Garment Industry Faces Big "Shuffle"

3-5 years later, China will emerge with a large number of new developments.

In 5 years, the so-called "brand names" and "big names" will be replaced by new brands.

The industry will face a big "shuffle".

Commercial real estate will open the door to shops that attract customers' capacity, and will also rely on the brand with Super Sticky power and even change the way of cooperation.

In the rapidly changing industry trend, how clothing brand should be changed in the wave of business development and win the opportunity? Trend 1: no innovation, no survival, and the future garment industry will become more entertaining. In the next 5 years, the boundaries of the industry will become more and more blurred. The rise of the store will break the original rules of the industry and replace the consumers who are divided according to the crowd.

Who can really interact with consumers can succeed.

"Eyeball effect" will become the ultimate marketing tool of clothing stores. The industry operation rules of clothing industry will become more and more entertaining; the fitting rooms in future stores will be used as artistic devices instead of functional areas.

The innovation of garment enterprises will become a new normal. Besides the innovation of goods themselves, the requirements for service innovation will be more extensive. The future clothing stores will not be a simple place to sell products. The era of brand marketing is not only selling products, but also telling stories and selling literature.

Question Problem what kind of clothing store will be more innovative in the future, and can successfully attract the public's attention? Countermeasure countermeasures across the border

Collection, technology application and IP integrated marketing are the core direction of innovation.

1 cross border mashup lifestyle center case: URBAN OUTFITTERS American youth clothing chain brand Urban Outfitters New York Manhattan flagship store occupies 5300 square meters, with "lifestyle center" (lifestyle center) as a new concept.

In addition to clothing display, there are cafes, beauty salons, black vinyl recordings, beauty shops and all kinds of unusual things, such as "Lensometer" that can automatically read glasses.

2 more technology used in retail sales links: Me-Ality fitting room using 3D laser scanning method, in just 10 seconds, the customer size, and the data displayed on the computer screen, help customers according to the data, it is easy to find the most suitable size of their own clothes.

Case: UNIQLO's "fitting mirror" UNIQLO launched the magic mirror using body recognition system and semi reflective screen technology, so that consumers try to wear clothes at the same time, if you want to try different colors, you only need to easily choose, the color of your clothes will automatically change.

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3 retail IP culture implantation case: Winnie the Teenie Weenie of the clothing and love group made the clothing brand IP Weenie's own brand, Winnie the bear, "Teenie Weenie". With the unique bear family story as the background, it launched a beautiful color, fashionable and romantic casual dress, which is loved by the younger generation.

Not only that, clothing and love also around the "TeenieWeenie" IP launched life hall, cafe and other formats.

Case: UNIQLO and big heat IP cooperation marketing UNIQLO began in 2009 with Disney cooperation.

In 2016, with the great expectations of Disney Park, UNIQLO launched the theme of "dream come true" with 7 major themes this year.

Clothing brands, on the one hand, have gained additional brand value and expanded sales through cooperation with IP.

On the other hand, IP has been able to extend its influence by licensing its brand to various industries.

Trend 2: after the big reshuffle of the garment industry, 5 will replace the big brands and famous brands in 3-5 years. China will rise a large number of new brands, which are different from the industrial clusters in the coastal areas 20 years ago.

The distribution of brands in this round is not obvious because they are all brand dealers rising from retailers.

5 years later, the so-called "brand", "big name" and "luxury" will be replaced by new brands.

With the growing maturity of consumers, the flat dissemination of information has brought the "shuffle" of the apparel industry as a whole, and mass brands and large and full commercial formats will be replaced by new brands.

Question Problem emerging brands emerge in large numbers, how to make your brand stand out and quickly let 5000 shopping centers in the country know well? Countermeasure countermeasures to achieve multi-channel promotion online and offline, and enhance brand penetration.

However, the multi-channel promotion of new brands is also facing these practical problems: (1) at present, there are many commercial projects in the country, but the new brands can not find the intention development projects efficiently; secondly, the traditional marketing promotion methods have been unable to meet the needs of the contemporary brand communication.

In view of the above 4 major difficulties, how can new brands take advantage of the situation to rapidly enhance the visibility of the industry? Winning the development and helping the brand to win the development of efficient and accurate push for commercial projects is the latest and comprehensive on-line win win business, providing three to one intelligent big data products for brand branding, project matching and professional learning.

In the rapid promotion of brand, win win development is based on win win business, online and offline, and multi-channel promotion. Combined with online brand special planning and marketing, and offline industry activities, it will promote brand communication penetration and industry popularity rapidly.

Trend 3: traffic and data will become the most valuable resources of clothing brands. Accurate user analysis data will become the most valuable resources of clothing enterprises. The method of dividing consumers by gender, age, occupation, income and other factors will be completely invalid, and truly differentiate people from generation to generation.

Commercial real estate will open the door to shops with strong customer capacity, and commercial real estate will in turn depend on the brand with Super Sticky power and even change the way of cooperation.

Question Problem how can apparel brands use the big data to dig deep into the consumer group and greatly enhance the efficiency of development? Countermeasure countermeasures: accurate positioning of customers, accurate matching of project development.

The use of big data in clothing brands is reflected in two aspects: one is the precise positioning of consumers; the two is the precise matching of brand development.

In the Internet era, through the analysis of fans' browsing data, online trial data, purchase data, interactive data, as well as customer unit price, joint rate, exchange rate and other analysis, we can timely and accurately understand customer needs, give customers the most matching products and services, and brands can get more comprehensive data.

In expanding site selection, big data tools can achieve precise matching between projects and brands, and match suitable investment and adjustment projects according to brand expansion needs and property requirements, so as to improve the development efficiency.

Win win development intelligent matching is suitable for projects, greatly improving the development efficiency. Intelligent matching is one of the important applications of win win development. According to brand expansion needs and property requirements, the most suitable investment and adjustment projects (including project investment demand and contact mode) are matched in the win business network 40 thousand project library, matching and screening projects accurately, so as to greatly enhance the efficiency of brand development.