China'S Clothing Industry Is Facing The Embarrassment Of "Offline Distress And Hot Online".

In the Internet age, big data can be displayed. The data from social networking sites are large and vivid, representing the real thoughts of specific netizens, reflecting what they want to do.

In recent years, China's

We are encountering the embarrassment of "offline distress, hot line". How to change the strong contrast between the online and offline apparel industry in the Internet age? Let's take a look at the latest report with Xiaobian.

So, how to deal with consumer scenario pformation and brand migration? How can retail stores adjust their attributes in time to enhance consumer adhesion? Intime shopping mall is working with Tmall, Wangfujing mall is joining hands with WeChat.

The retail business heralds the start of a change.

How the brand attaches importance to the power of these data, makes the brand more close to consumers, deeply understands demand, and then creates consumer demand.

The "consumer" in data is no longer a vague group, but a "whole person" supported by massive and fragmented data.

The nineteenth session not long ago

On the basis, Fang Jianhua, chairman of the women's clothing, believes that the core of big data is still based on the understanding of consumers. The traditional clothing enterprises have no way to control the details of the terminal consumers, so it is hard to collect the members' information of the brand.

However, under the Internet channel, we can control all the consumers' data and conduct effective analysis. We can do a good job of customer segmentation and push goods to customers' preferences.

As a result, small niche websites, which rely on fans' economic growth, are beginning to take the lead. A large number of websites that push articles based on individual groups have started to rise. Building brand communities means that users can be launched through brand stories, brand values, brand ideas or philosophies, so that users can become supporters and form a common concomitant with brands.

With the formal commercial application of 4G, the popularity of WiFi access, consumers increasingly rely on mobile phones, tablets and other mobile devices, and become normal at any time and anywhere. Consumers with mobile terminals no longer need to "go shopping". They are shopping everywhere, bringing new user habits and consumption patterns.

In the face of fast-moving consumers, enterprises should also move quickly to keep pace with the progress of consumers.

How to view from the perspective of consumers

The meaning and direction of the period show the good clothing that consumers love.

In the flight interview of China Fashion Forum, many entrepreneurs have different feelings about the great market changes that they are going through. But they invariably talk about a thought-provoking question. That is, under the great changes, behind the series of flashy and noisy things, they should return to the essence of clothing and identify the brand's own values and brand culture.

"Cool Qingdao store opened 18 days and sold 3 million 120 thousand."

Zhang Yunlan, chief executive of red collar, said in an interview with Ruyi 2015 China fashion forum that the market has changed radically, and customization is the future direction.

As a result, the red collar launched a customized brand named cool in 2014.

Customers order online, then make an appointment. Designers create unique clothing according to their consumption needs, and the price is reasonable.

Consumption upgrading and social pformation are pregnant with too many consumer blind spots and business opportunities. The urgent task for the garment industry is to re understand the Chinese market and rethink where our customers are and what their real needs are.

How to integrate modern consumer habits with offline brands, and connect new channels with new technologies, so as to establish a real connection with consumers.

Xia Guoxin, chairman of Shenzhen's Limited by Share Ltd, said: "enterprises must start thinking about all the problems of the enterprise with the Internet thinking.

This kind of Internet thinking includes the way of management, marketing, maintenance and sales of the company.

In his view, Internet thinking is still the focus of attention in the apparel industry.

Focusing on the clothing industry and making the costumes the ultimate need is not only the change of thinking in the Internet age, but also the deep excavation of professional technology and the presentation of aesthetics.

As the technology and means of communication, connection and even the armed industry itself, Internet thinking is the only way for the brand to follow the trend, to lock the consumer community and pform the community's ability to connect to the community.