How To Pform Traditional Clothing Industry From The Perspective Of "Snow Song" Clothing

As we all know, China is the largest clothing consumer in the world and the largest in the world.

Producer country.

Though so, China

The development is not satisfactory, and the main obstacle hindering its development is relatively weak sales ability and increasing inventory pressure.

First, the clothing season is obvious, and the renewal cycle is becoming shorter and shorter.

Some people say that even now all China has.

They all stop production, and Chinese do not have to worry about not having clothes to wear.

All the inventories of all enterprises have been sold for two years on the market.

Though exaggerated, it can objectively reflect the current domestic situation.

The brutal reality.

At the same time, the cost of rapid increase of warehouses is often accompanied by large enterprises.

Clothing sales doubled several times, but cash flow did not increase.

After a year of hard work, all of them ran away from the warehouse.

Two, consumer habits are changing, and sales of traditional clothing companies are weak.

In the age of online shopping, the shopping habits of consumers have changed dramatically.

O2O is developing rapidly. Taobao's annual sales ranking TOP10 is 70%.

Shops, such as vip.com, Shang pin discount, and other vertical apparel business platform, is also rich and means, a large number of consumers.

Economic development is uneven and demand is diversified. The study of consumers' demand for different levels of market demand is

Relatively deficient, this also causes the enterprise to be unable to realize the product precise marketing, reaches the consumer directly.

Clothing enterprises lack the ability to seize the hot spots of the market, so they can not build the brand effect quickly.

The limitations of market experience and the lack of research have led to the fact that quite a few enterprises can not pform their products into market.

Sales channels have become a constraint for garment enterprises.

Case analysis: snow song costumes

Founded in 1997, it is a collection of elegance.

Professional women's business and leisure design, production, sales in one brand women's clothing enterprises.

Faced with the question of how to balance the relationship between sales and inventory, the management of snow song has been racking its brains.

As Tencent released the WeChat public number, which guided the trend of mobile Internet, the snow song also took the opportunity to explore the O2O+ enterprise number.

Develop new ideas.

The path design of snow song O2O is to go to the store first -- then the member -- then to the consumer -- and finally the whole network, they will not exist as a single carrier, and every group ecosystem will touch each other and connect with each other.

Exclusive store +

As the core, linking consumers, products and businesses together is the main feature of snow song O2O.

Making the traditional business mobile, data and material linking is an important way to realize the subversion of clothing marketing mode by WeChat song.

Upgrade and optimization plan

Compared with other garment enterprises, "

On the reform road, the construction of O2O marketing center should be bold and deep, and its core content is "one center, three ecosphere".

A center: member and consumer centered.

The three ecological circle is: Based on the WeChat service number, a comprehensive consumer circle is built. Based on the demand field, shared inventory, sharing members, the principle of order distribution, etc., it fully supports the shopping scenes of PC and mobile terminals, so that consumers outside the area can place orders to the offline stores whenever and wherever they want, and create a circle of consumer ecosphere for the terminal. Based on the whole channel ecosystem system + WeChat enterprise number + intelligent terminal equipment (such as XG TV), the terminal intelligent ecological circle is built.

So, what kind of ways does WeChat serve the three ecosphere? Let's introduce them one by one.

(1) ecosystem XG HD+ WeChat enterprise No.

about

It is their work objective to understand the real needs of customers and help customers solve the problems of clothing selection and payment, and provide customers with the most perfect and convenient service.

In the face of picky customers, they can only guess their customers' preferences according to their own experience, and there is no quick way to get them.

Style and size.

Now with the combination of XG HD and WeChat enterprise, the salesperson of snow song can easily get the data support of the whole enterprise.

such as

You can find out the history of the members' purchase so that you can know the customer's buying habits and dressing styles.

You can show your interested clothing models to your customers.

You can share the standard match of this season's products.

With the help of the enterprise number, if the customer's clothing style is broken, the salesperson can initiate a pfer request through the company number to other stores.

It can even allow customers to place orders directly in the enterprise number and pay for the goods with WeChat. After the store orders, they send the goods directly to the addresses of customers, while customers can query the real time logistics information of goods through WeChat.

