Changshu'S Clothing City Is Heading For The New Retail Era.

Editor's note

In recent years, many challenges have been faced by new technologies, new industries, new consumption and new cities, especially the outbreak of the new crown pneumonia outbreak at the end of last year, which has a profound impact on the current and future development of the professional market. The development of the textile and garment specialized market has entered the post epidemic era, and the specialized market in various areas is facing various difficulties. It is urgent to actively adapt to the new requirements, improve the new positioning and expand the new functions. In order to meet the needs of people's better life, we should play a role in wisdom and action.

In order to further promote the optimization and upgrading of textile and garment market, the China Textile union circulation association will jointly open up the textile and clothing weekly magazine. "Innovation and development market" column It aims at summarizing and refining the exploration practice, successful practices and valuable experience of the cluster market, promoting the core competitiveness and influence of the professional market, and contributing to the healthy development of the industry and the enhancement of international competitiveness.

Nine of innovation and development:

Changshu's clothing city is heading for the new retail era.

In the past two years, the online live marketing mode has rapidly covered the whole country with prairie fire. It has become a new model and new format for businesses trying to explore and boldly explore the textile and garment market. The online live marketing mode has effectively broken the limitation of the traditional professional market retail area, and has made full use of the original design advantages, cost advantages and cost-effective advantages of the professional market. Especially the online live marketing mode has played a great role in the efficiency of the traditional specialized market, and has realized the fast, accurate and efficient touch consumption of the industrial cluster products. At the same time, it can achieve rapid feedback from consumers' information and preferences.

In recent years, with the adjustment of urban planning and the change of the development environment of the industry, the specialized market of textile and clothing has been guiding the transformation of new businesses in the transformation of wholesale and retail businesses, and is actively trying to integrate the "professional market + new retail" goal and direction. Continuous trial and error, repeated innovation, summing up experience, learning lessons, transformation and upgrading, the goal and direction of innovation and development has never given up!

Seize the direct air outlet, Changshu garment city is in action.

Relying on the characteristic industrial town, Changshu garment city has gathered 35 professional markets in 3.71 square kilometers. After more than thirty years of rapid development, the clothing city has become a national well-known and influential international textile and clothing distribution center. Changshu clothing city takes the construction of intelligent shopping mall as the general objective and the general starting point, grabs the opportunity of historical change in the rapid development of online live marketing, expands the retail share of the professional market, and actively promotes the regional brand influence of Changshu men's clothing, and explores a new development path for the transformation of the textile and garment specialized market in the whole country. Especially during the two months of the 2020 Spring Festival holiday and the outbreak of the new crown pneumonia, the retail industry of the society has almost stopped, and traditional channels are facing great challenges. The Changshu Garment City Management Committee actively promotes the marketization of the business circle and makes efforts to seize the direct seeding draught. Taking the professional market + new retail as the breakthrough point, focusing on the new market increments and new scenes, it will usher in the second growth opportunity for the traditional industry development.

"The national solid wholesale market is being impacted by the Internet market, and the entity traffic pool is getting smaller and smaller. Customers are buying more and more online, from offline wholesale to online live selling as the draught in recent years." Liu Yaru, director of the direct broadcast service office of Changshu Garment City Industrial Zone, said: "a few years ago, the textile and garment market did not seize the opportunity of the explosive growth of e-commerce in a timely manner. However, the outlet of the online live broadcast mode has caught the professional market of textile and clothing.

Rapid iteration, online broadcasting to a new era

In a short span of more than two years, the online live broadcast of Changshu garment city has been spontaneously tried by market traders, and has entered a new stage of market guidance, platform cooperation and win-win development. Online live broadcasting has become a new outlet for the market transformation and development of Changshu garment city. In the past 2017-2019 years, Changshu Garment City Management Committee and garment city group have been leading business enterprises to keep up with new trends and explore new models. They have been paying close attention to, continuously making efforts, and laying ahead in advance.

