Quanzhou Textile And Garment Industry Is Breaking Through With The Help Of "Interconnection".

Zhang Quansheng, director of the Institute of traffic and energy economics and finance, Peking University, President of the Institute of Internet of things

Wang Qiming, chairman of Fujian Textile Industry Association, chairman of Quanzhou Haitian material Polytron Technologies Inc.

Huang Zhaoyang, general manager of Network Inc Xiamen Xun Xun

Online and offline search for appropriate interest points

Quanzhou brand has experienced collective licensing. In recent years, the industry seems to lack new growth points. What do you think is the reason?

Huang Zhaoyang:

The era of high growth and high profit in garment industry has gone away.

First, in the nearly 10 garment enterprises in China, most of them are small and medium-sized brands with weak market competitiveness.

Two, at present, there are nearly 50 clothing brands in the domestic market with sales of over 1 billion yuan last year.

Three, the process of international clothing brand's beachhead in China has accelerated significantly. The international high-end brands occupy a major market share in China's high-end apparel retailing, while the international second-line clothing brands are also constantly pouring into.

Wang Qiming: to some extent, e-commerce has changed or even overturned the original business operation process of the enterprise, more importantly, it has caused certain conflicts among the stakeholders, especially the conflict between the network channel and the offline channel.

In the year before last, there were some famous shoes and clothing brand discount, which was close to or even lower than that of offline distributors.

Another phenomenon is that clothing entities become the fitting rooms of consumers. This means that some enterprises attach importance to online channels, but may also touch the interests of some of the entities, especially those who have fallen to below three or four cities.

Therefore, the most important thing is that the two party can have a suitable division of interests.

Using the Internet to get online and offline convergence channels

Through the Internet and mobile Internet technology, how can we achieve closer ties between consumers and goods and businesses?

Zhang Quansheng: take the O2O.

O2O provides consumers with rich, comprehensive, timely, and sensory information on the line, and online screening, online consultation, ordering goods and even more favorable prices.

For businesses, it has a platform for online promotion and display, increasing the source of online orders, reducing dependence on lots, better managing user relationship and maintaining customers, changing the current situation of consumption blind flow, and having more user consumption data, which is conducive to precision marketing.

Huang Zhaoyang: first, clear steps should be made in O2O.

First of all, if you have strong brand appeal and strong capability of development and operation, you can build your own APP channel.

If it is a small brand, you can choose to join the third party platform, docking the company's internal system with the platform.

Secondly, turn the goods into data. Before the commodity shelves, the bar code or two-dimensional code need to support WeChat, Taobao and other mobile platform scanning, and input data information and related clothing data association.

Once again, make clear how to divide the money.

In order to establish clear order pfer mechanism and settlement rules, we should make clear the attribution and proportion of ownership in advance. Lastly, training.

The difficulty of O2O pformation is offline, requiring salesmen to familiarise themselves with the O2O process and provide incentive measures to ensure that shop assistants are guided by customers.

Real time data analysis to enhance production and sales synergy

In the future, will the whole process of production and sales of traditional clothing industry revolve around the Internet and mobile Internet?

Huang Zhaoyang: that's for sure.

The development trend of clothing e-commerce in the future is worth paying attention to. First, the scale of the clothing B2C market will keep growing, and the differentiation competition is very important. Two, the service is more diversified and the customized service will be strengthened. Three, we should pay special attention to the trend of online and offline convergence, because the combination of online and offline, interactive and complementary mode can simultaneously make up for the disadvantages of high cost and poor online experience, and solve the problem of fighting online and offline.

Zhang Quansheng: through mobile Internet, we can collect almost all dynamic data about production and sales and provide services in real time.

For example, in the product design process, from intelligent customization, store location, 3D space logistics, customer precise positioning can be achieved through modeling.

In addition, users' demand for shopping experience will also be higher and higher. For example, 3D technology can show the concept of clothing design more effectively.

Wang Qiming: traditional shoes and clothing marketing is a distribution mode, and goods precede market and fashion trend.

From the popularity of international fast fashion brands such as UNIQLO and ZARA, we can clearly see that enterprises need to catch up with the trend of fashion. We need to improve the system to replenish goods quickly, gradually turn the ready-made clothes into a stock of surface accessories, and increase the flexibility of strain.

Now, Quanzhou is building a Hercynian fashion dream factory project. For consumers, it is a D2C platform based on mobile Internet and innovative interconnection. For upstream and downstream enterprises, it is a textile cloud platform based on industrial integration and service interconnection. For factories, it is a production intelligent platform based on quick reaction and factory linkage.

In this way, consumers, businesses, upstream and downstream processing enterprises will be closely linked in real time.

Leveraging the Internet to get through agile

Over the past two or three years, the traditional footwear industry has undergone several rounds of shuffling.

In recent years, almost all the traditional shoe and clothing enterprises in Quanzhou are talking about several key words: agile, store, online and fusion.

The word "agile" has the highest frequency.

To create a fast response supply chain seems to be the only way to go, but the in-depth pformation of the supply chain has led to the emergence of the "dumbbell" problem in commodity planning and terminal capacity.

The "Amoy brand", which is rising in the Internet Ecosystem, is also faced with those problems that beset traditional shoes and clothing enterprises. It is difficult to predict the market trend accurately. The shadow of the stock market is lingering. It also needs to create an agile supply chain, do a good job in commodity planning, and even need to be an experiential shop.

Nowadays, both traditional footwear and "brand name" need to rely on the power of the Internet, starting from their respective dilemmas and sticking points, and breaking through with different means and paths.