What Impact Does "Internet +" Bring To The Garment Industry?

This is a word must be called.

The era.

If we turn over the news, if any new measures are introduced by the clothing enterprises, or if there are new strategic layout announces, there must be "Internet +" and heavy colors.

It's like an artifact, a elixir of medicine, no matter what industry or product it is, so long as it attaches "Internet +" to the label of Internet thinking, it suddenly appears to be high-end and foreign oriented.

Even in the eyes of many people, it has the power to turn corruption into magic.

For a time, everyone was talking about "Internet +" enthusiastically.

However, everything is too high and too dense. The exaggeration of exaggeration will inevitably make people feel a little disgust.

No, a few days ago, some scholars came up and said, "Internet thinking is almost nothing new, or even wrong.

If a person keeps saying that the Internet is thinking, there is no thinking. "

(Economist Xu Xiaonian's speech at CEIBS)

There is a natural debate here, no matter what is right or wrong, different voices, let us at least calm down, let us think in a different way, open up numerous and bustling scenes, and try to see the world clearly.

From a rational and objective point of view, we must affirm the Internet to apparel enterprises and

The subversive innovations and revolutions brought about by the new era define the changes brought about by our new concepts and technologies and our future imagination.

However, it is also necessary to see clearly the actual situation of oneself, establish correct and objective cognition, prevent parting from others and blindly follow suit.

"Internet +" has three key points for clothing enterprises.

1. main lines, pformation and upgrading and cross-border mergers and acquisitions.

The Internet revolution is deeply affecting the traditional clothing industry. Transformation and upgrading and cross-border mergers and acquisitions will be the main theme of promoting the development and pformation of garment enterprises.

The dazzling touches and mergers and acquisitions of the apparel industry are constantly emerging. The leading companies in the industry are speeding up by the Internet, constantly expanding the industrial chain horizontally and vertically through mergers and acquisitions, and expanding the new growth space.

The theme of the whole year is undoubtedly "Internet +". The growth value of the industry's leading companies is being reconstructed, and a new round of value Nuggets is opened, and industrial efficiency is accelerated.

The 2. core is to reconstruct the mode of consumer communication.

"Internet +" has become a wave and an outlet, which is rapidly penetrating and pforming the garment industry.

But the essence of business is insight into human nature.

No matter technological progress, industrial upgrading, business pformation or mode innovation, it is all about consumption and consumers.

This is exactly the origin and core of clothing enterprises in coping with all kinds of changes.

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.

From product to channel to experience, how to reconstruct the communication mode between brand and consumer is the biggest challenge for garment enterprises.

3. cornerstone, highlight interaction.

With the re examination of the traditional enterprise value chain, the "value circle" of the Internet era has been created.

In this era of "Internet +", slogans such as focus, extreme and word of mouth spread, impact and even subvert all industries.

The popularization of new media such as micro-blog and WeChat has changed the mode of information dissemination and publishing path, and has entered the era of "all people to all".

People connect through the Internet in real time, forming a huge, invisible but true feeling force.

The future business pformation will no longer be confined to the symmetrical change of business information. It will no longer be limited to the continuous innovation of information technology. It will no longer be limited to the pformation of consumer demand by price form.

Brand is no longer simply presupposed by enterprises. Consumers are more and more involved in the definition, formation, operation and marketing of brands. Users decide to make products they want together.

To highlight the characteristics of Internet thinking, the most important thing is to highlight interaction, but more importantly, how to interact.

Undoubtedly, the Internet has penetrated into various industries and penetrated into the whole chain of enterprise operation. Internet will become the most critical word in the next wave of business.

But in any industry, there is a thinking innovation of industry characteristics. Internet thinking is not an artifact that subverts everything. On the contrary, the application of Internet thinking has certain boundaries.

Whether it is Internet +, Internet thinking, or what fresh rhetoric, unauthorized use of new technologies, new concepts and new thinking, changing ideas and business concepts, optimizing the value chain of business operation and exploring more opportunities, this is the winning way of the Internet age.

Under the influence of the Internet, a practical case of fashion fashion

The grafting of the Internet in the traditional clothing industry has brought about the evolution of fashion buying and selling. The modern lifestyle has grafted traditional clothing industry, making Shenzhen quietly emerging new formats such as original design and high-end customization.

There is no doubt that consumers and clothing brands are seeking change.

1. garment production plant: the size is smaller.

"Now our factory has only more than 300 people, compared with the past more than 2000 people, the scale has been reduced a lot."

Ji Wentan, deputy general manager of Shenzhen billion Hong Run Limited company, said that six or seven years ago, there were two factories and more than 2000 people in the most prosperous period.

Talking about the reasons for the smaller factories, Mr Wen pointed out that on the one hand, the increase in labor costs is another reason for the company's desire to do more professional things.

The company is better at sales and design, and now some garments will be outsourced to Jiangsu or Wuhan.

At present, the billion Hong run factory is just making some model sheets and some small batch orders, or making some more complicated ones.

