Study On The Application Of O2O Model Of Sports Goods Enterprise In China

The word "O2O" first appeared in the 2010. With the rapid development of Internet and mobile Internet,O2O began to receive business and academia.O2O mode is a kind of rising in recent years the consumption and the Internet line together with new business models. As the most important part of China’s sports industry sports industry has experienced rapid development in the ten years before twenty-first Century after into the product unsalableinventory backlog serious freezing period in 2011. Electronic commerce is not a substitute foroffline physical stores, completely solve the Chinese sporting goods enterprises inventorycrisis, in the face of severe market situation and strong foreign competitors, the application of O2O model to innovate their existing business model, has become China’s sports goods enterprises a way out through the inventory crisis.In this paper, the application of O2O model in China’s sporting goods company as the research object, through the literature review of relevant literature, through the case study ofapplication of 020 mode in the forerunner, bestseller fashion group and its practical experience, for our country sports goods enterprises solve the problem of coordination of online and offline. The main conclusions are as follows:1, the main challenge facing the Chinese sporting goods enterprises face:rising rental shops; the huge pressure on the stock;retail giants of the competition and conflict of online and offline channels.2, bestseller fashion group O2O layout, in cooperation with the micro shopping online platform, achieve mutualdrainage, complementary value, the value of the extension service. UNIQLO stores drainage,O2O strategy is:do not specifically for online payment, strictly control the online marketingcosts, simplify the line for the next line of the new online platform.3, the necessity of China’s sporting goods enterprise application O2O pattern is to follow the development trend of the Internet; to improve logistics efficiency, to break through the bottleneck of development of online e-commerce; have a greater price advantage to make up for the lack of servicecapacity; single line or line of the potential market for O2O mode of the great.4, China’s sports goods enterprises 020 mode application opportunities are:the development of Internet technology, which provides technical support for the development of 020 mode; the next line transactions can not be replaced, providing power to the 020 mode; the offline transaction is irreplaceable, and provide the basis for 020 models.5, China’s sports goods enterprises lies in the application of 020 model:the key strategic positioning precision;reasonable product mix; online as a channel to build the database of the system; systemconstruction; the operation management system.