In recent years, the emergence of e-commerce has changed people's spending habits, and has also spawned a business model of O2O (online and offline e-commerce). It provides opportunities for the traditional service industry and more industries to become Internet-based, and it will become a very explosive business model in the future. At present, many industries have made quick adjustments to their own marketing ideas, starting the O2O road, and clothing companies, but in this process, clothing companies will encounter three core problems, what is it and how to do?

First, the online and offline consumer groups are inconsistent. "A lot of domestic brands online and offline consumer groups are not the same category, the goods and prices are not the same, so simply direct online traffic to the line or the flow under the line Leading to the line is not correct, because the more important prerequisite for O2O is that customers must be consistent and achieve customer integration can really do online and offline things,” said Sun Yihui, chairman of Bo Jun Software. The clothing companies, especially the O2Os mentioned by their e-commerce and IT departments, are more about O2O at the technical or marketing level. The main manifestation of the technical level is that the company is connected with commodities through mobile and e-commerce. The marketing level is mainly reflected in the implementation of drainage, such as directing online traffic to offline, or directing offline traffic to online. This is the most common "drainage theory" for garment companies.

Second, the consumer shopping experience is not high

In the past, consumers would buy things to go to the physical store to buy, after the emergence of e-commerce, online shopping, because of higher cost, but there is a problem with online shopping, that is, there is no good shopping experience, such as fabrics can not feel the authenticity, do not see Clear clothing size. The essence of O2O is retail. It is a process of serving consumers to improve the consumer experience. For brand owners, how to use online and offline advantages to provide consumers with a better consumer experience and form a way for consumers to follow their will in the way they like. The purchase of land will eventually enable consumers to complete consumer transactions in a way that they think is simple and convenient. This is a problem that brand owners need to solve. This requires a process.

Third, the integration of tangible and intangible channels, how to take into account the interests of all parties For apparel companies, O2O is the brand's development strategy, the company needs high-level decision-making, and O2O is a process of retail channels, the integration of tangible channels and intangible channels The process will involve many areas of interest. The interests of the sub-regions and agents must be taken into account. This is the core of the O2O process. The agency system is a major feature of China's retail industry. Many people believe that this is an obstacle to promoting the integration of online and offline retailing in China. In this regard, brand owners may wish to start with branded outlets, with good service, and good Experience to attract more agents to participate. ”

What should a clothing company do to connect online and offline data, provide accurate positioning for consumers, provide targeted services for them, actively respond to the arrival of the mobile Internet era, and integrate online and offline resources to maximize online access, Between the offline, the seamless connection between the physical store and the physical store creates a brand-new and win-win business model.