There Will Be Many Trends In The Clothing Market In 2015.

[source of domestic clothing predicament]

External causes:

1, the downturn in the economic environment;

2, the transfer of consumption channels brought by the electricity supplier.

Internal causes:

1, the lack of brand core competitiveness.

2, the development of comprehensive homogenization.

3, unrestrained channel expansion.

4, the brand has no soul.

Conclusion:

1, internal factors are the key to the predicament, and external factors are the help of difficulties.

2, existing thinking can not help solve difficulties.

3, big shuffle is inevitable.

Then, in 2015. Garment industry What trends do you need to pay attention to? That is to say, what will be the trend of the apparel industry in the channels, marketing, models and electricity providers in 2015?

I. channels

As we all know, this is the age of Internet. Everyone is in the middle of the network. Whether you like it or not, no matter whether you admit it or not, the Internet has not only changed our life, but also changed the world we live in, and has changed the industry and business we are engaged in.

about Clothing industry What has the Internet changed?

That is, what impact has the Internet brought to the traditional clothing industry? There have been doubts about whether the electricity supplier can become a climate. Now the result has come out. It is also doubted whether the Internet will change the operation of the domestic garment industry. The result is also coming out. When some people are still debating whether the wholesale clothing market will spread around China, the result is self-evident.

Just as the electricity supplier has changed the retail business of physical department stores and so on, it has also brought about irreversible changes in the operation mode of the garment industry, that is, relying on channels for wholesale, the mode of agency and even joining will no longer exist. This problem is also discussed in the sexy marketing micro-blog.

One is:

1, all intermediate links will withdraw from the stage of history.

2, the technical means of the Internet eradicate the direct links of traditional channels rather than saving them.

3, technically mature, as long as the legal system, the credit system to keep up with the traditional channels of intermediate links to the time of abandonment.

The second is:

All intermediaries, such as agency, distribution, trusteeship, affiliation and joint distribution, will be launched along with the development of the Internet and the development of electronic business. Some people advocate the electricity supplier and circle of friends to simply take the crown as the so-called brand mode. Ten, it is very nonsense. There will be only one mode of operation of the brand in the future, that is, direct operation (self operation), agency, affiliation, trusteeship, distribution and joint operation will no longer exist.

The intermediate links including department stores, agents, affiliation, trusteeship, distribution, joint ventures, and so on, will exit the stage of fashion brand in order to quickly occupy channels.

The problem that domestic clothing brands are facing now is the transformation from the operation of large wholesale and large circulation channels to the operation mode dominated by proprietary enterprises. The domestic garment enterprises have not really established the operation mode with brand building as the core and retail operation management as the mechanism. What I used to do was to shake hands with the shopkeeper and collect the money from the channel once through the conference and so on, and then send a supervisor from time to time to do the training. This relaxed and extensive mode of operation of the channel seems to have encountered great problems.

Conclusion:

1, intermediate links, such as wholesale, agency, franchised, trusteeship and other channel operations, will no longer exist.

2, brand competition will be based on self retailing as the core of the retail operation management capabilities.

3, brand building is the only way to get rid of channel dependence and even rely on e-commerce platform.

Two, marketing

Channel operation, wholesale, agency, affiliation, trusteeship, joint venture and so on are traditions. Clothing marketing Directed. As I have pointed out in other articles, this traditional marketing is a solution to the niche market. It is aimed at the business models of the merchants in the department stores, the franchisees and the business owners. Traditional marketing is to persuade a small number of bosses to accept brands and cooperate.

Convincing these bosses, they may get the resources of these bosses' channels. In a logical way, brands can enter the local market. In order to persuade these bosses, the brand will vigorously engage in investment promotion, ask masters and celebrities to create atmosphere, and use huge bonuses and tempting policies to stimulate bosses' pockets. It is clear that the ultimate goal of cooperation is not because of the influence of the brand itself, but on the human relationship.

This is what I call the core of traditional marketing, which is the relationship between Chinese and human relations, which is why clothing practitioners exchange the resources of various agents in QQ group and WeChat group every day. One month can not find customers, the face of tyrant is ugly, two months can not find customers, tyrants began to curse, three months can not find customers, immediately leave!

