La Chapelle: Uncovering O2O each stroke problemonline and Air Jordan 18 offline different products, different prices, different teams operate 'differentiation strategy' had so many clothing brand successful landing Internet market, however, 'left and right each stroke,' the marketing strategy in the long term is tantamount to Nike Shoes self-mutilation . On 海拉夏贝尔 Clothing Co., Ltd. ('La Chapelle') After 16 years under the savings-line energy, comprehensive market offensive line, trying to get out a different way to integrate O2O it. From August 2014 La Chapelle Lynx shop line began, after six months of attempts, La Chapelle O2O not only on the integration of online and offline Breaking the industry ills, from the point of view of data released in December, is also remarkable. Online platform 2014 double 11 and double 12 day turnover of about 25 million yuan and 12 million yuan respectively. Dual 12-day, Group sales platform (not including online platforms) the turnover of approximately 100 million yuan. La Chapelle is Air Jordan 2 how to achieve this result in less than six months time? Not the same business platform: no stocking, not sellers, not shipped Nike Heels Boots founded in 1998, La Chapelle main mass casual clothing, to design, branding and marketing of apparel industry, outsourcing of production, there are currently men, women, children and high end and other 10 brands. By the end of 2014, more than 30 provinces in the country with Nike Hyperdunk a total of more than 6,000 directly managed retail outlets, covering about 1,900 malls and shopping centers. Its marketing strategy is to cater to the majority of consumers follow fashion dress designer and consumer trends, seize the most fashionable models and several colors several explosive marketing of the various regional markets, with the country under 6000 lines and cable outlets the stores, quick push large-scale sales of fashion apparel. Before testing the waters O2O, La Chaux-de Bell has tried online shop, but few results. Hu Gang La Chapelle-executive director, assistant to the chairman and senior executive vice president in June 2014 to join La Chapelle, on the face of the apparel industry pain points, boldly proposed to test the water in La Chapelle O2O, under the open line, line for It provides a convenient all-channel customer shopping customer experience. Prior to this, many traditional costume platform already trying to develop e-commerce and O2O mode, but most companies or for the next line, the line is set to different products, different prices, different operations teams operating mode, or when the online channel make the line of stores, 'Potter promotion platform', operating results are unsatisfactory. The policy for e-commerce platform to develop La Chapelle is: not ordered, not sellers, not shipped, its function is to serve and the next single. Online and offline on the new unified once a week, once 30 to 50 new models, same style, same price, unified a time in a warehouse delivery, what to sell, order items on e-commerce platform, the computer system automatically assigned to the local the line store delivery; on large-scale promotional activities online, offline unified expand, do not discriminate; mutual drainage online and offline, that is, for the next line to drive traffic online, offline delivery; each of the line Air Jordan 13 Retro online information stores are close to stores, encourage the line to go online. June 2014, La Chapelle start O2O strategy, July 29 Lynx shop on-line trial operation, August 9, La Chapelle Lynx official flagship store officially opened. February 13, 2015, La Chaux-de Bell has announced that it has with China's leading online apparel retailer - Hangzhou dark involving e-commerce Co., Ltd. ('Seven Princess' brand is known, hereinafter referred to as 'Seven Princess') entered into an equity transfer agreement and Capital Increase Agreement, after completion of the transaction, will hold a 54.05 percent stake in seven princess. The acquisition will enhance La Chapelle fast online capabilities. According to Hu Gang, the first half of 2015, La Chapelle will also implement online under two-dimensional code scanning products, you can find it all online product information, including whether the goods warehouse, or other nearby stores, there are no such products, size, color, there is no correlation and recommend your favorite; members online integration, online coupons can be used under the collar coupons next line, enter on-line, also can be used; the line can also use PayPal to buy electronic payment, no money, not with the card also Nike Hyperdunk can be consumed; thus open up online and offline traffic, open membership, open payments, completely free between the line of stores and e-commerce platform world, consumers can be achieved without La Chapelle sewing shop. Contrarian expansion outlets: stores turned logistics, warehousing and distribution of goods in order to support the line, La Chapelle to 311 stores in 25 provinces as the main battlefield O2O shipments, from consumers to the nearest store shipping address directly Ship. November 11, 2014, the first time in La Chapelle Taobao dual 11 events, online sales of over 25 million yuan, 311 stores in 25 provinces, the proportion of the total shipments of more than 70%, 36 hours to complete the store Most shipments. To dual 12-day, on-line sales of 12 million yuan, 311 stores up to 85 percent share of shipments, 24 hours to complete the 90% of each order 48 hours to complete the entire distribution; next day, the line stores (not including online sales) single-day total turnover of up to 110 million yuan. In channel sales in traditional costumes, Monday to Friday during the workday is offline store sales season, Saturday and Sunday is offline store sales season. After O2O transformation, it can store at La Chapelle line Monday to Friday during the transfiguration logistics, online order to meet delivery requirements. In the past, a store or order online breaking yards out, must transfer goods from other stores, after the total warehouse stock and each store open, so once a store or online breaking yards out, no longer transfer cargo, courier directly sent directly from other stores or home delivery. In the case of cross-regional return, the unified deployment of the inventory for the line of stores to reduce inventory waste and adjust the flow of goods costs. To cope with the smooth progress of O2O strategy, La Chapelle of the lower line, the online channel into a full channel integration project team to ensure O2O advance from the structure; also set an effective performance appraisal system, such as when the line stores to accept a $ 200 line of orders and shipments, both online and offline count 200 yuan each full performance. Once a store out of stock, transfer goods from other stores, two stores each meter 100 yuan performance. Effective performance appraisal mechanisms to ensure the smooth progress of the O2O strategy. Hu Gang opinion, because the next line of La Chapelle stores all the self-employed, unlike other clothing brands there are a lot of agency, franchise, so no balance to join the interests of agents and other channels. Other brands To O2O, it must establish an effective mechanism for distribution of benefits among Direct, agents, stores. With the smooth progress of O2O strategy, unlike peers have moved online, the big stores shut down the line, La Chapelle contrarian expansion of outlets, continue to grab share of the line, optimizing store service, Hu Gang said: In addition to the line of stores can be shipped, La Chapelle also has a very large scale logistics base, and cooperate with well-known logistics brand, on time delivery of goods, delivery process, delivery of goods packaging, distribution and efficiency of working strictly controlled. 'With advancing O2O future strategy, will have more lines to achieve full channel sales at stores, better optimize the store location, as well as warehousing and logistics system has become a big challenge for us.' (Article to be published in the BT Media ▪ 'commercial value' magazine, a network exclusive debut of titanium Media)