Direct Access To The "Full Channel" Era -- CHIC2014 All-Round Provision

In the 30 years of rapid development of China's retail industry, the retail mode has undergone several rounds of shuffling. First, department stores took the place of supply and marketing cooperatives. Then various stores (such as Carrefour, Suning, shoppingmall, and otter Les) rapidly emerged and became the mainstream form of retailing. In recent years, with the platform of Tmall, Taobao mall, Jingdong, shop No.1 as the representative, e-commerce has developed rapidly, which has made traditional sales channels feel the pressure. With the help of big data, cloud computing, Internet of things, and the third industrial revolution, which is connected by social media, mobile Internet terminals and wearable devices, a new retail revolution is exploding.

Every change, when reshaping the market structure, is also a re division of market wealth.

Nowadays, when an ordinary consumer is enjoying a great deal of goods, it is not difficult to find that shopping methods are becoming more diversified and are no longer constrained by time and space. Faced with the change of consumption pattern, the traditional retailers with forward-looking vision began to integrate all kinds of channel resources, to carry out seamless consumption experience for customers, and strive to keep the lead in the "full channel" retail era of "cement (physical store) + mouse (Network) + mobile phone (mobile terminal)".

It is precisely when we look at this era that China's international business has been carried out for 21 years. clothing Clothes & Accessories The Expo (CHIC) changed with the market. The CHIC2014, which will be held in Beijing on March 26th ~29, takes "Easy+Match=CHIC" as a new starting point, and configuring various channel resources in the process of brand development, and converging the most leading enterprise operation mode and market development strategy to provide a "full channel" solution for the brand.

　 Configuring e-commerce resources for brands

For China's clothing brand, full channel retailing is the strategic layout of business managers.

Through information technology, we will integrate Direct stores, agency stores, shopping malls, multi brand stores, wholesale markets and other visible stores, as well as catalog stores, shopping, websites, WeChat and other intangible stores, and further deepen the linkage among various channels, so as to enable full channel retail to be realized, so as to provide customers with a convenient, comprehensive shopping, entertainment and social experience.

In the framework of brand "all channels", the electricity supplier channel must be faced by all garment enterprises.

The crazy "double eleven" once again fell down the curtain, the whole day trading volume of 35 billion yuan, so that the Chinese clothing brand that adhered to the physical store felt the huge attraction of the electricity supplier mode. In the recent hot spots of e-commerce, O2O (Online To Offline) mode has become a favorite.

What is O2O? In short, online and offline integration. The brand pushes the messages and services from offline stores to the network users. Customers pay online and then go to the physical stores to experience and receive services, so that they can be transformed into entity store customers. O2O emphasizes the "experiential consumption in store". After Metersbonwe and UNIQLO brand took the lead in testing the water, this mode has also become a breakthrough for the brand to face the impact of online stores and reduce inventory.

In this regard, CHIC2014 fully introduced e-commerce resources, through the excellent domestic e-commerce platform and brand docking, not only can promote the intention to expand the offline channel of the electricity supplier brand, more offline brand access to "TouchNet" experience provides a window.

In addition, through a number of small business forum around the electricity supplier, buyer, O2O business model, channel cooperation and other small forum, to solve the dilemma and thinking for the audience. It is worth mentioning that the CHIC organizers will open an e-commerce Forum on the spot, focusing on topics such as "how traditional enterprises do real O2O", "the road of O2O transformation of garment enterprises in the big retail era", "the classic case analysis of clothing business operators - declassified double eleven big promotion behind 1 hours" and other topics, and invite Tmall, WeChat and the audience to share vivid cases.

Looking at the operation of physical retailers in e-commerce in recent years, the "all channel" layout of offline commerce and Internet will become the trend of retail development. Under the premise of the gradual promotion of smart terminals and 4G mobile networks, the brand of "full channel" retail mode will have more opportunities to stand out.

{page_break}

　 Finding suitable channels

E-commerce is only a part of the "all channel" retail mode. The experience that the entity store brings to customers is unable to satisfy the electricity supplier. Therefore, while paying attention to the electricity supplier mode, the invitation to traditional channels is also the top priority of CHIC2014.

