Exploring The Consumption Connection In The Transition Period: Ruyi 2014 China Fashion Forum Opens In Beijing

Held in March each year China Fashion Forum Known as the "brainstorming" of China's clothing industry. On the 27-28 day of March, the nineteenth China Fashion Forum sponsored by Shandong Ruyi group for five consecutive years will be held in Beijing China hotel as scheduled to open a new round of ideological journey.

The forum is " Transformation The theme of "rebuilding consumption links" is to focus on the great changes in the retail market in the mobile Internet era, to explore the new challenges faced by the domestic traditional garment enterprises under the new situation and the new problems that need to be solved urgently. The new trend of consumption and the new rules of the retail market are also discussed, bringing the new thinking of Internet thinking and integration to the clothing retailing industry.

With the value appeal of linking consumption, it is presented in the main link of this China clothing forum. In order to deepen the depth and acuity of the industrial hinterland, the forum does not pursue the dignitary effect of the name clouds, but also presents a heavyweight thinking with a heavy weight platform identity in a scientific and meticulous content structure design.

2014 China Fashion Forum can gather world excellence. brand Experts and fashion experts emphasize the boundless communication and cooperation between China and the world. Diesel co founder Adriano Goldschmied, Vivienne Westwood, global operations director Giuseppe Aragoni, Graeme global Fidler, global design director of Bally, the global design director of the global design center, the future trend observer and strategic designer, the world class brand and marketing expert of the UK marketing strategy expert will play a leading role in thinking with the Chinese clothing brand entrepreneurs to share the brand practical wisdom, promote the integration of Chinese clothing brand and the whole business intelligence, and stimulate the emergence of new ideas.

The traditional culture and aesthetic value are the eternal concern of the Chinese costume forum. Zen master, musician, cultural commentator Lin Gufang, Taiwan architectural master, sociologist Xia Zhu nine, master of aesthetics, Chinese garden master Ye Fang, mint glutinous rice onion, Chinese designer shop investor, iLOOK magazine publisher Hong Huang and other aesthetic masters and creative people will come to the forum, bringing innovation into a large system of Chinese culture and returning to the origin of value.

At the same time, China's marketing, marketing, consulting and Internet experts, such as professor of lifelong marketing, Northwestern University, Professor Chen Yuxin, distinguished professor of global business lecture at New York University in Shanghai, Tian Suning, founder and vice president Li Wanqiang of China broadband capital industry fund, Wu Sheng, digital marketing expert Tang Xingtong, chief executive officer of the China electricity supplier Committee, Li Wanqiang, China's chief market officer, Trout partner of China, global director of McKinsey, global director, chairman of Beijing Fuji Fusion Technology Co., Ltd., founder of DCCI Internet data center, etc., are building up Chinese clothing brand growth mode and business mode, and providing leading value thinking for Chinese garment enterprises.

Re understanding of China's retail market

New consumer demand and expectations are constantly emerging. The market downturn is only a false impression. People's enthusiasm for consumption is far from being satisfied. This is evident from double eleven, balance treasure, WeChat red envelopes and so on. Consumption upgrading and social transformation breed too many blind spots and business opportunities.

Many traditional clothing retail brands have lagged behind and mismatched the demand for this new demand. "Offline distress, online hot" has become a prominent contradiction in the current clothing retail market. Behind this strong contrast between "online and offline", it shows the change of consumers' current consumption behavior: online consumption has become a habit, and offline consumption is not only for buying clothes, it has changed from pure consumption to interactive experience, including sharing entertainment, and other factors, which shows consumers' cognitive changes in online and offline retail habits.

How to deal with consumer scenario transformation and brand migration? How can retail stores adjust their attributes in a timely manner and enhance consumer adhesion? Intime shopping mall is working with Tmall, Wangfujing mall is joining hands with WeChat. The move of retail industry is a sign of change.

In the annual flight interview of China Fashion Forum, Mao Jihong, an exceptional brand founder in Guangzhou, said that the traditional retail industry is declining now, and that the flow of passengers in department stores and shopping centers is declining. The shopping center is divided into "cheese" of department stores, and the network also partitions the "cheese" of shopping centers, department stores and commercial streets. He said with emotion, "in this era, all kinds of business forms are constantly generated by mobile Internet, in fact, the real ports are grabbing the market." But this market segmentation is actually an improvement. He said: "the past market can be absorbed, but now it has become a subdivision. This is in itself a process of sound business development.

Not only the network has broken down the retail cake under the line, but also the complexity of the line itself has always existed. China has a vast territory, and its economic and demographic characteristics vary greatly. Consumers' economic, social, demographic changes and consumption habits all affect people's preferences for brands. The rise of the new consumption class in the three or four tier cities has made modern consumption not only stay in the crowd at the top of Pyramid.

Consumption upgrading and social transformation are pregnant with too many consumer blind spots and business opportunities. The urgent task for the garment industry is to re understand the Chinese market and rethink where our customers are and what their real needs are. How to integrate modern consumer habits with offline brands, and connect new channels with new technologies, so as to establish a real connection with consumers.

