Apparel Industry: Interpretation Of Clothing Consumer Demand

There is an old saying in China that "it is good for me to be prosperous, and against me to die" is particularly applicable in business, and can not do things against the tide.

Conform to consumer spending habits, this adaptation is manifested in the trend of consumption, such as the development of technology, and even the promotion of Internet speed will have a subtle impact on business operation.

If we study the consumer thoroughly, we will find a business model of "letting go of what we want to do".

What is the consumer like?

Human nature is "new and old," and consumers are the same for pursuing new places.

Nowadays, the pursuit of environment and the pursuit of space are completely different from the new consumption places. They need more spacious, comfortable and convenient environment.

Secondly, local brands are becoming more and more abundant, and there are many international brands, including fast selling brands, popular fashion brands, etc.

Brand and so on.

In the shopping center, businesses are constantly updating themselves, such as the brand flagship store is constantly expanding, and the interior style is rich and the area is increasing. Because consumers are very curious about these fresh things, as long as there are fresh brands, new models of business and newly opened businesses, they are very willing to try.

Consumers are "lazy".

Especially in the first tier cities, traditional business circles are very crowded.

Everyone is willing to spend nearby, they do not want to spend one or two hours to the city center, so a facilitation of consumption is the trend of Commerce. In the future, 70% or 80% shopping centers will appear in the urban fringe or farther.

Consumer demand is "socialized".

In the era of Internet consumption, shopping centers are under some pressure, but people are socialized people. Their demand for social interaction is very strong. For example, he will come to shopping centers with friends and family. Besides shopping, drinking coffee and watching movies can not be done at home, so making a big change in shopping level is not only based on shopping, but also in the whole trend of community consumption. Therefore, there are three major changes in consumption demand. The first is novelty seeking, second is laziness, and third is social networking.

Changes in consumption demand brought about changes in investment or brand portfolio. Wang Yuke, executive director of RET Ruiyi, said that the proportion of retail sales is declining, the traditional core areas of business, and the proportion of new retail outlets in other regions has dropped significantly. Even when the proportion is high, it can reach nearly 20% or 30%.

Consumers may not have to shop every day, but they must eat every day.

So from the point of view of sales structure, we can also feel that the retail ratio is a downward trend.

What do consumers really want?

Experience consumption is divided into two levels, the first level is the hard environment, mainly the shopping center from the planning and design to make arrangements and layout, such as shopping center's sense of space is better, mobile line is smooth, plane traffic and vertical pportation need to be efficient.

For example, Shenzhen the Mixc, business is divided into two phases, a single line, it is very easy to find shops.

The advantage of the single line is that the consumer will not miss any shop and the store will not miss any consumer.

In the first phase, there is a large atrium, which can do a lot of activities and display. It is very convenient.

The two phase is designed as a very characteristic place, which is an outdoor small square. Now this little square has become the eye of Shenzhen, because this place is the place that many consumers in Shenzhen pursue and yearn for.

Why did this happen? The Mixc made the shopping environment first, indoors, and indoors in the two period.

The first phase is mainly shopping during the day. The two phase of the small square is still extended into the late night. The two can be fully interactive and complementary. This is the commercial highlight of the hard environment.

The second level is the soft environment, which mainly refers to the richness of combination of formats, brand combinations and commodity combinations.

In particular, one-stop shopping will become the most important point of experiential consumption in the future.

How to enrich the format combination, brand combination and commodity mix is a matter of deep thinking.

Liu Yongjie, senior project manager of general merchandise (China) Limited, said that nowadays, many businesses have the functions of shopping, dining, entertainment and leisure. The movie theaters and ice rink are not unusual. If we increase the elements of culture, such as adding some bookstores, the effect will be very good in the shopping center.

In addition, it is service.

10 years ago or 15 years ago, the shopping mall was called convenience service. Now it is value-added service. Doing well in service will increase consumer satisfaction with shopping experience.

With the post-80s becoming a consumer entity, but do businesses really know about the post-80s? How many of these shopping centers or commercial real estate systems do we do specifically for the post-80s? Is it a Post-80's analysis of shopping habits? For example, a large chandelier imported from a shopping center in Italy costs 5 million and is very beautiful. They think it will increase their shopping experience, but in fact, the post-80s may not care much about this chandelier. They are more interested in Chao brand and animation products.

Business should be innovative, but innovation can not be forgotten.

There is a joke that Americans go to the moon, and the equipment is very advanced. But at that time, we need to solve a problem, that is, how to write, there is no gravity, the ball point pen can not write the word, then spent a lot of money to study a pen, but they also puzzled the Soviet people how to write in space.

Later found that the Soviet Union used pencils.

Sometimes the most fundamental is probably good, blindly innovation, blindly do, perhaps not necessarily the result you want most, just the opposite.

How to make consumers willing to experience

Now, every shopping center, and even every brand store, has VIP card. Can this really pull customer loyalty? The answer is not necessarily.

