服裝業借力O2O商業模式
楊惟雯
移動互聯網的快速發展，O2O商業模式運用，也給服裝零售業帶來很大亮點與機遇。
當品牌企業紛紛踏入電商業態，跟純網購平臺打起價格戰，其實是以短搏長，更加艱難，尤其線上的低價傾銷，只讓傳統管道利益受損。
借力PC端的互聯網應用快速轉移到移動互聯網端，品牌企業與傳統零售管道亦迅速向移動端的O2O轉換，此時，線下高成本的體驗、服務不再是短板，而是跟用戶互動的基礎，此基於移動的O2O模式正在成為傳統零售業的攻堅武器。
以服裝業為例，上游的品牌商也加快了O2O的步伐，在移動互聯網環境中做各種O2O的嘗試，以下針對四種比較具代表性的模式，介紹如下：
一、優衣庫—門店模式(線上向線下導流)
門店模式是指把門店作為O2O的核心，強調O2O是為線下門店服務的工具性價值，O2O主要用來為線下門店導流、提高線下門店銷量。
例如線上發放優惠券在線下使用，增加門店銷量;線上發佈新品預告和相關搭配，吸引用戶到店試穿、刺激用戶購買欲望;收集門店使用者資料，做精准行銷;通過地理位置定位功能幫助用戶快速找到門店位置，為線下門店導流等。
以線上向線下導流的門店模式，主要應用於品牌號召力較強，同時銷售以門店體驗和服務拉動為主的服裝品牌，所以手機APP的主要功能是向線下門店導流，具體模式有：門店查找、優惠券、品牌宣傳等，也都有手機商城，方便用戶直接下單，該模式的代表性踐行者有優衣庫、GAP中國等。
優衣庫一直堅信實體管道(門店)對於消費者而言有著巨大的價值，O2O的主要作用是為線下門店提供服務，説明線下門店提高銷量，並做到推廣效果可查、每筆交易可追蹤。
早在2013年4月份，優衣庫就實現了“門店+官網+天貓旗艦店+手機APP”的多管道佈局。
優衣庫的APP支持線上購物、二維碼掃描、優惠券發放以及線下店鋪查詢，其中線上購物功能是通過跳轉到手機端的天貓旗艦店來實現的，優惠券發放和線下店鋪查詢功能主要是為了向線下門店引流，增加用戶到店消費的頻次和客單價。
在優衣庫的O2O佈局策略方面，已經實現了線上線下的雙向融合，首先，APP上所展示的優惠券、二維碼都是專門為門店設計的，只能在實體店內才能掃描使用，實現從APP直接能引流到門店;其次，優衣庫店內商品和優惠券的二維碼也是專門為自有APP設計的，只能用優衣庫的APP才能掃描識別，從而將線下門店裡的消費人群吸引到線上，提高了APP下載量和使用率，利用APP的優質功能，這些優衣庫APP的使用者又會成為門店更忠實的消費者，從而形成良性迴圈。
所以，優衣庫O2O不會減弱或拋棄線下實體店，反而將重心向其傾斜。
近期優衣庫上線了網路虛擬衣櫃服務，系統會根據使用者的性別、穿衣場合、風格以及當天天氣等，給用戶推薦合適商品，做到人機交互。展望2014年，優衣庫線上上平臺挖掘方面會繼續做更多思考。
二、綾致時裝—私人定制模式：
私人定制模式是指利用O2O工具(協力廠商O2O平臺、自有APP等)建立起品牌商與消費者之間的長期聯繫和無縫溝通，充分利用國內微信、微淘等移動APP大入口的便利優勢，結合自身的服務、體驗，進行融合式的創新，為使用者提供個性化的服務和體驗創新。
一方面品牌商可以基於消費者過去的消費記錄向其單獨推送商品和優惠資訊，另一方面消費者也可以主動向品牌商提出自己的個性化需求(預約試穿、送貨上門等)，品牌商會有專人為其提供一對一服務，滿足消費者對服裝品牌的“私人定制”。
該模式由綾致時裝公司首創，目前也在積極實踐中，綾致旗下品牌有傑克鐘斯和ONLY等，依靠一對一的導購來提升銷售額，導購服務和試穿服務相對優衣庫來說更加關鍵，如何利用移動O2O將線上的便利性和線下的一對一導購、試穿融合，是O2O模式成功的關鍵。
