The traditional company that missed the chance of online shopping, decided to draw a city in the mobile internet age

The traditional companies that have missed online opportunities are determined to draw a O2O in the mobile internet era, and their "weapons" are hailed as the best business model for the next 3-5 years. Jewelry products due to the small size of the high price, the purchase frequency is low but the line experience demand strong and other product attributes, it is considered in the O2O mode of the dividend will continue for a longer period of time.

Because of this, O2O has become the goal of the jewelry business in a consistent direction of transformation, and to expand the layout of the competition. Enterprises such as Zokai, Ke lan, and so on, who started their business with the Internet, believe that the O2O situation offline experience Shop is no longer a burden, and began to accelerate the development of the line shop; the Tide Acer (002345, Stock bar), Chow Tai Fook and other traditional channels of the dominant enterprises began to force the line, to increase online marketing efforts to jointly compete for the seductive O2O big market.

However, "China Business newspaper," the reporter found that most of the company's O2O wool, only stay in the publicity, and there is no substantive business changes, while a small number of enterprises, although there is a substantial advance, but the effect is still not considered, but also in the O2O stage for the O2O.

The conversion rate of disparity

The reason for the low conversion rate is that jewellery is a valuable commodity and consumers are more cautious about buying online.

According to statistics, 2013 Chinese jewelry retail sales amounted to 470 billion yuan, and online sales of only 12 billion yuan, although these years with diamond birds, Ke lan, Zokai as the representative of the Internet enterprises selling diamonds to sell the wind water, but in fact, net purchase sales accounted for less than the overall share of 3%.

An important reason for the small proportion of online shopping is the low conversion rate of online shops. Last year "Double 11", the 1‰~2‰ Diamond on the flagship store on the line only the turnover rate; Zokai last September in the whole network did a call "custom happiness" promotional activities, put 10 million UV, brought 8 million visits, but the real purchase of less than 2.

The reason for the low conversion rate is that jewellery is a valuable commodity and consumers are more cautious about buying online. The city's Love Diamond Mall CEO Wan Zihong to reporters: Express door-to-door, send you a price of tens of thousands of yuan diamond ring, you dare to accept it? Because of fear of trust, the city has been in love with the line store mode.

Compared to online, do the same scale promotion, "Double 11" during the 40%~50% of the experience shop under the contract rate reached the end of the line, the big difference between the online turnover so that when the CEO Wang Yong realize that O2O will be the main direction of the future development, according to the "Hundred City Thousand Shop" plan, decided to start from 2014, Further expand the line shop nationwide.

Coincidentally, March 6, Zokai Chairman Tao in the Hong Kong Jewellery Exhibition Forum, said the online promotion of the 2 turnover rate, means that 99.8% of visitors do not know where to go. Zokai to do is to use the O2O way, these visitors back, "even if the conversion rate from 0.1% to 0.2%, the overall sales also increased by one times, this is the jewelry cloud business model, that is O2O mode. "Focus on O2O, Zokai speed up the layout of the shop, as at the end of 2013 in the country has nearly 30 physical stores, and the entire 2014, to join the expansion of the line under the entity shop Layout will be Zokai important work."

Data is critical

O2O type of service, there must be large data support, and this data and the enterprise's original CRM is not the same.

Wang Yong has cited such an example to prove that jewelry products insist on cheap no future, "two girlfriends together show a diamond ring, who will be proud of the cheap?" This example illustrates the particularity of the sale of jewellery products, in addition to price, design, emotion is the decision to purchase an important factor. To provide consumers with unique customized services, to better meet consumer demand for products and emotional needs, and this demand, only to the physical store to achieve.

O2O, based on cloud computing and large data, can make the most of the buying factor beyond price. Alibaba O2O Project head of the secret that O2O is not from the line to the line under the flow so simple, but more emphasis on the consumer experience to achieve the ultimate. For example, based on large data, before the customer to the store, the system can know what the customer had previously browsed, in which style and price of the product on the longest stay, my preferences and needs are what and so on. This way customers enter the shop, can enjoy more targeted services, but also easier to obtain psychological price comfort, nature is also easier to promote its purchase orders.

However, to achieve the secret of the O2O-style service, there must be large data support, and this data and the enterprise's original CRM (Customer relationship Management) is not the same.

