"Double 11" Has Created A Brand New "Battle" For The Clothing Industry.

"Modern people are living in a fast-paced, competitive and super stressed life. They need to release their pressure to find a reason.

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"This artificial Festival has found an excuse from singles day, and the business has helped to make it a social topic and even a habit."

Zhu Weiming, executive director of the Institute of international fashion at Zhejiang Sci-Tech University, told reporters.

Unconsciously, the "double 11" has entered the ninth year. From the initial online low price war to the online and offline linkage "buy good", both supply side and demand side have changed dramatically.

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As far as the field is concerned, the "double 11" is not only the home of strength, but also creates a brand new "battle" for the new situation.

From the overall situation, data show that in 2009 the first "double 11" activities involved 27 brands, and Tmall's "double 11" sales volume was only 50 million yuan, while last year's "double 11" could be regarded as the whole nation.

Participation, sales reached 120 billion 700 million yuan, became the "Carnival" of the whole people.

Zhu Weiming said that since the development of "double 11", the suppliers on the supply side have made qualitative changes in the product level from the initial inventory of low cost goods to the goods ready for several months ahead of schedule.

And in terms of businessmen's concept, the "sewer" has been pformed into the most important main sales channel in the second half of the year, from the original view that "double 11" is only a line of goods to be dumped.

According to the world clothing and shoe net, the reporters found that this year's "double 11" brand is very lively.

Landing on Tmall platform, you can see that Nike's "low to 50 percent off", Adidas's "full enjoyment", Puma's "low price craze"......

The first tier sports brands that are hard to meet low discounts in shopping malls have taken a look at the "double 11" node; for domestic brands, too, the sale of "3 free 1" signboards and Anta's "2 reduction of 1" have been seen. Lining also told reporters that the brand has been warming up for several consecutive weeks, hoping to seize the "double 11" this year and achieve better performance targets than last year.

While the supply side is at the same time, the demand side also changes.

The rise of the middle class, the upgrading of wind and consumption, and the competition of commodity prices have also become an important part of customer experience.

In Zhu Weiming's view, the electricity supplier is just a channel to touch consumers. Good products are the key to success. No matter how the marketing channels and channels of products are constantly changing in the sales process, no matter how the merchants "flicker", consumers eventually buy or products, so the products are still the essence of the "double eleven" period. Besides, modern consumers should not only enjoy the functional value brought by the products themselves, but also provide more high-quality experience for the Internet users, so there is also a seamless connection between offline retail and online.

For this year's upcoming "double 11", it is easy to see that, while the main price advantage is being made, the "pre payment" good purchase has also become a gimmick in the clothing field, and the high quality product itself has become a "sharp weapon" to attract consumers.

In addition, new retail has opened up another battleground in the apparel industry.

Take UNIQLO as an example. Last year, when the "double 11" 10 hour online products were sold out, they posted "welcome to the offline store" and other channels in the official website, official micro and Tmall flagship stores, and successfully drained the consumers to the offline.

According to the reporter, this year, it has also provided more than 500 stores in the country to support the "online order, the fastest store within 24 hours".

Consumers can choose their own stores to pick up the goods by themselves, even if they cross the province and cross regions, they can achieve the best stock in the fastest 24 hours.

"A underground single, B to pick up goods" innovation O2O new retail service has become a major highlight of UNIQLO campaign "double 11".

"For the highly experienced clothing industry, online and offline organic integration is definitely the trend of the times. In recent years, in the final ranking of the" double 11 "period, the trend of online and offline integration is obvious, and the branding consumption agglomeration effect is enhanced. Under the online brand, the" double 11 "period is the top of the sales rankings.

Zhu Weiming pointed out that when the offline clothing brand began to realize the change of user portrait and gradually adapted to meet the fast fashion demand of consumers, consumers in the same brand that could also satisfy the quality and fashion demand tended to buy the offline brand that had formed the brand perception.

Through online and offline brand O2O interaction, creating an experiential and ecological closed loop for customers will be the direction of the future clothing brand development.

In order to meet this "new battle", in terms of specific operations, Ryui Seiso, President of UNIQLO, said that he had to pform the past "invisible customers" and to make the global supply chain management and information system react more uniform and faster, and to completely subvert the supply chain of material distribution, painting, design, production and sale, and to provide customers with the goods they really want.

And through unified customer sales data, using big data technology to get a more thorough and comprehensive customer insight, understand consumers' demand for shopping experience at any time and any scene, and even engage in post analysis insight, move to advance insight, and make more precise customer clustering and provide richer, more accurate information for distribution, production and services.

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