&Nbsp In The Era Of Experience Economy; How Should Enterprises Sell Clothes?

Max Chase has promoted the life experience Museum mode.

Muse, bang Wei, etc.

At present, the competitiveness of some domestic clothing brands differs greatly from that of foreign brands.

All short-sighted

Then, in the era of experience economy, how can enterprises really enhance brand competitiveness? How can enterprises sell their own clothes?

How to sell in the future

According to a quarterly report released in 2011 by Smith Barney fashion, the amount of apparel in the United States is 3 billion 160 million yuan.

Zhou Chengjian, chairman of American bond clothing, explained that more stock was due to climate anomalies.

Lining's brand sponsored sportsmen do not see sales in stores.

Later discovered that Li Ning Co sports resources and retail channels of large products are totally two lines.

Brand trust has become popular in the apparel industry in recent years, and has become an important way of garment channel innovation and channel outsourcing.

As a new channel mode, brand hosting has gradually emerged in the apparel industry in recent years, and is generally favored by the industry.

However, after a period of development, it is found that brand hosting is not a panacea for clothing enterprises.

In fact, every clothing brand will make the same mistake. The operation mode of storefront has been changing. The ultimate goal of change is to fit for better development.

However, there is a gap between ideal and reality. For example, the current store marketing mode is facing three major problems in the market: first, how to improve the flat efficiency ratio (sales revenue per square area)? Secondly, how to do a good job in the market practice from the cost pricing mode to the retail pricing mode? Thirdly, how to create and deliver the added value of the brand?

From the primary sale of buying and selling to the market demand, to the customization, the brand clothing shop is facing constant escalation. The emotional sales of appeal can no longer satisfy the consumer's demand. The 1 version has entered 3. Now it is the experience era, whether it is quality or quantity improvement, which will have an impact on the brand.

For consumers, shopping is no longer a kind of behavior that satisfies daily needs of life, it is more a symbol of quality of life and taste of life, to be exact, it is a satisfaction of spiritual needs.

The accuracy of the target customers determines that the competition between the future businesses will focus on the service, and whose service will be good and the customers' stickiness will be greater.

For example, according to the VIP system for clothing industry, according to the survey, about 60% of the total sales of high-end shopping malls are created by VIP customers, and this proportion will continue to rise.

But in reality, many brands of high-end VIP customers are unable to realize "honorable" because they are "popular". High-end VIP can only run away, creating countless "sleeping cards".

So far, merchants have fallen into the odd number of cards and the number of dormant cards.

Issuing cards can not solve the problem, not the domestic brand store service is not in place, but we lack a complete set of perfect service system, single store mode can not replicate to other stores, can not support a huge service system.

We are in the development stage of survival. Foreign brands are in the communication stage of brand power. They are not heavyweight confrontations, so they can really experience the honourable and enhance the core VIP customer stickiness.

Objectively speaking, there are various forms of brand clothing store, whether it is flagship store, model shop, store store or living hall, which has a good sales momentum in the market. In the long run, under the premise of keeping the scale ahead, it is necessary to continuously improve the single store management capability by meticulous management, which is the core value of store operation.

But it is still not very successful that many operators are troubled by their own brands. A survey of more than 200 professional companies in China showed that 88.6% of the companies preferred "effective marketing strategy" when they answered what they most wanted.

There is a mature tool book strategy among companies, which is similar to each other, and there is no personalized marketing strategy. How can we make the clothing brand break through in the increasingly fierce competition?

Is shopping an emotional need or a consumer demand?

A comprehensive survey of the success of foreign clothing brands does not depend entirely on the pull strategy of the store, and the brand's pmission power dominates. Behind the growth of brand power, the strong supply chain and the size and revenue of the branch are actually dependent.

For many domestic brands, store mode is more like a retailer brand.

If you can't connect to the net, you can't rely on strong distribution capabilities to achieve sustained growth.

The lack of stamina in store mode is the consensus of the industry. The change of terminal operation is more and more urgent when commodity, price, promotion, location and other factors become more and more difficult to create the differentiation advantage of enterprises.

The differentiation of products is embodied in storefront terminals, and the differentiation of storefront should be cut in step with the demand of consumers.

For example, the image design of the retail terminal should be updated as the brand grows, otherwise consumers will not only be fatigued with the image of the retail terminal, but also doubt the business capability of the enterprise.

Nowadays, in the era of experience economy, vision is the foundation of customer experience.

All visual elements such as store design, decoration, display, model, props, light, POP advertisement, trademark and tag are all integrated and systematic concept of visual marketing.

Shops are at the forefront of consumption, and shop form advocates "shopping is actually a way of life".

From selling products to selling services, from selling services to selling personalities.

The theme of humanized brand determines that the experience communication should be humanized and emotional. Through the retail terminal atmosphere, consumers can feel good products and services, and stimulate the emotional identity and emotional expectations of consumers through emotional stimulation, affecting the feelings and emotions of consumers.

If we pay attention to the interpretation of the professional costumes for personal temperament, we are good at displaying our own exclusive taste through the image consultant and clothing collocation. In the process of experiential marketing, every communication request should support the theme or be consistent with the theme.

For this reason, we can and can do well, but we can not do lasting.

In recent years, clothing brands have vigorously promoted the life experience Museum mode, replacing experience with space and promoting brand by culture.

For example, in Guangzhou Wan Ling Hui square, the 4S experiential Museum of Bao Bao leisure clothing includes: Sell (clothing sales), SightExperience (visual experience), Self-IdentityService (personalized service), LifeStyleSalon (Fashion salon), that is, the 4S experience mode of the clothing industry.

The seven wolves launched the men's living center in the commercial center, and the white-collar launches lifestyle shop.

In addition, the "full category underwear life hall" created by the cat people in Wuhan is also officially unveiled. The "cat's all category underwear life hall" is a new mode of winning the terminal with the whole category. It breaks through the bottleneck of single category sales, covering 6 categories of products, including more than 2000 categories: small underwear, fashion home, fashion warm clothes, fashion tights, fashion rhymes, and bottoming shirt series. It shows a new sexy lifestyle for the vast number of consumers and meets their one-stop shopping needs.

Shopping is emotional needs or consumption needs? This brand new marketing mode is worth our wait and see.