Electricity Supplier Attack: Changes In Traditional Clothing

In recent years, e-commerce has occupied the whole world. We are worried about it.

Instead of dividing the line, it is better to start thinking about how to link the development of the two.

When it comes to linkage between online and offline, people naturally think of a word, O2O.

O2O is another big wave in the tide of e-commerce. With the keen attention of Alipay, WeChat, logistics and other industry giants, it has become one of the hot words of the year.

Before,

It's just a new word that people are familiar with but not understanding. Now, it has been integrated into life, becoming a more and more indispensable element in the process of consumption.

Electricity supplier's attack, clothing industry reform

According to incomplete statistics, only the first half of 2013, Lining, China trends, 361 degrees, Anta, PEAK, XTEP 6 brands closed total number of stores to 2249.

The clothing industry's popularity has spread from sports brand and leisure brand to men's clothing and even women's clothing brand.

The results of the 12 end of 2013, announced by Esprit, and other brands, were 38 in Hua Guan store last year alone.

On the other hand, according to AI statistics, 2013

The total amount of shopping is 519 billion 500 million yuan.

In terms of clothing sales channels, shopping centers, franchised chains, department stores, supermarkets, exhibitions and wholesale markets have been hit by Internet sales. Beijing zoo, Wuhan Hanzheng Street, Shanghai Cheap Road and other important business circles are also quietly changing.

Behind the upgrading and pformation of these business circles, which have created the myth of creating wealth, the challenges and opportunities coexist.

Wang Zhuo, vice president of the China Apparel Association, believes that behind the sharp contrast between online and offline, what is obvious is the change in consumer behavior at present: online consumption has become a habit, and offline consumption has changed from pure consumption to interactive experience, including sharing entertainment and other factors, showing consumers' cognitive changes in online and offline retail habits.

In the process of running the professional market and e-commerce, some markets have been diligently exploring and innovating, and have coincidentally locked their eyes on the online online and offline linkage mode, and have chosen the O2O mode to combine the physical market with the Internet paction.

Murong, CEO of Sijiqing network technology company, said: "in the future, there will be great convergence between online and offline businesses. They are mutually supportive and complementary, rather than a non black and white relationship. Online products still come from physical production enterprises.

How to adapt to the business trend of online and offline convergence and how to build a solid sales channel on line and offline is the key.

For the clothing market, how to land O2O is a systematic project.

"Mobile" consumption has become the mainstream.

From APP mall to WeChat payment, from the taxi software suddenly to the fresh electricity supplier massive counterattack, in 2014, O2O has separated from the simple group buying concept, entered the public's vision, and launched a concept revolution in all walks of life.

And 2014 of the "double 12" Alipay red pack activities, at the end of the year once again to the O2O mode painted a heavy ink.

O2O will change the layout of the entire apparel retail industry, and the core of O2O is big data technology. Big data come from social networking sites, representing the true thoughts of netizens, reflecting their exact needs.

Therefore, for the clothing industry in the era of O2O, "consumers" are no longer a vague group, but a "whole person" supported by massive and fragmented data.

Electronic commerce has experienced ten years from its rise to its peak, and the electricity supplier has been in power for ten years.

A few years ago, people couldn't get away from computers. Nowadays, people can't do without mobile phones.

This is the victory of the mobile client, the victory of the wireless Internet, and the catalyst for the coming of the O2O era.

With the opening of 4G and the popularity of WiFi access, consumers increasingly rely on mobile devices such as mobile phones and tablets. With these devices affecting the pace of life of consumers, people's "shopping" mode has gradually changed from "specialized shopping" to "ready shopping", and the popularity of mobile devices and 4G has made people more and more accustomed to using fragments time to "shop" online.

Looking back at the amazing achievements made by all walks of life in the O2O mode in 2014, people can not help but sigh the strong charm of O2O's sudden spring breeze.

Looking back at the garment industry, the Chinese garment industry believes that the upcoming market recovery will usher in the popularity of e-commerce.

The electricity supplier has frantically divided the market, and the physical stores under the line have shrunk dramatically, or even become the "fitting rooms" for online sales.

With the gloomy sales of entities, the new models of double 11, double 12, mobile Taobao Festival, WeChat shopping and so on are expanding rapidly, and consumers' enthusiasm for online shopping is skyrocketing. Clothing has always been an important category in the top three of online shopping products.

As a result, the industry reached a consensus that the market downturn is just an illusion. People's enthusiasm for clothing consumption is far from being satisfied. New consumer demand and expectations are constantly emerging. Consumption upgrading and social pformation have also brought many blind spots and business opportunities to the clothing industry.

The professional market has been carrying out various attempts and explorations in the field of e-commerce. They have set up an electronic commerce Industrial Park, provided electricity supplier training courses, packaged Taobao sales services, and built vertical e-commerce platforms. However, the effect has not been satisfactory.

In any case, the real business form is made, you can not pay attention to, you can not think, but the habits of customers have been changing, mobile Internet has changed their habits.

A large number of China's clothing market is struggling on the road of e-commerce. They understand that e-commerce must be done and can not bear to give up the entity giant who has been cultivating for many years.

Therefore, in 2014, many professional markets have chosen the O2O mode to combine online and offline. In order to better link up online and offline, win win and win win, they have repeatedly tested the water and explored a new path.