How To Brand Consumers Is Becoming A New Topic This Year.

According to the world clothing shoes and hats net, 2017 is called "yes".

In the first year of the year, online and offline integration became more intense.

New retail outlets, new technologies, new species, new playing methods have springing up, capital, new players are pouring into the retail industry, and the retail industry has shown an active atmosphere that has not been seen for many years.

On the one hand, Ali, Jingdong and so on.

The platform began to infiltrate under the mass line, and the expansion was normal under the line. The integration of online and offline began to merge from capital integration to business integration.

On the other hand, the value of physical business is more prominent.

Will usher in the valuation blowout, return to the source of value.

One thousand people have one thousand Hamlett in mind. Of course, for the coming 2017, every retailer has different feelings and perceptions.

Indifference separate your walls from the wall, and enthusiasm makes you feel attractive.

The 2017 of the new retail year is coming to an end. Customers are the focus of all these new "new" cores when new draught, new technology, new species, new play and new services emerge.

Before, the theory of "product is king" and "channel is king" also seems to be useless.

How to curry favor with consumers has become a new topic this year.

This is even more true for clothing brands.

In 2017, the whole garment industry showed a more positive, flexible and rational posture, and at the same time, it played a clearer role in the role of consumers.

The brand is no longer blindly superior, unilaterally pmitting information to consumers; instead, it talks about consumers in a more positive and enthusiastic manner, and improves their products, services, marketing and other aspects according to customer feedback big data.

If I use a song to describe the 2017 costumes in my eyes, I think May's love ing is more suitable.

But the two lovers are brands and consumers.

Brand public relations "stay with you to stay up late to chat to burst liver is also okay", channel development "to accompany you to stroll into a flat foot is also okay", brand staff, "thank you for allowing me to rebirth the entire orz"......

All in all, every clothing brand "you can't beat your heart".

Focus on consumers again

"Millennial generation", "middle class" and "consumption upgrading" can be described as one of the words used to describe the current situation of clothing this year.

It is precisely because the rise of the millennial generation and the middle class has further promoted the upgrading of consumption in China.

At the same time, brand names are more clearly aware of the important role consumers play in them.

Millennials have persuaded them to try new things for them by buying beyond the imagination of clothing brands.

"Net red live", "fans Festival", "Music Festival", "flash shop", "face recognition", "joint name", "smart store"...

After all, pursuing novelty, advocating brand, emphasizing individuality, focusing on emotion and intuition are regarded as the more distinctive consumption characteristics of the millennial generation.

At the same time, they are active in all kinds of social networking sites and receive the latest fashion information.

They are more daring to accept new things than ever before.

For this reason, in the past year, the United States has invested a lot of energy in studying the young target consumer groups, and made accurate consumer portraits, trying to understand today's young people's attitudes and fashion preferences from the aspects of personality, circles, preferences and so on.

The United States has summed up young people as "two independent and two dares", that is, independent personality, unique thinking and daring to speak.

On this basis, the United States boldly promoted the pformation of Metersbonwe brand, upgrading from a single style to the 5 independent styles system covering the different routes of leisure, fashion, street, minimalist, Sen and so on under the same brand, and vigorously improving product quality, and creating competitive products with high cost performance standards.

Semir, for the first time, approached consumers in the form of "super fans Festival", and conceptualized marketing activities, aimed at strengthening communication and interaction with consumers, and establishing a good bond with Semir's target consumers.

Semir Brand Director Wen Chen said that the reason why he thought of interacting more frequently with fans was because the environment changed, or rather consumers changed.

"Now 90 years are already 27 years old, and most of our customers are young people between 16 and 30 years old.

Our users are changing, which requires us to find out what we need now after 95 and 00. "

In the view of Wen Chen, the era of information pmission from the brand side to the customer once again ceased to exist.

"We must know the demand points of customers in time, so as to better satisfy them and form two-way information pmission".

After all, on the one hand, we can learn the customer's demand from interaction; on the other hand, we can also increase customer loyalty to the brand.

It is worth mentioning that at the beginning of this year, Taiping bird, who had just moved to the capital market, showed a trend of latecomers in terms of products and marketing methods.

Men's "24 hour no convenience store", children's clothing "Xiao Huang people flash shop", women's clothing "LIVE ON STAGE" big show, Lok Ting joint "bird" series Slogan Tee, high-end women's wear MATERIAL GIRL and UMBRO joint name, storm Music Festival shock bus......

In the development process of "fashion" as the brand's starting point, Taiping bird has sniffed the trend of the trend change better than most of the traditional brands. In just 3 years, it completed the tonal iteration of the brand and deeply captured the wardrobe of the 90's.

In the view of Taiping bird, the present millennial generation has a stronger "ego" preference.

Today, with the constant changes in consumption concepts and aesthetic tendencies, the trend of capturing trends needs to fully understand and integrate into the lifestyle of young consumer groups.

In the analysis of the trend of the wind, we need to be able to firmly grasp the changes in the market, not afraid of change, before change.

It is not just to please.

All know that to change, but not blindly.

As mentioned above, the reason why the United States has split its original brand into 5 series instead of 6 or others is based on the collection and analysis of consumer data in the early stage.

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"3 years ago, I began to adjust Metersbonwe.

After going to hundreds of cities, we came to the first line of contact with consumers, thinking of such a consumer background, what should I do for my product? "

Zhou Chengjian said earlier in an interview, "we did a lot of market analysis, made a consumer portrait analysis, and later concluded that it can be attributed to 10 categories of consumer portraits.

Then through screening and investigation, we will finally determine the 5 major lifestyle scenarios.

This is precisely the big data analysis project Semir is trying.

Use data to analyze target consumers' portraits so that push, marketing, interaction and sales are more accurate and effective.

As Asia's fast fashion giant, UNIQLO was recognized by consumers, and data analysis helped a lot.

Take the past double 11, though it is still the first category of online clothing category.

However, the first day of "double 11" activities in offline stores again detonated the passenger flow of offline stores.

As of 11.11 noon at 12, the sales figures of the new retail outlets of O2O and the stores were 10 times more than the usual figures.

The decision is also based on the findings of UNIQLO and third party research institutions.

Data show that 72% of consumers want double 11 promotion time longer, not only double 11 day; 58% of consumers hope that online stores and stores have synchronized commodity preferences.

In response to consumer expectations, double 11 UNIQLO will open a shopping Carnival in advance for the first time in physical stores in 2017.

During the double 11 activities, UNIQLO launched the "online order, the fastest 24 hours in more than 500 stores nationwide", "free change, free change personalized service" and "p regional quick pick-up" and other services, based on its early analysis of 16750 consumers nationwide.

The essence of retail is to arrive at accurate people accurately and accurately.

To put it simply, sell goods to consumers. "

Angel Bay venture partners Pang Xiaowei once said, "and people still play an extremely important role in software. Only by thinking, learning and learning from others, can we achieve the goal of continuous retail innovation and continuous retail value through upgrading the formats, user operations, strategic upgrading and organizational change."

Remarks: in Orz2004, it became a new subculture in Japan, China and Taiwan.

The meaning of this illustration is that a person faces the left side and kneels down to the ground. In Japanese, the original meaning is "frustration in front of the body". O stands for the head of this person, R represents the hand and body, and Z stands for feet.

People use this symbol widely on the Internet, such as e-mail, IRC chat rooms and instant messaging software, to express their frustration or frustration.

In general, this symbol is spelled out in spoken English rather than an English word.

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