Clothing Industry Electric Shock Five Sins Help Industry Transformation And Transformation

　 The clothing industry has been shocked by Amoy brands.

Electricity supplier Garment industry It is not a simple product marketing channel, but an important factor affecting the transformation of the garment industry. At present, clothing accounts for the most in online shopping, which implies that there seems to be a special relationship between the two.

Not yet "electric shock" clothing enterprises are facing the continuous share of the offline share of the electricity supplier. How can we solve the difficult problems in the transformation period? Meanwhile, online scouring brands are also moving frequently. How can they cope with the transformation trend? How should the O2O layout be implemented online and offline?

　　 Designers landing electronic business platform

The emergence of the electricity supplier has made the mass consumer market unusually hot. The designer oriented brand is also catching up with this development opportunity and developing online channels.

2015 spring and summer China International Fashion Week, by Chinese clothing Designer The DANG DHUB designer platform jointly launched by the association and Dangdang network was formally launched. Designer brand settled not only accelerated the cross-border integration of fashion and electric business, but also brought more personalized and cutting-edge fashion shopping experience to consumers. The cooperation between the two has made designers' e-commerce platform a hot topic of concern.

In the fast developing Internet era, the combination of designers and e-commerce platforms has expanded the audience of fashion and promoted designers and their brands better. People's understanding of online business is getting deeper and deeper. Fashion designers have gradually accepted the way of promoting their own works by e-commerce platform.

In fact, DANG DHUB is not a precedent for designer brands to join hands with the electricity supplier. Before that, the "I-XIU show collection" was the first domestic fashion designer brand online integration store. And many popular clothes. Electronic business platform Different, "I-XIU show collection" test water business niche market, the main designer works for consumers to provide customized services.

There is also a designer brand collection shop, D2C. From the perspective of designers, the platform recommends consumers' latest fashion products at home and abroad, providing customized services. Browsing the D2C website will find that the biggest selling point of the platform is a large number of stars and the designer's original works.

Press comment: different from the general business clothing business ideas, the designer electronic business platform promotes more professional and cutting-edge fashion clothes to consumers, and forms an online shopping channel with the help of the electronic business platform. The direct docking between designers and consumers has reduced the traditional intermediate channel, and at the same time, made designer brand move from behind the scenes to the stage.

It can be said that the establishment of designer electronic business platform makes consumers and fashion closer. Combined with the advantages of Internet thinking and electricity supplier, the development of designer platform is good for people.

　　 Amoy brands subdivision and overweight

Taobao's rules of the game are changing. The Amoy brand is coping with Taobao's big change in the way of "hold together and warm up". In recent years, a series of mergers and acquisitions have been flashing among the brands, and one brand matrix has been gradually formed. Amoy brand Continue to support a sky.

In May this year, the flagship store for children's clothing was formally launched. Before that, apart from a men's wear brand, all kinds of women's clothing brands were not designed for children's clothing. Tang Feng Feng, one of the founders of breaking silk, once said that the inspiration from the field of children's clothing is from consumers. "We have received many pictures of children wearing silk clothing at the same time with their children, so they have sprouted the idea of making children's clothes."

On the other hand, the high-end women's wear brand named "living on the left" launched by Yin man before, priced at 600~1000 yuan, the price of the silk series "Lotus can" is 1000~2000 yuan, while the Korean brand clothing house has the same brand name as "living in the left" and "Lotus" style. Tang Dafeng believes that the development of the electricity supplier has been able to carry a more high-end brand today. "Lian can" is a meaningful attempt, and it can also fill the gap with a strong design style brand in this price range.

Judging from the current sub brand camps of the big Taobao brand, apart from subdividing men's clothing, children's clothing and even women's clothing in the middle and old age, the development of high-end women's clothing brands is also the mainstream thinking of Amoy brands. However, the Amoy brands with multiple subdivision categories are facing new problems, that is, how to maintain the original tonality of multi brands, and integrate the subdivision products and purchase brands into the brand matrix.

　 Layout O2O to achieve linkage between online and offline

E-commerce era, the choice of traditional brands is not the ultimate goal of electricity providers, online and offline linkage to create a complete O2O format Become a brand concern.

