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Four Angle 2015 traditional garment industry development trends

Published on:2015/1/27 9:22:39

Keyword:Clothing, market, women's, research, case
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Many people must remember journalists wrote in December 2013 the destruction or newborn of foresight - 2014 garment industry, in fact, this is also in micro letter, microblogging public and even other stolen copying all at sixes and sevens website reprint - but never signed up an article on the analysis of the apparel industry, this article in the garment industry, brand operation instruction in 2014 an article on the most important research, make a lot more master in this article as a template to preach everywhere, these are the facts.Believe in the apparel industry there weren't many people didn't see this article.
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At the end of 2014, the us will also usher in 2015.So in the end of 2014, what has happened in the garment industry did confirm the destruction of foresight - 2014 garment industry or new article comments the argument?Correct conclusion how many IQ, don't need to read this article people naturally got the message: in 2014, the garment industry, such as this article said.
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May be a lot of people don't want to understand what occurred in 2015, why they always struggle with garment industry will be in deep trouble.Just @ sexy marketing there are two posts on weibo, as the answer:
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Firstly, external cause: the source of domestic clothing dilemma 】 【 1, the weak economic environment.2, channel transfer of electricity consumption.The lack of internal cause: 1, the key competitiveness to establish the brand.Trap 2, comprehensive development of homogeneity.3, expand channels of extravagance and excess type.4, brand without soul.Conclusion: 1, the internal cause is the core of the dilemma, external cause is the plight of power.2, the existing thinking helpless in trouble.3, big reshuffle can not avoid.Traditional industry observation #
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Second: the "ladies' failures come?"Let go of all the brand in order to expand the domestic business, 100% return pattern, decoration items to send, rent subsidies, could not save the company.In such a market environment under the joining trader also dare to join?Women's crisis is not join policy problem, but the condition of extensive development model for many years accumulation of the explosion, there are a lot of women's clothing brands have failed.Someone asked, what are these illness?Answer: 1, research and development on the fortress, 2, product on imitation, 3, casual, in the development of 4, extensive management, 5, and set up on the pallet, 6, personnel on the backward, and 7, the lack of strategic, 8, tactical confusion, 9, conservative thinking, 10, the innovation on ordinary.
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Many people blamed the decline of the clothing industry on the impact of the electricity, I ask, this is not correct.Electric business impact is just the external cause, just change the customer's shopping path & ndash;Before this in the store to buy, now in the online store.But amplifies the sales at the same time, those in the physical channel force to coax cattle brand, still on electricity obtained the amazing sales performance, this was the case.That is to say, the root cause of the downturn in the clothing industry because of the garment industry's own internal cause.Clothing industry development over the years accumulated a variety of problems is a powder keg, electricity is only a spark, the two meet, finally set off the crisis of the powder keg clothing industry, finally can not control.
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Has a set of clothing brand close enough data to introduce the risk of the powder keg to what extent, also from @ sexy marketing weibo: "clothing brand closing data" in the first half of 2014, seven Wolf close shop 347, nine animal husbandry king closed shop 73, card slave di road closed shop 53, 46 sinoer put up the shutters.Giordano closed in the third quarter 74 retail stores, in the men's clothing of the listed company, seven Wolf put up the shutters.In 2013, seven Wolf closed 505 stores in total.Edgar closed shop 88, Esprit shop 38.Giordano closed shop 165.Traditional industry observation #
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And fujian and zhejiang region clothing enterprise brand go out of business, the boss lost run road, the powder keg is garment industry explosion of deadly killer.
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The powder keg can confirm, garment industry in 2015 explosion unceasingly, will continue to have a clothing brand go out of business, will continue to have clothing, lost in local tyrants run road.Powder keg is only a small range of 2014 to release the power of the explosion, the equivalent of a powder keg of garment industry in 2015 will make you more.
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So in 2015 and what are the development trend of garment industry worth to pay attention to?That is to say, the garment industry in 2015 will be in the channel, marketing, patterns, what kind of situation on electricity?The following will be expounded from the viewpoint of these.
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a, channel
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You know now is the age of the Internet, every one in the middle of the network, whether you like it or not, whether you admit having, Internet not only changed our life, also changed in the world, and changed the industry, we are engaged in business.
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For the apparel industry, the Internet has changed?Is the Internet what has brought the impact for the traditional garment industry?Once someone suspected electricity can really small, the results had come out.It is doubtful whether the Internet can also change the operations of the domestic garment industry, the results also came out, and when someone still debate around the great river north and south of the clothing wholesale market in China can also exist, the result is obvious.
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As electricity by trend change entity department while waiting for the retail industry, but also have to garment industry operation pattern may not reverse the change, which rely on wholesale channels, agents, and even joined the model will cease to exist.The problem, also in @ sexy marketing microblogging had discussed.
