China's Sporting Goods Industry Will Accelerate Reform Under The "O2O" Environment.

According to incomplete statistics, in the first half of 2013, domestic sporting goods giant Lining, China trend, 361 degrees, Anta, PEAK and XTEP 6 brands closed 2249 stores. The clothing industry's popularity has spread from sports brand and leisure brand to men's clothing and even women's clothing brand. Esprit, which owns its brand name, announced its results at the end of 2013 at the end of 12, only 38 in last year.

Wang Zhuo, vice president of the China Apparel Association, believes that behind the sharp contrast between online and offline, what is obvious is the change in consumer behavior at present: online consumption has become a habit, and offline consumption has changed from pure consumption to interactive experience, including sharing entertainment and other factors, showing consumers' cognitive changes in online and offline retail habits. In the process of running the professional market and e-commerce, some markets have been diligently exploring and innovating, and have coincidentally locked their eyes on the online online and offline linkage mode, and have chosen the O2O mode to combine the physical market with the Internet transaction.

　　 O2O It will change the layout of the entire apparel retail industry, and the core of O2O is big data technology. Big data come from social networking sites, representing the true thoughts of netizens, reflecting their exact needs. Therefore, for the clothing industry in the era of O2O, "consumers" are no longer a vague group, but are fragmented by mass and fragmented. data Supporting the "whole person".

Looking back at the amazing achievements made by all walks of life in the O2O mode in 2014, people can not help but sigh the strong charm of O2O's sudden spring breeze. take the reverse into consideration Garment industry Just as the Chinese garment industry believes that the market will soon usher in a revival, it is the popularity of e-commerce. The electricity supplier has frantically divided the market, and the physical stores under the line have shrunk dramatically, or even become the "fitting rooms" for online sales. With the gloomy sales of entities, the new models of double 11, double 12, mobile Taobao Festival, WeChat shopping and so on are expanding rapidly, and consumers' enthusiasm for online shopping is skyrocketing. Clothing has always been an important category in the top three of online shopping products.

As a result, the industry reached a consensus that the market downturn is just an illusion. People's enthusiasm for clothing consumption is far from being satisfied. New consumer demand and expectations are constantly emerging. Consumption upgrading and social transformation have also brought many blind spots and business opportunities to the clothing industry.

Therefore, entering the 2015, many professional markets will choose O2O mode, combine online and offline, in order to better carry out online, offline, linkage and mutual benefit, they have tried many times to test water and explore a new path.