The Reform And Development Of O2O In Underwear Market Is Becoming Wider And Wider.

< p > for ladies, the underwear brand of "urban beauty" is no stranger to it. < a href= "//www.sjfzxm.com/news/index_f.asp" > its brand < /a > spokesperson Lin Chiling may be the focus of attention among men.

But most of us are not sure about the operation of urban beauty.

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< p > City beauty headquarters is in Dongguan. Currently, there are more than 6000 stores in all the large and small cities in the country, of which 20% are self owned shops and 80% are franchised stores. In 2013, the sales volume of its stores under the line was 6 billion yuan.

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< p > according to relevant reports, city Li has submitted the application form before the lunar new year. It is expected to be listed in Hongkong in the first half of this year and plans to raise about $200 million (about HK $1 billion 560 million).

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< p > < strong > "electronic commerce has no effect on us" < /strong > /p >

Zheng Yaonan, chairman and President of the urban beauty industry Co., Ltd., sponsored by the magazine last year, sponsored by the magazine, "the electronic commerce has no impact on us." why did it say that? It actually promoted our development. Actually, up to now, our company has not done electronic commerce. Now, there are two hundred or three hundred stores on Taobao, all of which are my franchisees, and some small clients do it on the top. I didn't do it myself, but it doesn't mean that I do not make use of e-commerce and Internet, bringing us a very good company's development.

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< p > he thinks that the electricity supplier is the essence of retail and a tool of high technology. Then I use this tool to sell a product. Now, no matter what, we are using high technology and using various kinds of technologies to serve our customers, companies and consumers.

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< p > "to the industry, underwear is to be an electronic business. Underwear and ordinary electronic products, insurance and tourism are very different. It is very important for women's experience.

I don't know if the men attach importance to underwear, because the underwear is similar to those codes, but the women's underwear is different. It is very important for women's experience.

So if I can't solve this problem, how can I do the electricity supplier? "< /p >.

< p > although the urban beauty has maintained a relatively good growth in the past few years, it feels a sense of crisis in the fast tide of the Internet. It also actively launches e-commerce strategy as traditional retailers do.

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< p > < strong > changing the concept of O2O mode to start the "full channel members" a href= "//www.sjfzxm.com/news/index_s.asp" > marketing /a > < /strong > /p >

< p > in fact, since 2012, the urban beauty has begun the construction process of e-commerce. The initial effort is concentrated on the backend commodity management platform.

This platform will manage the circulation of commodities of the whole company, including the execution of sales, shipment, store replenishment, etc., and provide suggestions for store purchase and sale based on the data of later stage.

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< p > in reporter Cui Xi's report, the electricity supplier in the city beauty company has changed its name to the "full channel member marketing".

In recent years, urban beauty has found that the traditional ways of defending members, such as telephone and text messages, are now getting lower and lower. The loss of members is serious. If we can provide better online integration management, exchange and client mode, we will have great benefits to activate members.

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< p > strictly speaking, it is not for the sake of purely electronic commerce, but for the expansion of retail channels under the Internet environment.

"We are providing a more comprehensive shopping channel for members," said CIO, a city beauty.

We only provide a possibility for members to purchase, a better service around members. "

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P > Sha Shuang believes that there are few choices for traditional enterprises to develop E - commerce. They do marketing for their own platform, or cooperate with the mature third party e-commerce platform.

Either way, the real core lies in the positioning of the role of e-commerce.

As traditional retail enterprises enter e-commerce, some enterprises will lower the price of online products in order to expand their online businesses, which will have a great impact on the interests of offline stores or franchisees.

There are also enterprises that choose different brand new products from online sales and offline, which results in confusion of consumers' brand cognition.

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< p > < strong > the core of urban beauty O2O is "online shop subsidized stores, online feedback line" < /strong > /p >

< p > urban beauty believes that under the same brand, online and offline is an integral part.

In the process of planning the electronic business platform, the urban beauty has repositioned the relationship between online and offline.

In line with the strategy of "full channel member marketing", city beauty has positioned the electronic business platform as a supplement to retail channels, and it is also a form of sales channel as offline.

The urban beauty who started by a physical store looks like a physical store is the key point of operation contention. Even if it starts online business, it is also a cross border integration of interoperability and interoperability.

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< p > based on this positioning, urban beauty innovatively formulated a unique mode of operation of e-commerce platform: the profit generated by the electronic platform after selling products to members, and all proceeds after deducting operating costs are allocated to the stores registered by members.

The new mode of profit distribution has changed the relationship between online and offline. The marketing channel of urban beauty business platform and offline stores and franchisees is no longer the competition of the two sides, and has become a win-win structure for mutual promotion.

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< p > Sha Sha introduces the operation idea of the city beauty business platform: "the electronic business platform only maintains operation, and profits go to franchisees."

According to the calculation of Sha Shuang, on average, every 100 yuan sold, after deducting the cost of goods and the operation cost of the electronic business platform, the profit that can be allocated to the distributor is around 15-20 yuan.

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< p > but in the process of developing O2O mode, the biggest problem faced by entities in the process of development is the conflict of resources between the online and offline channels, and different enterprises adopt different solutions.

For example, Suning practiced online and offline goods to open up, the same price, some < a target= "_blank" href= "//www.sjfzxm.com/" > clothing < /a > brand is also exploring the online and offline information flow and commodity flow to get through.

This is also a challenge for urban beauty in the future.

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< p > WeChat's fire is like tea today. Many e-commerce professionals have begun the exploration of WeChat's electricity providers, especially WeChat's official announcement last week that the payment interface is fully open, which has strengthened many people's confidence in WeChat business.

Before that, urban beauty has launched WeChat public accounts as a channel for brand promotion and user surveys, to feed and sell offline stores and product development.

It has laid a solid foundation for WeChat, an urban beauty.

How did he operate specifically? < /p >

< p > there are two parts of the urban beauty WeChat public account. One is the recommended content (female work, life, and the chicken soup for the soul). The other part is the click of "enter the front page" button to enter the urban beauty WeChat custom page: < /p >

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< p > 1) Magic Li: this section is mainly a picture display of the metropolis beauty product model and the urban beauty user. The display is divided into "hundred Bra" and "warm winter days" and so on. There are product profiles, but it can not be placed directly.

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< p > 2) right neighbor Li Li: in fact, it is a query location query tool with embedded map. Through it, users can find the specific address of the city beauty line next door of their attachment, similar to LBS service.

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< p > 3) where do the beautiful people go? This is a survey of the shopping experience of urban beauty consumers.

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< p > 4) jigsaw girl: a jigsaw pass game. Each pattern is a model map of urban beauty. It sets up a game description, and users can share gifts after completing the jigsaw puzzle successfully.

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< p > 5) Li Niu said: caricature + humorous encyclopedia, partial female content, humor and little common sense conduction.

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< p > 6) Wang's men: marriage, family and parenting.

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< p > 7) goddess of diversity: user information questionnaire, the system will recommend the user's interest in the beauty and style of the city based on the user's basic information.

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< p > 8) big s s: users enter their own upper chest circumference and lower bust. After submission, they can get their own size.

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< p >, we can see that the urban beauty is running in the way of < a href= "//www.sjfzxm.com" > WeChat < /a > public account. We should give full play to the attributes of WeChat CRM tools and closely focus on our target users. We should focus on entertainment, interest and interaction, and stick to user roles in content. The ultimate goal is to guide users to buy offline products.

At present, urban beauty official micro-blog has become the main battleground to promote its WeChat public number, and it is promoted with the store under the line.

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