Beautiful Fashion In The Micro Shopping Media Voice Tells The Details Of O2O

< p > January 6th, a few days ago, low-key WeChat VERO O2O fashion brand VERO MODA for the first time at the Tencent micro shopping media communication conference for the first time, Lin Qiao, vice president of Lingbei clothing group, talked about the cooperation process and future vision of VERO MODA and micro shopping.

The billion power network has sorted out the following noteworthy details: < /p >

< p > < strong > O2O is led by the electricity supplier department to the offline department leading /strong < < /p >.

< p > according to Lin Qiao, the cooperation between VERO MODA and micro shopping is the beginning of the electric business department. Later, considering that the most important value of this mode is to change the experience of shopping under the user line, so it is replaced by offline shop.

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< p > in the autumn and winter of 2013, about 60% of the products of VERO MODA were added to the two-dimensional code. In 2014 spring, all the clothes of VERO MODA will be scanned through two-dimensional code or even barcode and pferred to the line.

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< p > User scanning code can reach the micro shopping page, check the relevant collocation of goods, collect favorites or order directly.

After placing the order, the user can pick up the goods on the spot or return home to deliver the goods from the VERO MODA store (currently working with SF).

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< p > < strong > > most of the offline stores that try O2O are direct stores < /strong > /p >

< p > reporter understands, < a href= "//www.sjfzxm.com/news/index_c.asp" > VERO MODA < /a > there are 1800 stores in the country, of which 500 are direct Battalions (with shoppingmall cooperation), the rest are joint ventures (with department stores), and the main part of the cooperation with micro businesses is in Direct stores.

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Compared with shoppingmall, department stores have more objections to the cooperation between VERO MODA and micro shopping than P, especially when they just started working together.

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< p > Lin Qiao believes that the emotional rebound of department stores is largely due to the incomplete understanding of the O2O mode.

"If I just moved the performance of offline stores to Tencent's Micro shopping platform, or moved the performance of e-commerce to micro shopping, it would be meaningless and not my original intention.

Our original intention is that the emergence of every channel must be perfect for the original channel, and it will help the total amount. "

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< p >, she explains, O2O is of great value in helping the offline store to pull back the passenger flow rather than take away the passenger flow.

"For example, our salesperson recommends 10 clothes to customers through WeChat, and 70% of them will try out at the offline store instead of online payment.

This is helpful to increase passenger flow under the line. "

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The strategy of < p > strong > Ali < a href= "//www.sjfzxm.com/news/index_c.asp" > O2O < /a > is not clear yet.

< p > in fact, in addition to relying on WeChat's Tencent micro shopping, Ali last year in O2O up and down a lot of efforts, micro Amoy has become a key role in this business.

There are some ways to promote it, such as encouraging users to scan the two-dimensional code in the store, browse the merchandise online, and make up for the limitation of the display of the shop.

In the O2O business, Ali has launched a battle for brand competition with Tencent. At present, Gloria, GXG, Xiang Ying and Wan Wei duck neck have become the O2O benchmark for Ali's key establishment.

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< p > how to choose the O2O mode of various platforms such as Ali and Tencent micro shopping, Lin Qiao disclosed that in the aspect of O2O, Tencent is the first to find the fashionable fashion. When the cooperation comes to the middle period, Ali begins to seek cooperation. If too much attention is paid, the attention will be more dispersed.

In addition, at that time, Ali's ideas on O2O were not very clear, so we hoped to finish the cooperation chain of Tencent first and try other cooperation step by step.

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< p > < strong > the future idea of micro shopping: < a href= "//www.sjfzxm.com/news/index_c.asp" > private customization < /a > /strong > /p >

< p > Lin Qiao also describes a user value that will be generated in the future of micro shopping, that is, "private custom" service: when a customer online or a micro shopping platform establishes a link with a shopping guide, and maintains such a link in the future, the shopping guide will become the customer's private shopping guide and make regular clothing recommendation for him.

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< p > on the customer side, on the one hand, it can actively solicit the purchase advice through the micro shopping platform, on the other hand, it can also put forward its own commodity purchase intention, advance the booking through the micro shopping, try to prepare the merchandise and fitting room ahead of time, and reduce the time cost of the user to shop.

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< p > it is understood that, in order to strengthen the next line shopping guide and customers one to one service experience, Tencent micro shopping is currently testing a guide App for the shopping guide.

Through this client, shopping guide can receive the demand of corresponding customers on the micro shopping platform at any time, so as to make the fastest feedback.

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< p > < strong > the training of shop guide is a key point in the process of O2O < /strong > < /p >.

< p > for salesmen, one is to enhance their enthusiasm, the two is to cultivate the mastery of network technology.

In order to enhance the enthusiasm of offline salesmen to use the micro shopping platform, the online turnover of VERO MODA on the micro shopping platform is counted in the salesperson's performance. This is also the important reason why the O2O business is dominated by the offline retail department. In order to make the 20 thousand salesmen more proficient in the network platform, the company must also train the employees in the network technology and online marketing skills.

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< p > in addition, the user experience of micro shopping platform and the security and stability of system data are two problems that Lin Qiao feels in the process of "O2O mice".

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