O2O big promotion of the process of attention

1, o2o big promotion training needs to do all

In the preparation of the o2o promotion activities, an indispensable link is the event store training and the brand WeChat public account customer service training. Especially in the event store training, many brands did not do very well. For example, on the third day of the event, I went to some clothing brand stores to understand the situation. Many brands only trained a small amount of people, and then went to level one. In training, in fact, the training results and the information that the activities need to convey are declining. As a result, the clerk appeared unprofessional when introducing activities to me. Therefore, as a branding party, it may be necessary to do more comprehensive and meticulous work on training materials that may be encountered during the execution of the activities. We can use various methods such as WeChat Group, WeChat public accounts, and videos to make annotations.

2, not all direct stores or direct stores are suitable for o2o

Before doing o2o promotion, the clothing brand is best to store floor and non-uniform cashier department stores and shopping malls. However, department stores or shopping malls that have unified cash registers are basically unable to do o2o because they involve unification. The department stores or shopping malls where cashiers are baited are likely to block such activities in the department stores or malls where uniform cash registers are possible, unless it is the managers of such department stores or malls who are not aware that the brands have brought their performance to the top. Tripartite trading platform. All in all, at present, not all branded direct stores or directly managed stores are suitable for o2o.

3, the difference between male and female brands and consumer groups

In addition to differences in consumer loyalty, men and women's brands should also pay attention to the following aspects, such as the age of male and female brand consumer groups, the habits of consumers visiting stores, and the size of stores and staffing, etc. Will affect the implementation of the activities, such as men's clothing store is generally larger, even if the activity time is selected on the weekend, the customers into the store is also bustling, the clerk has more time to do more with customers and exchanges, and promote o2o activities. The women's brand, whether it is cheap or high-end brand, once the weekend coincides with the outbreak of shop traffic is usually more than usual, this time, even o2o performance can also be accounted for offline stores, but as The brand side, it seems that more needs to be considered is how to better serve customers, rather than blindly promote part of the customer online transactions, resulting in offline orders.

4. Consumers' questioning WeChat payment security

Even if WeChat payment was used to send friends through the circle of friends during the Spring Festival of 2014, the actual use of WeChat payers is still small in China's huge population. In particular, CCTV and the media have reported some cases of consumer financial losses resulting from the use of viral two-dimensional codes. Due to the consideration and doubts of payment security, it will also affect the promotion of o2o activities. Of course, if this is a case of abandoning this activity, if it is to use other platforms, there is no WeChat payment method.

5, offline store incentives and calibration is very important

Motivating this concept for management refers to motivating the work motivation of employees, that is, using various effective methods to ignite employees' enthusiasm and motivate them to work more strongly, so that they have the desire to surpass themselves and others, and will be potential The enormous internal drive is released, so that they can work hard to complete the mission of the organization and realize the goals of the organization. In the implementation of o2o activities, incentives are also a very important part (this event Tencent provides 10 yuan subsidy for each clerk, and there are also other incentives for the brand side). In contrast, the word “calibration” is often used in conjunction with the incentive. If there is no goal, the clerk may become dispensable during the implementation process. The rationality of the calibration needs to analyze the performance of each store and the flow of people. It can be said to be a large and systematic work. To sum up, the brand side needs to realize that if there is no store calibration for such events, even if there is incentive, it may not be able to mobilize the enthusiasm of the employees.

In this activity, in addition to obtaining red envelopes, the discounts given by the brand parties are not the same. As far as Jinyuan Fashion is concerned, since we have been selling products with no discount since the establishment of the brand, In this activity, we did not give generous discounts. Only the red envelopes that Tencent provided to consumers and the VIP members who relied on WeChat to bind the membership card could enjoy the membership discount. Therefore, in the process of promoting o2o activities, those brands who give great efforts to discount should think about whether or not they will influence the brand image after this time, but in order to seek more profits or for popular ones. O2o? Behind this o2o promotion, who is promoting, who is benefiting, and who will die?

In particular, relying on affiliate marketing to engage in o2o, I think this is an unsustainable behavior, because in the daily sales process, in addition to maintaining old customers, the real need to win should be those new customers.

Although the current consumer shopping habits, the proliferation of fashion and trends, and the differentiation of style and taste, along with the popularization of smart phones and mobile terminals, and the influence of shopping platforms and social tools, are different from the past. With. But I believe current consumers are concerned not only with the purchase method, but also with the product style, quality and service quality. Therefore, I think that in order to promote the o2o process, the clothing brand is more convenient for customers to purchase the favored style. In order to solve the problem of lack of color and broken code in the lack of brand, it is necessary to consider where the bottleneck is currently encountered and how to break through it so that we can continue to improve and do o2o. Avoid big profits, let o2o big promotion, step double eleven in the dust.