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Are You Aware Of The Dramatic Changes That Are Taking Place In The Clothing Industry?

2019/5/24 17:26:00 8413

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The past 10 years are undoubtedly the most difficult 10 years in the clothing industry. The original retail stores were first driven by the electricity supplier. Until then, only a few sporadic enterprises in the garment industry were growing, and 90% of the enterprises were declining. The proportion of the electricity supplier in the clothing industry has exceeded 40%. Compared with other industries, the traditional clothing retailing industry has been hit hard by the Internet.

As a result, many physical stores have begun to take the business route. However, due to the lack of relevant technology, a store often needs two sets of people, a tube entity, a network shop, with double manpower and material resources, and the result is overwhelmed.

If the shop is making money, it is also worth it. But is the online business really good? We all know that Ma Yun is very upset recently, and the news such as selling, brushing, lawsuit and so on has made him very melancholy. What's more, nowadays, the electricity supplier of Alibaba is not making money by 90%. When 90% of the people in an ecosystem do not make money, it is time for everyone to escape. Such an ecosystem will not be the future of the clothing retailing industry.

First, let the ideological and moral life become more mature.

What will the future look like? In the future, the traditional clothing retail entities will also remove 50% of the total, who will be the 50% who will disappear, and who will remain the 50% to remain brilliant, depending on who can help themselves.

Women's wear, men's wear, sports, fashion men's wear, outdoor, tide cards, and all kinds of products are beginning to mature and become more competitive. Leading brands of each category account for 40% or even more of each category. The tide brand has risen in recent two years, and no absolute leading brand has yet appeared.

The retail industry has a low threshold and easy access. However, the overall level of operators and practitioners in this industry is uneven, and more are managers who have worked for several years and are aware of some concepts. Garment Retailing, proficient in this industry, can engage in any retail industry.

At present, clothing retailing is mainly divided into traditional and quick selling types, and Xiaobian thinks that basically the stage of slow development. In 2010, the international fast selling brand entered the Chinese market in a big way. In the following golden years, the shop speed was very fast, and it had a great impact on the domestic traditional clothing retailing. In addition, the impact of the development of the electricity supplier on the domestic traditional brands is also endless. But since 2015, these international fast selling brands have begun to slow down, and even many have begun to close their stores and expand their secondary lines.

Of course, the western market is still quite empty. Now we can dig it. It is these fast selling brands that have been successful in their own experience abroad. They are very modest in their arrival in China. The management is very rough. They do not sink into shops and are far from enough. Therefore, the development of a single brand depends on themselves. But in recent years, these fast selling brands are trying to get through the online and offline channels, but want to rely on this big growth point, and there is not much chance.

Many brands in China have tried to learn the fast selling mode in recent years, constantly imitating, although there are also failures, but there are also many successful examples.

Two, we need to change the concept of practitioners.

In the future, enterprises that can survive and do well must have four Ironman: hardware, software, Internet and content. These four items should be integrated and complement each other.

In the future, the clothing retailing industry will not disappear from all the physical shops, but the physical shops will exist. However, its existence will no longer be separated from the online shops, but will be an integrated OTO which is interconnected and shared. The physical store is an entry to the diversion, the access point of the deep services, a window to give consumers more experience and cognition, and an important part to guide consumers to increase the consumption frequency online.

In the future retail stores, the KPI index of a shop assistant is no longer a sales volume, but a strong relationship between you and consumers. Whether consumers trust you or whether you have more orders on line under your guidance and service is the key. Future business must be a new business mode that focuses on consumers and tries to gather consumers.

The future retail mode must be point to point, people to people, to centralization and intermediation mode, is a flat, multi-dimensional to three-dimensional or even two-dimensional model. That is to say, it is no longer the same as in the past, there are layers of distributors, there are first-class agents, manufacturers are directly sellers, and directly establish strong relations with consumers.

A, Brand Company directly operates or can give very professional guidance and market control is better.

B, some of which already have regional scale agents, have been or are spanforming like specialized companies.

C, most of the operators are still in the sheep business, without the ability of data analysis, no terminal store management capabilities, no training and display capabilities, and more difficult to achieve breakthroughs and development based on their own experience and feelings.

Three, they have already lost a lot of lives.

In 2015, a new type of Internet Co came to us, many houses, love the house, and the drop of a taxi. Their common point is to go to intermediation. They are subverting the original information asymmetry of each industry, and some problems at the multi-storey level. They adopt the direct P2P mode. They are the lives of other peers, and the clothing industry is also the same. To flatten the hierarchy and channel will help many garment enterprises to participate in the revolution and turn over to be masters.

In fact, this time is a cold winter for the clothing retailing industry, but it is also an opportunity, because in the past ten years of Ma Yun pioneering Alibaba, China's Internet business foundation has been rebuilt for more than a decade, everything is zero start, payment is good, online shop is also good, the system is also good.

