From US retail channels play a full look at China, where weak O2Oworld network operators [i] Note discuss traditional retail mobile Internet revolution in the previous Nike Zoom Lunarposite time, we talked about can be achieved as long as the traditional department store information by new technological means, we can be born again in the mobile wave. However, the opportunity is not for every retail businesses: the domestic retail business, if continued lack of real progress in the category capability, and the blind pursuit of the realization of marketing, probably will face a critical Nike Air Max 2013 situation. Text / Yin loose domestic department stores used \u0026 ldquo; O2O \u0026 rdquo; mode, in terms of operational focus is the concept itself, are more with Chinese characteristics. In the US, a similar business model, the concept usually is \u0026 ldquo; all-channel retail (omnichannel) \u0026 rdquo ;. Despite the differences in wording, but operational perspective, it did no essential difference between the two. O2O domestic carriers are how to play? At present the country has a lot of department stores started \u0026 ldquo; O2O \u0026 rdquo; experiments from these cases can be roughly summed up two characteristics: first, largely depends on Ali or Tencent products (currently can not be called Solutions) the core is the main objective of the import passenger and business scene setting. Operational content usually contains: benefits, diversion, mobile payment, members and management, the latter will extend to the CRM management, data analysis, members of precision management, but still focus on the marketing level; second, all the cases mentioned The core O2O experience, in terms of application scenarios depend on the platform of the product, there are limitations in the natural and common-sense experience design. To further understand these features, we can take a look at domestic department stores typically two scenarios: One scenario: mobile payment products for the core business design. This scene is usually paid by the move, the company offers a preferential subsidies or rebates, to provide some support for commodity business and operational aspects of joint marketing and promotion. When the customer decides to purchase a commodity in the physical store, will be open for contributions hands holding shopping guide small ticket to the cashier, choose a mobile payment when paying. Of course, we can do a little better at the counter to pay, but the mainstream model of domestic department store associates, in order to control the \u0026 ldquo; \u0026 rdquo ;, single run basically unified cash register. The biggest problem is that this scenario did not significantly improve business efficiency, while after the end of promotions and events, because it is not natural and common-sense experience design, is often difficult to sustain. Scene two: Wall-dimensional code to purchase virtual goods business which is a relatively closed loop design business design, physical stores will post some of the promotional efforts on a relatively large assortment virtual wall, and generate two-dimensional code. Customers in sweeping the two-dimensional code, complete mobile payment (mobile payment under this scenario is consistent with the common-sense link), you need to select from mentioning or courier. If you select from mentioning the counter will have to provide proof of delivery has been paid. The trouble is that this way: counter how to verify? This will inevitably need to be equipped mobile terminal or fixed terminal equipment, and the corresponding back-end systems in counters. Customer service can also be arranged in a unified delivery, or these promotional merchandise to focus on a specific counter, but the operational details of the costs and operational fluency is not very satisfactory. If you choose express delivery, this scenario becomes very interesting: Why not shopping through the online store? But went to the store to toss so what. But the Cheap Nike Free Outlet main problem is that this setting shopping scene, does not meet the real needs of consumer spending habits and in the store. Meanwhile, for the promotion of merchandise just in time to engage in activities was launched, it is difficult to form a continuous business. And Nike Air Max 2011 Men if these promotional merchandise department stores continued for two-dimensional virtual wall yard sales, it is very similar to some of the traditional department store placed in the entrance of \u0026 ldquo; promotional bandwagon \u0026 rdquo;, is a very hazardous business initiatives. Because promotional merchandise should move along the line the store layout to guide traffic browse in the shop, which is the knowledge of retail operations. US department store business is how to design the whole channel business do? As their universal values, like any industry in North America in doing one thing when we must put \u0026 ldquo; common sense \u0026 rdquo; on a very important position, department store business is no exception. In designing an innovative experience when the company will give full consideration to what the consumer is the most natural state, rather than forcing change certain habits as a starting point. If you have the opportunity to walk into a Macy's Herald Square in New