What Kind Of Consumers Are The Apparel Industry Facing? How To Reshape "Gravity"

The world is rapidly becoming more specialized.

With the development of technology, the Internet has become an infrastructure. It has become the existence of air and water, forming a new life structure.

The runaway state of distribution has brought unprecedented complexity and uncertainty to the human world: the interlocking of time and space, the appearance of virtual reality, the old and new stalemate, the frequent occurrence of "black swan event" and "butterfly defect".

At the same time, beyond the technological limits of Homo sapiens, the new species in the new axis era is melting new species: shared economy, super IP, knowledge realisation...

The future is full of endless meaning.

For the clothing industry, "this is the worst era": demand differentiation, flow attenuation, potential energy decline, and growth fatigue.

But it is also a better era: consumption upgrading, spatial and temporal dimensions, gene evolution, and cognitive iteration.

After extensive collection and in-depth discussion, chain Shang 2017 China clothing forum will focus on the theme of "brand remolding: people-oriented integration and innovation".

In the present and looking forward to the future, we ask the times aloud: what kind of consumers are we facing?

How can we win the battle of "time"?

Who is pushing forward the carriage of enterprises?

Redesign: what kind of consumers are we facing?

Many people are saying "consumption is sluggish", but a large part of the reason for the downturn is the lack of supply.

In the view of Xia Guoxin, chairman of the company, "on the one hand, a lot of excess has caused inventory, on the one hand, customers complain that they can't buy anything."

Karosi, the helmsman of Han Zhiqiang, bluntly said, "if you do not meet the needs of consumers, consumers will not choose you.

Why?

Because someone can replace you. "

The reason why the new brand is able to highlight the encirclement is also due to the fact that many traditional brands cannot satisfy consumers nowadays.

The bigger challenge is that today's consumers are becoming more and more smart and mature.

In this regard, Gloria vice president Lin Shuling felt deeply. "We have a very deep feeling that the market is going to bubble, and consumers are beginning to understand what the essence of her pursuit is."

"This has a lot to do with the current media, whether it's micro-blog, live broadcast, or WeChat's circle of friends and public numbers. It's always the most fashionable way to dress," explains Xia Guoxin.

This subverts the way, field and scenario of information production, information acquisition and consumption.

More and more people begin to indulge in the vast ocean of mobile information, social networking and shopping, and can not extricate themselves from it.

They are always on line, getting a lot of information and being knowledgeable.

For them, there seems to be nothing new in the sun.

They are more critical of everything, and pay more attention to value and reality. They begin to re establish their own definition and judgment of fashion, clarify their vision and aspirations, and become more professional.

Therefore, "our terminal services need more professionalism," Han Zhiqiang said.

More brands, more channels, more retailers...

Faced with so many choices, what are the driving factors for consumers to choose brands?

Xia Guoxin analyzed, "there was a very big change last year, that is, the change of consumer preferences and needs, the trend of younger and individualized is very obvious."

The more youthful design is winning the freshness and purchase desire of a large number of young customers and old customers.

Lin Shuling thought, "women want to stay, or become younger.

This demand will never change. "

Zheng Anzheng, the chairman of the fashion group, &CEO Zhao Junhao, the chairman of the chain, and Feng Min Min, the chairman of the Han holding company, mentioned LV, which we often consider to be a very traditional grandmother brand.

Zheng Anzheng said, "it is completely young and even subversive.

Many after 90 went to buy, and even led the previous generation.

Feng Min believes that for young people, "wearing LV before going out can't bubble girls, and wearing Supreme is more attractive."

Therefore, the joint action of Supreme and LV has only burst the fashion circle of friends.

In the recognition of Chao brand, Liu Xiaolu, the cutting-edge designer, also changed from the initial rejection to the calm acceptance now. He felt that the tide "took care of the most basic psychological needs of the people, one is young, the other is good care."

In fact, in addition to LV, Gucci, Balenciaga and so on, they are beginning to become younger and more fashionable. They are trying to "cater for" the new millennial generation who pursues novelty and loves social media.

A new era of fashion industry turning to lighter, faster and cooler has arrived.

Youku has launched a new LOGO and launched the new Slogan, "the world is cool."

The three day Taobao creation Festival triggered many collective revelry after the 1990s.

Taiping bird called its customers "bird man" and even held a huge "bird and Man Music Festival" for this purpose.

MO&Co.2016 shows the fashion consumption mode of "seeing is buying".

Brand is more and more inclined to face up to the way consumers communicate.

The fundamental reason is that the centralization and de platform of the Internet have greatly expanded the contact between the brand and the consumer, but at every point of connection, the stickiness, attractiveness and control of the brand to consumers are weakening.

