O2O is undoubtedly the biggest highlight of 2013 clothing retail industry, this is the rapid development of mobile Internet brings opportunities in the domestic retail industry, the rapid development of the B2C for 5 years, is also the "traditional channels crisis" on continuously growing period, Ma Yun also instilled in the electricity supplier chiefs and intensification of the crisis, once let the traditional the enterprise feelabsent and this crisis not only in Chinese, Amazon also forced the best buy and Barnes transformation.


under the crisis of traditional retail enterprises have OCS, with pure online shopping platform price war, with short stroke length, more difficult, and the brand enterprise net to hand Bo, dumping line so that the traditional channels interests, in WAL-MART, Taghit, BELLE and Suning are gradually waking. The mobile Internet tide outbreak, the Internet application of PC terminal is rapidly transferred to the mobile terminal, which also makes the traditional retail business model from the PC side of the B2C to the mobile terminal of the O2O conversion, the high cost of the experience, the line service is no longer a net purchase of the short board, but with the basis of user interaction, from a global perspective mobile, O2O mode is becoming the core of traditional retail electricity supplier based on.

in the western retail environment, including the industry concentration, business model, supply chain control and so on, so blindly copy the western experience is difficult to succeed, to clothing for example, well-known clothing brands are also in the Internet environment Chinese try various mobile O2O, also need time to verify it of:

store mode (the core is the line to the line diversion): UNIQLO

store model refers to the store as the core of O2O, emphasizing the value of O2O for the next line store services, O2O is mainly used for offline store diversion, improve the sales of stores under the line. Such as online coupons issued under the line used to increase store sales; online release new notice and related collocation, to attract customers to the store to try to stimulate consumers desire to buy; collect user data stores, do precision marketing; through geographic positioning capabilities to help users quickly find the location of stores, stores for the next line diversion.

on the line to the next line stores diversion mode, mainly used in the brand appeal is strong, while sales in store experience and service pull based clothing brand, so the main feature phone APP is to store the line diversion, the specific modes are: search, store coupons, brand publicity, also have a mobile phone shopping mall. Facilitate direct orders, the model representative practitioner UNIQLO, GAP China etc..

has always believed that physical channels (UNIQLO stores) is of great value for consumers, the main function of O2O is to provide the service for the next line stores, help line stores increase sales, and achieve promotion effect to be investigated, each transaction can be traced. In early 2013 April, UNIQLO has realized "store + website + Tmall flagship store + mobile phone APP multi-channel layout. Excellent.

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