Who Will Dominate The Garment Industry In 2014?

At the end of the year, 2013 is coming to an end and 2014 is coming. Review 2013, for clothing Industry is indeed a mixed blessing. Hi is the first time that the Chinese clothing brand has been unveiled around the world by virtue of the lady Li Yuan style, which was launched around the world by Madam President. The worry is that the clothing market in China is still the main theme of the market, and the brand bankruptcy has also been heard. Although the Tmall double eleven war has hit another 35 billion sales miracle, the clothing brand seems to have won a glimmer of scenery, but it seems that it is not happy. This article hopes to help practitioners grasp the thread of the future of the clothing industry.

Operation mode scanning

Before looking forward to the operation mode, it is necessary to talk about the current situation of the fashion industry's operation mode.

1, the domestic clothing market has so far been the mainstream mode of wholesale circulation with agent system as the core. The most popular way of saying this is to raise a son for a factory.

2, the agent system has actually existed in name only. The agency contract has no substantive constraint on the agent, and the agent has never put any contract terms in his eyes.

3, let Agent The first batch of 30% paid for orders has become a memory, and the order system has been declared dead. Now, many manufacturers have completed the first sale.

4, the current agency system has evolved into a buying and selling system. Many manufacturers have already handed in the money in one hand, but not on credit. Under such operation, the agent's maintenance of the regional market is greatly discounted, and some even do not maintain the market at all. It simply takes the goods back to the exhibition hall, has customers to take it, and does not have customers to take it back.

5, in the current situation, apart from taking the goods back, the brand growth in the region, such as performance growth, image building, publicity and promotion, network layout and so on, is almost blank. That is to say, the operation has been greatly regressed.

6, many brands still have such a mode of operation, because there is no second way to go, especially in the impact of the electricity supplier, many brands are actually lingering and unsustainable.

　　 Looking forward to the 2014 mode of operation:

1, the game, internal friction and breakup among companies will be concentrated in 2014. Because the brand has no channel control capability, with the breakup of manufacturers, large areas will continue to be closed.

2, manufacturers will unilaterally bear the pressure of stocking stock for the market, so the manufacturers' capital chain will be tight or even broken, especially for small and medium-sized brands. It can be predicted that in 2014, many small and medium-sized brands will face bankruptcy because of the capital chain.

3, agents do not want to give their sons to their manufacturers, because the trend to develop their own brands is to accelerate their growth, and integrate the terminal of the regional market to form a chain; this further cuts the market share of existing brands and aggravates market competition.

4, many single store franchisees, although manufacturers have strong control power, but in the impact of electricity suppliers, profits decline, franchisee transformation will accelerate.

5, abandon agency mode, brand direct will accelerate (electric business is a mode of direct battalion).

6 and 2014 are still the year when the clothing industry has gone from the wholesale circulation of agency system to the retail operation. Therefore, all kinds of contradictions between manufacturers will burst out. Many small and medium-sized brands without strength can suffer from the market shock crisis because of the withdrawal of agents.

　 Two, channel layout scanning

1, for a brand now, online and offline are already an integral part of the channel layout strategy.

2, many traditional brands have a misunderstanding about the electricity supplier, that is, the electricity supplier is a business mode of the brand. In fact, the electricity supplier is only a channel of brand, and is a channel selection problem under the brand development strategy.

3, the reason for the rise of electricity providers is the development of Internet technology, which stems from the development of consumer culture.

4, advocating a solid store as stable as a mountain, electricity providers are not worried about the people, not ulterior motives or brain damage; similarly, advocating the electricity supplier is king, the entity must die.

5, street shops, shops without experience, products with no characteristics and no price advantages will be closed, but the stores, shopping centers and complex shops will still develop.

6, although in the long run, a brand must be integrated in the online and offline channels, but in 2014 many brands will still be entangled in how to choose between the two.

7, on the whole, in 2014, the electricity supplier was still very aggressive, and the physical store was shrinking step by step.

The 8 and three or four line market is a bright spot. With the advancement of urbanization, the three or four line cities with vast rural areas as the hinterland will break out beyond imagination.

9, online, whether Tmall or Taobao is no longer suitable for small sellers, small brands survive, Taobao Tmall has become a big brand stage. The survival of small and medium-sized brands in Taobao Tmall will be even more difficult.

10, many brands will complete the online and offline price and product segmentation, especially with Tmall stores. That is to say, the same price and goods will be synchronized between Tmall shop and a special counter on the line. From the double eleven this year, this trend is obvious.

