Marc By Marc Jacobs "Heroic Sacrifice"

Cheap, Marc by Marc Jacobs, the flagship youth class, was founded in 2011. As a supplement to the main line, Marc by Marc Jacobs contributed more than 70% of the whole brand to Marco Jacob (Marc Jacobs).

But all

A common problem is that it is cheap to sell.

。

The reason why Dolce&Gabbana's secondary line D&G earned 400 million euros a year is still being reluctantly taken away.

Especially those that sell very well) are likely to dilute the luxury brand.

That is to say, to reduce the brand's Bigger, and Bigger can be said to be the life of luxury goods.

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Recently, the reporter noticed that some UNIQLO stores in Shanghai had already been able to use WeChat to pay. Customers only need to turn on WeChat when they check out, so they can scan the code.

According to people familiar with the matter, there are 12 UNIQLO stores in the country that have access to WeChat, and more than 300 stores will be added by the end of October.

It is understood that HOTWIND hot air, Giordano and other fashion brands have also been connected to WeChat to pay. After that, a large number of fashion brand stores such as fashion fashion, Daphne and so on will also be connected. WeChat will pay a wide range of coverage for the apparel industry under the online apparel industry.

The traditional clothing retail brand has been suppressed for a long time by the electricity supplier. Many physical shops have even become the "fitting rooms" for online shopping.

If we want to recover the lost land, we should see the great value of O2O in the future and O2O layout that caters to the consumer's preferences.

UNIQLO chooses to access WeChat payment at this time, which is undoubtedly the choice made after careful consideration.

First of all, the huge user base of WeChat can bring convenience to large scale users, save the trivial aspects such as payment, change and signature, and businesses can also improve the efficiency of collection and service by simplifying the payment process.

Secondly, as a social application, WeChat has natural social and sharing genes, is conducive to the spread of brand influence, accurate hit the user group, and improve the efficiency of brand promotion.

Finally, WeChat payment as an entry, for businessmen, can use WeChat platform to open membership system, achieve user data precipitation, help to improve the conversion rate of marketing.

Through the opening ability of WeChat card and package, it can carry out online activity voucher, membership payment, etc., so as to realize online channel drainage to store and drive store passenger flow, and at the same time, facilitate member management and enhance customer stickiness.

It is not hard to see that UNIQLO can smoothly achieve two-way integration between online and offline through WeChat, and improve the sales volume of offline stores.

The rapid development of the Internet has caused a great impact on the traditional clothing retailing industry. The low price dumping on the line has damaged the interests of traditional channels, forcing the clothing brands run by the stores to touch the net, and starting a game with the pure online shopping platform.

At the same time, the rapid rise of the mobile Internet, the PC end of the Internet application to the mobile terminal quickly pfer, which makes the traditional clothing industry from the PC terminal B2C to mobile terminal O2O conversion.

However, with regard to the current state of O2O in apparel industry, such problems as online and offline integration, entity stores unwilling to cooperate, online members can not be activated and so on, even if it is built on a large brand, it will be hard for O2O to ride the tiger down, and its performance will continue to decline.

In addition to UNIQLO, HOTWIND hot air, Giordano and other fashion brands have also been connected to WeChat payment to start O2O pformation.

Take the HOTWIND hot air as an example, as a selected fashion retail chain brand covering shoes, clothing, bags, accessories and some fashion lifestyle products, HOTWIND hot wind already has more than 720 brand sharing shops, and the sales network covers more than 130 large and medium-sized cities in Shanghai, Beijing, Shenzhen, Guangzhou and Chengdu.

HOTWIND hot air stores nationwide have already opened WeChat payment. Since the WeChat payment in June, the proportion of WeChat's payment in stores has continued to grow.

The subsequent 8 yuan reduction made WeChat's share of payments significantly higher.

At present, the number of WeChat card members has reached 2 million, and the average daily fan growth is close to 5000. The weekly average micro fans are bound with 140 thousand members, and the data are still rising steadily. HOTWIND hot air has successfully found a suitable road for its own development.

It is reported that the brand that WeChat will pay in the near future will also include: fashionable dress, Daphne, Anta, Decathlon, Hongxing Erke, Xi Hui and so on.

Looking at the overall situation, the clothing industry is paying through WeChat to carry out a comprehensive accelerated O2O layout to break through the bottleneck.

At the same time, the traditional clothing industry should pay attention to return to stores, return to commodities, return to services, make good use of the advantages of offline resources, and improve the integrated service experience of stores, so as not to fear electricity providers and realize their own sustainable development.