Clothing Industry Transformation Guide

　　 Clothing business electricity supplier turnover did not exceed 10% of the total transaction volume

In the first hour of sharing, Su Zhen reviewed the history of China's electric business with the rise of the Internet with detailed figures. In 1994, China and the world interconnected to Ma Yun to create Alibaba. From the first book "digitization economy", which was first sold in China, to the first "double 11" Carnival in Tmall mall, JACK&JONES's single store sales reached 5 million 300 thousand yuan per day, and Tmall made the single day sales from 52 million yuan to 35 billion yuan in 5 years. Behind this series of figures, Su Zhen pointed out a brutal fact that the brutal growth of Chinese electricity providers did not give way to the electricity supplier. clothing Enterprises create core value, clothing business electricity supplier turnover is still not more than 10% of the total sales, "even e-commerce development very good brand, such as JACK&JONES also has no more than 10%."

　　 E-commerce online sales

What do you understand about e-commerce? After Su Zhen threw this question, the clothing business operators here gave the same answer: "online sales". The answer is "no". "The extension of e-commerce has expanded. The electricity supplier mode includes physical shops, mobile Internet stores, PC stores, social media, electronic shelves, social networking stores and information systems."

For example, Adidas has used the "smart screen" in the lobby of a European entity store, displaying hundreds of pairs of shoes on the "virtual digital wall". Sales statistics show that customers are more willing to buy shoes that are more expensive and prefer shoes to 60 euros to 70 euros after they have seen the display. In the Seoul subway station of Korea, Tesco also opened a virtual grocery store, and photographed the two-dimensional code corresponding to the product displayed on the big screen with a smart phone. It can be delivered through the mobile phone within 24 hours.

　 The real problem that the electricity supplier really wants to solve is online.

" Online retailers What really needs to be solved is the problem of the offline operation team, that is, how to turn the passenger flow into the customer retention volume, "Su Zhen pointed out." let's enter the store, enter the shop and turn back the transaction "before the door is the most important topic facing the offline operation team. In the three part of the passenger flow, the most easily activated part is the customers who have purchased, e-commerce can solve this problem.

For example, WeChat marketing, Suzhen, for example, the edhardy store of Wuhan Zhu Shang Management Co., Ltd., the store WeChat friends reached 500 people, the guide salesperson WeChat friends reached 800, and the annual personal sales reached 2 million 600 thousand yuan. This is through the registration of different functions of the WeChat public number, with service numbers, subscription numbers and shop numbers, shopping guide numbers to solve online transactions, material display, communication and interaction, service interaction needs.

　　 The boss should personally participate in the operation process of e-commerce.

It is imperative to streamline and standardize the whole process of the operation of the electricity supplier, and establish a system of participation by the boss himself. For the apparel business operators, the biggest difficulty is that "the boss does not understand". Su Zhen pointed out that if the boss does not understand the electricity supplier, it will be difficult to support the core resources of the enterprise. "No one will go all out in the situation that he completely does not understand."

　　 Garment enterprises will eventually move towards the era of big customization.

"All online businesses only use the Internet as an example. channel Or the sewer in the channel. " Su Zhen pointed out that after experiencing the era of C2C big individual, the era of B2C big channel and the era of o2o big retailing, the clothing enterprise electric business will enter the era of C2B big customization, that is, the demand of individual production will be gathered in different time and space through the need of fixed production.