How Should The Market Of Personal Startup Clothing Shops Break Through Under The Impact Of The Internet?

In recent years, under the impact of the Internet, many traditional brands

Enterprises have to take advantage of the development of e-commerce channels.

It was faster than abroad.

The strong impact of the brand has already been a struggle. In the era of Internet flooding, the apparel industry that has seen a spectacular trend is also showing signs of decline.

At this point, we have to say that at present, O2O for the traditional clothing enterprises in China mostly stays at the marketing level, and does not involve the deeper functions such as national inventory allocation and reverse impact supply chain based on big data, most of which even fail to achieve the same price on line and offline.

So in this business environment, large brand enterprises or the strength of capital and channel break through, but as the terminal sales of personal entrepreneurs, what is the survival status of the open clothing store?

Recently, I visited the Cheap Road clothing wholesale market in Shanghai, and found that the market which was originally crowded with walkways and walkways was also sparsely dispersed over the weekend.

There were a lot of advertisements that had been subleased in many shopping malls that were hard to find.

In fact, not only clothing stores, but now all kinds of traditional retail stores are selling under the impact of the electricity supplier, and all of them are selling yellow lanterns or even having to withdraw from the market. It is not unusual for news makers to report that even WAL-MART has cut down their stores.

However, there is no shortage of hot clothing stores.

Try online shop, try every means to retain old customers......

After several struggles, some of the "old stores" were hard to survive.

As we all know, in the past field of clothing sales, brand clothing enterprises are going to design and increase production, develop distributors, open conference orders, expand stores chain channels, and build brands with various marketing advertisements.

It is the mainstream market mode.

And personal clothing store can be divided into two levels of market, brand discount goods, channel goods, stock goods, become the source of personal business sales.

A community pedestrian or commercial area, a large and small shop with salesmen, or some wife and wife shops, for many years.

Suddenly it seems that overnight, online shops, micro businesses are all burning up.

There is no store rental cost and pressure, and the price is becoming more and more pparent. Because of the rich buyer's market, more purchasing channels and bargaining power are being controlled, the profit margins of personal clothing stores in the past asymmetric information era have disappeared.

How should the market of personal startup clothing shops break through under the impact of the Internet?

Yu Weiyong, who has provided marketing management services to many well-known brands, is an advertising and animation designer who is good at Internet technology. Because of his Cosplay clothing sales needs, he has been involved in the Internet since 2003.

Because Cosplay clothing belongs to the niche personalized clothing market, customization is the main and the cost is high, in order to avoid the expensive store rentals.

So all along is the net sales + entity mode.

It can be said that in the early stage of Internet development, he was the beneficiaries and pioneers of the Internet.

His creative marketing concept combines solid marketing practices to provide business strategy services to entrepreneurs and serves as the office of the Communist Youth League's national entrepreneurship service engineering office.

Yu Weiyong said, do not open shops, do not mean no stores.

We must attach importance to the service characteristics of the garment industry.

Those who have already opened shops should treasure the flow of the real money and the rented lines.

More attention should be paid to advancing with the times and combining Internet technology with counterattack.

The creativity and strategy of marketing experts may give us some inspiration.

He made the following suggestions for friends in a clothing store or a clothing store.

The choice of clothing stores

If you haven't opened a shop yet, you can consider choosing the following kinds of clothing stores.

First, the product safety requirements are relatively high: as we all know, online shopping is cheap, but the security is poor, and fake products are many. The safety value of the physical store can be a better choice.

For example, baby clothes are sensitive to children's skin.

High demand, parents also have to spend money to buy at ease;

The two is personalized requirements of non-standard products: for example, he made his own Cosplay clothing, blending, customization, leasing, and integration, because personalized requirements are high, disadvantages are the advantages, through offline shop to provide tailoring, process communication, material confirmation, these are online shops can not follow the service.

For example, fat people clothing, custom fashion;

The three is crowd selection: Internet users with barriers to Internet use, such as clothing for the elderly, Internet skills gap for the elderly plus traditional thinking habits, will be much more loyal to the physical clothing store.

But we should pay attention to guiding the consumption concept and demand of the elderly. Once we win the needs of the elderly, actually, spending is not a bottleneck.

The four is the cheap clothing: for example, the stock dumping shop, because cheap, has the competitive strength with the online shop, at the same time is also broken the code to cut off the money, lets pass is misses, is also one kind of hunger marketing.

If you are afraid that the goods will not be cheap, then you can buy the rest of the entities and have fun for the customers.

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The breakout strategy of clothing stores has been opened.

For a friend who has already opened a shop, regardless of the nature of the clothing store you choose, you can draw lessons from the breakthrough strategy.

Pay attention to the flow of under the line entrance: you spend more on the cost of rent, and make the best use of it.

Few personal clothing stores have their own websites. In fact, if you spend half a month's rent to build a platform for Internet Internet, it means that the accumulation of customers will not drain away.

Just imagine, if one day you can't manage to close the door, you will never be able to find the guests in the past. It also means that the customers who used to spend the rent accumulated are all lost.

WeChat, for example.

Here, Yu Weiyong introduces the author's attention to his WeChat public service "mobile alliance culture", which directly demonstrates the marketing function of different industries.

In fact, no matter what kind of sales, it is nothing more than doing 2 things. One is to pull away, that is, to attract customers and master data.

One is activation.

That is, value pformation to achieve sales.

Pay attention to the value of service: the store has an irreplaceable sense of experience, which is also the last line of defense that the network can not overcome.

This is why the VR virtual reality is so hot now.

They are all guests, face-to-face communication, real-time interaction, quick response and scene promotion.

Innovative profit mode: Internet thinking can also be applied to traditional physical stores.

The wool comes out on the dog and the pig comes to pay the bill.

Do you sell baby clothes? My baby clothing is no more profitable than online shopping price. But I want customers to become my members. I master your consumption data, introduce milk powder distributors, provide milk powder sales products through member services, and get higher returns than clothing.

Yu Weiyong said that what we need now is borrowing, integrating and integrating.

Brand upgrade mode: the more solid difficulties, the more we need to enhance our brand awareness.

Brand is the barrier to break the homogenization competition, and also the firewall of price war.

When everyone shunts online shopping, there will always be customers who want to retain quality.

Just like Yu Weiyong said that his Cosplay clothing products in the cosplay clothing industry, from the beginning is a relatively high pattern of creation, COSPLAY products do not have entity management, because the cost is too high, but the mobile alliance culture has been offline entity service plus online shopping price mode, purchase office land, relieve rent pressure, and encourage sustainable development.

In the end, because the customers of the game company came to Yu Weiyong's brand promotion and costume customization, they ended this conversation. But his words have made me feel that any industry has any chance in any era. It's just how you can foster strengths and circumvent weaknesses.

But there was also a bit of doubt. Did he say that the eloquent marketing strategy was really effective? Yu Weiyong asked for a business card when he broke up. He thought that if he needed creative marketing services to find him later, Yu Weiyong said with a smile, "finding me is actually very easy. Baidu can search my name."

I laughed and pushed myself. He himself was the best case of success in front of me.