The factory is smaller, making it easier for Ji Wen Tan to give her time to think and decide more and more important things, such as how to increase value added services.

In the past, the garment factories in Shenzhen were doing big business, and the garment processing plants with tens of millions of foreign trade orders were everywhere, but with the increase of labor cost, logistics cost, raw material cost and rent cost, layoffs became the main theme of large foreign trade garment processing plants.

Nowadays, garment factories including Shenzhen garments, an old clothing exporters, have all reduced their size.

The production of garment factories such as billion Hong Run has become smaller. It is a small spray in the tide of pformation and upgrading of garment industry in Shenzhen.

In the pformation and upgrading of garment industry in Shenzhen, almost all garment processing factories are being reduced. Thousands of garment processing plants have become thousands of people and hundreds of people are not rare.

Fortunately, thousands of Shenzhen clothing brands stayed in Shenzhen. They reduced the factory and outsourced garment processing to the mainland, while turning the enterprises into fashion, internationalization and diversification to increase the added value of clothing brands.

2. the new clothes in the market: the price is more expensive.

It is easy to see that the price of clothing in Shenzhen has become more expensive.

Whether it is COCOPARK or Tianhong and Mao ye, a skirt with simple cutting and general material is often priced at 1000 yuan.

The price of clothing brand targeted at white-collar workers is "up".

Some consumers reflect that in the past, OZZO wore the 500~700 skirt, and now the brand skirt has entered the ranks of thousand yuan.

Shenzhen's first-rate clothing prices targeting high-end customers are even higher.

In March this year, in Beijing, we went to Yansha friendship mall on Liang Ma Qiao road to understand the price of Shenzhen's first-line brand clothing.

A suit priced at more than 6000 yuan, a dress marked 7000 yuan, is a well-known brand dress price in Shenzhen, which is more than 20% higher than last year.

With the salary of white-collar workers, of course, they can not afford these high priced clothes, but these clothes are not short of "paying the bills". A pair of mothers and daughters met in the interview to buy three "high priced" costumes, which cost nearly 20 thousand yuan.

Why is it so expensive? When it comes to this problem, the clothing business owners have a lot of bitter water: "high-end clothing brand terminal sales channels have two ways to open stores and enter shopping malls. The investment of the exclusive stores must be calculated in millions of yuan, and the entrance fees for shopping malls also need hundreds of thousands of yuan, plus the decoration fees, rents, labor costs and other factors, which have promoted the pricing of clothing."

3. buy clothing online: love brand tail goods.

In the tide of Internet, consumers are becoming the promoter of the pformation of traditional garment enterprises.

Miss Ma, who has been wearing big names for years, now falls in love with online shopping. This pformation is undoubtedly the new clothes that are becoming more and more expensive in traditional stores, as well as the top 1 costumes that are frequently cleared on the Internet for 80 percent off or more.

Miss Ma's shopping experience is: to buy familiar brands, even after season products, is better than Shanzhai.

Favorite brands have spawned a super market for selling brand tail goods on the Internet.

Sale in mid May

Vip.com released the unaudited financial report in the first quarter of 2014, showing that vip.com achieved six consecutive quarters of profit and the main performance indicators continued to maintain three digit growth.

"Some of the late season goods will be sold on vip.com."

Li Feiyue, chairman of the blue wardrobe fashion group, said that every sale is very impressive, and 3 to 4 days will be able to recover 1 million yuan of funds.

However, some other clothing brands in Shenzhen will recover more cash.

Cao Zhang, chairman and general manager of the company, said that sales of vip.com in the first quarter of 2014 increased by 150% compared with the same period last year.

In the interview, the brand owners also said that in order to protect the brand, the clearance of tail goods can not be done for a long time.

Vip.com CFO Yang Donghao pointed out that the clothing industry's tail cargo is a normal phenomenon. Clothing is a very personalized product. Its cycle from design to production to retail is very long, often reaching 12 months, or even 18 months.

Such an industry will produce a result: no one can accurately predict how much SKU can be sold for every brand of a brand garment.

Why do more and more consumers choose to buy the brand tail goods? The survey found that almost every person surveyed had had a painful shopping experience, such as the wrong goods, returned goods, difficult products, fake products, etc.

In the interview, online shopping trendy people summed up several reasons: quality is guaranteed, returns are fast and the price is close to the people.

More importantly, I have tried to wear these brands of clothing, understand size and specifications, do not go back and forth.

There is no doubt that online shopping consumers are also growing.

4. clothing business: cross boundary into a trend.

Ji Wentan runs a "pure handicraft workshop" near the TCL creative garden, which runs traditional handicrafts such as Suzhou embroidery. It is a small Art Center open to guests and friends. It is seeking cooperation with artists and is open to the public.

Nowadays, it has become a fashion to enjoy paintings and listen to music at high-end clubs in Shenzhen's clothing brands.

"Maybe you love more than just my clothes, but a beautiful way of life."