11, as a whole, the online market will usher in a trend in 2014. The shortage of talents in the operation of e-commerce is hard to find.

12, the entry threshold of the electricity supplier has been greatly improved, just like that when we were seeking to enter a department store in the same year. Now, many brands want to enter Tmall, which is also very difficult.

13, mobile electricity providers and social electricity providers will have a major breakthrough.

14, now the very popular O2O is only a brand operation mode choice. It will be a useful supplement to the entity and the electricity supplier. It will even replace it. In 2014, the clothing brand will accelerate the operation of O2O, and will also have the brand success.

　　 Supplement:

Starting from 15 and 2014, it will be a trend to increase convenience services in clothing stores.

　 Three. Marketing Operational scanning

Let's start with a brief introduction to the status quo.

1, the wholesale mode centered on agent system mainly revolves around the few agents such as agents, franchisees or general merchandise merchants, namely the niche market; in essence, the direct business or the electricity supplier is directly facing the consumer, that is, the mass market; the niche market sells with a warm face, and the niche market is surrounded by several core customers of the agent's boss; and the mass market is dealing with consumers directly and dealing with consumers.

2, the current clothing market is in the transition period from mass market to mass market.

3, when the agency system has been abandoned in the actual operation, many brands lack the marketing operation mentality and the team's ills are mercilessly revealed.

4, now manufacturers have actually become "full-time babysitters", agents are purely commodity logistics transfer stations.

5, the reason why many brand marketing is in deep trouble is that these brands still operate the mass market with the method of running small market.

6, because many brands have no core competitiveness or lack of intrinsic driving force, the so-called marketing of these brands is the three axes in the era of niche.

A, human sea tactics: cut the leek to look for customers in the whole country; kill a batch and find another batch.

B, two sessions (investment promotion, training meeting): find all kinds of masters to brainwash customers; the two sessions become the core competitiveness of the brand; therefore, the greater the brand, the stronger the core competitiveness of the brand; the liveliness of the two sessions will become a barometer of brand development. But it can be said that any brand that relies on the operation of the two sessions precisely shows its lack of core competitiveness and the lack of its operation capability.

C, three collage (policy, distribution, and interaction): the policy is not only focused on the discount, but also on various incentives from manufacturers, such as ordering gold, silver or jewelry or cars; {page_break}

2014 marketing operation scanning

1, think in micro-blog, WeChat registered an account is micro marketing such things still exist.

2, in the second half of 2013, the tide of WeChat's public platform construction began to cool down.

3, in the operation of the market is still like cutting leek like looking for agents, franchisees, for the brand's inventory solution;

4, in the promotion and promotion, many brands will still be keen to publish the history of local entrepreneurs in the small magazines of the industry.

5, the customer training will still adopt the master training method to fight chicken blood; PS: in the face of several agents, they can be locked in a small black room for brainwashing, but in the face of consumers who do not know where they are, how do they brainwash?

6, 2014 may be a watershed of brand marketing, persistently indulge in the illusory and prosperous brand made by oneself, they will still turn a deaf ear to what is happening outside the world, only in their own world, Laozi is king; and those brands that have keen insight on the market may take off and embrace the Internet and mobile Internet actively.

7, WeChat and micro-blog will gradually calm down after the noisy bustle, but may play a greater role. Especially for micro-blog, some people think that micro-blog is not working. It can be said that in 2014, micro-blog is still irreplaceable.

8, the domestic consumer environment and consumer habits have changed. Therefore, the operation of brand marketing must change, but many brand teams or operators do not have brand marketing standards in the new environment. That is to say, many brands will have a headache for the lack of excellent marketers.

9, many brands and local tyrants have a special interest in the operation of small businesses. The new media marketing (Social Marketing) brought about by the Internet or mobile Internet may still be ignored.

10, if the traditional clothing brand marketing mode is still the 1 edition, then the mass market brand marketing is the 2 edition.

11, that is to say, the short Marketing Board of clothing brand will not change in 2014, and in the new environment, the harm brought by this short board will be magnified. Only for the marketing sector, 2014 will also be a watershed for brand development: either sink down or go to new life.

　　 Comprehensive supplement:

Fashion brand internet transformation and upgrading ideas: 1, "fast digestion" layout of mobile terminals, brand need to cross the border marketing and social networking; 2, product quality, story telling, heavy cognition, using the combination of soft and hard method to do ecology; 3, new channel change, online seek business breakthrough, offline experience and sales O2O fusion transformation.

