Industry Crisis And Industry Creativity

Linked with fashion, this is the most innovative industry. But in 2012, it was in a dilemma. The reason is very simple -- stockpile.

From Lining to the United States, those who once walked in the forefront of the industry seem to be a negative textbook at once.

The reason for "hoarding goods" lies in the logic of mass production of clothing enterprises and the compulsion of "selling" to consumers.

The production and sale mechanism seriously lagged behind by garment enterprises and the unrestrained expansion of brands, resulting in a large backlog of products.

In the era of scale expansion, the streets are flooded with all kinds of brand stores and staged a clothing industry enclosure movement.

The consequences of large-scale expansion make inventory become

The maximum pressure.

Large scale stock has spawned a new form of apparel industry, the prosperity of the tail cargo market.

At the entrance of Lining and Mei Bang's clothing warehouse, the tail cargo traders get goods at a low price to an incredible price: when each garment is taken away at a price tag of 95% off, it means the loss of brand dignity.

Faced with serious overcapacity, Chinese garment enterprises must recognize the urgency of strategic pformation and take the initiative to change.

The pformation lies in the change of management thinking. The phenomenon of the movie "little time" is very interesting. On the one hand, the mainstream media is condemning and cutting down. On the other hand, it won the box office of 500 million yuan in a short time.

You can hate the "little time", but you can't ignore the audience of "little time".

In the Internet era, users are online.

"Little time" is a successful example of digital marketing in the era of big data, which caters to the taste of young audiences in the Internet age.

Therefore, enterprises should establish Internet thinking.

Chinese garment enterprises can no longer talk about success or failure in terms of scale and sales volume, and find new markets and new models through continuous innovation.

In the era of Internet, garment enterprises should have the ability to meet the individual needs of consumers, or they will be eliminated.

Some enterprises began to adopt the online and offline fusion mode to realize the seamless marketing mode of complementary products.

On the line, Masa Marceau "makes light companies like traditional companies." the core competency of an enterprise lies in its R & D and design capabilities under the line.

In order to meet the needs of users rapidly, the realization of ZARA fast fashion strategy under the line depends on its fast response supply chain system, and the key of supply chain construction is the optimization of business processes.

User demand is the core of all business models.

In the traditional large-scale manufacturing mode, the first thing is to create products and spread advertisements, and the big stars to spare no effort to promote sales are not necessarily suitable for the future development of China's garment industry.

The demand characteristics of the Internet era are personalized and customized, so garment enterprises must innovate the way of communicating with users.

The innovation of products and business models is to identify users, understand users and do what they want.

Some enterprises try to use new tools and forms to establish close relationship with users.

In 2011, Nike launched a positioning running product, which uploads running data to Nikeplus's website. Users can get a lot of information about running routes from the website.

GARMIN's bicycle navigation and running watches are also closely linked to satellite positioning and Internet big data.

The clothing industry is essentially a creative industry.

for example

Pure natural materials, as well as a steady and elegant environmental color, brand image emphasizes natural, healthy and perfect; hemp family uses cannabis varieties to improve, so that they do not have harmful properties, but retain the functions of moisture absorption, breathability, mildew resistance, bacteriostatic and so on. The company launched the two series of "Chinese upstarts" and "gardens" designed by Korean designers, including classic business style, based on black and white gray tone, yarn dyed stripe, fashionable jacquard, elegant lattice fabric formal shirts and Western-style clothes.

Some garment enterprises are strengthening their core design capabilities and developing into creative enterprises.

The offline experience of garment enterprises also presents personalization.

For example, the virtual fitting mirror service, using the touch free shopping guide screen, can simulate the wearing clothes in the air.

The emergence of 3D printing technology also provides various technical support and choice for garment enterprise personalized product customization.

The emergence of these virtual technologies has led garment enterprises to reduce their inventories and provide customized services according to the needs of users, fundamentally changing the logic of the value chain links of traditional clothing enterprises such as design, production, distribution and retail.

For garment enterprises, big data and Internet era are not so remote. Chinese clothing enterprises should think about how to combine the characteristics of the times with the product innovation of enterprises, how to make use of and create big data, how to let users accurately find themselves and how to meet the individual needs of users?