High inventory, low profit, peer competition, and the diversion of electricity providers have brought the whole traditional shoe and clothing industry into a "closed shop" incident. The most representative Lining group closed nearly 1200 stores in half a year.

In the face of the slump of shoes and clothing industry, it is no wonder that during the process of visiting shoes and clothing shops, the author complained that "business is hard to do".

In addition, according to the Ministry of commerce related data statistics, in 2014, the sales growth rate of 5000 key retail enterprises in China was only 6.3%, down 2.6 percentage points over the same period.

In the first half of 2015, the sales volume of the 5000 key retail enterprises increased by 4.6% over the same period last year, a 1.7 percentage point slower than the same period last year.

It can be seen that China's retail market is carrying out a "survival of the fittest" system.

In the traditional shoes and garment industry, in addition to the above mentioned points, I think the biggest "initiator" is the consumer.

First of all, with the improvement of the living standard of urban residents in China, people's consumption concept has changed. From the beginning, "attaching importance to commodity prices" increasingly towards "pursuit of services and quality life", whether it is the requirement of commodity quality or the satisfaction of personalized needs, is a big test for traditional shoes and clothing enterprises; secondly, mobile.

The development of technology has changed people's consumption habits. In this fast-paced society, fast, convenient and fragmented time is the label of our generation. Traditional enterprises can not meet these requirements of users, and they can only pay offline shops to become the "dressing rooms" of the public.

So in the era of "Internet +", can O2O pformation lead the traditional shoe and clothing industry out of the predicament? How can the shoes and clothing stores reverse the decline? With these questions, I interviewed Xi Zong, the Xiamen Mickey Network Technology Co., Ltd., which is now sold by the company, and has a strong influence on the traditional footwear industry. It is a tool based on the entity store, which provides customers management and mobile marketing for the shopping guide.

At present, dozens of brands of Fujian brand men's wear "western region camel", "OMI" fashion leather brand and Italy "Xia Lima" fashion men's wear have been settled in succession. Therefore, I believe that the experience and opinions of chairman Xi in the pformation of traditional shoes and clothing enterprises O2O can certainly bring many inspirations to all enterprises.

"Fragmented" - online, offline, branding and channel providers.

"O2O is the trend of the times. It is hard for the traditional channel revolution to try.

But why so far?

There has not been a very successful O2O case, "said Zhong Zhongda." because our online and offline businesses are fragmented, brands and channel providers are fragmented, and agents and consumers are fragmented. There is no way to achieve O2O in this way.

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The development of traditional shoes and clothing enterprises can not escape from the pain of shops, and the performance of passenger cars is getting smaller and smaller.

This is the biggest problem that Xi has heard in contact with enterprises.

Many famous brands including Metersbonwe, seven wolves and Lining are badly in need of a solution to break the "O2O curse" of the clothing industry.

"Man" is the endorsement of products.

In the view of Xi Zhongda, "man is the most important in this era.

People are endorsements of products, so pformation from "human" is a way to break through the O2O dilemma.

On the one hand, the "person" here refers to the shop guide, so it is natural for the guide to endorse your product.

Because shopping guide is the most well-known brand product, but also the closest to consumers.

A few minutes of communication and interaction in a store is enough to establish a trust relationship between shopping guide and consumers.

When customers are away from the store, when our shopping guide establishes communication and interaction channels with customers, they can serve customers at any time and anywhere.

Therefore, through the mobile Internet technology to liberate the productivity of the shopping guide, establish a communication channel between shopping guide and consumers (such as "buy chant"), play the role of shopping guide, activate members and operate members, which is an important means to enhance the performance of shoes and clothing retail enterprises.

On the other hand, "people" refer to consumers.

How to improve the quality of service is another big problem that shoes and clothing retailers need to solve.

"With the popularity of smart phones, people's shopping habits have shifted from the PC side to the mobile terminals," Xie told reporters.

As a result, all kinds of mobile terminal application software APP are pouring into the market, but their functions are very similar. At best, they are just a sales software, such as micro shop.

The biggest feature of O2O mode is collecting and analyzing data to better manage customers, service customers and improve sales.

For example, buying a customer, through the consumer behavior trajectory, establish a detailed membership database for them, analyze the members' attributes and behaviors, label management members, and achieve precise marketing.

In my opinion, the promotion of service quality must be based on the enterprise's extreme understanding of customers, and to understand customers, we must rely on big data.

In the mobile Internet era,

It is the only chance for the traditional shoes and clothing enterprises to turn over. Three times, the important thing is to say, "who can seize the opportunity sooner, occupy the mobile terminal of users, and establish their own fans, who will be invincible in the tide of O2O?"