From All Customers To See The Clothing Industry, Ksha Seize The Advantage Of "Internet +" To Enhance Their Advantages

Recently, the slogan of "wearing the canvas shoes to take the road of Fuxing Road" has returned to our attention.

It is reported that since August last year, the old age betting "a shirt" announced that the return, to April this year launched a "T-shirt", and then to the introduction of new canvas shoes, compared to the big strides of the year, today's customers seem a lot of caution.

Nowadays, with the best single product as the main route, all customers begin to make a comeback. Whether this move can be successful or not, many clothing colleagues questioned, but at the same time, it also caused a sigh.

It was a myth that 07 years from scratch, it was lucky to catch up with the outbreak of China's clothing industry. In only four years, it reached two billion of annual sales. By 2011, it was more crazy, and the annual sales target was raised to 10 billion.

For a time, the myth of everyone travels across the river.

So today's customers, even if they have a one billion sales volume, is nothing to be excited about.

But the failure of its rapid withdrawal from the altar is worth the warning of every garment colleague.

The inventory crisis can be regarded as a direct fuse for the failure of customers.

Speaking of the environment, the reason why the customers first developed rapidly is the low price. But when the clothing market suddenly has a large number of stocks, all of them are playing the gimmick of low price and quick marketing to seize the market, such as Tmall, vip.com, Dangdang and so on.

Although the accumulation of inventory is a common problem in the clothing industry, most of them are

It can be digested through various ways such as year-end promotion, store celebrating, price reduction, outlet and two or three line urban centralized digestion.

Because the tag price is very high, the large scale reduction will be very attractive to consumers.

But like all customers, the Internet brand has already squeezed out a lot of water at the time of pricing. It relies on low price to compete for the offline market. When there is a slow-moving style, it is hard to digest the stock like the offline brand.

In addition, the supply system of all customers was very unprofessional at that time, so it was impossible to predict the scale of the sales scale of the products in the future, so it was only possible to place orders on behalf of the factory on the basis of sensory prediction.

The market judgement of such an unprofessional supply system is, of course, more wrong than right.

Although the inventory crisis has led to the breakup of capital chain, it is fundamentally a question of clothing quality.

Because the main selling T-shirt, the lowest price is only 29 yuan, in order to reduce costs, earn a small profit, customers only from clothing fabrics, clothing processing pressure cost, so its quality can be imagined.

It is understood that at that time, all customers due to quality problems, several times into the "refund door", become a hot topic of complaints, many fans loyal fans to abandon, but then the scale of the expansion of all customers, accelerated development, no time to take care of, resulting in the quality of clothing more serious.

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"Inventory and quality, in itself, is the two largest gate in the clothing industry, and the" customer phenomenon "is really warning us all the time.

As the first brand of domestic women's clothing, Casa Blanca will take advantage of the current Internet upsurge to improve the industrial chain and strengthen the main quality advantages by using big data technology.

Chen Yanfei, founder of Casa Blanca, said.

The offline entity has always been the strength of Casa Blanca, and the integration of online and offline will regenerate huge potential for development.

In terms of inventory and supply chain, Casa continued to expand the channel of direct sales, and increase the price.

And mobile providers, to strengthen the vertical management of the upper level, will also make use of big data technology to achieve detailed control throughout the whole year, from all aspects of production, pricing, promotion, clean-up and other aspects of the whole year data monitoring. At the same time, we need to launch clothing in batches and reduce the supply cycle, so as to control the whole market.

The specific performance is to substantially reduce the traditional order ratio, analyze orders, terminal sales data, user information and tidal current changes, and follow the market demand changes with quick replenishment.

Once the sales volume of a product is not as good as expected, the output of subsequent batches will be adjusted immediately, and the inventory control will be maximally controlled.

At the same time, in the early market research, Casa not only established a complete customer relationship (CRM) management system through official website, WeChat, online shops and other online social media, so as to record user information and analyze the change of demand, and also analyze the current status of the entire clothing industry in a horizontal way, and clarify the sales changes of Casa over the years, so as to predict the direction of research and development of new products scientifically.

In terms of quality, she insisted on her original intention.

In the past 16 years, not only has we been committed to developing high-end fabrics independently, but also made use of big data technology, analyzing regional data, adjusting measures to local conditions, aiming at local weather, geographical area, female body shape and dressing habits, constantly adjusted the details of fabric and plate type differences, and promptly optimized according to user feedback.

In terms of clothing technology, carsha is giving full play to its own advantages. It not only invites a huge sum of money to invite top garment makers in Italy to teach the secrets of clothing, but also keeps up with the forefront of clothing technology, and matures the latest technology of modern clothing.

"Now is

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We should make full use of this way to enhance the dominant position.

In the future, Casa will continue to plough up the "Internet +" market, strengthen cross-border cooperation with entertainment, leisure, health, film and television, and TMT, and build China's largest fashion industry ecosystem.

Chen Yanfei said confidently.