How To Get Rid Of The Chaos Of Retail Trade And O2O?

At the beginning of the emergence of electricity providers, people believe that there will be offline experience, online shopping trend.

But in the latest statistics of Chinese consumers' online shopping habits, 20% of consumers are browsing online and buying offline.

Because it involves customer related parts of product experience and so on.

The rise of Ali made the Amoy brand get extraordinary success, which greatly stimulated the traditional clothing companies to smash heavily into the electricity supplier, and Metersbonwe raised 1 billion 200 million yuan in investment.

。

However, when the traditional clothing brands were on the line, Amoy brand, however, worked hard online, claiming to open 10 thousand direct store entities.

While expanding to the bottom line, the traditional clothing brands are also throwing money on the development line.

In 2013, Metersbonwe launched the O2O experience store, and integrated the electronic business platform "state purchase network" to get through online and offline.

In the first half of this year, Metersbonwe's main business revenue reached 2 billion 777 million yuan, and net profit for the first time turned to -0.95 billion yuan, down 152.98% from the same period last year.

Zhang Dong, founder of the world, believes that the strong Internet, the arrival of the new media era, the rise of the electricity supplier, the integration of the three, form a new model, integrate the advantages of resources, borrow the power to change the current money burning price war, use low-cost advantages resources, quality and quality products, thoughtful services in the future.

And O2O mode will not die without burial place.

It seems chaotic, but it can be scrambled to survive, scramble for profits, think that burning money, and price war will only lead to more rampant substandard products, fake goods and vulgar services, and the unemployment rate will continue to rise. Eventually, it will lead to consumption, investment risk is bigger and bigger, the market will be chaotic, resulting in more series of unwanted consequences. This may be a rainbow, and finally become a bloody miserable face and economic crisis.

Some analysts pointed out that Metersbonwe's electricity suppliers, franchisees, direct outlets on the three channels of style, price and even discount activities difficult to coordinate, so that Metersbonwe's inventory burden is more heavy.

In an interview with reporters, Zhu Qinghua, a researcher at CIC light industry in an interview with reporters, said that many brand strategy errors and advertising marketing investment were too large, but did not bring high output. Instead, it increased the burden on enterprises. The entity and the electricity supplier shared the same development, direct business and franchises, and eventually formed a channel confusion.

Ma Gang, an independent critic of shoe and garment industry, told reporters that Yin man joined the system to make use of other people's resources. The risk is relatively small, but he still needs to invest a lot of resources in the relevant operation guidance and meticulous management of the store.

Unlike the Yin man, Han Du Yi house does not want to expand the volume below the line. "We have also studied many cases of O2O, but have not found any particularly successful results.

We think the online market is big enough. "

Jia Peng told reporters.