Wang Tiankai: The Strong Rise Of The Electricity Supplier Is A Greater Challenge To The Channel Management Mode Of Traditional Garment Enterprises.

Over the past few years, the continuous expansion of the enclosure has been going on and on, and it has been shut down under the pressure of cost pressure and the outbreak of inventory crisis. Clothing enterprise We are walking on a road of transformation and transformation.

Wang Tiankai, President of China Textile Industry Federation, has said that although China's textile and garment industry is facing a grim situation, we must also clearly see that the market is still growing, but the growth rate has slowed down a bit. Indeed, the decline in market demand and rising costs are only part of the predicament of the apparel industry. The advent of the Internet age and the strong rise of e-commerce are the bigger challenges to the traditional channel management mode.

It is gratifying to note that under such a background, clothing manufacturers have been seeking to develop, including Lining, Smith Barney, Semir, seven wolves, XTEP international and other domestic enterprises have launched an electric shock tour. The brands of the United States, seven wolves, BELLE and others have also set up the Guan Fangping station in Tmall. It can be said that with the development of network technology and information technology, online shopping and e-commerce platforms are showing their unique charm, and online channels have become an important sales force.

Compared to the general B2B B2C and other network sales mode, through the integration of online and offline virtual reality, that is, O2O mode for clothing sales, is an important direction of the Internet era to rewrite the traditional rules of the clothing industry.

The so-called O2O mode, also known as Online To Offline, means combining offline business opportunities with the Internet to make the Internet the front desk for offline transactions. If millet mobile phone uses the Internet platform to mobilize users to participate in product design, the biggest feature of its MIUI system is customizing the theme, allowing users to create thematic models, participating in the design, interacting with users, establishing a good user experience and brand reputation. And similar Jingdong, Tmall and other electronic business platform, relying on the analysis of user data, found the user's shopping preferences and to promote products, to maximize the provision of network service platform.

Through O2O, the relationship between information and physical objects, online and offline has become very close. The key point is to find and develop consumers on the Internet, and then bring them to the real shopping. Compared with the traditional physical stores, this mode can better meet the needs of consumers in many directions, and because of the offline experience service, the relative trust is higher, the turnover rate is higher, and the information feedback of consumers can be quickly grasshoped, so as to continuously launch marketable products, flexible and flexible, and reduce inventory pressure.

For the textile and garment industry, it is a prerequisite to make the online and offline integration of virtual and real industries fully based on the Internet platform. At the same time, the O2O mode can better regulate the supply chain and production and sales process, promote business development with new business models, and help enterprises get better competitive advantages. However, compared with the traditional sales mode, O2O still has many key points to be concerned about.

Do customer experience well. The real combination of online and offline is to better satisfy the customer experience, so that customers feel personalized care and thoughtfulness. Only online attract and impress customers, do good service under the line, so that customers can be satisfied. Online and offline They should give full play to their advantages and complement each other to form a good reputation for word of mouth.

Form customer data analysis. When customers query and select the network, these behavior data are recorded in detail. By analyzing the customer behavior data, the system can identify the customer's consumption level, preference and frequency. Through these data collation, customers can recommend products suitable for their hobbies, and further drive the sales of products.

Improve according to customer feedback. Focusing on customers and focusing on customer information is the necessity of business competition in this era. Through the combination of online and offline, the market demand can be understood by doing research, testing, collecting customer feedback information, and improving products and services by data analysis. This is also a great advantage of O2O from traditional sales mode.

As Dickens said in the book of Shuangcheng, this is the best and the worst era. The arrival of the Internet age requires enterprises to have a deeper understanding of the innovation and the value generated by the Internet, and to implement a marketing model that fits the development of the industry and its own situation. Only in this way can enterprises maintain steady and efficient progress in the fierce competition.