The Clothing Industry In 2019 Is Worth Considering.

What is the hottest part of clothing industry in 2019?

Perhaps there will be a long series of incidents in your mind: China Lining embarked on fashion week, Li Jiaqi, live broadcast blaze, Forever 21 declared bankruptcy, UNIQLO joint KAWS series three seconds rob, La Natsu Bell closed 2400 stores, Fu Fu bird went bankrupt...

2020, the emergence of "new retail", the rise of "Z generation" and the opportunities brought by 5G technology have come. The clothing industry is constantly making new breakthroughs. What trends will the garment industry change in the new year? In this regard, Ge Wu has his own interpretation:

　 New users bring new consumption forms

China has gradually become one of the largest apparel consumer markets in the world. After 95 and 00, consumption capacity has increased rapidly, and it has become the main force and leader of consumption. This generation is also known as the "Z generation", and a new consumer group.

Parents of Z generation have higher education level and income level. They grew up in an excellent family environment, so they dare to spend money. In terms of consumption, Z generation has different ideas:

First, consumption has more social attributes. They like to buy goods through social media such as little red books, and if they are good at using them, they will actively recommend them to friends and family. Therefore, they have strong social desire, high willingness to share, and strong brand communication ability.

Two is willing to pay for people. Z generation contact, casual clothes, shoes, are conveying a message to the people around me: what kind of person am I? "AJ is not a shoe, it is a business card for young people of Z generation". It itself has the connotation of tidal current and cultural value.

The three is to spend money on the mood. Pay great attention to the current experience, sometimes like it, regardless of the price level will pay the bill!

Consumer groups turn to be younger and individualized, providing good opportunities for the transformation and upgrading of garment enterprises.

In 2020, the brand should accurately grasp the consumption preferences and needs of the Z generation, and create a social consumption mode based on interactive scenarios and brand characteristics.

　 Sinking market has huge consumption potential.

The sinking market refers to the market in cities, counties and rural areas below three lines. The consumption and consumption power of the existing second tier cities has been saturated. It is hard to see explosive growth without strong stimulation.

In the next few years, the customers of three and three cities will be the main targets of the big platforms.

The sinking market has huge consumption potential and capabilities:

First, compared with the youths of the second tier cities, the town youth have lower living costs, less pressure and higher disposable income, and they will release greater consumption potential as the per capita income level continues to rise.

Two, the popularity of the Internet has brought about changes in consumer attitudes and behaviors. Online resource types are diverse and rich in content, prompting town youth to keep up with big cities and willing to spend money on products that enhance the quality of life.

Three, the payment method is constantly innovating, and the e-commerce platform has matured, expanding the shopping channel, and developing the online and offline consumption.

As a typical group of "having money, leisure and pursuits", the town life has gradually become a new force for clothing brands.

　　 The trend of national tide

With the rapid development of China's economy, national cultural identity and cultural confidence, China's international status has been greatly enhanced, and it has more and more voice in the world. Against this background, the tide of the country rises rapidly.

Under the line, Lining, Bosideng, Ordos and other clothing brands enter the international fashion circle with "Chao brand". Online, Tmall's "national tide" came out of the the Imperial Palace lipstick, Tsingtao Brewery jacket, rabbit X smell, library joint perfume and so on, all refreshing, all sold online, and received a lot of attention.

From Gourmet drinks to clothing beauty, from movie TV to cultural creation, "national tide" is favored by young people. In 2020, it will continue to be one of the most interesting topics in China's consumer market.

Moreover, the Z generation consumer group itself has grown up in the era of reform and opening up, and has a strong sense of national identity. Chao chao brand is both fashionable and able to express its attitude. It also highlights the connotations of culture and the return of value. It hits their minds and will harvest more new generation consumer groups.

　　 Live with goods return to reason

If there is something different between the double 11 in 2019 and the previous years, that is, probably no girl has not heard Li Jiaqi's sentence: "all girls, three, two, one, buy it!"

