Interpretation Of The Development Trend Of Traditional Garment Industry In 2015

　 First, channel

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 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. This issue has also been discussed in micro-blog on sexy marketing.

　　 One is: 1. all the 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.

The second is: In the entity channel, agency, distribution, trusteeship, affiliation, affiliation and other distribution modes will be withdrawn from the stage of history with the development of the Internet and the electricity supplier.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 mode of operation dominated by themselves. enterprise 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.

　　 Conclusion:

1, intermediate links, such as wholesale, agency, Join in The operation of channelization, trusteeship and joint operation will no longer exist.

2, brand competition will be based on self retailing as the core of the retail operation management capabilities.

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 is Chinese style human relations, which is why apparel practitioners are changing every day in QQ group and WeChat. Agent The root cause of resources: no customer resources, god horse marketing director is also unable to go on. 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.

There is a set of clothing brand data to illustrate the danger of this barrel of gunpowder. [clothing brand store data] in the first half of 2014, there were 347 stores of seven wolves, 73 of nine Mu Wang Guan stores, 53 of the Kun NDI Road Customs shop, and 46 of the "nore" Guan shop. 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.