New Thinking On Integrating Internet Thinking With Apparel Retailing Industry

The evolution of consumer lifestyles and values constantly impacts and even subverts the brand's business format and management mode. Chinese garment enterprises urgently need to rebuild their consumption connections, learn to use the power of the Internet to reshape traditional industries, and respond to the real needs of consumers in new ways and means. Therefore, the purpose of this China clothing forum is to hope that the focus of enterprises can turn to consumers, open up a new business culture centered on consumers, ensure that Chinese clothing is back to the essence of clothing, return to the essence of products, return to the essence of business, and upgrade the transformation to reality.

　　 Recognition of China's retail market

New consumer demand and expectations are constantly emerging. The market downturn is only a false impression. People's consumption enthusiasm is far from being satisfied. This is evident from "double 11", balance treasure, WeChat red envelopes and so on. Consumption upgrading and social transformation breed too many blind spots and business opportunities.

Du Yuzhou, honorary president of China Textile Industry Federation, put forward: "to realize the development of China's garment industry, we must learn to predict the market, and grasp the fundamental of market orientation is to understand the consumer market. In this regard, garment enterprises must start from market demand and return to the product itself. At the same time, we should change the extensive development mode in the past, and pay attention to personality and differentiated consumption demand.

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 time to enhance consumer sticky?

Yintai mall is cooperating with Tmall online mall, Wangfujing mall is joining hands with WeChat... The move of retail industry is a sign of change. In this regard, Chen Dapeng, executive vice president of the China Apparel Association, said that the theme of this forum is "Transformation: Rebuilding consumption connections", taking into account the clothing industry as a basic consumer industry, regardless of technological progress, industrial upgrading, or business transformation and mode innovation. This is exactly the origin and core of clothing enterprises in coping with all kinds of changes.

Mao Jihong, chairman of the clothing Limited company, said in an annual view that "in an era of subversion" at any time, if an enterprise is not subverted, it must learn from an opponent with an open mind, learn from customers and give them something valuable. Therefore, the exception is to set the theme of this year's development back to the origin and return to the product itself.

At present, the traditional retail industry is declining now, the department stores and shopping centers are declining, the network has broken down the retail cake under the line, and the complexity of the line itself has always been there. 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 makes 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.

　　 Internet Clothing industry under the impact of thinking

With the re examination of the traditional enterprise value chain, the "value circle" of the Internet era has been created. In this era of "Internet thinking", the successful marketing cases of millet, carved beef sirloin, Huang Taiji, roseonly and others have led to a great discussion of Internet thinking. Slogans such as focus, extreme and word-of-mouth 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.

Xia Guoxin, chairman of Shenzhen's Limited by Share Ltd, 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 got Clothing industry Speaking, it is still focused and extreme. 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 Consumption connections with the mobile Internet Era

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 netizens. The brand needs to attach importance to the strength of these data, making the brand more close to consumers, deeply understanding the needs, and creating the 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. Fang Jianhua, chairman of the Imam dress, said: "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. Many entrepreneurs have talked 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 making clothes, and at the same time, 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 is analyzed, and a series of deep problems 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.