China Merchants Securities Released An Investigation Report On The State Of The United States.

"P" recently, China Merchants Securities released a survey report on the state of the United States. According to the report, it is still difficult to achieve the true O2O operation at the same time.

But the United States is building a foundation for integrating PC, mobile Internet and offline entities.

The report describes in detail the basic situation of every part of the US bond business, and collate it as follows.

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< p > < strong > 1.PC leading edge, Tmall flagship store and bang bang franchise store develop steadily < /strong > /p >

< p > from the sales situation of the past line, it is mainly from the contribution of Tmall, but Tmall's sales have certain volatility. Every year, it has been promoted by several large activities such as double eleven, double and so on.

Especially in recent years, the sales of casual wear in Taobao Tmall are relatively stagnant, and the scale of online sales of the company has not increased much. In the past two years, it has maintained a scale of about 300 million.

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In the next 3 years, Tmall will still be the main battlefield of online sales of "a href=" //www.sjfzxm.com/news/index_c.asp "apparel products < /a >. In the 14 year, Tmall plans to strengthen docking with Tmall platform and increase investment.

At the same time, it also plans to cooperate with other third party platforms such as Jingdong.

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In recent years, P has been growing steadily, and has formed a certain scale of consumer groups, of which 50% is its own access traffic.

In addition, Bong network's visit and membership viscosity are relatively high, and its membership revenue share, customer price and gross profit rate are all higher than Tmall platform.

After returning to the system of listed companies, BPO will share the task of identifying and pforming members with the mobile internet terminal, docking with WeChat, and having the function of starting new products.

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< p > < strong > 2. the three party interchanges under the mobile terminal, PC end and offline are a href= "//www.sjfzxm.com/news/index_c.asp" > O2O < /a > lay the foundation < /strong > /p >

< p > the core of the model lies in the combination of online and offline, precise positioning of users, marketing effect and so on, and can really achieve the best mode of interaction between people, goods and fields.

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At the end of 10, at the beginning of 11, P was trying to make mobile Internet.

But at that time, the company could not solve the mobile terminal entry problem.

After continuous attempts, mbon created the APP of the State purchasing mall. Until August 28th, when it cooperated with WeChat in 13, the problem of entry was solved.

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P > MBB's cooperation with WeChat mainly adopts the cooperation with the micro life and the mode of docking with its own official mall.

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< p > since the mobile Internet was launched last year, the number of visits to m.banggo.com mobile terminals in the state shopping mall has increased a lot, many of which are drained from WeChat public accounts.

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< p > in addition, the company can trace the membership information of the new experiential shop under the WIFI line through the system. In the case of Yanqing store, the information can be synchronized in 1 minutes every day. It can observe how many guests enter the store, how many orders are generated, and how many single products purchased.

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< p > therefore, on the whole, the positive effect brought about by the cooperation with a href= "//www.sjfzxm.com/news/index_c.asp" > WeChat < /a > can be summed up as the improvement of customer behavior information quality and the increase of gross profit margin and conversion rate after customers enter the store.

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< p > WeChat not only connects the online and offline businesses, but also realizes the docking with the PC end state purchase network, which provides a foothold for the long term development of the US mobile internet terminal.

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< p > at present, in the early stage of WeChat development, the flow allocation mechanism is more cooperative. But in the long run, market competition will intensify if new entrants increase.

In terms of the docking between the mobile internet terminal and its own independent PC terminal, the US power is stronger than the docking with the PC side third party platform.

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< p > < strong > 3. < a href= "//www.sjfzxm.com/news/index_c.asp > > garment industry < /a > it is difficult to realize real O2O at present. < /strong > /p >

< p > China's clothing online and offline prices are too large, and the dominant channel interest system, the price and discount are not unified, and the background system can not be fully covered, so it is difficult to coordinate the interests. At this stage, it is very difficult for garment enterprises PC to achieve the real O2O mode.

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< p > from the present stage, the traditional brands of special products on sale line can avoid the price conflict on line and at the present stage.

At the same time, in terms of channel, the cost of pformation of enterprises with high direct proportion is relatively small. If a company with a high proportion of affiliate has to develop online business, they need to have greater determination to gradually change and strengthen the control ability of the channel, so as to reduce the conflict of interests between channels.

In addition, the leading brand of mobile Internet layout deserves attention.

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< p > now, the United States has only a small scale of the same price goods in the state purchase network. In the 14 spring and summer commodities, some specific categories will try to sell the same price in the state purchase network.

The main role of BPN is to assist in promoting online and offline interaction, and not focus on promoting short-term business growth.

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