How Does The Clothing Brand Solve The New Challenges?

According to the world clothing shoes and hats net, after many years

The baptism and development of competition.

Opportunities and challenges coexist.

In the face of new retail sales,

How can Amoy brand solve the new challenges and move out of the new development path of clothing brand?

Clothing brand is a brand new clothing brand based on Internet e-commerce. It is the concept of "online original brand recommended by online shopping mall and consumers".

After its cultivation, growth and outbreak, the clothing brand has entered the new retail period, and the brand has also risen from prosperity to decline, facing the increasingly fierce competition, declining profitability and supply chain difficulties.

After years of baptism and development of market competition, facing the new retail, the opportunities and challenges of Amoy brands are coexisting.

The development of clothing brand

The rise of the clothing brand, on the one hand, the rise of the Internet and mobile Internet, the rapid growth of the number of Chinese netizens, the dramatic changes in the number of Chinese Internet users, the gradual change of online shopping habits from the novelty to the habit, the online shopping as an important consumer place, the flow volume bonus; on the other hand, the creation and rise of Taobao, Tmall, Jingdong, vip.com, Su Ningyun, mogujie.com and other online shopping platforms, and the guidance and nurturing of consumers; third, a large number of entrepreneurs pour into the e-commerce platform, and clothing online shopping has become the most important category of Internet consumption.

With the guidance of the efficient management mode of network brand, the result of its performance is to promote the upgrading and pformation of the entire garment industry.

Reviewing the development history of China's clothing e-commerce, it has gradually entered the new retail period after the incubation period, the development period and the outbreak period (see Table 1).

Table 1 development process of garment business

According to the monitoring data of China Electronic Commerce Research Center, in 2009, the scale of clothing online shopping market in China reached 62 billion 600 million yuan, and the 2010-2015 years were 1257, 2035, 3050, 4349, 6153, 745 billion 700 million yuan respectively. As of 2016, the size of clothing online shopping market was 934 billion 300 million yuan (see chart 1).

Fig. 1 paction scale of Chinese apparel online shopping market

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The current situation and challenge of clothing brand

1. the status quo of clothing Amoy brands

The clothing brand faces the increasingly fierce competition.

On the one hand, foreign fast fashion brands such as UNIQLO, ZARA and H&M have risen rapidly in the Chinese market, and have been sinking from the first tier cities to the two or three tier cities.

On the other hand, the apparel brands on the line are deeply involved in the Internet, and the distribution of traffic is squeezed and the conversion rate decreases.

In 2015, the brand name of UNIQLO, ONLY and so on ranked the top 11 in the "double 11". They have been ranked the top two brands of "double 11" sales.

The clothing brand is facing the pressure of multiple cost increase and superposition, and the profit level is decreasing.

The production cost of Amoy brands, labor and materials has increased, domestic traffic dividends have slowed down, passenger and operating costs have increased, and cost increases have made it impossible for the low price unit to maintain a healthy level of profitability.

In addition, the weak brand accumulation caused the lack of premium capability and the decline in profitability.

Clothing brand faces the plight of the supply chain.

The number of front-line workers engaged in clothing production is aging, and the lack of young people's participation in the production of brand names is relatively small.

The traditional supply chain mode can not meet the supply needs, and it needs to create a new fast supply chain.

2. in the face of new retail, clothing brand is facing new opportunities and new challenges.

With the advent of new retail, with the new technologies of cloud computing, big data, intelligent manufacturing, VR/AR, unmanned warehouses and UAVs, the clothing brand is facing new opportunities for development.

Cloud computing and big data bring more accurate marketing promotion and customer management and customer service capabilities to clothing brand; online sales and user database will also provide the possibility of clothing pre sale; VR/AR technology promotes customer's shopping experience and sense of acquisition; intelligent manufacturing promotes the pformation of traditional clothing production, and the technology of unmanned warehouse and UAV promotes the bottleneck of clothing warehousing and logistics links.

With the arrival of new retail, the iteration of consumer group, the change of consumption concept and purchase psychology and behavior, the clothing brand is facing new challenges.

