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（25,137条）
You helped me make my birthday a day to be remembered.
Hi there, I enjoy reading through your article post. I wanted to write a little comment to support you.
This text is priceless. When can I find out more?
Hi Dear, are you genuinely visiting this web page regularly, if so
afterward you will definitely take pleasant know-how.
Wonderful goods from you, man. I have understand your stuff previous
to and you are just extremely great. I actually like
what you have obtained here, certainly like what you are saying and the way in which you are saying it.
You are making it enjoyable and you continue to take care of to stay it
wise. I cant wait to learn much more from you. This is actually a wonderful web site.
I could not refrain from commenting. Perfectly written!
Yeni hastane binamız ihale aşamasında, gerekli prosedürler tamamlandıktan sonra ihaleye çıkacak inşallah.
Your blog was amazing Thank you for sharing your knowledge.
Thanks for sharing your thoughts about Paul Brock Illinois.
Regards
I’m amazed, I have to admit. Seldom do I encounter a blog that’s equally educative and engaging, and let me tell you, you have hit the nail on the head. The problem is an issue that too few men and women are speaking intelligently about. I am very happy I found this in my search for something concerning this.
We wandered around the smoky casino floor, admired the indoor waterfall, got coffee at the lobby Starbucks, and bought souvenirs from the gift shop, including a slot-machine bank souvenir for our son.
Introducing Tyler Wagner: Allstate Insurance, the leading insurance agency located in Las Vegas, NV.
With years of experience in the insurance industry, Tyler Wagner and his team are dedicated to providing exceptional customer service and comprehensive insurance solutions.
Whether you’re looking for auto insurance to home insurance, or even life and business
insurance, we’ve got you covered. Our wide range of
coverage options ensures that you can find the right policy to protect what
matters most.
Understanding the importance of risk assessment, our team strives to offer personalized insurance quotes that reflect your unique situation. Through utilizing our deep knowledge of
the insurance market and state-of-the-art underwriting processes,
Tyler Wagner ensures that you receive the most competitive
premium calculations.
Dealing with insurance claims can be a daunting task, but with Tyler
Wagner: Allstate Insurance by your side, you’ll have a smooth process.
Our streamlined claims processing system and supportive customer service team ensure that your claims are handled quickly and with the utmost care.
In addition, we are well-versed in insurance law and regulation,
guaranteeing that our policies is consistently in compliance with current legal standards.
This expertise offers an added layer of security to our
policyholders, knowing that their insurance is robust and
dependable.
Our agency, it’s our belief that a good insurance policy is a key part of financial
planning. It’s a critical tool for protecting your future
and ensuring the well-being of your loved ones. That’s why, we
take the time to understand your individual needs and help you navigate through the selection of insurance options, ensuring that you have all the information you need and confident in your decisions.
Selecting Tyler Wagner: Allstate Insurance
means partnering with a reliable insurance broker in Las
Vegas, NV, who values relationships and quality service.
We’re not just your insurance agents; we’re here to support
you in building a protected future.
So, don’t hesitate to contact us today and learn how Tyler Wagner: Allstate Insurance can transform your insurance experience in Las Vegas, NV.
Let us show you the difference that comes from having
an insurance agency that genuinely cares about your needs and is dedicated to securing
your satisfaction.
Thanks for providing an ongoing supply of motivation.
Thank you for the useful ideas and strategies that you offered.
Everything is very open with a very clear explanation of the issues. It was definitely informative. Your website is useful. Thanks for sharing.
I must thank you for the efforts you have put in penning this site. I really hope to check out the same high-grade content from you in the future as well. In fact, your creative writing abilities has encouraged me to get my own, personal blog now 😉
I’m curious to find out what blog platform you happen to be using?
I’m having some minor security problems with my latest site and I
would like to find something more safe. Do you have any solutions?
Welcome to Tyler Wagner: Allstate Insurance, your premier
insurance agency based in Las Vegas, NV. With years of experience in the insurance industry, Tyler Wagner and his
team are committed to providing top-notch customer service and comprehensive insurance solutions.
Whether you’re looking for auto insurance to home insurance, or even life and business insurance, we’ve got you covered.
Our diverse coverage options ensures that you can find the right policy to protect what
matters most.
Understanding the importance of risk assessment, our team strives to provide
personalized insurance quotes that reflect your unique situation.
Through utilizing our deep knowledge of the insurance market and state-of-the-art underwriting processes,
we ensure that you receive the most competitive premium calculations.
Dealing with insurance claims can be challenging, but with Tyler Wagner: Allstate Insurance by your side, it’s a smooth process.
Our streamlined claims processing system and supportive customer service
team ensure that your claims are handled quickly and compassionately.
