Clothing Brand Digital Pformation "Offensive And Defensive Theory"

"It's coming to the" double 11 "again. Last year, I bought a half price children's clothing at UNIQLO, which is very favorable, and now I'm still introducing experiences to my mothers in kindergarten.

Mom in Beijing is enjoying the Internet.

As a matter of fact, before the "double 11", the original "chopped hands" had become a "code family".

The so-called "code family" is in the shopping malls fitting room to try clothes to copy down the number and code, to buy online.

"

The wave of digitalization is attacking the market. In this case, we need to change our traditional clothing enterprises.

Wu Pinhui, chief marketing officer of UNIQLO's Greater China, said in an exclusive interview with the China business newspaper. "But to cater to the trend of modern market and the impact of digitalization is not simply to build an electronic business platform. It needs to change the concept of business, adjust the whole brand, and change the communication strategy with consumers before."

In fact, it is not just foreign brands. At the recent clothing ordering conference, the attempt of the digital shoe ordering and distribution mode of Fujian shoes and clothing brands is also causing great repercussions in the clothing circles.

In the digital and electronic business today, clothing enterprises, whether domestic brands or foreign brands, should make use of the digital wave to pform themselves. What should be kept and what should be attacked? Clear positioning is more important.

Shou: positioning

In Japan, UNIQLO is a popular parity brand, with good quality and meticulous workmanship. It tries to make it affordable for all consumers.

However, such positioning is not pleasing in the Chinese market. At the beginning of entering the Chinese market, there are international brands, and there are local old brands. The location of UNIQLO is sandwiched in the middle.

At the end of 2005, Pan Ning was appointed CEO of the Greater China region of UNIQLO. After taking office, he made a major change. He took the lead in opening more than 1000 square meters of large shops in first tier cities such as Shanghai and Beijing.

The so-called "middle class positioning" means that it is not the cheapest, but it is international brand, import design, good quality and good service.

Uniqo is very big in China and can give you a lot of choices. This is an important strategic shift in the Chinese market, and this change soon resonates with the middle class.

Wu Pinhui said.

Because of the success of positioning, plus the high quality and parity price, UNIQLO has become the fastest growing fast fashion brand in China.

In 2013, UNIQLO, under the brand concept of "making clothes for people", launched the new concept of LifeWear's "service life". That is to say, UNIQLO provides more clothing and can be closely integrated with the life of consumers. It can wear UNIQLO clothing from work, leisure to sports, any occasion and environment.

In the past, the advantages of UNIQLO were more reflected in the innovation and service of commodities. Now UNIQLO wants to become a truly global brand, just because goods and services are not enough. There must be some common values which can arouse the resonance of consumers' values in different parts of the world.

So, no matter how the market changes, brand positioning and consumer resonance must be maintained. Even in the constant impact of the digital wave today, although there are various ways of communication between the market and consumers, it is only a technical level. I believe that as a brand, we must always adhere to our own ideas and constantly use new products and technologies to achieve this positioning and ideas.

Wu Pinhui emphasized.

In the view of apparel marketing expert, it is more important for clothing brand to convey the spirit of brand, whether event marketing or the spread of brand concept, so that consumers can have a sense of resonance.

Hong Zhaoshe, chairman of the Qipai group, mentioned the changes and challenges facing the domestic garment industry: "the clothing industry is clear that there have been some great changes in the market since 2013, and the overall market situation is not good.

So it is normal to make some adjustments. Shopping malls, such as battlefields, sometimes have to go in and sometimes retreat.

Seven cards also face these problems, we began to make some adjustments, we put forward one is called "break four old, create four new", four old includes old thought, old culture, old habits, old behavior: and four new is new culture (300336, stock bar) thinking, new business mode and new management mode, new process standard.

"I think this is the most important thing for a brand, otherwise a good e-commerce platform will be useless."

Hong Zhaoshe said.

In recent years, the clothing industry has increasingly found that the traditional ordering method has high cost, low efficiency, unreasonable ordering, and digital ordering is usually managed by means of input.

Data entry site server ensures that all ordering information is controlled in real time by enterprises.

Dealers can print and confirm orders at any time, and brands can adjust the order strategy in the order meeting.

The operation is simple, fast and accurate, which greatly optimizes the order process and reduces the cost of the order meeting.

"In the future, cloud computing, social networking, mobile Internet, big data analysis, and O2O will be a digital ordering model, which will provide apparel enterprises with full range of information services from fabric research and development, garment design, production and brand operation."

He said.

As a representative of fast fashion brands, UNIQLO set up a complete digital platform earlier. UNIQLO's APP has more than two million users. All goods in APP, including clothing inventory of shops, can be found. APP can be directly connected to Tmall's official flagship store. In addition, micro-blog, WeChat platform, Tmall official network flagship store, more than tens of millions of fans.

"On the whole, the role of digital media for us is how to communicate with customers or fans every day.

Because the communication of commodities is still limited, but more communication, such as UNIQLO's new series of costumes, including new spokesmen, can be passed through the social platform.

Wu Pinhui said.

Nowadays, many consumers go to offline stores to see their favorite styles, but they can't buy the right products because of the size problem. In view of this situation, UNIQLO has launched the digital POP. If customers encounter the problem of discontinued goods, as long as they scan the two-dimensional code on the POP, they can see the information of all the products, and can also check the inventory information of the nearby stores. If the nearest stores have the right size, they can buy them in the near future, or they can directly connect to Tmall's official flagship store and place orders directly.

"What we are building is a relatively complete digital platform, from inventory checking, connection to trading platform, from WeChat, micro-blog's information platform, to query demand platform, and then to trading platform, we have made more innovations in digital marketing."

Wu Pinhui said that UNIQLO is looking at the e-commerce platform: "we are still positioning as a retail brand, and now UNIQLO is now opening up shop in China. There are about 80 to 100 stores every year. For us, retail stores are still very important because we feel that the services of commercial products are not only purchased on the Internet, but are interactive and services, and there are many things that are difficult to directly experience from the electricity supplier. Therefore, our positioning of the electricity supplier is that the electricity supplier is one of the retail outlets of many of our retail outlets. It is just that this market may span the nature of time and space, and it is another channel to serve consumers. From the beginning of this year, we are very active in promoting WeChat.

We think WeChat is very important, because we have done some data analysis, WeChat's customer base is actually very compatible with our core customers, but if a brand does too much promotional information, people will not want to see you.

So we must fit in with demand and taste.