There Is No Limit To Variables. There Are Always More Ways To Play In The Clothing Industry.

Standing at the end of 2019, reviewing the development of the garment industry for one year, it is not difficult to find that although the whole industry is facing such problems and challenges, it is undeniable that in the past year, through constant transformation and upgrading and diligent exploration, China's garment industry has not only more possibilities for future development, but also the possibility of turning all kinds of possibilities into a realistic reality.
In this year, the clothing circle has experienced the integration of online and offline businesses, the booming of electronic business live, the rise of the national tide brand, the sharp increase of market segmentation, and the continuous change of fashion game, and also experienced the throes of the fast fashion brand's market shrinkage. Careful people can find that the "play" of clothing circles is just like the fashion design itself, full of changes and uncertainties, but in these changes and uncertainties, there is no lack of rules to follow.
　　 Double line integration accelerates channel upgrading
Nowadays, when people are shouting "chopping hands" in minutes, online shopping has become an indispensable part of people's lives. With the diversification of shopping channels and the upgrading of consumption, consumers' shopping needs are constantly changing. Many enterprises are trying to satisfy consumers' demand for convenience shopping and emotional appeals, increasing customer stickiness and goodwill, thereby enhancing brand value.
At present, the transformation and upgrading of the retail industry has entered a new stage. The relationship between online retail and physical retailing has gone from fire to water. The digital construction of entity retailing enterprises is speeding up, and online retailers have also rapidly expanded their offline channels, and the development of all channels has become a trend. The development of enterprises from single format to multi format, from single retail to retail and service development, has sprung up a batch of new formats and new models.
Especially with the coming of the 5G era, the O2O clothing retail mode can turn the virtual experience of virtual fitting room, 3D display and other fitting and matching into reality. It can provide online and offline synchronization price comparison, customer appointment test fitting, personalized customization and other services. For apparel retail enterprises, O2O means that consumers can choose the order through the online sales platform, then try to pick up the goods online, or try the online store at first, then pick up the money online and pay the order through the mobile electronic equipment. The O2O mode combines the advantages of online virtual shops and offline shop entities, while improving the personal experience of consumers, and effectively solving the drawbacks of Limited traditional shop products.
It is foreseeable that with the advent of the digital age, the lifestyle of consumers will be changed again and again, and the boundaries between online and offline will become more and more blurred. In 2019, more and more garment enterprises and brands accelerated the further integration of online and offline businesses. If the whole channel is still in the exploratory stage in the past few years, the successful cases of successful online convergence are everywhere.
In 2019, Shandong Ruyi, aiming at the challenge of consumer experience as the center, put forward the "smart retail strategy", which will create intelligent home based on 3 years to achieve intelligent customization of one person, one plate, one person and one person. With the most active smart elements of intelligence, we can create intelligent online retail terminals to promote the innovation of intelligent production chain and create a brand new fashion industry ecosystem.
For example, in UNIQLO, consumers online order, hundreds of stores under the line support for 24 hours to pick up goods conveniently; in Taiping bird, through commodities, payment and other dimensions to open up, to support consumers in stores to sweep yards purchase, store self promotion and other new business; men's clothing brand Common Gender, is a listing on the online and offline combined with full channel sales mode.
In 2019, online offline picking, or offline experience online shopping has become a major trend in the apparel industry.
What is particularly worth mentioning is that in January 12, 2019, the Yudu Pulse smart manufacturing fashion industrial park, which was invested by Hui Mei Group, officially opened after more than a year's preparations. As the "black horse" of online clothing, the move of the entity under the "dyeing" line of the Hui Mei Group has caused a great sensation in the industry.
The O2O transformation of garment retail enterprises has changed the hostile situation between the online and offline businesses in the traditional electricity supplier environment. It not only opened up a new way for sales under the clothing business enterprise line, but more importantly, it provided new development opportunities for the traditional clothing retail enterprises that still did not advance the transformation or transformation of the electricity supplier. In the future, online and offline integration is an obvious trend in the apparel retailing industry.
　 Subdivision positioning and fear of market decline
A few years ago, we were arguing about whether consumption is "upgrading" or "downgrading". Now, the new view is not to rise or fall, but to divide consumption. Nowadays, people's living space has been highly stratification. There are huge differences in consumption demand, consumption psychology and value perception of different circles. With the development of economy, consumers' consumption habits are becoming more mature, and consumer demand is more diversified and personalized.
Today's clothing consumer market is hard to generate the so-called "big explosion". The style of clothing is more diversified, and there are more and more niche products or vertical products. In 2019, apart from the traditional men's wear, women's wear and leisure sports and other subdivision categories, the clothing market segments included more lululemon, Lolita, and other niche subcategories in the field of golf.
