The Fashion Industry Is Saving Themselves. They Are Doing This.

Many brands are still in a state of anxiety and do not know how to deal with it. Everything is too sudden, especially the offline brands, most of which do not return to work, and are in a wait-and-see state. But at the moment, there are still some brands, agencies or channels to actively respond.

In order to find a more comprehensive solution to the problem at the moment, the participants include the luxury service activities company, the founder of the small volume brand, the e-commerce platform, the brand of e-commerce, and the direct purchase of consumers, hoping to help you.

The fashion industry is saving themselves economically. They are doing this.

(anonymously handled by some of the respondents)

"Promotion on line" with May 1 as a time point.

Tina, a LESMORCreative advertising company, is mainly luxury goods.

At present, many of their luxury customers use 51 as a promotional time. The epidemic is too abrupt and there are many wait-and-see attitudes.

"After spring blossoms, we look at the strategies of every brand. It is estimated that conservatives and radicals will have it. It is indeed a very bad year for us," Tina said. However, she also stressed that it is not very clear about all brands, but only a few brands that are in touch with each other are catching the May 1 time.

"The overall environment is not suitable for brands to be too prominent".

BRUNO, a ANSWERCOMMUNICATIONS advertising company, is mainly made up of cosmetics in Japan and the United States.

Because the company's project is dominated by offline activities, BRUNO has not yet resumed work, and some of its original activities have been cancelled. However, he stressed that it is only a pause, and that the activities should be replaced later. "I think it's a bit early to judge, because the market still needs to pull together online and offline, and it is estimated that customers will make the next plan according to the situation at the end of February," BRUNO said.

Although the current domestic economic situation is very serious, he does not think it is too nervous. On the one hand, there is not much business in the new year, but most of the activities are postponed. "I think the impact of online business is limited, but the overall environment is not suitable for the brand to be too prominent."

Next, he will consider some new ways as a supplement to store sales, mainly to new activities, he stressed that the last fight is still creative, and intends to study some VR interaction.

"Business is bound to rebound in the past."

Scarlett, founder of Stylett fashion academy. Customers focus on fashion, beauty brand and commercial real estate.

Many of Scarlett's brand customers stopped training activities and offline training in the first quarter, but it did not mean that the brand became negative. Many cosmetics and shopping malls were hit hard by online businesses. When the budget was cut down, online training for BA and shop sales began. Scarlett is also developing online courses suitable for brand demand. "In the meantime, business is bound to rebound."

"The volume of traffic increased substantially last weekend".

Yang Jingyi, chief executive officer of Siwu energy ecological cloud.

"In the face of the current situation, the reaction of fashion brands has two main characteristics: wait-and-see, many fashion brand headquarters are overseas, and domestic brands do not respond so fast to the domestic situation. Most of them need domestic departments to communicate with headquarters. They are in the process of explaining the situation. The second point is that all offline activities are totally stopped. The offline activities and outdoor advertisements of luxury brands in 2 and March are all being removed or postponed," Yang Jingyi said.

She believes that the overall response of the fashion industry is relatively conservative. Other industries, such as fast fading and Internet, have emerged. This is also a difference between local enterprises and international enterprises in the face of emergencies. "When we communicate with many brands, we find that Chinese brands from overseas brands still respond more quickly, but most of them need to wait for global's decision, and some top American brands have been returned to the United States by overseas Chinese."

As a luxury electric business, the backstage data of temple library show that the traffic volume has increased substantially over the last weekend, which is about 40-50% higher than that of the Spring Festival last year. There is a demand for users. Because the epidemic is not convenient for offline consumption, instead, there is a flow of goods online, no goods sold on the line, but no traffic volume, resulting in a great loss of traffic. "Consumer demand is in, only being suppressed, which can also be seen from the stock market in February 4th. The first day of trading opened up, but on the second day, many stocks rebounded a lot."

To cope with this situation, the monastery issued a summon event in February 4th, summoning offline stores or retailers to sell them if they had good stock.

