Experts Interpret The Problems Of Garment Industry And Analyze The Development Trend Of Garment Industry In 2015

Experts on

At present, many problems are interpreted as follows:

The source of domestic clothing predicament: external causes: 1, the downturn in the economic environment.

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

Internal causes: 1, the lack of brand core competitiveness.

2, the trap of comprehensive homogenization development.

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 what trends will the clothing industry have in the 2015 worth paying attention to? That is to say, what will be the trend of the garment industry in the channels, marketing, models and electric business in 2015?

As we all know, now is the Internet age. 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 our entire business mode.

For the clothing industry, what has changed the Internet? What is the impact of the Internet on the traditional clothing industry?

Whether or not we can get a climate is now coming out.

It is also doubted whether the Internet will change the operation of the domestic garment industry, and the result is also coming out. When some people are still debating whether the wholesale market of clothing will spread throughout China, the result will be 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 to the operation mode of the garment industry, that is, the mode of wholesale, agency and even affiliate relying on channels will no longer exist.

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

2. Internet technology means eliminating the direct links of traditional channels rather than saving them.

3., technology has matured. As long as the legal system is built up and the credit system keeps up, the intermediate links of traditional channels will be completely abandoned.

Second: in the entity channel, agents, distributors, trusteeship, affiliation, affiliation and other distribution modes will be withdrawn from the stage of history with the development of the Internet and the electricity supplier. Some people advocate the electricity supplier and friends circle. The so-called brand mode is a very nonsense.

There will be only one mode of operation of the brand in the future, namely direct operation.

Agents, affiliation, trusteeship, distribution and affiliation will no longer exist.

The intermediate links, including department stores, such as agency, franchised, trusteeship, distribution and joint operation, will exit from the stage of fashion brand in order to quickly occupy channels.

The problem that domestic clothing brands are encountering at present is changing from the operation of large wholesale and large circulation channels to the mode of operation based on self operation.

There is no real operation mode that takes 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.

Channel operation, wholesale, agency, joining, trusteeship, joint venture and so on are guided by traditional marketing.

This kind of traditional marketing is a solution to the small market. It is aimed at the business models of merchants, agents, franchisees, and consortium owners in department stores.

Traditional marketing is to persuade a small number of bosses to accept brands and cooperate.

Persuading these bosses can get the resources of these bosses, and the brand can enter the local market.

In order to convince these bosses, the brand takes great efforts to engage in investment promotion, asks masters, stars to create atmosphere, and uses huge bonuses and tempting policies to stimulate bosses to pay.

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 recruit customers, tyrant began to curse, three months can not recruit customers, immediately leave.

When the role of the channel is weakening day by day, when the channel resources are diluted every day, the brand finally loses its customers because of losing channels. All along, the domestic clothing brands have not found where the consumers are, and consumers have no idea what the difference between the A brand and the B brand is.

This is it.

This is the crisis of clothing brand.

That is to say, brand does not relate to consumers, and brands do not link with consumers.

This is the drawbacks existing in the process of brand building.

All the problems of clothing brands are caused by this malpractice, which is caused by traditional marketing which is not suited to the Internet age.

That is to say, the set of traditional marketing can no longer meet the needs of the Internet era, and the way of dealing with agent owners in a certain area has been eliminated.

What should I do? It's very simple.

Let consumers find the brand, let the brand and consumers, and link, and this is the task of 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 kinds of information in the public account, the personal hero deeds of local tyrants and so on are new media marketing.

Or to do activities in micro-blog and push all kinds of promotional information is new media marketing.

Why?

It is a new problem to establish relationship with consumers. It is also the most important problem that many people in charge of garment enterprises want to find out.

All along, the mode of speaking is a very fashionable thing, and it is also the mantra of many people.

For the clothing industry, there are very few words that can really understand the two words.

They regard wholesale agents as a mode. They regard franchised as a mode, and even regard hosting pools as a mode.

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 the traditional marketing is to shift stock.

Now all kinds of masters in the Internet industry and the electricity supplier industry have been involved in traditional industries, including the clothing industry. These guys who have never seen a flat car have suddenly become the Savior of the clothing industry. They have to change the life of the clothing industry, and they are going to be subversive.

As a result, they all juggled out their respective family skills and their secret recipe: O2O, C2B, C2B2C, O2O+C2B micro circle of friends circle marketing mode (the so-called circle of friends agency, joining and so on mode, in fact, is the entity channel play that set) --- friends circle marketing, its essence is to use a new Internet bottle of traditional marketing of old wine, do not understand why there are so many brain damaged pursuit.

These letters and numeral abbreviations, the juggling of these new bottles of old wine became the prescriptions of these masters to the clothing industry, and of course, traditional industries.

Without exception, these noisy moments, the concept of noisy, or model, no case of success.

Therefore, for the clothing industry, there is no cure for all kinds of diseases, nor is there a standard model that is universally acceptable.

There is no so-called mode, only the correct business logic.

There is no such thing as success, only doing the right thing at the right time.

Mode of death dogma, innovation is king.

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.

Local tyrants who are looking for success stories may be disappointed.

Today, there is no need to discuss the importance of the electricity supplier to the brand. This is the only valuable conclusion drawn by many people at a painful price.

Of course, if the electricity supplier is the only solution, it is also overstated.

If today, it is not rational, scientific and objective to look at the relationship between the electricity supplier and the brand, it is obviously not the cognitive problem, but the intelligence quotient problem, which is not included in the discussion of this paper.

Traditional marketing is to seize the channel, seize the following shop resources of agents, seize the funds of agents.

The electricity supplier is facing hundreds of millions of Internet users. Do you not know where these people are? They don't know what they want. What are they interested in? That's the difficulty.

The electricity supplier is a popular market, facing hundreds of millions of large groups scattered in the network, which is the root cause of many traditional brands not to adapt to the electricity supplier.

How does the electricity supplier work? Is there a shortcut? Brushing can make a brand. The answer is negative.

We must accept the fact that Internet must be embraced and new media must be embraced. Otherwise, there is no way to go.

Because only in this way can you find your customers and your customers can find you.

Only in this way can you complete the education and cognition work of the brand.

To put it plainly, many brand shops, no matter physical stores or online stores, have not completed the work of brand education.