When the channel function is weakening day by day, when the channel resources are diluted each day, the brand has finally lost the channel, and then the consumers have been lost. For a long time, the domestic clothing brands have not found where the consumers are. Consumers also do not know that there is a difference between the A brand and the B brand. This is the traditional marketing, which is the crisis of the clothing brand.

That is to say, brand does not relate to consumers, and brands do not link with consumers. This is the drawbacks of the clothing brand in the construction process. All the problems of the clothing brand are caused by this malpractice, which is caused by the traditional marketing being not adapted to the Internet age. That is to say, the traditional marketing late set can no longer meet the needs of the Internet era, and it is necessary to recognize that the agent of a regional agent has been eliminated.

It is very simple to let consumers find brands and let brands have relations with consumers and generate links. This is the task faced by new media marketing. Traditional clothing brands must embrace the Internet and embrace new media marketing. But now there are many misunderstandings. Some people think that in the circle of friends, all the information in the public account is pushed by the public account. The personal heroic deeds of local tyrants are new media marketing.

Conclusion:

1, traditional marketing has lost its role in the Internet era, and "persuading a few people to get" human relations "can not persuade the brand consumer group."

2, the brand must learn to transform from service niche agent owner to serving the public consumer.

3, brand must use new media marketing and consumer relationship, generate links.

Three, mode

All along, the mode of speaking is a very fashionable thing, and it is also the mantra of many people. As for the clothing industry, there are few and two words that can really understand the pattern. They regard the wholesale agent as a mode. They regard joining as a model. What is the mode? Simply speaking, the mode is the whole solution.

At present, the wholesale agent that the clothing industry regards as the mainstream, or the hosting pool, can not be called the mode, because this is not a whole solution. At best, I just gave the goods to the channel, which means I often say that traditional marketing is focused on inventory.

Now the Internet industry, all kinds of masters of the electricity supplier industry have access to traditional industries, including the clothing industry. Even those guys who haven't seen it have become the Savior of the clothing industry. They are constantly changing the clothing industry's life.

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As a result, they all juggled out their respective family skills and their secret recipe: O2O, C2B, C2B2C, O2O+C2B/ micro business / friend circle marketing mode (the so-called circle of friends agency, joining and so on mode, in fact, is the entity channel play that set) -- friend circle marketing is essentially the use of an Internet new flat traditional marketing of the old wine, do not understand why there are so many brain damaged pursuit. When people are abandoning these intermediate links, is it not strange that some people sell these outdated things hoarse? These letters and numeral abbreviations, the vintage of these new bottles of old wine become the clothing industry that these masters give to - of course, including the prescription of traditional industry expulsion.

Without exception, these noises are temporary, the concept of white shift is noisy, the model is not worth mentioning, and there are no successful cases. Therefore, for the clothing industry, there is no universal cure for all kinds of diseases. Remember what I once said on Lu Xiao Zhou micro-blog: there is no mode, only the right business logic. I have seen many masters summarize the various modes of brand marketing and supply chain, such as the traditional mode of fast fashion mode, the electricity supplier mode, etc., but I have to pour cold water into it. There is no so-called mode. Only with correct business logic, there are no so-called successful cases, only the right time to do the right thing, the mode of dogma, innovation is the kingly way.

Therefore, for the clothing industry, it is not to find a unified model, but to formulate strategies to adapt to market development according to their own brands. Those who want to find a successful case everywhere may be disappointed.

Conclusion:

What is the essence of all the models? After careful analysis, you will find that it is still a solution for a clerk: how to make the brand find the consumer and how to make the consumer find the brand. To put it plainly, it is still a matter of solving the connection between brands and consumers. As mentioned earlier, traditional industries, including the clothing industry, have never solved this problem.

Now we suddenly find that the use of the Internet and mobile Internet can help consumers find brands and let consumers find brands. So, various conceptual models emerge as the times require. Of course, if you solve this problem, and abandon the Internet can solve this problem, why bother? What is the concept of what pattern?

In this way, you will find that there is no mystery about the concepts and modes sold by the great masters.