Li Feiyue, the pink wardrobe, is trying to cross the border business. He describes the cross border art life in the future clothing store: you can sit in the art space across the border, have a cup of coffee, watch old movies in a small room, enjoy the art of flower art, and even learn how to appreciate music.

In Li Feiyue's eyes, there are only a small number of places for fashion sale in the future cross-border space experience. Other spaces can carry out art salon, fashion PARTY, and cross arts education, such as learning piano, poetry and so on.

"I hope that while selling clothes, we can sell crossover artistic thinking."

Li Feiyue said that the space of 1200 square meters on the two floor of Huaqiang North "Century Shopping Mall" will be opened to consumers nationwide in August this year, which is an attempt to cross the border.

Before taking the big space to try to cross the border, Li Feiyue was trying to cross the border with small steps.

For example, there are two big flower beds in the COCOPARK blue and white clothing store. Li Feiyue spent 1 years trying out the cross border business of clothing and floriculture life.

Li Feiyue said that a friend was the 70 mother, who never used to dress in the past. But he bought 7 clothes and 3 dresses.

"It was not my clothes that moved her. It was a beautiful floriculture life that touched her."

Li Feiyue said that when consumers see flowers, they will remember the beauty of life, slow down, and then look at our clothes.

"Our traffic is not large, but sales are large.

Crossover brings benign activities, no growth in performance and profits growth. This is the power of art. "

5. high-end Customization: become a new trend.

The most scarce in the world

At the forefront of the design, the most sophisticated tailoring and the top hand crafting of "able to wear works of art", at present, the fashion group is making every effort to climb the Pyramid tip of fashion customization.

To this end, the fashion group invited the top designer, Song of Song & OBBLIGATO, the main designer of the custom Nicola Del Verme, born in Italy in 1966, and came from the architectural designer. He won the "Pret-a-Porter New Talents" competition in 1986 and became a dark horse in Italy fashion designer.

Nicola Del Verme said frankly that he hoped that his design could help women express themselves, because the most important element in women's clothing is something that can represent the individual's soul and personal mind, and it is used to express the way of existence, which is different for everyone.

In addition to the famous designers from Italy, the design team of the fashion group includes designers studying English and French, and cutting-edge designers in China. They are familiar with the current situation of Chinese culture and fashion and have an international perspective.

To match the designer team, the fashion group has developed a series of service specifications, including three major service links: pre sale, sale, and after-sale, involving dozens of processes such as the establishment of the customer's basic database, the communication between designers and the clothes, the sketches of inspiration, the selection of the most suitable fabrics, the revision of the edition, the precise handwork, and the regular delivery service. These specifications fundamentally guarantee the output of the service quality of the advanced customization.

"The sign of the completion of the advanced customization is 100% satisfaction of the guests, and a little dissatisfaction of the guests means failure for the advanced customization."

Nicola Del Verme emphasizes that women's clothing is a new thing in China. Only by pursuing perfection can we stand the "Pyramid point" of China and even the world fashion industry.

Zhang Hongtao, Secretary General of Shenzhen garment industry association, is a high-end custom made by brands such as von snow and video. This is a banner of Shenzhen clothing brand.

"Shenzhen clothing brand does not necessarily depend on making money, but it represents a benchmark for Shenzhen clothing."

6. personalization is the trend of the future.

In the interview, some consumers suggested that the design of the clothing brand such as maasfield and seven color hemp was more and more strong, and it was not very suitable for wearing at ordinary times.

In view of the confusion of consumers, it is found that the current mainstream view is that the strong sense of design and individuation are the trend of the future.

However, every clothing brand will have some basic funds in every season. These basic funds are designed to meet the needs of brand owners who are not very satisfied with the design requirements.

And clothing is more individualized. Therefore, Shenzhen's clothing industry has quietly sprung up original designers.

Zhu Wei te and Lin Xiao Xin are partners and husband and wife. After they returned from overseas study, they founded the vmajor brand in 2012.

"Diversification is the trend of the future. The original designer will not stay in the same place, and the product will not have obvious regional traces."

Zhu Wei te introduced his vmajor brand positioning as a diversified and international urban fashion brand.

"Everyone wants to wear clothes, they want to wear new clothes, but many clothes are very similar. It's hard to wear out personalization."

Zhu Wei te said that after 70, 80, 90 after the pursuit of individuality, so that small brands have more and more room for survival.

"Now popular products are easy to drown in the brand ocean, and it's hard to get ahead."

Zhu Wei te pointed out that the designer brand has the advantage of original art brand though it has no scale disadvantage.

He expects that such a model will be more and more conducive to the survival of small brands in the future.

Zhu Wei te said, do not want to say how good our things are, just want the right people to know our things well.

"Buy the products we design, then choose the garment factories to produce and deliver, and do not invest too much.

Our money flow is very healthy, without order, there is no stock. "

Although the current business volume is a few million a year, but Zhu Wei is already very satisfied, do not have to invest too much, only need to be small and fine, slowly through the word of mouth, the business will be bigger and bigger.