The birth of Internet tools such as APP and WeChat has transformed the traditional retail business mode from the PC terminal B2C to the O2O of the mobile terminal. The high cost experience and service under the line are no longer the short board of online shopping, but the foundation of interaction with users.

Four days of 2014 China International clothing Clothes & Accessories The Expo (CHIC) will come to a close today. The audience can be seen everywhere, with mobile phones everywhere scanning code, and even on-site shopping. A more intuitive feeling is that for the traditional industries that emphasize the experience of clothing, the O2O shopping mode will not only weaken consumers' sense of purchase participation, but also make shopping itself and the choice of commodities more abundant.

The audience scan the code ticket entry site to experience O2O convenient shopping.

In front of the E2 exhibition hall at the leisure hall, almost all day, people opened WeChat's "sweep" function, waiting in line to sweep the code. "Attention to the brand micro shopping public address, participation in raffle tickets and online coupons" attracted many fans in the two days. With a tablet PC, the staff is ready to demonstrate the new shopping mode of online and offline integration for customers: customers can sweep the two-dimensional code of the tag on WeChat to complete the order, and can also complete the shopping by downloading the brand APP scan bar code, and synchronize all the products on the two platforms with offline sales.

However, the coverage within 3 kilometers of traditional stores is always the resources and capabilities that e-commerce is difficult to replicate. How to make full use of the "front desk" resources of terminal stores and bring them to the top? In fact, the O2O mode has shown the ability to integrate online and offline resources and revitalize the game.

"From the two shopping platforms online to offline, to the two shopping processes of payment and picking, consumers have four alternative combinations: the store sees it. clothes Lack of color and lack of money can be adjusted online by products. When the stores pay cash, they can choose to mail or store to pick up the goods. They can also pick up the clothes on the line and pick up the goods, shorten the waiting time and reduce the logistics cost. The staff explained patiently, and showed the recommended collocation of the brand independent APP and micro shopping provided by professional collocates. Such a convenient shopping experience is affecting the shopping habits of different consumers.

　 Store shopping guide binding customers to mobilize offline crowd "play" up

Jinyuan women's clothing at the E2 exhibition hall is also crowded with sweep yards. Many of them come to share the experience of O2O project. The project leader, who is also a media reporter Tang Zhong, is not eager to tell reporters about the progress and goal of the brand O2O mode. Instead, he picks up the phone to demonstrate how to play the game.

"First of all, you have to be clear that O2O can't play without the promotion of offline stores." Tang Zhong Chuan temporarily played the consumer, opened WeChat to sweep the code of a garment, at this time, his mobile phone screen also jumped out of a two-dimensional code, "guide the salesman sweep my two-dimensional code, once I consume behavior in the micro shopping platform, even if he (she)". Similarly, APP is the same pattern. " To mobilize offline stores to participate in promoting APP and micro shopping initiative, the two shopping platforms can be pushed to consumers in the most accurate and effective way.

Starting from January this year, we launched the APP in Quanzhou market. Although there is some slight difference between the customer scanning link and Jinyuan, the logic of "play" is the same. We start the "cloud Wardrobe" project as a support for O2O. "Sales personnel, merchandise, stores (i.e. people, goods, stores) will be recorded in the system to provide the same products and services for the online and offline customers. At the same time, with the help of APP, micro shopping platform to import passenger flow, and using this platform to enhance user loyalty and retention rate, plus mobile end payment experience and online customer service, truly create a mobile Internet communication service platform, online and offline to achieve effective integration, forming a closed loop of consumption. Wang Weiwei, the head of the company's news center, revealed that the four stores that had run APP for the first time this year had far exceeded expectations.

The O2O mode has also attracted many platforms. The reporter understands that in mid April this year, micro shopping will hold the first O2O promotion with the ten brands, including Quanzhou brand, regional brand, Jinyuan and seven wolves.