The Advantages Of Internet O2O And The Trend Of Garment Industry In The Future

At a recent exchange meeting, the author asked a question: five years ago, business is good, or is it good business this year? A large number of people answered that five years ago, business was good.

The author also asked, "can you tell us whether business is good in five years or is it good for business this year?" the majority replied that it would be more difficult in five years.

It seems that everyone has considered the difficulties very well, but they can not predict their ability to cope with difficulties.

Everything is done before it is expected to be abandoned. Next, we will comb the 2014 of the garment industry to explore the future trend of the garment industry.

2014, runner and reformer.

In March 2014,

Lin Jiancheng, the former chairman of the group.

In July 2014, Ding Hui, chairman of the group, ran on foot.

In January 2014, notches were listed in Hongkong. At the end of April 2014, a famous clothing Training Institute in China launched the "go to odd learning retail". Ding Hui talked about the success of many garment industry counterparts. In June 2014, Ding Hui also appeared in the first financial Boss hall program, explaining to the audience what it means to fight repeatedly and fight again and again.

Perhaps Ding Hui ran away unexpectedly, but almost every year people ran on the road, how many stories behind the road? Private enterprises financing difficulties, bankruptcy, what did regulators do for private enterprises, and what to do on the prevention of running and risk control?

In January 2014, Semir announced the suspension of the acquisition of Ningbo zhe Mu Shang. In July, Semir acquired the early childhood education enterprise Rui Zhi group, and began to exert force from the children's clothing to the children's industry.

In June 2014, Kaiser shares announced that it would buy 100% stake in cool cow interaction, and the paction price was 750 million yuan. In December, Kaiser shares were suspended. It said the audit committee of the merger and reorganization of securities would review its purchase.

In July 2014, the company resumed its bid to announce the acquisition of the Huan Rui century. In September 11th, the company closed the reunion paction with the film and television company.

In August 2014, Busen shares announced the restructuring of Hong Wah's agriculture. After restructuring, Busen's major shareholders changed hands to control Hong Wah's agriculture and its controllers. In November, Busen shares announced the suspension of the restructuring of Hong Wah's agriculture.

In October 2014, the hundred round trousers industry announced that it was buying 1 billion 32 million global buyers, and the "100 billion round pants industry" said that the acquisition of global Tesco helps to create a three-dimensional Garment Retailing ecosystem with online and offline resource linkage, digital marketing and supply chain optimization, and domestic cross border collaboration.

The above clothing enterprises in 2014 all kinds of investment and acquisition news, do not exclude some of the poor performance of enterprises think speculation concept cash, do not exclude some enterprises lack of confidence in the main business, the hot concept of speculation, but there are enterprises through resource integration for performance breakthrough and enterprise pformation.

This reflects the fierce competition of garment industry in the background of moderate growth.

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Enhance experience and output lifestyle

In 2013, the United States began the experience store renovation project of "one city, one culture, one shop, one story". It has launched a number of furniture and local culture experience shops. Apart from the local culture card, it has also set up a recreation area, where books can be read, coffee and snacks eaten.

At the beginning of 2014, CABBEEN clothing also launched a terminal network integrating clothing, coffee and music, expanding the area of the leisure area in the shop by more than 10%, enhancing the store experience and attracting consumers.

The Cowboy brand JASONWOOD launched the "cowboy kitchen" to customize, modify, regenerate, and DIY the jeans. In addition, the shop also set up a cafe snack area, providing dozens of kinds of food including cat feces, spaghetti and Te Rami Sue cakes.

The clothing and love group opened a large store in Raffles square, Shanghai. Its fast fashion brand SPAO, cafe CafeLugo and steak cafeteria Ashley are popular among Shanghai consumers.

In the era of material abundance, people's demand for physical properties no longer ranked first. Buying clothes is not necessarily a lack of clothing. Similarly, they are not thirsty or sleepy enough to drink coffee.

Life sometimes needs to slow down and change to a state of mind.

In the past, consumers went to a store to shop and another shop to have afternoon tea. Now it is a way of life to shop and shop to consumers. Shopping and afternoon tea are the same thing. It is life itself. Shops are not only shops but also social or living places.

In 2014, both Internet companies and traditional enterprises are touting O2O.

XX enterprises cooperate with Ali to build O2O and XX brand to cooperate with Tencent Inc to create online and offline integrated shopping experience. Such news is not uncommon.

In recent years, the clothing industry has been attacked by the electricity supplier, all want to borrow the potential of the electricity supplier, but most of them do not have the team resources of the pure online brand, and the convenience of customers, experience and underground location can not play a role in the pure online brand. Besides, the traditional clothing industry is heavily loaded with long channel system. The relationship between the brand and retailers is very subtle. Vigorously doing business is slander traditional channels, and do not do it and see the fire coming to the door. The concept of O2O is just being fried by the media.

However, there are different ways to do O2O.

Play one, get the franchisee.