In 2017, Changshu clothing city merchants, which are highly sensitive to the new mode and new format, began to broadcast live on the spontaneous water line, and achieved good market results. The rapid response of merchants in the business circle and the timely attention of the clothing City Management Committee, and the rapid spread and duplication of Online live broadcast; a strong new annotation of the "new retail" mode has been actively explored by the professional market and business circle. 。 "The integration of traditional and specialized markets and industrial clusters to promote the integration of online and offline development will not only enable consumers to reach first-hand supply of goods, but also boost the new economy to the mainstream and become the core force driving the traditional economic transformation, and will usher in the two growth opportunity for the development of traditional industries." Liu Ya understood this way.

In 2018, Taobao's live broadcasting industry took the floor of Changshu clothing city, and realized the strong combination of Changshu textile and garment industry and Taobao's live broadcast, which opened a new chapter in the industrial zone's live broadcast. In January 2019, the clothing City Management Committee and the clothing city group company set up the "industry belt live service office", taking the service industry and the business as the purpose, with the "live +" as the driving force, to guide and optimize the professional market people, goods and field new scenes and new channels, and vigorously promote the organic integration of online live broadcasting with the resources elements such as the market, brand, logistics, talents, supply chain, traditional electricity providers, etc. Build a new ecosystem of online live link clothing industry chain. From the merchant's spontaneous water test mode to upgrade and develop into a new format of government guidance and support, the online live format has been widely spread in the professional market in Changshu, and the market operators' embrace and application frequency of online live broadcast have been further improved.

2019 is the year of online explosive growth and the "net red economic first year". It is also a year when Changshu garment city has made great efforts to focus on promoting online live broadcasting and achieving breakthroughs. Changshu garment city has attached great importance to the platform economic construction in recent years, guided by the development of platform economy and promoted the innovation and development of traditional market business circles. In 2019, the clothing city actively carried out the comprehensive cooperation with the live broadcast platforms such as Taobao live broadcast, 1688 live broadcast, quick live broadcast, and live voice broadcast, while actively taking advantage of the online selling platform such as love inventory, gathering and bedian, etc. Based on the industrial cluster and the physical stalls, we will form a multi platform integrated development mode of online and offline integration. Finally, we will form a deep integration of the live industry capital and the traditional professional market, and guide the upgrading of Changshu's direct broadcasting industry to enter a new era of capital oriented and market-oriented. New path and new template.

Three modes, online and offline convergence have different focuses.

China's textile and garment market has chosen different characteristics of online live platform and mode according to local conditions, and has gained different practical experience. In the exploration and practice of more than two years, Changshu garment city has gradually formed three new models of multi live direct retailing, which depend on each other and rely on each other.

Taobao live streaming has become the mainstream mode. Taobao live broadcast is the mainstream and live broadcast mode of the most widely used and influential Changshu merchants. Changshu garment city is the first base of Taobao's live broadcast industry, and the total sales volume of live broadcast in 2019 is the first place in the national industrial belt. In the rapid development of Changshu's apparel industry, a large number of outstanding local hosts have sprung up, leading the rapid development of the live broadcasting industry. In March 16th this year, under the special industry background, the Changshu Garment City Management Committee and the garment city group jointly launched the live broadcast of "cloud open city" on Taobao live, and the new retail process was further promoted and sustained.

1688 live continuously. Ali 1688, as the most influential B2B trading platform in China, has been making continuous efforts in recent years. Changshu clothing city merchants' live antenna involves the retail end, while not forget the initial intention of the traditional wholesale business, and realize the double harvest of the 1688 live broadcast sales and the B2B wholesale channel; the 1688 continuous broadcast of the live broadcast has also become the support for the integration of Changshu's clothing city line, wholesale and retail integration.

Fast hand trembling short video live attention drainage. Under the guidance of the CMC, merchants of Changshu clothing city farms actively connect with live broadcasting platforms such as fast hand, jitter, WeChat, mogujie.com, and so on. Normalizing organizations to participate in various large-scale industrial zone live broadcasting activities has become an important channel for market traders to drain.

