Yin Song Talks About Retailers' First Quality Management Before They Can Play O2O.

< p > strong > O2O is a matter of great importance, but do not sell to a target= "_blank" href= "//www.sjfzxm.com/" > clothing "/a" consumers.

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< p > first, let me share with you one of my personal experiences.

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< p > we recently opened several stores in Hangzhou. Before opening a shop, we collected three thousand samples of Hangzhou crowd, mainly college students, who should be good.

One of the questions is to ask him, do you know what O2O is? One hundred percent of people do not know.

At that time, my own understanding, actually speaking from the consumer side, we said it very wonderful. Just now, tens of millions of elder sister said, may have made their own very hi, but consumers do not buy it.

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< p > for example, the concept of online and offline parity.

A month ago, Suning's annual report revealed that its profits had fallen sharply. It was criticized by the media that "retail should have been priced at different prices under the online and offline".

But in a mature retail environment market, the same price is a basic common sense.

Because consumers will not care about the cost difference of your brand in different channels, they are only concerned about the price difference of goods.

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< p > in the previous IBM consumer demand report, the online and offline prices are also regarded as consumers' first needs.

That is to say, no matter what channel a retail business is, the first thing to satisfy consumers is the same price on line and offline.

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< p > actually, as a retailer, O2O can be promoted as a concept, but more often than not, retailers need to link up their links.

In other words, in fact, O2O means how retailers match the consumers who have changed their consumption behavior under the background of mobile Internet.

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< p > but this matching opportunity may not have many opportunities for retail with offline entities.

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A more acceptable view before P is that offline entities are online retail experience stores, which has also become the retail advantage mentioned by traditional retailers.

But after 2014, a survey showed that the number of people buying online and buying online had dropped by 50% compared with the same period last year, and half did not experience it online.

In other words, if offline retail is no longer changed, I am afraid there is no chance to shop under the line.

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Retailers in the era of < p > strong > O2O need to manage single products < /strong > /p >

Less than P, back to China's department store industry, the key word of Chinese retailing is field control, but can this idea continue in the future? < /p >

< p > the whole department store industry in China is a joint venture mode. The profit can reach several times in several years.

To tell you the truth, this money is really profitable. I don't think Golden Triangle's drug trafficking is so profitable.

Why do we do this? Because in the early days, thousands of brands came to an entrance ticket. There were so many people outside the PK that retailers could arbitrarily crush them.

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< p > and the appearance of Ali solved this problem well, so that the whole traditional retailing was deeply introspection.

Our top grade, a target= "_blank" href= "//www.sjfzxm.com/" > dress < /a > discount, has also started to reflect from 08 years. One of the important reflections is whether the idea of field control is correct.

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< p > if we talk about field control people, it is still a real estate developer's idea.

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< p > Real retail is actually how to properly hold and sell goods, which is the essence of retail.

If you can't do anything in retail, you will always be an estate. You will always manage an entry. The final result is that only one big person can survive, and the small one can not survive.

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P, in fact, retail must be a commodity. This is a common sense problem.

And put it into the current environment, if you can not do a single product, then your O2O will be difficult to do.

For example, the purchase of different stores, online and offline prices can not get a single product, retailers how to know that the price of goods in the channel system is the same? < /p >

< p > < strong > the two technologies that can be applied to retail under the line < /strong > < /p >

< p > for today's O2O, it is a very important job to know people by field.

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< p > in China, the solution to field knowledge is Wifi.

There are several weaknesses in this technology: the first is very large power consumption, the second is too wide, and the third scenario is very mild.

What retailers want is consumer information, but more often than not, consumers need to interact with consumers.

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The report before P shows that if we offer a good return to < a href= "//www.sjfzxm.com/news/index_s.asp" > consumer < /a >, 20% consumers will be willing to provide information for you to identify his identity and trajectory.

In fact, this shows that we need to give consumers a valuable reward, not just for money, but for consumers to recognize common sense.

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< p > except Wifi, the second key technology of field identification is micro base station to achieve indoor positioning and precise positioning.

This technology can now be done: when the user goes to the next display product, we open the specified APP, the phone can pop up the information of this product, and support the comparison of similar products.

Further, we can purchase and realize payment directly through links.

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