"Before we have some orders from users, businesses can't deliver goods for various reasons, and now retailers and other retailers have spot but no customers. If offline and online match, they can well resolve customer needs and ease the pressure of business survival." Temple library uses a joint mode, there are two kinds of merchant shipping, one is the merchant shipping itself, the other is sending the goods to the warehouse of the temple warehouse, and then the unified shipment. The two modes are all available.

"But at the moment, the core issue, whether it is directly sent to our customers or sent to our warehouse, needs to be shipped out. Logistics is still problematic. In addition, there are various internal problems, such as the inventory of many brands, the electricity supplier and the offline businesses are separated, and now the electricity supplier is out of stock, either asking the headquarters to transfer the goods, or borrowing from the stock under the line, how to calculate the two departments, and so on.

From the perspective of user demand, Yang Jingyi is expected to have a larger outbreak after the end of the epidemic. The first wave of online consumption will be on Valentine's day and the second wave will be around March 8th. "Valentine's day this year, couples may not be able to meet offline, so gifts become a very important way of showing love. We just had a "Valentine's day rush service" just last night. Users in Beijing can purchase half a day of luxury goods in the five rings, including PRADA, MIUMIU, FENDI, SalvatoreFerragamo and other international famous brands.

"Recently, thousands of people have been added to do transformation."

Zhou Liyan, the founder of the "Qie" Qipao, is dominated by offline shops, and the price is close to light luxury.

Zhou Liyan, the founder of the Qipao cheongsam, has already started work (home office), and dozens of people have been temporarily shutting down except the offline shop. Other departments are running. The design department has produced design plans and design manuscripts, and online sales have not stopped. The marketing department, new media operators and the electricity supplier departments are also fully cooperating. She herself has begun to do the live broadcast of the Qipao, explaining the culture and design concept of cheongsam. Although this kind of live broadcast is not directly related to sales, it has attracted potential customers like cheongsam and traditional culture, and has kept the old fans. The image of KOL herself is also relatively stable.

Although Zhou Liyan is a brand that deals with traditional culture, she is very active in the direction of new media. It is precisely because of previous accumulation that she helped her continue to sell in the near future.

Her own jigsaw number has no name tag, and the content is also highlighted in the cheongsam itself, mainly based on cultural explanation, so as to popularize sex education, increase fans, and appropriately implant brands. In the area of direct delivery, she also trained a anchor, opened the jitter and Taobao live broadcast, to do the spike type. A few years ago, the anchor had prepared dozens of videos according to the company's requirements during the new year's day. Although she was unable to do Taobao live broadcast in her hometown, she did not stop.

It is said that after years, the conversion rate of quiver is not bad. There has been sales, and fans will add micro signals to the company. Recently, thousands of people have been added to do the transformation. She believes that jitter is not a place to look at brands, but more importantly, content.

Fortunately, her new line of goods on line has been ready for sale before the year. Now all the online pre-sale is done, waiting for the 9 to work.

"I lowered the price of the sub line, on the one hand is the current situation, sales volume and water stability is more important than profit. On the one hand, in the VIP group said, save money to take care of family members or donations."

Liyan said, "anyhow, now we try to make the whole team work with all possible means. After all, the pressure is still great, and we must have running water."

"Traffic is good, transformation is OK."

Fion, director of brand promotion for a foreign accessory designer.

On the fifth day of the fifth day, Fion's brand launched the first wave of the year after the lunar new year, and the result was good. So there is a plan to continue online promotion.

In October last year, Fion began to promote its trill. After this year's launch, it did not invest in new bloggers. Instead, it added dou+ to the previously released content.

As a result of the epidemic, trembling began to take preferential activities to businesses early and encourage people to put in traffic. This is one of the main driving forces to stimulate Fion. Another reason is that they judge that after years of being at home, the frequency and time of buffeting will definitely increase.

Due to the limitation of delivery, pre sale was the main way, and in February 3rd they resumed shipment with Shun Feng. At present, home office Fion is preparing to launch Valentine's day. Social media mainly focuses on jitter and WeChat public address.

