O2O Of Garment Industry Will Usher In Spring.

In the process of contacting with some Internet Co, the author has learned several core and key questions. How to solve them? Here are some of my insights for the reference of traditional clothing enterprises.

From two aspects, one is the salesperson, the other two is the consumer. There is an old saying in China that "money can make a ghost". It is very simple for an enterprise to stimulate staff members to promote new members.

From shop assistants, one of the ways of O2O online fans' source is store terminal. To persuade consumers to pay attention to brand online store or micro code online member is our guide. If we can give some benefits, the salesperson will actively participate. The standards set by each company are different. "Qi Yun Technology" introduces to the author that enterprises can set the number of daily members to absorb the membership index as one of the elements of performance appraisal, and give the shop some reward after the index is completed. Or we can set interest sharing method. Stores absorb members and enjoy 20% of the total amount of consumption generated by the member online.

From the consumers' point of view, why can we often see the activities of WeChat scanning in shopping malls, focusing on the activities of exchanging drinks for the sake of WeChat, and every time it is popular, the reason is that "profitable" enterprises can grasp. Consumer The mentality of cheap money lure them to register members, for example: the first order is restricted to line 50 percent off.

Although the method is old-fashioned, the 100 test is not good.

There are a lot of business models in the clothing industry, including direct mode, direct business + agent mode and multi brand mode. Among different modes, O2O is bound to involve the interests of brands, agents, franchisees, channel providers, shopping guides and so on. Therefore, another problem for enterprises is that there are 1000 outlets in our company. Agent franchised store There are 2000 stores. How are the interests among different stores allocated?

Enterprises can obtain three parameters as the basis for distribution, 1. of the shops belonging to the member, 2. of the order generation location, 3. of the delivery stores, assign the contribution value to each link, and get the reward of different proportions of the order, for example, the A store grabs the delivery rights of the order, then it can get a 1% Commission, and the enterprise can formulate the interest mechanism based on the actual situation, so as to enhance the promotion of the direct store or the agent store to the O2O (online entity store) and the initiative of the mobile terminal order.

O2O online marketing activities are mainly achieved through mobile terminals. There are usually two ways: SMS marketing and WeChat marketing. SMS marketing, which can regularly send coupons, SMS solicitude, integration and reminders to members, can stimulate users' desire to buy. But note that the content of the message must be of value to the members, otherwise it is a harassing message. In addition, WeChat marketing is one of the most important marketing tools of the author. First, WeChat has a very strong function. Enterprises can interact with WeChat fans and play the fans card. Through interaction of graphic information and games, members can understand the brand culture more intuitively and help them to label their fans. For example, the fans interact 3 times in a month. Why label? It is mainly to help enterprises achieve precision marketing.

According to the person in charge of Bela Vera, in the O2O operation process, each mobile terminal marketing activity can get 3-5% member consumption transformation, and the fans' activity is maintained at 25% (within 3 months). The effect of O2O online marketing is obvious.

　　 Customer portrait It can not be painted without imagination. It needs to be built on a large number of effective data, in order to accurately locate the brand. Such as customer age, user distribution, membership level, official website browsing path, purchase situation, shop transaction analysis and so on, how do we get these data?

Qi Zhu Yun Technology Zheng Zong told the author that every development software background will be equipped with a management system, such as customer behavior management system. Enterprises can accurately get all the information from users through mobile terminal software, thus converting them into charts and data analysis, summarizing the characteristics of consumers, making it easy for enterprises to understand customers, satisfy customers and serve customers. These are the processes that must be accumulated during the early stage of customer portrait. With data analysis, can the distance between enterprises and customers be far away?

The above four questions deserve the common thinking of Internet enterprises and traditional enterprises eager for O2O transformation. Whether the future of clothing O2O can take advantage of the situation, in addition to the government's policy support, of course, it also needs financial support from investment institutions, combined with multiple resources, to solve the problems that enterprises are worried about, and believe that the potential of O2O market in garment industry will be immeasurable.