New Challenges In Apparel Retailing: Fragmentation And Flatten

The era of consumer dominance has arrived, and consumer groups are constantly fragmented and fragmented, which poses challenges to the retail industry of traditional clothing enterprises.

The era of corporate brand positioning and retail channels "one after another, all over the world" has gone along with it.

Fragmentation and flattening are becoming the trend.

Children's clothing enterprises display new products

Distinguished guests

Mao Lihui, a famous fashion critic in China

Ye Shuangquan, director and general manager assistant of Fujian PEAK Group Co., Ltd.

Wang Feng, vice president of Quanzhou Green Garments Co., Ltd.

Core tips

The era of consumer dominance has arrived, and consumer groups are constantly fragmented and fragmented, which poses challenges to the retail industry of traditional clothing enterprises.

The era of corporate brand positioning and retail channels "one after another, all over the world" has gone along with it. At the same time, the fragmentation and flattening of clothing retailing are gradually becoming a trend.

Consumer led Era

Moderator: many people say that consumers in modern society have the initiative to consume, and the traditional retailing system of garment industry is undergoing structural changes. How to treat this problem?

Mao Lihui: the attraction of shopping malls to consumers is decreasing. The traditional retail mode can not well understand the needs and emotions of consumers, or many.

Consumers' desire for consumption has not been fully studied.

Ye Shuangquan: the first 20 years of Fujian clothing enterprises were developed along with the industrialization. Their characteristics were "big as the main", and the brand advocated by various ways of spreading. There are three main aspects: to enlarge the voice, enlarge the capacity and enlarge the channel, thus fostering the scale of the modern industry of Fujian style clothing.

But it should also be seen that this one-sided approach is leading to overcapacity in the traditional garment industry, thus strengthening the dominant power of consumers.

Wang Feng: the group of consumers is constantly fragmented, and become more diversified and fragmented. They choose only what they like.

On the contrary, many enterprises do not know what consumers really need.

They continue to emphasize the so-called brand value added, and pull up the price of products. This practice is undoubtedly a blind brand worship, and it will only deviate from consumers.

Customer stickiness is better than consumption experience.

Host: what impact does this change bring to traditional clothing retailing?

Mao Lihui: at the gates of some colleges and universities in Wuhan, people can often see more than 10 express trains, which are delivered to students.

Traditional clothing companies like to implement experiential shops, but why online shopping can be so popular that they do not need to experience? This shows that we still do not really understand consumers, especially young consumers.

If we neglect the needs of consumers, I am sure that half of the garment enterprises will be closed down in the future.

In fact, consumers may not need to experience so much. What they care more about is the resonance between brand positioning and personality pursuit. Therefore, the so-called "customer stickiness" such as loyalty and repeat customers is more important for clothing enterprises.

Ye Shuangquan: the fragmented and fragmented consumers will inevitably lead to more diversification in the retail sector and more flatter channels in the future.

At the same time, these changes in retail channels will, in turn, lead to fundamental changes in the entire operation system of garment enterprises.

Community-based retail has become a trend

Moderator: just now everyone emphasized the importance of consumer demand and the change of consumer groups. So how should traditional clothing enterprises deal with and pform them?

Ye Shuangquan:

In the construction of retail system, we should pay full attention to community marketing.

Community-based retail itself is also a change of sales mode, which makes the information feedback of enterprises more from the first-line market, rather than the dealer's layers of filtering.

Wang Feng: now many stores are wasting resources and can not bring effective demand.

It seems that there are many people, but few people are buying effectively.

Clothing retailing should create more "purposeful purchase" to improve the accuracy and fineness of sales.

Enterprises should serve only customers of specific groups.

Mao Lihui: enterprises should aim at consumers' desire, seize the needs of consumers, and provide precise services.

For example, the fitting rooms of some clothing shops not only provide slippers for women, but also provide shoes with various specifications such as flat heel, slope heel and high heel, so that women can dress well with clothing. This is a kind of understanding of consumers' needs.

In addition, I agree with one of the colleagues said that the value and price of clothing retail are now in structural contradiction. On the one hand, our brands are rising in a reasonable price and attributable to higher cost of manufacturing and labor costs; on the other hand,

The prices of retail outlets such as UNIQLO are decreasing in recent years.

The same living environment, why people are in the price reduction, we will go up in a bid to raise prices, which is worth considering.

Grasp what consumers need

There is such a passage that a beautiful woman likes to eat pears, hate eating apples, but a pursuer buys a car of apples to send her, thinking that it can please her.

People who know each other can get twice the result with half the effort, and those who do not know how to love each other in their own way.

Now, the same story is happening in the clothing industry.

On the one hand, enterprises are desperately making brands, opening image stores and pushing experiential shops.

They believe that if we upgrade the brand, there will be added value and the product can be sold at a high price.

On the other hand, consumers prefer to choose their favorite products according to their routines.

They may not even stroll around, but rising prices are more likely to discourage them.

In contrast, the network without any experience has opened up an open space for many consumers.

Why companies are constantly spending money and doing things against consumers' wishes? The root may lie in the fact that traditional retail systems, such as wholesale, brand suppliers, distributors and their slow response to retail sales, are paralyzing traditions.

Retail body.

From the start of the retail system and the integration of the supply chain, the clothing companies should take the lead.