Whisper To You: The Secret Behind The Sale Of Costumes

At the end of 2014

At the industry exchange meeting, a guest asked the head of the clothing company, "did you do business well five years ago, or did you do business this year?" most people answered that five years ago, business was good.

The guests then asked, "do you think business is good in five years or is it good business this year?" most people replied that it would be more difficult in five years.

It seems that everyone has considered the difficulties very well, but he can not predict his ability to deal with difficulties.

Although the electricity supplier channel has subverted the whole business rule, the traditional channel still occupies the main body of brand sales, especially now there are more and more "return to the store" voice.

Before the Spring Festival, the sales season of clothing brand is in the prime stage, so the families are well prepared to deal with the last wave of sales before the festival.

Under such circumstances, this magazine decided to "go to the shops" and take the Beijing market as the representative to go deep into the scene of the clothing brand sale.

In the current sluggish sales environment, what brands become "exceptions" and what makes them "exceptions"?

Although it is slightly one-sided, it is still evident.

Which one is strong before sales?

In this study, the correspondent of the magazine was divided into several sections. In January, 10 and 11 days ago, they went to Xidan, Wangfujing, SKP Xinguang world, Chaoyang Joy City, Cui Wei Department store, Sanlitun Taigu Li and other Beijing main business circles to "settle down". Through personal experience of brand products, display, service and other hardware and software, as well as statistics of brand two hours of traffic and purchasers, to find which brands are more popular in the current environment.

In the field research, the first thing that journalists can feel is that today's store is not easy. Although the prime time of weekend time has been chosen, customers are far from expected.

Traditional department stores use all kinds of means, and the big sales promotion measures such as "full half off", "full back and down" and so on, have not attracted too many customers, and the overall traffic volume is not large.

Some shopping centers and stores, driven by other facilities such as food and entertainment, have relatively high volume of traffic. This also shows the future direction of the development of physical department stores.

But through observation and statistics, reporters found that there are still some brands that enable consumers to open their wallets.

Such as men's wear area hainang home, wick and Mark Ed Faye, high-end high-end women's clothing brand ICICLE, JORYA, AMASS, fashion women's wear brand DAZLLE, Taiping bird, designer brand exception, Jiangnan cloth, foreign fast fashion high-end brand MassimoDutti, COS, and sports tide brand Adidas Originals, New Balance, etc., compared with other similar brands, their traffic and bag rate are slightly better.

For example, Hai Lan's home, exceptions, ICICLE and Jiangnan Buyi bag rate can reach 15% and above, while the high-end brand COS belonging to H&M group and the Massimo Dutti group affiliated to ZARA group can even exceed the bag rate of more than 30%.

Although some high-end women's clothing brands do not have much traffic volume, the bag rate and passenger unit price have increased the overall sales volume.

Why are they selling well?

Since they can stand out in the overall downturn, these brands will have their own "killer" products, whether they are products, services, brand influence, or marketing methods.

But overall, we can see that the following aspects are important reasons for consumers to choose to buy.

First of all, cost-effective.

According to the statistics of the China National Business Information Center, the growth rate of retail sales of clothing products in Beijing decreased from 21.3% to 3.1% in 2011~2014, a sharp decrease of 20 percentage points.

This is mainly due to the slowdown in economic growth, the slow growth of household income, the decline in consumer demand for commodities, the upgrading of sales channels, and the rapid rise in commodity prices.

It is also in this environment that consumers are more sensitive to prices, which is also one of the reasons why online shopping has been criticized for a long time.

Therefore, when consumers purchase entities, they will still consider whether the product is "worth the price", so the products with good quality and low price are, of course, "good sellers".

Such as Hai Lan's home, PEACEBIRD

DAZLLE, Jiangnan cloth Yi and so on all win this way.

Secondly, quality is good, design is good, product is king.

"Product is king" is the view that more and more entrepreneurs have paid attention to and recognized in recent two years.

Information is becoming symmetrical and consumption upgrading is becoming more and more obvious. Consumer shopping is becoming more rational. Therefore, the demand for products is getting higher and higher.

Such as Victor's high standard in print and fabric, all of them use natural fabrics like cotton, linen, silk and wool, and exceptions and unique design styles.

Again, intimate service, convenient to buy.

Nowadays, consumers are no longer satisfied with buying online or offline. Instead, they want to be able to purchase at any time and anywhere, so the brand that can truly achieve O2O is more likely to satisfy consumers.

Such as E.P, AMASS's after-sale WeChat reminder, as well as Yi Hui's own shopping guide collocation and real-time push to target customers, so that they can not get to the store can also buy the latest clothing, and even help customers realize different scenes of clothing "private custom", improve customer satisfaction.

What is the secret behind sales?

To achieve the above points, can we win the "heart" of consumers? In fact, the appearance is easy, behind it is a series of brand strategic deployment.

Brand must be precise to target customers. Now the market is becoming more and more subdivided. There is no concept of "big and complete". The more detailed and in-depth understanding of the target audience, the better.

But the martial arts of the world can not be broken quickly.

Improving efficiency plays a vital role in brand promotion and cost performance.

By improving the supply chain and building the business model of price advantage, the brand will enhance its performance price ratio.

First, simplify the supply chain. For example, Hai Lan's home can reduce product cost and reduce inventory by building intelligent logistics distribution center, ERP system, etc. Two is to optimize the purchase link, such as UNIQLO, GAP and so on, through integrating technology, platform and system, to open up online and offline platforms, so that shopping can be more convenient.

In building O2O, the brand must be Internet based and must embrace new media.

2014, the two dimensional code street, WeChat to connect everything, Alipay and UnionPay POS grab the offline collection business, China's entry into the industrial age to the Internet era of pition, all goods and services will be from physical and offline to virtualization, online and physical integration, so the brand can only make good use of the Internet and mobile Internet channels, in order to make full use of the advantages of online and offline, complement each other, and complete the needs of customers in all aspects of purchase and service.

In any case, 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 mode, only the right business logic". The brand must formulate strategies to adapt to market development according to the conditions of their respective brands.

But ultimately, the core point is to let consumers find brands.

The relationship with consumers generates links.

In this sense, where the shop is not important, the form of the shop is not important. The important thing is that the brand must be in the minds of consumers.