For example, fashion, the right to speak is first held in the hands of aristocrats, and then gradually conveyed to the surface.

But now it's totally subculture back to the top of the tower, "Liu Xiaolu said." the former fashion value system is now at a stage of collapse.

Wu Sheng, the founder of the scene lab and the initiator of the new species experiment program, refers to "the disappearance of the complex dinosaurs, the dusk of the beautiful Idol".

"Youth is productivity," says Mary Ma, founder of the fabric library. "I will focus on young people's thinking, the way of life of young people, including the cultivation of young people's aesthetic education.

This does not seem to have much to do with business.

But in fact, any kind of business is to communicate with people, people's thinking mode, even consumer psychology, are the most need to consider.

Although the millennial generation has attracted much attention, it does not mean that we need to carry out a simple "one size fits all" approach to the market.

As far as the Chinese market is concerned, there are two distinct consumer groups that are continuing to develop rapidly.

One is the growing middle class, the other is the marginalized aging population.

Brand will pay more attention to design language rather than service for a specific age group.

In this regard, Xia Guoxin deeply agrees, "so we advocate" no aging ".

The deeper value of "non aging" is "unbounded", not only across the boundaries of age, but also means crossing the boundaries of the national boundaries and breaking the wall.

Compared with other age groups, the most prominent feature of the millennial generation is that they are aborigines of the Internet, living in an environment without borders, and they regard themselves as "citizens of the world".

The cultural barriers between the East and the West have been dispelled on them, and the diverse educational and cultural backgrounds have made "MIX" a new consumption concept.

They are driven by value radars to detect the luxuriant brand jungle.

In the past, the problem of "acclimatization" of domestic designer's domestic brand was being solved.

Graeme Black, who worked in Armani, Hugo Boss, Ferragamo and other brands, joined the top cashmere brand 1436 as creative director.

More and more Chinese brands are beginning to show a new global perspective and hope to enter the international market.

New retail: how can we win the battle of time?

On the other hand, more brands are also aware that the Millennium generation can not carry out a simple "one size fits all" approach.

Within them, the structure of consumption is also changing quietly, and even more subdivided.

Han Zhiqiang carefully observed, "after 60, 70 consumption is olive shaped or spindle shaped, and now as the main body of consumption, after 80, 90 shows a dumbbell type with large ends and small middle parts.

The brand that used to be a middle end is very laborious. "

The essence of consumption upgrading is actually consumption differentiation. Consumers are divided into different communities, and the market is cut into smaller and smaller subdivision space.

Once we felt that the electricity supplier was a sunrise industry, and the physical retail industry was gradually withering away.

But with the flow of dividends down, we found that there is no difference between online and offline, killing each other, a red sea.

With the upgrading of competition, the Internet is entering oligarchy.

"Oligarch" is less and less tasteless.

At the same time, there are more and more new ways and new interests in physical retailing under heavy pressure, and even usher in a little spring.

Famous and excellent products are among the most notable.

In the hard time of the domestic physical retail industry, the famous and excellent products broke the strong siege of the electricity supplier. In less than two years, we completed the feat of 5 billion annual revenue and more than 1000 stores in the world. This is a modern business miracle.

Seize the good opportunity of global consumption upgrading, and timely launch the consumer oriented "quality, creativity, low cost" manufacturing concept, with modern means and big data analysis system, reduce production losses and stock extrusion, and introduce the international product design team to develop and design the leading products, enhance the shopping experience, so that consumers can feel the "pressure free shopping happiness", and ultimately make the famous brand products become a phenomenal enterprise in the economic cold winter.

Just as ZARA has been making rapid progress in the world, the experiment of famous and excellent products once again proves the truth of such a pformation: supply chain is the "waist" of the retail industry, and the strength of the waist can help to reverse the overall situation.

In the event of the challenge of supply chain, the most important problem is the increase of channels. Can you deliver goods quickly and timely?

And this is precisely the mission of the world's most modern flexible supply chain service platform, "chain Shang".

"We used to call the global surface excipient trading platform, putting the trade first, and now we realize that quality service is our real core value.

And it is a problem to start with a single source of raw materials, and it should be a whole system of construction. "

&CEO Zhao Junhao, the founder of the chain, says straight.

"In the future, it will launch a collaborative platform for the entire supply chain of women's clothing," Gao Min, President of the Han Bo international group, is also confident, though this is "the hardest part of the supply chain, which affects the most resources".

In her view, "confidence comes from what you have, to see your core competitiveness, to see where you are really good," rather than what is not in your genes and blood.

Zhao Junhao also said, "it is almost impossible to change our supply side with the pure internet mode," because "this is an upgrading of the industry, not a pure Internet world."

Online and offline integration is imperative.

