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Discussion On How To Build Consumption Relationship In Clothing Forum

2014/4/6 0:27:00 27

Less than p ago, "Ruyi 2014 China Fashion Forum", hosted by China's a target= "_blank" href= "http://www.91se91.com/" and clothing /a Association, was held in Beijing China hotel.

in today's Internet industry, new sales methods and payment modes emerge in an endless stream, new consumer demand and expectations are constantly emerging.

Behind the strong contrast between "offline distress" and "online hot", many traditional clothing retailers are faced with the most urgent demand of many fashion brands.

At the same time, it is worth noting that in the overall downturn of the online apparel retail market, sales of clothing brands with more distinctive style and focus on business have maintained a healthy growth.

And in the online market that continues to be hot and keeps a high growth trend, some B2C type vertical business clothing enterprises, which are famous for marketing, are also facing great challenges and encountering difficulties.

more and more consumer oriented enterprises are realizing that only by understanding the economic, social, demographic changes and consumption habits that affect Chinese consumers can we grasp the future development; keep pace with the pace of consumers' change and meet their needs, and make products better and more appetites to consumers. This is the essence of winning in increasingly fierce competition.

online and offline complement each other

is now talking about electricity providers, online sales, I think online and offline sales are not contradictory, the two are mutually reinforcing.

There are many brands in the AI group, and we also have our own flagship store. But in the process, we find that the buying habits of online consumers and offline consumers are very different. What they pursue is performance price ratio. They are very concerned about the price. On this basis, we have developed a "beloved" brand specially designed for online sales to meet consumers of online shopping.

I think the electricity supplier is not simply moving the store's things to online sales. It's just a platform for product sales, so we are gradually adjusting our strategy. We will sell specialized network brands and over season products on the Internet. This will not only satisfy consumers in the network part, but also guarantee the brand image.

in physical stores, we are also making various attempts.

For example, we have a "one-stop shopping" "love family" living hall, and the two floor of some stores has become a "Beauty Center".

We hope that consumers will feel that love is not only an underwear brand, but also a lifestyle brand!

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Consumers do not like to be slaughtered on the P line. He also pursues cost performance and sees whether the products are really good.

After buying, if the value exceeds expectations, he will become loyal.

When he personally experienced these products, what kind of surprise did the brand bring to him? Whether they were of good quality or good style was what they considered.

so as clothing brand, we still return to the commodity itself, constantly create and improve products, improve the design level, grasp the trend of popularity, this is very important.

Secondly, constantly improving and improving, let consumers always feel that "I not only buy good design, good style, but also buy products and experience that are worth much money", which is what we pursue.

In addition, we should also pay attention to not being a top brand dealer, respecting our customers, allowing customers to buy < a target= "_blank" href= "http://www.91se91.com/" > clothing < /a > can be evaluated, but also interact with our micro-blog and WeChat, so that consumers can also participate in the design, order, and even participate in the management of our enterprises, which is what we are doing.

good design and good product

although cowboys do not originate in China, I think China has its own way of interpreting cowboy culture. Cowboys will also have great potential in China. In other words, besides China's economic potential, the potential of creativity in China is amazing.

I am not worried about the sales of cowboys in China. China has a profound cultural background, and Chinese people are more open. They believe that China can bring a new evolution to cowboys, and develop a cowboy who can meet the needs of Chinese consumers.

How can we make products more popular? Actually, it is very simple, that is, good-looking and good products.

First, there must be a better design. Good products not only look beautiful, have very good fabrics, and are easy to wear, but this is not enough. Nowadays, you have to communicate with consumers and know how to promote products to the consumers in the market. The whole sales process is a complex and demanding process. It requires a variety of capabilities, requires technical support, requires good design, requires a lot of money, and needs creativity and fantasy.

common value identification

today, Chinese clothing enterprises are facing a real subversion. The original route is from products to brands to the market. Now it has been reversed, from consumers, markets to products and brands.

In the face of such an era, two things have been done by Yi Wen: first, technology and design have been opened up, and the global creative design center has been set up, so that "a target=" _blank "href=" http://www.91se91.com/ "designer" /a "and" Chuang Ke "can work together, so that the idea of technology development can be combined with the product itself, so that clothing can record the life story.

