How Can Clothing Retailing Be Able To Win By Surprise?

In the retail industry, from the extensive management of the channel, the extensive pipeline of goods to the vigorous development of the mobile Internet, the retail enterprises must face the integrated development of the whole channel, and also need the retail full channel solution.

On the surface, everyone is talking about the unified price, the payment link, the electronic discount and so on, which improves the consumer experience.

In fact, it is recognized that today's consumers no longer need cheap light products, but also need retail with temperature. That is the point of view: O2O is still considering selling goods from the perspective of brand or retailer, and attracting customers with "marketing activities" as the core.

An example shows that when consumers understand, try out clothes and choose a brand to buy, then consumers need to use their most customary methods to ensure that the next opportunity to connect again is not only a new shop, but also a brand new picture or spike sale.

This is the idea of "lazy" consumers, because the cost of consumer choice is too big: time cost, choice cost and whether the brand can still remember when consumers buy.

So: retail should not simply be separated from online and offline, but will gradually evolve from the perspective of consumers to the integration of different channels, upgrading from selling goods to establishing emotional ties with consumers.

Good things are worth recommending to more retail people.

The following is the content of the article:

Faced with the multiple development difficulties such as the overall downturn of the industry, the impact of electric business, brand positioning and design contradictions, the traditional garment industry is exploring the digital competition. We will summarize the general problems and summarize the highlights, and explore the winning principle of the apparel industry in the whole channel retail development.

The present situation of apparel digital retailing is observed. 1 the development of mobile terminal driven digital retailing, though the late start of Chinese clothing business, has grown rapidly. Online penetration in 2013 has surpassed that of the United States, ranking first in the world, rising to 15.6% in 2014, and the potential of the apparel industry's online shopping market.

The rise and spread of mobile Internet technology further drive the vigorous development of the mobile shopping market.

By the end of 2015, mobile terminals will become the most important platform for China's online shopping market, which will facilitate the digital retailing of garment industry to be pformed from a multi-channel business to a deeper O2O cross channel and digital channel.

Consumers in the new era have become more independent and smart. They can grasp the comprehensive information about shopping through multiple platforms such as Internet, user evaluation, social media and so on. Physical store experience is no longer the ultimate way to acquire knowledge and facilitate purchase.

Moreover, the way to acquire cognition is also from the traditional brand oriented, to the consumer's spontaneous dominance, and to obtain information freely and freely at any time and place.

At the same time, consumers at any stage of the entire purchase process, may be based on their own needs in various channels and contacts between the conversion.

The global market, the logistics and the development of information technology have endowed consumers with the "right of freedom" to complete the various aspects of consumption regardless of time or place and in any way.

Consumers will choose the most convenient, most preferential and comfortable way to shop, such as trying on the store, network price, online order and delivery, so that the integration between brands and retailers will become more and more important.

2O2O is moving towards the whole channel, and the industry needs to break through. At present, the apparel industry has broken the division and competition relationship between the past and offline channels, forming a good cross channel interaction between O2O, such as unified price, through payment links, electronic concessions, and so on, improving the consumers' experience.

However, its essence is still considering selling goods from the perspective of brand or retailer, attracting customers with the core of "marketing activities", and sharing resources and complementing business between independent channels.

Then, whether the industry's endless exploration can really provide consumers with a comprehensive and complete service experience, so as to achieve loyal and long-term purchase? With the upgrading of technology and the wave of big data, digital retailing should no longer be separated from online and offline independently, but will gradually evolve from the perspective of consumers to the integration of various channels, upgrading from selling goods to establishing emotional ties with consumers.

1) the operation channel is too single. The practice of O2O in the industry mainly relies on the three party Internet platforms such as Jingdong, Tmall and WeChat. This helps to quickly get customers' traffic and test channels, but standardized services can not fully meet the needs of industry characteristics and brand personality, but also difficult to control content design, product management and consumer data acquisition.

In the next 35 years, relying on the third party platform will still be the absolute mainstream channel for e-commerce sales. However, if we want to build a classic long brand, a self operated platform that fully embodies the brand charm will show vitality for a long time.

Self reliance does not necessarily involve massive investment in resources. The brand can be built on the platform of professional and technical companies. The core of "self-reliance" is to take the initiative to control in image, operation and detail design, thus helping to build differentiated experience with brand characteristics, and also conducive to building a more comprehensive and complete information collection and analysis capability.

As a result, more consumer insights are gained through providing

Services satisfy their emotional needs.

2) the content of operation needs to be overcome. At present, the operation of O2O is mainly based on preferential treatment and payment. Through the drainage, short-term and quantifiable sales and marketing effects can be achieved. However, the contents of brand culture, lifestyle and so on are not rich, and CRM management and precision marketing have not yet been involved.

Under the requirement of long-term brand building, online operation should not simply be used as a marketing or traditional marketing channel, requiring more creative and interactive cultural content, and establishing emotional connections with consumers, thus attracting long-term spontaneous browsing and stimulating consumption.

3) technology utilization needs to be developed. At present, the technology of digital retailing is limited, with two-dimensional code and mobile payment as the main technology, and the application of technology and data is still in its infancy.

On the one hand, new technology needs to be developed; on the other hand, on the basis of existing technology, brands and retailers still have room to be used and optimized.

For example, combined with geolocation technology, push the store location, goods, preferences and activities information, combined with the integrated functions such as shortage booking, payment and so on, to enrich the experience of consumers in the mobile terminal.

In addition, how to use technology to support business pformation and management upgrading, how to balance the relationship between rational data and perceptual needs in garment industry is still a problem to be solved.

4) membership management needs innovation no matter tradition or

Most of the members' management is limited to the general "shopping points". In the long run, the incentive to consumers is limited.

At present, most brands and retailers have been able to synchronize the membership of mobile terminals, but more importantly, how to make use of the "inseparable" mobile terminals with consumers to get more valuable consumer data, and instantly and accurately understand consumers, and truly use it as the starting point for precision marketing in the digital age.

If enterprises can overcome the common problems in the development of digital retail industry, take the lead in seeking breakthroughs, and they will take the advantage in fierce competition, so that they can truly borrow the technological force of the mobile Internet era and become a new engine for brand development.

The trend analysis of consumer behavior is the dominant factor in the trend of new digital retail. The key is to focus on consumers and grasp the new needs of consumers in the new era.

The technological development of mobile Internet has brought about changes in the consumption habits of the garment industry. The traditional marketing structure is facing challenges and urgent integration.

In the past, the one-way infusion of brand marketing was also subverted. Social networks have become the tentacles for many young people to access the real world. Nowadays, consumers in various social media have made more interactive communication through opinion commentary, word of mouth sharing and brand, and customer behavior has begun to affect the cognition of brand, and has brought more data information to be exploited for the brand.

For example, through the "forwarding" of consumers in social media such as WeChat and micro-blog, it can help brands connect more potential consumers with interest, and brands can also monitor the use effect of new media and evaluate the satisfaction of consumers.

But this kind of consumer LED information interaction mostly takes the mobile terminal as the carrier. The fragmented information on each channel platform has increased the difficulty and requirement of data analysis.