綾致的O2O主要體現在與騰訊微生活的戰略合作上，目前利用微信的公眾帳戶+微購物平臺做入口，暫時只有品牌行銷、新品宣傳、手機購物等功能，正在測試跟導購的一對一融合，實現線上導購、預約試衣等功能，用戶到店之後，導購人員會根據使用者的需求進行服裝推薦和精准度更高的導購，這種“私人定制”的導購可以讓用戶提前篩選服裝，節省用戶的時間，門店導購可以提前安排，比如選定服裝款式提前準備好，導購人員還可以根據使用者的特殊需求做服裝的個性化推薦。
綾致是典型的導購驅動型公司，導購與消費者之間的親密互動是促成門店銷量的關鍵因素，目前綾致的O2O之路才剛剛起步，雖然“私人定制”的設想非常激動人心，但是讓用戶使用手機聯絡導購，還要預定到店服務(試穿、導購等服務)，從體驗上也給用戶造成麻煩，難度很大。
三、美特斯邦威—生活體驗店模式：
美特斯邦威服飾在O2O方面也多有嘗試，它先是與微信合作，後又與支付寶、微淘合作，最近又提出以“生活體驗店+美邦APP”的O2O模式，並在全國推出了6家體驗店。
美特斯邦威生活體驗店模式，是指品牌商在優質商圈建立生活體驗店，為到店消費者提供WIFI、平板電腦、咖啡等更便利的生活服務和消費體驗，從而吸引消費者長時間留在店內使用平板電腦或手機上網，登錄和下載品牌自有APP，美邦期望通過這些體驗店提供的舒適上網服務，實現線下用戶向手機APP的轉化，以此實現線下向線上導流量。
生活體驗店模式在服裝零售O2O領域是一個大膽、新穎的嘗試，在這種模式下，門店將不再局限於靜態的線下體驗，不再是簡單的購物場所，而是購物的同時可以愜意的上網和休息，尤其給陪著配偶購物的男人們提供一個愜意的環境來休息，他們無聊的時候可以喝著咖啡上網，流覽一下美邦APP上得商品介紹，或者直接手機下單，快遞到家裡去，這會加大美邦APP的下載量，為用戶的手機網購使用量和下單量打好用戶基礎。
美邦O2O的具體模式還在測試之中，核心是想通過“生活體驗”和“上網環境”O2O的模式，加強線下向手機APP的導流，也加強用戶的移動APP沉澱，為下一步加強移動網購、互動和會員體系做準備。
四、歌莉婭—粉絲模式：
歌莉婭的粉絲模式，基本上是利用O2O工具(協力廠商O2O平臺、自有APP等)把門店消費者沉澱到線上，成為自己的粉絲，再通過精准行銷實現用戶從線下到線上的轉化。
歌莉婭在O2O方面，選擇了與阿里旗下的微淘合作，歌莉婭先精選出全國各地近百家門店內擺放了微淘活動物料，吸引到店顧客通過掃門店內的二維碼成為歌莉婭微淘粉絲，再加上店鋪營業員的針對性引導和現場掃碼引導，短短5天內讓歌莉婭的粉絲增長了20萬，據統計活動期間共有超過110 萬用戶打開手機訪問了歌莉婭天貓店鋪。
歌莉婭粉絲模式，是通過門店對現場用戶的引導，將用戶拉到微淘的歌莉婭帳戶，成為其粉絲，隨時接收歌莉婭的新品發佈推薦、優惠活動發佈、穿衣搭配建議…等資訊，然後通過粉絲線上互動提高粘性，然後微淘的推薦連結可以直接指向天貓APP的歌莉婭旗艦店，在精准推薦的拉動下，促進直接下單。
基本上，歌莉婭善用社會化平臺的粉絲聚集功能，而目前具有粉絲互動功能的社會化O2O平臺有微信(公眾帳戶)和微淘(粉絲帳戶)，對應的騰訊微購物平臺和天貓平臺都可以幫助用戶直接手機網購，這種模式實際上是線下向線上反饋導流，提高使用者移動購物的頻率和粘性，但需要避免線上、線下價格不一致導致的互搏困境。
總之，服裝零售移動O2O的模式還都在探索期，國內服裝品牌的行業集中度太低，品牌粘性都沒有養成，這時候品牌搞移動APP有難度，目前可先借助協力廠商移動O2O入口，例如微淘、微信等，結合自身零售體系特色，摸索更個性化的移動O2O解決方案。
此O2O的模式的創新是沒有行業標準答案，但對服裝品牌來說，移動O2O的大方向是充分利用移動端的互動優勢，提高使用者到店消費的頻率，移動只是工具，零售才是本質，兩者充分結合，才是未來服裝品牌電商化的核心。
微信 
留言列表（25,476条）
There is certainly a great deal to learn about this
issue. I love all of the points you made.
