Summarizing the four types of O2O in apparel retailing industry

[Guide] The rapid development of mobile internet to the traditional retail industry brings new opportunities, apparel retail industry earlier to see the future value of O2O, but also earlier O2O layout and practice. Clothing retail industry in the O2O layout of the focus of different, the current O2O model can be divided into 4 types of ① store mode ② Private Custom mode ③ life Experience shop mode ④ fan mode.

O2O is undoubtedly the biggest bright spot in the 2013 apparel retailing industry, which is a new opportunity brought by the rapid development of mobile Internet to traditional retailing. Traditional clothing retail brands have been suppressed for a long time, and even become consumers ' eyes free "fitting room". Sleepy think change, clothing retail industry can see O2O future value Earlier, also start O2O layout and practice earlier. This includes such as Uniqlo, Ling-Zhi and other international well-known brands, but also grew up in China's United States, Granville, Gloria and other national brands.

They have different emphasis on O2O layout, and can divide the O2O model that these enterprises are attempting into 4 categories.

Store Mode: Uniqlo

Uniqlo to store self-service shopping experience and intimate service, the traditional, all proprietary offline store has been the core channel of Uniqlo. In excellent Uniqlo view, the main role of O2O is for offline store services, help line store to improve sales, and to promote the effect can be checked, each transaction can be traced.

April 2013, Uniqlo realized the "store + official website + Cat flagship store + mobile app" multi-channel layout. In this multi-channel layout, consumers can get a better shopping experience. When the user installed the Uniqlo app can browse the new store at any time, find coupons and discounted information, you can buy directly, and then wait for door-to-door. The coupons available in the app can be used in stores, telling consumers where the nearest store is, and going to the store to pay for the phone sweep, saving time for consumers.

Uniqlo has fully realized the line under the two-way fusion. First, the coupons and two-dimensional codes shown on the app are designed specifically for the store, can only be scanned in the physical store to use, the realization of the direct drainage from the app to the store; Secondly, Uniqlo store goods and coupons of the two-dimensional code is designed for its own app, can only use the Uniqlo app to scan and identify, So that the consumers in the offline stores are attracted to the line, increased app downloads and usage; In addition, the app will continue to push products and benefits to individuals, and these Uniqlo app users will become more loyal consumers of stores, creating a virtuous circle.

Uniqlo of this O2O model can be defined as "store mode", in this mode, the store is the core of the entire O2O layout, layout o2o is mainly for the offline store diversion, to improve the line store sales. This model is mainly applicable to strong brand appeal, at the same time to store experience and service-driven sales-oriented clothing brand, this kind of brand value offline stores, their own official website, online shopping malls and their own app and other online channels are generally with the offline store to get through, through the store search, coupons issued, Brand promotion and other ways to attract consumers to the offline store to spend. Own app will also have a single shopping function, convenient to the user data precipitation down to do precision marketing.

Private customization Mode: Ling-zhi Fashion

The private custom mode Yu Ying to the fashion company initiative, is currently in active practice. Ling to the main operating in China only, VERO Moda, JACK & Jones and selected four brands, is a typical shopping guide-driven company, shopping guide and the intimate interaction between consumers is the key factor in the store sales. Ling to the target customer base is very important in the store's on-site shopping experience, the sales process depends on the store in a one-to-one shopping guide recommended and test-wearing services to complete. For Yu Yu, how to use the mobile O2O to integrate the convenience of the line and the one-line shopping and testing service deeply is the key to the success of O2O mode.

Since June 2013, the O2O strategy has been implemented by the strategic cooperation of Tencent micro-life. Ling to use micro-letter "public account + micro-shopping platform" to do the entrance, to achieve marketing, new products publicity, store location inquiries, mobile shopping and other functions. Ling to also specifically for the store shopping guide developed in the tablet computer app, so that each shopping guide in the store to become the customer's personal shopping guide.

With the help of O2O tools, ling-induced shopping guide can periodically to customers for a one-to-one precision clothing recommended. When a customer fancy a piece of clothing, you can online with their own personal shopping guide to the store to try to wear, and the shopping guide will be prepared in advance goods and fitting rooms, reduce the time cost of customers to shop choice.

Although the O2O concept and "private customization" Blueprint is very exciting, but the road of its O2O is just beginning, to really promote this model, there is a certain degree of difficulty. First of all, traditional retail outlets are "experience-type + shopping" as the core, through the mobile phone to realize the interaction between the shopping guide and customers is very difficult, from the European and American retail mobile O2O successful experience, most users choose only two mobile phone shopping: directly with the mobile phone to buy, or to the physical store with the mobile phone to enjoy the service store ( Coupon use, mobile phone under the single preferential activities, scanning code to inquire about commodity information, etc. so the function of mobile phone app mainly includes to store function and remote function (handset shopping, electronic periodical, product inquiry and so on) two major parts, but lets the user use the mobile phone app to contact the shopping guide, also wants to book to the shop service, from the experience has caused the user the trouble , which is contrary to the original intention of using O2O to enhance the user's shopping experience.

Life Experience Store Mode: Mattel

American costumes, known for "not taking the usual road", have also been tried in O2O. First with the micro-letter cooperation and development of micro-letter members, and Alipay cooperation to open the store mobile payment, and micro-Amoy cooperation to attract fans. Later, the United States and put forward the "life experience Shop + U.S.-owned app" O2O mode, and in the country has launched more than 10 life experience shop, looking forward to through these experience stores to provide the comfort of the environment and services will consumers stay in the store and into their own online users.

