2016 In The Second Half Of The Year, The Traditional Retail Apparel Will Get A Growth Period Under The Warmer Line.

Recently, the latest monitoring data are released: 50 key large areas nationwide in July 2016.

Retail sales grew by 1.3% over the same period last year, a 1.5 percentage point increase from last month, 1 percentage points higher than the same period last year.

Retail sales of clothing increased by 4.6% over the same period last year, and the growth rate was 7.4 percentage points higher than that of the same period last year.

In the first quarter of this year, the gross profit margin and net interest rate of the brand clothing sector improved by 45.35% and 19.47% respectively, representing an increase of 4.97 and 4.74 percentage points respectively over the first quarter of last year.

From this point of view, the traditional retail dress will get warmer in the second half of this year, and the growth period will finally be in line.

Under the pressure of rising costs, fierce competition, and electric shock, traditional costumes are "electric shock".

Fast fashion brand "

"Early" electric shock ", and walked out of a different way of electronic commerce.

In 2015, double 11, UNIQLO tried to force the brand to become a sales champion. H&M and Zara were also reluctant to open up online channels.

National brand Hai Lan's home and Semir have already opened flagship stores in Tmall, Jingdong and other electronic business platforms.

Mei Bang began to try O2O pformation as early as 2009, and built its own e-commerce platform.

Electricity providers are also "returning to the store".

First, don't say that Jingdong, Ali and other electronic business platforms have invested in traditional retail, and the Internet brand Han Du and Yin man have begun opening offline stores.

This shows that online traffic has become a bottleneck, and the value of physical stores is increasingly being valued by Internet companies.

This is one of the reasons for the revival of traditional retail.

But this does not mean that traditional retailers can continue to wait for customers to come to the business mode.

Experts warn that if no change is made to better meet consumer expectations, traditional retail will end.

What should the traditional retail do in the future to better satisfy the consumers' expectations?

Traditional store technology pformation from single screen to multi screen

Traditional stores can make use of Internet technology to promote digital pformation of physical stores, enhance storefront scene, three-dimensional, intelligent display function, and carry out full channel marketing.

For example, the use of WeChat service number access member management, to develop mobile terminal market.

Use the tablet to display clothing, communicate with customers online one by one, recommend matching, make an appointment to try out clothes, so as to complete the sales.

Finally, the traditional stores become digital stores, 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, which is a development trend of clothing retail enterprises.

Shop is no longer a simple sales function.

As a chain store, it is necessary to change the role orientation from the past single sales and profit center to the service center, pick up point, commodity display center, or a good place for consumers to loitering.

The physical store must improve the overall shopping experience to satisfy the new generation of consumers who are keen on shopping through multiple channels.

Enterprises should make physical stores a supplement to online shopping experience and consumers' self search products.

In the future, there will be more commercial forms, experiential, scene oriented and service oriented.

Providing a consistent consumption experience

From pricing to inventory to return, every part of retail experience should be centered on improving the convenience of shopping.

Even if they are shopping online, mobile terminals and physical stores, they will not be affected at all.

Whether they choose to buy online, pick up goods in a physical store, buy them in a physical store, choose to deliver goods, or use coupon codes issued online in physical stores, in short, consumers want a coherent experience.

In a time when consumers can shop with a mouse click, any obstacle can quickly turn into an irreversible loss.

Improving consumer shopping experience is endless.

The most successful retailers regard consumers as the core of all, not the number of sales channels.

As a traditional retailer, we must aim at providing consumers with the ultimate shopping experience, which can satisfy consumers' shopping needs at any time and place.

Transformation of stores is essential, such as increasing leisure areas, opening up children's areas, luggage storage areas, and increasing the time of customers' stay in stores.

Besides, intimate service is also indispensable.

Although the consumer centric approach is critical, we are still far from the end.

Or, there is no limit to the pursuit of improving shopping experience.