The Clothing Industry Is Facing Urgent Problems In The Bottleneck Period.
The "closed shop tide", which was launched in 2015, has spread in almost all the traditional commercial channels, so far there is no sign of decline.
"Deep bottom but far from bottom" is the industry's prediction of China's real business in 2016.
Some economists predict that the physical bookstore will disappear 80% in the next three years.
Within five years, shoe stores and
clothing
Shops will disappear about 50%.
Department stores, supermarket stores, brand stores, if this figure seems to be alarmist, then the number can always make you see.
First, the latest death figures in the clothing industry are as follows
Far away in 2014, not to mention the list.
Etam
,
Seven wolves
,
Joeone
And so on.
In 2015 alone, Daphne closed 827 stores.
Lining
There are more than 1200 stores, and 153 of nine Mu Wang Guan stores.
Joeone
), 148 birds shop.
Many bosses of garment enterprises have to think carefully about the current situation, whether they are willing to help themselves or continue their good offices.
Two, what is the problem of the clothing industry?
From prosperity to desolation, the clothing store has seen a revolution in recent years. But without its cause, we can not predict how the storm will be and how to guard against it.
The reason is not revealed, but it turns out that everyone knows that the entity store seems to be completely dead.
Garment industry
What is the problem? The following are the 8 major problems the author has observed over the years.
1, the clothing industry's quick success and instant profit, overproduction.
China
clothing
Numerous enterprises and small workshops are numerous, and they produce a lot of inferior quality and cheap prices.
clothing
To cater to the low end consumers, the maxim of winning by quantity is the secret of their survival.
Medium sized enterprises rushing out of small businesses are also doing their best to make full efforts to maximize profits.
And then it appeared.
Clothing enterprise
Sales have risen sharply, but cash flows are getting more intense.
2, high inventory pressure and low capital turnover.
Inventory problem is the inevitable product of the garment industry, but a large number of inventory overstock caused by overproduction, and the profits of the phagocytic enterprises make a large number of garments on the verge of bankruptcy.
At present, the high inventory problem is one of the most serious problems facing Chinese clothing enterprises.
At present, even if all garment enterprises in China stop production immediately, their inventory accumulation can also be sold for at least three years in the domestic market.
3, homogenization competition is serious.
You can separate the following brands.
clothing
What are their characteristics? (please don't tell the author that you don't know that they are all
Men's wear
)
Seven cards,
Sino
The king of nine herd,
Seven wolves
YOUNGOR,
lilanz
,
Semir
...
I believe that many men are familiar with these names, but what are the characteristics of their brands? I believe most people do not know or care about them.
The consequences of the homogenization of brands make them less personalized.
Whether it is fabric, quality or style, or even interrupt the display of stores, all tend to be identical.
The mutual Shanzhai between brands, even vicious suppression, has made each other fall into the trap of internal friction.
4, lack of talent and lack of innovation.
"The upgrading and development of garment industry should first start with talents, and training a large number of high-quality and high level clothing professionals is the most powerful guarantee for the upgrading of garment industry."
Zhou Shikang, Dean of Hongkong garment college, said.
High end fashion designers not only know the design, fabric and fashion, but also know the market or even the assembly line.
At present, the main designer who has the ability to lead a brand is scarce in China.
Designer
It can't satisfy high quality and high grade.
clothing
The production demand can not predict the market trend, the direction of the trend, nor the long-term vision of the plan.
Mediocrity is doomed to bad performance, and it is difficult to escape the nightmare of high inventory.
5, extensive channel marketing, high marketing costs, and management confusion.
Clothing brand
In order to quickly occupy the market, blind expansion of large quantities of large circulation channels, the cost of marketing has increased, the brand effect has been decreasing, and the consumption ability of consumers has been overdrawn.
The quality of the shop assistants is uneven, the management is confused, and the brand awareness is very low.
The clothing industry has been suffering from illness for a long time, and it can not solve the problem overnight. How can this industry state be reflected in the physical store? We might as well start from the physical store.
Three, what's wrong with the clothing industry?
1, customer chain breaking viscosity low
Garment industry
There are always outstanding consumers.
GUCCI
,
PRADA
perhaps
Nike
There is no problem in the recognition of Lining and other brands, and the frequency of repeated purchases is relatively high.
But for most of the unknown street shops, there is no brand effect at all, but more often than not, when it comes to cheap ones, they can't remember where to buy them.
Low viscosity user attributes add to the volume of offline stores.
2, no information is known.
Clothing entities can not deliver information to the target consumers in a timely manner, resulting in information blocking, which makes the store's inherent weaknesses more magnified: information blocking increases consumers' time and cost and physical strength for finding suitable clothing, and information is opaque, so it is easy to spend money wrongfully.
