New Trends In The Industry From The Perspective Of CHIC'S New Service Concept

< p > New Year's day, according to the responsible person of the organizer, CHIC2014 tease out a new concept of service -- EASY+MATCH=CHIC.

Over the past 20 years, CHIC, a "weathervane", has always been a mirror of the industry.

The new concept even reflects the new trend of China's "a href=" http://www.91se91.com/ "target=" _blank "clothing" /a "industry in recent years about supply chain resource integration, terminal channel co operation and brand business mode development.

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< p > < strong > full resources < /strong > /p >

< p > < strong > from a single pair to receive the integration of multi-dimensional resources < /strong > /p >

< p > < strong > key words: digital marketing, logistics, supply chain, promotion < /strong > < /p >

< p > now, the era of debris has arrived.

Fragmentation of information, information spread by WeChat, micro-blog and QQ is becoming more and more fragmented. The industry is more fragmented. It seems to be global integration. In fact, it is constantly fragmented and refined. Fragmentation of resources, many enterprises' resources are fragmented, and trying to revitalize and create value of debris resources requires not only very strong planning ability, but also huge cost of finishing.

If there is a full resource platform for precise docking, the planning and development of the brand will undoubtedly be a shortcut.

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Why can p, the French high-end outdoor brand CIMALP, which has just been introduced into the Chinese market by Ya Li, why can it be a blockbuster and rush into the first tier shopping malls of the first tier cities? Why did Bosten Menswear, which started only a few years ago, can enter the British GREENWOODS (Green Woods) chain store in the form of its own brand independent store, and thus open up a grand plan for the United Kingdom? < /p >

< p > apart from the international perspective of brand operators, it is more important to revitalize and reinvigorate resources.

It was in CHIC that these brands had their first close contact with partners.

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< p > as early as 2004, when Boston's men's clothes started appearing at CHIC, it was a coincidence that Gao Xiaodong, who was the head of the company, met John Hansen, President of GREENWOODS, a famous British chain store.

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< p > second years, Bosideng menswear entered the GREENWOODS chain store in the form of independent brand independent store, and formally began to fight for the United Kingdom.

With the strong marketing network of the other side, Bosideng men's clothing quickly won the favor of British consumers with exquisite design and appropriate price. Sales doubled and sales exceeded 200 thousand.

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Less than P, Bosteng has taken the British menswear brand GREENWOODS for 40 million yuan, and plans to push Bosideng brand into the British market.

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Last year, after the Shandong Ya Ya clothing group took the permanent use right of the French outdoor brand CIMALP in China, Yuan Wen and CHIC2013 took the brand as the first important starting point of the brand. P

Without fail, CIMALP is a blockbuster, attracting much attention from news media and industry.

It is reported that CIMALP will soon layout Yansha, Wanda, Ginza and other shopping malls.

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< p > although the way of brand development can not be applied mechanically, the layout of the channel is varied. But for those who want to learn from Bosteng men's clothing and CIMALP growth path, it is no doubt that they have effectively used CHIC such a global resource platform.

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< p > it can be said that after 21 generations of inheritance and development, CHIC has developed into an influential platform for the global apparel brands to share and allocate their related resources.

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< p > no matter international brand, domestic brand, mature brand or growth brand, CHIC is like the Rubik's cube that brings together the peripheral "full resources" of benchmarking enterprises, digital marketing, logistics, venture capital, finance, supply chain, promotion and other brand growth, which provides a broad premise for the brand's advance.

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< p > according to the organizers, CHIC2014 will multidimensionalize various resources to meet the personalized and diversified needs of brand development.

As an international resource platform, the exhibition will focus on the diversification of the current terminal formats, and expand the resources of fashion trends, cutting-edge technology, and industrial chain support, so as to "cross link" all kinds of resources for brand development, and also provide a display window for new wealth stories.

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< p > < strong > full channel < /strong > /p >

< p > < strong > from looking for agents, entering shopping malls to developing the whole format < /strong > /p >

< p > < strong > key words: entity shop, shop, O2O, buyer, orlies, < /strong > /p >

< p > with the coexistence of various retail formats and the integration of water and milk, people can not distinguish each other.

According to the organizers, as an international resource platform, CHIC2014 will focus on the current diversification of terminal formats.

This paper brings together the channel topics and the channel puzzles that apparel enterprises are concerned about, and takes this as a topic to organize a series of short and concise salons and forums.

And this approach is derived from the current demand for garment brand channel development.

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< p > when a person orders on the official website of ZARA, he finds that the product is not suitable for himself, then returns to the ZARA store.

Is it really traditional retail or e-commerce? Perhaps, as Ma Yun, chairman of Alibaba group, said, there will be no more e-commerce in the future, all businesses must be electronic.

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< p > "in the PC era, pure line and pure line can be realized, but today in the mobile Internet era, the O2O mode should be a close interaction between online and offline.

The carriers that we used to live under the line have not been able to develop with high density expansion mode. Instead, we should adopt an experience life style to upgrade the stores and let the experience shop become the carrier of interaction between online and offline.

Zhou Chengjian, chairman of Shanghai Metersbonwe Limited by Share Ltd said.

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Under the influence of the concept of "comprehensive convergence line and offline operation", the United States has realized the integration of online shopping and offline experience through WeChat, Alipay and other mobile terminals. Since the second half of 2012, the United States has upgraded its stores, and has set up distinctive theme shops in several big cities.