Today, these have been completed, so we see a lot of young students, understand a little bit of Internet technology, 35 people form a team can start a business directly, and in a few years can be done before the other ten years to do things, this is the present era gives us the opportunity to revolution, see who can grasp.

Four. What kind of capital investment and turnover will the stores do after the revolution?

What exactly is the future store and how to spanform it in order to seize the opportunity to divide the cake into this billion level market?

To put it simply, in this future store, all goods have their own two-dimensional code. They can learn all kinds of detailed information of goods. They have various experience and display, can be purchased directly, or can be bought online. All online and offline commodity information and consumer information are shared by a set of IT technologies, all of which have been mobile Internet.

Everyone here is very interested in this new entity store mode, but soon there are some enterprises asking questions. The clothes they are producing now are mainly faced with the masses of consumers, not very high-end boutiques. Will such future stores be less suitable for themselves?

In fact, there should be three models for future shops, one is in the office building, one is in the community, and the other is in the suburbs.

The total amount of capital investment has become an upward trend. For new operators entering the garment retail industry, the investment of shop decoration and first batch distribution is increasing. Depending on the brand management, the investment in a shop is generally starting from 20 to 300 thousand. For a department store to operate on a joint basis, the period of monthly closing is usually 60 days. If there is an undesirable shopping mall, the borrowing period may be between 3 months and 5 months. This is almost fatal for operators with insufficient liquidity.

At present, orders for domestic brand apparel are mainly futures, usually two seasons in a year, with four relatively mature brands, and six more orders. Order futures need to pay a certain percentage of deposit, and increase the pressure of liquidity.

Five. Future store suburban mode cost, inventory and profit

In the face of the mass consumer group, the future store in the suburbs may be suitable for him. Renting a cheap warehouse in a remote suburb can be very large, and turn it into a future store for clothing retailing. All the clothes in the shop can be tried on, and all the clothes are cheaper than the shop.

At the same time, all the shop assistants are professionals in fashion design. When the shoppers shop here, the shop assistants are their close fitting fashion designers, collocks and purchasing teachers. Each consumer can make a 5-10 minute demand survey, and then the designers bring them a professional solution to buy clothing solutions for them. Finally, they can try them on in the store. After choosing the right clothes, all kinds of online and offline ways can be paid, and then the clothes can be delivered to the home in a few days.

In the future, the factory is a retail store. As long as the agents at all levels have been removed and the profits are returned to consumers and given them better experience and service, consumers will also be willing to spend some time in shopping in remote places.

Stores daily (rents, deducting, other expenses) are in the mall every year, only a small number of strong brands can have certain bargaining power.

Inventory has always been the biggest problem in clothing management. At present, different brands have different strategies for the digestion of seasonal goods because of brand positioning. But many operators are dragged down by inventory.

The overall trend of sales discount is increasing year by year. On the one hand is the intensification of brand competition, on the other hand, the shopping malls are drying up for the whole year. The average rate of profit in the industry can be controlled by about 10%, and the profit margin of many operators is below 10%.

For enterprises, they not only save costs, but also directly understand the needs, preferences and information of consumers, establish a deep and strong relationship, achieve high-frequency consumption habits, and give the whole industry another revolution.

Six, future store community mode

What kind of drainage is the future of the community model? The core of the community's future store is service and trust.

There are various kinds of consumers in home community stores, and there may be knowledge women, housewives, and so on. Every community needs to know the needs of different consumers and make a tailor-made for them. The custom here is not to make clothes, but to play a role as a buyer for them. Starting from their needs, selecting products for them, making them small and refined, and saving the cost of their selection, the salesmen can send different waking up messages to different people, which clothes may be suitable for you, which have been selected for you, online consumers can browse and place orders directly, of course, you can also make an appointment to go to the physical store to try them on. For example, in a residential area.

When consumers fully trust the store clerk and establish a good relationship, he can give the shop assistant more options, such as other members of the family's clothing, can gradually extend to the needs of other articles in the home.

In the future, to measure the success of a retailer depends on his ability to aggregate users and get users to win the world.

When designing a company's value chain, the first layer is always the users, and the clothing enterprises should be the same. Those times who have never been dealing with users, who do not sell clothes or sell them are over. Changing the concept and embracing the Internet and mobile Internet in a positive and correct posture is the inevitable outlet for garment retailers to avoid being subjected to revolution and pass the cold winter successfully.

Changes in the shuffling pattern in 2019

The big brands with strong strength will gradually adjust the enterprise promotion mode, and introduce the new brand retailers and retailers risk binding mode.

The brand with foresight ability, similar to the enterprises that have already changed in demand in the early years, and have basically adjusted, and the new hot spot group goods brands, continue to rise suddenly, relying on the fast turnover of single and small plates to catch up with the single capacity, and the hot spot of single store performance, continue to expand the market share.

When will the clothing retail store become an unmanned mode? Let's not say that it is impossible. In the days when there were no cars before, there were horses running all over the road. When there were no containers, the terminals were all porters, and AI could do much now.