American Life Experience Shop model in the apparel retail O2O field is a bold, innovative attempt. To enhance the user experience, the United States in a lot of detail up and down the mind, such as into the store is a noticeable kaleidoscope of electronic screen, the device brought about by the scientific and technological sense can enhance the shop level, on the other hand can improve the user shopping experience; There are a number of different sizes of spheres decorated in the shops, providing customers with photographs This facility helps to enhance customer interaction.

The U.S. state has arranged a fashion advisor position. Customers choose a single piece of clothing, often do not know how to match, which is a problem for many female shoppers, and fashion consultants can provide the appropriate mix of advice, the United States for fashion consultants each configured a tablet computer, can be paired with the program directly through the flat display to consumers.

At the same time, each floor of the store is equipped with large electronic screen devices, these are "fashion collocation" interactive devices, and fashion consultants, but one is a manual service, one is machine services. Consumers will clothing two-dimensional stacking on the device to scan, you can see a variety of collocation, at the same time, with each piece of information will be displayed on the screen, this approach should be to facilitate the shopper for consumers to find goods.

The way to provide a mix of advice, on the one hand, can meet the needs of consumers to buy clothing, on the other hand, can improve sales of the United States.

In this mode, the store will no longer be confined to the static offline experience, and is no longer a simple shopping place, but let customers willingly stay in the store, and to the online transformation of a carrier.

Although the United States began O2O to try the time earlier, but still did not find a mature model, the existing life experience shop model is still in the test. It is worth affirming that the model can significantly improve the user experience in the store, but also to strengthen the offline users to the mobile app and user data precipitation, for the next step to strengthen mobile network shopping, user interaction and member management ready.

There are many deficiencies in the model itself. According to the logic of the model, customers need to stay in the store for a certain period of time before they can be converted into online users, and life experience shop area is limited, then the life Experience store can retain the number of customers is bound to be limited, and will this part of the customer into the online users also need to guide each guidance, which obviously with life experience shop self-service, The ease of shopping experience is inconsistent. In addition, the existing experience shop model can only realize the life experience store users to the line, for online users how to return to the offline, truly realize the O2O line under the Exchange, and jointly improve the core value of sales, the United States also need to make further attempts.

Fan mode: Gloria

Fan mode refers to the brand O2O tools (third party O2O platform, own app, etc.) as their own fan platform, using a series of promotional means to attract users to join the line, through the brand communication, new products and content maintenance, such as social means to stick fans, regularly pushed to fans promotional information and new information, Attract fans to buy products directly from mobile apps.

Try the fan mode of the case has the song Leah, Xiang Ying and so on.

The song Leah in O2o Choice and Ali of the micro-Amoy cooperation. Last October, Gloria placed micro-scouring materials in nearly all of its stores across the country, attracted to shop customers by sweeping the store's two-dimensional code into the song Leah's micro-Amoy fans, coupled with shop assistant targeted guide and on-site scanning code guidance, in just 5 days, Gloria's fans increased by 200,000 ( Offline a single store each year new users 1~2 million. With the help of the song Leah Micro-Amoy platform, these fans can be at any time to receive the song Leah released new product recommendations, promotional promotions, dress collocation suggestions and other information, click the recommended links to micro-Amoy can directly enter the mobile phone Taobao cat flagship store, promote users directly under the list.

Fan mode is more suitable for small and medium-sized clothing brands, this model cost less, quick, but also relatively simple, is a O2O tool to effectively precipitate down the user, and then in turn based on user data marketing methods. In the O2O tools, the current interactive function of the social O2O platform has micro-letter (public account) and micro Amoy (fan account), the corresponding Tencent micro shopping platform and the cat platform can help users direct mobile phone online shopping. In the implementation of the strategy, the success of the model is mainly in the early stage of user precipitation and marketing promotion, so in the O2O tool experience good premise, the brand's own efforts more important: how to attract store customers to become their fans? How to interact with online fans? What can the online marketing promotion do to increase the purchase conversion rate? This is the fan mode of the brand more attention to the problem. Gloria's successful experience may be one or two, but more important than copying experience is the brand's understanding and guidance to their customers. For example, in interacting with online fans, the initiative to the fans to push clothing matching recommendations for most fashion brands, but for sports apparel brands, fans would like to get some sports fitness advice or hot event information online, brand should be "good", using O2O tools to activate and close the distance between customers.

Summary:

The above O2O mode is the traditional clothing retail industry at present there are several typical types of operation, these models on line and offline focus on different, the use of O2O tools are also different, but also in the exploration period. It is necessary to note that, whether it is the line on the line, or the line down to the line of the reverse diversion or two-way diversion, the purpose is to improve the frequency of user shopping and stickiness, need to avoid line under the price inconsistency caused by the dilemma.

In addition, the brand to combine their own actual situation, to find suitable for their own O2O mode. Overall, domestic clothing brand industry concentration is too low, brand stickiness did not develop, at this time the brand is not necessary to invest a lot of human resources to develop and promote their own app, but can use Third-party mobile O2O platform, such as micro Amoy, micro-letter, etc., combined with its own retail system characteristics and target user characteristics, Explore more personalized mobile O2O solutions. For the strength, brand awareness and customer loyalty are very high international brands, in the development and promotion of their own app, but also should actively rely on the vast user base, diversion effect of the obvious Third-party O2O platform to achieve multi-platform interaction, integration.

Although there is no industry standard answer, but for the clothing brand, the general direction of mobile O2O is to improve the competitiveness of the store, make full use of the mobile end of the interaction and diversion advantages, improve the user to shop consumption frequency, conversion rate and basket volume. The mobile is the tool, the retail is the essence, the two full combination is the future clothing brand Electronic business core.