Aw, this was a really nice post. In thought I wish to put in writing like this moreover – taking time and precise effort to make a very good article… but what can I say… I procrastinate alot and certainly not seem to get one thing done.
Its like you read my mind! You seem to know a lot about this,
like you wrote the book in it or something.
I think that you could do with a few pics to drive the message home a little bit, but instead of that, this is magnificent blog.
A fantastic read. I’ll certainly be back.
Thanks for every other informative web site.
Where else may I am getting that kind of info written in such an ideal means?
I’ve a project that I’m simply now working on,
and I’ve been on the glance out for such info.
I have been examinating out many of your stories and i can claim pretty clever stuff. I will surely bookmark your site.
Good forum posts Regards!
Great blog here! Also your web site loads up
very fast! What host are you using? Can I get your affiliate link to
your host? I wish my site loaded up as quickly as yours lol
Hi there all, here every one is sharing these familiarity, thus it’s nice to read this webpage,
and I used to go to see this web site everyday.
Hello there! This is kind of off topic but I need some guidance from an established blog.
Is it difficult to set up your own blog? I’m not very techincal but I can figure things
out pretty fast. I’m thinking about setting up my own but I’m not sure where to start.
Do you have any tips or suggestions? Cheers
There’s certainly a lot to know about this topic.
I like all the points you have made.
I am not positive where you’re getting your information, but great topic. I must spend some time studying more or working out more. Thanks for great information I used to be in search of this information for my mission.
Superb info, Thank you!
Regards! Terrific information!
Its like you read my mind! You seem to know a lot about this, like you wrote the book in it or something.
I think that you can do with some pics to drive the message
home a little bit, but instead of that, this is excellent blog.
A great read. I’ll certainly be back.
Thanks so much for giving everyone an extraordinarily superb possiblity to discover important secrets from this blog. It’s always so lovely and also full of a lot of fun for me and my office colleagues to search your site a minimum of thrice per week to read the newest issues you will have. And definitely, I am also actually pleased with your terrific pointers you serve. Certain 2 points in this article are essentially the most suitable we have ever had.
Hmm it seems like your blog ate my first comment (it was extremely long) so I guess I’ll just sum it up what I wrote and say, I’m thoroughly enjoying your blog. I as well am an aspiring blog writer but I’m still new to the whole thing. Do you have any tips for novice blog writers? I’d certainly appreciate it.
Howdy just wanted to give you a quick heads up. The text in your content seem to be running off the screen in Safari.
I’m not sure if this is a format issue or something to do with browser
compatibility but I figured I’d post to let you know.
The design look great though! Hope you get the issue solved soon. Cheers
There are definitely loads of particulars like that to take into consideration. That is a great level to convey up. I provide the ideas above as general inspiration however clearly there are questions just like the one you convey up the place a very powerful factor will probably be working in honest good faith. I don?t know if best practices have emerged around things like that, however I’m positive that your job is clearly identified as a good game. Each girls and boys feel the impression of just a second’s pleasure, for the rest of their lives.
Hi to all, the contents existing at this web site are really amazing for people experience, well, keep up the good
work fellows.
This website was… how do you say it? Relevant!!
Finally I have found something that helped me.
Many thanks!
It’s genuinely very complex in this full of activity life to listen news on TV, so
I just use the web for that purpose, and get the most up-to-date information.
Hi every one, here every one is sharing such knowledge, thus
it’s good to read this weblog, and I used to pay a visit this
webpage every day.
I every time used to read paragraph in news
papers but now as I am a user of net so from now I am using net for content, thanks to web.
Hey I am so thrilled I found your blog page, I really found you by error,
while I was looking on Bing for something else, Anyhow I am here now
and would just like to say cheers for a tremendous post and a all round exciting blog (I also love the theme/design), I don’t have time to read through
it all at the moment but I have book-marked it and also included your RSS feeds, so when I have time I will be back to read much more, Please do keep up
the great b.
These are genuinely wonderful ideas in concerning blogging.
You have touched some pleasant things here.
Any way keep up wrinting.
Hello there, There’s no doubt that your website might be having web browser compatibility problems.
Whenever I take a look at your site in Safari, it looks fine however when opening in IE, it has some overlapping
issues. I merely wanted to provide you with a
quick heads up! Besides that, excellent website!
Hi there, just wanted to tell you, I loved this blog post. It was funny. Keep on posting!|
Piece of writing writing is also a excitement, if you be acquainted with after that you can write or else it is
difficult to write.
