Self Built Mall Is The Trend And The Way Out For O2O.

For the clothing brand, on the one hand, the change of consumption trend makes the business in the online field become more and more important. It is difficult for the platform to have the initiative, and there will be trouble in the future for the management and maintenance of the brand and the users. On the other hand, the arrival of the mobile Internet era has led to lower cost of drainage compared to the traditional PC era. Therefore, clothing brands seize the existing opportunities and go forward actively, so it is natural to build their own mall.

To build a self built mall, clothing brand is actually to win its own future. Although the brand self built mall has not yet formed a scale, the clothing brand can always maintain its own voice. After the technology superiority of the Internet giant has been gradually weakened, the clothing brand self built mall has the ability to develop several times according to its own wishes. It will play an important role in giving full play to terminal store resources and marketing innovation. Meanwhile, the self built mall with independent domain names is more conducive to brand promotion, convenient for consumers to remember and increase the impression. The most important thing is that users' information is controlled by themselves, which will help greatly enhance brand influence, directly promote sales performance, and enhance brand stickiness and loyalty of consumers.

If we say that self built shopping mall seems to be more advantageous, but we should also see the lack of experience of traditional clothing enterprises in promoting and online drainage. In the case of self-knowledge, we may learn from the history of the development of self built shopping mall that there are two waves of domestic brand building, which are mainly divided into two waves.

The first wave is the self built shopping mall represented by the seven wolves mall and Metersbonwe's Bong buy network around -2011 in 2010. Both of them were mainly based on natural flow or online advertising drainage at the early stage. At the same time, the self built shopping mall on the line has a common feature, which is the collection of many sub brands of the brand enterprise.

The second wave is the brand self built shopping mall which has been launched in the second half of 2013 to 2014. It has been built by single brand, such as Jinyuan mall, WEWE mall, ONLY, JACK&JONES, VERO MODA, SELECTED, HKEE group Ochirly and Five Plus, etc., which are represented by Jinyuan dress, which are drained by two dimensional code as media. The characteristics of this period are that the traditional official website of the company has become outdated, and the enterprises have launched their own official mall, which includes image display, product sales and membership service.

But the difference is that Jinyuan mall and WEWE mall have different intentions on the line, which are created for the development of O2O project. In the process of pushing the scan code registration, there are links with the offline shop assistants. Seven wolves Mall and Bong later used two dimensional code for drainage.

Comprehensive Clothing brand Self built mall, I suggest that all brands can learn from the development of Jinyuan mall, on the one hand, use WeChat to build a brand community, and gradually access WeChat mobile phone mall instead of micro shopping, on the other hand, improve the function of the mall, and will try to promote WeChat WIFI and iBeacon applications in the future, serving good online and offline members. Speaking of which, there are many of us. Electronic business team Self confidence, from the brand self built mall comparison, Jinyuan mall experience is relatively good. Of course, thanks to the innovation of our company's associated technology.

Nowadays, the clothing brands that are under the platform of micro shopping or shopping guide treasure have great difficulty in achieving seamless combination of online and offline businesses. If you don't choose to build your own platform, I think it's really difficult to achieve the real meaning of O2O. In 2015, you probably should think more about it! O2O road is still far away, you want to take the lead, the pace of exploration can not stop for a moment.