"We are not a successful brand of social media promotion. We can only talk about it from our own point of view. Apart from caring about the epidemic situation, we still maintain a continuous yearning for a better life, so we will also pay attention to other contents, because we all know that the epidemic will end. Maybe it will be over soon, and everything will return to normal. Besides, shopping can really cure. I don't think people are afraid of buying anything, because there is no traffic on the line, "Fion said.

"We prefer to stockpile."

Zou Zou, a veteran journalist in fashion industry media, is now buying professional products and acting as a domestic brand.

As a professional purchasing agent, Zou Zou has a direct perception of customers.

She sells mainly through friends circle and WeChat group, and also has experience of putting online red short video advertising.

"After the year, the sales of the products that are not related to the epidemic are not very good, but some essential products will be bought, such as skin care products, for fear that they will not be bought later." Although she did not promote other channels at the moment, she knew the agent recently promoted in the jitter, sales were good, the reason is still "after all, many people idle."

During the interview with her, I learned another message, though it did not meet the theme of this article, I wrote it to remind you. According to her understanding, counterfeit goods have begun to appear recently, and masks and skincare products are fakes, because many international airlines have cancelled flights to China. The purchasing stocks are generally not too large, and they can not be sold for too long, thus promoting the rise of counterfeit goods. In addition to fakes, masks also appeared cheaters. There was a disappearance of money, and the use of Taobao to automatically confirm receipt within the time limit was actually no money swindling, but Taobao recently sold more masks to businesses. We should pay attention to buying mask as much as possible from the formal channels.

"Sales figures after the year are up."

Mr. A, the authorized dealer of a famous household clothing brand in China, is mainly online.

Mr. A began working at home in February 1st. The biggest impact of the epidemic on them is to disrupt the original sales plan. The original products sold by the Spring Festival plan will not be shipped, causing the factory's next production plan to be disrupted, replanning, and selling anything in stock now.

Although very passive, the sales figures after the year are rising, but not much higher than in previous years. He said that the annual sales of the Spring Festival decreased compared with that of other months, but it was rising year after year. "The better electricity supplier has a strong growth momentum every year. We doubled last year than the previous year, which is different from traditional industries. The increase of 10% under the line is even more."

Mr. A mentioned a very crucial problem. Many Taobao electric providers value the sales ranking very much. Professional operations usually buy advertising sites and through trains, and try to create several explosions to ensure a certain sales position, so that consumers can get a certain amount of traffic when they are searching. This ranking is based on monthly statistics, but because of the impact of the epidemic, sales of some commodities have declined, and some of them have failed to cause the goods to go off the shelves, so that the explosive money that has been spent before the effort is gone. The sales ranking this month has been greatly affected.

Last

This article is very difficult to write, because it is difficult to interview the actual response measures, most brands are in a state of shutdown, and the bosses are anxious about the huge daily expenses.

It's really hard for both fashion and other industries.

The boss, such as Liyan, who has responded positively through short videos, says employees are very competitive because they feel that if they do not work well, they may lose their jobs.

The interview also encountered a woman who was in Wuhan as an internationally famous brand and international trade. Fortunately, her products were all in Beijing, and her business was probably reduced by 20%. She had an agent who opened a Thai massage shop in Wuhan 2 million years ago, and the staff came from Thailand. She said, "let me tell you how to deal with it. I am talking about difficulties and losses, because no matter how to remedy, there will be losses."

Big companies suffer from big companies. Small companies have difficulties in small companies. Therefore, try to collect positive information, hoping to help everyone.

From the perspective of everyone's reply, there is a certain amount of purchasing power on the Internet. A few of them mentioned that the transformation of jitter is not bad, but there is a big premise. At the moment, there are not many brands to launch, and there are not many brands that have sales action at the moment. Another important point is that Mr. A mentioned that Taobao's sales ranking is now being disrupted, that is to say, many brands stand on the same starting line, and before the full resumption of work, if the brand takes the lead and starts to create a rankings for rankings, the cost should be lower.

In addition, if there is still no way to do any work, home learning is very good, online training is also very convenient, and so on in the past, everyone can better put into work.

Everything will be fine.

Thanks to the interviewees and Xu Fengli and Zou Zou for additional assistance.