6 Key Words: Read How To Play The Traditional Brand Line, Linkage Online!

If we say that the closing of stores in 2014 will make the tide.

There is a lot of dark color in the industry, so the "big shop" trend in 2015 will bring positive energy to the whole industry.

Of course, in 2015, terminal changes were more than that.

Under the offline code and digitalization, the era of re greying Ping efficiency, the traditional brand layout is intense online. From the 6 key words, let us understand how traditional brands play online and offline.

Multi brand stores retain passenger flow

In the "big shop" mode, the multi brand store is the most common form.

In April 18th,

The first Nanjing road opened.

The "home" has brought together a multi brand collection store including YOUNGOR, YOUNGOR, YOUNGOR, MAYOR, Hart Schaffner Marx, GY and HANP (hemp family), which has aroused great repercussions in the industry.

Li Rucheng, chairman of YOUNGOR group, announced at the opening ceremony that 1000 shops will be opened in the country in the next 5 years.

As early as the end of 2014, Semir had embarked on the pformation of standardized stores, such as closing some small shops in the direct camp system, and opening 500 square meters and 1000 square meters of major stores in some key areas.

This move not only reduces operating costs, but also effectively enhances brand influence.

In addition, many brands such as card slave road and Li Lang have already made efforts to build multi brand or multi category stores and focus on shopping centers.

After the 2014 downsizing mode, garment enterprises reformed channel resources in 2015, and finally usher in the era of big shops again.

The industry said that in the multi brand store, the guests stay at about 3 times higher than the single brand store, and more staying means more sales opportunities.

The core advantage of multi brand store is that multiple scenes can be formed in the store to meet the clothing needs of consumers from head to toe.

In the context of increasingly individualized consumer demand and "faster", the popularity of YOUNGOR, Semir and other industry leading brands has accelerated before opening up the category of products. Their design team has defined multiline clothing according to the daily life scenarios of consumers from Monday to Sunday, and the diversification of categories and channels has been synchronized.

Experience shop cross-border life

In the "big shop" wave, Shu Lang's Cross life experience shop -- "honeycomb" can be described as "a very large scale", but it is also logical.

It is reported that in the "hive", in addition to the collection of many clothing brands, it has also increased the extension services related to the fashion industry, including women's beauty, nail, body care, fashion bar and other formats.

Clothing companies try to meet all consumers' needs through cross-border life experience shops.

The "Luo Yi Garden", a famous designer Luo Zheng, combines fashion, floral art, tea ceremony, coffee and tea, music and art. It is a truly artistic life hall with artistic and cultural elements and original designer platform.

By contrast, Napa's Cross life experience shop in Shenzhen is more unique. The brand has launched two seemingly unrelated projects: The Inn Boutique and boutique cafes.

The combination of clothing and hotels and cafes is a revolutionary step in the brand from selling goods to selling experience.

Coincidentally, MUJI's flagship store in Chengdu Ocean Pacific is also typical.

This more than 3000 square meter, 4 story shop has been stationed in Caf & Meal MUJI restaurant, ID E Japan home brand, kitchen appliances, air purifier and other formats, which has become an important tool to attract consumers' attention.

This highly favored cross life experience shop is a form of form derived from the buyer's set shop, which features not only the sale of clothing accessories, but also the integration of stationery, books, sundries, coffee, and even restaurants and hotel formats. Apart from creating a unique lifestyle, it also exhibits and even leads fashion and fashion.

For clothing brands, the gathering shop of different types of products can not be underestimated.

Brand can enhance product richness through different positioning products, broaden consumer choice, form more contact points, and virtually extend the duration of consumers' stay.

Compared with multi brand stores, the advantage of cross-border life experience shop is that it can integrate various elements such as culture, art, life and so on, and create a consumption form that is not limited to shopping, and extend service to consumers' lives.

Smart stores understand consumption

"5 seconds scan, 2 seconds for clothes", 2015 3D clothing has been hyped from the concept, under the foot line.

This year, seven wolves have been installed in some stores to promote 3D fitting mirror, first of all, the layout of the brand direct shop.

After the human body scanning modeling, virtual fitting can be done. By touching the fist and moving up and down, you can see different styles of clothing. You can quickly change your clothes when you extend your palm for a short stay. Before the 3D dressing mirror, the flow of people is endless. The brand can also enhance the customer experience by using intelligent terminals, and dig big data.

This technology will gradually change people's traditional concept of physical store cognition.

When fashion women are naturally unwilling, Jifen set up a large-scale interactive screen in the experiential shop opened by Beijing contemporary mall. Customers can not only get the category distribution of the storey inside the mall through interactive screens, but also get fashionable consumer services such as Dong Tian modeling.

A smart electronic screen has built jivin's new fashion life circle.

Compared to the purchase of high-profile high-tech products, clothing brands this year also pushed forward the process of digitalization of their own stores.

Ma Cassini brand built a whole process ERP system inside the company, uploaded the information from the entity store sale to various departments, and guided the enterprise to make specific decisions through accurate analysis of a large amount of data.

