Create Brand: Flow Is Not Only A Vane, But Also A Channel

"We do clothing, do brand have feelings, every day to catch up with the 'new', afraid that slow down a beat, change too fast." recently held in 2021 China clothing conference, a word of practitioners, told the current situation of the clothing industry.

From department stores to e-commerce, and then to live video, channel changes are accelerated under the driving of traffic; From manufacturing to customization, then to service, experience is the key word, subverting the logic of production. With the rapid integration of information technology, what changes will the clothing industry on the digital air outlet usher in?

Flow, keep up with channel vane

"We haven't finished on the little red book yet. Shuo Yin e-commerce has become popular again. Recently, we have the concept of" virtual fashion ". Xia Guoxin, chairman of clothing brand GELIS, said in his speech at the 2021 China fashion conference that keeping up with the flow has become the key to brand management.

Where the traffic is, the users are. For brands, traffic is not only a vane, but also a channel.

In the past, shopping malls "drained" and traditional stores gathered; Later, e-commerce "diversion", online platform became an important channel. According to Tianyan data, there are more than 5000 live e-commerce related enterprises nationwide, and more than 90% of them have been established within five years. Today, social platforms and live videos have become "gathering places" for users, especially young users. Brands should also keep up with the "rhythm".

To grasp the change of channels and adapt to the changes of channels, garment enterprises explore in practice.

"Do you have to be a model to shoot a blockbuster? There are more possibilities in the digital age," Xia Guoxin said, adding that Goliath has tried digital virtual images and the fashion release has also adopted a "virtual + reality" model. "We've added new product preview meetings for bloggers, turning traditional orders into live and experience," he said.

"The cooperation with Shuo Yin e-commerce was initially with a" try and see "mentality." Zhang Jiangping, chairman of taipingniao, told reporters that by seizing the direct broadcast outlet, the company's profits increased by 241% in the first half of the year compared with the same period last year, "really running.".

Zhou Shaoxiong, chairman of men's wear brand seven wolf, told reporters that with the penetration of digital technology and the construction of various commercial entities, online channels are being diverted. Seizing the trend and accelerating the integration of online and offline is the key to the future layout of enterprises.

Experience, from product to ecology

Clothing and home appliances, two seemingly different fields, are related to the word "experience".

"Experience economy requires creating personalized needs for everyone. To be an enterprise, don't dwell on your own products and industries." at the meeting, Zhang Ruimin, chairman of the board of directors and CEO of Haier Group, described the "cross-border" ecology brought about by "experience"——

Through the Internet of things and other technologies to connect data organically, clothing enterprises can create ecology together with enterprises in home appliances and even more fields, providing users with solutions for washing, protecting, storing, assembling, purchasing and even recycling clothes. Capturing the consumption demand for fabrics and colors from the washing data will also promote enterprise R & D and innovation. In his opinion, the future direction of many fields is to combine products with more products and services to form scenarios that users need.

Products in the production line to know who to sell, sell to where, known as "no warehousing.". "Non warehousing rate" has become a new indicator of the current clothing industry.

From "inventory rate" to "non warehousing rate", the change of index reflects the change of production logic in garment industry.

This is the transition from mass production to personalized customization. Gao Min, President of Hanbo, a clothing manufacturing enterprise, believes that the "mismatch" of resources and information is an important aspect for fabric suppliers, accessories suppliers and manufacturers to face inventory pressure. A few years ago, Hanbo tried to digitize its production capacity, to "label" every garment and fabric. Through the digital promotion of each point, it realized information transparency, matched orders for factories, and enabled brands and designers to find accurate supply chain support.

By importing consumption data to capture potential demand, design and research, more and more brands focus on user personalized experience. Manufacturers infiltrate into the industrial ecology from a single link, brand merchants extend from products to services, and innovate constantly around "experience".

"The digital transformation of industry is driven by the integration of several technology groups, and the real-time flow of data forms a new manufacturing and service system with all factors, whole industry chain and full value chain coordination." Chen Dapeng, President of China Garment Association, said that the full link digital capability of enterprises has become the core driving force for winning and future development.

Culture, the foundation of brand development

"For more than 30 years, we have been thinking about how to make a brand lasting and deeply rooted in the hearts of the people." Zhou Shaoxiong said that integrating into the cultural accumulation and forming the brand style is an important skill that needs to be cultivated in the long-term development.

Clothing is the fusion of technology and art. With the increasingly rich material and cultural needs and consumption capacity, people expect more industrial expressions that highlight cultural heritage, life philosophy and aesthetic value on top of commodities.

"If we lose the expression of fashion, then the brand will certainly be aging." "to be an enterprise, we should have long-term doctrine, and the core is two points, one is cultural power, the other is digital intelligence"... To make a brand, we should have products, culture and feelings, which is the common understanding of many practitioners.

It is more sustainable and environmentally friendly, and more and more integrated into practitioners' cognition and brand culture.

Chen Dapeng believes that sustainable development has become an important yardstick to measure industrial economic activities. To be a warm enterprise is the choice and practice of more and more brands.

"The clothing industry is forming an industrial ecology of green design, green production, green marketing and green consumption." Sun Ruizhe, President of China Textile Industry Federation, said that the China Textile Industry Federation should systematically promote the green transformation of products in the whole life cycle, promote the innovation of green technology, improve the green standard system, and cultivate the sustainable growth ability of the industry.