Mei Bang And Other Clothing Brands Experience O2O To Build Soul Terminals.

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In the past two years, the clothing industry has been in constant trouble and has been bogged down in mire. Almost all garment enterprises are stuck in stock and can not extricate themselves from P.

From < a href= "http://sjfzxm.com/news/index_s.asp > > Lining < /a > to Mts. Bang Wei (hereinafter referred to as American bond), from first-line brand to three line brand, hundreds of millions of Yuan stock is left, so that almost all garment enterprises are overshadowed.

Whether it is sale, touch net or enter a href= "http://sjfzxm.com/news/index_s.asp" > OUTLET < /a > S, all means fail.

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< p > the rental of clothing industry is rising all the way.

Many stores sell more than 30% or even 40%, rents have not doubled in the past few years, but are directly added at the back. The clothing industry is "collectively blood pfusion" to commercial real estate.

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< p > when brand is no longer < a href= "http://sjfzxm.com/news/index_s.asp" > scarce brand < /a >, while brand experience and connotation are insufficient, in the past, the method of "channel expansion + imitation + publicity" as the core of the game failed rapidly, and garment enterprises showed high homogeneity from design, purchase, production to sales.

Under such circumstances, the innovation ability of the garment industry is very low, consumers are at a loss, and the brand loses the high premium capability.

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< p > under the pressure of inventory and < a href= "http://sjfzxm.com/news/index_s.asp" > rent < /a >, the price of diving is useless. The efforts of the terminal are futile and the effect is limited. What is the new way out for the garment industry? < /p >

< p > < strong > clothing terminal attaches importance to experience < /strong > /p >

< p > a leap in an industry is often brewing in crisis.

The actions of the parties since this year can be summarized as 3 attempts and breakthroughs.

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< p > < < a href= > http://sjfzxm.com/news/index_s.asp > > Mei Bang < /a >.

Recently, the United States proposed the concept of experiential shopping, aiming at upgrading and upgrading the local culture with "one city, one culture, one store, one story". At present, 6 shopping experience shops have been launched, and 100 shopping experiential shops will be launched in one year.

For example, in Xiamen, the United States built strong southern Fujian customs; in Chengdu world center, the United States built a deep courtyard Kuan Alley and Zhai Alley; in Hangzhou Yanqing store, the United States is the central waiting hall.

Its essence is to call the consumer's memory with the scene experience and cultural connotations, close to the consumer's mind, thus forming "cultural heterogeneity", and get rid of the homogenization of image, display and sales process.

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A group of enterprises represented by the United States and P began to seriously solve the problem of online and offline interaction.

Take the United States as an example, the construction of APP is based on the interaction between the entity store and the mobile state shopping mall. It realizes the integration of < a href= "http://sjfzxm.com/news/index_s.asp" > O2O < /a >: consumers can close the online pactions, realize the whole process of search shopping payment: they can find the nearest american apparel store at any time on the cell phone; in the entity store by sweeping the bar code function, they can place the order online and send the goods directly to the home.

At this level, it is no longer a simple store image pformation. The storefront's trading rules, clearing equipment and software need to be updated, which directly subverts the relationship between the operation rules of the whole enterprise and the relationship between commercial real estate and brand.

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< p > it can be seen that the old appearance of the garment industry is reflected in the following three points.

First, product connotation is different.

In the past, the focus of clothing enterprises is in these aspects: the coverage of channels, the level of store decoration and the unity of storefront are essentially the extension of the store as an industry.

In the current state, the connotation of brand is not only the unity of the storefront, but whether the core of the product can be expressed through the scene, and whether it can have a deeper interaction and experience.

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< p > Second, the value chain is different.

In the past, both online and offline were independent, without interfering with each other, and the supply chain and payment system were two sets.

Now we must solve the same system, which requires a new profit distribution system between brand dealers and channel providers, network sales platforms and commercial real estate.

This is the reconstruction of the commercial layout.

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< p > Third, different from consumers.

In the past, the relationship between consumers and brands was more about buying and selling relationships or some intimate care.

Moving forward, the brand should become the consumer's own story, not the brand's story.

The store of American Baron is looking for the local story: Hangzhou has the story of Hangzhou, and Xiamen has the story of Xiamen.

Only this kind of culture is remembered. The light and shadow of time will become a deep connection between consumers' hearts and brands.