Apparel industry under the impact of Internet thinking

At the same time, we have come to an era of "Internet thinking". The successful marketing cases of millet, carved beef sirloin, Huang Taiji and roseonly have aroused people's great discussion on Internet thinking, focusing, extreme, word of mouth, fast... Slogans, such as slogans, are spreading, attacking and even subverting all industries. The popularity of the media, such as micro-blog and WeChat, has changed the way of information dissemination and publishing, and has entered the era of "all people to all". They connect in real time through the Internet, forming a huge force that can not be seen but can really feel.

Ye Shouzeng, general manager of Shanghai Zhi he Brand Management Co., Ltd., said: "the Internet has brought us an open space. It is open, even if it is a small company, as long as there are ideas, through the media, will be concerned about and spread." Xia Guoxin, chairman of Shenzhen's Limited by Share Ltd, also said: "enterprises must start thinking about all the problems of the enterprise with the Internet thinking. This kind of Internet thinking includes the way of management, marketing, maintenance and sales of the company.

Brand is no longer simply presupposed by enterprises. Consumers are more and more involved in the definition, formation, operation and marketing of brands, making decisions by users to create products they want. For example, millet launched the MIUI system, operated the user community, and then continuously improved the product experience based on user feedback, and finally launched the millet phone on the platform supported by fans.

Internet thinking is still the focus of attention in the apparel industry. Focusing on the clothing industry and making the costumes the ultimate need is not only the change of thinking in the Internet age, but also the deep excavation of professional technology and the presentation of aesthetics. As the technology and means of communication, connection and even the armed industry itself, Internet thinking is the only way for the brand to follow the trend, to lock the consumer community and transform the community's ability to connect to the community.

Big data and consumption connections in the era of mobile Internet

Big data technology gives us a glimmer of hope for solving future forecasting problems. The data from social networking sites are large and vivid, representing the real thoughts of specific netizens, reflecting what they want to do. How the brand attaches importance to the power of these data, makes the brand more close to consumers, deeply understands demand, and then creates consumer demand.

Therefore, the "consumer" is no longer a vague group, but a "holistic person" supported by massive and fragmented data.

The online women's clothing brand has been quite flexible for the application of big data, and Fang Jianhua, chairman of the women's clothing, said that the core of big data is based on the understanding of consumers. He analyzed that the traditional clothing enterprises had no way to control the details of the terminal consumers, and the membership information of the brands was hard to collect. However, under the Internet channel, we can control all the consumers' data and conduct effective analysis. We can do a good job of customer segmentation and push goods to customers' preferences.

As a result, small niche websites, which rely on fans' economic growth, are beginning to take the lead. A large number of websites that push articles based on individual groups have started to rise. Building brand communities means that users can be launched through brand stories, brand values, brand ideas or philosophies, so that users can become supporters and form a common concomitant with brands.

With the 4G's official business, the popularity of WiFi access, consumers increasingly rely on mobile phones, tablets and other mobile devices, and become normal at any time and anywhere. Consumers with mobile terminals no longer need to "go shopping". They are shopping everywhere, bringing new user habits and consumption patterns. In the face of fast-moving consumers, enterprises should also move quickly to keep pace with the progress of consumers.

How to perceive the meaning and direction of the transition period from the perspective of consumers, and present the good clothing that consumers love. In the flight interview of China Fashion Forum, many entrepreneurs have different feelings about the great market changes that they are going through. But they invariably talk about a thought-provoking question. That is, under the great changes, behind the series of flashy and noisy things, they should return to the essence of clothing and identify the brand's own values and brand culture.

It is under the above background that this China clothing forum focuses on and explores the transformation of fashion retail brand management thinking under the great change situation. With the curtain of "re understanding the Chinese market", it calls on Chinese traditional clothing enterprises to really return to the essence of clothing, return to the essence of the products, return to the essence of business, and transform the industrial transformation and upgrading into reality; use mobile Internet and big data to better improve the shopping experience of every customer and release the energy and emotion of every consumer. With unique technology, technology and materials, it presents the aesthetic value and life style that conforms to the future social development, and meets the new business civilization centered on the consumer.

In the "consumer and retail conference: new rules for retail industry", "new trend release conference: the most noteworthy consumption trend" and other units, the new trend of China's market classification and consumer behavior will be analyzed, and a series of deep issues such as how to enhance the attractiveness of consumers' attractiveness and the evolution of consumer lifestyles are discussed in depth.

In the "marketing transformation from the media era", "using Internet thinking to reshape traditional industries", "big data construction and application of enterprises" and other units, to explore the power of change brought by Internet thinking to traditional industries. At the same time, for the first time in the form of Aesthetics Conference, the forum's focus remains unchanged: traditional culture and common value.

March 28th evening 2014 extraordinary fashion The award ceremony will be the closing ceremony of this year's forum, which will bring a perfect conclusion to the wisdom journey of Chinese garment enterprises this year.

Here, we design the future enterprises, and create excellent Chinese clothing brands in the world. Let's meet the forum again, meet each other very well and build fashion together.