York, to experience what they IBEACON after deployment scenarios, and will be more understanding \u0026 ldquo; natural \u0026 rdquo; common sense \u0026 rdquo;; SALOMON and \u0026 ldquo the meaning of. In IBEACON This Bluetooth-based indoor positioning solutions first stage, consumers can now experience the scene is not a lot, but very practical. After entering the store, customers will be prompted to complete the two-way open APP and confirm attendance (this link is to respect consumer privacy key step), then the sensor will push shop entrance promotions and e-coupons. When entering Browse moving line, through each area you can browse from your smart phone APP in the vicinity of promotional merchandise circumstances and seek further information, such as reviews, compare prices and other raw materials and commodities. And this step, naturally you can link to the virtual channels and Air Lebron Slide a variety of social media, the completion of the seamless transition between channels. Next, based on the experience of this technology will gradually deepen. In payments, the customer will be able to sweep the bar code on the goods themselves after purchase options, done through mobile payments, may be in some manned or unmanned cashier set D Rose IV point by conventional means or contactless electronic purse payments. In the shopping experience and management, customers can set their own advance by APP Watch item and some tips when entering the physical stores will get the relevant information. For example, set up \u0026 ldquo; \u0026 rdquo ;, evening after entering the store and related products, that they will receive prompt and accurate corresponding promotions, and even electronic coupons for special discounts or specific consumer \u0026 hellip; \u0026 hellip; in general, as to its present state, the core North American operations is around \u0026 ldquo; Product \u0026 rdquo; were very \u0026 ldquo; natural \u0026 rdquo; the use of new technology to improve the consumer experience for the purpose. O2O core domestic operations around the \u0026 ldquo; \u0026 rdquo ;, marketing through promotions or form of electronic vouchers to change certain habits and traffic route for the target consumer. What are the differences between the United States and domestic O2O operating experience? In the United States, according to a newly released IBM in 2014 for 30,000 global consumer survey showed that five full channel capacity consumers are most concerned are (from highest to lowest): 1, to ensure cross-channel This consistent experience in commodity prices in the country is a controversial issue, some experts pointed out recently seen Suning performance decline because of online and offline hereinafter price. But in North America, is a common sense that if consumers see the same Nike Jordan Hydro 2 piece of Macy's merchandise on the Internet, the store or the price is not the same as a mobile terminal, the first reaction would be wrong Macy system! To ensure this consistency, US department store companies will set some commodity for marketing purposes specifically for a channel, but it will avoid the emergence of different prices for the same goods. 2, occurred in the physical store customer the necessary goods \u0026 ldquo; missing code stock \u0026 rdquo;, it is possible to experience different stores or direct delivery from the warehouse to the specified address this scene-store often happens, when consumers find a favorite but suffered lack commodity code breaking numbers, often very frustrating, but this is the most common phenomenon department store business. Under the background of the whole channel, consumers can through their own intelligent terminal or terminal in the store to inquire whether and where there is stock, then complete the purchase by courier. Although this part of the business in great demand from the consumer point of view, but in the past most of the US department store companies can not do, the main reason is cost. But in the whole channel, due to the virtual channel already exists, so that the allocation of part of the cost of distribution is optimized, so that part of the department stores have begun to support this service. The vast majority of domestic department stores did not achieve a single product management, even the least real-time inventory queries can not do, will not be able to complete the follow-up of the delivery process. 3, each channel can be real-time tracking of orders experience in this regard, the domestic e-commerce business has been very good, but the department store business is lagging behind, especially in the O2O background, cross-channel business logic more complex, enterprise technology support capacity development and system test more. 4, stable commodity classification of different channels to experience the majority of US department store business is already in the mature stage, the position clear, and therefore very cautious in Nike Lebron 10.8 terms of category management, not easily expand the category. Even in the face of new channels such as the Internet and mobile Internet, they still stick to their operating characteristics, to \u0026 ldquo; deep \u0026 rdquo; to do, rather than to the \u0026 ldquo; width \u0026 rdquo; do. 5, can be completed in the shop returned virtual channel