The second is cross boundary. Clothing brand should end the era of isolated island, not only for clothing, but also for people's lives. As for the target of cross-border, it depends on who has common consumer with us.

For example, we invested in the Beijing love story, and there will be more cross-border movies and micro films.

nowadays, everyone is talking about Internet thinking. In fact, there is another point worth mentioning, that is, big cultural thinking, that is, the common value identification with consumers just mentioned, although this power is soft, but it will form a strong viscosity towards consumers.

with empathy to /p >

in the Internet era, if there is no personality and no need for others, it may be overturned at any time.

To understand consumers, first of all, we need to know ourselves, because we are part of consumers. We must have empathy and feel the needs of consumers, so that we can serve consumers.

But all of these are based on your professional cognition and ability, such as < a target= "_blank" href= "http://www.91se91.com/" > Fashion Designer < /a > or clothing brand. To understand consumers, we must master professional knowledge such as human tailoring, design and fabric. Only in this way can we provide better products.

Being good at yourself is a basic principle, respecting yourself and seeing your value and creativity. Without this basic principle, the brand will not exist.

under the environment of the Internet, everyone is being networked, but this is the era of our life, no one can escape.

For instance, the practice of Fang bookstore has much to do with the popularity of micro-blog. We have not done advertisements, but are providing content, but they will also be constantly forwarded and concerned.

What we need to do is to participate in the interaction of the Internet and communicate with consumers more effectively.

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future consumption channel /p >

I think the future consumption is all channels.

Imagine that the consumer came to the Wangfujing department store to see a movie and saw a dress. He could try it on in the dressing room or directly test the clothes on the screen through 3D scanning technology. Then he took out his mobile phone to pay.

Because later he would go to see a friend, and his clothes were not convenient in his hand. He left an address for the shopping guide and delivered it to the door. Then he left.

This purchase is called online purchase or offline purchase? It seems that it is not entirely, so I think the future shopping is full channel, and consumers jump freely between online and offline.

for shopping malls, the more consumers are attracted, the more willing the brand is to cooperate. If you can find unique products and monopolize some brands, the consumers will follow.

After the advent of Internet technology, we should neither be self belittling nor arrogant.

For example, when we launch WeChat payment, we also retain the traditional way of shopping, which can not only make the products electronic, but also have the traditional sales mode. Consumers are willing to go shopping or do not want to go out.

personality and interaction

through the Internet and e-commerce websites, we can interact directly with consumers, especially young people, to understand their feedback.

Vivienne Westwood has its own unique personality. In the Chinese market, it is very important to maintain the brand's own tradition and foundation. On the other hand, it also needs to understand the needs of Chinese consumers, understand the changes of the outside world, and maintain a positive interaction with the changes of the outside world while maintaining individuality and self-identity.

For example, Vivienne Westwood has created punk wind clothing, but in the past punk era, we are also moving forward, drawing on the excellent things of the times, with new styles and goals.

as global operation director, the whole product should be considered from design, production to sale, and after sale service.

This process involves a whole process of creation, marketing and publicity, which is very subtle, complex and difficult, not only to produce products so simply.

When we first entered China, it took us two years to communicate with partners, locate and build factories, and constantly listen to the voices from factories, consumers and designers, communicate effectively and understand each other.

equal communication consumption

in recent years, the leading artists have been doing electric business, but they are still dominated by offline channels. Many factors such as channel structure and partners have not been able to operate in full channel.

But the development of online sales is relatively rapid. For example, electricity sales accounted for about 45% of the total sales last year. In the future, online sales and all channel operations will be planned, and product services will be increased under the offline channels.

< a href= "http://www.91se91.com/news/index_s.asp" > market < /a > may be faced with the problem of unconformity of products and prices on line and line. It is because the clothing industry has been joining the agency structure for a long time, but eventually it will achieve unification.

the core of rebuilding consumer connections is to have a deep understanding of the needs of customers. Next, the leading artists should focus on this aspect.

In the era of big data, because of the popularity of social marketing and the Internet, the relationship between consumers and brands is becoming more and more equal. Therefore, the brand must understand the changes in consumer behavior, consumption patterns and consumption concepts. We should truly respect them and communicate with consumers in a manner of mutual respect and peace.