How To Break Through Consciousness And Choice Becomes The Key To Pformation Of Garment Retailing Industry

In recent years, the traditional clothing industry is not popular in the market. The garment industry will face this pformation. But how to break the bottleneck of pformation has become the focus of business.

"It's not the tradition, but your business can't keep up with the times."

If you don't stand out in the process of change, don't wait for the market to divide up your cake! "

When GDP comes out, we lament that the growth rate of GDP has dropped again. Although the gross domestic product is improving as a whole, it will still hear the tradition.

Industry (represented by textile and garment industry) crying out that old banks do not make money!

Major business losses were serious, net profit fell sharply last year.

Although the pformation and upgrading is very loud, the market has been waiting for the pformation results of this industry.

However, not all retail brands are crying out for money. We can still see significant growth in some enterprises, such as fuanna, AOKANG, cross border links, which are expected to grow significantly in 2015.

In 2015, after preliminary calculation, the GDP of 676708 yuan in the whole year increased by 6.9%. compared with the previous year, of which third industries accounted for the largest proportion of GDP, the third industry accounted for 50.5% of GDP, 2.4 percentage points higher than the previous year, the first time to break through 50%.

Under the structural adjustment and institutional reform, the annual value added of the third industry increased by 8.3% over the previous year, and the growth rate was 2.3 percentage points faster than that of the second industry. Even in the case of slower growth, the growth of consumption is further enhanced. The annual contribution rate of final consumption to economic growth is 66.4%, which is 15.4 percentage points higher than that of the previous year. It can be seen that consumption ability is not affected by the slowdown of GDP growth in a certain extent, and the consumption power of the market is also being further exploited.

On the other hand, the growth of residents' income is faster than economic growth. The annual per capita disposable income of the whole country is 21966 yuan, an increase of 7.4% over the previous year (after deducting the price factor), which is faster than the GDP growth rate by 0.5 percentage points.

So the problem is coming. In the gradual increase of consumption ability, we see that most of the traditional enterprises still have a decline in their performance. The profit growth of the main business is not obvious, or even net profit and loss. Where have all the profits gone?

What do you mean?

According to AI's latest data, the e-commerce market segmentation industry structure is basically stable, compared with the e-commerce of small and medium-sized enterprises in the past year. The online shopping market in China increased by 3 trillion and 800 billion yuan. In 2015, the scale of China's online shopping market is 3 trillion and 800 billion yuan. In the future, there is still a lot of room for growth. It is expected that in 2018, it can reach 7 trillion and 500 billion yuan. The scale of pactions in the.B2C market is 2 trillion yuan, which accounts for 52.2%. in the total scale of China's online shopping market. With the increase in demand for high quality products from consumers, the growth rate of B2C online shopping market is 58.3%, far exceeding the growth rate of 12.6% of the C2C market in terms of the growth rate of 21.2%.. The growth rate of the online shopping market in 2015 is 3 trillion and 800 billion yuan. We look at the largest e-commerce market in China, which has the largest relationship with the Internet and consumer sectors. In 2015, the scale of e-commerce pactions in China reached 16 trillion and 200 billion, an increase of 21.2%., and 37.2% of the strong growth of online shopping.

In fact, the market demand has always been there, and the Internet is the cake of interest under the dividing line.

And the Internet has not created any demand at all. The ways and means of the Internet are catering to consumers' shopping habits and at the same time stimulating consumers' desire for consumption.

The demand is there, but you don't see it.

Those customers who recognized your brand in the past may have been your loyal fans. However, under the Internet economy and the demand side stimulating supply side advocated by the supply side, instead of the concept of supply driven demand, higher requirements for product quality, excess capacity and upgrading of manufacturing industry are required.

If you stick to the original product business and really get the favor of the new generation of consumer groups, it will depend on whether your product system and layout can go smoothly.

But is it just the opening of e-commerce that caters to the tide of Internet?

Ma Yun once said at the March 2015 IT leaders summit that "if traditional enterprises do not live with the Internet, they will soon live."

So traditional enterprises began to open e-commerce and sell on the Internet.

