Under The Epidemic Situation, How Can We Transform The Fashion Brand?

At present, the domestic new crown epidemic prevention and control war has gradually ended, including Wuhan and Hubei provinces and cities have resumed work and resumed production. Various governments have taken various measures to promote consumption, but the impact of the epidemic still spread to all walks of life, especially clothing Industry. Faced with the decline of passenger volume, demand decline and sales decline, many brands are struggling in the predicament, and some brands are actively transforming to minimize losses.

Decline in revenue growth slowed down, the epidemic Black Swan far-reaching impact

A few days ago, the men's clothing brand Li said in a business announcement that the sales volume of the brand in the first quarter of 2020 was 40% to 45% lower than that of the same period last year due to the outbreak of the new coronavirus epidemic. This situation may continue until the autumn and winter. In 2019, the company realized triple annual profits and maintained steady growth in the overall slowdown of the apparel industry.

The fast fashion group of Japan's fast fashion giant Uniqlo (UNIQLO) also announced today that it expects net profit in the 2020 fiscal year (up to August 2020) to decrease by 40% compared with the same period last year. The reason is that the new crown virus caused a sharp decline in profits and profits in Korea and greater China.

Leather enterprise Wanlima also said that the net profit loss in the first quarter exceeded 30 million yuan, which expanded compared with the same period last year.

For the textile and garment industry, the impact of the epidemic is also very obvious. Data show that from February 1, 2020 to March 17th, our country added 10 manufacturing and wholesale and retail enterprises of textile and clothing, while in the same period in 2019, this figure exceeded 210 thousand, down 50.9% compared with the same period last year.

Whether men's wear, women's wear or underwear, shoes and bags, revenue decline, growth slowed down in the first quarter of 2020 is the norm. Under the influence of the global epidemic, this unfavorable situation even continues to show signs. Under such circumstances, updating products, expanding channels, and actively transforming into brands are one of the ways to save themselves. E-commerce, live broadcast and small programs have also become a breakthrough point in brand development.

Join the business to play live broadcast, the transformation of men's clothing brand

In the field of live broadcast, the success of the "man's Wardrobe" Hai Lan's home has been widely praised. In April 3rd, the 5 major IP series of Hai Lan home were released in the form of live broadcast. Group president Zhou Lichen appeared in the studio and sent coupons and other benefits to consumers in the studio. By the end of the season, the total volume of live coverage reached 3 million, and the IP series's total channel sales exceeded 40 million.

In addition, Bruce Lee cooperation series as the focus of propaganda in the 5 major IP, did not accidentally trigger the trend of the screen. On the occasion of Bruce Lee's 80th anniversary birthday, the brand of Hai Lan's home and its joint cooperation enabled the once king of Kungfu to release its charm again, and also showed the spiritual integration between national brand and national hero.

In order to achieve better publicity effect, Hai Lan's home invites Zhang Weili, the world's top champion of UFC grass rank, to collaborate in this series. For consumers, it is not unusual for women to endorse men's wear products. The high fit between Zhang Weili and Bruce Lee's martial arts spirit in the octagonal cages is a topic worthy of discussion.

From brand marketing to live goods, this series of activities seamlessly link up the heat to a high point, and let Hai Lan's home successfully convert traffic into sales volume, achieving a win-win situation between profit and word of mouth.

The National Men's clothing brand seven wolves are also accelerating the digital transformation. In 2019, seven wolves used 15 days to synchronize small programs in 400 stores. In March this year, the wolf wolf applet ushered in a heavy guest, CEO Li Shujun. Within 1 hours, CEO and design director turned to the anchor, communicating with consumers through chat, lottery and gift giving. The total number of online interaction was over 130 thousand, and the number of live goods was over one million.

Today, the seven wolves are trying to cooperate with some anchors and layout new social channels through small programs and live broadcast. This way of investment is smaller and easier to update and change at any time. It helps to accelerate the transformation of the brand in the industry and achieve digital reform.

If in 2019, online and offline is the double carriages of brand development, then the 2020 epidemic will make online consumption a habit. For brands, seize the online development before they can be left behind by the market.