Can O2O Revive The Traditional Clothing Market?

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Xiaobian of the network to introduce to you is "online shopping" hit the traditional clothing industry O2O can revive the market.

In recent years, for garment enterprises, the days are not easy, and the rapid development of e-commerce websites has plundered the offline share of the garment industry.

Electrocution is an attempt made by the apparel industry, but the industry as a whole is sluggish.

O2O is the slogan of all enterprises now shouting, but it is still unknown whether O2O can save the market.

I can share with you a few observations that I can use to prove these changes.

Online shopping is not gender specific.

Two years ago

The recession is very similar. In the past two years, no matter how well known the clothing brand is, it is against the impact of the electric business enterprise.

Whether it's the US, Semir, Baleno, or the seven wolves, gifted children and Hinur who play the leading role in leisure industry, they can not escape from the fate of the shops, the compilation and pformation.

Looking at the current market situation, there are several points that can generally summarize why the current garment enterprises are not developing well.

1, the rapid development of e-commerce online shopping, market trends to guide shopping;

2, the network platform is convenient and quick, consumers can buy anywhere and wherever they want, without geographical restrictions.

3, a variety of Carnival shopping festivals, well versed in the way of the market, discount sales can attract consumers more.

4, there are more clothing styles but less fashion.

5, online and offline price differences, network channels more parity;

6, the products between brands are monotonous and individualized.

When the era of electronic economy is coming, traditional industries will inevitably be attacked.

Online shopping eliminates many obstacles such as time, place, character, price and so on. Goods can be completed by three or even mobile mouse.

Whether men or women, shopping experience on the Internet will be faster, lighter and even more expensive than the offline shop decision-making process.

Learning adaptation period, not every mode can be copied.

Before the billion euro network released the "decline in domestic clothing brand, relying on the full channel O2O redemption?" this article from the channels, systems, fashion antennae, reaction mechanism and other aspects of the analysis of the gap between domestic clothing brands and international fast fashion brands.

It is the rapid expansion of international fast fashion brands such as H&M and ZARA, which are closely related to the domestic clothing market.

After all kinds of fast fashion success abroad, many enterprises began to reflect on, imitate and even set up buyers' stations abroad, trying to copy international cases to save the country.

But in fact, the result is very small.

At present, no domestic clothing store has seen H&M like ZARA.

The reason is nothing more than models, systems and business practices.

But from another point of view, the country always likes to imitate the successful mode of western countries, but it often finds that it can not work in China or copy without innovation. Once the international brand enters China, it will soon encroach on the market.

But in fact, compared with international brands, domestic brands have a more natural advantage.

For example, closer to consumers and better understanding of compatriots.

Therefore, instead of being an imitator, we should know more about the domestic market, prepare for market research, and produce clothes that are most suitable for Chinese people.

Another point must be emphasized that the way of mass production in advance should be changed.

On the one hand, it is easy to cause a large number of stocks to cause financial pressure. On the other hand, dealing with the tail cargo for a long time affects the brand image and value.

O2O is not everything, but no O2O is impossible.

O2O has been mentioned more, but began to feel that it is more like a set of standards.

A set of channel standard, system standard, service standard and price standard.

At least now it seems that O2O is not everything, but why is it so valued? In the final analysis, it is a yearning.

A yearning for people's Carnival shopping. This is like a consumer spending at a relatively affordable price and then experiencing the completion of the meal.

When the market starts to tend to e-commerce, the traditional offline channels are somewhat unprepared.

But even if the sales volume of the trillion yuan in 2013 is only a small proportion compared with the line down.

In fact, most of the resources of the market are still under the control of the Internet, but when the new shopping mode arises, it is flickered.

More opportunities in the future will not be online or offline, but how the two sides can move towards true integration. This integration is not a "clean up" but a highly effective combination of complementary resources.

At present, top grade discounts and WeChat have begun to explore.

American and other garment enterprises are also exploring.

Although the effectiveness is not yet obvious, the future development of garment O2O is inevitable.

There is another requirement for enterprises to open and share. Heating up sometimes is faster than single handedly.

In general,

Indeed, a chicken blood is needed to revive morale.

After all, the clothing brand is just like the daily needs of food and beverage, and with the increase of consumption level and vision, the garment industry will have many opportunities in the future.

For those veteran domestic companies, short-term pains and adjustments are unavoidable. The key point is whether we can quickly cope with the change and turn the bow.

If O2O is really a set of standards, please use this set of standards to ask for yourself.