"Double 11" War Retail Industry Has Grabbed O2O

"P" E - commerce and physical stores, once the two party with water and fire, but before the arrival of the "double 11" war, it began to "be a friend of the enemy".

In recent years, the listed companies, including a target= "_blank" href= "//www.sjfzxm.com/", "clothing /a", "Pathfinder", "Tianhong mall" and "Friends of Asia", have launched the O2O strategy, trying to bring better experience to consumers through the integration of online and offline channels.

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< p > as a famous clothing brand in China, Metersbonwe is very active in O2O layout.

In mid October, the United States apparel announcement said that the two years ago the divestiture of the electronic business platform "state purchase network" into the listed company system, in order to open up online and offline channels to create conditions.

Tianhong mall announced that it would build a platform with Tencent's Micro life, and online purchased goods could be picked up at the physical store.

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Zhou Chengjian, chairman of P, said that the core of the retail O2O strategy is interoperability, interaction and interconnection.

Take the a target= "_blank" href= "//www.sjfzxm.com/" > clothing < /a > industry, the single electronic business platform has defects that can not be tried and returned, but there are defects in the physical store, which are limited in coverage and inconvenience in finding goods.

If the two are integrated, they can give consumers a better experience.

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< p > in the American barrack O2O experience store, there is WIFI coverage when entering the door.

The staff said, if customers do not want to carry "a target=" _blank "href=" //www.sjfzxm.com/ "> clothes < /a > window shopping, you can pick up the color size at the store, then go to the online order and send it to your home.

If the customer has already placed the order online, the physical store can also become the pick up point.

It is understood that in 2014, Smith Barney will have 100 such experience stores.

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< p > > a href= "//www.sjfzxm.com/news/index_s.asp" > O2O < /a > not only is the channel interworking, but more importantly, the control of consumer behavior.

Yang Xia, a researcher at China Merchants Securities, points out that on the Internet, the behavior of consumers is left behind, and when people come, what they see and what they buy, online businesses are clear.

If the relevant equipment is installed in the physical store, and the consumption data can be collected and analyzed through the mobile Internet, it can be targeted to adjust the commodity mix and push the sales promotion information, which will help to improve the shopping experience and improve the turnover rate.

This is also very consistent with the concept of "Internet tailor" proposed by the United States.

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< p > precisely because of the huge imagination of retail O2O, this theme is sought after by the capital market.

After the WeChat O2O pilot project, Tianhong mall has three consecutive price rises.

American Apparel has risen nearly 40% since October.

More and more consumer formats such as travel agencies, home retail, and so on, began to embrace O2O.

"The traditional retail enterprise pilot O2O, its significance is not to increase a sales channel, but to use the Internet to enhance the value of the channel."

Cao Lei, director of the China Electronic Commerce Research Center, pointed out that in the short term, the pilot O2O may increase the operation cost of the retail enterprises, because the pformation of stores and the opening of WIFI require fees.

But in the long run, this is a strategic pformation that enables enterprises to implement more precise marketing.

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