Analysis Of The Ten Modes Of Garment Industry And Some Cases

Through nearly three or four years of gestation, shock and breakthrough,

The industry is constantly showing some distinctive development models. Although some models are not new, they will surely occupy an increasingly important position in the future. We can sum them up into ten major development models and provide some cases to facilitate understanding.

To be careful

Model 1: digital production mode of flexible manufacturing

China is a big country in garment manufacturing, and has a deep foundation for manufacturing.

But over the past few years, the apparel industry has suffered from high inventory. This shows that clothing is facing more serious efficiency problems. On the one hand, it is high cost, and on the other hand, it can not satisfy the rich and personalized needs of consumers.

The era of large-scale on-demand production will come gradually, and the digital manufacturing mode of flexible manufacturing should be born.

Contrary to the flexible manufacturing digital production mode, the traditional large-scale mass production mode is from "large-scale futures production" to "spot based agile manufacturing", and even a small production line mixed production mode.

This is a more intelligent automated production mode involving mental labor and

Market management and other aspects can not only reduce production costs, shorten the manufacturing cycle, but also enhance the responsiveness to the market and create more powerful information flow.

Case study

The crucial link of ZARA's success is

The sensitive supply chain system has greatly improved the lead time of ZARA.

(the leading time is from design to the time to sell clothes on the counter) the Chinese clothing industry generally takes 6~9 months, and international brand names can generally reach 120 days, while the shortest ZARA is only 7 days, usually 12 days.

This is the decisive 12 day.

The prosody of ZARA's sensitive supply chain dwarfs China, known as the "world factory".

Some international clothing brand giants know that ZARA is fierce, they just can't learn and can't imitate.

Why?

ZARA launches about 120000 kinds of fashions in a year, and the amount of each fashion is generally not large.

Even in the best selling style, ZARA has only a limited supply. Often there are only two pieces in one store and one shop, and it is sold out and not replenished.

Just as the limited issuance of stamps has increased the value of philatelic products, ZARA has made a large number of loyal followers through this "manufacturing shortage" way.

"Multi style, small batch", ZARA achieved a breakthrough in economic scale.

To be careful

Mode two: F2C high-tech sales mode

F2C high tech sales mode is the abbreviation of Factory to Customer. It means that the factory has further integrated the e-business platform of high and new technology. It provides consumers with more competitive products through strong offline industry support, effective data collection and quality control, and rapid market reaction.

F2C high-tech sales mode can effectively solve the problem of large inventory.

Enterprises with productive capacity can be produced in accordance with consumer orders.

The two is to have the advantage of price and quality.

Manufacturer's identity is the guarantee of reputation, product quality and after sale.

The three is to solve the sale of single goods.

Factory products can not be as comprehensive and rich as branding, thus finding a way out for the sale of a single product.

Four, customization is more specific and personalized.

Consumers can also customize products directly to factories to meet individual needs.

Five, for garment customization, digital volume information collection can be realized, more accurate and more data security.

Case study

At present, more and more F2C is being used in China.

For example, P & G, GUCCI fragrance, beauty, and national cellar 1573.

To be careful

Mode three: integrated store mode

In 2014, an important phenomenon of clothing channel is the attention of integrated stores.

Integrated store is a retail mode worth exploring, and will develop into a new mainstream business mode.

An important feature of the integrated store is that it shows strong channel control power. It chooses strong brands or strong goods. The right of choice lies in the shop side. Capital power tends to channel rather than products. This indicates that the pition from simple brand to channel business is beginning to rise.

On the other hand, strong integrated stores have the ability to negotiate with brands and commercial real estate, which can strengthen the binding with commercial real estate and integrate brands and industries.

Case study

B+ is the most popular fashion B2B platform for women's clothing in China. The whole name is "BuyerPlus". The Chinese plation of the "buyer's home" has nearly 10000 different regional conceptual clothing lines under the exhibition hall.

The B+ platform is integrated online and offline, focusing on cost-effective products. It has gathered hundreds of excellent single category female supplier resources, running through the upstream and downstream of the apparel industry chain, boosting the upgrading of China's fashion industry.