Jewellery listed Companies Chao Acer, general manager of the Zhang Tianbing, said that the original CRM, the member is generally the purchase behavior, can analyze the data can only be its consumption behavior and personal characteristics (such as age, gender, etc.) simple combination, does not have pertinence. Moreover, the consumption characteristics of jewelry is low consumption frequency, consumption interval may be a long time, sometimes CRM just do follow-up services, two times the purchase rate is not high. But O2O is different, through the Internet to obtain brand information and product information, even as long as the focus on the brand, is a member. The value of the enterprise is that it can occupy the consumer's cognition ahead of time before buying a brand affinity. This is key to attracting consumers to the store and ultimately to buying it. From another point of view, the line under the combination of the new sales increase, which is the jewelry companies are competing bullish O2O important reasons.

O2O, founder and CEO of Liu Huanqi, a professional research and consulting agency, believes that the basic data is crucial to the O2O transformation of enterprises, so it is necessary to accumulate data to achieve real O2O. At present, the basic data of the enterprise mainly comes from two factions, one is "cement faction", namely the traditional brand CRM system, the other is "the mouse faction", namely Internet Enterprise's online member. Now can not say which faction of data is more valuable, but each enterprise's O2O path is to have what offline resources, data base to decide.

Lack of Clear path

The present situation of jewellery enterprise is clear in general direction, but lacks specific transformation path.

Although the jewelry enterprise unanimously bullish O2O, but more just occupy propaganda Highland, really fell to do not many. And throughout the industry, the 2013 O2O application of the most mature is actually the apparel industry. has been concerned about the O2O Liu Huanqi that the clothing industry channel is very mature, natural transformation O2O more advantages.

At present, the clothing industry's O2O mainly has 4 kinds of realization form, the first kind is the store mode, represents the enterprise is the Uniqlo, emphasizes the O2O for the line store service the instrumental value, mainly uses for the line to win the merchant net under the store diversion, enhances the line store sales. The second is a private custom model, on behalf of the enterprise is ling to fashion, the use of Third-party O2O platform and its own app, such as the establishment of brand business and consumers of long-term contact and win the business Network seamless communication, to provide users with personalized service and experience innovation. The third is the life experience store model, such as the United States of America. Bang Wei in the quality of business district to establish life experience shop, to store consumers with WiFi, tablets, coffee and other more convenient life services and consumer experience, to attract consumers to stay in the shop for a long time to use tablets or mobile phones online, login and download the brand's own app, In order to realize the offline user to mobile phone app transformation. The last one is the fan mode, on behalf of the Enterprise is the song Leah, the O2O tool as their own fan platform, the use of a series of promotional means to attract users to join the line, through the brand communication, new product release and content maintenance and other social means to win the network Sticky fans, regular push to fans and new information, etc. Attract fans to buy products directly from mobile apps.

Compared with the garment industry, the status of jewellery enterprises is clear, but lack of specific transformation path. Wang Yong, who earlier proposed the concept of O2O, had just stepped down in early March and was taken over by Cao Hongzhi, an Amazon, which was interpreted as an investment party that did not look favorably on the King's transformation. The biggest action of Zokai O2O is to develop the franchise store, but it is a great challenge to the control ability of the franchise store.

However, Liu Huanqi that at present, the biggest difficulty of o2o of domestic jewellery enterprises is the homogeneity is too serious, the difference between brands is too small, in order to successfully transform O2O, in addition to the jewelry industry has enough professional degree, product positioning must be clear, on the product out of homogenization, it is more likely to succeed.

The reporter observes to play turns O2O needs the whole line ability

This year, O2O almost become the label of enterprise transformation innovation, usually affixed O2O this label seems to have a story, with the future, with the imagination space. In fact, the real O2O model to do a good job is still rare, even the model to think clearly and set a clear development goals of the enterprises are not many. O2O needs a full range of capabilities, to be familiar with the line and offline characteristics.

O2O is just an amplifier.

As a traditional enterprise, Chao Acer in 2009 in the field of electrical business to build a "full network marketing" pattern, establish online sales channels, with the days of the cat, Jingdong, suning easy to buy, only the goods will, 1th stores and other electric platform cooperation, the tide Acer's brand awareness from the line extended to the line. In the first half of 2013, the tide Acer business achieved a year-on-year growth of 108%.

