Where Is The Future Of Clothing Brand Enterprises?

In the Internet age,

The platform is full of flowers and water, and the real economy is very rough.

Where is the way of brand business in the future?

According to the world clothing shoes and hats net, recently,

IT, a senior executive communication, the author received a lot of inspiration, deep sense of enlightenment.

How to coordinate the problem of terminal development and brand development, how to integrate traffic and data, whether online or offline, and how to solve the relationship between online and offline?

These are all vital issues for the clothing industry, and it is worth thinking deeply for all practitioners.

And this is attacking the weakness of traditional brands such as Metersbonwe. Recently, Metersbonwe, which has been hiding insects in the down jacket and taking the lead in "smart retailing", is so powerful that it faces so many problems in the new retail era.

People: the loss of membership can not stop? Big data analysis to achieve precision marketing!

Metersbonwe, which is in the throes of pition pains, released its 2017 three quarterly report. Its first three quarter revenue was 444 million, down 5.69% from the same period last year.

Moreover, the United States also expects net profit in 2017 to be 2.07-3.62 billion yuan.

Performance decline, cost increase and profit reduction are all signs of brand failure. Why do these problems lead to these problems? The core reason is that user needs are not identified.

As of November 2017, the United States has 3800 stores, as the entry of traffic data, should be able to collect enough data to control the consumption trend, but the annual report shows that the products sold by the United States are not in line with the consumer demand.

After the 1990s, the United States did not really know about the 1990s.

Most of these people go to work and are in the stage of struggling and buying RV.

In contrast, the clothes of the state of the United States are old, the clothing is younger, and the attraction to the audience is very low.

Because it did not understand consumer demand, it produced products that were not suitable for audiences, resulting in declining performance and inventory backlog, and then increased sales through publicity and promotion. However, a large number of advertising fees were added, resulting in higher costs. "Combination of two swords" reduced profits and was eliminated by the market in a vicious circle.

This corresponds to the IT manager of the city beauty: "the brand management status is that it has huge terminal traffic data but lacks stickiness. Enterprises need to dig deeper after collecting data, carry out integrated multi angle big data analysis, and present the results to make valuable market decision support."

This is what the brand operation management should do, empty data without analysis and no adjustment, eventually leading to the brand standing in step, or even the front wave was killed by the waves on the beach.

In recent years, although the United States has made some detours: the Internet buys and has a platform, but today, the United States has discovered this problem and has changed it positively: building O2O all channel retail terminal platform tool and big data business intelligence platform.

By opening up internal links such as marketing, commodities, services, organization and coordination capabilities, we can collect consumer trajectories, learn consumer preferences habits, provide personalized precision marketing, intelligent matching, product recommendation and consumer lifecycle management, so as to lock in value added management, enhance brand stickiness and increase joint sales.

The United States will also seek more interaction and resonance with consumers through the construction of online cloud stores and offline scenes. Combined with social big data, we can find rules for consumers, and all the reflected data of customers can be collected and recorded. These data are used to guide commodity planning and enhance brand and product.

After entering the Internet era, big data has become one of the most important ways for enterprises to listen to consumers.

First, collect user information in various ways, use SaaS tools for system analysis, so as to accurately locate consumers, mining consumer needs, and launch targeted products.

In addition, through user portrait analysis, we can effectively understand the consumption trend of consumers and play an important supporting role in the operation planning of headquarters.

Goods: inventory backlog? Improve efficiency is so simple!

Smith Barrack's share of total assets reached 25.28% in 2017. The US stock's turnover time was as high as 204 days. The company's production and sales entered a vicious circle. Compared with Zara, H&M and other widely praised fast fashion enterprises, the success lies in the ability to respond quickly to the trend, and the global supply chain response coordination capability.

Today, the United States has undoubtedly become a typical garment enterprise that is torn by this "high efficiency". The supply can not match with consumption, resulting in a large backlog of stocks. In order to clear inventory, there will be a big discount, and then all kinds of vicious cycles...

In the new retail era, business efficiency is emphasized.