Whether it is channel brand, collection shop, Tmall, net red buyer, or the designer of the single product, B+'s one-stop service has built an industrial bridge.

In from July 7 to 9, 2016, B+ will bring more than 600 designs of women's wear to the sixteenth Shenzhen dress Fair (Shenzhen Exhibition Center 300 party B+ special venue, 1 exhibition hall 1D11-17), with a platform based supply chain solution provider's identity, to show B+'s phased achievement in the clothing industry exploration process -- the new business mode of the clothing industry.

This is not only a fashion feast in the face of more than 20 countries in the world, but also a subversion and awakening of the upgrading of the traditional women's clothing industry model.

In today's era of information pparency, all business appeals can be simplified to appeal to products. The appeal of products is the demand for "fresh, quality, cost-effective" products.

B+'s new business model is the insight into the ultimate demand for single products.

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To be careful

Mode four: designer brand mode

The clothes worn by Peng Liyuan, chairman of the first lady, when visiting President Xi, made designer Mark's designer brand "useless" known to more consumers.

With the gradual growth of local clothing brands and the growing maturity of the clothing consumer market, the designer brand model will become an increasingly dominant brand development mode and will be more closely integrated with business.

The most notable feature of designer's brand mode is to directly face consumers with personal inspiration and creative design, with small brand audiences, self-management, word-of-mouth dissemination, unique selling style of products, and meeting the individual needs of specific consumer groups.

Designer's brand stores are few and single, and the scarcity will further enhance the added value of the products. The corresponding customers are more high-end fashion.

Case study

In November 2009, the first shop of "Dong Liang" was founded in five small Hutong shops with less than 20 square meters.

Wang Yaoyu, the owner of "pillar", once said: "from the initial efforts to convince the first cooperative designer, until now, we have more than 20 designer brand resources." Dong Liang "always strives to convey the sincerity of design to the most original guests.

It is precisely because of the relentless pursuit of design that we have today's "pillars".

At present, "pillar" has established cooperative relations with 20 designers in China, including Heyan (He Yan), Ye "s" (Ye Qian), VegaZaishi Wang (Wang Weiwei), Sankuanz (Shangguan Zhe), (Na) Too Zhang Na, Jl, NeitherNor (Wang Chu Qiao) and so on. They always insist on "using the original heart for permanent design" and together create today's designer brand store.

It has to be said that the "pillars" create the miracle of the designer brand in the mainland.

It is expressing its own fashion proposition in the capacity of the Chinese designer's platform, and uses its tireless efforts to share experience and report to China's fashion industry.

Just like what the pillars said, "we hope that the more the shop, the better.

In this way, the cultivation of the market will be better and sales will be better. "

To be careful

Mode five: D2C network platform sales mode

D2C is the abbreviation of Designerto Customer (designer to customer). On the D2C e-commerce platform, designers communicate directly with customers through various effective ways, directly communicate their design concepts and related design products by designers, and eventually sell them to customers, eventually forming new value chains for designers, network operators, manufacturing enterprises and terminal customers.

This is a new mainstream mode of e-commerce that has great potential in the market.

One way for designers to communicate with customers is to sell them in advance, which can control costs and control output and form zero inventory.

For products, customization at different depths leads to different levels of customization specifications.

D2C network platform sales mode will promote customization more fashionable and popular.

Case study

There is no typical case of success in this model for the time being.

To be careful

Mode six: O2O online offline interaction mode

Since 2012, especially in the second half of 2013, the O2O has become a hot word in clothing and the whole retail industry. The news of O2O mode has been heard by companies and brands.

The brand begins to pform the supply chain, upgrade the technology, experience the terminal and adjust the agent structure to achieve the integration of online and offline.

In the field of clothing shoes and hats, this mode mainly refers to the bottleneck problem that can be used to make up the goods on line and make up for the entry rate of physical stores.

In the future, with the gradual deepening of online and offline integration, enterprises will realize that the seemingly virtual online economy has become a new entity economy, and has merged with the traditional entity economy. E-commerce has become a "non electronic" business, forming a different part of the essence of business. O2O will also become a new comprehensive mode of the real economy operation.