However, for the product without any innovation and upgrading, it will only be a lot of channels to sell from offline to online. In the final analysis, the product will be sold. Today's consumers will not buy your product because of your cable access. Consumers will have their own judgement on product quality, personalized differentiation characteristics and self needs. So, ultimately, is it still necessary for you to sell the new generation of consumer groups?

For example, the famous outdoor brand Pathfinder 2015 performance report shows that although e-commerce accounts for 27% of the total main outdoor business, the net profit in the 2015 fiscal year has decreased at a rate of 10%.

Traditional business main business performance growth is weak, in the end, where is the problem?!

We suggest that traditional enterprises should make preparations:

The main business is not enough. It is your consciousness that has gone wrong.

In the wave of Internet impact, Langer took the lead in leading fashion into the "Pan fashion ecosystem".

"Pan fashion", also known as "big fashion", is a product diversification concept which is different from traditional fashion industry, and is a derivative field of traditional fashion culture industry.

Pan fashion is committed to creating a three dimensional fashion retail ecosystem in the field of fashion industry, fashion lifestyle and multiple dimensions.

The advocacy of this concept is to cater to the wave of individualized demand of the current 8090 consumers, and to return to the characteristics of individuation and scene.

The "big sports ecology circle" creates a multi service sports outdoor service.

As people's enthusiasm for sports is gradually warming up, the sports industry is also advocating the "big sports ecosystem" to create an outdoor industrial ecosystem, which includes venues, sports investment, sports services and so on.

Along with the concept of "outdoor", it is not the mountaineering or skiing that we used to understand. With the popularity of the concept of light sport, the concept of "Outdoors" has been developed in the outdoor area. That is, any 8090 outdoor sports concepts such as roller skating, skateboarding, bicycling, equestrian and so on, are different from traditional outdoor sports such as mountaineering and skiing, which are dangerous to explore.

Outdoors is another way out of the more saturated outdoor sports market.

It is a move to cater to the mass market, popularized sports industry and popularized fashion.

The most prominent phenomenon of outdoor skateboarding is the skateboarding in the US in 90s.

Brand Palace, Polar Skate Co. and OSiris are more prominent.

And simple and efficient outdoor brands such as running and bicycles, such as outdoor brands such as rh+, hind, spider, which have professional spirit and influence all over the world.

The concept of "light sports + fashion professional sports" is widely favored by the market.

Because of the extreme emphasis on technological innovation and professionality, professional sportswear makes it difficult for the masses to contact. The two industry has a higher entry threshold and three brand audiences are relatively limited. Therefore, in the fashion industry rising gradually in China, the concept of fashion movement is also embodied, and the concept of sports life scene is also reflected. It caters to the tastes and needs of the current 8090 consumers.

This is also an important trend of the fashion industry in the future.

The concept of sports is also widely understood. With the increasing pressure of people's work and life, we need to find a sports mode with reduced pressure and shorter time requirements and low technical requirements. The concept of "Light Sport" has gradually swept the globe.

Light sports category includes aerobics, yoga and dance.

Catering to market demand is a wise move.

According to the 2015 China Internet consumption trend report, China

The main force consists mainly of 70, 80 and 90.

Although 80% and 90% accounted for only 31% of the total population of the country, it contributed 55% of China's Internet users and 73% of China's online shopping population.

Therefore, in this way of Internet plus traditional fashion, it is wise to take the new thinking and new method to pay attention to the needs of the new generation of consumers and to adapt to the trend of the times and seize the trend.

Through Taobao big data, we can see that 708090 of the consumption characteristics: after 70, they are most keen on outdoor sports; 80% prefer online shopping, and 90% prefer light sports.

After 80 years of age as the main consumer group, the consumption concept has 70 family concepts, functional and personality needs.

Therefore, the market does not create new demand, but is the main consumer who we need to understand based on the market and understand the future.

The post-90s group has a higher degree of concern for the personality niche brands and the trend high-ranking brands. The personality niche trend reflects the desire of self individuality, and my desire to speak for myself.

Therefore, the independent personality and the trend of the high-ranking brands, we think, is indeed a potential growth market perspective.

To focus on and invest in the potential growth market in the future is the best way to win.

