Looking back at the retail changes in recent years, clothing companies that have long begun to precipitate private domain assets and form a perfect layout of private domain formats often show stronger commercial resilience and even maintain a good growth trend.
In this issue, take an old customer of Ziri Software, Zhang Shi Clothing, as an example. Under the wave of new retail, Zhang Shi Apparel launched more than 100 stores offline, nearly 300 shopping guides, and used weChat to revitalize nearly 150,000 online members, achieving an average monthly sales of 30W+.
So how does it build a private domain format and achieve omni-channel digital growth? Here's a breakdown for you.
Zhang Shi Apparel was founded in 1988, with 30 years of careful operation, consistently won the recognition of the majority of consumers and the good reputation of cooperative merchants. The company manages and operates more than 20 brands, including Nike, Adidas, Puma, UA, Jiumuwang, jeep, Hudu, Jiumuwang, Skechers and other brands. At present, Zhang Shi Apparel has more than 20 stores and more than 80 brand clothing counters, all of which are open in the commercial centers of Liaocheng and Heze in Shandong.
Zhang Shi clothing based in Liaocheng, looking at Shandong, to "achieve customers, achievements of brands, achievements of employees" for the mission, to "needle and needle calculation, pieces of applause, uncompromising, real" for the purpose, adhere to the integrity of management, is committed to creating a "century-old famous enterprise".
1. The story behind Zhang Shi clothing holding hands with Ziri software
In recent years, the new market rhythm brought about by the development of Internet technology, digital marketing and new consumer trends has brought many challenges to the development of many traditional brands.
In order to actively embrace change and promote the digital transformation of the brand, Zhang Shi Apparel chose to cooperate with Ziri Software to carry out the new retail omni-channel ERP project, that is, through the new retail and omni-channel integrated enterprise middle office, through the omni-channel order management, inventory management, commodity management, settlement management and membership management and other subdivision service categories, and finally reached the omni-channel operation scenario and achieved omni-channel digital growth.
Since the launch of the project, the online operation effect of more than 100 stores across the country has been obvious, and the products and services provided by Ziri Software have also been deeply recognized. Next, Ziri Software's new retail ERP system will better support the operation and management of more stores of Zhang Shi Apparel across the country.
2. Build a private domain format to become a "must-have" for enterprises to maintain growth
Liu Zong of Ziri Software Shandong Branch pointed out that with the upgrading of science and technology, the emergence of new groups, new brands, new scenes, new operations, and the disorderly and fragmented consumer purchase decision-making links have brought many challenges to the successful operation methods of traditional clothing brands in the past, and the construction of private domain formats has become a "must-have option" for enterprises to maintain growth in the current retail environment.
Many people think that digital transformation and the construction of private domain formats are the patents of large enterprises, but they are not. Any retail enterprise is equipped with a shopping guide, we may wish to start with the digital guide, and even small enterprises can have their own digital solutions.
Enterprises should use digital weapons to arm shopping guides, so that shopping guides can be upgraded to the super contact points of enterprises, and "people as services" is the key for enterprises to break through the siege.
In the past, customers came to the store to receive services, and after leaving the store, it was difficult to contact again.
In the past, shopping guides stood in front of the counter, but now, a mobile phone is a store.
Now, the shopping guide will add the customer as a friend, and the customer can continue to serve when they leave the store.
The brand itself has a large number of first-line shopping guides, enabling shopping guides to use Internet means to operate customers more conveniently and warmly, and privatizing public domain traffic is the lowest cost, most accurate and most basic "private domain" game.
3. Private domain growth solution of "Enterprise WeChat + Shopping Guide 3.0"
"Enterprise WeChat + Shopping Guide 3.0" minimum closed loop: let enterprises quickly step into the door of digitalization.
Enterprise WeChat: Internally, connect everyone in the organization to make the flow of information more efficient; externally, connect 1.2 billion consumers on WeChat to make the service more warm.
Shopping Guide 3.0: Strengthens the accurate and continuous operation of shopping guides to customers, and completes the minimum closed loop from service to transaction.
"Enterprise WeChat + Shopping Guide 3.0" can empower the innovation of shopping guide business scenarios, so that each shopping guide has its own digital tools and platforms, so that they clearly know where customers are, how to reach customers, how to convert customers.
"Enterprise WeChat" is a customer service tool provided by WeChat officials. On the enterprise WeChat, the shopping guide can "unlimited" add WeChat customers as friends, give customers a sense of trust with corporate endorsement, and combine group live broadcasting, customer contact, customer group and customer circle of friends for marketing reach.
Based on the open capabilities of enterprise WeChat, after accessing the "Shopping Guide 3.0" Mini Program, it can further enrich the connection method between shopping guides and consumers, form a closed loop of "reach - operation - conversion", and easily solve management problems such as task execution and ability improvement of shopping guides.
The advantage of "Enterprise WeChat" and "Shopping Guide 3.0" lies in the accurate and continuous incubation of users. The shopping guide can always learn about the browsing and consumption dynamics of the members, push the goods, coupons and activities online based on the member portrait, improve the temperature and depth of the service through customer care tools such as group maintenance, birthday wishes, and regular return visits; and cooperate with intelligent reminders such as "additional purchase, try-on, coupon expiration" to help the shopping guide grasp business opportunities in a timely manner.
Enterprises mobilize shopping guides to use "Enterprise WeChat + Shopping Guide 3.0" to reach customers, which is crucial for brand merchants to preemptively lay out omni-channel digital strategy and obtain global new customer growth and conversion.
In the future, Ziri Software will also integrate the advantages of the platform, continue to promote the digital transformation and upgrading of the fashion industry in various forms, and continue to contribute to helping enterprises revitalize under the new consumption form.