Look At Fashion Brand GXG, UNIQLO And Nike How To Play O2O

O2O is an old topic, you can say that it is "rotten", but O2O is also a new topic, because its practice continues to have "bright spots".

And now, whether it's "fun" of UNIQLO.

It is also the big data of Nike, or the comprehensive O2O created by GXG based on intelligent logistics, or the experiment of Mark Ed Faye and camel on O2O, which has become a typical case in the industry.

First, GXG to create a comprehensive O2O mode.

If you just "double eleven" in the past "GXG" single, 2 hours after delivery is GXG "O2O" innovation, online and offline integration.

In recent years, GXG has been committed to building the supply chain storage and distribution system of the intelligent Internet of things. During the "double eleven" activities, a total of 163 stores in the second tier cities across the country have laid a good foundation for the implementation of the O2O mode.

At the same time, online and offline open "Wan Dian Tong Qing" activities, for offline stores to take online traffic at the same time, consumers under the line "double eleven" before they can go to the store to try on, try to wear a satisfactory deposit in the lock of their products, "double eleven" on the same day at home to pay the tail, it can be like online consumers waiting for goods to express home service, and online and offline products and styles consistent with the price.

In this way, consumers can not only enjoy more new products under the "double eleven", but also can receive packages from their stores around the city faster after placing orders, which greatly avoids the embarrassment of "double eleven" packages waiting for a long time.

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According to the introduction, this year "double eleven" on the same day, GXG has 60 thousand parcels to send from the national various physical stores, the north, the upper, the broad, the deep, the Hangzhou area payment immediately delivers goods.

This year, "double eleven", intelligent logistics has refreshed the new speed of supply chain.

GXG has shipped more than 45 packages, and the huge order growth has been sent out in 72 hours.

The project of "GXG" has invested 25 million yuan from 2013 to date, using intelligent logistics and warehousing technology to implement an area of more than 20 thousand square meters in the new type of electricity supplier warehouse in Hong Tang, Ningbo, and fully realize automation system including warehousing, whole container picking, shipment, zero picking, shipment, replenishment, package rechecking, and cargo sorting, with the core competitiveness of "quick response", and upgrading the overall level of enterprise supply chain through information logistics.

It is reported that the "double eleven", GXG sales exceeded 255 million yuan, compared to 165 million yuan last year, an increase of 54.54% over the same period last year, while the overall passenger price increased from 536 yuan in 2014 to 727 yuan this year.

Two, the successful online drainage of UNIQLO's "fun" marketing.

The reason why UNIQLO does O2O is that through online drainage, the sales volume of stores will eventually increase.

UNIQLO O2O is characterized by the use of "interesting" marketing practices.

For example, UNIQLOCK, a clock that combines beauty, music, dance and UNIQLO's main costume, has more than 200 million trips in more than 200 countries around the world.

For example, UNIQLO has launched a social game based on SNS. Consumers can get online coupons online while interacting with social networking. This marketing has attracted 1 million 330 thousand people in China, making the sale of the stores under the UNIQLO line successfully completed.

At present, UNIQLO's official mobile phone application UNIQLO APP supports online shopping, two-dimensional code scanning, coupon payment and offline store enquiries. The online shopping function is achieved by jumping to Tmall flagship store on the mobile phone side. The coupon issuance and offline shop search function is mainly for drainage to offline stores, increasing user to store consumption frequency and customer unit price.

The reason why UNIQLO does not take online sales as the core is that China's express delivery fees are lower, and consumers prefer to send them to their homes or companies compared with their own customers. At the same time, the IT system of UNIQLO stores and electric providers did not get through, and the goods that consumers brought to stores themselves need EC to express their business to stores.

After the trial and error, the appropriate O2O mode is chosen, that is, the upper end of the line is only the auxiliary of the line, the drainage from the line to the line, the powerful store network of the uniqo, the high quality offline retail service, and the great success.

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Three, Nike social networking +

Ultimate experience

Nike has been promoting its own digital platform Nike+ since 2013. At the same time, it has launched a number of products that quantify user movement, such as Nike+Running for mobile applications, sports watches with GPS positioning function, Sports Wristband Fuelband, daily activities, application Nike+ Move, etc.

In addition, Nike also created a public service account Nike+Run Club for runners. On the line only 10 days, 16124 people were attracted. Users spontaneously created more than 1000 running WeChat groups, and attracted more people through social networking.

These products help Nike well understand the user's exercise habits, including user's movement frequency, movement time and location information. These data contain great value. For example, accurate advertising can be realized. According to the location information of the sports crowd, the location of the offline stores can be optimized. The products that can meet the needs of consumers can be designed. When the user scale of Nike+ increases further, it can even help Nike predict the trend of the market.

And online store experience, Nike has been the ultimate.

In the Nike experience store in Huaihailu Road, Shanghai, when other shoe and clothing O2O enterprises are still grasping the product exhibition link, Nike has begun to improve the customer experience from the sports culture and sports life.

Organize regular activities such as shoe club, NTC training course, running club and so on.

Take the NTC training course as an example. Every Wednesday evening, a professional coach will lead the public to train, provide fat burning, shaping, strong body and mind training and fitness courses, and answer the questions that people encounter in fitness.

Social interaction + big data + extreme experience, forming a magnetic field, to help Nike constantly attract users, deeper grasp user needs, establish customer stickiness, forming a sports consumer group around Nike ecosystem.

Four, more brands can be used for reference.

The double eleven, in addition to GXG, there are more brand experiment O2O.

For example, Mark Ed Faye, three Tmall official flagship stores, and more than 50 offline outlets will be involved in the "double 11" participation in Tmall's "Wan Dian Tong Qing" activities. Consumers can go to the store to try them on and then place the order through mobile phones.

For example, camels, this year's "double eleven" is also a bold attempt to select some core shops in the key cities of the mature electricity supplier, through the promotion of materials in the physical store, and from the "double eleven" preparation period to start warming up.

In addition, the "private custom" mode of Gloria fashion and the "fans mode" of the fashion are all worth learning from.