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（25,528条）
Hello there, I found your site via Google even as looking for a related matter, your web site came up,
it appears to be like great. I’ve bookmarked it in my google bookmarks.
Hello there, just became alert to your blog thru Google, and located that it’s truly informative.
I am gonna be careful for brussels. I’ll be grateful in case you proceed this in future.
Many other folks will likely be benefited out of your writing.
Cheers!
When some one searches for his required thing, thus he/she
desires to be available that in detail, therefore that thing is maintained
over here.
My brother suggested I might like this website. He was entirely right.
This post truly made my day. You can not imagine simply how much time I had spent for this
information! Thanks!
This website really has all the information and facts I wanted concerning this subject and didn’t know who
to ask.
Hi there, constantly i used to check blog posts here in the early hours in the
break of day, for the reason that i like to learn more and more.
Embark on the unrivaled thrill in the skies with Love Cloud in Las Vegas, Nevada!
Take your love life, anniversaries, weddings, or proposals to unprecedented heights aboard our
lavish twin-engine Cessna. Captain Tony ensures a smooth
flight while you enjoy intimate moments 5,280 feet above the breathtaking Las Vegas skyline.
Our intimate cabin is equipped with a plush bed, red satin sheets, and a
“pillow for different positions,” setting the stage for memorable mile
high club adventures. For just $995, experience 45 minutes of pure
ecstasy, with longer sessions available for extended pleasure.
Whether you’re a daring couple, seeking to reignite the flames
of passion, or a group of adventurous friends, Love Cloud caters to your most daring fantasies.
Join the privileged ranks of satisfied customers, from amorous newlyweds to
seasoned swingers, who have experienced the
thrill of intimate encounters in the clouds. Don’t miss your chance to soar to new heights
of ecstasy with Love Cloud. Book your flight today and prepare for an unparalleled journey where the sky’s the limit!
Asking questions are actually pleasant thing if you are not understanding
something entirely, however this piece of writing presents good understanding even.
It’s actually a great and helpful piece of info. I’m glad that you shared this helpful info with us.
Please keep us informed like this. Thanks for sharing.
I’d like to find out more? I’d like to find out more details.
I don’t know whether it’s just me or if perhaps everyone else experiencing problems with your
website. It looks like some of the text in your content are running off the screen. Can someone else please provide feedback and let me
know if this is happening to them as well? This may be a issue with my internet browser because I’ve had this happen before.
Many thanks
No matter if some one searches for his required thing, therefore he/she wishes
to be available that in detail, therefore that thing is
maintained over here.
Hi it’s me, I am also visiting this web site regularly, this site is truly pleasant and the viewers are
really sharing fastidious thoughts.
Heya i am for the first time here. I came across this board and I find It truly useful
& it helped me out much. I hope to give something back and aid others like you aided me.
Hi there friends, pleasant paragraph and pleasant urging commented at this place, I am
truly enjoying by these.
Undeniably believe that which you stated. Your
favorite reason appeared to be on the web the easiest thing to
be aware of. I say to you, I definitely get annoyed while people consider worries that they just do not know about.
You managed to hit the nail upon the top and defined out the whole thing without having side-effects , people could take a signal.
Will likely be back to get more. Thanks
Wonderful, what a weblog it is! This webpage gives helpful data to us,
keep it up.
Having read this I believed it was really informative.
I appreciate you finding the time and energy to put this
information together. I once again find myself
personally spending way too much time both reading and posting comments.
But so what, it was still worthwhile!
Hey! Someone in my Myspace group shared this site with us so
I came to look it over. I’m definitely loving the information.
I’m book-marking and will be tweeting this to my
followers! Fantastic blog and excellent design and style.
This is the perfect webpage for everyone who hopes to find out about this topic.
You understand a whole lot its almost tough to argue
with you (not that I actually will need to…HaHa).
You definitely put a new spin on a topic which has been written about for decades.
Great stuff, just wonderful!
Do you have a spam issue on this blog; I also am a blogger, and I was curious
about your situation; many of us have created some
nice practices and we are looking to exchange strategies with others, be sure to shoot me an email if interested.
I do consider all of the concepts you’ve presented in your
post. They’re very convincing and can certainly work.
Still, the posts are very short for novices. May you please extend them a bit from subsequent time?
Thanks for the post.
