< p > facing the unprecedented overcapacity and inventory pressure of garment industry, some garment enterprises began to explore the O2O mode of "online trading and offline experience", hoping to open up a new sales space.

Reporters learned from Shishi clothing industry association, since last year, Shishi has 38 types of clothing enterprises have introduced O2O mode.

< /p >

< p > O2O (Online to Offline) mode, also known as off-line business mode, refers to online marketing, online shopping to drive offline operation and offline consumption.

Under the O2O mode, the merchants push the messages from offline stores to the online shopping objects by discounting, providing information and service reservations, so as to pform them into their offline customers.

< /p >

< p > April 25th, at the Jinshi clothing brand store of Shishi clothing brand in Shishi 92, the reporter saw many consumers who completed the online payment using O2O mode. They are fitting on the spot.

Consumer Cai Lili told reporters that in the past, a single online shopping mode could only see pictures of the corresponding commodities and could not be touched.

In the O2O mode, both enjoy the discount and discount on the Internet, and increase the feeling of live experience. It is very convenient to return and exchange goods.

Lin Meihua, manager of the store, revealed that sales of the store continued to rise after last year's adoption of the model, which has increased by 35% over the first quarter of this year.

< /p >

Last April, Jinyuan dress signed a settlement agreement with Tencent's Micro shopping. In June last year, it launched a shopping mall on the WeChat public account of Jinyuan dress.

At the beginning of this year, Jinyuan dress announced that it had access to WeChat payment in micro shopping, and chose the hundreds of terminal stores from all the stores to complete the O2O layout.

< /p >

< p > because O2O emphasizes "experiential consumption in store", Metersbonwe and UNIQLO are the first to test the water at home and abroad. Last year, this mode has become a breakthrough for many Shishi clothing brands to deal with the impact of e-commerce shops and reduce inventory.

< /p >

< p > Xin Liping, Secretary General of Shishi E-Commerce Association, told reporters that in recent years, Shishi clothing brand with many entity stores has been greatly affected by e-commerce. Sales of single stores in some stores have continued to decline, even in the field of boutiques.

The emergence of the O2O model has effectively reversed this adverse situation.

< /p >

< p > in Xin Liping's view, < a href= "//m.pmae.cn/news/index_c.asp" > clothing enterprise < /a > the degree of electronic commerce is relatively high, the development of < a href= > //m.pmae.cn/news/index_c.asp > O2O mode < /a > enhances the real experience function, which can reduce a large number of invalid online shopping orders, reduce logistics expenses and improve the efficiency of online shopping.

< /p >

< p > it is worth mentioning that the O2O wave of Shishi garment enterprise has derived a lot of information needs, nurtured and created Merle information, and I answered Mdt InfoTech Ltd and a number of e-commerce enterprises.

These information-based enterprises have in turn promoted the information level of Shishi garment industry.

< /p >

< p > < < a href= > //m.pmae.cn/news/index_c.asp > > Shishi < /a > there are tens of thousands of entity stores in the garment industry. We are advocating more garment enterprises to develop O2O mode and carry out other innovations and explorations in the field of e-commerce.

Tian Qiming, President of Shishi textile and Garment Association, said.

< /p >

< p > the exploration of "O2O" mode by many garment enterprises in Shishi is an active exploration under the background of overcapacity and high inventory in garment industry.

At present, under the background of the wave of informationization sweeping the world and the surging of e-commerce, people's production and lifestyle are undergoing profound changes.

Many traditional manufacturing enterprises, including the garment industry, are also in the stage of big shuffling.

< /p >

< p > enterprises must use information technology skillfully and reserve new energy in e-commerce and other fields. If they can not catch up with the fast track of information and e-commerce, they will be faced with the risk of being eliminated.

< /p >