Can Clothing Brands Switch To Electricity Providers?

In 2013 clothing In the industry, the "electricity supplier" two characters still shone with a strange light. Traditional brands continue to touch the net, all kinds of e-commerce platform delicate game, Tmall "double 11" is a single day sales of 35 billion yuan success. Today, no one has ever questioned the value and significance of electricity providers for traditional brands, and the fear and rejection mood has gradually subsided. Instead, it is to accept and strive for it, or even regard it as an equally important sales channel with traditional chain stores.

The advantages are fading away, and traditional brands are being transferred to defend.

In 2012, the "double 11" was almost the world of Amoy brands, and the original brand of the unknown brand in the traditional field suddenly broke out, and became a dark horse in the industry. However, after a year, the traditional brand will win the online position and become the biggest winner of the "double 11".

In 2013, "double 11", most of the top three of the category were almost swept by traditional brands. Only 5 of the 18 brands in the "double 11" camp were Amoy brands. stay Clothes & Accessories In addition to women's wear, women's clothing is still a brand name for men's clothing, sports and leisure brands. shoes Categories, bags, accessories and so on are all traditional brands.

Compared with Amoy brand, the traditional brand has a more solid foundation: having brand influence, a complete supply chain system, a perfect after-sales service system, and a strong flow and hematopoietic capacity, these are the brands that can not be matched in a short time. Therefore, as long as we attach importance to the electricity supplier, the traditional brand is only a matter of time.

Amoy brands are also aware of the pressure and crisis, so some Amoy brands begin to "landing" and try to expand the offline channels. Therefore, the definition of Amoy brands and traditional brands should be blurred. For brand operators, online and offline will eventually merge into one.

Focus on experience, from B2C to O2O gorgeous transformation

If 2012 is the year when clothing brands use electricity suppliers to concentrate on inventory, then the decisive battle point of 2013 will undoubtedly be the user experience.

The United States is the early stage of the industry to try its own e-commerce platform apparel business, but the "state purchase" operation is not smooth, or even once stopped. In 2013, the United States picked up the electricity supplier and the state purchase network returned to the listed company. But this time, the slogan of the United States and the United States is: "comprehensive integration of online and offline business operations". The electronic business platform is no longer a tool used solely for market share, but a helper for sales and service under the auxiliary line.

The O2O model, which emphasizes "experiential consumption", is a great tool for clothing business in 2013. Compared with the traditional mode of "online consumption" of traditional electricity providers, O2O can promote mutually beneficial cooperation between online and offline businesses. Especially for those clothing brands that have hundreds of stores across the country, the O2O mode will undoubtedly play a key role.

In addition to the US bond, Giordano also announced strategic cooperation with Alipay in December. Shopping in Giordano store in Southern China requires only one smartphone to pay in 3 seconds. The Pathfinder also showed in the earnings report that the brand has introduced the offline business into the online by strengthening the management and innovation of the online business platform, and gradually promoted the O2O mode of "goods + services" to maintain its rapid growth. In addition, represented by UNIQLO and other international brands, the O2O case has been touted by the industry. It can be said that O2O was not a trend in 2013, but a situation.

　 Brand melee, electricity supplier will reshuffle

Along with the brand promotion of various brands, in the 2013 "double 11" preheating list, even the international brands such as Gucci, Armani, COACH and Calvin Klein came to "stir up". In addition to the original brand of the Amoy brand that had already been operated, a scuffle is inevitable under the new competition pattern. In this process, the brand will encounter the reshuffle of the market. Of course, the sooner the chances are, the easier it will be to win.

During the melee, some brands took the lead and began to show weakness. For example, this year's "double 11" JEANSWEST turnover is 55 million yuan, not only failed to achieve the expected 80 million yuan, or even lower than last year's 57 million yuan. JEANSWEST believes that the decrease in the number of visitors is the reason why the volume of turnover is not satisfactory, but the conversion rate is still increasing from the day's transaction.

No doubt, in 2014, clothing brands will further increase the electricity providers, but in the form of more yuan will be more cautious. The concept of O2O will be more widely applied to the actual operation. Online and offline integration will make the competition between brands more tragic. Some brands that survive in the cracks may face the fate of being eliminated. 2014 Clothing business Where we will go, we will wait and see.