Content Creates A New Retail Era Of Online And Offline Integration, Subversion Of The Price System.

Under the baptism of the tide of the Internet, many traditions clothing Brands have been stationed in the electronic business platform, hoping to get a larger network. Shopping Traffic and fire from the Internet are like Inman And so on, but began to lay down the line, and opened a large store. The "shop operators" and "electricity suppliers" who had been struggling to get rid of the invisible line separated from the line were filling the gap between them.

Online and offline integration, subversion of the price system

"Our online layout is to cooperate with our customers, we are responsible for production, customers are responsible for sales, give full play to their strengths and do well together." Chen Hongjin, general manager of Kunshan Xin Da Shun Garment Co. Ltd., is about to appear in CHIC2017 (Autumn), told reporters.

According to the world clothing shoes and hats net, the new double faced cashmere coat produced by Xin Dashun has always been the fist product of the company. It has a very good reputation in the consumer group with its excellent quality. But during the fast development of Internet, they saw that e-commerce became synonymous with all kinds of low quality and low price goods.

"I think consumers are becoming more rational both online and offline, and they are more focused on quality than ever before. If we can make the online channel give prominence to the quality advantages, we will have a good development in line with the channel to highlight the price advantage. But as a ODM company, Xin Da Shun has its own brand and sales channels, but it is not good at the operation of the electricity supplier.

Luckily, there are e-commerce brands in the new customers. "Their professionally coupled with our product support has greatly increased our orders and reduced production costs." Although in this process, the new DA Shun did not directly participate in the distribution of online channels, but the cooperation of the two has been integrated and complementation in their respective resource advantages, and finally the effect of 1+1>2 is produced.

Like the new Dali Shun, the famous Rui wedding dress is also relying on the Internet to reduce the cost of making wedding dresses. The difference lies in that the spanformation of Ming Rui is more thorough.

Starting from several years ago, Cai Zhonghan, general manager of Ming Rui group, took the advantage of "flexible supply chain": "with the improvement of economic level, the purchase rate of domestic wedding dress will rise, but at present, the wedding dress on the market is not a low-end product of several hundred yuan, that is, the advanced customization of 10000 yuan. If fame and fortune can provide enough high-quality wedding dresses and control the price within the public's acceptable consumption power, it will surely get consumers' favor.

In order to achieve this goal, Ming Rui has been reshaping the whole supply chain chain from design research to raw material collection to production to logistics, including constantly trying new sales models, adjusting the layout of physical stores, and finally realizing the rapid production of small quantities by data management. "Consumers can place orders by scanning the code. The original 8000-10000 yuan wedding dress can be controlled by 3000-4000 yuan through the famous Rui" flexible production line.

Two line integration is easier said than done.

Despite the fact that online and offline high integration has become a trend, whether they are local old clothing enterprises or emerging brand, they already realize the necessity of online and offline communication, but there are still many problems in the implementation process. For Ming Rui, to achieve fast production in small quantities, we must first solve the problem of data docking among different channels.

"We have sales in Tmall, Jingdong and WeChat, including offline stores. If the data between different channels can not be seamlessly connected, it will cost a lot of manpower to do it, which will be greatly reduced in efficiency." Cai Zhonghan told reporters. In order to solve this problem, Ming Rui has been making positive discussions, hoping to further enhance its operational efficiency.

As a matter of fact, at present, the system of the apparel industry is generally in a state of fragmentation. To achieve data interoperability, it means to tear down the original information system. This is difficult for the offline brands like Ming Rui who have decades of operation experience to quickly import and switch. This is why Ming Rui began to realize the necessity of online and offline integration in 2008, but it didn't start operation until 2016. "We must first break the original system and re locate products, pricing and customer groups before we can complete the layout of new retail sales." Cai Zhonghan said.

On the other hand, online retail of offline brands is mainly achieved through cooperation with the third party e-commerce platform. And each brand has its own style and tonality, whether it can be consistent with the tonal regulation of the third party e-commerce platform, and is also a matter for the offline brand to consider.

For example, GIOVANNI FABIANI, an CHIC footwear developer in Italy, has opened its own Showroom in Shanghai, China since 2015. "At the end of last year, after the brand Italy headquarters opened online shopping Shop Online, Showroom began to test the water online in China. At present, it mainly opened up markets in Western global stores, and is also actively promoting cooperation with vip.com and Singapore. Although we have talked with Jingdong on CHIC, it remains to be seen whether there is a genuine match between the brand and Jingdong. " Mr. Gong, director of brand Asia sales, said.

Content creates the era of "new retail"

In the impression, the fashion trend that clothing brand is competing for O2O is not far away. "Internet +" has become another hot spot for chasing. But when the concept of "new retail" comes out, it soon becomes the focus of brand discussion. This series of changes has made people feel the acceleration of the spanformation of clothing retailing.

In fact, no matter in which era, the essence of any industry is still "content is king", which includes brand, product and service. No matter how subversive the business model is, it still depends on the content to win. At this point, both Xin Da Shun and Ming Rui know very well.

"New DA Shun, from its creation to the present, always pursues the production of every coat, provides better products for brand customers, and chooses partners who pay more attention to quality. The choice is two-way. " Chen Hongjin believes that the speed of Internet renovations is very fast, but the brand can not drift with the tide, do its own "content", so that we can go to the final in this competition.

This cognition is more concrete in Cai Zhonghan. In the interview, he described to us the perfect retail scenario to be built in the future by Ming Rui: "in my ideal new retail era, no matter through online or offline channels, clothes can enjoy the same quality, same price, same service, the same convenience." For example, when I enter a shop, I can just scan the clothes on the spot by mobile phone, and I can know what colors, sizes and sales volume of the clothes are, and how the customers evaluate them. When I spend my time, I can choose to take them home or send them home by mail. When I feel this dress is not suitable, I can change it at any time. "

In the process of exploring online and offline integration, although brand makers need to judge and adjust the trend in combination with their specific circumstances, it is undeniable that the boundaries between the two have gradually blurred and disappeared. The retail line is divided into two parts. The real desire of consumers is only to satisfy their needs through the shortest path.

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