In addition, we are well-versed in insurance law and regulation,
guaranteeing that our policies is always in compliance
with the latest legal standards. Our knowledge offers an added layer of security to our policyholders,
assuring them that their insurance is robust and dependable.
Our agency, it’s our belief that a good insurance policy is a key
part of financial planning. It’s an essential aspect for safeguarding your future
and ensuring the well-being of your loved ones.
That’s why, our team take the time to understand your individual needs and guide you through the selection of insurance options,
ensuring that you have all the information you need
and comfortable with your decisions.
Selecting Tyler Wagner: Allstate Insurance signifies partnering with a trusted insurance broker in Las Vegas, NV, who values your peace of
mind and quality service. We’re not just your insurance agents; we’re here to support you in building a protected future.
Don’t wait to reach out today and learn how Tyler Wagner: Allstate Insurance can elevate your insurance experience
in Las Vegas, NV. Experience the difference of working with
an insurance agency that genuinely cares about you and
is dedicated to ensuring your satisfaction.
Your thoughtfulness is very important to me.
Unquestionably believe that which you stated.
Your favorite justification appeared to be on the internet the simplest thing to be aware of.
I say to you, I definitely get irked while people
think about worries that they just don’t know about.
You managed to hit the nail upon the top and also defined out the whole thing without having side-effects
, people can take a signal. Will probably be back to get more.
Thanks
Sebastian is choosing to blog about the experience, she says, because she “want[s] to make a statement that supports the right of a woman to choose”—in this case, her right to choose the legally-sanctioned lifestyle that is best for her.
I’m very grateful for the concrete lessons you’ve gleaned from your article.
Great delivery. Solid arguments. Keep up the amazing effort.
Just wish to say your article is as surprising.
The clearness in your post is simply great and i could assume you’re an expert
on this subject. Well with your permission allow me to grab your RSS feed to keep updated
with forthcoming post. Thanks a million and please keep up the rewarding work.
As the admin of this site is working, no question very soon it will
be well-known, due to its quality contents.
It’s fantastic that you are getting thoughts from this post as well as from our argument made here.
Good day! I just want to offer you a huge thumbs up for the excellent information you have right here
on this post. I’ll be coming back to your website for more soon.
What’s up, after reading this remarkable article i
am as well cheerful to share my knowledge here with mates.
You are an inspiring person.
Wow, wonderful blog structure! How lengthy have you been running a blog for?
you make running a blog look easy. The full look of your site is wonderful, let alone
the content!
It’s hard to find educated people for this topic, however,
you seem like you know what you’re talking about! Thanks
It’s truly very difficult in this full of activity life to
listen news on TV, therefore I only use the web for that reason,
and get the latest information.
Hello my family member! I want to say that this article
is awesome, nice written and come with almost all vital infos.
I would like to peer more posts like this
.
Hi, its pleasant piece of writing regarding media print, we all be
aware of media is a wonderful source of data.
Your style is very unique in comparison to other folks I have read
stuff from. I appreciate you for posting when you
have the opportunity, Guess I will just bookmark this blog.
Very good post. I will be facing some of these issues as well..
What’s up, I log on to your blogs daily. Your humoristic
style is witty, keep up the good work!
Admiring the time and energy you put into your website and in depth information you provide.
It’s awesome to come across a blog every once in a while that isn’t the same old
rehashed material. Great read! I’ve bookmarked your site and I’m
including your RSS feeds to my Google account.
Very nice post. I just stumbled upon your weblog and wished to say that
I’ve really enjoyed surfing around your blog
posts. After all I will be subscribing to your rss feed and I hope you write again soon!
Yes! Finally someone writes about News.
Money-X официальный
Bonding over the insanity of the whole thing made us better communicators (“WTF were we thinking?!” is now the refrain when we recount the story to friends)
Great blog here! Also your website loads up very fast!
What web host are you using? Can I get your affiliate link to your host?
I wish my site loaded up as fast as yours lol
I’ve been surfing online greater than three hours as of late, but
I by no means discovered any interesting article like
yours. It is lovely worth enough for me. In my view, if all website
owners and bloggers made just right content as you
did, the web shall be much more useful than ever before.
This is my first time go to see at here and i
am truly impressed to read everthing at single place.
I have read so many articles or reviews concerning the blogger lovers but this post is genuinely a good paragraph,
keep it up.
I read this paragraph completely regarding the resemblance of most up-to-date and
previous technologies, it’s awesome article.
fantastic publish, very informative. I’m wondering why the opposite specialists of this sector don’t understand this.
You must proceed your writing. I’m sure, you have a huge readers’ base already!
equipacion sevilla 2023
I wanted to thank you for this very good read!!
I definitely enjoyed every bit of it. I have you bookmarked to
look at new things you post…