Apparel Industry Ushered In Micro Propagation Era

Here world Clothing shoes and hats Xiaobian network to introduce to you is the inflection point appeared in the clothing industry "micro propagation" era.

At present, the Internet has gradually become the main way for consumers to get daily information. The micro environment modeled on foreign Twitter service mode has been recognized and accepted by the majority of netizens. It can be said that the microenvironment develops rapidly in China. Since the beginning of micro-blog's formal roots in China in 2009, and now "netizens are all micro-blog" in China, the micro environment has begun to profoundly affect all aspects of the modern Chinese people's life. In 2011, the US Time rated micro-blog as "the pulse of the earth".

There is no doubt that under the new media communication environment, the mode of communication introduced by micro-blog and WeChat media has profoundly affected and changed the traditional pattern of the current garment industry. It is not difficult to find the arrival of the era of micro propagation. China's garment industry is encountering an unprecedented turning point. Then, can the arrival of "inflection point" effectively eliminate the "high inventory" problem of clothing enterprises? What innovations should be made in the traditional marketing mode of the clothing market under the micro environment? What will the development trend of the garment industry be after the turning point?

Micro propagation Era

tradition Marketing The mode is difficult to continue. The so-called micro propagation era is only a relatively abstract idea. It refers to the media environment based on mobile Internet technology and PC interconnect technology, and based on micro-blog, WeChat and microfilm. In this environment, the biggest characteristic of information dissemination is information forwarding, and the speed of propagation will be expanded by the mode of virus transmission, and the proportion of the participants in the process of communication will be maximally improved.

Nowadays, with the rapid development of communication technology and the evolution of communication mode, the micro environment has gradually split out of micro-blog, WeChat, micro advertising and other specific forms. According to statistics provided by AI consulting company, in March 2013, the number of monthly coverage of micro-blog service reached 285 million at the PC terminal, and the number of monthly coverage at App terminal reached 88 million. Micro-blog has become the main network service on PC and App terminals. The top five categories of micro-blog micro-blog users in 2012 were: online shopping, entertainment and leisure, consumer electronics, catering and clothing.

It can be seen that the arrival of micro propagation era has profoundly changed the way of information acquisition in modern society, and has also seriously affected the way of economic growth in some industries. Especially for the clothing industry dominated by brand marketing, the arrival of micro propagation era has a far-reaching impact on it. It can be said that based on the emerging media such as micro-blog and WeChat, a new brand marketing war in garment industry has been gradually opened.

"Affected by the economic environment, the recovery of the garment industry is still very slow. The sports brand "Guan Dian Chao" is becoming more and more intense, the "high inventory" haze lingers, the brand clothing terminal sales continue to slump, the internal and external cotton price difference expands, and the RMB continues to accelerate appreciation and other factors, the clothing industry development is still in the "trough". However, the recent penetration of the clothing industry is obvious. Many enterprises, especially some well-known brand enterprises, have digested their inventory through the electronic business platform, and have achieved good results. For example, Luo Lai home textile sub brand LOVO electricity supplier double eleven to achieve 160 million sales, home textile products category first. This is a very exciting news for the whole industry. " Speaking of the current development of the garment industry, a famous casual wear brand marketing director told reporters during a telephone interview that "high inventory" is still a constraint on the development of the current garment enterprises. Therefore, how to effectively digest enterprise inventory and return funds has been a pressing problem for many garment enterprises.

"Wholesale, agency, affiliate, self run" is the old fashion model of traditional clothing marketing. With the advent of the electricity supplier era, group buying, B2C, B2B2C, mobile commerce and other new marketing models have emerged. The traditional sales mode is too long, the profit is low, and the sales performance of clothing terminal is not good in recent years, which leads to the higher inventory of enterprises. With the advent of the electricity supplier era, garment enterprises can layout their own electricity providers, using the F2C direct marketing mode to shorten the intermediate links of clothing sales, which not only brings more profits to enterprises, but also effectively digested the inventory of enterprises. Just over the past eleven, our Tmall flagship store has ten sales promotions on clothing. Sales performance is very good. Ten of them are sold out of stock. Now some of our clothing styles do not have any inventory problems, but we have to rush to replenish them to welcome the coming two. The sales director finally stressed that "in the face of the new business environment, the traditional marketing mode is difficult to continue, so we have to break the traditional marketing thinking, make full use of information resources, and develop new ways of clothing marketing."