Over the past more than 20 years, the exhibition has collected 300 thousand effective professional audience data. CHIC2014 has divided professional audiences with different business needs, and has worked with a number of authoritative organizations to push the brand's business needs in advance. For example, in order to explore the innovation of the cooperation mode between brand and channel, CHIC has held a number of "business and brand docking sessions". At that time, China Business Federation and China Department Store Association will bring shopping resources. The China commercial real estate alliance has invited many SHOPPING MALL participants. Spin The circulation Committee of the Federation of industry associations will organize a professional market audience. At the same time, through organizing high-quality brands, CHIC has gone to new business formats such as COFCO Joy City and Beijing fragrant grassland shopping center, and has opened up business routes for brands and distributors who are interested in expanding channels.

Diversified business formats are concentrated in the exhibition, including the modern business model of OLE brand discount. During the exhibition, guests, such as Wan Wenying, honorary president of the China Business Federation and Florence outlets, and Bao Yifang, chairman of the RDM company of the former Florence town operator, will share with the audience the brilliant points at the CHIC2014 outlets. It is understood that on the day of the forum, 10 ole shopping centers will also carry out on-site brand investment.

The presence of traditional channel providers will provide a strong channel for brand development for CHIC2014. However, in the face of China's clothing market dominated by retailers and consumers, the traditional channel's profit model and profitability have been severely tested. As a result, the new retail mode is being concerned. CHIC2014 will join many fashion agencies such as Hongkong fashion buyer's Institute (IFB), and more than 300 buyers from France, Hongkong and Mainland China, and China and Europe. Designer The "three round round table" is held to explore the trend of the trend, the change of consumer demand and the cooperation development between the brand and the buyer.

As a new business form in recent years, the multi brand collection shop has attracted more and more attention to the young people with individuality. In February 2014, the CHIC organizers organized several fashion trend cards to Hongkong in the form of multi brand collection shops, promoting local brands to overseas markets, and also providing opportunities for more international resources. After that, the CHIC multi brand store will be unveiled in the CHIC2014 casual wear exhibition area.

{page_break}

　 Accurate docking can be close to the market.

The accumulation of resources needed for brand development, such as logistics, venture capital, finance, supply chain, especially commercial channel resources, and the precise docking of business needs between exhibitors and professional audiences have become the most essential pursuit of CHIC2014.

Taking "CHIC SHOWS" as an example, the "high-end commercial docking show", which was carefully planned by China research international and other agencies, put the brand and professional audience in the first place. According to the organizer's plan, 100 front-line store leaders, 100 strength agents and 100 garment brands will be invited to the scene. Adopt the way of corporate speech and fashion show to push the brand channel demand to more than 200 dealers, agents, buyers, retailers and other professional spectators at the scene, so as to give full play to the interaction on the spot, and perfect the combination of brand T stage show and commerce.

During the exhibition, all kinds of on-site activities based on "Match" as a foothold will help the audience to link business resources accurately. In the fast-paced way of life, how can we make the professional spectators, the high-quality agents, distributors and retailers group more easily see the exhibition, so that they can find business opportunities more efficiently in the exhibition hall of 100 thousand square meters? This is what the organizers are thinking about, and also the embodiment of the new value of CHIC2014 -- "Easy". For this reason, a series of planning such as CHIC's mobile terminal, network business appointment, and VIP channel's exclusive exhibition service will play a positive role in improving the efficiency of professional audience.

Moreover, with the improvement of people's living standard, clothing demand is becoming more diversified. On the basis of men's wear, women's wear, leisure and other exhibition areas, CHIC2014 subdivides the category by lifestyle and sets up advanced customization. Fashion dress For example, light luxury, fast fashion, children's life hall, etc., provide a good experience for the 100 thousand professional audience.

It can be predicted that the new retail transformation is taking shape before China's textile and garment industry achieves the goal of "great power" in 2020. And is the Chinese clothing brand ready to face the personalized consumers in all channels and all weather?

At the moment, how to fully acquire the resources needed for brand development and optimize its own "all channel" layout is a proposition that brand operators think.