Case study

UNIQLO has always believed that physical channels (stores) are of great value to consumers. The main role of O2O is to provide services for offline stores, help offline stores to increase sales, and promote the effectiveness of the promotion, and each paction can be tracked.

As early as April 2013, UNIQLO realized the multi-channel layout of "store + official website + Tmall flagship store + mobile phone APP".

UNIQLO's APP supports online shopping, two-dimensional code scanning, coupon issuance and offline store enquiries. The online shopping function is achieved by jumping to Tmall flagship store on the mobile phone side. The coupon payment and offline store inquiry function is mainly for the offline store to bring in the flow, increasing the frequency of user to store consumption and the customer price.

Direct, effective, in terms of strategy, UNIQLO has achieved two-way integration online and offline. First, the coupons and two-dimensional codes displayed on APP are specially designed for stores, which can only be scanned in the physical store, and can be directly drained from the APP to stores. Secondly, the two-dimensional code of goods and coupons in UNIQLO stores is designed specifically for its own APP. Only the APP of the UNIQLO can be used to scan and identify, so that the consumers in offline stores can be attracted to online, which improves the load and utilization rate of APP. With the high-quality functions of APP, users of UNIQLO APP will become more loyal consumers, thus forming a virtuous circle. In my view, UNIQLO's O2O layout is simple.

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To be careful

Mode seven: lifestyle experience shop mode

Another concern shop in 2014 is lifestyle experience shop.

Under the clothing brand line, physical stores are becoming more and more strengthened, and experience becomes irreversible trend.

Against this background, the more pure lifestyle experience shop model is taken for granted.

The lifestyle experience shop has made the experience marketing centered around the customer experience the greatest extent in the sales terminal.

This requires the lifestyle shop to maintain the following advantages: first, specialized operation, establishing and concentrating on the core competitiveness of satisfying the core values of the target customers; two, maintaining the retail rules of experiential marketing; attracting more experience scenarios will bring better sales results; three, maintaining a high brand premium capability; and four, continuously optimizing and innovating the target customers oriented formats.

Case study

The United States, known as the "don't go the unusual way", has launched the "life experience shop + American bond APP" mode, and has launched 6 experience stores nationwide. The United States expects to keep the consumers in the experience store through the comfortable Internet service provided by these experiential shops, provide the high-speed WiFi environment and comfortable coffee in the shop, and have a large number of public tablets for users to use. Users can drink coffee to visit the American bond APP to buy goods, and also can choose to deliver goods after the APP order, so as to achieve the online offline traffic flow.

Life experience shop mode is a bold and innovative attempt in the field of clothing retailing. In this mode, stores will no longer be limited to static offline experience, no longer a simple shopping place, but also can enjoy the Internet and rest while shopping, especially provide a pleasant environment for men who are shopping with couples to relax. When they are bored, they can surf the Internet with coffee, browse the commodity introduction on APP, or send them directly to the home on the phone, which will increase the downloading of APP, and lay a good foundation for users to purchase and use the mobile phone net.

The specific mode of American life experience is still being tested. The core is to increase the retail experience of stores, and strengthen the diversion of mobile phones to APP under the line, so as to enhance the user's mobile APP precipitation and prepare for the next step to strengthen mobile Internet shopping, interaction and membership system. However, coffee tables and Internet environment (Internet tables, etc.) occupy a lot of space in the storefront. If the "life experience" and "Internet environment" are the core of store pformation, will it deviate from the core of clothing retailing?

To be careful

Mode eight: brand / channel dual operation mode

The movement of clothing brands in 2014 is the optimization and upgrading of channels.

For the clothing brand with multi brand strategy, the way of multi brand centralization bundled shop opens up a comprehensive sale in the retail store, changing the channel from public resources to monopoly resources, and squeezing and squeezing out competitors. At that time, the brand performance of the brand is a bit of a channel.

This mode of operation can be called the dual operation mode of branding / channel providers.