　 Mass brands and parity market will be a big trend.

As we all know, thrift is the traditional virtue of the Chinese nation. Thrift is not only a quality that everyone should possess, but also an indispensable condition for promoting the sustainable and healthy development of a country. The leaders of the new Central Committee attached great importance to frugality and pushed forward the simple and fresh style. From the new administration in March to the present, in just 9 months, the thrifty and frugal spirit has been blown over all corners of the society. From the "waste on the tongue", we have tried to stop the "CD-ROM" action. It is easy to see that "thrift and frugality" has become the consensus of people.

Speaking of the textile and garment industry, from the first state visit of President Xi Jinping in March 22, 2013, his wife, Peng Liyuan, was very well received by the media both at home and abroad. The "first lady" effect not only effectively promotes the domestic garment industry in a short time, but also plays a good role in promoting the long-term development of the local brand clothing industry.

After the "first lady" effect, Chinese style dress is very popular at home and abroad. Some foreign brands, especially some luxury brands, are very difficult to sell in China, which is a big blow to the foreign clothing brands stationed in China. Now, the "first lady" effect is decreasing, but its impact on the domestic garment industry is far-reaching. Whether it is clothing manufacturers or distributors, even ordinary consumers are virtually infected by the charm of our traditional clothing. Some traditional Chinese clothing brands seem to have found their own potential for development. The era of rising domestic brand clothing has arrived. Referring to the development trend of the garment industry in the future, the marketing director of the casual wear brand introduces that the future trend of the garment industry will be the mass brand and the parity market, which are restricted by many factors such as the national financial policy, the current financial crisis, the impact of the European debt crisis, and the inflation and the appreciation of the renminbi.

"The development space of foreign luxury brands and domestic high-end brands will be narrower and narrower, which is not hard to predict." The director of marketing emphasized that the development of anything can not be separated from the environment in which it is situated. Today's new generation of leaders strictly practise frugality and advocate the thrift and thrift of the whole society. As a basic industry closely related to the production of basic human resources, the textile and garment industry should strive to practise economy and make contributions to building a resource conserving society. Therefore, the mass brand and the parity market will be the inevitable trend of the future development of the textile and garment industry.

　　 The turning point is coming.

"The impact of the post financial crisis has not subsided, and the spread and spread of the European debt crisis, coupled with the pressure of RMB appreciation and the fluctuation of clothing raw material prices, and so on, the development of the textile and garment industry is still internal and external. However, with the advent of the new political situation and development environment, especially the turning point, the development of garment industry is still in danger. Turning to the current development of the garment industry, the Henan textile and Garment Association official said frankly, the turning point is a challenge and an opportunity for the garment industry.

How to effectively remove inventory and withdraw funds? clothing The most serious and intractable problems facing enterprises. The arrival of Micro Communication Era and the penetration of electricity providers make clothing enterprises more convenient to obtain information, and the channels of clothing marketing are more diversified. In addition, with the application of F2C marketing mode, enterprises and consumers can have dialogues online. These not only provide convenient conditions for solving the problems encountered in the development of the garment industry, but also bring huge economic benefits to the clothing brand marketing. Therefore, in the face of the arrival of the "turning point" of garment industry, garment enterprises should take the time to take the opportunity to take full advantage of the developed and convenient information resources in the era of micropropagation, so as to identify opportunities and strive for the development of the garment industry. I believe that in the near future, the development of our national clothing brands will blossom everywhere and flourish.