Brand Online And Offline Interaction Provides Consumers With New Retail Innovation Experience

Huaihai Road

These two days in flagship store are crowded with people who are shopping and shopping.

In fact, it wasn't until November 11th that a large number of people gathered in the store last Friday afternoon.

According to the world clothing shoes and hats net, during the double 11 period this year, UNIQLO's more than 500 stores all supported Tmall's order, and the store was ready to complete the service within 24 hours.

In other words,

On the same day, consumers placed orders in Tmall and received the store's short messages within 24 hours. They could go to any stores next to the UNIQLO line of the country to pick up the goods, even if they could cross the province across the city.

Wu Pinhui, chief marketing officer of CMO in Greater China, said that during the double 11 period last year, UNIQLO first tried "Tmall order and store self mention" services.

After two years of continuous promotion, Tmall double 11 and UNIQLO are linked by more than 500 online stores in China to provide more new retail innovation experience for consumers.

In this way

This pattern does not just happen in UNIQLO family.

Reporters noted that this year more and more traditional clothing brands have launched such a linkage mode.

Taking Ningbo native Pacific bird clothing as an example, according to the relevant responsible person, in addition to the regular double 11 stock, the double 11 also explored cooperation with Tmall in the new retail business. On the basis of the original O2O project, the brand line store was expanded to participate in the double 11, through the commodity dimension and the payment dimension, to support the store to sweep the code purchase business (store store code to drop the card directly under the purchase), the shop itself to mention the business (online order, choose the nearest store pick up).

Although the brand has not yet announced the specific data from the cable to the line, however, from the physical stores visited by reporters, there are more people in the store of "new retail" clothing brands.

The above Taiping bird official said that in Hangzhou Yintai, Taiping bird brand men's wear, women's wear, children's wear and lochting series released the annual super low discount strength in more than 10 counters of Yintai, playing a 50 percent off discount.

This kind of centralized promotion also makes the sales volume of the brand increase by nearly five times than that of the normal retail sales.

As of 24:00 data in November 11th, Taiping bird clothing group's total sales of double 11 exceeded 8 hundred million this year, compared with 615 million last year.

Liu Xiuyun, President of Tmall fashion group, believes that new retail is constantly reconstructing people, goods and venues, helping the world create a new consumer interaction experience centered on consumers, and helping more brands achieve superimposed growth on line and online.

It is such a "superposition of online and offline growth", so that today's cat ten, 11 of the top ten of clothing list has become the traditional offline clothing brand world.

Reporters on Tmall's list of clothing categories (the total amount of sales as a dimension) saw that in the most competitive women's clothing, apart from the fifth ranked Internet based Korean brand clothing houses, all the rest were owned by their own retail stores. VERO MODA and ONLY ranked second only to UNIQLO, while Taiping's namesake brand and Lok Chai ranked sixth and eighth. Men's clothing category was even more physical brand, and the top three were Hai Lan's home, UNIQLO, GXG.

People who have been engaged in the Internet clothing industry acknowledge to reporters that the "brand", which is born on the electric business, has been "blocked" by the traditional clothing enterprises.

Traditional brands have launched an online official website. The top executives of the brand have indicated that the proportion of future electricity supplier sales in the whole group will continue to improve.

"By 2020, we will start the 20 billion plan with ALI, of which billions of billions of dollars have been sold online."

Zhang Jiangping, chairman of Taiping bird, said earlier.

Cheng Weixiong, general manager of clothing industry senior observers and Shanghai Liang Qi Brand Management Co., Ltd. believes that compared to the traditional brands of thousands of stores, the size of the Internet clothing brand itself is smaller.

Nowadays, those who own physical stores are gradually placing orders online, and the stores next to the line are sending goods nearby.

All kinds of data on line and offline are also gradually merging. Consumers will get the same rights and services no matter what channel they buy.

"It is a general trend to direct the consumer to the bottom line."

In addition, Cheng Weixiong pointed out to reporters that for such traditional retailers, such a centralized promotion has another advantage, which is to clear up many stocks for these large chain brands.

More interesting reports, please pay attention to the world clothing shoes and hats net.