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It a: 1. All the intermediate links will become relics.2. The Internet technology to eliminate is the traditional channels of direct link rather than save.3. The technology is mature, as long as the law was established, and the credit system, the traditional channels of the intermediate links to be abandoned.
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Second: in the physical channel agent, distribution, hosts, joining, joint distribution model as the Internet, such as the further development of electricity and quit the historical stage, some people advocate electricity, simple friends take goods as so-called brand pattern is bullshit.Brand operation mode in the future one and only one, is directly (proprietary), agents, joined, hosting, distribution, joint methods such as will cease to exist.Theory of micro #
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Including retail department store, the intermediate links, the generation principle, joining, custody, distribution, pool, and so on clothing brands to quickly occupy the channel works will become relics.
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And domestic clothing brand now being problem is from the big wholesale distribution channels work to give priority to with proprietary operation pattern does not adapt, because of the domestic garment enterprises not really build up the brand as the key, the mechanism of operation model for retail operations management.Do is cutting the shopkeeper before then, through competitions and other one-time collect the money channel meeting marketing, and then send a steering down to go through the training from time to time.This easy extensive channel mode of operation, at present appears to have had a very big problem.
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Conclusion: to
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1, the intermediate links, such as wholesale, agents, joined, hosting, joint channel such as operation, will cease to exist;
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2, the brand competition will be based on proprietary retail for critical operation management ability.
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3, channels of brand building is to get rid of dependence and the only way to electric business platform dependencies.
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Second, marketing
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Channel operation, wholesale, agents, joined, hosting, pool, and so on is the traditional marketing as guidance.As I pointed out in the other articles, the traditional marketing is a niche market solutions, is the agent for investment promotion personnel department stores and franchisees cgu custody business owner's business model.Traditional marketing is this a handful of the boss to persuade to accept the brand, and cooperation.
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To persuade the boss, you may get the boss's channel resources, naturally, brand can tap into the local market.In order to persuade the boss, the brand effort make competitions, please master, star to create atmosphere, with huge bonuses with attractive policies to stimulate the bosses' pay.It is very clear, finally achieved the cooperation is not due to the influence of the brand itself, but a human.This is what I call the traditional marketing is the key to the human relations, this is why garments practitioners every day in the QQ group, the root cause of the micro letter group of exchange agent all kinds of resources: no customer resources, god horse marketing director also mix that the cow force.A month to find customers, local tyrants face is ugly, two months to find customers, local tyrants belle, three months to find customers, leave immediately.
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When channel role in weakening day by day, when the channel resource day by day be diluted, brand finally due to loss of channel, thus lost the customer, since always, domestic clothing brands are found no where consumers, consumers also don't understand A brand with B what's the difference between brands.This is the crisis of traditional marketing, this is a clothing brand crisis.
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That is to say, the brand is not in a relationship with consumers, the brand has not occurred with consumer links - brand agent only with the boss.This is the insufficiency of clothing brand experience in.Current clothing brand all problems will be caused the disadvantages of traditional marketing is not adapted to the age of the Internet.That is to say, the traditional marketing play that a set of already can not adapt to the needs of the age of the Internet, by human feelings with the practice of regional agents in a boss has been eliminated.
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How to do?Very simple.Let consumers find the brand and brand in a relationship with consumers, create links, which is a new task faced by the media marketing.Traditional clothing brand must be leaned forward to embrace the Internet, embrace of new media marketing, must carry out reform from the Internet.But now faces many misconceptions, some people think that in the circle of friends brush screen, in the public account push enterprises of all kinds of information, personal heroism of the local tyrants, and so on is the new media marketing.Either in weibo dabbled in various promotional information is a new media marketing activities, push.How make new media marketing?Recommend in @ sexy marketing microblogging download new media marketing theory on Lu Xiaozhou: electronic were studied.
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Conclusion: to
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1, the traditional marketing in the Internet age has lost its function.Use to convince a few & other;Human relations & throughout;Unable to persuade brand consumer groups;
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2, the brand must learn from the service niche - agent boss - to serve the public - consumer;
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3, brand must use new media marketing in a relationship with consumers, create links.
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Three, the model
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Since always, speak model is a very fashionable thing, also is the pet phrase of many people pack to force.For the apparel industry, can really understand the patterns of the two words, almost few and far between.They see wholesale agent as a kind of mode, they have joined as a model, even all the host associated as a pattern.What is the model?In short, mode is the overall solution.In the garment industry as a mainstream wholesale agents, managed pool, can't call it.Because this is not a whole solution.At best, just to have the goods and give the channels, which means, I often speak of the traditional marketing do is transfer the inventory of goods.