order to experience relatively large size of the US chain of department stores, it can be very good support this experience. Domestic department obvious regional characteristics, but concentrated area in the store should Nike Lebron 11 Low be able to achieve such an experience. What is the reason there is a difference of Sino-US O2O business is? The main reason for the formation of such differences can be analyzed and summarized from inside and outside the enterprise. External influences: a driving force for both O2O different domestic O2O practice the main driving force is the Internet platform. As a platform, and its products are universal in nature, and therefore the department store business at the time of application, only in accordance with the established business scenario and experience in product design process. At the same time, the platform as an independent profit organizations, need to consider their strategy and profit model, it is difficult to take into account consumer experience department stores depth operational level. The driving force is foreign department store business itself, so the starting point will take into account their position, target consumers, merchandise mix and other characteristics, focused on Nike Air Max 2011 Women enhancing the consumer experience for the core objective to carry out the full channel sales. At the same time, most foreign department stores after Air Jordan Outlet decades or even centuries of trial experience or cycles and shocks many times, very aware of retail is \u0026 ldquo; to carry around one commodity no marathon end services for consumers \u0026 rdquo ; therefore each design will focus on \u0026 ldquo; sustainable operations \u0026 rdquo; and \u0026 ldquo; profitable \u0026 rdquo; two basic judgments indicators, marketing is usually just one part. In Taiwan, the domestic traditional department store sales decline in recent years due to the relatively fast, profitability and survival pressure, and more needs \u0026 ldquo; fast \u0026 rdquo; the solutions to rapidly slow the rate of loss of customers. The core reason actually comes from a long-term joint venture enterprise system, most of the domestic department store business has actually formed a commercial real estate operations of thinking, does not care about commodity business habits are difficult to change. In the background of the whole channel is still \u0026 ldquo; to field control people \u0026 rdquo; of \u0026 ldquo; head tenant \u0026 rdquo; thought. Because of lack of technical basis of a single product management, retail management can bypass the core Nike Air Max 2011 Men of \u0026 mdash; \u0026 mdash; commodity and supply chain management, relatively easy and quick to focus on marketing aspects. The vast majority of the North American department stores goods for its own self, and investment in information technology and relatively high levels, so you can experience the full channel design based on commodities. Outside marketing, O2O opportunities in retail, where the line? Because the sample is collected worldwide experience major surveys report enumerated herein mentioned IBM, not necessarily constitute support for the Chinese department store business operations. But we can learn from the US department provides business decision-making methodology Nike KD V Elite Low \u0026 mdash; \u0026 mdash; starting with issues that consumers really care about, more by common sense to judge, but not from the perspective of management and operation of department stores or expert advice to solve. In the last of the \u0026 ldquo; Old World \u0026 rdquo; retail history, not a retail business is relying on the marketing success while maintaining Everlasting, this rule applies not only to the United States, but also for the whole world, including of course unique to China. Therefore, in the department store business to get traffic to support Internet platform, even more important it is the focus of the whole business chain link \u0026 ldquo; a comprehensive upgrade to ensure passenger precipitation and operational metrics repeat purchase; internal strength \u0026 rdquo. As a whole channel key node equipment \u0026 mdash; \u0026 mdash; the popularity of intelligent terminals, will enable consumers to seamlessly jump in each channel experience possible. But for the domestic department store business, the single-product management is a prerequisite for technology, similar IBEACON indoor positioning technology is the realization of the full channel experience the natural flow of key technologies. Both the lack of support technologies and corresponding back-end systems, in any form can only be carried out at the marketing level O2O. Finally, a set of key figures will cite IBM survey mentioned in the report as the end of this article: the store to buy ratio dropped from Nike Air Max 84% in early 2013 to 72%; \u0026 ldquo; the store to try to buy online \u0026 rdquo; accounted behavior in 2013 from 50% to 30%, meaning that 70% of consumers have become accustomed to be done directly in the virtual channel shopping, in stores, not even want to be \u0026 ldquo; dressing \u0026 rdquo; opportunities are gradually disappearing. (This article first appeared in the i world network operators, all reproduced, please indicate the author and source)