What’s up to every one, it’s actually a good for me to visit this web
site, it consists of important Information.
Fantastic data Cheers!
Very rapidly this website will be famous amid all blogging viewers, due to it’s fastidious articles or reviews
Hello There. I found your blog using msn. This is an extremely well written article.
I will be sure to bookmark it and come back
to read more of your useful info. Thanks for the post.
I will definitely return.
Hi there! I just wish to give you a huge thumbs up for your excellent info
you have got right here on this post. I will be returning
to your site for more soon.
I could not resist commenting. Perfectly written!
Hi there colleagues, its enormous piece of writing on the topic of cultureand entirely explained, keep it up all the time.
We’re a group of volunteers and starting a new scheme in our
community. Your site offered us with valuable information to work on. You have done a formidable job and our whole community will be thankful to
you.
This page definitely has all of the info I wanted about this subject and
didn’t know who to ask.
You’re so cool! I do not believe I have read a single thing like that before.
So wonderful to find someone with unique thoughts on this issue.
Really.. thank you for starting this up. This web site is something that is required on the web, someone with some originality!
Stunning story there. What happened after? Good luck!
Great work! That is the type of information that are meant
to be shared across the web. Disgrace on the seek
engines for no longer positioning this post upper! Come on over and seek advice from my
web site . Thank you =)
I’m not sure where you’re getting your info, but great topic.
I must spend a while studying more or figuring out more.
Thanks for fantastic information I was in search of this info for my mission.
Regards, A lot of stuff!
Undeniably believe that which you said. Your favourite
reason seemed to be at the web the simplest thing to take into account of.
I say to you, I certainly get irked even as other people consider issues that they plainly
don’t recognise about. You managed to hit the nail upon the
top and defined out the whole thing with no need side effect , folks can take a signal.
Will likely be back to get more. Thank you
Good day! I know this is kinda off topic but I’d figured I’d
ask. Would you be interested in trading links or
maybe guest writing a blog post or vice-versa? My site addresses a lot of the same subjects as yours and I believe
we could greatly benefit from each other. If you are interested feel free
to send me an e-mail. I look forward to hearing from
you! Excellent blog by the way!
This is a very good tip especially to those new to the blogosphere.
Brief but very precise info… Thanks for sharing this one.
A must read article!
After checking out a handful of the blog posts on your
site, I honestly appreciate your way of writing a blog.
I saved it to my bookmark site list and will be checking back soon. Take a
look at my web site too and let me know how you feel.
I enjoy what you guys tend to be up too. This kind of clever work
and exposure! Keep up the amazing works guys I’ve
added you guys to blogroll.
Hi to all, for the reason that I am in fact keen of reading this weblog’s post to be updated on a regular basis.
It carries nice stuff.
I was wondering if you ever considered changing
the layout of your site? Its very well written;
I love what youve got to say. But maybe you could a little more in the way of content
so people could connect with it better. Youve got
an awful lot of text for only having 1 or two pictures.
Maybe you could space it out better?
Các sòng bạc trực tuyến đã trở nên phổ biến tại Việt Nam, mang
lại những trải nghiệm tiện lợi và thú vị mà
sòng bạc truyền thống chỉ cung cấp được ở các địa điểm
vật lý của chúng. Nhiều người bị hấp dẫn bởi
sự đa dạng của các trò chơi có sẵn, từ slot cổ
điển đến các trò chơi với người chia bài trực tiếp tái hiện cảm giác như đang ở trong một sòng bạc thực thụ.
Khả năng tiếp cận khi chơi từ thiết bị di động hay máy tính cho phép những
người yêu thích game có thể tận hưởng trò chơi
yêu thích của họ bất cứ khi nào.
Bên cạnh đó, khi nói đến các sòng bạc online tại Việt Nam,
điều quan trọng là phải nhấn mạnh đến đó
là khung pháp lý cực kỳ phức tạp, và việc chơi qua các trang web
quốc tế là cách thông thường đối với
các người chơi Việt Nam. Những người tham
gia có kế hoạch tham gia với hoạt động hình
thức cá cược online cần tìm hiểu kỹ lưỡng độ uy tín và
hợp pháp của các trang web mà họ chọn sử dụng,
cũng như nắm vững về các rủi ro và thực hành cá cược có trách nhiệm.
Những người quainteressted trải nghiệm nghề cờ bạc
online nên luôn luôn cập nhật thông tin về các quy định và đảm bảo rằng họ
đang chơi trong một môi trường an toàn và công bằng.