How Can A Traditional Clothing Brand Kill Itself In The Great Purge?

"Impossible."

They are all born after 90s. They will not live after 80 days. They will not consume after 70, but will they die after 60? "This is the question of Xia Hua, chairman of Yiwen group, at the 2015 business leaders meeting.

Indeed, when we talk about the pformation of enterprises from the perspective of consumption upgrading, enterprises do not seem to be able to turn around.

How can a brand kill itself in the big purge or is it a wreck?

Shi Zhangqiang: how does the clothing brand stick to users with O2O+?

Traditional retail business rules are constantly being changed. In the mobile Internet era, the growth of scene traffic leads to fragmentation and stereoscopic consumption flow entry, coupled with the evolution of consumption upgrading and consumption main groups. Single or isolated commercial retail channels have been unable to meet diversified consumption, especially in the clothing industry.

Three major predicament of mobile brand under mobile Internet?

In the past two years, traditional stores and clothing stores are facing a decline in passenger traffic and even closing stores. Most department stores have seen a sharp decline in revenues and net profits, involving apparel brands, slowing sales and even slow sales. Many brands have been killed in the following tables:

In addition to the impact of the consumer revolution, these clothing brands themselves are full of problems.

Adhere to the situation, do not ask for demand.

Xia Hua, chairman of the Italy group, found many entrepreneurs asking her the same question at the beginning of this year. How many years did they pride themselves on many big companies in Europe? But today they suddenly find that they are facing a crisis and their products are not selling well. They have been looking for the reason for this market.

In fact, they should look for their own reasons.

before

When shopping, it takes place in specific space and time. It is necessary to create various scenes in shopping places to trigger demand.

But now because of the Internet and the emergence of mobile Internet technology, shopping is becoming more and more simple and smooth.

Because there is no obstacle, or even people neglect its form, we are ushering in a great change of shopping era, a brand new shopping era, it is not confined to specific situations, but permeated in every fragmented scene, such as subway, sports, work, social networking and so on.

If you still limit your vision to your grid, your scene creation will be a road of destruction.

Fight against each other and do not seek unity.

The best producers in China, the largest consumer market in China, the most famous clothing brand in China?

The biggest problem with Chinese clothing brands is "never really joint".

In the past, every brand of Chinese clothing appeared in its own unique way. Now the best era of commercial retailing is over. China's manufacturing needs people to join together.

Biella, a foreign town in Italy, has brought together a large number of Italy's raw materials business, facilitated the integration of upstream and downstream garments, and has produced many international clothing brands such as ErmenegildoZenga, Cerruti 1881, LoroPiana, FILA and so on.

The value chain has not been completely established, and the isolated ring and ring breaking are serious.

The current value chain structure of our clothing industry is that the value chain is short, with many broken rings and isolated rings.

Among them, the brand fission cost in garment design and brand operation is too high to form a healthy competition situation of free circulation, which has always been a major factor in the competitiveness of China's garment industry.

As shown in the figure:

There are 6 core links in the picture, namely, the core links of spinning fabric, garment manufacturing, clothing design, brand operation, regional distribution, retail monopoly operation and so on. They are divided into several links, which are linked by layers, but do not form corresponding industrial closed-loop.

The links on the value chain do not connect consumers and products, and the distracted consumers can gather together, giving full play to brand potential energy and reducing the loss of value chain.

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Three major decisions: horizontal, vertical, and ring to reshape the new O2O+ ecosystem of garment industry

The traditional clothing retailing industry is on the rocks. How can we change the status quo to help garment enterprises rebuild their brand Empire?

Just as Shi Zhangqiang, the senior brand marketing expert and Kun Kun founder, has been working for three years, the first domestic system professional guidance enterprise how to implement the practical method of O2O, "O2O+" said, after missing the era of Internet wind blowing the pig, I think we can no longer miss the pformation of o2o+'s enterprise pformation, from the horizontal industry relationship of the enterprise to the vertical industrial chain of the enterprise and then to the closed loop industrial circle of the enterprise.

