Clothing Business New Retail Upgrade Experience Shopping

According to the world clothing and shoe net, the competition in garment market has become increasingly fierce in recent years.

Cao Lei, director of the China Electronic Commerce Research Center, pointed out that clothing is the first category of electricity suppliers, and is one of the highest sales categories in the entire electricity supplier industry.

According to Ali's word of mouth released the "2017 line retail ecology report" that the line is still the main retail position at this stage, the electricity supplier will continue to squeeze under the line retail share.

On October 11th ~12, at the 2017 joint venture meeting, the founders of the two enterprises of Yin men and Metersbonwe respectively shared views on the new retail upgrading of garment enterprises.

For apparel brands, both online and offline, it is necessary to make changes based on the market environment and the development of the Internet era.

Online efficiency, low cost, heavy experience under the line, but only the integration of the two, in order to achieve the future.

The rapid development of e-commerce has brought a series of Internet clothing brands with fire, "Han Du Yi house" and "Yin man".

And so on quickly enter the consumer's line of sight.

Fang Jianhua, founder of emann, believes that the clothing industry is more experienced. Customers need to buy and go, and need to feel and feel the texture and size of clothing. At present, the apparel industry accounts for about 22% of the online value. The proportion of future online may increase, but not more than 50%.

Fang Jianhua said frankly, when he walked from the line to the line, he saw that the number of passengers under the line was double that of the line. "The same customer, the online flagship store only bought 300 yuan, but it would buy 600 yuan to the line, because the experience of the line is different, and the brand value is different."

From the essence of new retail, it is not simply "commodity + channel" that means new retail. The Internet improves business efficiency and brand efficiency, which is the essence of new retail.

In the future, do traditional businesses want to do online? Do online businesses want to be offline? "Fang Jianhua said." I think online and offline are like two legs of a person.

If we only have one leg on the line, we will not be able to walk at all. If we only have one leg on the line, we will not be able to walk fast.

Only two legs on the line can run faster and farther. "

Zhou Chengjian, founder of Metersbonwe, said that the essence of new retail and old retail is retail, and the essence of retail is to provide consumers with quality brands and the ultimate shopping experience.

What is the ultimate shopping experience? Of course, it includes membership management, drainage management and so on, but the last essence is to return to the product.

"In today's commodity surplus era, we must never underestimate the consumer's ability to identify products. He will not create or create. But he will choose to say that he is not afraid of goods, but he is afraid of goods."

Zhou Chengjian believes that whether the brand of online channel or the brand of offline channel, the core is to make the product well, and the competitiveness of the product is reflected.

Turning to the development strategy of the Internet, Zhou Chengjian admitted that he had been impulsive. Embracing the Internet does not mean how the United States wants to develop online.

Zhou Chengjian told reporters that "once I wanted to be a platform, I thought I could make a Tmall and a Jingdong again. That was my impulse to be ignorant. Now I want to turn the behavior of ignorance and impulsiveness in the past into a productive force."

Whether big data or precise management is adopted, we can maximize the supply chain capabilities, products, operational capabilities, efficiency and accuracy by leveraging the Internet.

As for channels, online and offline will embrace.

Zhou Chengjian believes that offline experience needs will be bigger and bigger. How to let consumers have more reasons to touch and experience at close range is a very important and crucial issue.

Nowadays, there are many products, many channels, many consumers, no shortage of brands, but lack of good brands with high recognition.

Whether it is a channel retailer or a product retailer, or a brand retailer, we need to think about how to achieve the most recognizable brand product in such an overcrowded business environment.

According to the analysis of people in the industry, for traditional clothing enterprises, there are many billions of scale, but for Taobao women's clothing brand, it seems that one billion is the ultimate.

According to the "2015-2016 China clothing business report" released by the China Electronic Commerce Research Center, the performance of Tmall's double eleven clothing sector in 2016 is under the traditional clothing line brand Semir group.

To become the biggest winner, the brand of electric business, such as Han Du Yi house and Yin man, retired to the second tier.

From this point of view, online enterprises' balance line is very important.

The Internet also has great opportunities for development.

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