Mei Bang Store Marketing Pformation &Nbsp; Provide Customers With New Experience.

For Zhang Qiang, who is engaged in securities sales, he has to go to Shanghai almost every month.

Today, in the ME&CITY flagship store, there is no longer a shopping guide close to each other. There are no more kinds of instructions. The responsibility of marketing to customers has fallen into various LCD devices.

When Zhang Qiang took off his favorite clothes from the shelf, he could see that the LCD screen displayed the corresponding basic information such as name, size, price and so on. Taking them to the "magic mirror", they could see the 360 degree virtual clothing effect of the magic mirror, and even the comprehensive effect of many sets of matching. In the fitting room, you could click on the interactive LCD screen, understand the recommended collocation, choose to add or replace clothes, and the clerk will receive the information directly and send them to the fitting room.

Perhaps it is hard for ordinary customers like Zhang Qiang to imagine that the red link tag on the clothes to be sold is the link to this particular purchase process.

"Because the tag contains the RFID chip which preset the clothing information, with the help of the important medium of the Internet of things, let the customer experience the convenience brought by the" thing and material union "in the purchase process.

Min Jie, vice president of B2C Business Department of Metersbonwe apparel Limited by Share Ltd, told reporters in Shanghai.

Not only that, RFID chips are also used on the American brand VIP user card. When VIP arrives at the store, it will be recognized by the system immediately and enjoy special services. As long as the VIP cards are placed on the interactive touchscreen of the store, you can check the history of consumption, and you can get promotional information on discount, recommended collocation and other clothing information push, and enjoy more convenience.

At the same time, customers purchase, try, exchange and purchase each purchase action is also recorded by the Internet of things system, and become the foundation of data analysis and mining.

For example, when customers take a set of clothes, they try many times instead of buying them, and consider that maybe the version problem affects sales; VIP customers' historical consumption records will show their preference of color and type, which can make more targeted marketing; customers enter more stores and purchase less, so they need to consider improvement in promotion strategy, store design and goods matching.

Now, the resulting marketing pformation has brought more than 7% retail growth to the pilot stores, and the level of consumption experience and service is still rising.

"Of course, the more important application of the RFID chip based IOT system is to enhance the efficiency of the supply chain."

Min Jie said.

Over the past two years, the United States has expanded its scale rapidly. The annual output of clothing has exceeded 100 million, and the number of stores has expanded to 3000, and its storage capacity has increased to 300 thousand square meters.

The burden of the supply chain has been greatly increased, especially the inventory import and export volume skyrocketing. The efficiency of the warehousing and checking goods has been declining rapidly. The goods are coming in and procrastination, making the regional warehouse door always full of cars, which has become the key to restrict the fast linkage of the whole supply chain.

For this reason, Smith Barney lowered the sampling rate to 15% in order to improve efficiency, resulting in frequent occurrence of shortages, improper delivery and multiple delivery.

And once the RFID tag is added to the garment, it is no longer necessary to open the box for inspection or sampling inspection, and the goods can be accelerated to batch pfer.

According to the current technology, using RFID scanner, the reading rate of a box of 100 garments in 50cm is one hundred percent. Thus, how many kinds of clothing, how different colors and sizes are allocated in the whole box of goods, and clearly, the one-time scan of packaged goods, fast passing, do not need to be checked by pieces like the bar code, which greatly improves the efficiency of the goods outgoing and warehousing, and breaks through the bottleneck of the inefficient supply chain.

By the same token, the retail outlets also get more convenience.

In the receiving section, it is not very necessary for a lot of people to take part in the type and quantity of the goods to be collected through the background.

When taking stock, put the goods on the special counter. The varieties, colors, sizes and numbers are clear at a glance.

The key commodity shelves can not be "homogeneous", the system will notify the clerk to make up the goods, so that the shelf "should change".

As a result, speed up the supply chain is possible. For fast fashion brands such as Smith Barney, such acceleration means better participation in market competition.

However, in the eyes of Min Jie, seeking the acceleration of supply chain "is not the fastest, only faster."

Now, he is planning to incorporate important logistics links into the American state of the Internet of things system.

Because the stores in the United States are not only located in the second tier cities, but also in the three or four line cities, and the pportation time is long. The two words on the list of goods mean various variables.

There was once a time when a cargo of cars disappeared in the course of pportation, and the store did not receive the goods. The logistics agent also did not know the location of the driver and the truck.

It was not until a week later that the goods were found. The traffic accident caused the drivers and lorries to be deducted, thus greatly delayed the pportation of the goods.

"Although such things are very accidental, it shows the great uncertainty of logistics links, and the impact on supply chain is not easy to estimate."

Min Jie said.

Therefore, he is seeking cooperation with logistics agents to explore the collaboration mechanism between RFID and the Internet and mobile Internet, form logistics management under the Internet of things, and establish a pparent management mode of supply chain.