For the clothing retailing industry, supply chain problems exist in every development link. Just like the embarrassing situation in the United States and the United States, the cycle of procurement, warehousing and sales has slowed down, resulting in soaring costs and declining profits, and the burden on enterprises is becoming heavier and heavier.

Therefore, the integration and innovation of enterprise management mode, restructuring the internal supply chain, significantly improve efficiency and reduce costs.

In 2017, Smith Barney further refined and optimized the supply chain layout to effectively link product production and terminal sales.

According to the semi annual report, it has 8 regional logistics centers, namely, Shanghai, Wenzhou, Shenyang, Dongguan, Xi'an, Chengdu, Tianjin and Wuhan, which are pported from factories to regional logistics centers, and then sorted and distributed to the warehouse of the company. Finally, they are distributed to shops, forming an efficient three level distribution system. Among them, Shanghai six cooker logistics center can reach 500 thousand pieces of clothing products logistics processing capacity.

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In the new retail era, the interactive operation efficiency of the line of brand enterprise line is emphasized.

The electricity supplier has continued to grow, but its drawbacks have long been exposed and the cost is increasing.

The operation cost of the electricity supplier is increasing substantially. Too much emphasis on the electricity supplier will only make the brand unable to make ends meet, and end up with the embarrassing ending of "thankless effort".

In the future, enterprises need to take online and offline interactive marketing methods. Terminal stores should attach importance to customer experience and create a more suitable scene consumption for customers' life and work scenarios. Online cloud focuses on convenient shopping and real-time consultation to facilitate consumers' buying behavior at any time.

With the help of full channel services, we can upgrade the real economy, make the connection between each other easier, and achieve fast and effective connection between brands, stores, consumers, shopping guides, establish a full channel membership system, and analyze user data integration on line and offline.

Market: enterprise planning is not landing? Drive terminal is the key!

In the three quarterly report of 2017, the US bond net loss was 79 million 499 thousand and 500 yuan, and it closed more than 1500 stores in just 3 years.

What is wrong with Metersbonwe?

Too much entanglement of the Internet, ignoring the terminal itself, ignoring the needs of consumers.

In April 2015, the United States and the United States launched a fan APP, and the title of "wonderful flower", but nearly 100 million yuan in exchange for a low conversion rate of Fan Ji, and finally September 2017 fan announced that the internal adjustment to suspend operation.

Offline stores have blindly built flagship stores in the most expensive gold areas of the first tier cities, but they have benefited little. Products are unpopular, inventories are increasing, and performance is declining.

It is true that the United States wants to seize the young consumer market. There is nothing wrong with the Internet, but the most fatal problem is that it has made a mistake in the most basic terminal stores.

The author believes that the United States has put too much effort in attracting consumers in the past years, resulting in a lack of planning for terminal stores.

In the Internet era, it seems that most brands are eager to gain instant benefits and blindly rush into the Internet, trying to capture consumers with "convenient offensive".

The expansion of the online market is a large-scale way of opening up, leading to high inventory worries, and brand homogenization.

As CIO, a city beauty, said, "these big brands are ignoring the practical application of the scene, and ignoring how to drive the terminal executors to take the initiative to plan the upper floors."

It can not really improve the efficiency of terminal execution, and ultimately leads to the embarrassing situation that the upper level planning can not land.

Today, the United States and the United States began to gradually adjust the offline strategy, from management terminal to energy terminal.

The company put forward a practical plan to put the right of operation and management down to the store and release the individual strength of the terminal.

The terminal begins to adopt digital management mode, use information technology to perfect store management, and optimize the consumption experience of offline stores.

The core of empowerment terminal is to drive the store to enhance efficiency, and maximize the flow rate, conversion rate, customer price and repeat purchase rate of offline stores.

In the new retail era, the apparel retailing industry needs to grasp the three words of "people, goods and markets", and use the Internet big data to realize the consumption demand and trend. By optimizing the supply chain, improving the efficiency of enterprise management, coordinating the online and offline interactive marketing, effectively driving the terminal and empowering terminals, and ultimately achieving the sustainable development of the brand.

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