Countermeasures For Traditional Clothing Brands Under The Tide Of Internet

Just like the beautiful world of Shenzhen Clothes & Accessories Li Kexun, chairman of the limited company, said that the "wave" tradition of Internet has been surging. clothing The brand must not be ignored, but must be invested early. "Almost all entrepreneurs have realized that the integration of enterprise operation and management into Internet thinking is the general trend. In the future, the O2O mode that combines online and offline will become the" standard "of enterprises. When they begin to actively lead the layout of enterprises, the layout of O2O will bring new impetus to the future development of the brand. However, although some enterprises are now small gains, but the overall look at the traditional clothing brand of these moves are currently in the exploration and trial stage, the effect remains to be tested by the market. What is interesting is that when the traditional clothing brands began to March online, the online brand, such as emann, began planning to open the store.

　　 Voice: launch O2O WeChat mall exploration mode innovation

In 2013, the company launched the O2O WeChat mall, which recommended the company's Micro signals through 400 stores nationwide. At present, there are tens of thousands of fans of the song's fans. They are all orientated and have been guests in the shop. Xia Guoxin, chairman of Shenzhen's Limited by Share Ltd, said: "this way of communication is very convenient, and the effect is very strong. "

2014 is the model year of innovation. Xia Guoxin believes that with the change of new technology and new consumption mode, we are now entering an era of emphasizing mode innovation. It is more important for an enterprise not only to concentrate on intensive cultivation, but also to consider the business mode of the enterprise itself. Therefore, we should study various business models of enterprises and set up a new management mode from the overall system and direction. For this reason, we have a new model innovation meeting every three months. Through these conferences, we can establish ways of implementation, such as what should be focused on innovation, such as product innovation, brand communication, market control, logistics and so on.

　 Pink wardrobe: the artistic experience of music and fashion

The pink wardrobe made some explorations last year, and established its own media. WeChat and micro-blog platform were also established simultaneously. About half a year later, more than ten thousand fans have attracted attention. At least half of the ten thousand fans are their customers.

Li Feiyue, general manager of Shenzhen blue wardrobe dress limited company, said that since the media was established, the communication between the brand and the customers has been strengthened. The content that the brand has to transmit is easy to reach the customers, and the customers can easily interact with the brand. This interaction can easily lead consumers into shops and participate in brand salon activities. This form has truly established the connection between fashion and consumers, "for the late brand promotion and marketing mode is revolutionary."

One of the things that the pink wardrobe is going to do in 2014 is the "life experience", which is mainly through a form of music to open up the consumer's understanding of life. "Consumers' understanding of music can be transformed into an understanding of fashion." this is a personal cognition formed by Li Feiyue after years of clothing. So he tried to recreate a "lifestyle" through the promotion of this type of music and fashion. "This kind of exploration is very exciting to us, and we can also find some shining points in the subsequent development of the brand. "

Li Feiyue said: "the new projects we are launching now are more about building a lifestyle and lifestyle. But if consumers do not understand, the project is of no value. If it is spread through social media, though it has a large spread, it has little relationship with us. And through the promotion of friends circle, through this natural fans integration, will quickly form a topic, this is the attitude of life. When we tell consumers about the connotation of brand, we will find that the effect of this communication is extensive and huge. This is the resonance between brand idea and consumer psychology. "

　 Hsing Ho: multi channel control of goods

In 2013, with the constant adjustment of Hsing Ho, e-commerce has made great progress. It has done fairly fast in the same position brand, and has achieved high performance. It enters the exhibition system, which is mainly made up of 50 percent off. And then enter Tmall, which is almost 60 percent off. Finally, enter vip.com again. Hsing ho constantly controls and distributs the corresponding products according to the year of the goods and the discount of sales. The market is very clear, which ensures the normal circulation of goods in various channels, and also ensures the proper price bands in various channels.

　　 Gloria: new push online high-end brand "small G"

Every year, Gloria travels to different parts of the world to travel around the world and collaborate with many international companies and international people. In 2013, Gloria talked about balance, and 2014 advocated health. In 2013, Gloria launched the brand new "small G", positioning more high-end and younger. In 2014, "small G" will become an independent brand, forming a complete chain of "online development and online sales".

Hu Qiming, chairman of Guangzhou Ge Feng Clothing Co., Ltd., said that "big G", that is, the big Gloria immediately came to 20th anniversary, which embodied more in the physical market, and at the same time, the company ushered in the new life of "small G". The introduction of "small G" to Gloria means the promotion of brand spirit. This promotion is more important than sales and profit margins. It will lead Gloria to one. brand The new stage of development.

　 Mar Cassini: building "intelligent retail mode"

Mar Cassini's position in 2013 was mainly to optimize existing channels, and set up a business intelligence team. Next, it will integrate the big E-business Department, "which will bring about great changes for the company in the next few years. "The future mode of maasini" is internally defined as the "intelligent retail mode", that is, consumers are not merely buying things in the consumption process, but in the process of experience and participation in the whole consumption behavior process. The company is now integrating the platform of marasini, preparing to transform the entire retail mode into the intelligent era, which includes social marketing, customization and interaction with consumers.

Ding Keng, executive director of mash Cassini, said how to seize the hearts of consumers and let consumers interact with brands. The only connection between brands and consumers is experience, and the good or bad experience is a kind of stickiness. The brand is sticky enough, the experience is high, the conversion rate is higher, the viscosity is poor, and the experience is weak. Stickiness determines whether or not consumers want to buy.

　 Yin man: life shop experience shop under the open line

Inman Women's wear Chairman Fang Jianhua revealed that Yin man's future plan is to make a life brand, and still expand around the slow life circle of cotton and hemp to expand the clothing category. 2015 plans to open life museum experience shop. Fang Jianhua said, "in the future, we still want to do well online, but we will certainly go to the bottom line. Of course, we will not walk the traditional path like the clothing companies under the current online, but pursue new business models and paths. And offline experience shop is not selling goods, the key is to let customers experience shopping scenes, online under the concept of cotton and linen life has a good experience and understanding.