This is the essence of "new retail" in Fang Jianhua's eyes.

He will take the "sales system" under the line and line as the core of continuous improvement and investment. Based on big data and other means, consumers and product design, production, sales and distribution links will produce an interactive cycle to improve efficiency while achieving precise production and distribution.

He further pointed out that the core of "thousand city stores" is in the "operator", that is, running fans.

The underlying logic behind this is "the unit of the new economy is not an enterprise, but an individual".

This is a new era of individual rise, but not the rise of every individual.

Sub culture breaks the wall and rushing into reality, and leads to the long tail business with high water quality and high interest led by idols and anime.

Star IP is hot. It brings more than just the hormones on the body, but also the milk of the mind and spirit for the fans of the four seas and eight wastes.

Li Yuchun was invited by Gucci, GIVENCHY and many other top brands as ambassadors. It is a popular and unique position that can not be replaced.

The "X" she invested in has become a cool trend media, youth community and e-commerce platform in just two years.

In Wu's view, "H5, GIF, friends circle, subscription number" is the personalization expression, and is also the priority of subscription content.

Therefore, the explosion of information does not affect the value of accurate distribution, more effective connection and more convenient communication, so that fragmentation of attention is matched by WeChat.

At present, 1 million shopkeepers are connecting with consumers through a collection of micro stores, promoting the development of Chinese social business with trust.

Its rise lies in the global brand, deep ploughing supply chain, the establishment of a global boutique supermarket, providing consumers with good quality products, and providing high-quality goods to individual entrepreneurs through the cloud, providing them with logistics, services, marketing, IT and training services to help them ease their personal business.

For those who often pay attention to the brand name, Zhang Dayi, Daikin and Guan aunt are absolutely no strangers.

If the operation mode is based on the fan data accumulated by nethong in social media, we can quickly locate potential signing net red and form a complete set of perfect net red incubation mechanism.

The outside world therefore defines them as "net red economy".

But in the eyes of Feng Min, chairman of Han holdings, "what we do should belong to one of" new retail "of Ma Yun ti.

He believes that in addition to the quality of the consumer's recognition, the more important thing is "the recognition of the personality, values and identity behind the brand."

Indeed, in the era of mobile Internet, the emergence of some "explosive products" and "fast companies" are related to "enough good products" to encounter "enough social interaction".

But the core is still "good enough products".

What are good enough products?

Sun Ruizhe, President of the China Textile Industry Federation and President of the China clothing association, made no difference.

In the environment of tightened money bags, people pay more attention to the real value of consumption, and cultural and psychological identification becomes very important.

"You still have to face that material, that thread, that body."

Exceptions, founder Mao Jihong attaches great importance to spiritual dialogue and communication.

For the cutting-edge designers, in case of Fang and Liu Xiaolu, they are also rethinking the original meaning of clothing to people.

"It is to dress for the people, bring more spiritual pleasure, rather than simply convey the designer's ideas."

In case of being bluntly speaking, they do not want clothes to be on the top of the human body. They should take into account the comfort of clothing to adapt to the fast pace of modern life and role change.

She also puts forward something that is easy, humorous and interesting, which will become more and more popular.

Liu Xiaolu is also surpassing his emotional and self side, starting to "comply with the needs of the present life" and get rid of the sense of heaviness and shackles and become more and more "lighter".

And this is just like Xia Guoxin said, "clothing should not be a designer's work to achieve his artistic ideal, but rather from the needs of consumers", which carries more personality expression, emotional interaction and spiritual resonance.

More and more brands are beginning to wake up and explore and experiment continuously.

Without exception, the focus is on the "human": the meticulous insight into human nature and life forms, and creating new values linked to consumers.

The "love family" life experience shop focuses on the concept of family concentrated shopping, and the design of "life oriented" gives it a higher "emotional added value".

Coincidentally, "Sunfed Living" takes the "home culture" of one city and one scene as a starting point to build a compatible mode of clothing culture and living space, and comprehensively convey Si Fan's unique aesthetic purport and life taste of Si Fan.

The new consumption era has thrown the vitality of the olive branch to the retail industry (others think it is a challenging durian).

Is it possible for Chinese clothing brands to accomplish a significant and positive pformation?

Sustainability: who is driving the enterprise's carriage?

The era of "cutting the land and dividing the territory" has long gone.

In the past, the three magic weapons of high growth, "geography, channels and network expansion", have been brought into full play and gradually become "desperate."

For most companies, the past 2016 was a mixed blessing.

The good news is that we have maintained a good growth, although the growth rate has slowed down. The worry is whether the growth can be sustained or not. At the same time, it is also faced with how to develop new market "gold mines".

Karl Max once said, "all solid things disappear."

