Guess What Happens In The Clothing Industry In 2015?

In recent years, all walks of life are not very prosperous, and many people may not want to know what will happen in 2015. They have been entangled in why the clothing industry is in deep trouble. Just as micro-blog has two micro-blog, it can be used as an answer.

First, [domestic clothing External sources: 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 trap of comprehensive homogenization development. 3, unrestrained channel expansion. 4, the brand has no soul. Conclusion: 1. The internal cause is the key to the predicament, and the external cause is the help of the predicament. 2, existing thinking can not help solve difficulties. 3, big shuffle is inevitable.

The second is: Women's clothing closes up. The brand has to release all the conditions to expand its business, and the 100% return mode, all the decorating props and rent subsidies can't save the company. In such a market environment, do franchisees still dare to join in? The crisis of women's clothing is not a problem of joining the policy, but a total outbreak of the accumulated development pattern over the years, and many women's clothing brands will go bankrupt. Some people ask, what exactly are these conditions? Answer: 1, research and development of Shanzhai, 2, imitation of products, 3, development of arbitrary, 4, extensive management, 5, poor construction, 6, backward personnel, 7, strategic lack, 8, tactical confusion, 9, conservative thinking, 10, innovation on mediocrity.

Many people blame the impact of the electricity supplier on the current decline of the clothing industry, which I have always said is wrong. The impact of the electricity supplier is only an external cause. It only changes the shopping path of customers. But at the same time magnifying sales, those in the physical channel of the brand, still in the electricity supplier has made amazing sales results, that is the case. That is to say, the root cause of the downturn of the garment industry is the internal cause of the garment industry. The various problems accumulated in the development of garment industry these years seem to be a gunpowder barrel. The electricity supplier is just a spark. The two meet finally detonated the crisis of the clothing industry, and the powder barrel finally got out of hand.

There is a group of clothing brand. Guan Dian The data are enough to show the extent of the danger to this barrel of gunpowder. It also comes from micro-blog: the first half of 2014, there are 347 stores of seven wolf stores, 73 of nine Mu Wang Guan stores, 53 of Hinur's customs shop and 46 of Customs stores. Giordano closed 74 retail stores in the three quarter. In 2013, seven wolves shut down 505 stores. There are 88 stores in IgG and 38 stores in Esprit. Giordano stores 165 stores.

The brand failure of the garment enterprises in Fujian and Zhejiang provinces and the loss of the owner's running are the fatal lethality of the clothing industry.

To be sure, the powder barrel of the clothing industry will continue to explode in 2015, and the clothing brand will continue to fail. The powder keg in 2014 is only a small area to release the power of the explosion. The explosive equivalent of the powder barrel in the clothing industry in 2015 will surely make people even more speechless.

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?

I. channels

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 the industry and business we are engaged in.

For the clothing industry, what has changed the Internet? What is the impact of the Internet on the traditional clothing industry? There have been doubts about whether the electricity supplier will be able to achieve its climate. Now the result has come 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 Online retailers In order to change the retail business of physical department stores and so on, it has also brought about irreversible changes in the operation mode of the apparel industry, which means that wholesale, agency and even affiliate modes relying on channels will no longer exist. This problem has also been discussed in micro-blog.

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, that is, direct operation (self operation), agency, affiliation, trusteeship, distribution and joint operation 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 facing now is the transformation from the operation of large wholesale and large circulation channels to the operation mode dominated by proprietary enterprises, because domestic garment enterprises do not really establish a mode of operation 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, the intermediate links, such as wholesale, agency, franchise, trusteeship and joint operation, will no longer exist. 2, the brand competition will be the retail operation management capability centered on self retailing. 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, joining, trusteeship, joint venture and so on are guided by traditional marketing. 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 investment agents, 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 the crisis of traditional marketing, which 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. How to create new media marketing?

Conclusion: 1, traditional marketing has lost its role in the Internet era. It is impossible to convince the brand consumer group by persuading the minority of the "human relations theory"; 2, the brand must learn to transform from the service niche owner to the service public consumer; 3, the brand must use new media marketing and consumer relationship to generate links.