I think the admin of this site is truly working
hard in support of his web site, as here every
stuff is quality based stuff.
Very good info. Lucky me I came across your blog by chance
(stumbleupon). I’ve book-marked it for later!
I just like the helpful information you provide in your articles.
I’ll bookmark your blog and check again here frequently. I am somewhat certain I’ll learn plenty of new stuff
proper right here! Best of luck for the next!
This is my first time pay a quick visit at here and i am
really pleassant to read everthing at single place.
Hi, i read your blog from time to time and i own a similar one and i was just curious if you get a lot of spam comments?
If so how do you reduce it, any plugin or anything you can suggest?
I get so much lately it’s driving me insane so any help is very much appreciated.
I enjoy, cause I found exactly what I was looking for.
You have ended my 4 day long hunt! God Bless you man. Have a great day.
Bye
Thanks for ones marvelous posting! I genuinely enjoyed reading it, you are a great author.I will be sure to bookmark your blog and will come back later in life.
I want to encourage you continue your great writing,
have a nice morning!
After looking over a number of the articles on your blog, I really appreciate your technique of
writing a blog. I saved it to my bookmark website list and
will be checking back in the near future.
Please visit my website as well and tell me how you feel.
Its such as you learn my mind! You appear to know so much about this, such as you wrote the e book in it or something.
I think that you simply can do with a few percent to force the message house a little
bit, however instead of that, this is great blog.
A great read. I’ll certainly be back.
Hi I am so excited I found your blog page, I really found you by error, while I was researching on Askjeeve for something else, Anyhow I am here now and would just like to say kudos for a
tremendous post and a all round enjoyable blog (I also love the theme/design), I don’t have time to go through it
all at the minute but I have saved 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 awesome job.
Highly descriptive article, I liked that a lot.
Will there be a part 2?
Just want to say your article is as surprising. The clearness
in your post is just excellent and i could assume you are an expert
on this subject. Well with your permission let me to grab your feed to keep up to
date with forthcoming post. Thanks a million and please carry on the
gratifying work.
Hi there! Someone in my Myspace group shared this website with us so I came to take a look.
I’m definitely loving the information. I’m bookmarking and will be tweeting this to my followers!
Great blog and outstanding design and style.
What’s up, its nice article about media print, we all understand media is a great source
of data.
Truly tons of awesome information.
Hello just wanted to give you a brief heads up and let you know a few of the images aren’t loading properly.
I’m not sure why but I think its a linking issue. I’ve tried it in two different browsers and both show the same results.
Magnificent web site. A lot of helpful info here.
I’m sending it to a few pals ans additionally
sharing in delicious. And naturally, thanks on your sweat!
This website was… how do I say it? Relevant!! Finally I have found
something which helped me. Thanks!
camiseta dortmund 2023
This is my first time pay a quick visit at here and i am
really impressed to read everthing at one place.
always i used to read smaller articles or reviews which also clear their motive, and that is also happening with this article which I am reading at this place.
Hello, i think that i saw you visited my site thus i came to “return the favor”.I am attempting to find things to improve my website!I suppose its
ok to use some of your ideas!!
My spouse and I absolutely love your blog and find nearly
all of your post’s to be exactly what I’m looking for.
Do you offer guest writers to write content for yourself?
I wouldn’t mind producing a post or elaborating on most of the subjects you write in relation to
here. Again, awesome website!
Wonderful items from you, man. I have take note your stuff previous to and you are
just extremely magnificent. I really like what you have got here, certainly like what you are saying and the way through which you say it.
You are making it enjoyable and you still care for to keep it wise.
I cant wait to read much more from you. This is really a great site.
For latest information you have to go to see web and on the
web I found this website as a most excellent web site for most
up-to-date updates.
Hello there! I could have sworn I’ve visited your blog before but after going through many of the articles I realized
it’s new to me. Regardless, I’m certainly pleased I found it and I’ll be book-marking it and checking back frequently!
It’s truly very complex in this active life to listen news on TV, thus I only use the web for
that reason, and take the hottest news.
I am sure this piece of writing has touched all the internet people, its really really
good piece of writing on building up new website.
I’ve been browsing online greater than three hours as of late, yet I never found any fascinating article like yours.
It is lovely price sufficient for me. In my opinion, if all
site owners and bloggers made excellent content material
as you did, the internet will likely be a lot more helpful than ever
before.