Horizontal: new shopping era, upgrading control information to share trust.

We used less information and saw less temptation, so it is easier to meet the needs of a single brand. Besides, these brands will regularly make new payments, and they can also constantly meet our aesthetic needs.

But with the development of mobile Internet technology, more and more elements are coming into contact with us. Single entity stores and single design styles have been unable to meet the growing consumer demand of consumers. Therefore, we must break the inter shop mode and build a more extensive platform sale.

With the arrival of the new shopping era, the key to the competition of PC Internet lies in information. Therefore, traffic is the key and diversion is the most important.

But with the advent of the mobile Internet era, what we need to do is to fragment the consumer's experience with the fragmentation of the final action path, and to enhance the trust of consumers.

The following picture:

Vertical: O2O+F2C+ membership system, releasing value chain

The traditional clothing brand circulation path is: Factory - (Advertiser) - General Agent - City agent wholesaler - retailers - consumers, because the links are too many layers to increase the price, the product reaches the consumer's hand, often the price stays high.

Usually, the selling cost of this intermediate link accounts for 60-80%.

For example, a garment factory has a factory price of 100 yuan, and after the increase in the middle tier, it can become 1000 yuan for consumers.

And upstream suppliers and downstream agents and retailers do not form a joint, resulting in the value chain chain isolated loop, more closed loop, unable to connect customers.

The adoption of o2o+F2C mode is a mode that subverts the traditional supply chain pattern. That is, goods arrive directly from factories to consumers. This saves many links in the middle, and enables consumers to buy more favorable commodities and increase brand attractiveness. At the same time, with the innovation of Internet technology, consumers can have more contact consumption scenes in fragmentation and three-dimensional time.

Membership is a one-off consumption, which can enjoy membership discounts for a lifetime and enjoy a way of consumption that is involved in the distribution of profits. It is also the most popular way of attracting consumers and binding consumers in the apparel retail industry. Membership system follows the multiplication principle, which can make the consumption of consumers grow exponentially. o2o+F2C+ the combination of the whole industrial chain of the membership system, relying on the technological innovation of the mobile Internet, relies on the continuous expansion and convenience of the consumer carriers, so as to better the cost performance and better brand contacts, and to break the pain of consumers' consumption lag and excess consumption, and enhance the brand stickiness.

Ring: de centralization, linking, linking and linking, increasing consumption stickiness and forming industry closed loop.

We often say, we must seize the brand positioning of this industry, seize the mind of the consumer, the leading brand of the card industry. Establish the industry leading mark. Then, is the "centralization" that we advocate in the opposite way, trying to erase the "brand imprint"? Certainly not!

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Shi Zhangqiang believes that what we call "de centralization" is to let you break the brand barriers and focus on the longer term. If our traditional clothing retail industry is facing the danger of sunken ships in the face of being affected by electricity suppliers or other factors, we still stick to the retail position and insist on the "self centeredness". The sinking is only a matter of time.

But if we first give up our internal friction and choose to "go centralization", we should form a joint attitude to form a benign closed loop pattern of the whole retail garment industry, which is self growing and flowering, and then compete in this closed loop.

Such as Kun Kun Shi Zhang Qiang, the teacher used to use the market, customer service, sales of these three carriages to escort enterprises and brands, and ultimately form a benign industrial link closed loop.

The following picture:

Whether in the clothing industry or in other industries, in the face of the impact of new things on the industry, what we need to do is not panic and fearless internal friction. Instead, we need to embrace new knowledge, new ideas and new trends so as to survive in the O2O+ business revolution.

(Shi Zhangqiang, founder of Jin Kun, research fellow of the State Council Development Research Center, Secretary General of Shanghai brand special committee, and member of Shanghai municipal government brand experts.

Enterprise O2O+ is the latest masterpiece written by Shi Zhangqiang for three years. It is the first book in China to systematically guide enterprises how to implement O2O, and the ten new books in 2016.

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