What Did Jobs Leave To China'S Clothing Industry?

I am afraid no business CEO has passed away like Apple CEO Steve Jobs. In addition to all kinds of reports, the fruit powder volunteers have expressed their remembrance of the "digital magician" with all kinds of endless mourning activities.

It is said that Jobs's departure symbolizes the end of an era. Although this statement is slightly exaggerated, it is undeniable that from the graphical interface, music store to app shop, apple culture, Jobs's charisma and his creation of business miracle have created a peak that no one has yet achieved. The four product lines that are similar in spirit and appearance are Mac, iPod, iPhone, iPad and two online stores, iTunes and AppStore. In the past ten years, Apple Corp sales have increased rapidly, and profit margins have continued to be high in the industry. As of August 2011, Apple Corp's market value exceeded $350 billion, becoming the world's highest market value company.

There is no doubt that in the apple product gene, Jobs is the soul. Without his genius. taste There is no apple today without perception and conviction. What Jobs left to the world is not just a few products, but also a reshaped industrial structure and a unique Apple profit model, as well as many intangible spiritual wealth.

For China's apparel industry, what has been gained from Apple's successful experience? enlightenment What we learn from Jobs may be the core of Jobs's concern.

　 Quality first

As we all know, domestic clothing brands are mixed. Many enterprises are too radical when they are making brands. They want to go all over the world in the past 35 years. They have tried their best in brand promotion and marketing, but they ignore the core of the brand -- the product itself.

Here we only use iPhone products to illustrate. In January 10, 2007, Apple released its first mobile phone product, iPhone, which officially announced the company's entry into the field of wireless communications. As Jobs said, the mobile phone is a revolutionary new mobile phone. The wide screen, the simple appearance, the impeccable touch technology, the application and combination of various softwares, the fast updating of related network store and so on are all the selling points that iPhone is irresistible. Since then, large screen and super screen phones have become popular models, and the dazzling appearance design has been favored by more and more consumers. It can be said that Apple has brought mobile phone manufacturing into a new era. In addition to iPhone, the previous iPod, after iPod and AppleTV, are not the representatives of sophisticated products. Speaking of quality is the foundation for Apple products to sweep the world and the core of Apple spirit.

　　 Chain of desire

From iPod to iPodTouch, from iPhone to iPhone4, from iPad to iPad2, Apple's disruptive products have been popular all over the world. On the first day of iPhone mobile phone, users queued up all night. This kind of landscape is absolutely different for those products that need to rely on advertising and discount. No need for advertising or discount promotions, people who love apples will spontaneously pay attention to it. Even in the eyes of many people, using apple means fashion and quality life. What caused Apple's arrogance and strength?

In the past, we often said, "as long as customers need, how much is there?" Understanding and meeting the needs of consumers is the top priority of brand marketing. Demand is the only way to create supply, which is the basic rule of market operation. But sometimes, demand also needs creation. Apple can be used in this way.

Every time the new generation of iPhone is released, there will be various kinds of gossip circulating on the Internet, which will quietly expand the influence of iPhone while keeping the appetite of people. But the long wait and countless false news and rumors did not reduce people's enthusiasm for it. On the day of new product launch, Apple fans will gather fans outside the apple store to queue up all night to buy their favorite products at the moment when stores open.

In the eyes of consumers, apple undoubtedly has its own distinctive mark, that is, superior performance, special shape and perfect design. But we all know that these are obviously not enough. From PC to consumer electronics, to the Internet, to mobile Internet. Apple does not rely on a technological orientation, but depends on the understanding of human nature, the grasp of the desire chain, so as to achieve the ultimate goal of marketing.

For apparel companies, the desire chain is also applicable. In today's economic globalization and information technology, enterprises should establish pre thinking, constantly tap new demands to expand the market, create the desire chain, so as to seize the initiative of the market. The creative desire chain is based on service demand as the starting point, meeting the needs of service as the end point, and not just as simple as marketing, sales and after-sales service.

　　 Experience supremacy

Although the idea of "user experience supremacy" is not new, there are few enterprises that can truly practise it. There are many theories about Apple's success, but in the final analysis, it brings consumers the best user experience and leads the trend of the times. That may be the real reason why Apple has been imitated and never surpassed. As apple summed up in its annual report, "Apple Corp is committed to bringing the best user experience to customers through innovative hardware, software, external devices, services and Internet services."

Take iPhone as an example. In some ways, iPhone may not be as good as BlackBerry or NOKIA, but iPhone can not only be used for telephone, e-mail, Internet, games, videos, music, photos, etc. Although many tools are based on the Internet, its interface is very simple, and only touches the screen one or two times. In addition, iPhone's light sensing design can automatically adjust the brightness of the screen according to the environment, so that the user can get the best visual experience. The infrared induction design will automatically turn off the screen to save electricity. When the cell phone falls from the height, the acceleration sensing design will automatically shut down the system to reduce the unnecessary damage.

According to Jobs, the "emotional economy" will replace the "rational economy". The era of technological success based on silicon chips is over, instead of "emotional resonance with consumers" and "making customers memorable experience". This is indeed the case. From the highly praised appearance design to the hardware manufacturing that pays attention to detail, Apple products reflect the idea of "user experience" in many details. Not only that, in order to reach as many consumers as possible and expand consumer awareness of Apple products, Apple has opened Apple retail stores around the world, elaborately designing a user experience arena with "Digital Life Center", creating a comprehensive experience for digital life. The store area is designed with the "solution area" as the center to facilitate customers to create the "overall plan" that can solve the problem, so that Apple products and customer experience can be perfectly matched.

In contrast, many Chinese clothing companies and brands are putting their user experience on the lips, but not on the quality of products and service details. How to connect experiential marketing with brand building and form mutual support is a problem that Chinese clothing needs to think deeply.

Quality first, desire chain, experience supremacy, this is just a few points we choose from Jobs and Apple's huge success genes. Jobs changed the world and changed our life with "I". He really left behind too many things worth our careful understanding. If we could really inspire and change things, it might be more powerful than any empty memory.
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