Understanding The Development Trend Of Garment Industry In The Past 17 Years And How To Develop The Retail Terminal

The apparel industry's third quarter report shows that apparel retail sector maintained a good growth trend in 7-8 months, but it was affected by the Mid Autumn Festival from September to October. The retail sales in September were poor. According to the China business information network, the retail sales of 100 retail sales increased by 1.9% over the same period last year, which was 0.5 percentage points lower than that of the same month last year. At the same time, the three quarter of last year was a high base, and the double factor superposition led to a decline in the growth rate of the plate.

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At present, China's apparel industry has been innovating in terms of management, new pursuit of perfection, product, marketing, service and other dimensions to create the best customer experience. From large-scale, standardization to focus on consumers, personalized and humanized return trend is gradually getting rid of traditional fashion management mode.

The situation of offline retailing and the closing trend of physical shops drive the concept of "new retail".

Each entity store is an experience center and a brand development hall with basic sales capabilities.

New concepts and new consumption patterns continue to emerge.

17 years development trend of garment industry

1. the continued decline of the macro-economy and the continuous enhancement of the ceilings of enterprise performance force the speed and speed of mergers and acquisitions between industries.

Either large enterprises or small and medium-sized enterprises, under the influence of profit, scale, cost and other factors, they are basically faced with the fate of mergers and acquisitions. Therefore, the brand pattern of the apparel industry presents dumbbell type.

2. nets red shop, fans economy, live marketing

The innovation of business mode has new ideas, such as pursuit of extremes, products, marketing, services and other dimensions to create the best customer experience; from large-scale, standardized to focus on consumers, personalized, humanized return, to meet the needs of fragmentation, many "small and beautiful" will form the foundation of future business development.

Looking at the live broadcast of Taobao, the advantage is that it can directly try and wear the size, and try various styles according to the requirements, so that it can carry out real-time feedback.

The disadvantage is that the product is too complex and the unit price of the product is relatively low.

The way of Hawking and promotion is lower.

3. light luxury, fast fashion into the market

With China's consumer groups entering the era of segmentation, enterprises are vigorously reconstructing products in Pyramid to cope with the increasingly hierarchical consumer groups.

In order to satisfy different customers' preferences for product styles and colors and individual income differentiation factors, so as to maximize customer groups and market ownership, enterprises continue to introduce high, medium and low grade products to form a product Pyramid.

At the bottom of the tower, they are low price, large volume products, earn profits by small profits but quick turnover. At the top of the tower, they are high priced, small batch products, and rely on excellence to get excess profits.

There is not much savings, but there are individual pursuits.

Taobao is more and more do not want to visit, 100 yuan of clothing hoarding the entire wardrobe, but still feel no clothes to wear when going out.

At this time, the extravagant goods with good quality and acceptable price saved their world.

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Nowadays, faced with fierce attacks such as closing stores and mergers and acquisitions, everyone is saying that China is a "bad time" for retail sales, and domestic apparel retailers are anxious and frustrated about the future.

In 2017, the brand with the focus of joining will usher in a more intense shop trend.

Once franchisees consider that they have no profit or profits are far from their expectations, it is very likely that the contract will not cooperate with the brand after the expiration of the contract.

The decline of physical shops is not a bad thing.

From another point of view, this is a sign for garment enterprises to adjust strategic decisions and adjust their operations, rather than the performance of comprehensive withdrawal.

From this perspective, closing shop may also be a sign of health and will not keep the product surplus.

Seamless connection between 1. online and offline

The future will be integrated online and offline, not isolated online or offline.

Customers will compare the online stores in real time, try out the clothes that they choose to choose, and then buy and deliver the goods through the online channels. At the same time, the online customers can also analyze the customer data according to the customers' shopping preferences and so on, and integrate the application, so that the next customers can give more intimate Commodity services when they arrive at the store.

"Offline experience online purchase" "entity + network" O2O mode.

The O2O mode brings new opportunities for the traditional clothing brand to expand new channels, integrate online and offline links, and change the online pure bottom price strategy.

Many famous online brands have chosen to open online stores and interpret brand spirit and connotation in a better service and more intuitive way.

Online and offline the development of garment enterprises today, offline trial and online ordering will become an important trend of the future development of clothing business.

2. diversified development of the brand, "product + service" lifestyle.

UNIQLO is the main player, KM is the main Nordic wind, ZARA is the main fashion, GAP is the American lifestyle dress, Forever21 is the high street fashion girl.

In the final analysis, we should segment the market and catch the masses who do not count the masses.

Never make the brand into a hodgepodge.

In this regard, we can learn from H&M, and its subsidiary line brands such as Monki, Weekday and CheapMonday are developing rapidly.

"In the bottleneck stage of brand development, it is important to relocate, expand product lines, precision marketing, enhance user experience and respond to consumer needs in a timely manner."

In the future, customized, diversified and personalized products and services will be a new trend.

3. the concept of "new retail"

It is a seamless combination of online and offline online ordering, automatic distribution of orders on line, near the store delivery, reducing the express cost, speeding up, and greatly improving the consumer experience. First, new retail stores are more concerned with experience than online stores, and have a larger sales scope than entities. Secondly, new retailers are more concerned about the operation of users.

New retail can be succinctly understood as online purchase, offline experience and self logistics.

By expanding the "new retail" mode, e-commerce and physical retail enterprises are expected to open up all channels and achieve complementary advantages, which can provide consumers with better shopping experience and help expand business scale.

And how to achieve seamless online and offline links depends on the channel integration ability of garment enterprises and retailers.

4. enhance shopping experience

Of course, the era of low price and fast fashion is not to ignore shopping experience. Instead, a good shopping experience will become a new weapon for competition.

Since the end of 2012, the overall situation of consumption in China has not been very good. However, the total consumption of clothing is still growing every year, especially the fast fashion.

The growth is ahead of other categories.

More and more Shopping Mall is being built in cities nationwide, and more emphasis is placed on experiential consumption than on target consumption. The emerging fast fashion brands of the populace cater to this fast fashion consumption mode and quickly occupy the market share.