Changes In The Development Mode Of Wenzhou'S Clothing Under The New Normal

The end of 2014 may not be a year of delight for all garment enterprises. This year, the Chinese apparel industry is facing the pformation examination, and the digital indicators of the garment industry have changed from Crazy growth to rational regression.

New sail in 2015, facing the new normal of the steady growth of the garment industry, "dare to be the first".

In what way will we find a new "direction" for future garment development in the new market environment?

"O2O mode" is the biggest turning point

2014 is a rich year for the development of China's electricity supplier.

Various data show that online shopping and online consumption have become the mainstream consumer behavior of Chinese consumers. For the apparel industry in Wenzhou, the external consumption environment of the market has changed significantly, and the traditional retail mode has to make corresponding changes. This forced traditional clothing enterprises to start testing O2O.

This year, many Wenzhou brands have taken the first step in O2O. The clothing Custom Brands represented by Cioffi, JOFFE, KoKo and so on have formed a "personalized custom Street" in Wenzhou city's open source road.

Zheng Chenai, President of the Wenzhou clothing trade association, said that his apparel is also considering setting up a custom shop here.

He believes that the open source road near the city road, Station Avenue, is the two main centres of political and financial areas in Wenzhou. With the opening of shops such as the surrounding teahouses and clubs, the conditions for customizing a street have been preliminarily formed. If there are other custom shops such as men's wear, jewellery, glasses, etc., they can be settled, or they can become personalized shopping blocks like the Saville street in the UK.

O2O is a new opportunity for almost all industries, and American Apparel is no exception.

With the help of O2O mode, Smith Barney hopes to attract a large number of consumers and maintain loyal fans.

Since then, we have consolidated our position on this basis, launched the brand products with superior quality, and successfully entered the hearts of consumers again, seeking innovative breakout.

Through the online launch of the US bond APP to guide consumers to buy offline, online payment to open the line and mobile clients, the United States also recruits and manages members through WeChat platform to open mobile terminals and stores.

The seamless connection between online and offline is the seamless connection between stores.

For example, under the line shortage, through the national online and offline supplement, such as online and offline, sending red packets to guide customers to cross platform shopping.

The problem of broken code and broken color in offline sales is a pain spot often encountered by customers buying clothes. Now it can be delivered directly to customers through backstage orders, while customer satisfaction is also effective in promoting sales.

In addition, the Bon network has made a brand new revision, including the mobile phone interface. Meanwhile, the United States has more efforts to guide customers to buy online and offline without borders.

Big data achievement 020

In the era of Internet, the influence of big data is increasing day by day. The clothing industry is a highly competitive industry and has a very close relationship with the market.

How to excavate useful information from big data and enable enterprises to get the correct analysis, screening and mining as the basis and means of decision-making is the direction for every enterprise to continuously explore and strive for.

In this piece of reform and innovation, Cioffi's clothing is expected to provide consumers with comfortable Internet service through offline coffee shop, leaving consumers in the store, providing high-speed WIFI environment and comfortable coffee experience in the store. Users can browse the web or Qiao Feiding's APP software freely when they drink coffee.

"According to the traces of each consumer browsing the web, they will be given different labels, representing their preferences for products and habits.

When we label every consumer, it means that we should divide the consumers into finer groups and carry out targeted marketing activities.

In the supply chain, Cioffi can enable the international advanced customization process according to the different needs of customers.

From the moment of customer order, customization begins.

The designer chooses the corresponding styles and fabrics according to the customers' needs, records the customer's three-dimensional information accurately through the scanning of 3D, forms the database, calculates the edition accurately from the database, carries out the volume according to the fabric's telescopic performance, then automatically cuts and splits, and completes the individualized demands of different customers by combining information technology and intelligent new industrial age technology.

Wenzhou clothing enterprises in the implementation of O2O mode and big data, such as Semir, reporting birds, and other enterprises have made a good try, such as the bird in the near 900 terminal stores online offline experience to promote the advanced customization: customers in Tmall order, report birds, more than 900 stores nationwide business linkage, 300 volume division teachers on standby, promised 72 hours within the volume, 360 hours to deliver goods.

UO, the sole and fashionable brand of the women's clothing brand, is online and offline to achieve the same price. Before the sale, WeChat will send the new product to consumers, and sell the beverage area at the store terminal to communicate with customers, so as to understand the needs of the target customers to their brand.

Through regular after-sale customer seminars, sharing sessions, theme party and other activities, customer follow-up and maintenance have won more improved data and won a large number of loyal consumer groups.

In constant exploration and trial, Wenzhou clothing brands began to grasp and make use of big data analysis, providing favorable protection for enterprises to formulate strategies.

Cross boundary cooperation for win-win situation

Brand crossover is not simply copying, combining, grafting, but finding common with one another.

Language, generality and inclusiveness, and the crossover between brands can have all the possibilities of concentric cooperation.

Although it is not easy to win a win-win situation across the border in the course of operation, consumers will undoubtedly prefer the stores with different industries.

Also, as the shoe and clothing commentaries, Ma Gang said, "people's consumption is no longer satisfied with simple purchase behavior, but more eager to pursue consumption space and mentality.

Similar multi dimensional brand crossover brings one-stop experience is the future trend.

Wenzhou clothing also has a good example of doing a good job in cross border business. For example, after the successful implementation of the multi brand strategic layout of Semir's clothing industry, it has also built a children's theme park, which includes children's industry research, industrial incubation and children's experience, intelligence, education, training, entertainment and commerce. It has acquired the early education brand "genius baby" and "little earth", and now it has a layout to build Semir school.

It has made a good layout and model in the pboundary operation of the children's industry.

In addition, Cioffi women's clothing custom into the coffee culture, bundled marketing, the customer experience effect to the extreme.

In this regard, Chen Qixiang, Secretary General of the Wenzhou clothing trade association, believes that the perfect combination of phenanthrene and cross boundary business has also made a good revelation for the industry. Customers can enjoy the coffee while enjoying the costumes. The two fashion elements can be perfectly integrated, and the fashion experience will be more. Customers who love clothes and coffee are very common, so the customer resources can be magnified, and more topics can be exchanged between customers and brands.

It is also a good try. Recently, the development of Cioffi women's clothing has been developing rapidly, and many stores in the short term have highlighted the success of its model.

Marketing crossover is permeated and fused with each other through industry and industry. The mutual reflection and mutual interpretation between brand and brand make the brand image and brand association of enterprises more tension, thus changing the disadvantages of traditional marketing mode that brand individual combat is vulnerable to competing brands and weaken brand penetration and influence.

Editor's note: 2015 is the most critical year for the development of clothing in Wenzhou. The opportunities and challenges faced by the industry are unprecedented. Wenzhou garment enterprises should abandon the excessive commercial circulation and dazzling marketing mode, return to the essence of products, and take the determination of "taking the road as hard as iron, but now step forward", focus on the rational layout of the channel and the shaping of brand genes, and do well in the differentiation of brand culture; at the same time, strengthen the matching.

To promote industrial upgrading and development; in the new starting point and new journey, enterprises should do well in consumer demand analysis, pay attention to customer experience, strengthen the integration of industrial resources, enhance their core competitive advantages, and maintain a high degree of confidence, perseverance and innovation in order to make brilliant achievements in the new round of industrial change.