Xie Bingzheng, chairman of the company, said that the speed of China's development is obvious to the world. From the perspective of making use of it to the manifestation of identity, the expression of individuality, the pursuit of high quality and high quality, the demand for clothing for consumers is becoming more and more diverse. This means that our clothing brands must break through the "subdivision" if they want to keep pace with the times.
According to data from the three quarterly report in 2019, the company achieved operating income of 1 billion 323 million yuan in the first three quarters, an increase of 24.95% over the same period last year, and realized a net profit of 311 million yuan, an increase of 51.09% over the same period last year. Among them, the net profit of 137 million yuan in the third quarter increased by 64.41% over the same period last year. Under the gloomy environment of the entire garment industry, the 10 consecutive quarter has made a series of impressive achievements in the continuous growth of profits and profits. From the leading brand of golf costume to the first share of golf, the company has long dominated the subdivision track.
The lululemon, founded in 1998, was listed on NASDAQ in 2007, the main body of Yoga sportswear. Lululemon has always positioned itself as a technology company. Its naked feel tight pants made of patent materials are best sellers, and the price of single products is around 1000 yuan. With the popularity of many famous red nets, the matching of lululemon tight pants and sports shoes has become a fashionable street wear method. This makes lululemon no longer limited to yoga scenes, and has successfully made a circle.
Aside from these leading brands in the industry, the most popular Hanfu in March is the example. In March this year, the 2019 China fashion trend report released by Taobao in the Taobao new force week showed that in the fashion search keyword trend TOP10, Hanfu ranked tenth in the women's wear list and the men's wear list.
In the winter of 2019, Li Zi Qi, who wore Han clothes, went abroad. Taobao's "double 12" period had a 30 fold increase in its sales of cloak and Hanfu cloak. Obviously, once a small number of Han clothing has been "fire circles." Taobao data show that Hanfu has formed a scale of more than 2 billion yuan, and maintained nearly 150% of the rapid growth.
However, these sub categories of clothing category, like people love to die, but do not like people still do not feel. In fact, it is not comprehensive to distinguish consumer groups by gender, age, occupation and income. Nowadays, people's aesthetic and consumption levels have been tagged with more and more new labels.
In the era of consumption classification, both product creation and marketing communication must be based on target users, only by serving them well and gaining their recognition.
　 Cultural confidence and brand name
"AJ bye bye, support for domestic products."
This is not long ago, Lining's brand new "Wade's way" eighth generation basketball shoes in the annual global trend of the largest event Losangeles Complex Con officially unveiled, the most commentary in the relevant news reports. Just like the "new the Imperial Palace" and other cultural variety popular in the young market, in 2019, the national tide swept the entire clothing circle. Behind the surging tide of the national tide is the rise of China's design industry and the continuous deepening and support of "cultural confidence" in the consumption concept.
In 2018, Lining, a sports brand, went to the T stage of New York fashion week. Using traditional embroidery techniques, he made the "red and yellow match" of Chinese elements more fashionable. It also changed the stereotype of young consumers in one fell swoop, and became the representative of the "chao chao brand". The year was called "the first year of the national tide", and "pay for sentiment" has become a popular word. In 2019, it was the year of the rise of the new "national tide". More and more domestic clothing and clothing brands entered the public's vision with a brand new attitude by showing the brand new culture and history, and showed the amazing market explosive power.
To accept domestic products, choose domestic products, and spontaneously endorse Chinese products, from "cultural identity" to "consumer identity", more and more consumers are willing to pay for traditional culture and national feelings.
Behind the surge of the "national tide" is the change of the consumption crowd. "95 after" and "00 after" have become a consuming force that can not be ignored. They grew up in the period of rapid development of the country. They had strong sense of identity and pride. They no longer regarded the trend of the country as old-fashioned and traditional symbols, but regarded the national tide as an international cultural wave, a new way of life, or even a self expression of self-confidence.
Relevant data show that millennial consumers are more strongly aware of new things' cognitive ability, trial desire, and personality and self publicity than those of "70 after" and "post-80s", thus stimulating their consumption of a commodity from mass convergence to small self. Therefore, fashionable and unique design ideas, personality and publicized design style not only highlight a specific culture, but also represent a distinctive life attitude and way of life, which is exactly in line with the consumption proposition of the new generation of consumers.
In addition, the emergence of "national tide" is the inevitable outcome of the comprehensive national strength and the economic and social development to a certain stage in our country. It not only shows the cultural consciousness of the consumers in China, but also shows the identity of the local cultural elements, and shows the diversification and individuation of their consumption concept.
