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New Consumption Era: Spanformation And Development Of Garment Retailing Channels

2019/6/20 10:34:00 12

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According to the National Bureau of statistics, in 2019 1-4, total retail sales of social goods amounted to 128376 billion yuan, an increase of 8% over the same period last year. Among them, the retail sales of clothing products above the quota reached 322 billion 650 million yuan, an increase of 1.7% over the same period last year. In terms of online retailing, in 2019 1-4, the online retail sales of physical goods in China amounted to 23933 billion yuan, up 22.2% over the same period last year. In online retail sales of physical goods, wear commodities increased by 23.7% over the same period last year, and the social trend of consumption upgrading was revealed.

It is undeniable that the e-commerce platform has played an important bridge role in the upgrading and upgrading of China's consumer market. Platform + product + service + data + Logistics... More and more advantages have been highlighted in the e-commerce platform, which has also promoted the upgrading of supporting resources and supply chain systems, and the drive and spanformation of the garment industry has benefited widely.

The status quo of traditional retail terminals

Retail industry seeks to return to its own adjustment

But inevitably, the rapid growth of network channel sales has caused a huge impact on offline retail. According to the statistics of the China National Business Information Center, the retail sales of major retail enterprises in China increased by 0.9% in 2018, and the growth rate slowed by 4.5 and a half points over the previous year. Among them, Men's wear The cumulative growth rate was 0.4%, and the growth rate was 1.9 percentage points slower than the previous year. Women's wear The cumulative growth rate was 0.9%, and the growth rate was 4.7 percentage points slower than the previous year. Children's wear The cumulative growth was 6.7%, and the growth rate was 1.1 percentage points slower than the previous year.

Although the growth rate has slowed down, the traditional retail terminal still maintains clothing. brand The first channel. In response to changes in consumer habits and personality needs, more and more shopping malls and shopping centers are trying and innovating, such as setting up a self buying department to enhance product richness, relaxing the opening of more distinctive online clothing brand stores, increasing more fresh blood and draining more brand fans, providing more humanized interactive experience and meticulous service, and enhancing the advantages and innovations of terminal channels.

The traditional retailing industry is seeking to return from the past single channel to today's multi-channel, all channels, cross channels, and other channels. Retailers are also actively exploring how to adapt to the changes in the consumption era, how to attract more attention from young consumer groups, and how to achieve their own adjustment and innovation in the course of exploration and spanformation.

Promotion of consumer personality needs

The changes in the new consumption era have greatly changed the consumption habits and aesthetic attitudes of more consumers. And the Internet brings large traffic flow and "small batch, variety, fast". fashion The rapid response of the supply chain has improved the consumers' choice of products. In the past, the comparison and conformism consumption behavior is changing rapidly to personalization and diversification. Most consumers no longer pursue big brands or brand names, and the awareness of personalized brand consumption is growing.

It is precisely because of the change in consumer awareness that consumers are more rational in choosing brands and styles. The consumption structure of different regions is becoming more and more convergent. Brand circles and consumption characteristics are more obvious. The emphasis on price and quality will be more comprehensive consideration, which will lead to increasingly fierce competition in the channel market.

Channel improvement and adjustment under Reform

Integration of online and offline channels

In recent years, the scale of China's consumer goods market has further expanded, and the commodity structure has been continuously optimized. The rapid development of new formats and new business models has continuously promoted the improvement and innovation of traditional business models. At the same time, big data, artificial intelligence, mobile Internet and other new technologies have further penetrated into traditional industries, making people's traditional shopping habits change. The advantages of online platform are highlighted, which promotes the response speed of supply chain and logistics in garment industry. Under such circumstances, in addition to thinking about how to integrate innovation and development, the offline platform also integrates the advantages of the online platform.

The core resources of offline retailing are stores. Many clothing brands and channel providers are creating a multi scene consumption experience for consumers through a series of measures such as upgrading store image, adjusting layout layout, improving visual effects, introducing smart devices and improving service quality in the fierce competition. At the same time, they provide more temperature shopping environment and richer shopping experience. This is complementary to the advantages of price spanparency, personalized recommendation, quick payment and door-to-door service. Online and offline linkage, the emerging channels and traditional channels to do a deeper level of integration, but also a consensus development model of channel marketing.

Improve service and narrow the distance from consumers

The improvement of traditional channels is not only reflected in the integration of new channels, but also highlights more service highlights from itself. In order to improve the degree of consumer dependence, retail enterprises create a retail environment with temperature. First, provide products with temperature, increase the innovation of function, quality, type, design, packaging and other aspects, keep the market fever; two, create a temperature environment, create more humane care, more traditional culture, and there are also times. Trend A sense of storefront environment attracts consumers to stay longer; the three is to increase the experience of temperature, optimize service quality, enrich service content, and enhance consumers' sense of knowledge and insight.

Future expectations of channel upgrading

Multicultural integration to enhance store style

In the past, the clothing style, product structure and brand types of clothing stores in China are basically the same. However, with the continuous enrichment of market demand and the diversity of social culture, the retail environment of "1000 stores, one shop and the same product" can hardly meet the growing spiritual and cultural needs of the people. Nowadays, the store culture of the increasingly popular lifestyle experience stores and brand collection stores has attracted more consumers. A creative theme display not only attracts customers to enter the store, but also increases consumers' impression of the store and even the brand.

In the future, retailers will pay more attention to the integration of traditional culture, regional culture, folk customs and other source culture. In view of the characteristics of regions, business circles and customer groups, it will provide more humane atmosphere, products with cultural characteristics and more humane care consumption experience for the market.

Technology experience integration terminal

In the context of new retail sales from the standardised demand to the personalized demand, the service and experience in the process of clothing consumption are extremely important. The intelligent service and intelligent experience of terminal stores have attracted much attention, and the information technology such as the Internet and big data has also had a huge impact on consumer behavior, business management mode and retail format. With the maturity of a number of new technologies, such as artificial intelligence, 5G, VR/AR and block chain, the retail industry will display the production information and logistics information more clearly and integrally in front of consumers through the full speed up of technology application, and deliver goods faster and more effectively to consumers, satisfy people's all channel and all-weather consumption needs, and further enrich the shopping experience.

To sum up, the competition of retail terminal in China's garment industry is still very fierce, but the focus of competition is returning from mode innovation to commodity management, returning from horse racing enclosure to improving quality and increasing efficiency. Businesses also provide quality products and services to consumers by enhancing supply chain management, enterprise operation, market research and other comprehensive capabilities. Facing the competitive clothing market, the optimization and innovation of channels are particularly important for clothing brands. The positive adjustment of traditional retail terminals also brings greater impetus to the healthy development of the clothing market.