Inventory Apparel Industry 2014: Creation And Growth Of Internet

Over the past few years, most of my annual observation articles have observed and interpreted industry changes from the perspective of the industry.

In fact, the development and change of an industry is not only influenced by the internal environment, but also by the external environment.

In this year's annual observation, let's talk about the relationship between external changes and changes in the garment industry.

At a recent exchange meeting, the author asked a question: is business well done five years ago, or is it a good business this year?

The large number answered that five years ago, business was good.

The author also asked: can you tell us whether business is good in five years or is it a good business this year?

The majority answered that it would be more difficult in five years.

It seems that everyone has considered the difficulties very well, but they can not predict their ability to cope with difficulties.

Everything is done before it is expected to be abandoned. Next, we will comb the 2014 of the garment industry to explore the future trend of the garment industry.

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2014, runner and reformer.

In March 2014, Lin Jiancheng, the former chairman of the alligator group, ran away.

In July 2014, Ding Hui, chairman of the group, ran on foot.

In January 2014, Hongkong was listed on the market. At the end of April 2014, a famous clothing Training Institute in China launched "go to learn retail", and Ding Hui turned to many.

Talk about the way to success. In June 2014, Ding Hui also appeared in the first Boss's "Boss hall" program. He explained to the audience what the spirit of repeated failures and repeated battles and the spirit of "uni" did not lose.

Perhaps Ding Hui ran away unexpectedly, but almost every year people ran on the road. How many stories were there behind the road?

Private enterprises have difficulty in financing and bankruptcy. What have regulators done for private enterprises and what have they done in preventing run and risk control?

In January 2014, Semir announced the suspension of the acquisition of Ningbo zhe Mu Shang. In July, Semir acquired the early childhood education enterprise Rui Zhi group, and began to exert force from the children's clothing to the children's industry.

In June 2014, Kaiser shares announced that it would buy 100% stake in cool cow interaction, and the paction price was 750 million yuan. In December, Kaiser shares were suspended. It said the audit committee of the merger and reorganization of securities would review its purchase.

In July 2014, the company resumed its bid to announce the acquisition of the Huan Rui century. In September 11th, the company closed the reunion paction with the film and television company.

In August 2014, Busen shares announced the restructuring of Hong Wah's agriculture. After restructuring, Busen's major shareholders changed hands to control Hong Wah's agriculture and its controllers. In November, Busen shares announced the suspension of the restructuring of Hong Wah's agriculture.

In October 2014, the hundred round trousers industry announced that it was buying 1 billion 32 million global buyers, and the "100 billion round pants industry" said that the acquisition of global Tesco helps to create a three-dimensional Garment Retailing ecosystem with online and offline resource linkage, digital marketing and supply chain optimization, and domestic cross border collaboration.

The above clothing enterprises in 2014 all kinds of investment and acquisition news, do not exclude some of the poor performance of enterprises think speculation concept cash, do not exclude some enterprises lack of confidence in the main business, the hot concept of speculation, but there are enterprises through resource integration for performance breakthrough and enterprise pformation.

This reflects the fierce competition of garment industry in the background of moderate growth.

Enhance experience and output lifestyle

In 2013,

The experience store renovation project, which started with "one city, one culture, one shop, one story", has launched many furniture shops with local cultural characteristics. Apart from the local culture card, it has also set up a leisure area, where books can be read, coffee and snacks eaten.

At the beginning of 2014, CABBEEN clothing also launched a terminal network integrating clothing, coffee and music, expanding the area of the leisure area in the shop by more than 10%, enhancing the store experience and attracting consumers.

The Cowboy brand JASONWOOD launched the "cowboy kitchen" to customize, modify, regenerate, and DIY the jeans. In addition, the shop also set up a cafe snack area, providing dozens of kinds of food including cat feces, spaghetti and Te Rami Sue cakes.

The clothing and love group opened a large store in Raffles square, Shanghai. Its fast fashion brand SPAO, cafe CafeLugo and steak cafeteria Ashley are popular among Shanghai consumers.

In the era of material abundance, people's demand for physical properties no longer ranked first. Buying clothes is not necessarily a lack of clothing. Similarly, they are not thirsty or sleepy enough to drink coffee.

Life sometimes needs to slow down and change to a state of mind.

In the past, consumers went to a store to shop and another shop to have afternoon tea. Now it is a way of life to shop and shop to consumers. Shopping and afternoon tea are the same thing. It is life itself. Shops are not only shops but also social or living places.

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Which O2O is strong?

In 2014, both Internet companies and traditional enterprises are touting O2O.

XX enterprises cooperate with Ali to build O2O and XX brand to cooperate with Tencent Inc to create online and offline integrated shopping experience. Such news is not uncommon.

