Can Ma Yun Save The Amoy Brand Clothing Under The Online Trend Line Of "New Retail Theory"?

Ma Yun recently proposed that "the era of pure electricity will soon be over, and online and offline logistics must be combined to produce real new retail."

Ma Yun's "new retail theory" is the most exciting stimulus than the on-line brand. In recent two years, the brand name can be said to face the dual pressures of internal and external troubles. It is urgent to find new ways. But what is the so-called "online strike line" of Ma Yun is the best solution to all problems? The answer may not be so simple.

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In the past, the online brand's low price explosion mode is no longer applicable, and it is difficult to go too far simply to spell prices.

The way of self rescue of Amoy brands needs more methods and wisdom. Whether it is simple or not, the integration of the future online and offline is the problem that the Internet brand has to face, and there are opportunities and challenges under the line.

The essence of business is evolving from "paction" to "service".

The potential of the store is unlimited, but the Internet brand must understand the value of the store before it can act.

Crisis of Amoy brand

According to the world's clothing shoes and hat net's understanding, this year's double eleven once again refreshed the paction record, the electricity supplier continues to "prosperous", but the prosperity also can not cover up many online clothing electric business's frustration. This year only one of the top ten of the women's wear list is Han Du Yi she's list. In the past, the "grand occasion" of the double brand eleven of the brand name is not there, and the terrible thing is that the future can't see the trend of the brand rising again.

Faced with the dual pressure of internal and external troubles, leading to

Scenery no longer.

First, let's take a look at the internal worries of Amoy brands.

Amoy brand is the product of Taobao traffic dividend. With the advantage of the seller's market in the early Taobao, it is possible to create several brand names by selling several explosions.

But now the traffic dividend is disappearing, and the cost of getting passengers is increasing. Every time a new user is obtained, businesses will have to pay huge costs.

As for foreign invasion, it even smothered the brand.

Before the traditional brand does not attach importance to the electricity supplier, but many big brands now regard the electricity supplier as an important development strategy. Because of the brand recognition and brand tonality of the traditional brand, as long as the price is slightly adjusted, the brand is taught in minutes.

These so-called internal and external troubles are not the most terrible news. The most horrible thing is the future consumption trend. The upgrading of consumption is the trend of the future.

What is the brand name of a large number of traditional brands?

The seriousness of the problem has been obvious. Many businesses have begun a difficult "self rescue road". Ma Yun's "new retail concept" came out at the right time, pointing out the direction for many people -- offline.

Can we solve all the problems of Amoy brands when we rush to the line?

First, a group of cruel data: in the first half of 2016, the seven wolves shut off 519 stores, 236 of IgG, and 190 of Giordano, and the sales of GAP were serious.

These traditional manufacturers have been working hard for many years, and their brand tonality is also clear.

How much confidence can the Amoy brands operate under wireless experience?

Even if the scope is narrowed down to the fast fashion category of similar tonality, the business situation under the line is not very optimistic. In addition to ZARA and excellent library, there is hardly a particularly successful case for domestic brands.

Therefore, many people in the industry issued a sigh of "not to be offline."

But now the real problem is not to solve the problem of sighing and complaining, but to seek death under the line, but to do nothing is to wait for death.

In fact, a lot of Amoy brands have started exploring under the line, such as Amoy brand test water offline collection shop in Yintai; the Chengdu type Kade Taurus shop attracts more than 40 brand names.

Under the traditional offline brand line, the operation efficiency of the store is not high enough. As for the distribution of goods, the store must produce stock effectively.

For clothing, a multi SKU, shallow inventory product, it is easy to enlarge the inventory, thereby restricting the healthy operation of the profit and supply chain, as well as the time cost and the economic cost.

Clothing CEO Du Lijiang pointed out the essence of the problem.

That is, simply moving the line to the line, efficiency, supply chain, inventory and other issues have not been fundamentally resolved, it is useless and self searching.

The chronic illness of offline stores can not be improved in a short time. Internet brands will have a new way to go under the line.

From "paction" to "service" store opening correctly

In the future, the offline store of the Amoy brand is based on "people", giving priority to efficiency. In other words, it is to satisfy all consumers' demands as the starting point, and to increase brand and consumer perception on the basis of ensuring efficiency. Sales volume is not the most important thing.

Branding must focus on brand tonal rather than online or offline.

In the future, users will be faced with "90%" and "00". What can move them is brand tonality and "humanistic concern".

Like Starbucks, who has been beaten up by COSTA and a dozen cafes, through the design of comprehensive changes, the theme shop with feelings and experience has been gradually reclaimed.

These are to rely on the line store to achieve, including store location, marketing, design display, category selection, store experience and so on, to comprehensive brand adjustment, unified to do.

More interesting reports, please pay attention to the world clothing shoes and hats net.