Recently , Noki , a “fast fashion” brand just listed on the Main Board of Hong Kong , put forward the strategic goals for the next three years at the company’s internal marketing conference: from traditional clothing brand clothing retail companies to Internet-based sales. Clothing retail company transformation. Based on this, Chairman Noechi Ding Hui said in an interview that this year will vigorously implement the "cloud wardrobe" project .

"Cloud wardrobe" is a big data marketing thinking

It is understood that the Nochi "cloud wardrobe" project refers to the business model based on online and offline multi-channel integration, multi-category clothing management, open platform services.

“ The basis of the 'Cloud Wardrobe' is a big data information system. The sales staff, merchandise, stores (ie people, goods, stores) of Nochichi are all digitally entered into the system, and the products of the online and offline channels Information, commodity inventory, order information, customer information, and financial information can all be integrated and shared, resources can be fully shared, and costs can be calculated in a unified manner. Customers can enjoy consistent products and services anytime, anywhere, and enhance the consumer experience. Pull sales." Ding Hui described.

From this, it can be seen that the Nock “cloud wardrobe” is not only a synonym for the implementation of O2O by Noci, but also a new concept of clothing retail, which is presented by Nochi, under the background of the rapid development of the mobile Internet and the opportunity it brings to the retail industry . New model. "The 'Cloud Closet' is a big data marketing thinking. The launch of this project can be seen as another big step in the transformation strategy of Nokia's retail business model, and it also announces that Norwich is fully committed to online and offline development. Integration." Ding Hui said

Ding Hui said that Nokia's deployment of O2O has many advantages that clothing brands do not have: “Our consumer population is young and middle-aged 25-40 years old who are pursuing fashion. This group of people is already the main force of O2O shopping; secondly, our terminal channels are all Adopting direct management, strong store performance, clearing a lot of obstacles in the project promotion process; In addition, the company has always paid attention to member database marketing, more than 90% of the company's sales are from members, and more than a million member database resources. And rich data marketing experience is the favorable guarantee for the deployment of O2O.

"Cloud wardrobe" brings about change

The pattern of mobile O2O in China's clothing retail industry is still in the exploratory period. Although there is no industry standard answer, domestic clothing brands have explored one after another. Nochi is one of them.

Since May 2011, Noci has opened flagship stores on mature B2C platforms such as Tmall, JD.com, and Yihaodian, and has officially entered the e-commerce space. It is understood that in the past two years, Noch's online sales show an increase of more than 100% each year. In order to further build an online platform, in January 2014, Noci Mobile Store APP was launched in the pilot market in Quanzhou and officially entered WeChat micro-shopping in March. According to Wang Weiwei, the leader of the Nochi O2O project, Noch Micro-Shopping and APP Mobile Mall will be gradually promoted throughout the country in the near future, and plans to cover the national market within one year.

"The deployment of these online platforms is the basis for the construction of the Nochi 'Cloud Wardrobe' project." Ding Hui said, "To ensure the smooth progress of the 'Cloud Wardrobe' project, the company will undergo a major change this year, gradually The organization structure, compensation system, personnel training, information systems, product research and development, supply chain management, and channel layout have been adjusted and optimized.”

In order to truly realize the integration of online and offline sales based on big data marketing thinking, it means that it is no longer merely a group of online operators and a team of offline retailers. “We must first establish online and offline coordination within the company. Mechanism, unified planning, resource sharing, and gradual team integration.” Ding Hui said, “The company will speed up the survival of the fittest and external integration of human resources, increase learning and education, and transition to a composite talent with Internet thinking .”

The channel layout strategy of “One City, One Store” officially launched this year is also one of the major adjustments made by Nochi around the “Cloud Wardrobe”. “ A city has only one experience shop, so that the shop is sitting on the city's customer resources, but also enjoy the profit sharing of the city's customers online shopping, which will be forced to pay attention to user experience and service terminal construction.” Ding Hui said, " The core capabilities of physical stores are service and consumer experience. The core capabilities of e-commerce are speed and convenience. Both parties should complement each other. The emergence and popularity of mobile Internet technologies will make this cooperation more practical . "

Most importantly, in the next three years, Norwich will further integrate the supply chain and reduce the cost of procurement so as to synchronize the goods and prices of offline stores, mobile stores, and third-party platforms as soon as possible. Meanwhile, Andres existing IEAP system transformation and upgrading, to build a big data marketing information systems, data synchronization and integration of three channels in common.

“At present, many clothing brands are testing O2O, although there is no industry standard answer, but for apparel brands, the general direction of mobile O2O is to improve the competitiveness of stores, take full advantage of mobile interactive advantages, improve the frequency of user to store consumption, Conversion rate, mobile is the tool, retail is the essence, and the combination of both is the core of the future clothing brand E-commerce. ” Ding Hui said.

  In January 2014, the Noci Mobile App Mall was launched in the Quanzhou market. The picture shows the customer is under the guidance of the purchase guide under the registered account