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O2O mode: the newborn of the traditional brand clothing business


E-commerce has created a brand new era. With the explosion of online shopping, this new channel has become pivotal to the apparel category. Statistics show that in 2013 China's e-commerce transaction size reached 9.9 trillion yuan, of which the total size of clothing online shopping has more than 400 billion yuan, online shopping apparel sales accounted for the proportion of total apparel sales increased from 1.8% in 2008 to 2013 About 23%.

In the past two years, the hottest keyword in the apparel industry is undoubtedly the "Online To Offline" experience. The O2O model expands new channels for traditional apparel brands by integrating online and offline links, Under the downturn in sales bring new opportunities. Taobao (Alibaba) O2O model is based on the closed-loop transactions formed by mobile payments, while Jingdong is hoping to build its own huge O2O logistics system. The difference between the two is that Taobao is to allow customers to pay by mobile phone first, and then sent by the cooperative merchants responsible for the delivery of goods, and Jingdong is delivered by their own courier or cooperative merchants and door-to-door payment, but different payment methods.

Last year, "Double 11" is the traditional clothing brand collective campaign victory of the year, the top ten sales were almost all captured by the offline brand. The ultimate online competition will be offline physical brand competition. Most of China's branded apparel enterprises rely on the rapid growth of the franchise model and enter the stage of online competition. The huge and loose affiliate system becomes an obstacle. The franchisee believes that the growth of online sales is based on snatching off the offline share Therefore, opposition is strong. The O2O model can streamline online customers back to the line, making online and offline integration can be facilitated, the future brand and franchisees together to create O2O closed loop is an inevitable trend.

Mobile terminal shopping is a new trend, which not only provides new ideas and channels for the e-commerce businesses but also for the offline clothing brands to develop e-commerce. The consumer traffic and online experience that mobile devices bring, along with their unique changes to consumer lifestyle shopping, have all brought new growth to the apparel brand. Apparel brand settled micro-Amoy (mobile phone Taobao), WeChat mall and other mobile terminal platform, not only to seize the mobile shopping market, but also for the garment enterprises to build O2O platform to collect customer order data paved the way.

At present, China's traditional garment enterprises O2O model is in the exploratory stage, many apparel brands in the implementation of O2O strategy has "innate shortcomings", such as the high proportion of franchisees, IT systems integration of online and offline resources, weak capacity, supply Slow chain reaction and so on. The O2O mode sets higher requirements for enterprises to carry out the Internet management strategy, the internet management mode and the innovation and transformation of the Internet values. O2O clothing industry development, first, there must be sufficient consumer contact point. Traditional clothing brand has many offline stores, easy for consumers to obtain product information anytime, anywhere. The second is to have sufficient mature supply chain management system, including inventory management, logistics management, staff management and information system management, to ensure the perfect shopping experience for consumers. These traditional offline brands are more mature.