The 10 representative shopping malls in Shijiazhuang, Zhengzhou, Chengdu, etc. (data sources: Beijing Joy City, Sanlitun Taigu, Shanghai Heng Long, Shenzhen Jun Shang department store, Anyang Wanda Plaza, Anyang 360, Wangfujing department store, etc.) exclude the international luxury brands such as Chanel, LV, etc., and classify all brands into five categories: Korean and Korean brands, fashion sports, casual wear and other (such as underwear and sports brand). The statistics are as follows: leisure wear brands account for 38% of the market brand, followed by tide brand and tide shop, 23%. Fashion brands account for 21% of the brand. From our research in Beijing, Shanghai, Shenzhen,

It can be seen from the data that the traditional casual wear fashion brands are also gradually separated from Japan and Korea, which are gradually divided by almost 70% of the brands.

Tide cards cater to 8090 needs

With 8090 of the new strength, tide brand or tide shop, such as big mouth monkey, I.T, MLB and so on, has gradually won the market's favorite with fresh fashion elements, high-end and high-end market positioning, marketing promotion featuring fashion features, and avant-garde innovative products and quality products.

In an interview, the director of Lotte Department said, "the introduction of tide cards is not only to meet the new consumer groups, but also to make a breakthrough in the market of homogenization and serious fashion brands."

Baidu post 90 survey report also pointed out that consumption after 90 is not blind, their consumption concept is "consumption, only to pay for love".

In order to cater for the preferences of the post-90s, the major shopping malls are also beginning to introduce the tide card and pursue originality. And the mode of these non luxury prices is also based on the relatively mature and popular collection store mode in Europe and America, and it is worth trying.

In particular, the world's influential brands have not yet been developed in China, such as the godfather tide brand Vision Street Wear and the United States light sports and tide brand Osiris and Korea Chao Playmonsters.

The outdoor outdoor sports industry has great cake and strong market growth potential.

From the research data of China intelligence network, we can see that the development of the 2016 outdoor sports industry is mixed. A new generation of consumer demand is clear, consumption is gradually rational and the demand for personalized quality is improved. The brand image gradually develops towards light sports and light life.

The concept of outdoor and outdoor family will usher in a new development.

Two, the investment in outdoor sports market is hot. Driven by the convenience and efficiency of the Internet infrastructure, outdoor brands gradually turn to "outdoor" and "outdoor +", that is, outdoor + tourism, outdoor + fitness, outdoor + water sports and other new lifestyle.

With the concept of fitness

With the support of the traditional outdoor concept being broken, businessmen and brands are more unquestionable to compete for this growing cake with new ways of thinking, and seek new opportunities in the process of continuous innovation and innovation.

The extension of demand creates new business opportunities.

According to UTA observation, according to the analysis of major securities companies and market research, 2016 will be the new year of textile and garment industry mergers and acquisitions. Many investment institutions are optimistic about the merger and acquisition integration of the supply side of consumer goods.

Mergers and acquisitions will speed up the development trend.

Under the new normal economy, the driving force of the growth of consumer goods has gradually shifted from demand to subdivision, professional and innovative.

The merger and acquisition integration of B will bring about overall efficiency improvement and scale effect growth.

On the other hand, Lean Innovation and meticulous division of labor will bring more opportunities for industrial integration and restructure the value chain of industrial chain, and enhance market share.

Therefore, mergers and acquisitions and brand collection shops will be the focus of retail supply side.

The market is always there, and demand is there. Whether we can seize and cater to the needs and seize the new investment opportunities is also a challenge to consciousness and courage.

A letter to the traditional fashion retailing industry:

We sigh the cold winter and the decline of GDP, but look at the huge consumption potential of the market. We sigh for the difficulties of pformation and upgrading of the traditional enterprises under the tide of the Internet, but still follow the old routine. We are hungry for the financing of the emerging fashion brands, but we cannot afford to cut the already serious losses. We are watching a lot of investment opportunities in the trend area, but we are afraid to be the first to eat crabs.

Now the market does not, you do the first, the meat is delicious; now the market has, you have to do the unique differentiation, a new way.

Therefore, choice is more important than effort.