Although the "new normal", the slowdown in retail sales growth in China, but especially mobile Internet in China's development of the Internet become a core driver of growth in the retail industry. Digital display: 2010 PC end 99% of retail, mobile Internet only accounts for 1%, by 2014, PC-end retail share was better than 69%, mobile retail spending rose to 31%, by 2020, mobile retail spending to reverse the situation, 60% per cent of total spending to the Internet.
There is no doubt that apparel category has always been a major force in online shopping market. In 2012, the business impact on the garment industry and its retail channels, not just optimizing the industrial chain link, e-commerce has changed the consumption habits of the people to the garment industry and touches of the apparel industry to "net" upgrade. Follow traditional clothing businesses around digital to create new brands and product strategy.
How to use the Internet to build their brand and product strategy?, in our view can be divided into six key steps. They are: precision when development, exploration, interaction, integration, custom, flexible delivery online.
First of all, clothing companies insight into consumer demand, to product design is derived.
We'll look at traditional new product development do? usually enterprises limited, one-way analysis of user needs preliminary ideas, r r as such, follow-up of production, marketing, sales follow-up, in strict accordance with the inherent process. Internet product raised on how broken? basic idea of enterprise is responsible for the conception, development, promotion to sales, through sheer depth, two-way interaction with users to understand requirements, Enterprise according to the orders for delivery.
In recent years, all the chips surging, both equity raising was raised, are widely recognized by the venture capital industry. In the clothing industry, a garment from design to sampling, from marketing to sales last, needs a certain amount of money cost of inputs, and clothing must be put on the market before the mass production, have inventory to sell, guaranteed delivery time. But if the new garment market after sales, and could lead to massive hoarding of goods, directly to funding pressures. Raising so that investors can get capital appreciation in the shortest possible time, and can use the most flexible way to deal with cash-flow problems. Where permitted by law under such innovative ways to promote product innovation in the apparel industry.
Children clothing brand wood dental technology in Jingdong raised target within 1 day. Wooden target group orientation of the tooth is very clear, that is father busy and neglect of unaccompanied children aged 3-9. Set a topic is very tender-"separated powers", as well as brand new brand from the Internet Aika, Parker frontier set up, through the APP with smart positioning modules, the combination of smart wearable technology in infants and children. In promoting use of eminent persons recommended the promotion, quickly raising subscription 1 day to complete success.
Raised in addition to many fashion brands are based on data, completed the upgrade of the Internet turn. Cosmetics chain Sephora below the line by United States social platform marketing strategy cooperation Pinterest to quickly identify relevant category for last; ZARA fast fashion brands through data analysis to predict consumer tastes to compress turnaround time from design to sales; J.Crew online store personalized product mix and production according to customer number new number.
Secondly, the integration of online and offline can bring greater value for customers.
Traditional clothing enterprises, pure online brands team resources can be elusive, and store customers, accumulated experience and the convenience of location cannot play a role, channel lengthy system is also a headache. Relationships between brands and retailers is very subtle, and vigorously doing business down the traditional channels, not forced to do so. At this point, timelier O2O mode.
O2O core is to establish a sense of participation, and participation is the nature of the product and consumer, can resonate and interaction so as to develop a sense of belonging and identity. Any brand in the mobile Internet era Institute of new media, social marketing, to learn through a variety of marketing and the influence of social networks to build a brand and consumer scenarios resonate, so as to achieve acceptance and love. Clothing business you need, a minor cut to the user location and beauty, quality, design, three factors to achieve price brands of precipitation and accumulation, through a series of interactive mobile Internet to let consumers know about the brand more and more cohesive.
Typical O2O mode is offline push each other. UNIQLO is a typical customer on-demand clothing supermarket, O2O offline push each other. Offline online experience coupons, customers purchase download APP order discounts, and online and offline consumer exclusive coupons for customers to store experience products. To do so, through coupons can be ready for an activity, but also develop customer and offline interactive consumer awareness.
Finally, rapidly build flexible supply chain, and flexible delivery.
When clothing companies are no longer just butt agents and channels, but butt real consumers, they can review their products if consumers really like. You must learn the entire value chain integration, like Dell computer to subvert the traditional notebook industry chain-like, first-time orders for consumer feedback, put an end to the inventory.
Clothing sector "lead time" says traditional Chinese garment enterprise is 180 days in the United States, the fastest can do 100 days, a piece of clothing, from design to sales, take 100 days. 12 days ZARA can do, this is the garment industry "lead time" to optimize the arrangement of, hot styles to replace the design of consumer validation, has been blasting design of micro innovation, and provide a variety of time-saving way to optimize, compress each link. The use of the Internet throughout the manufacturing process, establish a personalization and digital modes of production, promote the manufacturing division and reorganization of the chain. Both in terms of cost or design greatly reduces the fixed risk probability models sold, also reduces the probability of the stock.
Red collar has successfully developed standardized RCMTM personalized clothing flexible production systems. Customers can order their RCMTM platform to suit. This system provides for bespoke suits made in every detail, customers simply click of a mouse to select fabrics, styles and make personalized requirements. When customers will be 19-dimensions of input to the pattern library, a unique personalized suit version is automatically generated. Zhou hongyi subversion of the pioneering first
Of course, these three trends outside the hotspot, interaction and social marketing, interface upgrades the experience of mobile terminal products are garment enterprises to explore the key nodes. If garment enterprises to continuously maintain a keen insight and a strong learning ability, will be in the mobile Internet wave with ease.
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