New Ecosystem Of Garment Industry In 2014

A new light luxury brand from Singapore, BOTH, has entered the public view. It is different from the traditional clothing brands from offline to online to expand new channels. Since the early days of its creation, BOTH has built its own e-commerce platform as the main channel. We should take advantage of O2O in this way closer to fashion consumer lifestyle and become the first truly male O2O luxury brand integration store in mainland China.

　 O2O of the clothing industry forerunners practice

O2O is changing the development trend of the entire apparel retail industry. More and more high-quality traditional clothing brands have made substantial progress in the O2O direction. For example, the fast fashion brands, UNIQLO, luxury brand Burberry and famous retailers, intime department store are all the typical brands of online and offline interactive sales.

So far, UNIQLO has more than 1200 stores in the world, and in many markets, UNIQLO has opened its own online store or settled on the third party online retail platform. In April 2013, UNIQLO started implementing the multi-channel layout of "store + official website + Tmall flagship store + mobile APP". Its implementation of O2O adopts the store mode, that is, the store as the core of O2O, emphasizing the instrumental value of O2O for offline store services. O2O is mainly used to guide the offline stores and improve the sales volume of offline stores. This is because UNIQLO has always believed that physical channels are of great value to consumers. The main role of O2O is to provide services for offline stores, help offline stores increase sales, and achieve effective promotional results, and each transaction can be tracked. After more than a year of fumbling, UNIQLO gradually went out of its O2O mode: using mobile Internet to connect online and offline, paying attention to enhancing the competitiveness of the entity store; focusing on brand promotion, online and offline interaction; Use The discount strategy of "designated product partition + time interval" avoids online and offline cooperation; without member and integral system, it is easier to conduct mutual diversion and activities under the offline offline; the official website and APP are all directed to Tmall flagship store, and online channels are easy to get through.

Burberry, known as the most innovative brand of luxury brands, is the forerunner of industry O2O. It has slowed down the speed of retail outlets worldwide, aiming to open up online and offline channels, and convert potential consumers on line and windowshopping to real purchasing power. Burberry first introduced the concept of digital "retail theater" in Asia for the first time in the flagship store of Kerry Center in Jingan, Shanghai. In the so-called "retail theater", the clerk takes the iPad, providing the "close fitting service" from the purchase to the checkout. The built-in software of iPad can help shop assistants directly query customers' purchase records and preferences, and do well in the service process. There are 130 speakers and 40 digital screens installed in the store. The special satellite device can also broadcast live concerts and interviews in the store. By embedding digital chips in specific clothing and accessories, Burberry instantly turns the dressing mirror into a digital screen and displays videos of the details of the merchandise to the customer. For example, when customers put a favorite bag on the induction table, they can enjoy the details of their production on the main screen of 2.7 meters wide and 3.6 meters high. The customer walked into the fitting room with a Burberry windbreaker, and the model appeared in the dressing mirror. These digital practices have greatly increased the customers' stay in the store and increased the activity of brand interaction.

As a traditional department store in China, Yintai department also develops various O2O channels at the same time and takes the lead in realizing double line interaction. In addition to the customary opening of online shopping mall, self operated B2C platform, Tmall's handover, double line connection was launched, and at the end of 2011, the mobile phone Yintai was launched, and the mobile terminal was arranged. Mobile phone Yintai did not copy all the contents of PC, but differentiated the layout according to the user characteristics and purchase preferences of mobile terminals. In a strict sense, Yintai O2O truly realized the launch of the I'M collection store in 2012. Consumers can enter the store first to experience the goods and then purchase them through the iPad provided in the store. It is reported that after the launch of I'M brand store, its sales rank in the forefront of department stores, achieving a good sales conversion.

It is easy to see that the practice of O2O in the three traditional garment industries has a common feature, that is, the promotion from offline to online, and the expansion and supplement of online channels as an entity channel.

　 From online to offline, BOTH Differentiation O2O path

As mentioned above, BOTH is located in China's first O2O mode male luxury luxury brand integration store. It will adopt the combination of online boutique and offline concept stores, and more importantly, online boutiques will take precedence over offline concept stores. This is because BOTH knows that the tide of mobile Internet has changed people's consumption habits. Online shopping has more advantages in efficiency, experience and word-of-mouth sharing, and has unlimited potential in the future. According to BOTH, at present, both online boutiques are already on the line. Users can pick their own clothes and find their own fashion attitude and taste style, which has a new choice for Chinese knowledge elites.