The continuous iteration of the consumer group, its stronger self-awareness, personalized attitude to life, positive consumption concept, the brand diversification, differentiation, and quality of the new requirements.

With the promotion of consumption, consumers' purchase psychology is from "cheap" to "cost performance" to "paying for the preference and service".

The development path of clothing brand under the new challenge

1. ways to enhance brand influence and customer shopping experience

Online and offline are different channel classifications. One of the biggest differences between clothing brand and offline brand is the difference between brand culture influence and shopping experience.

Based on the needs of customer group experience, the needs of brand culture communication, service needs, social and emotional needs, offline stores have the advantages of displaying brand image, enhancing brand cultural influence, enhancing customer acquisition and shopping experience.

The rise of idols, fans and fans, and celebrity endorsements that match brand style are effective tools to enhance brand image and cultural influence.

The current customer group, using WeChat on average, has landed more than 768 million users on average, and has gradually become a serious user of social media.

WeChat interactive platform to a certain extent, to meet the needs of customers' social and emotional communication, enhance the sense of acquisition and shopping experience.

Clothing, Tiancheng, Jiangnan Buyi and so on have been in the area of draining powder and communication, using WeChat and other social tools, using big data to carry out precision marketing, increasing the repeat purchase rate and customer price, and increasing customer stickiness, enhancing the sense of acquisition and shopping experience.

Online and offline integration and complementary advantages are another way to enhance brand culture influence and shopping experience.

The development of apparel brand under the line needs to break the original growth path dependence and resource allocation dependence. It should have an independent professional offline operation team and create its own profit model.

Offline integration helps to enhance the confidence and influence of Amoy brands.

To pay attention to the three or four line market opportunities, La Natsu Bell three line and below urban income accounted for more than 45%, Anta, urban beauty three or four line city's income has a higher proportion, high cost performance clothing brand and the three or four line market has greater matching and fusion degree.

Hui Mei put forward the plan of "thousand cities and ten thousand stores" to promote the layout under the line.

Split silk began to try physical stores, factory stores and other offline mode, to achieve interaction and integration on the offline offline.

Online and offline integration needs to solve the conflict of two yuan channels and lead to the impact on financial performance. Garment enterprises should strengthen the solution of two conflicts between channel areas and channel communication.

2. promotion path of clothing brand's premium capability

The clothing brand is viewed from the gross margin data published or found (see Table 2).

Table 2 Comparison of gross brand interest rates for garments

According to the data in Table 2, clothing brand is generally lower than that of offline brands.

Consumers are willing to pay for the brand premium and reflect the brand value. The core of the improvement is the product and service.

At the moment of high traffic cost, the mature clothing brand has formed certain natural barriers in competition, following the trend of product design ability, fast response supply chain, loyal customer group of a certain scale, big data analysis ability, precise and efficient operation, high-quality customer service experience, and clothing brand must have the confidence of brand value.

SPC segmentation model applicable to the clothing consumers in the electricity supplier environment provides a brand new way of thinking for customer management in the apparel business operation.

The promotion of the brand premium capability of clothing has its natural attributes, that is, clothing is not a completely standardized product, but also the differentiation of customer utility evaluation.

If you can provide differentiated services to customers with collocation consultants, color matching assistants, APP similar to the replacement game, and find users willing to pay for differentiated services, strengthen and capture such values through a system, such as membership.

However, the Chinese fashion brand membership system has not yet found an ecological mode that the factory (business) and customers benefit from together. It is only the integral subcontracting, special discount, and so on, which affect the gross profit subtraction, rather than creating the win-win addition of factory (business) and customer value.

The promotion of the brand's premium capability can also be applied by new technologies, such as intelligent near field positioning clothing design based on intelligence.

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3. multi brand development strategy and implementation path of clothing brand

The multi brand strategy has brought many benefits to many garment enterprises. For example, there are 7 sub brands, including 14 sub brands, 14 sub brands, 14 sub brands, and 8 brands (4 are overseas brand agents).

