In The Next 3 Years, Your Shop Will Be Replaced By This New Entity.

In the next 3 years, your shop will be replaced by this new entity.

2 major predicament of traditional clothing enterprises

1, the macro aspect: 86 listed companies, the market value shrank by 180 billion!

Due to the impact of consumption patterns and sales of new channels, as of the last day of December 2018, the total market value of 86 textile and clothing listed companies in Shanghai and Shenzhen two cities fell from 566 billion 290 million in 2017 to 385 billion 363 million, and the stock was evaporated by 180 billion 927 million yuan.

At present, the market value has shrunk to -32%, and the valuation has been lower than the average since 2005.

Traditional garment enterprises will not face up to the problem of pformation and upgrading, but will face greater challenges in 2019.

2, the micro aspect: the physical store performance generally glides 20%-40%!

In the second half of last year, brand dealers and retailers in Guangdong, Jiangsu, Zhejiang, Hubei and Northeast China explored the trend of the industry.

The reason is that the sales of all stores are down by twenty or thirty compared with the same period in previous years, and some months are less than 50% of the year before.

Even a few of the most well known retailers in the industry who have started their retail businesses are facing a situation of weakness.

Industry experts predict that with the continuous outbreak of new channels such as net red, anchor and social business, the decline of traditional stores' performance and even shuffling will become an inevitable trend.

The pain of clothing shops

1, horizontal competition, vertical diversion, the traditional entity shop besieged everywhere!

Once the entity store, because the customer is many, the colleague is few, the price is opaque, makes money is easier.

Now, from the urban area, to the community, to the suburbs, everywhere is expanding new business circles.

Traditional physical stores are facing not only offline brand stores, group stores, factory stores, special shops, cross-border stores, and member stores.

Increasing horizontal competition among all kinds of peers!

It also faces online Taobao stores, Tmall stores, Jingdong stores, only product stores, Bei Dian stores, and micro stores.

, and micro business, trembling business, net red, purchasing, group buying, fast hand...

All new channels are getting more and more intense.

2, traditional retailers fall into 6 major predicaments.

20 years ago, it was necessary to have a cabinet or facade to do business.

10 years ago, as long as computers and Internet cables were available, business could be done.

And 5 years ago, everyone could do business with only a cell phone.

With the rapid development of Internet technology and the continuous upgrading of shop formats, a series of new channels, such as hand washing, net red, community business, short video marketing and so on, are becoming cheaper and more explosive.

Coupled with the capital market's frenzied looting of consumers, the next round of competition is bound to be even more tragic. Traditional retailers are bound to fall into the following 6 plight:

Who can become the new king of the rise of adversity?

1, the shoe store that is on the verge of collapse successfully counterattacked, a shop robbing a market!

For more than a decade, Guizhou's prodigal shoe store in Pu 'an County has suffered a serious downturn in business in recent years.

In 2017, social marketing technology began to play a role in some physical stores.

The owner of the shop has changed his mind, and has begun to build a customer community in his shoe store after in-depth study.

From the hair poster drainage to the announcement to explain the purpose of building the group - to promote the atmosphere of red envelopes and hot groups - then to the award-winning games to increase interaction and interaction - to invite Chef / Yuesao / beautician / Doctor / teacher to carry out free value output - personal stories to share feelings and trust - draw the raffle to the store...

The sincere payment and emotional story of the shopkeeper touched many customers, and everyone took the initiative to help her to enter the group, circle and promote customers.

The sales of Xiaoying store increased by nearly 1 times in more than 20 days.

The bigger the customer community of the shoe store is, the more it attracts the more than 20 home businesses around. It voluntarily pays money to join the gold merchants alliance established by the owner, and gradually forms tens of thousands of customer members through sharing the source of tourists.

With a large number of members, the owner of the shop began to launch a group in the group.

When business is good, group buying alone can increase net profit by nearly 100 thousand.

Customer community + business alliance + cross-border group buying, Xiaoying shoemaker mode has already had the prototype of the platform store.

And the groping shop of this junior shop not only brought back to its own store, several times its performance, but also helped its alliance businesses improve their customers and performance.

In the next 2019 years, we believe there will be more platform shops for us: a shop robbing a market!

2, forced to shut down children's clothing store rebirth, become the annual sales of 18 million platform shop!

In 2015, a children's clothing store in Fuzhou was closed because of demolition.

The landlady sold the more than 100 pieces of goods that she had not had time to sell in the shop VIP group.

Because it is much more cost-effective than usual, and customers respond to them, resulting in a lot of payments.

In order to live up to the customers, the boss had to enter a batch of goods.

As time goes by, the business of WeChat group is getting more and more popular.

So the landlady made a dozen square meters of display products on the downstairs of her own estate.

That year, sales achieved about 800000, because the cost is very low, but the profit is higher than the opening shop.

In 2016, there were more and more customers in the WeChat group. Many of them became distributors of the landlady.

So the landlady got a place of 300 square meters (the location is rather partial, the monthly rent is only 4000 yuan), and pformed into a collection store integrating children's clothing, mother and infant articles, home products, gathering place, children's paradise, etc.

All year round, sales are as high as about 3000000.

In 2017, the boss's mother's achievements made her husband and waiter in the field of consultation and planning have to take seriously.

Through the professional design and renovation of the general manager, the store's spatial layout, shopping experience, retail operation system, social distribution mechanism, product promotion materials and so on have been comprehensively upgraded.

In particular, the breakthroughs in supply chain optimization and explosive integration have enabled the distribution team and sales volume to achieve Shuangjing spray! This year, annual sales reach 12 million!

In 2018, its store was officially renamed as a micro selectors, locating in Bao Ma's sharing room.

A platform store with cross border explosive products, community distribution and Bao Ma creation is truly born.

Last year, the store sold more than 18 million annually.

3, the hang Pao brand can see the best opportunities, can it become a new king?

Hang Pai well-known women's clothing brand MC&ME, is a typical traditional women's clothing business.

In the eyes of insiders, MC&ME should be regarded as a wonderful thing: in the past more than 10 years, "channel is king and brand is king", almost no major marketing has been done. Only by products, can it become a well-known brand in Hangzhou.

Moreover, in the last year, the overall performance of the garment industry has declined significantly. The average performance of MC&ME's old customers has gone up by 15-20%.

Perhaps it is a sense that the new business era is coming. The founder of MC&ME, Mr. Chan and his wife, started the new retail strategy 1 years ago.

On the one hand, he hired a total of successful brand cases to build an elite team and optimize the channel structure of agents. On the other hand, he vigorously upgraded the clothing research and development, selected cross border explosive products, and made secret preparations for the implementation of the platform store mode.

It is said that MC&ME has been on the basis of the success stories of many platform stores, and has been carefully planned by the industry's well-known consulting Da Ka, which will integrate high-quality clothing, cross border explosive products, creating customer space, customer community, business alliance, membership distribution and social group purchase, and will become the most perfect and advanced platform store mode.

In the increasingly difficult new business era of traditional clothing enterprises, can MC&ME really seize the opportunity of the new model and become a new generation of Hangzhou women's wear?