Where Is The Way Out For Traditional Clothing Industry?

You know what?

tradition

The Internet brand has been pushed to the corner. What should we do to get rid of it?

I still remember an advertisement of Tmall four years ago: no one was on the street, not necessarily no one was shopping. At that time, it might be a little exaggerated. Now it can be seen as a true portrayal of the decline of physical retail and the rise of the electricity supplier.

In particular, clothing retailing has not yet been able to solve the embarrassing problems of conflict and conflict between online and offline industries, new low efficiency of money making, and high rent, but on the two day it has been hit by a high-profile occupation by Zhao Yingguang. The reform campaign launched by micro-blog has severely slapped the traditional clothing industry.

Fake foreign brands, virtual high prices, poor service, lack of style, and not thinking about making progress, the Internet.

They are all sorry consumers without innovation.

Below the line is a fake famous brand hotbed, the price is high and the style is identical.

First of all, posing as a famous brand has always been the common practice of the domestic market, and the clothing market is one of the hardest hit areas. The trend of counterfeit brand is increasing unabated online, and it is becoming more and more intense. Usually, it will appear in the shopping malls with different grades.

Chinese businessmen spend so much effort to pack out a fake brand name, no matter they want to flicker consumers, and this method sometimes works very well. Many so-called fake brands have successfully landed, such as Mark Ed Faye, Jordan, Etam, ELLE, PLAYBOY and so on.

Some of these are sub brands hatched by big companies. As long as they deliberately mislead consumers to hatch their brands, they can fully understand them. But nowadays, many brands of clothing brands are basically fooling themselves into a high-end shopping mall. They dare to pretend to be a high-end product, and then sell a high price of more than 1000 yuan.

In fact, if the material of the clothing is good and the design is high, it can be understood, but the most hateful thing is that most of the quality materials are almost the same, even the style design is very similar, and most of the brand names are not even heard, but the prices are not low.

The main reason for supporting these so-called brands to sell high prices is that they have settled in a fairly good shopping mall. In the middle and high-end shopping malls, the "white-collar ladies' floors" and "business gentlemen's floors" are the main hotbeds for the survival of these brands.

Online is a magic mirror, traditional clothing retail stores are easy to show.

From the consumer's point of view, the offline service market is not only a problem of foreign brands, but also the key to the price system of those famous brands.

Fortunately, now that it has entered the era of mobile Internet, even if the brand side can not provide online shopping experience, consumers can use network means to make purchase reference decisions.

Whenever you pick up your mobile phone Taobao search, see if there is a brand on Tmall, then the price is OK, if Taobao can not find it, then Baidu again, to see how much information on the Internet about the brand, how to say it, and then make purchasing decisions according to their own judgment ability.

It doesn't matter if clothes are sold more expensive. The key is whether they are worth the price. The most objectionable thing on the line is the lack of brand, but the hard sell.

Recently, I went shopping with my wife two people. After shopping for many shopping malls, I was totally disappointed with the line. Finally, I chose to buy some clothes at the famous brand stores. At least the brand is well-known, and the quality and design of the clothes are all acceptable. The price is higher than the price.

Of course, as an Internet person, I will search Taobao first before buying, and then search Baidu. I do not care about the price level. I just don't want to be a fool pit by the offline salesperson.

No matter how much it is, it will be better to buy it at the store. If the price difference is too much, sorry, I can only try it out. If Taobao can't find it, it's better to at least not worry about buying expensive pits. If you don't know the brand, then you can look at the brand again. The value of the brand is not worth the price. Now the information on the Internet is very rich. Basically, you can find the relevant content of the brand. If you can't find any information, then you can't buy it. What information will not be a good brand? In the mobile Internet age, the online is just a magic mirror, easy to search, and the brand will be available on the line. The brand is ready to go on the line. In, first, let's look at the price of the Internet and the price of the shop first.

Online product innovation and operational efficiency have been cut off several blocks.

The impact of online apparel industry on the offline apparel industry is increasing year by year. Over the years, clothing has always been the largest category of online shopping market. According to AI data, clothing accounted for 25% of total net sales in 2012.

In the past, the media combined the statistics of the National Bureau of statistics, CNNIC, and AI to calculate an account. As early as 2011, per capita online clothing accounted for 63.6% of the total clothing expenditure. At that time, online shopping accounted for 4.2% of social zero, while net sales accounted for 14.3% of the total retail sales of clothing.

Today, AI no longer openly sells clothing sales data online, so it can not be compared horizontally, but it is certain that the proportion of net sales of clothing to the total retail sales of clothing will only become higher and higher, this is the trend.

Zhao Yingguang's challenge to the traditional clothing retail market is not simply to talk about it. The Korean clothing house has already become the first line of women's clothing brand online, and has successfully hatched more than 20 sub brands, fully equipped with the strength to compete with offline brands.

In fact, brand incubation is just a representation of the competitiveness of the Internet brand, such as Korea's clothes house. Compared with offline brands, the biggest competitiveness of the Internet brand is faster product, more styles, more categories, more brands, faster supply chain reaction, and a line of brand Zhou Yixin has been very good, and Internet brands can do a lot of new product shelves every day.

Moreover, compared with offline sales methods, online marketing is simpler and more direct, especially those online clothing brand services and prices are very pparent, and comprehensive competitiveness is stronger and stronger.

The competition in online service retail market is far more intense than that under the traditional line.

Last year, double eleven Korean clothing houses became the number one women's wear again. Even the traditional big names such as UNIQLO, Bosteng, Europe, ONLY and so on can only be placed behind. In the double eleven women's dress ranking, Artka and Yin man's brand performance is equally excellent, with six seats in the top ten.

Many well-known traditional women's clothing brands can not compete with the brand of e-commerce women's clothing. As for those fake foreign brands, they dare not go to the electricity supplier market. First, they lose the brand endorsement of high-end image halos in the shopping arcade. They can't sell such a high price at all. Secondly, they compete fundamentally in terms of product style, new efficiency and other operational strength. However, the network brand is competing with the Korean brands, and the fake foreign brands will only be killed.

There are few changes in traditional clothing brands, most of which are hard to resist.

In fact, most offline apparel brands do not possess the capability of dual line combat. In the face of the impact of the online apparel market, most clothing brands (including fake foreign brands) are hard to resist. For them, though they earn less, they still earn money without losing money and can continue to work.

Some of the more sought after clothing brands have begun to focus on the development of the electricity supplier market, but even on Tmall shop, it is difficult to compete with online women's clothing brands. Today's electricity supplier market is no longer simple to make money by opening a store.

The traditional clothing brands are losing their positions one by one. In the future, the days between famous brands and online brands will be more and more sad. The days without brands will be even more difficult.

Whose future is it?

The "I am a reformist movement" of Han Du Yi house, in essence, is a newly installed on-line activity, but it stirred up thousands of waves and ignited the strong war of Internet companies on traditional brands.

After the battle, the door of the traditional side has been broken, and the future is winning or losing. The answer is already in your heart.

Competition will become more and more intense. Are you ready to deal with it?