O2O model brings new opportunities for traditional brand apparel enterprises

E-commerce has created a new era. With the growth of online shopping, this new channel has become more and more important for the apparel category. Statistics show that China's E-commerce transactions in 2013 reached 9.9 trillion yuan, of which the total size of apparel online shopping has more than 400 billion yuan, online clothing sales accounted for the total clothing sales from 2008 to 1.8% increase to about 23% in 2013.

In the past two years, the clothing industry's hottest keyword is undoubtedly "offline experience online purchase" O2O mode (online to Offline), O2O mode for traditional clothing brand expansion of new channels, integration line under the link, reversing the lower sales downturn brings new opportunities. Taobao (Alibaba) O2O mode is based on mobile payment to form a closed-loop transaction, while the BoE is hoping to use its own huge logistics system to build O2O. And the difference is that Taobao is to allow customers to pay the first mobile phone, and then by the cooperative merchants responsible for the distribution of goods, and jingdong by their own courier or cooperative merchants first distribution and door-to-door collection, but the different payment methods.

2013 "Double 11" is the traditional clothing brand collective campaign of the year, the sales amount of the top 10 are almost all under the line brand capture. The ultimate competition on line will be the competition of the offline entity brand. China's brand apparel enterprises mostly rely on the rapid development of the franchise model, into the online competition stage, the line under the huge loose joining system to become a barrier, franchisee believes that the growth of online sales is based on the share under the snatch line, so against the strong. and O2O mode can be the line of customer drainage back to the line, so that the line can be combined to promote online, the future brand and franchisee to jointly create O2O closed loop is the inevitable trend. Mobile Terminal shopping is a new trend, not only for the electric business enterprises also for offline clothing brands to provide new ideas and channels. The mobile terminal brings the consumer traffic and the online experience, as well as its unique to the consumer life shopping pattern change all to bring the new growth point for the clothing brand. Clothing brand settled micro Amoy (mobile Taobao), micro-letter mall, such as mobile terminal platform, not only can seize the mobile shopping market, but also for apparel enterprises to build O2O platform to collect customer orders data paved the way.

At present, Chinese traditional clothing enterprise O2O mode is in the exploration stage, many clothing brands in the implementation of the O2O strategy has "congenital short board", such as the high proportion of franchisee, it system on line under the online resource integration ability Weak, supply chain response sluggish, O2O model for enterprises to carry out the Internet business strategy, The Internet management model and the innovation of the Internet values have put forward higher demands. The development of apparel industry O2O, one is to have enough consumer contact point. Traditional clothing brands have a number of offline shops to facilitate consumers to obtain information anytime, anywhere. The second is to have enough mature supply chain management system, including inventory management, logistics management, staff management and information Systems management, to ensure that consumers perfect shopping experience. Traditional offline brands are more mature in these areas (Wen/Guo, expert member of China Internet Association)