How Does Traditional Clothing Industry Attack Internet +?

Since the beginning of this year, 60% of the country's department stores have fallen in gross profit. In the first half of the year, the department stores and supermarkets in China closed 120.

The reason is, on the one hand, from

The impact is also due to the plight of the department stores.

When the "Internet +" is going on, how do fashion brands cater to opportunities? The "2016 + Internet + background China Fashion Summit Forum" on the afternoon of 19 is the core topic. Eight guests from the apparel industry and upstream and downstream businesses share their new ideas and new trends and practices in their industry.

The era of consumer led supply chain is coming.

"What is the essence of e-commerce? It's customization and outsourcing!" Xue Liang, founder of the Jiangnan society, explained in his first speech the way of network survival of the clothing industry in his eyes.

He believes that the future of Internet marketing channels should be customized production dominated by consumer demand.

The starting point of the chain is that consumers initiate demand, thus forming customization, and then go through layers of outsourcing.

And those customized brands as the core of the fashion brand, that is, customized brand, will gradually become the main customer group of Internet sales after 95, and appears to be more competitive in the market.

Tan Wenhua, general manager of Qianhai clothing exchange, has the same consensus: "the same is on WeChat, like sending red envelopes to friends. Now you can send a fashion."

A gift link to a friend, for example, to send a dress, the recipient click the gift link to enter the custom page, enter the size of the body, you can also choose door-to-door service.

After a very simple operation, you can wait for the brand to send the custom clothes to the door.

The era of consumers dominating the entire supply chain has arrived -- Tan Wenhua said.

The advertising mode looks at the fast fans economy.

Yang Zhaowei, a guest of the forum, came from a commercial real estate development company. He shared a trend in his speech.

After the movie stars are patronized, they can often increase the number of shops and businesses.

Now, the Internet has also seen the potential of fans, and has begun to change the advertising mode. Therefore, not only the food and clothing of commercial stars are frequently affecting consumers' eyeballs, but also net stars and social celebrities are creating one after another sales miracle for the electricity supplier.

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Xue Liang's story made the audience listless. A shop owner was a celebrity of a social network, and the name of the celebrity was used in the slogan. The sales amount was 200 million yuan in 4 months.

And such a net red to achieve one hundred million sales of online shops, there are many in the Taobao C store.

"There is no wholesale at all, but it can only be hundreds of millions of retail outlets, which is unimaginable in traditional channels."

Another breakthrough of the fans economy is the creation of self brand names for quite a few celebrities.

A guest pointed out that a star needs only 1000 fans, so that the operation of the online store can take place. Let alone many stars or even net red have thousands of fans.

Often they sell their products online, and the sales volume of the product will go up.

The clothing industry is changing for survival in physical shopping malls.

Yang Zhaowei shared this set of data in the Forum: since the beginning of this year, gross margin of 60% of the department stores has declined; in the first half of the year, the department stores and supermarkets have closed 120.

The problems encountered in traditional department stores have affected the clothing industry.

The setback of physical clothing stores under the line is on the one hand from the impact of the Internet and also by the plight of the department stores.

Yang Zhaowei said that one of the latest trends is domestic.

In the store, there are more experiences, such as coffee or book bar, and some places that provide social functions. In general, they are exploring the format.

"What they do is to attract consumers and let consumers stay longer."