Transformation Of South Korea'S Clothing House: Data And Information Operation

Evolution of industry capacity

Speaking of the evolution of abilities, we can use arms to give examples, which will be easier to understand.

Traditional industries, such as rifles, can be used in a single pack, with low efficiency.

In addition to low loading efficiency, rifle always has some problems such as low accuracy, no continuous attack and so on.

Later, with the progress of technology, three branches emerged: submachine guns, sniper rifles and pistols.

The submachine gun brand is the fast fashion brand that has been introduced in the previous paragraph. Its speed is fast and its attack is wide.

The sniper rifle brand is targeted at the target customers, such as the blue bottle coffee for high-end coffee consumers, the pathfinder for outdoor sports enthusiasts, customized routes for personalized consumers.

The brand of the route and so on.

Sniper gun brand, the most important thing is to narrow the target group, and make great efforts in commodity differentiation.

As Li Shanyou said, in the industrial age, goods are known first and then have loyalty, so they must advertise.

Today is just the opposite. First, loyalty and popularity. Start with a few brain powder.

This is the core competence of the sniper gun brand, and its accuracy and crackdown are strong.

The characteristics of the pistol brand are simple and convenient, such as cotton elements, opened in the subway station, and consumers take away a standard product such as a pair of socks, underwear and so on.

Missiles, international famous brands, can not be done anyway, for the time being.

According to the above analogy, the demand for various models has been clearer. Then we should consider whether we need to adjust or adjust according to our own situation.

Two, business pformation ideas

Facing the severe industry situation, tradition

How should an enterprise choose? Is it to continue to stick to its own land, or to take the determination of a strong man to break his arm to pform?

If you choose to dig deep in your own field, but what if you go to your own field? Rifle brand will continue to exist in the future, but the share of sales will be squeezed less and less by new species.

If you choose to change, then the question is coming. How should we choose? Now it is not the rule of big fish to eat small fish. What will be the next rule?

Fast fish eat slow fish?

High frequency low frequency?

Precision is not accurate?

Social networking?

The entry type is not imported?

Ecotype vertical type?

...

.

Fast fish eat slow fish is mentioned above Zara strategy, high-frequency low frequency is similar to the concept of the pistol brand, precision is not accurate is sniper gun enterprise mode.

The latter three (social type, entry type, eco type) are more platform level strategy adjustment, so as not to drag the topic away, will not discuss.

Since the theme is "through ZARA, look at it."

Brand pformation opportunities.

Here we will focus on how to pform into a brand of submachine gun.

Can you start by copying simple modules and putting Zara modules one by one?

Let's take a look at the links between Zara modules.

actually

The implementation of each module needs to rely on other modules, such as:

1, if the planning department does not support the fast feedback system of market information, the efficiency of analysis and decision making is poor.

2 if there are no sales feedback and design guidelines in the decentralized design mode, designers will be aimless. Eventually, all designs have no core style and become a mess.

3 a strong style and a wide variety of commodity lines, if there is no large area display, there is no meaning at all.

4, fast feedback system of market information, if there is no efficient operation team support.

If the period from design to production is one year, the fast feedback system of market information is absolutely meaningless, and the effect is certainly not as good as the authoritative evaluation system that has been examined and approved repeatedly.

Therefore, if we take a module of Zara and move it to the enterprise, we can not only play a role but become a black sheep.

But if you want to learn all, what is it to joke about? Offline stores are already constrained enough. Even if you have acquired the N round of financing, the cash flow is very sufficient, but others have already taken a favorable position in the shopping mall. How are you going to enter the card successfully? Let alone build the required capacity and cost of production, canal, logistics and other modules.

The correct strategy is: we do not need to block Zara in traditional retail positions, and attack the enemy from the enemy's superior areas, obviously not by wise men.

If you change the front line to the Internet, the difficulty will be greatly reduced.

Therefore, let us refer to the online brand that has only been established for 8 years but is ready to go public.

Why is Korean clothing house easier to succeed?

