The Epidemic Garment Industry Has Hatched Many New Consumption Scenarios.

On March 11th, the new crown pneumonia epidemic caused the apparel industry to face difficulties. Skech, a sports and leisure brand, told the billion power that after the outbreak (before March), more than 70% of the shops in Skech were closed shop, and some business shops also shortened the business hours according to the regulations, and adjusted the staff scheduling time according to the business hours and passenger flow. During this period, Skech sought to break through the overweight online business, and now 75% of the shops in the country have been reopened.

According to Cage's introduction, during the epidemic period, the brand develops online business by speeding up on-line smart retailing tools, expanding full channel retail mode, social marketing and video teaching.

Specifically, in terms of tools, Skech is speeding up the on-line plan of smart retail tools, and wants to communicate with consumers through online intelligent shopping guide, small program mall and other intelligent retail tools.

At the same time, the brand is also actively expanding the full channel retail mode, including Tmall, Jingdong, official website, WeChat circle of friends, etc., to increase cooperation and promotion efforts with the electronic business platform, and drain through online live sales, and increase heating by means of festivals (Valentine's day, Queen's day, etc.). It is understood that under the influence of the epidemic, Skech made corresponding adjustments to the discount activities of the electricity supplier channel, so that consumers can enjoy preferential product prices during this period.

In terms of social marketing, Skech has a group of fans. During the epidemic, Skech maintained stickiness with consumers through social marketing.

Not only that, but during this period, Skech made different home sports exercises for different consumer groups, and linked hip-hop dancers to create a street dance teaching course for young consumers. In collaboration with sports APP-KEEP, different home fitness classes were created for male consumers and female consumers. It is reported that Cage through the form of video teaching, in the WeChat public number, jitter and other social media to spread.

Skech said, "after the epidemic, many new consumer scenarios, products and services have been hatched in the Chinese market, which will bring greater opportunities for development. In the brand development strategy, we will also strengthen the brand has always advocated the concept of healthy life, and actively convey to consumers.

In terms of market strategy, Cage will continue to enrich product categories and increase investment and layout in smart retailing and social media marketing in the future to create immersive shopping experience and service experience for consumers.