　 Four. Classified scan

1, men's clothing

A, 2013 men's wear day is already bad, then 2014 this kind of bitter life has to continue.

B, especially those traditional menswear brands with high CCTV style, will be even more sad in the following days. These brands rely on CCTV slogans to shout out a market more than ten years ago. After more than ten years, they are still chanting slogans at CCTV, but no one has listened to them now, so their desolation is affirmative.

C, the traditional brand will increase the pace of the electricity supplier in 2014, because this year's double eleven people have seen, in the entity channel atrophy, the electricity supplier is one of their most important sewers.

A notable feature of D and 2014 is that the physical channels of these traditional brands will also turn to be the clean-up of stock drains, because it is not important to pretend to be less than to live.

E, from the 2013 situation, the whole men's clothing industry did not have a deep understanding of its own crisis. Maybe these brands themselves are too bloated and clumsy. It is too difficult to complete the light turn. The bloated and clumsy is that these brands carry too much inventory, so handling inventory in 2014 is the mainstream of the whole industry.

F, when 80 or 90 years later, after ignoring the men's clothing brands that have been calling slogans in CCTV for more than ten years, the men's clothing brands that meet their tonality may emerge as the times require. These brands will emphasize individuality more and conform to the aesthetic ideas of the post-80s generation.

G, in addition, men's clothing will not appear as a sports brand like a large area of closing shop? 2014 is very possible.

2, women's clothing

The biggest news of A and women's clothing industry in the past years is the exception brand in 2013, as well as ONLY, VERO MODA and Jin Yuan. Clothes & Accessories The concept of WeChat marketing and O2O seems to be silent.

B, women's clothing industry has been mixed and not big, many and not strong; many brand operators immersed in the small market operation mode can not extricate themselves; they and the Internet and all the emerging things generated by the Internet insulation;

C, 2014 is the number of small and medium-sized brands will not withstand pressure.

D, in terms of electricity providers, the traditional women's clothing brand is far from being effective. In 2014, it should be intensified. Then the electricity market in 2014 will be very lively.

E, in terms of entity channel operation, is still pursuing the set of small market operation, or is struggling to find agents and franchisees.

F, there will be more personalized and bright women's clothing brand; after all these years, we have been tired of those European and American Shanzhai products.

3, underwear

A, in the whole garment industry, the underwear industry is probably the most Unfavoured in 2014, because the underwear industry is an industry that has been thoroughly disrupting by the electricity supplier. Bra, underwear, thermal underwear and basic underwear are no exception.

B, from the data of double eleven this year, buying underwear on the Internet has become a habit of consumers. That is to say, the old habit of buying underwear in a physical store has been completely changed by online shopping, and buying underwear on the Internet has become a habit of life, which is very terrible. Therefore, the underwear channel in 2014 will be very difficult.

C, in terms of e-commerce, many brands will be forced into the operation of the electricity supplier, because this is one of the ways of self salvation.

D, underwear all series of whole category is a trend, and the operation of fast fashion is a strategic choice. In the entity channel, the best brand to practice this conception is the urban beauty, followed by the cat person. So, in 2014, can this pattern still hold? Once again, make a judgement: the trend is right, but it will be very dangerous if there is no adjustment in the layout of the channel.

E, underwear industry will form a large brand monopoly group, in fact, the electricity supplier has this trend; in terms of underwear business, the sales in front of the brand may be dozens of times behind the brand added, that is to say, in addition to the brand within TOP50, sales of other brands can almost be ignored; in 2014, small brands will be more difficult in the electricity supplier.

F, in terms of entity operation, on the one hand is dominated by means of niche. Secondly, this means is increasingly challenged.

H, underwear industry, the most distinctive feature of the physical channel is the comprehensive underwear store, which is subject to the pressure of shopping experience and rent. In 2014, this mode will be challenged and even closed.

4. Sports

The biggest attraction of 2014 is whether the sports industry will really recover.

5, casual wear

A and the United States have attracted everyone's attention, so the problems of other brands are ignored as those brands live in the shadow of the United States. But in 2014, these problems will be placed in the media, and the title will be used: XX leisure brand will lead to capital chain breakage due to inventory.

B, casual wear similar underwear industry, the price is breakdown by electric business, plus serious homogenization, in 2014, in the entity channel and the electricity supplier aspect is very difficult;

C and tide cards will be a bright spot and deserve attention in 2014.

6, baby Children's wear

A, the state's policy of releasing a second child has already made the whole baby industry full of expectation.

B and children's wear in 2014 are promising.