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< p > < strong > create a soul terminal < /strong > /p >

< p > storefront stores should provide more colorful cultural scenes, more attractive scenes and various activities around the brand soul. These activities are interwoven into a story of experience.

There is a deep spiritual interaction between consumers and brands. There are stories that have to be told and things that have to be done. The store in the future is more of a mental place of sustenance, a social place, a place of remembrance, remembrance, and even aftertaste, rather than a simple trading place.

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< p > exception is in the mission place when it is built.

Since its opening, Fang Fang not only wants to be a static cultural display place, but also can provide all kinds of cultural activities dynamically and become an important cultural stronghold in Guangzhou.

When we wander around, we can enjoy the famous international art exhibitions, and can see the aesthetic fashion rooted in the artistic precipitation.

Instead of selling clothes, books and artworks, it is better to create an atmosphere that allows customers to buy a lifestyle, attracting people with common interests, drinking coffee, buying clothes and creative products while reading and chatting, and consuming a slow life.

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< p > this kind of dynamic understanding in static display reveals the brand recognition, product connotation and brand culture of consumers in the experience through a series of industrial extension and atmosphere.

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< p > < strong > cultivate new consumer relationship < /strong > /p >

< p > enhancing experience requires breaking the simple business relationship with consumers and establishing new connections.

Looking at the way that the brand develops customer loyalty, it only makes a member's integral management, gets the points through consumption, and changes the gifts through the integral at the end of the year. It turns into a cash consumption to reward the customers, or gets the membership level through the integral. Different level membership cards offer different discount discounts, which are reduced to discount cards and continue to compete with the competitors.

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< p > in the era of social media and mobile Internet, fans mode has gradually been derived, which is very different from traditional CRM and membership mode.

Because brands can't control fans for the first time, in fact, brands may be infinitely close to fans who can control strong relationships.

Through the "raising powder", the brand can finally catch the needs and lifestyle of the fans. Based on the theme of differentiation, the small theme dialogue of the sitting room type is established, and the word of mouth recommendation channel and personalized gift or experience are provided, and the activities of multi frequency and small batch are finally formed. Finally, the circle from interaction to community and subdivided group is finally formed, and finally to thematic living room activities, thereby fostering the trust relationship and loyalty of the fans.

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< p > clothing brand shops such as a href= "http://sjfzxm.com/news/index_s.asp" > Terminal < /a > resources will become a key link in the fan mode, and become the terminal point of fans sales service, information collection and management, and also become the connection point of fans experience center, powder silk community center and O2O, which is endowed with new connotations.

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< p > < strong > build software and hardware support system < /strong > < /p >

< p > the biggest difference between traditional retail and online retail is the natural digitalization of online retail.

It is difficult and uncontrollable to want to know the flow of people in physical stores and get the attributes of these users.

If a physical store can't dig out valuable data, it will not be able to start marketing around its target customers.

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< p > > a href= "http://sjfzxm.com/news/index_s.asp" > Yintai department store < /a > completed the WiFi coverage of the whole site at the end of the year, and tried to complete the offline data acquisition with < a href= "http://sjfzxm.com/news/index_s.asp" > WiFi wireless network < /a >.

The user enters the store and opens the WiFi. Once the communication ID is near the service range, the mobile terminal will receive the push message sent by the store, and the background system will identify, locate and interact again.

Just like the real name registration of the airport, the mobile phone number entered by the user will become an important entry for identification.

Through the number of mobile phone users online shopping attributes and offline connection, then use Internet thinking and technology to achieve personalized recommendation, Internet Financial delivery and logistics distribution, to achieve the digital process.

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Below P > online and offline integration is essentially the process of enhancing the interaction between online and offline traffic. The concept of "traffic" here includes four aspects: information flow of customers and commodities, capital flow and logistics.

The deeper the interaction of "flow", the greater the attraction to customers, but the difficulty of promotion is also gradually increasing.

At the same time, the closed loop of mobile shopping requires very high information system, logistics system and payment system, which requires continuous and large-scale investment. Before the final entry into force, enterprises may have to endure a long time of continuous profit loss or even loss.

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< p > whether traditional mobile phone delivers more valuable commodity information or creates new and interesting hot spots, traditional retailing is making efforts to pform and create a new era of shopping.

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