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< p > at the same time, as a representative of men's clothing enterprises, YOUNGOR launched the electricity supplier again in April 2013, with the help of the third party to provide services for building and operating flagship stores, as well as internal training, integrated marketing, ERP and other services, laying goods on Tmall, Jingdong and other major e-commerce platforms, pushing YOUNGOR brand and its fashion GY brand.

This time, YOUNGOR's strategy is very clear: in the process of online and offline exploration and conflict, the integration and balance between them will eventually take place.

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< p > "many traditional enterprises have found the feeling on the electronic business platform."

Wan Jingang, general manager of camel, said in an interview that the conflict between the online and offline channels that had plagued traditional enterprises has not become a problem at all. "The electricity supplier is no longer a drain on the stock market, but a new engine for the enterprise."

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< p > after the traditional retail is reborn, we need to give it a new name -- full channel retailing.

This means that retailers will be able to interact with customers through various channels, including websites, physical stores, service terminals, direct mail and catalogues, call centers, social media, mobile devices, television, on-site services, etc.

These channels integrate and echo each other and become an omnibearing marketing force.

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"P", therefore, on the CHIC2014, the brand merchants can not only expand the traditional entity channels through the docking activities of the VIP merchants and the top 100 dealers, but also highly participate in the "game rules" of the "buyer day" and the otlis forum to experience the emerging business models.

In addition, the attention of the business operators, the participants will be expected to dialogue by Jingdong mall and other online retailers, to break the traditional brand how to open a profitable online shop, network channels and physical store relations and other topics.

In addition, the new concept of virtual fitting, O2O experience and so on will be "landing" on CHIC, bringing new inspiration to practitioners.

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< p > < strong > full mode < /strong > /p >

< p > < strong > from looking at products to finding mode < /strong > < /p >.

< p > < strong > key words: M2C mode, brand operator / channel double operation mode, C2M customization mode < /strong > /p >

Less than P, the CHIC show, the star's spokesperson's shining stars and hundreds of new products show people's eyeballs and stand out.

Now, the Chinese clothing brands seem to have settled down and begin to understand the truth of "vanity and perishable style".

The participants from CHIC also changed from "product" to "mode".

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< p > the mode of "celebrity endorsement + agency" was fashionable in the clothing industry. Later, the virtual management mode of light assets was developed. In recent years, the fast fashion mode has been swept away.

Now, < a href= "http://www.91se91.com/" target= "_blank" > designer /a, brand mode, M2C mode, brand operator / channel double operation mode, C2M customization mode, lifestyle experience mode? Chinese clothing entrepreneurs are still looking for new ways and directions to break through.

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< p > two years ago, a Cowboy brand named ERQ started from the platform of CHIC and entered the field of vision with M2C mode.

Although the brand belonging to the black peony group is only born for two or three years, its unique mode has made its debut on the CHIC stage a blockbuster of 80 million yuan.

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< p > M2C, that is, a business mode that the manufacturer (Manufacturer) directly provides products or services to consumers (Consumer) produced by themselves.

Unlike many of the "Light Companies" that are based on B2C, ERQ has excellent conditions from its own production line to designer resources all over the world.

ERQ complement each other with the flagship store and entity store. Through sharing the terminal promotion channels and after-sales service outlets, we can reach the activation terminal and reduce the circulation of commodities, so that products can arrive directly from consumers in ERQ's own factories.

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< p > in addition to the business mode of innovation, the optimization and upgrading of channels is also the top priority of traditional clothing brand pformation in recent years.

In the way of multi brand bundled shop, a comprehensive matching sale is formed in the retail store, which turns the channel from public resources to monopolized resources and squeezing competitors. This mode is a double operation mode for brand dealers / channels.

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"P > the BESTSELLER group is the most popular model of this mode. Its ONLY, VERO MODA, JACK&JONES, SELETED men and women wear several brands in the form of" group "to seize the best position of many second-class shopping malls in the country.

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In the recent years of CHIC, we can also see that Chinese local brands are starting to use this mode. < p >

For example, in 2012, YOUNGOR group chose its five brands of MAYOR&YOUNGOR, YOUNGOR CEO, GY, "hemp family" and Hart Schaffner Marx as its first collective appearance on CHIC, and became a landmark event in YOUNGOR's brand building journey.

In the same year, the women's clothing brands represented by Shu Lang and so on were reassembled for CHIC.

Shandong sulang clothing "a href=" http://www.91se91.com/ "target=" _blank "> dress < /a > Limited by Share Ltd carries its 8 brands such as Shu Lang, Mei Teng, famous works, drunken cool, Ke Lei Du Mu, GOGIRL, GOGIRLKIDS, wind into pine and so on.

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Since the entry of P into 2013, the "first lady" effect has been heated by insiders and insiders. It is believed that the customized market, especially the advanced custom market, is a potential blue ocean with many opportunities.

Guo Pei, a famous fashion designer, said that high-end customization has existed in China for more than 30 years. With its own experience of 17 years, the high-end custom garment industry has already established a certain foundation in China, and the future high-end customized garments will stand out.

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< p > according to the director of CHIC2014 organizer, following the men's wear advanced customization section of men's wear District in 2013, for the dress market with more business opportunities, the CHIC2014 women's wear area focuses on making the dress plate, and promotes the concept of "more formal dress" which can be routinely dressed and applied to occasions. This not only meets the needs of consumers for individuality, quality, and noble service, but also brings more high-quality dress brand, dress designer and dress culture to the stage, and also makes the dress no longer a special clothing demand of small consumers.

At the same time, internationally renowned brand design and exquisite workmanship display will also become the highlight of the exhibition area.

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