Great Changes In Garment Industry, Mobile Internet, New Retail Brand

Like other creatures, man looks forward to the dawn in the dark and looks for flames in the cave. The star shimmering is seemingly ordinary but irresistible. Today is a truly "multi screen era" of the Internet. We are surrounded and attracted by screens of different sizes and shapes. We keep silent, but our fingertips are woven into the sea, making mobile phones and watches, computers and tablet computers, TV and TV walls forming a more beautiful Galaxy than the neon of the night market. This phenomenon has occurred before all analysts have noticed, and even before we can accept it, it becomes difficult to extricate ourselves. The British drama "black mirror" focuses on a more thorough "future world" with screen. It can be seen that such a world is coming at the speed of transcending perception and imagination.

Naturally, if the chase screen is the primary manifestation of biotaxis, we can not avoid sacrificing sacrifice as a moth. The creative laboratory center of Ziyang partners, a famous brand design company in China, has recently been working on sports including XTEP, Lining and Anta. clothing After a lot of research on the brand market, a conclusion has been reached: young people are moving away from their favorite sports when they are bathing the Internet with intellectual brilliance and enjoying the convenience and sensory impact of the multi screen era, and the spirit of sportsmanship has been stripped from the daily life of urban men and women. Sports brands at home and abroad are also suffering from greater losses. Some brands are using their own ways and influence to promote the return of sports spirit, and some brands simply choose others. Clothes & Accessories Domain transformation. "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.

Of course, the declining trend of sportswear brand 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 electric providers, and begin to pay attention to casual clothes like different countries 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.

Therefore, it is very important to observe the brand strategy with the eyes of the mobile Internet and examine the design and planning of the consumer experience context. 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. {page_break}

The first is to integrate into the community mobile Internet. In Ziyang partners' planning for the brand strategy and consumer experience situation of sportswear enterprises, the most basic way is to set up a new consumption mode centered on the community experience shop. This mode is commonly seen 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. Compared to the electricity shopping without staying at home, the way of community experience shop + Mobile Internet enables consumers to have more intuitive, more reassuring and more diversified 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. 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. shoes Zero distance, you can touch, try and buy directly. In a real and virtual scene, a wonderful consumption experience has been completed.

"The reconstruction of the whole brand consumption situation includes the change of sales mode, the coordination of multi screen and multi terminal design 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 transformation or expansion of a single sales mode will inevitably lead to a misunderstanding of the "electricity supplier can replace the physical store". In fact, judging from the rational judgement, the parallel interaction between the electricity supplier and the entity store will last for a long time. Any sales way on the Internet can not completely replace the existence of the entity store. Similarly, if the retail industry is forced to renew its brand concept for a number of years, stack up some Internet design elements to refurbish the physical store appearance, but deviate from the fundamental adjustment of the brand strategy and the consumer experience situation, ignore the basic attributes of expanding the entity's mobile Internet, or separate from the continuous online sales mode, then the consequences of its failure to obtain a sustainable brand return are predictable.

In the past 2013, the number of China Mobile's Internet users reached 820 million, and China's general public accelerated to adapt to this 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.