Prior to this, Nelson released the "second quarter 2019 China consumer trend index report" pointed out that "China's domestic brands usher in the spring." With the increase of national sentiment, 68% of Chinese consumers prefer domestic brands. Sentiment and consumer recognition of brands are the core driving force for the rise of domestic goods. The clearer and firm brand attitude of domestic brands has also won the favor of consumers. At the same time, China's consumption structure is undergoing a new round of upgrading and transformation. Consumers' brand and quality are improving, and more high-quality and high value Chinese brand goods are favored by consumers.
According to the insiders, the "national tide" should represent the trend of Chinese culture, Chinese art, Chinese aesthetics and Chinese spirit. The representative elements of Chinese culture can be used as material, details and spirit when combined with the fashion industry, but new changes are needed to cope with the market demand, especially the demand changes of the younger generation of consumer groups.
　　 E-commerce live broadcast to achieve rapid growth
Since 2019, the clothing and apparel business platform has explored the live short video area. Especially during this year's "double 11" period, Tmall has seen more than 1 billion yuan live broadcast rooms and more than 100 million yuan live broadcast rooms, and more than 50% of the businesses have received new growth through live broadcast; the total volume of Jingdong's live goods delivery has increased by 25 times than that of the "6 18" period, and the average daily turnover is 15 times of this year's "6 18" period. It can be seen that the direct seeding business is creating a new market of 100 billion yuan.
Insiders say that the live broadcast business has become the new outlet in 2019, thanks to the upgrading of the network environment from 4G to 5G. Consumers can freely watch videos and live broadcasts on mobile phones. In addition, the post-90s and 00 consumers who do not lack the ability to consume become the new army of consumption. Their consumption characteristics are to go brand oriented, more important to the products themselves, and the way of consumption is also changing from the purpose consumption to the scenario consumption.
How to combine direct broadcast with industry and use 5G technology to help industrial transformation and development is a close topic in traditional industries. The live broadcast of electronic commerce has been placed in the spotlight since its birth in 2016. In just 3 years, the new form of "electricity supplier + live broadcast" has given consumers a new experience in e-commerce shopping, and the live broadcast of electronic commerce has developed into a new industry of e-commerce.
With the help of live webcast and short video, the direct seeding electricity supplier has achieved explosive growth this year through its development in recent years. At present, in the field of live goods, led by Taobao, fast hand follows closely. Many and many small red books have also become a group of players who finally come to live in 2019.
In 2019, "double 11" is the most important part of Taobao's live broadcast. The live broadcast of electronic commerce has become a new mode of brand marketing. The head anchors are able to carry goods every day for a year. In addition, brand self selling benefits can not be underestimated. The amount of Taobao live fans is TOP10 brand account. Although the live broadcast of KOL has been staged from time to time, it is undeniable that the value of live broadcasting is far higher than its risk, and there is still room for development.
At the same time, clothing enterprises also boarded the live goods belt. A garment factory owner from Dongguan said that the increase in live orders has increased sales of clothing factories by about 30% over the same period in previous years. Clothing companies will accurately match the production line according to the demand of each anchor. There are specialized T-shirt production line, shirt production line and dress production line. The production lines of these products are built for different net red.
In addition to Taobao live, short video is also exploring the delivery path and fruitful. Take "quick hand" as an example, with its low price direct selling strategy of origin, it has successfully promoted the rapid development of clothing producer business. According to the AdMaster social database data, in the third quarter of 2019, the number of purchase words in the social platform mentioned "fast" and "want to buy", "grow grass", "buy" and so on, increased by 126% compared with the previous quarter. To this end, many electronic business platforms have also been broadcast live in succession, inheriting their advantages in interaction and "planting grass" and draining into their own e-commerce platform.
However, statistics show that under the background of global KOL prevalence, Chinese consumers' trust, recommendation and purchasing power to KOL are higher than the global level, especially purchase intention. However, the highly commercialized KOL market in China leads to false advertising and data fraud, leading to a decrease in the trust of young consumers to KOL. This will be a key issue for the future development of the new business channel.
How can a cross border joint get busy?
In 2019, "cross-border" and "joint cooperation" became the most popular keywords in fashion circles again. No matter what kind of clothing they sell, it seems that if they are linked to these two keywords, they will be red and fire, and will be sought after by consumers and the market. Even the "brain white" that this year did not receive gifts, joined the team of "joint forces" not long ago, and joined the domestic independent designer tide brand "can cat store" and "NOCAO (Nong Chao)" launched a series of joint products such as sweater, shirt, assault clothing and fisherman hat.
As we all know, the target group of health products brand melatonin is middle-aged and elderly people. In this way, the young people are also aware of the young side of melatonin, and have made a popular IP trend for the brand. In order to attract more young consumer groups, the choice of this brain is associated with the young people's favorite brand of national tide. This is the first step they touch on the consumption concept of young people. On the social platform, the joint venture of brain platinum is even ridiculed by netizens as "brain white transformation garment factory".