The urban beauty is mainly based on the alliance. It buys all the members of the online platform service. The sales performance of the online platform is allocated to the store according to the original registered stores of consumers (members), which relieves the franchisee from the worry of online and offline retailers competing for profits.

In this way, we can fully take care of offline stores and make online platforms a complement to physical stores, providing members with closed loop services under the online and offline businesses.

Play two, get guide shopping.

Ling Zhi Zhi Ying mainly, customers scan the two dimensional code of goods in the entity store, automatically jump to the online shop, and recommend the matching style, when the next purchase, scan guide purchase two-dimensional code, sweep code after recording purchase performance, and give customers a certain amount of preferential treatment.

The shop is a shopping guide consultant system, focusing on the training of shopping guide. It hopes to guide customers through the form of online interaction to recommend the collocation to customers, and even help customers achieve different scenes of clothing "private custom" to complete the service online and offline closed loop.

In doing so, every performance is related to the shopping guide, which strengthens the service consciousness of shopping guide and improves customer satisfaction.

Play three, online and offline push each other.

Excellent library is a typical customer self selection clothing supermarket. Its O2O is pushed offline under the same line.

Offline experience of issuing online coupons, buying customers to download APP orders to enjoy preferential treatment, while online and offline consumption exclusive coupons, allowing customers to experience goods in the physical store.

In this way, coupons can be used for activities, and customers' online and offline interactive consumption awareness can also be cultivated.

The question is, which is the strong O2O of O2O? The essence is to make full use of the advantages of online and offline to complement each other, and to meet the needs of customers in all aspects of online and offline purchase and service.

The strengths and weaknesses of each enterprise are not the same, which determines the way they practice O2O.

O2O is a kind of evolution of business, and can not be achieved overnight. Enterprises need to make corresponding adjustments in the supply chain, IT system and team building, so as to build O2O suitable for themselves. Now it is too early to judge which O2O is strong.

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Inefficiency will be defeated.

In 2014, many garment enterprises were sluggish in performance. There were many old leading enterprises such as the wedding bird, the card slave Road, the seven wolves, nine Mu Wang, Lining and Bosideng.

Rectify the reasons, most of them will be included in the rise of the electricity supplier. The fact is, but one thing that can not be evaded is that the highest return rate of the electricity supplier is also the clothing category. The clothing online shopping experience is not good. The actual body effect is not as good as the picture, the size is not suitable, the fabric is not as good as the imagination, and even has the stock odour or color, but why consumers are always keen on the consumption of the electricity supplier, believe that the price is cheap is an important reason.

Low prices have a lot to do with the organization of products.

The Amoy brand first looks for the proofing proofing trial sale, then looks for a factory under quantity production, simultaneously on-line promotes.

The traditional clothing brand business will open the order meeting half a year or 9 months ago, then send the order to the factory and the factory, and then send it to the provincial generation. The provincial department will send the goods to the retail store again. Some brands will have more links, and the price increase times of the circulation will increase, and the price will naturally be short of competitiveness.

In 2014, there was a popular word, dimensionality reduction.

Over the past few years, the performance of men's wear brands has declined significantly, among which the reason of retailers is ignored by many people.

All men's clothing retailers with a large scale are acting on several brands of men's clothing. They have accumulated a lot of excellent shop resources, high-quality consumers and rich experience in commodities. They have built self-contained men's wear brands in the collection shops they set up.

Self owned brands, well-known men's clothing brands with agents, share shops and passenger flow, and the style of goods is similar to the brand of agents. The source of goods directly cooperates with factories, bypassing brands, and the cost of purchasing goods is reduced by 100%~200%.

The total market of men's wear has not declined, but the number of retailers' self-employed brands has increased. The market share of old men's clothing has dropped naturally, especially the old men's clothing brand, which is located at the high-end price.

This is also the main reason for the growth of the flagship price competition.

Retailers' proprietary brands are similar to those of Amoy brands. They both destroy intermediate links and face consumers directly. This is "dimensionality reduction", forcing the traditional multi-channel approach to no cost performance.

Those who made the old men's wear brand and the old men's wear brand were also the same people.

Multi channel sales mode is the practice of many years ago. It can make use of channel resources to rapidly enlarge the brand influence, let the brand launch the market in a small way, solve the problems of shops, human resources and localized sales in the sales process, but the disadvantages are obvious. The price increase is high, the price performance ratio is reduced, and the terminal control is weak.

Retailers' proprietary brands and brand names are actually the evolution and evolution of business.

The rapid development of Internet and logistics network has greatly weakened the ability of traditional channels, directly returning the advantages of multi-level channels to the prototype.

Advise garment industry colleagues, do not keep their original advantages, that may have become a disadvantage and short board in other people's eyes.

A more efficient business model is bound to eliminate inefficient business models.

In 2014, poly America, Jingdong and Alibaba were listed in the United States. This is a milestone.