How Should The Domestic Brands Deal With All The Fast Fashion Brands?

According to the quarterly monitoring report of China's B2C market in the third quarter of 2016, in the third quarter of 2016, the scale of clothing trade in China's B2C market reached 248 billion yuan, an increase of 60.6% over the same period last year. In the final analysis, just like the media, fans will pay more if they have more fans to produce. If the brand name is too big, they will have to produce good products and consumers will be willing to pay.

Even in the depressed environment of retail industry, consumers' demand and enthusiasm for clothing have not been greatly affected. This is why last year, double 11 Taobao women's clothing 3 net red shop sales broke 100 million yuan. In fact, consumers are still there, money is still there, but people are no longer attracted by cheap explosive money, but more concerned about quality and brand. In the final analysis, just like the media, fans will pay more if they have more fans to produce. If the brand name is too big, they will have to produce good products and consumers will be willing to pay.

Because consumers pay more attention to product quality and connotation, the attraction of fast fashion is not as good as before. Fast fashion brands need to focus their attention on products, speed up the market reaction speed and accelerate the spanformation and upgrading of brands.

UNIQLO spanformed itself into the direction of the high quality clothing brand and got rid of the fast fashion brand image that only focused on fashion trends. It was committed to designing and producing high quality clothes and trying to work with H&M. ZARA And TOPSHOP and other fast fashion brands.

ZARA is calling Nike to combine fast fashion with sports and vigorously launch sports products so as to catch the eye of consumers again.

Fast fashion is a barometer of clothing retailing. We know that if the brand design plan is not accurate, it is likely to be far from the popular market explosion, and those consumers who are popular in the sales process will lose more than half of the turnover because the supply chain can not keep up with the market. How can we enrich the structure of our products and hit consumers more accurately?

The whole process of design, planning, proofing, and production of goods and logistics to stores is shortened from 6-12 months to 1 months. New monthly press conferences are held every month, with 1000 monthly. SKU The selection of style suppliers.

The reason why such a large number of SKU can be achieved is due to the concept of design interconnection. In today's shared economy, why should designers not be able to share it? A collaborative platform with nearly 50 designers and studios will be sent to the designer. A platform will be sent to designers every month to design a quick anti fabric book. PPT will tell designers the style, category and age that designers need to design.

In order to avoid gambling in a desperate way, the principle should be light at first, and the best way to reduce the sale of "exploding money" is to make a small batch and multiple batches. Stock Increase profits. This is the advantage that a better supply chain can bring to the brand. It can help to deliver goods in 7-14 days, logistics to stores, and quick turnover.

In order to implement the "quick new and quick turnover", the platform links fabric factories, design resources and manufacturing resources to form the three major interconnections. In addition to the design interconnection mentioned before, the platform uses the concept of "fabric interconnect" sharing economy, and works with the fabric suppliers of fast fashion brands at home and abroad to develop finished fabrics, and develops a lot of semi finished cloth white germ cloth for two times to form a finished product with higher cost performance.

In addition, Chi developed a software management system (QR-SCM) for the fast reverse supply chain. After the factory's production schedule is visualized and implemented comprehensively, the brand name can be querying the order number at the mobile terminal in the future, so as to understand the real-time production schedule of tailoring, on-line (assembly line), offline, packaging, shipment and so on.

For more information, please pay attention to the world clothing shoes and hats net report.