As a traditional garment enterprise, Max Chase has started the online layout. Recently, it has reached a strategic cooperation with NetEase to explore new marketing methods for young people. In addition, it has actively explored the help of Internet tools to the physical format. The new services provided by Internet tools such as the whole circulation, cloud shelves, mobile payment and so on this year are all leading in the industry. The strategy of "one shop out of stock" and "nationwide search for goods" has effectively extended the physical space of shops, solved the trouble caused by the lack of color and broken codes, and the mobile payment experience that "no wallet can go out shopping" has brought practical convenience to consumers.

With the update technology to achieve the complete layout of O2O, JEANSWEST uses the online and offline resource sharing mode to integrate the huge entity sales network with the online sales network to provide customers with a diversified shopping experience.

By building its own official mall platform, JEANSWEST plans to launch online payment and offline store pick up service mode, making the network a "front desk" that extends the virtual economy to the real economy. This mode of store to pick up can increase the flow of shops, and let customers experience professional services and enhance shopping experience.

UNIQLO's O2O approach is also worth learning from. In the first half of the year, UNIQLO launched the official mobile application UNIQLO APP. Users can find information about their nearest stores, contact modes, business hours and the range of merchandise sold through location services in application.

The products on the online and offline products of the UNIQLO are the same quality and the same price, which is different from other traditional brands. UNIQLO is equally committed to all users, without membership or scoring system. The traditional brand layout line needs bold courage. It is necessary to think twice before going blindly. Instead, it will hurt the brand itself, rather than consider the online layout of the US as well as the O2O.

　　 Using e-commerce platform to promote brand promotion

The rapid development of the electricity supplier makes the traditional clothing enterprises clearly realize that the times are changing, and the shopping mode of consumers is changing. If they do not change themselves, they will eventually be eliminated. As the first listed company of women's clothing, she started the first development of transformation and development.

In August this year, a TV program called "the goddess's new clothes" was launched in the first quarter of Dongfang satellite TV. Its special feature is that the audience in front of the TV is instantly incarnated to the consumer, who can buy the clothes that he likes on the Internet while watching the programs.

The first domestic women's clothing brand, ronzi, has sponsored the star crossover reality show, which has condensed the goddess, fashion, dress and other fresh elements. Once it was launched, it became a hot topic on the Internet.

The "star + designer + instant sale" mode of "goddess's new clothes" not only brings high cost performance marketing innovation to traditional brands, but also causes a series of new thinking that traditional brands begin to excavate the designer domain, develop the supply chain potential and operate the O2O mode. To some extent, this column has brought a new collision to the development of traditional offline apparel industry.

Another view is that this model is not universality, only suitable for big brands to do marketing promotion. For the vast market of clothing, most of them are not applicable, nor can they bring enough transformation. The combination of television and e-commerce is only a new channel, but it is still too elementary, and there are too many imperfections.

He said that the purpose of participating in the program is more. Brand publicity 。 However, the author believes that whether the two views are correct or not, it is a bright spot that he chooses to conduct brand publicity through a new model. It is worth mentioning that the electricity supplier has become an indisputable part of the operation of the clothing brand.

　　 Cross border e-commerce to achieve resource linkage

In the face of the booming e-commerce platform, traditional garment enterprises are transforming. Among them, 100 round pants industry has made an important decision. In July this year, the announcement of the 100 round trousers industry is going to buy the 100% stake of cross-border e-commerce global Tesco at the price of 1 billion 32 million yuan in the way of issuing shares and paying cash. Global Tesco is a B2C sales website focused on cross-border export and retail sales, mainly clothing and apparel, 3C electronics and other products.

For this acquisition, the hundred round pants industry believes that global Tesco is in line with the current product positioning of the hundred round pants industry. The hundred round pants industry can take advantage of its advantages in electronic retail business and integrate high-quality Internet genes such as B2C, big data operation, Internet advertising, vertical class and retail experience of third party e-commerce platform. Cross border collaboration The clothing three-dimensional retail ecosystem.

Since 2013, cross-border electricity providers have entered the 3 era. In terms of suppliers and suppliers, the mainstream foreign trade factories are on the line, forming a large online and offline integration mode, and officially entering the scale of large foreign trade.