Deputy director of China World Trade Center Company Ltd China World Trade Center mall, Ren Xiaofang, said that China World Trade Center shopping mall in Beijing is doing a sales promotion. This activity also benefited from the popular animated cartoon "happy and grey Tai Long". Not only did the kids like it, but also many young people would take it.

China World Trade Center mall has developed a cartoon character, which is a magic character. It has many small partners. Now he is born with five small partners. Now he is born with the number of his teachers, his friends and his small friends. He can have father and mother in the future, so that he can use the role of multi meters to string up all the fashionable products in the shopping center, and his mother is the pronoun of fashion.

Yang Dehong, President of Fuji Information Technology Co., Ltd., has been studying the technological innovation of consumer interaction. According to him, they are now studying a new topic, "I know you", specifically, I know who you are.

As long as you have this card in your wallet, even if you don't take it out, you will know the guest's name and consumption record if you walk into the shopping mall, counters and business computers. The salesperson's first sentence can greet guests and recommend new products.

Yang Dehong said that this is (RFD) technology, in fact, very simple, decades ago, has now been widely used in logistics.

Another point is marketing planning. Marketing planning is also very important. A shopping center or a city complex can keep people, there is a cultural thing, I think the attraction to people is very big.

Tan Guangqiu, executive deputy general manager of Guangdong Jian Ji Business Operation Co., Ltd., is deeply aware of this. He thinks that shopping centers must become places for consumers to have family gatherings, fixed-point places for business activities, and even places for young people to make contact with.

There are family gatherings, entertainment places, and even sports venues and exhibition centers in the shopping center.

Business has no fixed form, operation or location, it is necessary to make a reasonable choice according to the location of the city, local consumption capacity and location. In A City, it may experience a high degree of experience, but if you go to B City, you have to do something else. It is very difficult to change habits, so it is necessary to conform to the habits of consumers.

Every detail is done well, and it is inevitable for customers to come.

If a family first thinks of going to a certain shopping mall for a day at the weekend, it will be more fun than the suburbs, so the shopping center will be successful.

Micro world

@ China marketing resources online:

During the development period, new products have just been on the market and have not been fully tested in terms of technology or product concept. Consumers need to have a process of perception and acceptance. At this stage, promotion is often a more effective strategy. In marketing means, we should emphasize "key channel coverage, point to point low-cost communication, persuasive or experiential influence on consumers, improving products and summarizing marketing experience".

@ Zheng Yun: seeing Wang Jianlin at Wanda business annual meeting, he said that increasing experiential consumption and paying attention to food and beverage, "China's shopping center is not sold out, but eaten out."

Indeed, from the layout of Kade MALL and Joy City in recent years, it is highlighting "eat", and there are many quality "eating goods" on each floor, unlike those of previous MALL which lock every type of merchant type.

@ Nanfang Daily Zhongshan observed: since the beginning of this year, there has been a new direction in the development of the volume of commercial real estate in Zhongshan, and a new foothold in market segmentation.

Among them, experiential consumption as an attempt to start the layout mode of Zhongshan, including the star Bay complex, Henderson general store and other upcoming business centers and soon to be upgraded, have released the signal to create the layout of Zhongshan experiential consumption.

@ the roadside leaves Lee: consumer experience is the most important. Consumers experience well, prove idea good, products are good, and then through a variety of channels to make this experience more people know.

So experiential marketing has become more and more popular in recent years, because people share the desire to share, and they will actively share good feelings or bad feelings through various channels.

@ scholar Liu Lu: the idea of Wanda is right.

"Wanda will have more choices."

State, emphasis on experiential consumption, especially cultural entertainment and catering industry "- under the impact of e-commerce, the decline of traditional retail format has emerged, the decline of the future is only a matter of time.

"Cultural entertainment + catering industry" can support the future commercial real estate banner.

@ Daikin: in China, where the consumption power is growing rapidly but the per capita income is low, a consumer trend that can not be ignored is that the Chinese market is developing towards the top grade and the low level. At the same time, some consumers will buy two brands at the same time.

Chen Linzheng, CO head of Permira Asia Pacific, said: "a person with a LV or Prada leather bag may be ZARA."

@ Nanjing Mingyuan: first, Wanda chooses more non retail formats and emphasizes experiential consumption. Wanda has a clear stipulation that experiential consumption should exceed 50%, especially cultural entertainment and catering.

Secondly, the proportion of catering must be large enough, and the proportion of catering in every Wanda Plaza will exceed 20% of the total rental area, and the number will exceed 30.

In the choice of formats, try to choose one company.

@Andy path strategy planning: the middle class customers dominate the consumption trend of the retail industry. The main customers of the department store are the middle class. But the middle class will decide the direction of the luxury market. The middle class now accounts for 12% of China's luxury goods and will increase to 22% in 2015.

73% of the luxury goods market comes from customers under 45 years old, and 18-34 years old customers account for 45%. The biggest space for luxury goods in the future comes from 3 cities.