On the double 11 night, there were nearly 100 thousand live broadcast rooms, and the number of live seeding heads represented by Li Jiaqi and Wei Ya was 36 million 820 thousand and 43 million 100 thousand respectively.

However, there are many disadvantages in the live broadcast of the goods, such as the direct selling price and the high return rate, the high bargaining power of the head anchors, the loss of goods by many businesses, and the fatigue of some users.

In 2020, 5G will bring the next short climax to the short video. The live broadcast will become normal. Everyone is the anchor and everyone can bring the goods. At the same time, people have no sense of freshness, impulse consumption will be less and less, so live goods will return to reason.

In the future, live goods will not continue to exist as an independent business form, but as a link in the brand value chain, and become a marketing contact to help consumers understand products and understand brands.

For businesses, back to the user side, to create quality and reasonable prices of products, good customer service is the root of all.

　　 Private domain traffic has significant effect.

What is private domain traffic? The private domain traffic is to build a pool for yourself, and establish direct relationships with those interested in you, so that users can be reached at any time and enhance user relationship.

In fact, all member systems are the basic form of private domain traffic. For the clothing industry, the core user is precipitated to its own traffic pool, in fact, it is to do user deep management. Focus on the old customers and encourage them to repeat purchases and fission through the membership system.

In recent years, China's rapid economic development has benefited from the huge demographic dividend. Before doing business, as long as we choose goods, we never worry about the problem of no one.

Now, due to the restriction of family planning, the number of young talents has been decreasing year by year, and the demographic dividend has vanished from the incremental market to the stock market. Therefore, under the premise of "less traffic, high traffic volume and false traffic", it is very important to establish the private domain traffic pool of the brand.

　　 The advantages of private domain traffic are:

First, cost savings. The common ways of obtaining private domain traffic include WeChat fans, small programs, public numbers, etc., which do not need to pay high fees or even completely free.

The two is the high conversion rate of sales. In the private sector traffic, most people are potential buyers and people who have already purchased.

　 The rise of IP power

In early June 2019, on the day of the joint launch of UNIQLO and KAWS, consumers rushed through the rolling shutter door, 100 meters rushed into the store, sold out for ten minutes, and the models showed that the clothes were being picked up, which is not crazy.

Apple mobile technology, sophisticated technology, the ultimate simplicity of design, humanized software and hardware use experience and so on have been recognized, regardless of men, women, old and young, abroad, the streets are almost everywhere.

These are the power of IP. Throughout the country, GREE's "quality", "natural" and "China Lining" of farmer's spring are well known.

IP can be a label, a brand gene, a selling point, or even a person. How can brands reach a wider population?

Create exclusive IP, touch up consumer groups, arouse consumers' emotional resonance, so as to pay for brands.

In 2020, building a valuable IP has brought huge rewards to the brand through a powerful flow entry, which has become a business strategy that can not be ignored.

　　 Channel nanocrystallization

In the past, the scale of the brand channel was large and the form was single, so it could no longer meet the needs of the market, and the nanomaterials of the channel would become a new form.

The channel nanoscale, simply speaking, is the distribution channel of commodities, which is diverting from a large shopping platform such as Yonghui and Tmall to a more small and diversified channel.

By the end of 2019, there were 4507 stores in Rui Xing, the largest coffee chain in China. Unlike Starbucks, Rui Xing has 4 kinds of stores in large trading areas, office buildings and communities, such as quick take shops, takeaway kitchen shops, excellent stores and flagship stores, which match different consumers' purchase needs.

In January 8th, Rui announced the intelligent unmanned retail strategy, and launched the "Rui buy" and "unmanned" sale of unmanned coffee machines, which will cover offices, schools, airports, stations, gas stations, expressway service areas and communities, and complement each other with the existing Rui Xing stores network. Rui Xing crazy shop, is to layout diversified channels, to contact more consumer groups.

The new round of consumption upgrading is more changeable, diverse and multidimensional. The change of the industry is a challenge and an opportunity. We will discuss these new trends with you further in 2020.

The future is coming, are you ready?