In the CHIC2015 autumn show smart fashion district, several companies are laying big data networks for garment enterprises, and providing software for customer data analysis for retail stores.

Using digital packaging of their terminals, so that each shop has become an enterprise keen market tentacles, once the biggest advantage of the network is data, in the foreseeable future, physical stores and online stores next important resource is also scramble for data.

The situation of exclusive information has been gradually broken through by new technology.

Of course, there will be many difficulties in promoting the digitalization of physical stores, but in the digital age, it is foreseeable that this will be a gradual change and wide acceptance.

The clothing brand will embrace the big data era bravely and lead the new retail industry in the future.

Return to plateau Era

According to the survey, there is a sign of "return to the physical store" in China's consumer market. The proportion of consumers who plan to shop more through physical stores has climbed to 26% from 18% in 2014, and 93% of them believe that physical store shopping is "very convenient / convenient".

On the other hand, this year's domestic re planning store brand is everywhere, and strive to make the store can bring more performance output.

Semir Wenzhou five Horse Street flagship store has been reopened and rebuilt.

The storefront was restructured according to the category display method and the overall decoration style.

In November 7th, MYSCISSORS's Dalian flagship store was reloaded with a diversified style and a multi line garment to create a new visual effect.

Looking at all the old shops reloading, the ultimate goal is directed at Ping efficiency, and offline shopping fits itself with the consumption concept of the public enjoying life. With the rising demand for personalized consumers, the loyalty of the brand is declining. In the process of shopping, more and more attention is paid to the shop atmosphere and the enjoyment of the style brought by the indoor space.

There is also a trend of reflection in garment enterprises. "It is not the strong electricity supplier, but we are not doing it well enough, especially in the basic aspects of retailing. The initial rapid development has benefited from the rising trend of the Chinese market."

Nowadays, many enterprises have begun to find the gap from the reflection, and pay more attention to the details of the physical store. The decoration design, display and display of the articles, and even the detailed design of the shops have become a strong inducement for customers to patronize them.

It is imperative to reinvigorate the store by changing our thinking.

Traditional brands dominate the electronic business platform

In recent years, many clothing brands have been stationed in Tmall, Jingdong, vip.com and other electronic business platforms, and gradually extend their products from offline to online.

Just in June of this year, Jingdong mall jointly launched four models of clothing O2O: bestseller group, Lining, XTEP and La Natsu Bell. In August, 20 international brands signed exclusive cooperation agreements with Tmall, and the related products of these brands could only be sold exclusively on Tmall platform. In November 11th, the e-commerce shopping Festival opened, and the traditional brands such as UNIQLO, camel, NIKE, balbala and so on were the winners of the national carnival, respectively.

It can be seen that the power of traditional brands is constantly being released, resulting in the continuous development of online brand development.

From this year's "double 11" list, we can see one or two. From the top ten list of various categories, we can see that the glory of that year's brand occupies half of the country. It is no longer available. Apart from women's wear and cosmetics, the brand is almost out of line.

Online brands with solid shops and large business scale and influence have become the main force of online sales.

At the same time, some traditional brands' O2O strategy has already landed.

Such as ONLY, VERO MODA and other brands of the group have worked with the e-commerce platform to realize the simultaneous sale of the entity store and the online platform, support the payment under the line, and the delivery service near the store.

After all, for a traditional brand with a complete offline sales network, it is very helpful to reduce the cost and optimize the supply chain by first taking the product to online trial sale and then using trial data to produce. So far, the traditional brand has been successfully hosted, and the electric power platform has become another main battlefield for them.

International fast fashion brands

In addition to the traditional brands in China, they have been gathering electronic business platforms. In recent years, fast fashion brands are also actively distributing the Chinese market.

In addition to offline channels, online is also a channel they value.

In August, GU, a fast fashion brand jointly owned by UNIQLO and fast marketing group, announced its exclusive entry to Tmall.

At the same time, Tmall apparel announced that it will expand its cooperation with international brands in a large scale, and has signed a cooperation agreement with 163 brands.

Previously, 90% fast fashion brands including UNIQLO, Muji, ZARA, Gap, Topshop, forever 21, C&A and ASOS have already opened shop in Tmall.

At the same time, the fast fashion brand's achievements in the field of electricity supplier are amazing.

In this year's "double 11" Shopping Festival, fast fashion brand UNIQLO broke through the overall sales volume of 600 million yuan, won the first place in clothing sales, and won the double champion of Tmall men's and women's wear brand flagship store, becoming the leader of traditional brand.

Entering the domestic e-commerce platform is of great benefit to fast fashion brands.

Take Tmall as an example, the fast fashion brand can use Ali business service system, as well as Ali mother, rookie logistics and other platforms to accelerate the development process in China.

At the same time, through the sharing and operation of Ali big data, fast fashion brands can not only accurately understand the market demand, shorten the renewal cycle, become faster and more fashionable, but also burst out more vigorous under the "Internet +" draught.

For fast fashion brand, the most valuable part of the brand is the big data.

Through analysis and classification of processed data, it can become a guideline for brand design, production and sales in the future, providing accurate reference for brand offline layout and product development, so as to achieve efficient operation.