In the joint design process of "brain platinum", the panda store chose the blue, white and yellow packaging of melatonin products, as well as its slogan of "youthful and healthy products" as a design element. With the concept of "young, positive and healthy" as the design concept, the two groups were integrated together from the form of presentation, giving the spirit of the brand young and positive.
In fact, it is not just the brand of platinum, such as old mama, 999, Wangwang and other clothing circles, but also wants to be in fashion.
If the brand of cross border clothing such as "brain platinum" is "funny", then the cross border joint name of the feather brand Bosideng and the famous designer can be said to be classic. In November 27th, Bosideng joined French design master Jean Paul Gautiye to issue a joint down jacket. "Boston X high Tiye designer joint series" has been on line at Tmall flagship store and global stores since November 28th, and has been widely appreciated by consumers. After all, "Boston X high Teye designer joint series" has the designer's fashion elements and the professional quality of Boston.
Whether it is melatonin or X, Boston, the most basic requirement of a successful joint venture is that both sides have strong strength in their respective fields and the conjunction point needed by the joint names.
In this regard, hall design master gage said that this time to work together with Bosideng, from Boston 43 years of focus on down jacket. He once said, "I like Bosideng's concentration on the down jacket. I am amazed at the craftsmanship of the Chinese brand. This is an aesthetic innovation and integration, and it is also a crazy collision between me and Bosideng's professionalism. "
In addition, as we all know, clothing is a fast changing industry. Every year, every season, there will be countless new costumes. The rapid update can provide more opportunities for cross-border marketing, and the clothing brand itself also needs to inject a lot of fresh elements into the market. This provides a win-win situation for cross-border cooperation. As the most important part of the fashion industry, the clothing industry is also the most popular among young people. It is one of the most effective shortcuts to pursue the brand younger brand through the cooperation with the clothing brand. This is also one of the reasons why many domestic brands have high popularity in China, but they still introduce cross border clothing.
　　 Fast fashion weak, burst soft rib
It is the three core characteristics of fast fashion brands to have fast delivery time, to keep people close to the price and keep up with the trend. H&M, ZARA, UNIQLO (UNIQLO), MJstyle, MUJI (Muji), NEW LOOK, UR, C&A, GAP and other fast fashion brands have stimulated consumers' desire to buy in a time.
Once upon a time, these fast fashion brands occupied half the sky of shopping malls and shopping centers. The newly opened shopping malls and shopping centers wanted to attract consumers, and the entry of fast fashion brands was essential.
In the summer of 2012, Beijing Wangfujing commercial street, the 4 new floors of the Forever21 store opened near 2500 floors. Young customers queued up for shopping. But in 2019, fast fashion suddenly became ineffective. In May 2019, the news of "Forever 21 quit China" went on micro-blog hot search.
In today's clothing consumption field, only relying on fashion and avant-garde can not satisfy the needs of consumers. The life style with equal price and experience has become a new consumption trend. Some fast pursuit of new products, but the quality of products is generally fast fashion brands, and today's consumer demand is running counter.
People in the industry once said that in 2019, the word "fast fashion" was the most darkest period in the history of business. Customs, bankruptcies, bankruptcies and other words frequently appeared. Investors and consumers seemed to lose confidence and patience in fast fashion.
So, people saw the collapse of Forever21, TOPSHOP walked away, NEWLOOK left, GAP was also crumbling, only ZARA and H&M were still holding the last stick in the so-called "fast fashion" field.
Even La Natsu Bell, once known as "the first domestic A+H share women's clothing listed company" and "China Version ZARA", was once again heated up by the industry in 2019 because of a large number of Customs shops, rental headquarters buildings, sub brands for bankruptcy and liquidation. La Natsu Bell's third quarter report in 2019 showed that its operating income in the first three quarters was 5 billion 757 million yuan, down 7.2% compared with the same period last year, and the net profit attributable to shareholders of listed companies was 825 million yuan.
According to the latest report released by fashion agency Thredup, 25% of female consumers said they would no longer buy fast fashion clothes from 2019, most of them young consumers. Of the more than 1000 women surveyed by Thredup, 58% thought that waste should be reduced this year, while another 42% said they would reduce waste by buying second-hand goods.
In fact, the decline of fast fashion is not without trace. From the performance of Esprit, Waterloo and Marsha, the Chinese market has narrowed down the scale of the fashion business, and has slowed down to New Look's exit from China, closing the men's clothing business to ZARA and H&M.
Insiders say that whether Forever 21 or Topshop, or La Natsu Bell, such products are obviously lacking in diversity and originality, especially when consumers are awakening the concept of consumption. No new and cheap products have faded away from the eyesight of the main consumer groups.
As the market matures, consumers become more and more smart. The attractiveness of speed and cheap in the fast fashion industry is fading away, and the industry leaves little time for fast fashion.