Multi brand is compatible with the multifaceted nature of people, and is also related to people's growth and mood and multi scenes.

The multi brand development strategy of clothing brand can be embedded in two dimensions. One is the customer dimension, which is divided by gender and age. So there are men's clothing, women's wear, children's wear, and the classification of young girls, ladies, business, leisure and occupation.

The other is the scene dimension, which is a feasible way to integrate the customer dimension with the daily leisure, workplace, gathering, annual meeting, sports and so on.

The most mature theory of brand is popularity, reputation and loyalty.

In the face of fast-paced and fickle and diverse modern customer groups, garment enterprises face the increasingly expensive flow and drainage cost, facing the increasingly expensive flow of goods and brands.

So around the star and net red, IP cooperation is another way to implement multi brand strategy of clothing brand.

IP is authorized to bring its own content and traffic. Star network red cooperation brand can effectively pform fans and demand, bring clothing consumption and multi brand development.

Clothing products and services are the core and foundation for building brand, developing brand and strengthening brand.

4. the development mode of clothing brand and the way to enhance the added value of the industry.

The clothing brand has two directions in its development mode: vertical integration mode and open and cross platform mode.

Vertical integration is a supply chain centered on purchasing, technology, merchandising, quality control, cost and so on. With multi brand product design and R & D as the center, logistics and customer service as the main customer service center, the rear end unified clothing industry chain service system is built, and the front end brand is more efficient.

Around the core words such as flatness, efficiency, speed and unlimited SKU, we should use cloud computing, big data, intelligent manufacturing and other new technologies, and integrate with the garment industry to solve the increasing trend of labor costs. We should break the gross margin ceiling of the "bean cake dilemma" and further shape the quick response capability of the supply chain and the customer service capability of the operation side.

To some extent, the rapid response capability of the supply chain has become the moat of clothing brand. Through vertical integration mode, the brand name matching with "multi varieties, less batch, high quality and fast delivery" will promote the development of clothing brand.

Platform mode focuses on building an open cooperation system, such as the establishment of IP business department, star network red business department, etc.

Another way to create platform mode is to focus on fashion, beauty, health, entertainment and other factors.

La Natsu Bell's coffee brand; Smith Barney's book bar and coffee bar; Langer's medical cosmetology, the construction of the pan fashion industry ecosystem, to provide customers with value.

Whether vertical integration mode or open and cross platform mode, to facilitate customers, cost-effective, meet communication, social needs, and marketing theory of 4C comes down in one continuous line.

We should solve the excessive competition caused by homogenization, solve the pressure of increasing cost and increase superposition, break the plight of the supply chain, and enhance the added value of the garment industry.

Actively grasp the new opportunities brought by the new retail business, not just the integration of online and offline businesses, but also the intersection and integration of new industries.

Cloud computing, big data, intelligent manufacturing, VR/AR, unmanned warehouses and UAVs and other new technologies and clothing production, operation, customer service, supply chain, warehousing and logistics integration; supply chain and clothing design, operation services integration; Internet + and big data and sales integration, pushing the pformation of clothing sales mode, the implementation of clothing pre-sale, can better control and reduce inventory, increase the profitability of garment enterprises.

The upgrading of garment industry's added value is based on the improvement of the whole industrial chain efficiency and the effective control and reduction of clothing inventory.

As the industry that meets the basic living needs and aesthetic needs of the people, the garment industry has a larger space for the expansion of the fashion industry with clothing as the core and the larger user scale and consumption capacity.

In 2016, the volume of e-commerce pactions in China was 22 trillion and 970 billion yuan, and the online retail market was 5 trillion and 300 billion yuan, accounting for 14.9% of the total retail sales of social consumer goods.

Facing the new opportunities in the new retail industry, we should solve the new challenges faced by the clothing brand and explore the new development path of the clothing brand.

As the main category of China's e-commerce online shopping market, China's apparel online shopping market is expected to maintain about 20% growth.

At the same time, when the concept of clothing brand disappeared, it was the beginning of the new trend of clothing brand, and also the beginning of the new development of Chinese clothing brand.

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