The "Cloud" Expansion Of Development In The Mutation

The sudden outbreak of new crown pneumonia in early 2020 is not only a dark haze on holiday, but also continuing to put pressure on all sectors.

As an important component of the retail industry, the clothing and apparel industry is also inevitably faced with severe challenges and impacts. But for enterprises and operators, there are also opportunities in the challenge. How to seek new development in this mutation and how to make change help development becomes a must answer for all enterprises.

Recently, 603587.SH has made great efforts to expand the way of "cloud on the road" to protect its own development.

Photo source: Zhongfu net

New channel helps brand fission communication

Affected by the epidemic, the number of retail outlets under the line has dropped sharply. In addition to keeping epidemic prevention and disinfection work in open shops and maintaining good interaction and services with customers, di Su fashion also opted for adding "cloud" shops. It is reported that the "one store one mall" online sales system has been launched by the company to accelerate the development. The mall aims to provide a "cloud" sales platform for the company's direct outlets, and the direct outlets under the line will be transferred to the Internet in a more vivid and orderly way, through the intimate service of the store manager and guide shopping, to meet customer needs while further improving customer stickiness.

This year's special "Spring Festival house" and the delay in resuming work have also brought about a substantial increase in the online time and traffic of mobile terminals. In the face of the substantial extension of the online time of consumers' mobile terminals, DSU fashion seized the opportunity. On the basis of WeChat Mini program, which was launched on August last year, the WeChat Mini program distributor function was added in the shortest time. On the day of the line, "DAZZLE FASHION "Online sales partner recruitment order" is also promoted by Di Su fashion company. All of them join the micro mall distribution team. Through community sharing, WeChat circle promotion, small program forwarding and online live broadcast, we can promote the rapid fission communication between the micro mall and the company's sub brands. Only the company's DAZZLE and d 'zzit two brands have exceeded 4 million yuan on the same day.

In addition to cloud shopping, di Su fashion has also entered into strategic cooperation with Iqiyi's "youth you 2" variety show, taking part in program recording as an official authorized clothing brand. With the broadcasts of Iqiyi video playback platform, the "brand breaking" of the brand has further expanded the influence of fashion brands on potential customers outside the fashion circle.

High quality services consolidate the foundation for change

It is far from enough to have the courage and courage to move from the mass line to the next line. Early stage work and continuous management input determine success or failure. Since its listing, di Su fashion has been widely recognized for its multi brand management and light assets operation capability. The company's online channel construction has not stopped, and online revenue growth has been maintained at over 20%.

In addition to Tmall mall as the company's main online channel, in 2019, the company has actively promoted the new online channel cooperation, such as Xiaohong book, temple library, glamour and so on, and has established a deeper brand relationship with consumers through online live broadcast, exclusive customer service, group chat and buyers show. This has laid a solid foundation for this tactical change.

In terms of services, the retail 3C training promoted by the company last year has not only improved the retail capacity of store managers and shopping guides, but also enhanced the store efficiency and customer stickiness of all direct stores. This pre job work has laid a solid foundation for the promotion of "one store one mall" this year.

Some analysts believe that short-term clothing industry affected by the epidemic is larger, but in the long term, after the outbreak of the consumption will be restored to normal with natural demand. Therefore, the competitive companies with outstanding brand competitiveness have certain advantages in ordering terminal and terminal inventory allocation, which can alleviate the impact to a certain extent, especially those with strong product advantages and strong operational capability will be less affected.

In the case of Di Su fashion, through the expansion and deep ploughing of online channels, it can also provide different perspectives and insights for future offline sales, further optimize links between companies and customers, and continuously enhance their operational capabilities and brand competitiveness.

Practicing social responsibility and shaping brand connotation

The long-term development of a company is inseparable from the connotation and soul of its own brand. Since its inception, "Di Su fashion" has always carried out the spirit of "creating everything with love" as the mission of "letting everyone who meets us become better".

After the outbreak, di Su fashion donated $2 million to the Wuhan Charity Federation for the first time to support all kinds of work and devote little effort to convey the company's love for the local public. On the other hand, for this outbreak that may result from excessive human nature acquisition, it also makes the fashion more deeply thinking about the relationship between fashion and environmental protection and sustainable development.

The head of the company said that in 2019, in particular, professional fashion consultants were invited to provide fashion environmental training for their employees. In 2020, di Su fashion will further promote the company's fashion environmental protection process, devote more efforts to two aspects: "responsible consumption and production" and "equality of life", and implement the strategy of sustainable development, and strive to become "love" in people's hearts. Create a beautiful fashion group with social responsibility.