At present, relying on the three live broadcast modes, Changshu garment city has launched a series of new projects, creating four live broadcasting bases such as NSS, Wan Shun, Tun Ho and the new trend. It has nurturing and introducing nearly 70 direct broadcast service providers and supply chain platforms, incubating more than 3180 active hosts of Taobao, jitter, fast hand, watermelon and other platforms, and 1688 live platforms signing more than 600 suppliers; 2019 annual output. Industry with Taobao live sales of more than 3 billion yuan. Online live broadcasting has become a new highlight and new way of innovation and development of Changshu clothing city.

Teach people to fish, hatch local net red brand

Referring to the development of online marketing of textile and clothing market, we can not fail to mention the net red brand of Changshu garment city. It is an important node for Changshu garment city to promote the professional market and online live fusion process from inviting external network red cooperation to selling and cultivating local net red.

The clothing city of Changshu has the power and influence of 100 billion industrial scale and 100 billion market scale, but it shows that the number of head hosts is too small, and the anchor state of the waist is faulting, so it is difficult to meet the shipping needs of the 100 billion market. Therefore, a lot of businesses have gone to Hangzhou to establish a live supply chain and to supply Changshu market goods to Hangzhou anchor. "Changshu clothing city's first industry live broadcast activities, please come to 23 popular anchors, a day sales volume of about 30000000 yuan. However, due to inadequate preparation, the anchors do not understand Changshu products, plus the owner has no experience of live broadcast, and there are problems such as lack of field control and help to broadcast at the scene. It has not achieved the best results, and some big anchor players are reluctant to go to Changshu. Liu Ya said when he reviewed the first industry live broadcast activity.

Since then, Changshu garment city has fully realized that giving fish to people is better than giving fish to people, and vigorously developing local anchors in Changshu has become the focus and direction of the garment city management committee. The huge sales volume brought by head net red has shocked market traders, and they increasingly recognize and recognize the live sales mode, which is rapidly becoming a participant by the spectators, and Changshu clothing city borrows. Take advantage of the advantages of the professional market and build up a live brand that belongs exclusively to the Changshu clothing city merchants. At present, there are more than 80 shopkeepers registered and regularly participating in the "landlady's arrival". The actual number is far more than that.

Focus on services and create new competitive advantages in the live broadcast Era

With the normalization of online live mode in Changshu garment city business circle, Changshu Garment City Management Committee realized that the construction and development level of specialized and targeted public service platform will become the focus of future professional market competition. In November 2019, the Changshu clothing city officially established the direct seeding business school, and introduced the well-known live training institutions and lecturers to enter the business. The training content was centered around the training contents such as anchors hatching, assisted broadcasting training and institutional operation. The clothing city of Changshu also carried out precise docking with Changshu Polytechnic University, Kunshan top vocational technical school, Changzhou textile and clothing technology school and other institutions, focusing on Changshu live broadcast. The needs of the industrial belt set up corresponding professional and curriculum to protect the talents demand of the future development of Changshu industry; Changshu garment city also established the Changshu original men's wear brand direct seeding alliance, held the fast start "Liaoyuan plan" Changshu clothing City Business Support Training Association, held five consecutive seasons, "the landlady drove to" live activities, hosted the fourth Taobao live direct purchase meeting, and held the national textile. Weaving clothing industry with 5G live first show activities, to provide a series of value-added services for market traders, and actively create new competitive advantage in the era of professional market competition. At present, men's clothing on the first floor, NSS new trade village women's clothing city and new oriental men's wear have become the experimental fields of Changshu's new retail and new format transformation and development, and guide the promotion of Changshu textile and garment industry cluster's market transformation.

Concluding remarks

Changshu Garment City Management Committee supports and guides, and the market merchants are acutely grasped, making online live broadcasting a powerful weapon for "professional market + new retail". With the advent of the post live era and the normalization of operation, what does the professional market rely on to "chained" those who can sell goods at home? The answer is only two words: service. The experience and practice of Changshu clothing city tells us that the specialized market of textile and garment market is only to actively carry out professional services and constantly improve service capabilities and levels, so as to give full play to the unmatched advantages of platform agglomeration, smooth flow of information and advantages of rapid growth in the professional market, and continue to carry forward the functions and functions of the professional market in the post broadcast era.