The third store created by O2O mode of American Apparel

According to the latest news, the U.S. state apparel in accordance with the O2O model of the third store, will be in the recent official appearance in Yunnan Qujing. Although the new O2O will have some bright spots, the interview with the U.S. and China said the current inconvenience, but from last December, the first O2O laboratory in Hangzhou Yan ' an appearance, to the end of March in Chongqing to launch an upgraded version of the O2O brand Integration Experience Shop, the United States O2O experiment to come to the attention.

Although the transformation O2O no standard answer, but for the clothing brand is the general direction of the high cost of the store into advantage, the use of mobile Equipment interactive advantage, improve the user to shop consumption frequency, conversion rate and customer unit price. The current industry consensus is that mobility is the tool, retail is the essence, the combination of the two is the future of the clothing brand.

Because of this, this year, the various clothing brands in the O2O on the road more in-depth, from the simple line to the store diversion, to open up the background of large data system direction.

Marketing is just the primary stage

Throughout the clothing industry O2O experiments, more enterprises remain in the marketing level.

At present, the garment enterprises O2O to do more successful enterprises have Uniqlo, GAP, Ling to fashion brands such as the impact of a large enterprise, and these enterprises have no exception to the O2O positioning in the diversion volume, focusing on the interaction between the O2O and consumers, emphasizing the precipitation of the consumer activation, through the regular push to give new products, coupons, Style collocation and other information, and provide store search, booking and other services, to increase consumer stickiness.

Just, each of the path to achieve a focus, such as Uniqlo is the whole direct business system, its O2O goal is to promote sales, the realization line under the two-way fusion. Because the goal is clear, Uniqlo last April to achieve a "store + official website + Cat flagship store + mobile app" multi-channel layout, its app on the display of coupons, two-dimensional code is designed for the store, can only be scanned in the physical store to use, to achieve the drainage from the line to the store.

At the same time, Uniqlo store goods and coupons in the two-dimensional code is designed for its own app, can only use Uniqlo's own app scan to identify, to achieve the offline store in the consumer crowd to attract to the line of God Cat flagship store, improve the app download and use frequency. Finally, these features of the app will allow users to become more loyal consumers of stores, thus forming a virtuous circle.

and to store-intensive and shopping model known as the Ling to fashion, the more emphasis on mobile phone booking function, on the one hand, the enterprise can be based on consumer past consumption records to its individual push goods and preferential information, on the other hand, consumers can also take the initiative to the brand to put forward their own personalized needs, such as an appointment to try to wear, door-to-door, This will enable the store service front, saves the shopping time, satisfies the consumer to the clothing brand "the private customization".

In addition to these big brands, small and medium-sized brand O2O is the representative of Gloria, emphasis on fan mode, through micro-letter or micro-Amoy to the fans push the new product recommendations, activities, clothing and advice, and other information, and then through the recommended link can directly point to the Micro Mall or cat app's flagship store, promote direct orders. This is a line down to the line of the reverse flow mode, the purpose is to improve user mobile shopping frequency and stickiness.

However, the relative success of these garment enterprises in the case of O2O, most just to achieve a O2O beautiful vision of the first step, that is, diversion, or stay at the marketing level, and does not involve the national inventory based on large data allocation, reverse impact of the supply chain and other deeper functions. The original Hangzhou Yan ' an branch of the United States, but also only to achieve diversion function, although the Chongqing store has begun to deploy goods to the national store direction to explore, relying on the national store data large data system operation, but how the effect remains to be tested in the market.

Product deployment is an advanced experiment

To judge the effect of a brand transformation O2O, it mainly depends on the promotion of store sales. According to the U.S. state Apparel public relations director Cai Minxu introduced, O2O transformation of the stores, customers stay longer, customer unit price increase, repeat purchase ratio to upgrade, the user's experience in the field of satisfaction also greatly improved, which repeat the purchase, total sales compared to the transformation before all have at least 100% of the upgrade.

The O2O exploration in the United States is based on the gradual progress from easy to difficult. At the end of last year, Hangzhou Yan ' An branch, mainly to achieve online shopping and offline scene experience docking, such as the line on the list, physical store pick-up, or on-site purchase, mobile end payment and so on. At the same time through the micro-letter platform to recruit and manage members, the physical store and mobile end through. Liu, vice president of the US state Market center, said that through the Internet Technology cloud computing platform, large data information resources, they can analyze the purchase behavior of these members, can be more efficient and accurate to provide consumers with intimate consumer services.

The next Chongqing store, in addition to line online under the mutual Send red packets guide customers such a diversion function, but also launched a lot of outside the function, such as the seamless connection between the stores. When the physical store is out of stock, can be online through the national line to fill a single; Again, for example, offline sales appear broken code broken color problem is a customer purchase clothing often encountered a pain point, in Chongqing Shop can be delivered directly through the background orders home, customer satisfaction increases will also promote sales.

Liu said: "When the US State Direct Battalion and joined together has thousands of stores to provide this service comprehensively, by this item can increase the very substantial sales." "Another major feature is the introduction of fashion consultants, based on data analysis in the background, plus the effective communication of staff, to better tap and meet the needs of the store members."

The implementation of these two main functions is based on the large data system behind it. Liu said that the state purchase network and mobile interface recently have been revised, the United States will increase the strength of the guide line of customers online shopping without Borders. "We want to really do where the customer is, where the channel is, and the customer identification, recording and equity is a complete system." ”

However, some industry analysts believe that the United States at present to achieve the lack of code-lack of color stores between the transfer, should or based on the former link to the various stores of information system data, is not integrated membership, commodity large data systems, but not to include the supply chain data system.

As for the importance of large data to brands and retailers, the website evaluates that the mobile Internet is not only changing the way people trade, it will even change the way the goods are displayed and sold in the store. The infiltration of Internet thinking makes more and more consumers want to have autonomy in the process of consumption.

However, as a listed company, the O2O transformation of the U.S. state has not been recognized by research institutions. Shanghai, a brokerage researcher said that the United States and the U.S. state apparel prices are lower, conducive to the company to test the water O2O model, but in recent years, the United States to H&m, excellent Uniqlo and other fast fashion brands, but in the design, quality is still not see advantages. And in the investigation of the securities broker, the U.S. state executives also admitted that O2O or the initial stage, is still in the solution to the payment system to get through the problem and members to access the problem, the performance has not been significantly pulling stage.

For the exploration of enterprise transformation O2O, O2O founder Huang, a professional research institute, wrote that any model, including O2O, is not a panacea, and expectations are too high to bring greater disappointment. He thinks, at present many people are O2O in the banner of doing a O2O, and if the O2O and micro-letter tied together, the gimmick is even bigger, can completely the unwitting Earth boss to shock.

In the case of last year's almost myth-ling fashion, their cooperation with the micro-letter is really good, but far from thinking so well. Ling to fashion micro-shop Daily order volume of only dozens of orders, this year's goal is 10 million yuan sales, this and the line under the huge sales, but also insignificant, and this is not high performance and the brand member to switch to online performance of suspicion.

Of course, O2O can not be completely measured by sales, but he believes that ling to fashion is too much publicity may not be their wish, behind the driving force is the micro-letter O2O too need classic case to pry more customers.