The United States has also proposed a number of line shop renovation ideas

Recently, the United States has also put forward some of the line shop transformation ideas, clearly proposed to imitate the O2O model Uniqlo. I do not see the specific implementation strategy, but there is a worry, learning specific practices may not be important, the important thing is the logic behind the thinking, brand values and organizational change.

Last night also in the micro-letter group with Shenyin teacher to study the problem of millet, he said recently in repeatedly advised customers not to learn millet, but to learn the internet thinking. I have the same feeling, only to learn the "surgery" and not to study the "Tao", only to listen to the crash myth, or do not know to turn thinking, there will be brought to the "ditch" the danger.

Therefore, about Uniqlo's O2O and mobile retailing, the most important thing is its way of thinking and brand value.

Why do you believe in the value of the real store?

On the surface, Uniqlo in the Chinese market speed up shop, is to seize the United States and Europe outside of an unsaturated market, this is Uniqlo global expansion strategy is inevitable. The deeper reason is that Uniqlo has found a brand entity shop as the main agent of the O2O model, through the mastery of electronic business tools to achieve the evolution of the entity store still has great value, and will be the mainstream channel.

In the face of the imminent demise of the entity shop, there is only one answer: the entity store evolves. What is the best way to evolve? Perhaps the most important ability in the future is through O2O especially mobile terminals, through the link with the consumer information channel, and then the physical store to optimize.

A friend of the brand electric dealer said he had been waiting for a key node, "if the Internet can be used for me, will be a single store coverage from around 2 km to 5 km, I can reduce the number of open shop, will save the resources in the store store transformation, customer service experience promotion and social marketing, Let the line below the operation of the channel is really integrated into the capacity of the electrical business, so that the real store really understand the electrical quotient of that set of things.

So how does the Internet and mobile Internet work for your own use? For example, he said, through mobile app and electric Dealer's official website sale, can analyze the user's big attribute data completely, namely North and South's demand difference, customer purchasing power, customer location and store location, etc., thus make better entity shop optimization decision.

Second, Uniqlo how to view the value of mobile internet?

Japan and Europe and the United States market is a more mature mobile retail area, the layout of Uniqlo in this very early exploration, and small, which makes it in the domestic strategy must be replicated and promote overseas mature mode, but why this year to the massive use of its app into the O2O market?

As far as I know, Uniqlo doesn't want to participate in double 11, Enge because it's convinced that it's more important to create a mobile-side flow portal first. Over the past four years, Japan's headquarters has not been to the Chinese team to relent, until seen by the micro-letter cultivation of two-dimensional code application gradually mature, O2O in the eve of the outbreak, this before entering the market.

Why is it so important to accumulate strength in mobile apps and two-dimensional yards? In the era of PC Internet, the electricity merchant flow is almost a few big platform monopoly and division, brand business in addition to carry on multi-platform sale, in order to disperse the risk, always difficult to have better breakthrough way, O2O also more misty. However, in the mobile internet era, brand through the accumulation of a large number of mobile phone users, can send their own design of two-dimensional code information, such as promotional information, lbs positioning information or discounted information, can autonomously determine at a certain time, a place of the two-dimensional code contains what information, So the two-dimensional code and mobile phone app became the gateway to mobile traffic.

The key is that this portal is not subject to the platform, no need to buy the "through train" such as flow services, but completely autonomous custom traffic. This is a mobile internet era of "over the wall" combat, can be in the traditional platform outside the wall to open a window, its great is very strong and contagious, once a brand has done a good try, other businesses will be swarming up and imitation. It is not difficult to explain why Ali will worry about a large number of businesses using micro-letter two-dimensional code, and push their own contacts, micro-Amoy and other mobile applications.

For brand-name business, whether it is micro-letter, contacts or other new app, the most important thing to actively explore, familiar with the potential of the future of mobile retailing, the new mode of operation, seize the initiative in their hands, so can be prepared.

Why are you so relieved about the large electric business platform?

Uniqlo in the country has a cat flagship store, an app, is actually "a shop two skins", this shop is by Ali help build. But to deeply understand why Uniqlo can be so assured bold with Ali cooperation, but need first favorably Uniqlo and local electric business platform Lotte Cooperation began.

This is an interesting story. At first, Rakuten's model both proprietary and open platform, it attracted a large number of products and low-cost consumers, but it is tangled that the mainstream of the entity brand is not willing to work wholeheartedly with it.

Later, Rakuten expanded its platform services to credit cards, small micro-loans and Mister Finance, only to find the crux of the problem-brand manufacturers do not want large online platforms have their own users and sales data, once the platform to collect a huge amount of data, for their own platform to purchase products or sell data to competitors, It's going to be a disaster. In this way, the brand Chamber of Commerce into a "front shop after the factory" dilemma, no right to speak.

Since then, Rakuten has adjusted, proprietary products to the education sector, and basically become a financial value-added services to provide money for the electronic business platform. And Uniqlo in the belief that Lotte will not enter the apparel industry, only to really rest assured boldly use the platform of Rakuten.

Excellent Uniqlo and the story of the cat stems from a key sir-Soft silver son, it is his beats, Ma Yuncai for a clothing brand for a day of the cat held a grand welcome ceremony. But the key and unknown thing is that Ali and Uniqlo signed a similar "closed-loop output" agreement, that is, all the key data on the Aliping platform to return to the Uniqlo database system. In other words, the sales figures for the Ali platform are just a subset of the data that the Uniqlo can fully control.

Since then, similar things only appear in the Pepsi Taobao, for other brands, although Ali can return some data information, but including the user address core data is not available, which means that there is a "suck only" data island.

This is why brands are unwilling to devote themselves to large electric business platforms, and the crux of the current failure of O2O to implement them in depth.

A friend of the electric business said to me, these data are brand business decade or even decades of core accumulation and confidentiality, once ran in the no information flow rights and interests of the platform, or leaked to competitors, the result is disastrous.

So, how does the brand trader realize the breakthrough? There are now roughly two options: the first is to find a willing to really open, adhere to the information flow rights and interests of the open platform (for example, platform to "politics do not do business"), many people will look at the bank of the electricity quotient, a large part of the reason is that the bank has been through the POS system to guide almost the bulk of the real store data, But it has never been applied to the financial sector. In simple terms, the brand can accept the platform business from the logistics, cash flow to make money, but will not tolerate the platform to rely on irregular sales information to profit.

Second, cautious mentality, waiting for the maturity of the business environment of the electric business. Brand manufacturers should be careful to cooperate with the platform, but also actively self-help, through the creation of electric dealers website and their own app. So, although the development of a bit slower, but can gradually get through the line and online. They just hold on until China's electricity market is mature enough to give birth to a platform to adhere to the rules of information flow rights, and then fully embrace.