BOTH believes that in China's second tier cities, the proportion of people buying fashion products through the Internet and mobile Internet is very high, and has become an irreversible trend. Authoritative data show that China's Internet consumption has increased rapidly, reaching 190 million yuan in 2013, and the proportion of online shopping accounts for 7.8% of the total retail sales of social consumer goods. As the core category of online shopping channels, clothing has enjoyed rapid growth. From 2008 to 2012 years, the size of China's apparel online shopping has increased by nearly 12 times from 18 billion 100 million to 318 billion 900 million. As Singapore has just entered China's buyer's integration store, BOTH wants to stay in the future, so we must go with the flow. Only through the sales channels of the Internet and mobile Internet can we quickly get products and services to reach the daily life of consumers, create brand awareness, and deepen the brand's impression in the consumer's cognitive space. The Internet channel of clothing brand has achieved a rapid increase in penetration through attractive prices, and has natural advantages in data collection, precision marketing and customer experience.

Although the network channel has many advantages, the traditional entity channel is still indispensable to the clothing category. It carries the dual effects of product experience and connotation communication. So, while preparing the online retail platform, BOTH is also preparing for the first flagship store in Shanghai. Unlike most physical clothing retail stores, BOTH's offline stores will adopt "concept stores" and "experiential" business models. The store not only displays the latest BOTH costumes, accessories, bags and boutiques, but also includes food, books, stationery, electronic products and all kinds of cultural and artistic activities. These products will directly compete with the online platform, implement price unification on line and online, synchronize shopping, and display them in front of consumers through refreshing experience and promotional forms.

BOTH thinks that clothing As the core of the fashion industry, online and offline channels have their own advantages in consumer experience and cannot be replaced by each other. BOTH is a "story and soul brand", like a wise man who deserves careful listening and appreciation. These brand stories will be introduced to consumers in BOTH brand magazines, exclusive music, and offline flagship stores. From the angles of vision, hearing and touch, we can show you in all directions.

Balance and efficiency, O2O prospect of BOTH

The concept of O2O originated from the classified information website of the United States. The typical application in China is group buying website. In the universality of cognition, the role of the O2O marketing mode, the Internet platform, is to drain, become the front desk of commodity sales, and complete the user's experience and consumption under the line. However, BOTH has put forward a further view that it believes that the line of drainage and sale under offline and offline will be blurred in the future male light luxury O2O mode. It will realize the deep integration between online, offline and virtual reality. The two businesses will also be organically combined and mutually facilitated. In essence, it is in the use of efficient Internet technology in O2O to transform inefficient links in traditional industrial chains.

Online browsing BOTH's online boutiques, users can quickly retrieve their interested brands by classification, or dress according to their different dressing occasions, which is suitable for style. Fast, efficient and accurate is the core element of experience. And BOTH line stores, users enjoy the trial and wear in the advanced shopping mall, the courteous service and care of the service staff. This is part of the luxury user shopping experience. From this point of view, BOTH online boutique and offline concept store balance the utility of online and offline, and balance the two demands of high efficiency and experience that consumers pursue, just as BOTH advocates a balanced lifestyle. Moreover, online and offline integration of business models, BOTH using the Internet, mobile Internet, physical stores in a variety of ways, to provide users with personalized shopping experience.

It all seems perfect, but Fact This is only the reconstruction of marketing channels, which is the initial level of O2O. In the future, BOTH will also use O2O to restructure the supply chain, that is, the efficient supply and demand matching capability of the Internet, so that users can participate in product design and production to achieve personalized on-demand customization, and eventually form a service form centered on male intellectual elite group.

Based on the widespread popularity of big data and Internet technology, we can also imagine that the future BOTH "concept store" + "experiential" business model may be more humane and convenient. Users will purchase anytime, anywhere, and enjoy personalized experience. BOTH can also achieve user traceability, measurable and predictable consumer behavior, and provide a complete experience for customers through complementary collaboration between online and offline channels. The efficient, convenient and personalized O2O way has described the future blueprint for the first male luxury brand integration store BOTH in China.

In short, Senchi Matsu took the lead in success, followed by successes and unknowingly never succeeds. The commanding height of market competition must be to seize the mental model of customers. Creating customers' needs is the leader, and constantly satisfying the needs of customers is followers, and the needs of backward customers are eliminated. The coming of the O2O mode will bring about a new round of changes in the garment industry. Whoever wins the new business model and new rules is the winner.