In the process of implementing this mode, the group successfully breeds the consumer brands of many common customers through the brand incubation work completed by enterprises in advance.

Many brands have already had the market monopoly property after they hatched and matured.

Case study

In fact, the vast majority of multi brand strategy clothing brands are doing this now.

To be careful

Mode nine: intelligent retail mode

One of the main directions of the pformation and upgrading of clothing brand is the refinement of management and management, including building an efficient supply chain system and a retail terminal with high yield ratio.

With the gradual application of big data and Internet of things, business practice will become more intelligent, and intelligent retail will become a mainstream trend.

Intelligent retail technology is distributed throughout the supply chain, but an important feature is the application in retail terminals. It focuses on customer behavior through various "perception" technologies, including RFID technology, two-dimensional code scanning technology and 3D fitting, and gets the needs of customers through data mining and analysis, helps enterprises make more appropriate and timely business decisions, and provides more humane and deeper services.

Case study

Yintai joined hands to create medical benefits (formerly Zhong reishuang) to jointly build the first "EAS+RFID" smart store experience store in China.

Guided by big data products, we should upgrade the consumption experience from five aspects, such as retail loss prevention, intelligent inventory, smart fitting, magic mirror shopping guide and self service cashier.

This collection intelligent store integrates EAS and RFID advanced technology to achieve intelligent loss prevention.

In terms of asset protection, intelligent EAS retail loss prevention, through the stable performance of the acoustic magnetic buried system, combined with small and flexible loss prevention materials, to ensure that the open shelves sales from the source to the store to minimize losses, bring free and easy shopping atmosphere, to provide a strong asset protection for the United States and the United States.

At the same time, the detection system can ensure alerts in case of abnormal conditions.

Here, we can not see the traditional fence type burglar door, and feel comfortable and free.

Intelligent RFID technology improves the accuracy of inventory, realizes the single product tracking of RFID, makes inventory, fitting, shopping guide and cash register process more intelligent and convenient.

At the same time, the collection relies on strong backstage data support, through the store data grab, through the background data optimization display, improve operation efficiency.

The smart store solutions throughout the supply chain provide reliable protection for full channel retailing, and bring a magic shopping trip to the party.

The Magic mirror fitting mirror has magical magic, and it can read every piece of clothing carefully.

In the instant that customers take care of themselves, the system automatically identifies the customers' favorite items through the mirror, and reads information about goods, models, fabrics, professional collocation, and so on.

It is worth mentioning that you can also use the magic mirror built-in lens self timer to easily share your friends circle immediately.

If you like this one, you can directly order the magic mirror and start with the direct payment of Yintai APP.

To be careful

Mode ten: full channel retail mode

With the development of e-commerce, especially the rapid integration of online and offline economy, traditional retailers are rapidly regenerating themselves, and have entered the whole channel retail stage from single channel and multi channel.

This means that retailers will be able to interact with customers through various channels, including websites, physical stores, service terminals, direct mail and catalogues, call centers, social media, mobile devices, game consoles, televisions, network appliances, door-to-door services, etc.

These channels integrate and echo each other, and further deepen and blend the above representative new models to become the omni-directional marketing force.

The full channel mode requires retailers to serve customers as a separate brand, no matter what channels they use, and for consumers, from discovering goods to making purchase decisions, and then to after-sale services, they experience a multi-channel purchase process.

The whole channel retail mode is a kind of "integrated" mode of operation. All the above mentioned modes can be included, which is the mainstream retail mode under the new entity economy.

Case study

There is no typical case of success in this model for the time being.

To be careful

The clothing industry in 2016 is still facing many challenges as it did in the past two years.

But compared with previous years, while going to inventory, the industry has begun to think and change after action and exploration.

"Mode" may be just a phenomenon, not necessarily a complete "method". However, there is always a difficult strategic opportunity to emerge in the early stage of an industry breakout and RE development.

In the future, there will be more, more updated and more effective development models in garment industry. Clothing enterprises need to find their own models in the future development process and create their own competitive edge so as to win a favorable position in the new competitive situation.