O2O Mode Has Become The New Direction Of Traditional Brand Clothing Enterprises.

It has created a brand new era.

along with

Explosive growth, this new channel has become very important for clothing category.

Statistics show that in 2013, the scale of e-commerce pactions in China reached 9 trillion and 900 billion yuan, of which the total size of clothing online shopping has exceeded 400 billion yuan, and the proportion of online shopping clothing sales to total clothing sales increased from 1.8% in 2008 to around 23% in 2013.

In the past two years, the hottest word in the clothing industry is undoubtedly the Online To Offline under the offline experience online shopping mode, and the O2O mode is O2O

New channels of brand development, integration of online and offline links, and sales downturn under the twisting line bring new opportunities.

Taobao (Alibaba) O2O mode is based on mobile payment to form a closed loop paction, while Jingdong is hoping to build O2O with its own huge logistics system.

The difference between the two is that Taobao allows customers to pay by mobile phone first, then the cooperative merchants send people to distribute goods, and Jingdong is delivered by its own courier or cooperative merchant first, and it is only the payment method.

In 2013, "double eleven" was a successful year of the traditional clothing brand collective campaign. The top ten sales amount were almost captured by offline brands.

The final competition on the line will be the competition of the offline entity brand.

Most of China's brand clothing enterprises rely on the rapid development of franchising mode to enter the online competition stage, and the huge loose affiliate system has become an obstacle. Franchisees believe that the growth of online sales is based on the share of the snatch line, so they are strongly opposed.

The O2O mode can bring online customers back to the bottom line, enabling online and offline integration to facilitate each other. It is an inevitable trend for future brands and franchisees to jointly build O2O closed-loop.

Mobile terminal shopping is a new trend. It not only provides new ideas and channels for e-commerce enterprises but also for the development of online clothing brands.

The consumer flow and online experience brought by mobile terminals, as well as their unique changes in consumer lifestyle, bring new growth points to clothing brands.

The mobile terminal platform such as micro brand (mobile Taobao) and WeChat mall can not only occupy the mobile shopping market, but also pave the way for the apparel enterprises to build O2O platform to collect customer order data.

At present, the O2O mode of Chinese traditional garment enterprises is in the exploratory stage. Many clothing brands have "congenital short board" in the implementation of O2O strategy, such as the high proportion of franchisees, the weak ability of IT system to integrate resources under the online and offline, and the slow response of the supply chain. O2O mode puts forward higher requirements for the innovation and pformation of enterprises' Internet operation strategy, Internet management mode and Internet value concept.

The development of garment industry O2O is to have enough consumer contact points.

Traditional clothing brands have many offline shops, so that consumers can get information of goods at any time and anywhere.

The two is to have enough mature supply chain management system, including inventory management, logistics management, staff management and information system management to ensure the perfect shopping experience of consumers.

In these areas, traditional offline brands are more mature.