The Impact Of Mobile Internet On Retail Brand From Sportswear Industry

< p > natural objects. If chasing screens are the original manifestation of biotaxis, we must inevitably sacrifice the same as the fireflies.

The creative experiment center of the domestic famous brand design company Ziyang company "+ laboratory" has recently concluded a conclusion after a lot of research on the sports clothing brand market including XTEP, Lining, Anta and so on. The contemporary young people are getting away from their favorite sports when bathing "a href=" http://www.91se91.com/news/ index_c.asp "> the Internet < /a > > the convenience and sensory impact of the multi screen age, and the sportswear begins to peel off the daily life of urban men and women.

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Less than P, sports brands at home and abroad are gradually suffering more losses. Some of them are using their own way and influence to advocate the return of sports spirit, and some brands simply choose to pform into other clothing areas.

"This will not change anything. Young people will continue to follow the already mobile Internet era, forming a brand new but deep-rooted way of life. They will not be changed by the guidance of an enterprise brand or even a certain industry.

We always believe that building a demand priority platform that integrates consumer lifestyles is the root of brand growth. "

Mr. Wang Ziyang, founder of Ziyang partners, explains this.

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< p > of course, a href= "http://www.91se91.com/news/index_c.asp" > sportswear brand < /a > the trend of declining sales and the reason why young people no longer choose sports brands are not only the impact of mobile Internet multi screen life on sports habits, but also the rise of "fast fashion" clothing brands such as ZARA and UNIQLO, thus differentiating the composition of youth clothing consumption, and young consumers are more rational in choosing clothes, and are more accustomed to comparing with the electricity suppliers, and begin to pay attention to casual clothes such as different occasions in western countries.

But Ziyang partners' + lab members' repeated horizontal comparisons of these research findings show that young people's dependence on screens is still the main reason for the birth of mobile Internet.

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Therefore, it is very important to take a look at the brand strategy in the eyes of mobile Internet and examine the design and planning of the consumer experience context. P

This very forward-looking thinking of Ziyang partners is also in line with the experimental direction of XTEP, Lining, Adidas and other brands. Every practitioner of Ziyang partners and sportswear industry knows that this is a change that complies with the times. This change is no longer dominated by clothing production technology, and no longer belongs to the industry. Its complicated process is more than two words: integration.

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The first is to integrate into the community mobile Internet. In the planning of the brand strategy and the consumer experience situation of sportswear enterprises, the most basic way is to establish a new consumption mode centered on the community experience shop. This mode is common in the international advanced technology consumer goods industry. Consumers can first experience and select the brand's sportswear products near the community, feel the brand's sports culture, and then complete the online ordering without time and place. P

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Less than P, compared to the electricity shopping without staying at home, the way of community experience shop + Mobile Internet provides consumers with more intuitive, more assured and more diverse choices.

This is what Ziyang partners have proposed in the mobile Internet environment to create the concept of a new consumption situation.

Secondly, in order to make consumers more easily integrated into this consumption situation and feel the influence of brand culture, Ziyang partners' space design team fully combines the design idea of simple and smooth flat design in Internet software UI, "shallow menu, direct entry" design idea, creates a new generation of experiential store image of the sports clothing brand, preset the Trinity window of display screen, advertising screen and touch screen, and introduces the virtual fitting mirror area module, and the multi screen information flow is reflected with the bright colors and colorful products.

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< p > let the young consumers in the shop feel closer to the familiar and approachable online interaction experience as a whole, but in fact they are not buying online, and they can touch, try and buy directly with these shoes and shoes.

In a real and virtual scene, a wonderful consumption experience has been completed.

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< p > "the reconstruction of the whole brand consumption situation includes the change of sales mode, the design coordination of multi screen and multi terminal of the entity store and the Internet.

The ultimate goal is to integrate a sportswear brand into consumers, integrate into the era of consumers, and enable consumers to accept and identify sports apparel brands as quickly as they receive mobile Internet applications. The deeper meaning is to help consumers interpret the harmonious symbiosis of science, fashion and sports.

Mr. Wang Ziyang, the founder of Ziyang partners design company, understands that he thinks that the clothing industry like XTEP and Lining, and even the entire retail industry, can feel and will face the necessary changes. Mobile Internet is not a gimmick but a truly huge era background. It is changing the consumer habits and consumption needs of the retail industry. If we can not grasp this trend in a comprehensive and timely manner, it is inevitable that the pformation or expansion of a single sales mode will inevitably lead to a misunderstanding of the "electricity supplier can replace the physical store".

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< p > in fact, judging from the rational judgment, the parallel interaction between the electricity supplier and the entity store will last for a long time. Any sales way appearing on the Internet can not completely replace the existence of the entity store.

Similarly, if a href= "http://www.91se91.com/news/index_c.asp" > retail industry < /a > enterprises are forced to renew their brand concepts for a number of years, stack up some Internet design elements in the physical store appearance renovation, but deviate from the fundamental adjustment of brand strategy and consumer experience situation, ignore the basic attributes of expanding the entity store's mobile Internet, or separate from the evolving online sales mode, then the consequences of its failure to obtain sustainable brand returns are predictable.

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< p > in the past 2013, the number of China Mobile Internet users reached 820 million, and China's general public accelerated to adapt to this rapidly changing era.

The unique identity, instant online and highly interactive features of mobile Internet applications make it more and more closely related to the retail service industry.

People like the quick and substantial benefits of online shopping, but they can not get away from the offline consumer experience.

Therefore, the garment industry is just a microcosm of change. More retail brand manufacturers are working to create such a business mode: to enable consumers to maintain a high degree of harmony between the price system and product services that consumers experience online or offline.

In accordance with the rules and innovative ideas of mobile Internet, creating a new retail consumption situation is one of the important links to achieve this business model.

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