Concrete Manifestation Of Channel Revolution In Garment Industry

Channels currently under way

The general trend is shorter towards the channel, less circulation, more direct, faster circulation and greater customer value. Meanwhile, the combination of business flow, information flow and logistics is more flexible.

Specifically, the following aspects:

First, e-commerce has become the mainstream channel mode, and the proportion of total circulation in the whole society is increasing.

As far as e-commerce is concerned, the future trend is:

1. it is foreseeable that a comprehensive oligopoly online shopping mall will be formed, such as large-scale online shopping platform (such as Taobao) and online integrated shopping mall.

Large online shopping malls are natural monopolies, similar to portals and search websites. Once the market position is formed, they have a more durable and strong positional advantage. After occupying the mental space of customers, the possibility of being replaced is very small.

2. for specific groups of people, specific categories of shopping websites will gradually increase, such as shoes, caps, hairpins and other specialized shopping websites.

These websites are based on product logic, which subdivides product categories, or subdivides customer groups based on customer logic. The future will be more and more subdivided.

3. there will be a business model integrating community, membership and social networking to provide specific services for online members and online social groups.

The service categories of these websites may be relatively diverse, providing customers with a certain solution and selling some special products, but the idea of service expansion is customer centered.

For example, a website that provides child care services to young mothers. On the one hand, it is an exchange platform. On the other hand, it also provides childcare products, as well as education and training institutions.

Second, the closed direct selling mode is gradually increasing.

The so-called closed selling mode is based on the customer database based on the club type sales, members are buyers, buyers are members.

This group itself has certain social attributes, learning attributes and emotional friendship attributes.

For example: Wine Club, real estate purchase meeting, book publishing society's reading friends association, photography lovers Association and so on.

Third, invisible channels outside retail outlets are becoming more and more important.

The past sales took place in the visible retail site, but invisible.

Sales occur in various intermediaries, such as people, media (magazines, etc.), and strive to convey information to the end customers, enabling users to recognize goods and services, so as to achieve sales.

Since e-commerce can not solve the problem of seeing the real thing at the scene, the future mode may be: setting up a large exhibition center, not necessarily in the core business district or the property concentrated area, but looking for a larger area, convenient pportation and plenty of parking spaces, providing customers with high value experience.

Customers can buy through the Internet, call center or short message after experiencing.

Fifth, vertical integration of manufacturing enterprises will still flourish.

Manufacturing enterprises directly set up retail outlets, such as stores, this mode has become the mainstream in some areas, mainly in the home, furniture and building materials.

In the future, there may be a collection store of direct selling outlets, and the style of sales is relatively old. But because of the low cost and concentrated shopping, customers are welcome.

This is a very common practice in foreign countries, such as large Outlets shopping centers.

Sixth, the retail experience, especially in the high-end retail form, will continue to enrich and extend customer experience value.

Such as the setting of situational shopping environment, depth of service customers (customer consultants, help design and advice, etc.), as well as a variety of customer value overlay.

Seventh, department stores and supermarkets will continue to subdivide their formats.

After a new generation of young people are no longer keen on shopping in the mall, department stores will split up in the future: some of them will be more high-end, the customers are not sensitive to prices, but they will attach importance to high quality services, while a large number of other department stores will gradually go to supermarkets.

Correspondingly, supermarkets will also be downsized and there will be cheaper supermarkets in the future.

Eighth, for the distribution industry, the main business mode in the future will be "platform type" - warehousing, distribution, fund management and other functional platforms, with diversified business categories and varieties.

Ninth, whether the distribution industry or the retail industry,

Integration will continue to occur, and industry concentration will gradually increase.

In many industries, distribution and retail giants will emerge in China.