Three Major Trends Of Clothing Industry In 2016

Some economists predict that from 2015 to 2017, it is the most difficult winter for China's economy.

In the past year, as for the clothing industry, the sports brand and men's clothing enterprises are constantly closing the shop, and the market is showing a bleak appearance.

However, in 2015, it was also the biggest change in traditional clothing retailing enterprises, and a series of Internet terms came up.

"," Internet 4 "," door-to-door service "and so on.

In the past China's clothing forum in Shanghai CHIC exhibition, entrepreneurs also had their own views on the past 2015.

Xia Guoxin, chairman of the company, said that the advent of mobile Internet has had a great impact on the development of enterprise organization. If the company hesitates for a year or a year later, the enterprise may be eliminated.

Miao Hongbing, chairman of white-collar brand, felt the most obvious two points in 2015: first, revolutionary changes in the way of brand promotion; two, pformation and upgrading.

Indeed, in 2015, there were many traditional enterprises under the temptation of the Internet. However, if 10 years ago, when Chinese consumers were not from Internet users to "chopped hands", enterprises could still enjoy the dividends brought by online businesses. But when consumers paid more and more attention to quality consumption and more and more attention to shopping experience, how should our traditional retail enterprises develop?

Alibaba CEO Zhang Yong mentioned in Ali's internal speech that e-commerce is developing very fast and needs to be changed in the next few years.

And proposed the three major campaigns of Ali business in 2016: globalization, rural areas, big data and cloud computing.

If on the battlefield of the Internet, what Ali wants to do is to grasp the internationalization, seize the countryside and seize the future.

So what the traditional clothing retailers should do is to grasp the flow, seize the VIP, seize the big data and services, and enhance the user's experience and stickiness.

Traditional retail enterprises are most familiar with picking up lots, doing well in decorating, displaying goods and waiting for customers to come to the door. This mode has been greatly impacted by electricity providers and micro dealers, and is not well suited to the current situation and future trend.

The "Internet +" mode is precisely the need for enterprises to take the initiative to attack on the network. The most important thing is to be able to "reach" the eyeballs of customers. It is a "fan economy" and "community economy" that run good customers. It is a business mode.

Therefore, traditional clothing retailers need to change their thinking, take immediate action and seize the opportunity to successfully pform.

Garment retailers in 2016

First, the traditional store technology pformation, from one screen to multi screen.

The first is the mobile terminal. According to the data, the habit of consumers has shifted from the PC side to the mobile terminal.

The fragmentation of time has forced the development of intelligent devices. Mobile phone terminals can better satisfy users' demand for shopping anywhere and anytime. The brand that can be displayed on the user's mobile phone can be the brand APP or the brand WeChat mall. The latter will continue to expand with the continuous expansion of WeChat users, and the continuous improvement of WeChat's capabilities will be the future trend for enterprises to expand the mobile terminal market; secondly, the flat end will not only display the function of the picture album at the store, but the shopping guide can communicate with customers online one by one through the "guide star" APP, recommend matching and make an appointment for fitting, thus completing the sales closed loop.

Finally, the store has a big screen, and the traditional store has become a digital store, that is, display all kinds of goods through smart devices, increase the flow of customers through the game interactive coupons, and extend the time of customers' stay.

At present, these changes are being popularized in stores. This is the first development trend of clothing retail enterprises.

The two is integration of online and offline, truly realizing O2O.

Again, O2O is not a bubble.

At present, many brands such as Wei Yun cheongsam, seashell children's clothing, and women's wear are all testing water O2O in 2015.

Today, we see a lot of companies going from line to line, such as Amazon, Jingdong, and Yin man, because the sharp reduction of online traffic dividends and the demand of consumers' experience push them to the bottom line.

Similarly, offline retailers are also experiencing development bottlenecks, urging enterprises to accelerate the pace of Internet pformation.

So future online and offline integration is the second development trend we can see.

The three is to use big data.

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Professor Han Yongsheng, a professor and doctoral tutor of the school of management of the Chinese Academy of Sciences, once said, "for the brand economy, it is essentially a community economy. It runs a group of people who share common values, interests and same cognition. They like your brand story and agree with your brand culture. Brand management is how to maintain long-term relationship with this group."

In the past, it was difficult for the entity store, we did not know who the goods sold to us, which group of people were buying our goods, the brand merchants and the consumers were separated by middleman franchisees, unable to interact.

But in the Internet age, let everything become simple, guide shopping through the "guide star" can easily know the fans browsing data, online trial data, purchase data, interactive data, and customer price, joint rate, return rate, etc., also can know fans conversion rate, loss rate, activity and other data, in the past, there will be some ERP, but can not be applied to the actual sales process of shopping guide, and now through these data analysis, guide shopping can accurately and timely understand customer needs, give customers the most matching products and services, brand manufacturers can get more comprehensive big data.

At the same time, allowing users to participate in activities is very much in the product design, so that fans can create value, so that the brand to fans is no longer just one-way, but diffusion type of pmission, help to improve the stickiness of fans.

So the Internet has made the development of traditional retail enterprises no longer so narrow. Many unknown areas are still waiting for us to excavate. As long as our traditional enterprises dare to take the first step of pformation, O2O service providers like "clothing store" have the confidence to lead the traditional clothing enterprises to the "Internet +" blue ocean.