With the rapid changes of the times, nothing remains the same. Our thinking must keep pace with the times and constantly upgrade.

If we want to take a foothold in this new era, we must unload the spear armor of the cold weapon era, and embrace the seamless fabric woven by the mobile Internet.

What is more important is the re establishment of the founder's thinking boundary. Zhao Junhao believes that when the founders and even the top management team do not expand their thinking boundaries, "the whole enterprise can not walk out."

Fang Jianhua felt deeply. "His thinking has solidified. He will draw a box from past experience and never jump out in this box". Instead, he has never worked and has no experience to break the framework.

"We have to dare to negate the first 20 years". Xia Guoxin has a deep feeling. Only in this way can we truly set sail again.

He will also set sail for the theme of this year's meeting.

Han Zhiqiang has different opinions. He thinks that negation and remolding are not broken. "We need to establish a completely new system without any connections and similarities in the past".

Mao Jihong also said that DNA could not reshape, "can not replace your survival logic with other people's survival logic, and can not replace your value with other people's value".

He emphasizes the uniqueness of the individual, otherwise the brand will always be influenced by other things and will always be influenced by different tricks.

He made an analogy, "cosmetic surgery is actually a kind of self doubt".

Gao Min also feels that it is hard to keep pace with the trend. "The leaders of enterprises themselves control the pace of things very important". If we continuously send positive positive beliefs and energy, "naturally we will form our own orbit and run in the universe".

"Once you only have GDP theory and digital theory, it will disrupt the rhythm of the product," Luo Yonghui said. The clothing industry is "not an assembly line". It does not want to make a fast food culture. Instead, it is "making a brand culture with a cultural connotation".

Admittedly, clothing companies need to focus more on brand building and build differentiated, clear and strong brand values in order to escape the trap of gradual commercialization.

There are different cultural stratification and trend in different times. If the brand can not grasp the new era's trend of thought and the spirit of diversification, it will easily lead to brand new aging connotation.

"Centennial enterprise" is also a great pursuit of enterprises to a large extent. "The ideal is very plentiful and the reality is very skinny".

How can we continue to create freshness on the basis of inheriting the core value of the brand and let the ideals shine into reality?

Setting up the holistic view of things, re examining the boundaries and thresholds of individuals, reconstructing new connections and reconstructing new logic become new business meanings.

President Sun Ruizhe expounded the three major relations that the industry is facing at present: "the relationship with the society, the relationship with the environment and the relationship with consumption".

Around these three relationships, we will make three changes, namely, the pformation from traditional industries or labor-intensive industries to technology industry, green industry and fashion industry.

These three pformations are not completely independent, but are full of cross-border convergence and value symbiosis.

Whether it is sustainable development or sharing the economy, the ultimate goal is to "rebuild links" to consolidate the previously fragmented multi parties.

Of course, curiosity and exploration spirit are the basic attitude that the brand needs to complete self evolution in the new era. And whether the brand can finally achieve its evolution and reshape its responsiveness will ultimately be able to establish a brand centered pformation plan and put it into the following aspects: from strategy to positioning and execution, and then to organizational capabilities.

Strategy decides organization, organization decides success or failure.

When the traditional management mode is coming to an end, what kind of management, structure, leadership and talent will be used to build a new ecosystem of organization and management in the future, making it the fertile soil for the birth and rise of new species?

We are smarter than I am.

This is an age of individual rise and an age of collective wisdom.

For enterprises, they must be constantly open, interconnected and evolve into open, diversified, competitive, self driving organizations, so that like-minded people can form a real community, stop talking and practice.

That is to say, we should shift from the closed chain of enterprises to the open value network.

As far as industry is concerned, as long as we grasp the principle of inspiring group wisdom, form a more open and shared ecosystem and enter a brand-new industrial innovation order, we can grow freely in this complicated world.

"There is nothing in the accumulation of force, but in the wisdom of all."

The China clothing forum undoubtedly provides a great stage for communication and sharing to inspire group wisdom.

On March 29th -30, a large number of clothing brands and excellent entrepreneurs gather in Beijing. Based on their own practice, they meet the advanced value and actively seek direction for the pformation of Chinese clothing brand innovation.

In the dense arrangement of thinking and fear, thoughts and ideas collide countless times, and wisdom sprouted on these nodes.

At the moment of uncertainty, the only thing we can be sure of is ourselves.

"Never forget your heart, but always."

Chain Shang 2017 China Fashion Forum gathered hundreds of experts and entrepreneurs' innovative practices and insights, spanning the boundaries of management, marketing, media, culture, design, art, economy, society, science and technology and other fields, and converged the flow of information into interconnected pools.

Insight is continuously produced and linked to brand innovation.