Entering The "Consumer Era" &Nbsp; &Nbsp; China'S Shoes And Apparel Retail Industry Is Facing Spanformation.

The current is in " Consumer Era "Under the condition of Internet technology being developed, consumers have mastered the initiative of brand and consumption, consumers are always aware of the trend of fashion, and the renewal of garment enterprises is very fast. In the past 5 years, half of the world's brands have fallen down, and the footwear retailing industry is facing a spanformation. In the last week's "China retail forum", experts from Quanzhou industry discussed this.

　 Point of view, a brand store can consider diversification.

Lin Xiaolin, general manager of Noah International brand Cci Capital Ltd, believes that it is the key to win the fashion apparel in the international context.

Lin Xiaolin believes that meticulous management includes the following aspects: first, the personalized management of commodity planning. In the past, the concept of domestic sports did not individualize the commodity. The commodity structure of movement was basically identical, and homogenization was serious. Commodity is the carrier of brand value, carrier should be separated, and commodity homogenization is also the fundamental problem of inventory. Secondly, there are subdivision strategies in terms of channel strategy and format. The unique shopping experience is also an important strategy for brand competition. Most of the brand shop shopping experience is not separated from each other. It can be considered as a diversified supermarket type, a professional category boutique type, and a theme culture store type. Thirdly, the management of retail stores should be refined. At present, sports brand is too extensive in store management, retail profit system and retail execution standard, information management means have no or no team and mechanism execution. There is no intensive management system such as shop location execution standard, single store performance target management, retail team building, commodity management, customer management and so on. Finally, we should innovate in supply chain management.

　 Point two. Cultivate the feelings of consumers.

Mao Lihui, a famous fashion commentators and distinguished professor of Wuhan Textile University Clothing Institute, believes that under the influence of the European debt crisis, the global economy is in a doldrums, making the business environment worse. Under such an international environment, Chinese brands need to innovate business models and revitalize them.

"Only has the unique cultural connotation, unique technology content, artistic content, unique commercial value. Fashion brand Fashion merchandise and fashion marketing mode will really enable rational dealers to be moved and emotionally, and then act, go to agency, join and operate. Therefore, we must cultivate the brand and consumers' feelings. He said.

He believes that the brand should aim at the psychology of consumer behavior and human engineering principles, so that commodities can display their commodity attributes, aesthetic trends, interest and sprouting impulse, and change the unreasonable situation of brand culture, which is rarely seen in buildings, but only in cartoon animals without clothing and wealth accumulation.

　　 Viewpoint three creating "purpose buying"

Green, vice president of garment industry, believes that there are two scattered trends in the retail industry. One is the fragmentation of communication, and the two is not enough. From his children's clothing industry, consumer behavior is more active buying. "But only effective customers are not enough, because most of the business hours of a single store are still wasted, which requires the brand to create" purposeful purchase "and make the marketing more precise. He said.

Wang Feng advocates "intelligent sales" and establishes good interaction with consumers. "But these should be reflected in the store management, so that grass-roots employees become partners, and there must be a set of mechanisms that can be supported." He said.

　　 Viewpoint four personalization helps brands win.

Yu Guodong, a brand consultant, believes that the essence of brand lies in the personalization of dying products, and humanization as a vivid "soul" with flesh and blood.

The important difference between products and brands lies in whether they are personified. Some products have been done for many years, but no brand has been formed. Even if it has credibility, its reputation is generated by products. When the product dies, the brand dies, so it is a fake brand. The essence of the brand is to spanform the dead product into a personified one.

Because consumers are people, communication with people requires the use of human language. After personification, the brand can move people's hearts. And this tool will not be out of date. The same idea is strong and can be used for 100 years as long as it is right. Of course, we need to say "according to the times", but the core has not changed. Yu Guodong believes that the core value of a brand must be repositioned when there is a major change or displacement. That is, brand regeneration is regenerated, and the cost of regeneration is still lower than the cost of re establishing a new brand.

　　 Viewpoint five community layout is a trend.

Ye Shuangquan, assistant general manager of PEAK group, said that after more than thirty years of extensive development of Quanzhou brand, industrial amplification and capacity enlargement, the channel has also expanded, and a large number of brands have emerged, and now there is a tendency to excess.

Ye Shuangquan analysis, as the industry began to rationally consider the inventory problem, in the inventory of the moment, the core price of the brand is becoming more and more important. stay Apparel industry Under the premise of great industrialization, the establishment of a large channel has created a relatively high brand threshold. Enterprises should achieve breakthroughs in frameless mode under the brand framework. He said: "in the huge brand cluster, the brand is fragmented, and a brand must focus on the consumer to be impressed."

He said that we should attract consumers through retail changes, so that brands can interact with consumers face to face and form a "dialogue" mechanism. In the long run, this kind of value proposition must be further refined, and more accurately lock consumers in a certain part of the two or three tier cities with stronger commonalities. In this way, the domestic brand can truly lay its foundation market position and share its own "cake" with the international brand's "close combat". "We need to be more precise, precise and acutely aware of the market, and the layout of the community may be the next step in brand retailing."