Visiting The Innovative Brand MC&ME And Thinking About The Brand Operation Of Apparel Platform

Every time the industry is at a low level, there will always be a group of new kings rising up in adversity.

Twenty or thirty years of Garment Retailing in China

The form of shops, the scene of consumption, the combination of commodities, the means of competition, the mode of retailing, etc. have all gone through many rounds of evolution, and the boundaries of traditional brands have become increasingly blurred.

Such as the rise of love clothes in recent years, love Nox and so on, a group of goods started the brand.

In terms of commodity and supply chain, the brand and product boundaries and brand boundaries can be broken deeply, so that we can achieve double harvest of performance and word of mouth by N times faster than traditional brands, and win win win among brands and customers.

So, despite the increasingly brutal market, history has proved that:

Every time the industry downturn and technological change, when countless companies decline or fall, there will always be a group of innovative brands to take the opportunity to rise rapidly and become a new generation of kings.

Why did MC&ME start a new platform strategy during the period of counter trend growth?

Over the past 1 years, there has been a brand trend, which has attracted the attention of many people in the industry.

The brand was originally a typical traditional women's clothing business.

In many people's eyes, it should be regarded as a wonderful thing: in the more than 10 years when "channel is king and brand is king", almost no major marketing has been done. Only by relying on product superiority can it become a famous brand of Hangzhou school.

Moreover, in the last year, the overall performance of the garment industry has declined significantly, and the average performance of their old customers has gone up by 15-20%.

This brand is MC&ME, a well-known brand in Hangzhou.

It should be proud that we can grow against the trend. But in the past 1 years, the brand founder Chen has launched the platform brand strategy. Why?

Traditional clothing enterprises are facing 3 difficult problems.

1, last year, the physical store performance generally fell 20%-40%!

In the second half of last year, the continued outbreak of new channels such as net red, anchors and social networking providers brought an overwhelming impact on traditional stores.

The sales of all clothing shops generally declined by twenty or thirty compared with the same period in previous years, and some months even less than 50% of the previous year.

2, 86 listed companies, the market value shrank by 180 billion!

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.

If the problem of pformation and upgrading of traditional garment enterprises is not solved, it will face greater challenges in 2019.

3, the rise of new channels, the traditional retail stores are already 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.

2019, traditional retailers will 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 already in 6 major predicaments.

Retail innovation, they create miracles in adversity.

1, the store is on the verge of bankruptcy, but 3 months after the attack became the local "shop king"!

Guizhou Po an County prodigal shoe store, because of fierce competition, business downturn is serious!

In 2017, shopkeeper Xiaoying studied community marketing and built shop to build a customer community.

From the hair poster drainage to the hair announcement to explain the purpose of building group - the red enveloping fever group, promoting atmosphere - award-winning games, increasing communication and interaction - inviting Chef / Yuesao / beautician / doctor to share freely - personal stories sharing, increasing emotion and trust - opening lottery activities, draining to 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 is, the more than 20 businesses will join the gold merchants alliance.

When tens of thousands of shared tourists were formed, the shopkeepers began to start group buying, with a monthly profit of more than 6-10 million.

It not only helps to double the performance of its stores, but also helps more than 20 alliance businesses to improve their customers and performance.

"Customer community + business alliance + cross-border group buying" is only the rudiment of the "platform store" mode, but its power is amazing.

2, children's clothing shops that are forced to close, sell 18 million for 4 years.

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

The landlady from the use of shops VIP group of goods, to the use of the small area downstairs more than a dozen square small facade, pformation started a low matching version of "O2O".

That year, sales were about 800000, but profits were higher than that of opening stores.

In 2016, many Bao Ma and micro dealers have become distributors of the shopkeeper. The store has upgraded to a 300 square meter collection store with children's clothing, mother and baby products, home products, Party venues, children's parks, etc. (the area is rather partial, and the monthly rent is only 4000 yuan).

With the help of consumers, annual sales climbed to about 3000000.

In 2017, with the help of her husband's assistant, the shop assistant was promoted in the aspects of spatial layout, shopping experience, retail operation system, social distribution mechanism, product promotion materials and supply chain.

Let distribution team and sales volume achieve Shuangjing spray - annual sales of about 12000000!

In 2018, its store was upgraded again, locating in Bao Ma's sharing of creative space: store community-based, employee oriented, customer community-based, and sales oriented.

It has formed a real platform store that integrates cross-border explosive products, social distribution, and Bao Ma creating customers.

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

The platform store mode has begun to take shape in the retail terminal and shows its advantages.

Can MC&ME start the platform strategy and overturn the new pattern of clothing development?

On the one hand, it is more and more difficult for traditional entity shops to survive. On the other hand, shops and brands that are innovative and innovative create business miracles continuously.

Out of the keen grasp of market trends and in-depth study of various successful cases, Chen Pao MC&ME, a well-known fashion woman in Hangzhou, launched the platform brand strategy 1 years ago.

On the one hand, we must hire the master of women's clothing brand, Mr. Xiong Gejun's entry company to build an elite team, optimize the channel structure of agents, and build a new retail store mode.

On the other hand, it will form strategic cooperation with the top one hundred of China's top consulting companies to make strategic cooperation for the company and brand, build a new DNA and build a platform retail system.

At the same time, we should vigorously upgrade the R & D and integration of clothing, select cross border explosive products, and secretly prepare for the implementation of retail upgrading.

At present, the new product system has been built and perfected: the core clothing series is both fashionable and marketable, and the matching accessories are unique and high performance price ratio. The cross border products perfectly integrate into the original style of MC&ME, plus various drainage gifts, pushing the artifact and profit margins, forming a three-dimensional shopping system of MC&ME shop platform.

In terms of the retail operation system, MC&ME changed the past to concentrate on researching products and not marketing.

Over the past 1 years, the industry's well-known consulting team has jointly studied several successful examples of platform stores. On the basis of this careful planning, we have effectively planned to integrate high quality clothing, cross border explosive products, creating customer space, customer community, business alliance, membership distribution and social group buying, and will launch the most complete new entity retail mode this year.

A company that can only compete with the top ten brands of Hangzhou Based on product advantages will have more explosive power once it starts to focus on new marketing and mode building when products already have good advantages.

In particular, we have integrated top consulting companies, brand operators, and the most successful retail cases and models in the market. After 1 years of careful planning and preparation, MC&ME's new platform operation strategy is definitely worth our fashion people's expectation.