Weak Real Economy, Traditional Clothing Enterprises Will Test The Whole Channel Of Water?

Under the impact of the Internet age, the fashion retailing industry is facing challenges of varying degrees. The changing consumer and shopping patterns have led fashion retailers and retailers to quickly change their strategies, close thousands of brand entity stores, set up mall and mobile mall. Meanwhile, Internet Retailers have also set up offline experiential shops to enhance user experience and brand loyalty, so as to drive customers to interact online and offline.

Experts in the industry say that all garment enterprises must make full channels.

1, the spanformation of traditional retailers channels

Consumers' shopping habits change from physical stores to electricity suppliers, leading to big difficulties for department stores. J.C.Penney, a large US Department store, recently announced plans to close 7 stores as part of its annual audits. US Department Store giant Messi also announced that it will lay off 4800 people and close its 40 stores in the United States.

This is true abroad. In July of 2015, Wanda Department announced that it had closed or adjusted 45 stores, triggering the industry's concern about the "closing shop tide" of department stores. By the end of August 13th and 2015 of 2015, about 73 department stores in the country were closed down, many of which were foreign-funded enterprises such as Parkson, Marsha, Hua Tang, and Shang Tai.

The physical market is facing the choice of spanformation or closure.

Where is the spanformation going? It is a shortcut to cater to the general trend of the environment.

While deciding to close the store, J.C.Penney has already tried two modes: online shopping and online ordering store. Thanks to the importance of online and offline interactive consumption and a series of O2O layout, the contribution of J.C.Penney online sales is on the rise, and the total net loss is decreasing. According to J.C.Penney's 2016 development plan, the two models will be rolled out in all department stores next year.

2. Traditional clothing enterprises Transformation of all channels to win the victory

In the weak environment of the real economy, traditional clothing enterprises must find new outlets. Joined the electronic business platform, set up mobile e-commerce, and some even set up independent e-commerce sites. The whole channel of water trial has increased the profits of many enterprises.

CABBEEN President Wu Shaoqiang said that CABBEEN's total revenue increased by 23.5% in 2015, a large part of which was driven by e-commerce and CABBEEN's sales model became more abundant. It is understood that CABBEEN began selling Tmall, Jingdong, micro mall and CABBEEN official website in June 2015, and reported that CABBEEN's sales revenue was 133 million yuan, accounting for 9% of its total revenue.

Anta sports released results announcement soon also showed that Anta's sales revenue for the first time in 2015 broke tens of billions of yuan, profit growth of 20% to 2 billion 40 million yuan, of which from the sub brand FILA and e-commerce business growth is the fastest.

The UK's fast fashion brand New Look also released its three quarter earnings report for the fiscal year, showing that the group's revenue grew by 5.6% to 1 billion 175 million pounds in the three quarter ended December 26, 2015. Among them, the growth of its own e-commerce business grew by 34.7%, and the sales of the third party e-commerce platform grew by 32.7%.

Traditional clothing enterprises have obvious advantages in Internet layout, and they also face many problems. A traditional brand enterprise with a solid foundation is able to succeed in all channel marketing because of its good brand image and customer base.

The advantages and problems of Internet spanformation of traditional garment enterprises.

3, online brand landing real economic development of all channels

Internet retailers and Internet brands are limited by platform development, open offline stores and explore full channel marketing.

Fashion business dream bazaar, 10 years of clothing vertical e-commerce old brand. In July 2015, in Nanjing West Road, Shanghai, the first dream bazaar digital fast fashion experience shop opened. As a result, dream bazaar opened the way of full channel marketing. According to Xue Ming, director of marketing at Meng bazaar, in 2016, the dream bazaar plan will set up 10 multi brand collection stores and 30 single brand franchised stores in mainstream one and second tier cities. Dream bazaar is expanding its offline stores, and is also working with other brand clothing stores. The O2O mobile terminal digital screen will extend to these channels as a sales terminal. At present, three provinces in East China have reached cooperation with 580 terminal stores, and this number will double again soon. Dream bazaar proposed O2O cooperation system "clothing stores sell 10 times rent solution" to attract cooperation.

4, you need to know the strength of the whole channel.

The voice of the whole channel comes face to face. And achieving full channel marketing is not that easy. A number of e-commerce platforms, data can not be docking; collate the electricity supplier, mobile customers to guide customer data, all rely on manual; multi platform marketing activities, management difficulties and so on. The realization of the whole channel is either an additional amount of manpower or advanced information technology support.

Dream bazaar is a forerunner of information technology. It has independently developed IT technology achievements, clothing and electricity providers, the whole channel retail cloud management system -- morawan, according to the director of the IT of baomsa IT, the dream Bazar stable IT team has more than 160 people. Such a scale team, after 1 years of practical training, eventually built a convenient and efficient integrated management system. The system covers the full channel ERP, the full channel CRM, the full channel 020 scenario solution, the mobile micro distribution solution, the full channel warehouse allocation scheme, the independent e-commerce solution, and the solution for the apparel retail channel. No technical personnel immersed in the clothing industry can not understand in depth. Garment industry It is difficult to make a management system that is really suitable for the garment industry. Dream bazaar said, we focus on the clothing industry for 10 years, the mora cloud system only serves the clothing industry.

At the just concluded CHIC2016 spring exhibition, I feel the enthusiasm of clothing enterprises for "all channel construction". Whenever the mora cloud is preached, the small hall is always full.