In the context of mobile Internet, Chao Acer began to think about how to combine the existing 540 store sales with online platform sales. Zhang Tianbing that, the Jewelry Enterprise transformation O2O, must be based on the channel own core operation ability, O2O only plays the amplifier the function, the key exerting force in the marketing, but does not change the Enterprise channel essence. He said, Chao Acer's 540 stores, only 20% are joined stores, but the franchise only belongs to the franchisee, management and operation by the company's unified responsibility to ensure the operation and control of the unity. At the same time, the tide Acer very early to enable the SPA system, the national inventory and real-time sales information can be shared, these two foundations make the tide Acer very easy docking O2O.

At present, the main entrance of O2O is based on micro-letter public account of the micro-trust mall and Cat mobile phone store, the former is mainly push information, product information, as well as services and interaction, and the latter is to achieve mobile terminal sales of the main platform. Zhang Tianbing that the micro-letter and the cat is not the same place, the sky Cat people shopping for more purposes, sales conversion rate is also higher. and the micro-credit social function is more suitable for communication, these two platforms can play a complementary effect.

On the basis of these two main entrances, about O2O mainly in doing three things, one is to set up an electronic map library, the current Chao Acer has 15,000 products, but each store can only show 800~1000 pieces, the gallery can be built in each store terminal to achieve a full category display and sales. The second is to improve the micro-letter shopping mall payment function, to achieve sales closed loop. Third, continue to do brand optimization, adhere to the entire brand "fashion women's life form" positioning, to build the first O2O member club in China.

Zhang Tianbing said that the O2O strategy is to integrate all levels of resources to create a line under the Internet Interactive full marketing new model. Through the company's line has established brand advantages and nearly thousands of brand franchises (refers to the 3 brands of Chao Acer's total number of stores) channel advantage, full use of the Internet, especially mobile Internet resources, the online precision marketing and convenience and offline experience function and logistics system to integrate, realize the dual-line development of interactive drainage, Give play to the online store in the experience, service differentiation advantages, improve consumer experience, user stickiness and brand influence, for line online bring more rich customers.

It's a profession.

If Millet caught the development trend of smart phones to achieve today's brilliant, then now jewelry enterprises are also facing such an opportunity, that is to seize the development trend of O2O. However, the development trend can not be grasped, to a large extent, depending on the business in their own industry professional degree. Clothing enterprises O2O To do relatively successful, is because of professional.

Product Network founder Liu Huanqi that the traditional industry to do their own O2O, with natural professional advantages of the industry. Only familiar with their own products, familiar with their customers, familiar with their own market to achieve through the Internet to enlarge their own advantages, quickly and effectively occupy the target population.

The biggest characteristic of O2O is that the internet is no longer playing in its own virtual world, but serves the real world, and wants the world to pay for your goods and services, and to give them real things. And to win their hearts: either value or experience beyond expectations. In the physical network sales, the general use is "value", every few months to a price war. It will be supplemented by a number of "beyond expectations" means, such as three days a day, 24 hours to deliver home, this is not satisfied with the core needs of customers, but it will take a lot of extra effort. Every move that exceeds the expectation in physical distribution will cost more and compress its profit margin. For example, buy a pair of shoes, if you send three pairs of test wear, the operating costs behind this is very high.

But it is difficult to O2O is not only under the line of the expert, but also to do online experts, not only to master offline resources, but also users. At present, "mouse" to do the number of O2O may be more, because they have a wider vision, more action, and master the Internet technology. and "cement people" in their own industry have a lot to do, for them, the whole supply chain efficiency and the development of goods may be far more important than on the Internet to open the territory.

However, in the face of the aggressive "mouse", "slow action" of the "concrete people" must also act. If your advantage is under the line, it is best to ask a understand online partner. But if your advantage is online, it is best to immerse yourself in the traditional industry and give yourself enough time to experience all the problems that you have to face under the line. If there is no such a small start to the practical, and suddenly expect to use their Internet ability to subvert the traditional industry, that from the clouds fell to the cement floor feeling, will be very painful.