So the clothing store presents the feeling that the price is high and the style is old, which aggravates people's alienation to the physical store.
3, important external cause: electric shock
Per capita online shopping in 2011
clothing
It has accounted for 63.6% of the total expenditure of clothing, and there has been a trend of growth in recent years.
Online retailers
The rise has undoubtedly taken away a large number of offline stores.
Offline stores are having a hard time with high inventories, so brands are constantly trying to "shock".
The problem of different prices in the same price has further promoted the more and more deserted stores in the booming electricity market.
However, the electricity supplier is not an effective way to inventory.
Under the line
Physical store
It is forever. The real shopping experience of a physical store is
Online retailers
Can never be replaced.
Secondly, the price of counterfeit goods accompanied by low prices and the same price have seriously threatened the existence of the brand's own stores.
As the garment industry continues to move on, most brands may die.
E-commerce has gradually lost its advantages, online and offline integration is quietly coming.
Three, solution: embrace the Internet enthusiastically.
Once known, it will lose its mystery and allure.
That is to say, when new things arise, information asymmetry causes few people to know, and when everyone knows, there is almost no play.
This is also one of the reasons for brand sellers' "electric shock" loss.
Of course, there is a new way of Playing: Amazon opened the first offline entity bookstore in November last year, and then Dangdang did the same thing. Taobao and Jingdong also opened their own experience hall.
This shows that the entrance under the line is being paid attention again. So, before the arrival of the draught, can the clothing store under the line be ready enough potential energy to jump up?
Where is the outlet of clothing store under the line?
Four, look for APP, offline.
Clothing store
But live
Entities and electricity providers can not be replaced, no one can survive alone.
The only way to make up for each other is to get through and complement each other.
1, look for, break the barriers of clothing store information dissemination in time and space.
Look, it's based on geographical location and location.
Big data
Algorithm offline offline clothing store discount information APP.
In search, merchants can publish information about activities, discounts, new models and so on anytime and anywhere, and users can capture the information of discount activities within 3 to 5 kilometers of local clothing at the first time. Users will not miss any valuable news no matter whether they go to work or eat or even go to the bathroom.
Information from the shop is unknown, and every news is concerned. Such a huge flow of information has given merchants the greatest exposure.
Quality information - to shop consumption - real shopping experience, do not have to worry about quality, color, courier and so on.
Perfect!
2. Offline marketing tool for clothing stores.
Looking for the business side, not only can publish information about activities, discounts, new products, etc., but also can share social platforms with one button, and easily realize multi platform marketing.
Looking for powerful backstage data statistics function, enables merchants to observe activity data in real time and adjust activity strategies.
Brand subscription, shop visits, store collection, merchandise browsing and so on, the background data is clear at a glance.
In fact, the most direct embodiment of search function is going to stock.
The most serious problems are solved by the natural price advantage of stock and the powerful information exposure.
3. Customer relationship maintenance
For stores, repeat customers are too important.
Under the restriction of region and population, buying and selling a hammer is not long. Instead, we must treat every customer with caution.
Customer relationship maintenance is particularly important.
In the past, many businesses maintained this relationship through WeChat QQ, but this method is not ideal because the privacy of social software is strong.
Therefore, look for more suitable for pure commercial exchanges, or simply and purely the relationship between buyers and sellers.
No interruptions and interruptions, no initiative or passivity, and no repugnance.
4, level management authorization function.
Looking for business terminal to easily realize the upper and lower level authorization management, simplify the process and improve efficiency.
Even if you are a brand dealer or agent, even if you manage thousands of stores, the hierarchical management authorization function can directly authorize each manager and store manager to have a clear view of every shop and merchandise.
Large data mapping function in the background, clear description of various data trends and provide custom reports, more worry free!
Five, the pformation of the garment industry pains can not be avoided
Chinese
Garment industry
After decades of development, there are a lot of traditional factors precipitating, so the difficulty of pformation is self-evident.
However, when it comes to the trend of "Internet +", it seems that talking about pformation means doing business.
Such a wrong and one-sided view exists among the vast majority of traditional clothing practitioners.
And we can see clearly now.
Online retailers
After so many years of development, it has not solved or alleviated industry problems, but has swallowed up the benefits of physical stores.
So I believe that in the future, the electricity supplier is still unable to solve the fundamental problem.
We have begun a new exploration. We can not do without.
Physical store
We can't lose our jobs. We can't afford to lose them.
The Internet is the product of the development of the times. It is a tool for people to lead a happier life, but the store is not as bad as its appearance.
However, the Internet is not wrong. The mistake is that we did not follow the footsteps of the times in the past and take a correct way to integrate online and offline.
At last, today, the right way has come. Are you sure that you willingly die silently like that?
The pformation pains of the garment industry can not be avoided. We should hit the road.
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