1 first, online sales channels directly cover the whole country. Commodity inventory, new goods, replenishment and quick return (rapid replenishment) are well controlled under the strong supply chain support.

2 then, online platforms provide more flexible sales models, such as group buying and pre-sale.

In addition, the founder of Han Du can not understand clothing, but make full use of Tmall's great success. In Tmall's marketing rhythm as the main line of operation, Korea's operation strategy has not deviated from the characteristics of the garment industry, but has brought the characteristics of "fast", "Korean wind" and "fashion" to the extreme.

3 finally, the larger cost of online operation is logistics fees and rebates, which can be produced in operational performance and achieve the purpose of fighting for war.

Instead of selling offline brands, instead of selling them, they have to pay a lot of decoration and rental fees.

But there are differences between online and offline.

On the one hand: Online offline scenes and buying experience make it difficult to sell high-end and high priced goods online, so online brands are generally priced at low prices.

Offline brand online sales are also difficult to sell high-end prices, and has been supporting sales at a discount.

On the other hand, the high-end image of the brand is hard to sustain, and the elements that continuously support the high-end image of the brand are not only the brand genes and the merchandise design, but also the sales grade and the interior decoration.

To make up for this deficiency,

In the celebrity endorsement, it has enough money, and can not rely on scenes and commodities to support the image like Zara.

The above mentioned two main points are summarized as follows: the operation group system of Han Du is essentially the same as the Zara's de centralized designer team mode. They all have the ability to react quickly to the market.

But due to the lack of sales scenarios and buying experience on line, ROK must accept lower prices, and at the same time, it will cost more on celebrity endorsements.

Now let's talk about two core elements, commodity strategy and information feedback system.

1 commodity strategy

In the various activities of online brand and online sales, the new and big promotion will not be discussed here, because there must be little room to synchronize online and offline.

But in addition, there is room for the rest of the time.

The main force of the commodity must be a special contribution, which can avoid direct conflict with the offline commodities, and is flexible in adjusting prices and using activities.

How can we build a wide and shallow commodity system and control inventory well?

1) design + pre-sale + group buying mode.

The design drawings / samples are displayed on the Internet, allowing the buyers to pay the deposit in advance, and only after the quantity is set, can they be produced in the group production.

This pattern perfectly realizes the design pformation from B2C to C2B, though this mode has less production volume and little profit space.

But it can improve the frequency of communication between designers and customers, improve customer stickiness, and guide designers' subsequent design.

2) pre-sale + production mode.

How much is the pre-sale and then the number of products sold under the pre-sale quantity?

3) wide and shallow commodity combination.

On the one hand, we should increase the richness of commodities, and on the other hand, we will never get back to the shelves on the Internet and create the atmosphere of hunger marketing.

If online sales are hot, immediately return to sales under the single line, bring online users to offline, and create a combination of online and offline sales.

2 information system optimization and data operation

With the acceleration of the commercialization of the Internet.

Information plays an increasingly important role in business decision making.

Almost all enterprises now realize the importance of information.

Of course, I have been responsible for information technology and data operation in the clothing industry.

In the above cases, whether it is Zara or Han Du.

What we can see is flexible and effective business strategy. What we can not see is their perfect information system and data analysis and decision system.

For example, the use of data to achieve the decision of payment and selection, the use of data to achieve the management of the commodity life cycle, the use of data to determine the next expansion of the sub brand positioning, and so on.

OK, to the end, let's sum up the whole point of view:

Zara and

Such two excellent brands have many common reasons for their success.

However, the breakthrough point and the way of implementation are not the same.

1Zara takes "fast" as the theme, preferring to abandon the excellent sales follow-up opportunities, and maintain the new frequency and rhythm.

Two

The "fast" is reflected in the design + commodity + operation group system. The group is sales oriented, quick decision making and quick response.

3Zara, as a traditional brand, has built a strong brand moat online;

Then choose to learn from the online market.

Pattern, and in the women's clothing sales market success won't get a cup of soup.