In recent years, the clothing industry has been attacked by the electricity supplier, all want to borrow the potential of the electricity supplier, but most of them do not have the team resources of the pure online brand, and the convenience of customers, experience and underground location can not play a role in the pure online brand. Besides, the traditional clothing industry is heavily loaded with long channel system. The relationship between the brand and retailers is very subtle. Vigorously doing business is slander traditional channels, and do not do it and see the fire coming to the door. The concept of O2O is just being fried by the media.

However, there are different ways to do O2O.

Play one, get the franchisee.

The urban beauty is mainly based on the alliance. It buys all the members of the online platform service. The sales performance of the online platform is allocated to the store according to the original registered stores of consumers (members), which relieves the franchisee from the worry of online and offline retailers competing for profits.

In this way, we can fully take care of offline stores and make online platforms a complement to physical stores, providing members with closed loop services under the online and offline businesses.

Play two, get guide shopping.

The main purpose is to direct the retail business. The customers scan the two-dimensional code of the merchandise in the store, then jump to the online shop automatically, and recommend the matching pattern. When purchasing the order, scan the purchase code, scan the code, record the shopping guide performance, and give the customer a certain amount of discount.

The shop is a shopping guide consultant system, focusing on the training of shopping guide. It hopes to guide customers through the form of online interaction to recommend the collocation to customers, and even help customers achieve different scenes of clothing "private custom" to complete the service online and offline closed loop.

In doing so, every performance is related to the shopping guide, which strengthens the service consciousness of shopping guide and improves customer satisfaction.

Play three, online and offline push each other.

Excellent library is a typical customer self selection clothing supermarket. Its O2O is pushed offline under the same line.

Offline experience of issuing online coupons, buying customers to download APP orders to enjoy preferential treatment, while online and offline consumption exclusive coupons, allowing customers to experience goods in the physical store.

In this way, coupons can be used for activities, and customers' online and offline interactive consumption awareness can also be cultivated.

The problem is coming. Which O2O is strong?

The essence of O2O is to make full use of the advantages of online and offline industries to complement each other, and to meet the needs of customers in all aspects of online and offline purchase and service.

The strengths and weaknesses of each enterprise are not the same, which determines the way they practice O2O.

O2O is a kind of evolution of business, and can not be achieved overnight. Enterprises need to make corresponding adjustments in the supply chain, IT system and team building, so as to build O2O suitable for themselves. Now it is too early to judge which O2O is strong.

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Inefficiency will be defeated.

In 2014, many garment enterprises failed in their performance. There were many good news birds, card Nu Di road and seven wolves.

Lining, Bosideng and other leading enterprises.

Rectify the reasons, most of them will be included in the rise of the electricity supplier. The fact is, but one thing that can not be evaded is that the highest return rate of the electricity supplier is also the clothing category. The clothing online shopping experience is not good. The actual body effect is not as good as the picture, the size is not suitable, the fabric is not as good as the imagination, and even has the stock odour or color, but why consumers are always keen on the consumption of the electricity supplier, believe that the price is cheap is an important reason.

Low prices have a lot to do with the organization of products.

The Amoy brand first looks for the proofing proofing trial sale, then looks for a factory under quantity production, simultaneously on-line promotes.

The traditional clothing brand business will open the order meeting half a year or 9 months ago, then send the order to the factory and the factory, and then send it to the provincial generation. The provincial department will send the goods to the retail store again. Some brands will have more links, and the price increase times of the circulation will increase, and the price will naturally be short of competitiveness.

This year, there is a popular word, dimensionality reduction.

Over the past few years, the performance of men's wear brands has declined significantly, among which the reason of retailers is ignored by many people.

All men's clothing retailers with a large scale are acting on several brands of men's clothing. They have accumulated a lot of excellent shop resources, high-quality consumers and rich experience in commodities. They have built self-contained men's wear brands in the collection shops they set up.

Self owned brands, well-known men's clothing brands with agents, share shops and passenger flow, and the style of goods is similar to the brand of agents. The source of goods directly cooperates with factories, bypassing brands, and the cost of purchasing goods is reduced by 100%~200%.

The total market of men's wear has not declined, but the number of retailers' self-employed brands has increased. The market share of old men's clothing has dropped naturally, especially the old men's clothing brand, which is located at the high-end price.

This is also the main reason for the growth of the flagship price competition.

Retailers' proprietary brands are similar to those of Amoy brands. They both destroy intermediate links and face consumers directly. This is "dimensionality reduction", forcing the traditional multi-channel approach to no cost performance.

Those who made the old men's wear brand and the old men's wear brand were also the same people.

Multi channel sales mode is a practice many years ago. It can make use of channel resources to quickly enlarge the brand influence and make the brand small investment.