"Internet +" Clothing Enterprises Can Play Like This: 6 Key Steps To Win

Although in "

"China's retail sales are slowing down, but

In particular, the development of mobile Internet in China has become the core driving force for the growth of retail industry.

Figures show: in 2010, PC accounted for 99% of retail sales, while mobile Internet accounted for only 1%. By 2014, the retail share of PC terminal accounted for 69%, and mobile terminal retail consumption rose to 31%. In 2020, retail consumption of mobile terminals will be reversed, accounting for 60% of total Internet consumption.

Without doubt,

Category has always been the main force in the online shopping market.

From 2012 onwards,

The impact on the apparel industry and its retail terminal channels is not only to optimize the intermediate links of the industrial chain, but also to change the consumption habits of the clothing industry, and touches the pformation and upgrading of the "touches" in the garment industry.

What follows is the strategy of traditional clothing enterprises to create new brands and products around digitalization.

How can we use the Internet to build our brand and product strategy? In our view, it can be divided into six key steps.

They are: precision exploration, joint development, full time interaction, online integration, personalized customization and flexible delivery.

First of all, clothing enterprises must deeply understand the needs of consumers and deduce product design.

Let's first take a look at how to develop traditional products. Usually, enterprises produce initial ideas based on limited and one-way user needs analysis. R & D departments develop products according to this idea, follow up production, promotion and sales follow up, and strictly follow the inherent process of enterprises.

How to break up the Internet product crowd? The enterprise is responsible for conceiving the basic idea, and research and development, promotion to the sales link, through the in-depth and two-way interaction with the user to understand the demand, and finally the enterprise produces and delivers according to the order number.

In recent years, domestic public funding has been surging. Whether it is equity raising or product public funding, it has been widely recognized by venture capital circles.

In the clothing industry, a garment from design to proofing, from marketing to sales, requires a certain amount of capital cost, and clothing must be mass produced before it is put on the market.

However, if the new clothing is put on the market, sales will be blocked, and a large quantity of goods will be accumulated, which will bring financial pressure directly.

So that investors can get capital appreciation in the shortest time, and the initiator can deal with the problem of capital flow in the most flexible way.

Under the conditions of the law, this innovative way is more conducive to promoting product innovation in garment industry.

Children's smart clothing brand wooden tooth technology in Jingdong 1 days to raise the target.

The target group positioning of wood teeth is very clear, that is, the 3-9 year old child whose father is busy and neglected.

The topic is very tender - "the power of company", and the brand is set up by the new Internet brand aika and Parker blue. Through the APP and intelligent positioning module, it combines infant intelligent wearable technology with children's products.

At the same time, in the promotion of the use of relevant celebrities recommended promotion, soon formed a 1 day public chip subscription achievement.

Besides public funding, many fashion brands have completed the magnificent turn of Internet upgrades based on big data.

Sephora, a cosmetics chain store, has been working on the market strategy with the American social networking platform Pinterest to quickly identify the relevant categories.

Through the analysis of big data, consumers' tastes can be predicted to reduce the turnaround time from design to sale. J.Crew will shop online for personalized mix and match, and decide the quantity of new products according to the number of customers.

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Second, online and offline integration can bring greater customer value.

For traditional clothing enterprises, the team resources of pure online brand can not be met, and the convenience of customers, experience and underground location can not be played by the entity store. The long channel system is also a headache.

The relationship between brands and retailers is very subtle. Vigorously doing business is damaging traditional channels.

At this point,

The pattern coincides with the time.

The core of O2O is to establish a sense of participation. The essence of sense of participation is the resonance and interaction between products and consumers, resulting in a sense of belonging and identity.

Any brand must learn the socialization marketing of new media in the era of mobile Internet, and learn to build up the resonance between the brand and the consumer through various marketing and social networks' influence, so as to achieve recognition and love.

Clothing companies need to do this. We should cut the user orientation from small to beautiful, and achieve the brand's precipitation and accumulation through three factors, such as quality, design and price. Through a series of interaction of mobile Internet, consumers can get a better understanding of brand and more stickiness.

The typical O2O mode is pushing online and offline.

UNIQLO 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.

Finally, the flexible supply chain is quickly constructed to achieve flexible delivery.

When garment enterprises no longer blindly connect agents and channels, but docking real consumers, they can truly examine whether their products really like consumers.

To learn the integration of the whole industry chain, just like DELL computer subverts the traditional notebook computer industry chain, the first time is to understand the order feedback of consumers, and put an end to stock.

The clothing industry has a "lead time" said, Chinese traditional clothing enterprise is 180 days, in the United States, the fastest can do 100 days, that is, a piece of clothing, from design to sales, it takes 100 days.

And ZARA can do 12 days. This is actually a rearrangement of the leading time in the clothing industry. Instead of the design with the consumer's proven hot selling style, it carries out the micro innovation of the existing explosive design, and then provides a variety of ways to save time to optimize and compress the various links.

Using the Internet to penetrate the whole process of manufacturing, establish a personalized and digital production mode, and promote the division and reorganization of the manufacturing chain.

In this way, both the cost and the design greatly reduce the risk probability of the immovable pattern, and also reduce the probability of inventory.

The red collar has successfully developed a standardized reproduction of RCMTM personalized clothing flexible production system.

Customers can customize what they want through the RCMTM platform.

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In this system, every detail of customized suits is stipulated. Customers can select fabrics, styles and make some personalized requests with only a little mouse.

When the customer enters the 19 parts of the body into the version library, a unique personalized suit version will be automatically generated.

Of course, the above three trend hotspots, interactive and social marketing, mobile terminal product interface upgrade and so on, are the key nodes of clothing enterprises to explore the electricity supplier.

If the clothing companies can keep their keen insight and strong learning ability, they will be able to work well in the mobile Internet trend.