Clothing Business Increment, In Addition To "Fitting Room Punch Card" What Else?

Under the condition that traditional traffic is high and the growth is blocked, short videos, KOL and small programs have become the main direction of many clothing and beauty brands.

The fashion industry is facing a new round of changes, consumer groups are changing, marketing channels are changing, and the game is changing.

Under the condition that traditional traffic is high and the growth is blocked, short videos, KOL and small programs have become the main direction of many clothing and beauty brands. Take the Hui Mei Group as an example, when the fans economy is rising and many new marketing methods emerge in an endless stream, the clothing enterprise that owns the Yin man, the initial language and lives in the left many brands has gone out of a different way.

In July 17th, in Hangzhou, "the leader said," the great fashion industry wind direction forum, Qu Jing, vice president of sinemi group, shared the relevant data of Yin man. It is understood that in cooperation with the applauding small procedures, Yin man daily PV reached more than 100 thousand, monthly sales exceeded 1 million. The user's high touch rate helps EMMAN to build social traffic pools.

In fact, the reason behind this is that the direction of the market industry has changed. 61% of users pay attention to style design, 54% users attach importance to fabric, 59% users pay attention to clothing style. By contrast, the proportion of users who value brand awareness is only 36%. This is a research data released by Gao Yufei, a senior analyst at Ai online.

What does this data mean? What direction is the fashion industry heading towards? When the Internet is crying hard for traffic bottlenecks, where is the growth methodology? It is not hard to see that whether it is popular live broadcast, short video, intelligent recommendation, or shop fitting room, all are committed to catching the "cool spot" of young people and getting the traffic volume by 42.

Where are the traffic increments of fashion businesses?

Let's look at a set of platform data first.

At the MENLO 2019 conference, held in May 8th, data from the CEO white crow revealed that fashion categories such as makeup and clothing became the fastest growing formats. The sales volume of the cosmetics category reached 132.26% in 2018 and 93.65% in women's clothing category.

The business leader in charge of the business was introduced. In 2018, there were 33 billion categories of e-commerce transactions, accounting for 11% of the proportion of the cosmetics category, the largest contribution to the transaction volume, and 6% of the women's clothing category.

In the near future, there are three main sources of traffic for the big fashion businesses:

One is love live broadcasts. KOL real-time recommendation in live programs, three-dimensional presentation of goods, can accelerate consumer purchase decisions, break the traditional text passive sale. That is, heart introduction, there is praise cloud platform third party developers on the line of "love live" small program, during the internal survey has completed more than 7000 live broadcast. "Jewellery merchants have been actively participating in live broadcast activities since they started to love, and every day they have done business. The daily sales volume has exceeded 10 million, which has exceeded the sales volume of the previous month. Other businesses have more than 100 thousand live broadcast transactions.

Two, sell quickly. In 2018, praise has been fully opened up with the fast hand. KOL can sell directly through the praise shop, while the praise business can also cooperate with the fast KOL. It is understood that in the praise business, the proportion of cosmetics and clothing bags business is 49%, which can be regarded as the main force of nuggets.

"Fast hand has huge traffic volume, and enjoys stable technology and order processing capability. Consumers have better experience and higher conversion rate. At the same time, praise and fast hand strategy cooperation to promote lower rates. That is, heart expression. According to his introduction, in June of this year, a laundry detergent from a businessman was sold on 7400+'s single event, and the turnover was over 3 million 700 thousand. A quick hand net red, which captures a large number of female fans through special makeup, sells cosmetics through the fast hand shop. The unit price of the guest is 200 yuan, and the rate of repeat purchase can reach 93%.

The three is intelligent distribution. It is praised by "intelligent distribution" to help businesses better meet the needs of consumers, while increasing the store SKU, improve the depth of shop visits. For example, a company with praise and makeup can recommend hot food to consumers through a smart distribution system, and get commission from suppliers. It is reported that on-line 7 days, the use of praise intelligent distribution business average daily turnover increased by 800 yuan; on-line one month, merchant page access depth increased by 40%.

"Fitting room punch card" into a new store increment

If the live broadcast, short video and intelligent distribution bring more increments of online sales, then stores may be the key for the beauty clothing enterprises to seek incremental from offline channels.

Founded in early 2018, bosie is a brand name of the fast fashion designer who is the main producer of asexual. Its core feature is that all SKU achieve the same gender and provide men's clothing that girls can wear. The unique market position makes it frequently favored by capital. In addition to setting up shop in the electronic business platform, bosie also used the praise to open the micro mall, operating the private domain traffic, using a retail management entity store.

In April this year, the first store in bosie officially opened in Hangzhou in April 2019. The first day sales volume exceeded 60 thousand yuan, and sales in one month were stable at around 500 thousand yuan. Meanwhile, the sales and Pingyao TOP3 of Li Jia Li center were also stable.

How to attract young people to shop for clothes? A secret of bosie is to create "punch points". Bosie line business partners tension analysis, after 95, the consumer groups are very fond of making friends circle, and also very much like self timer in the fitting room. How to create a hot fitting room for the user to have a hot circle of friends? This is a core consideration of Bosie store design.

According to the introduction of tension, Bosie specially set up card punching space in the store -- Mini Art Gallery, scene dressing room, personalized background, photo design, successfully finding young people's "cool spot", attracting a large number of users to take the initiative to take pictures, punch cards, bask in friends circle.

In addition to front-end marketing, the digital management of the back end is also becoming the key to the operation of the fashion industry stores. At this point, Qu Jing, vice president of Hui Mei Group, has a deep feeling. Beginning in 2015, the group began to build a digital system, and explored it for five years, making it a new retail benchmark for women's wear. In her view, digitalization is the pass for new retail in the future, and the digitalization of Hui Mei group includes production digitalization, store digitalization and user digitalization.

Net red business how to attack

Under the banner of Zhang Da Yi, the "red card" has been launched in China. In April of this year, it was listed on NASDAQ. At present, there are 128 net red flags under the banner, operating more than 155 million fans on various platforms, with a turnover of RMB 2 billion 900 million in 2019.

Cheng Wenqiang VP believes that in the Internet age, we need to have 4 core competencies to do well in the new brand:

The first is the marketing capability with KOL as the core. Every shopkeeper and even every guide is a professional KOL.

The two is the ability to choose products. Marketing is perfect. Finally, it will be landing on the product.

The three is supply chain capability. Products look good, product concept is very good, but the supply chain can not keep up with the promotion of single sales, it will lead to a lot of bad reviews.

The four is operational capability. Meticulous operation, do a good job in private domain traffic. For example, the maintenance of private domain traffic is mainly done with praise, including fission with social tools, and customer service.