In The Special Period, We Need To Change The Group Or Usher In The Next Prosperity.

A sudden outbreak has changed people's health habits and health risk awareness, and has also changed the main retail outlets of many traditional industries. For fashion clothing industry, in the past, it was dominated by offline stores, and online transformation became the only way out when employees could not return to work, stores could not be opened and no traffic flow.

Against this background, in early February, a "GXG purchase of ten pieces and 89% off" links exploded many people's circle of friends. WeChat groups with different occupations and different topics seemed to have reached a delicate tacit understanding at the same time, silently cutting their hands. Campaign promotion lasted for only one day, and then extended spontaneously by buyers for two days. Under the impetus of this activity, GXG brand sells more than ten million yuan per day, a 500% increase in the chain.

The outbreak is not accidental. Behind it is the deep accumulation of brand past. In 2019, double 11, GXG brand ranked second in men's clothing category, and performed well. The sales volume of single brand reached 340 million yuan, second only to UNIQLO.

Fifteen years ago, the SARS epidemic caused some enterprises to have a sense of risk prevention. "Shop closed shop", looking forward to the industry shuffling opportunities to achieve overtaking in the curve, the mozun group also made a lot of layout, plus the "10 piece 89% off" discount only in the end of the year, and the past accumulation of brand goodwill, intending to buy a lot of consumers, such a phenomenon.

At the same time, the mosang group also adjusted the system according to the situation in different regions to relieve pressure in some areas.

The industry's shuffling opportunities brought by the epidemic are strain on the surface, but in fact they are hard strength accumulated in the past. At present, the employees of mousse group are at full load. Under the situation that the incentive mechanism is not yet in place, all employees have begun to promote voluntarily and voluntarily and face difficulties together.

Their system is divided into four parts, one is to open up the membership system of the whole channel and the whole brand, and the two is "public number +". "Small program" mode to achieve 1000 stores, each of the independent stores will carry out social marketing, direct marketing; three is to improve the socialization of the agent system of ecology, the company will absorb some fans and marketing ability of small agents; four is the expansion of product category, further explore other categories of sales, breaking the barriers of clothing shopping frequency.

In the face of the epidemic, the whole industry is in a symbiotic economy, which is closely linked with each other. Only when the upstream enterprises and downstream enterprises are faced with difficulties, can we see the situation now that every industry chain is running in an orderly way, and no one is left aside, waiting for the coming prosperity.