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At present, the Internet industry, electricity industry of master intervened traditional industries, including apparel, the guy doesn't even have flat wagon seen has actually become the savior of clothing industry, often to the life of the leather garment industry, are screaming to be subversive.So they are conjuring out their housekeeping skills with ancestral secret recipe: O2O, C2B, C2B2C, O2O + C2B derivative friends marketing model (the so-called agent, circle of friends to join, and so on pattern, actually or entities that a set of channels play) - friends marketing its essence is to use a new Internet bottled adopt the traditional marketing, don't know why there are so many brain damage.The abbreviation of the letters and Numbers, these new bottled variety became the master of leading to garment industry - as well as traditional industries -'s prescription.
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Without exception, these noisy, every possible way the one-sided concept, mode, all without success.Therefore, for the garment industry, there is no cure-all prescription spirits, also did not put all of the standard model.Remember I once in @ sexy marketing microblogging word: "no pattern, but the correct business logic" to see a lot of master summarizing all kinds of brand marketing and supply chain models such as fast fashion model electricity traditional pattern, and so on.But I want to be poured a pot of cold water: there is no such thing as a model, but the correct business logic.There is no such thing as a successful case, but did the right thing at the right time.Model dead dogma, innovation is the king.
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Therefore, for the garment industry, is not to find a unified model, but according to their respective brands itself to adapt to market development strategy.Those looking for success stories around the local tyrants, likely to be disappointed.
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Conclusion:
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Now all of the various patterns, is essentially?Careful analysis, you will find that, in fact or solve a problem: how is find consumers make brand, how to let consumers find brand.To put it bluntly, or solve the connection between the brand and consumer to relationship problems.Said in front of the traditional industries, including apparel, always didn't solve the problem, since now we suddenly discovered that, the original use of the Internet, mobile Internet can find consumers, for consumers to find brands, as a result, various concepts of various model arises at the historic moment.Of course, if you can solve the problem, despite the Internet can also solve the problem, why entanglements so what concept is what model?
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So, you will find that each master great god selling various concepts, patterns, there is no any mystery.
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Four, electric business,
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Today, already no longer need to discuss the importance of electricity as for the brand, this is a lot of people pay a painful price only a valuable conclusion.Of course, if electricity is the only solution, is overblown.If, today, is not rational, scientific, objective view of electricity with the relationship between the brand, that is not the kind of cognitive problems, but the IQ problems, it is out of place in the discussion of this paper.
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How about clothing brand is certainly know electricity?Remember in @ sexy marketing on weibo, there are a lot of this Angle, and in the Lu Xiaozhou: less electricity medicine inside also has compared with the system summary, you can find them and have a look.Why in the electrical business clothing brand impact annihilated?The reason is simple, is to serve the agent niche approach to run the mass consumer market, @ sexy marketing microblogging has discussed: the traditional brand marketing operation is preempted channel, with stores amount to decide the outcome.The fastest shortcut is type human philosophy in our country.So the network is the channel, the channel is the shop, the shop is the customer, the customer is the sales.The electricity is eliminated channels, stores amount is no longer a proof of brand strength.And use of a way to coax the agent to coax the Internet prick silk obviously doesn't work.This is the traditional brand by the truth of the trouble.
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Traditional channels of marketing is to grab, grab the agent of the following stores resources, preemption agents.And electricity is faced with hundreds of millions of netizens prick silk, you don't understand where these people?Don't know what they want to?What are they interested in?This is difficult.
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Electricity is popular market, in the face of hundreds of millions of large groups scattered in the network, that is a lot of traditional brands into the root cause of the electricity business does not adapt.
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How does the electricity to work?Are there any shortcuts?A brand can brush a single achievement?Answer is no.Clothing brands have to accept the fact that it is to the Internet, must embrace of new media, otherwise, no choice.Because only in this way can you find your customers, your customers can find you.But in this way can you achieve the cognitive education work of the brand.To put it bluntly, many brand shop, store or online store, did not realize brand education of the work.The essence of the problem in my store, is a system analysis, suggest to see.
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Believe @ sexy marketing weibo this sentence has a revelation to all of you: if your brand has achieved before the customers into the store customer education work, which has been approved by customers into stores before your brand, so, where is your shop open all isn't a problem.Whether online or offline, will change the customer to buy for your brand.Just not the same as what is the convenience of our customers to buy.The tangle of store layout all are brand cognitive education does not implement or only depending on the channel of the brand.
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Conclusion: to
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1, the electricity is a barrier, apparel industry must be turned over in the past, seasky, but go to, only to die.
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2, electrical business is a popular market, must take the Internet as the carrier, in new media marketing as a key for electrical operation.
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3, all kinds of problems, don't entanglements online to connect with consumer groups, realize the cognitive education work is the key.
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4, shop where is not important, in what form is not important, important is the brand must be in the hearts of consumers.& have spent

Keyword:Clothing, market, women's, research, case

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