The combination of enterprise number and XG HD solves the problem of staff communication delay and untimely communication on XG HD.

Snow song enterprise number is

The shop assistants, shop assistants, dealers and the total generation provided information on the circulation of goods from upstream to downstream, which promoted the speed, accuracy, production and sale rate, capital turnover rate of single store goods allocation and pfer, reduced the inventory pressure of single stores, and reduced the staffing problem of traditional brands based on the traditional allocation and pfer of staff at headquarters.

At the same time, the exchange of goods between stores can also be accurately displayed in the enterprise number. After the paction is completed, the management can accurately make mutual subsidies to the buyers, thereby stimulating mutual help among the stores, and enhancing the overall cohesion of the employees.

The XG HD+ WeChat enterprise successfully managed the inventory circulation, online payment, member management and message push.

(two) ecosphere WeChat service No. +XG HD + WeChat enterprise number

In the past, customers bought

You need to shop three times, try it in the store, and pay for it again.

In the era of mobile Internet, the scene of consumer shopping has been mobile and fragmented.

Any contact point can prompt him to make a purchase decision.

In this new consumption situation, how can snow songs use WeChat service No. +XG HD+ WeChat business function to easily connect these fragmented consumers, drain consumers, and promote single store performance for offline stores?

Two examples.

For example, through the WeChat service number's LBS positioning function,

When customers enter the service mall, they can directly communicate with the nearest shopkeeper or store manager, so that they will quickly establish contacts with customers. After the online paction, the shopping guide will check the inventory according to XG HD and deliver the goods quickly.

such as

To do a marketing activity, you can push members to participate in activities through the service number message template. Members of the snow song will share the benefits after they have snatched the benefits, thus forming the influence of their members on the surrounding friends, and forming the purchase intention in the user's circle of friends.

In the event of factory activities, the shopping guide can use XG HD as customer at the scene.

。

Consumers can choose goods when they are in service numbers. By connecting the business numbers, the service numbers can connect the shops with consumers, such as the connection of commodity information, the connection of logistics information, the latest connection of new goods in the exclusive stores, and the number of shops in the vicinity, whether there are goods and so on.

The salesperson in the store will conduct the final paction through XG HD.

For O2O, WeChat service number +XG HD+ WeChat enterprise number is a complete whole channel ecosystem.

(three) ecosphere XG TV+ WeChat enterprise + WeChat service number

XGTV, yes.

The shopping guide screen will be installed in all exclusive stores.

According to snow song, all shopping scenarios will take intelligent devices as the core. All driving cores will take data as the foundation and value. All business links will be digitalized and Internet based. Based on all three, snow song has built an ecosystem based on XG TV.

In this ecosystem, consumers can touch the screen on their own initiative (XGTV touch screen 48 inches), or touch the screen under the guidance of shopping guide.

It allows users to see what the clothes they wear are on others' bodies (such as a star or VIP, etc.); it enables users to see how many collocation of a garment can make users interact with shopping guides; it can show the clothes that are still on display on the shelf; it can provide consumers with better interaction between shopping, trying and matching, thereby improving the rate of trying, turnover and joint.

Another way to play is that, under the guidance of XGTV, consumers can scan WeChat to establish connections with WeChat service numbers, and play some interesting experiences through different applications.

If consumers can upload and share their beauty map in XGTV through the service number, the full channel eco data center will be synchronized to the XGTV of the national stores, so that consumers in other stores can get the current popular purchase information dynamically and intuitively.

For example, based on the service number, consumers can display their avatars, names and experiences in the barrage area of XGTV in the national stores, so as to create a unique consumer experience for customers.

XG TV+ WeChat enterprise + WeChat service number, snow song brand store has become a user centered experience center and customer participation and sharing stage.

Based on the three ecological circles of WeChat technology, the ultimate interpretation of the domestic traditional clothing enterprises "

"Gorgeous pformation", but also very good solution to the clothing inventory and sales of these two difficult problems.

The case of snow song has given valuable experience to the garment enterprises that are confused and helpless to the pformation.

If you treat tradition

The pformation and upgrading have their own unique insights. Please scan the two-dimensional code under the article, and look forward to joining in our heated discussions.