The Second Half Of The Resumption And Resumption Of Production, Why Did These Dress Enterprises Reborn?

With the continuous improvement of the national epidemic prevention and control situation, people's normal life order has gradually resumed, and the resumption of work and resumption of production has entered the second half. Relevant data show that at present, more than 90% enterprises in China have returned to work above Designated Size, and the total recovery rate has reached more than 70%, with more than 20 provinces.

However, affected by the epidemic, the growth rate of a number of economic indicators declined sharply in the first quarter. According to the data released by the National Bureau of statistics, sales of shoes and clothing in the first quarter of this year were 225 billion 200 million yuan, down 32.2% compared with the same period last year, and sales of shoes and clothing in March were 68 billion 900 million yuan, down 34.8% compared with the same period last year. From the point of view of household expenditure, the expenditure on footwear and clothing in urban and rural areas decreased by 20.1% and 11.5% respectively in the first quarter.

Insiders said that the clothing industry is still in the structural adjustment period, and affected by the epidemic, some enterprises are facing greater resistance. However, the epidemic also accelerated business innovation and intelligence upgrading. "Offline rework, online sales" has become one of the mainstream modes of business at present. Many dress enterprises are innovating and changing and developing new business models.

In the Yangtze River Delta, one of the most economically developed regions in China, Bosideng, YOUNGOR, red dragonfly and other clothing leading enterprises have gone up against the trend during the epidemic period, creating a new growth force.

Change and remain unchanged

Many traditional retail giants have gone through the development process of business electronization to business process informatization, and then to business digitization and digital business. However, the sudden outbreak has forced the enterprises to take the initiative and act against the trend and have to press the number of intellectualization of the "accelerator".

Under the cold wave of the epidemic, more than 3000 stores in YOUNGOR have closed down, and the fierce changes in the external environment make it almost impossible for the offline performance. But with the full all in online marketing, YOUNGOR has opened up another new retail battleground.

"In February, our online sales share has reached 50%, and the overall performance in the first quarter has returned to 80% in the same period." Xu Peng, director general manager of YOUNGOR group, told Lian Shang network: the epidemic accelerated our transformation and forced us to do marketing self rescue. It is understood that during the epidemic, YOUNGOR realized the organization, communication and business online through nail and nail, encouraged all staff to participate in distribution, and distributed 170 million yuan in one month.

Behind the bright data, we can not do without the support of industry experts. It is understood that the clothing industry, the traditional order will be relatively low turnover and commodity turnover rate, but in this outbreak, with the help of Ali Yun full chain road and its own advantages of the whole industry chain, YOUNGOR clothing category achieved real-time development, real-time trial marketing and real-time push and pull new combination.

In terms of organization, under the help of Ali cloud, YOUNGOR formed a grid structure, the barriers between departments were broken, and the construction of business stations and data stations improved collaborative efficiency. "The middle stage is actually the middle stage of the people, and the" mind "will not get through, so it will be difficult to cooperate in the future. Xu Peng expresses to Lian Shang net.

Zhang Kaidong, head of YOUNGOR's intellectualization transformation, looks at the synergy between YOUNGOR and Ali cloud in the transformation of number intellectualization, which has laid a good foundation for coping with the epidemic.

In 2019, YOUNGOR and aliyun accelerated their close cooperation and joined the Alibaba A100 strategic cooperation plan. In the first half of 2019, YOUNGOR and Ali cloud jointly built data platform, and built new system to build the original system. With the advance of digital and digital stores in the data, YOUNGOR has gradually realized the cloud on the whole station.

"Lian Shang net" understands that the YOUNGOR data platform system will be completed in September this year. In the future, YOUNGOR will focus on the operation of consumers, and realize the development of platform and business in Taiwan. And during this year's May 1, YOUNGOR and Ali cloud's first digital store will be opened in Fuzhou.

The ultimate goal of the total number of links, such as store operation, goods and membership services, is to increase the conversion rate of the store traffic, enhance the efficiency and efficiency of the store, and provide a better service experience for consumers. Zhang Kaidong believes that YOUNGOR will form a deep online and offline sales mode. The store is not only a sales place, but a fashion culture and art experience center, a communication center and a member service center.

For the "cloud", Zhang Kaidong said that cloud is the trend of the times. YOUNGOR needs flexible business scenarios and rapid iterative system building. Compared to self built, Ali cloud is more flexible, more cost saving, and better able to cope with the future trend of business development. "We and Ali cloud are a whole ecological cooperation, Alibaba business operation system can also be able to empower all aspects of our development."

It is not just YOUNGOR, facing the closure of stores and huge costs, the 5000 Red Dragonfly headquarters in Wenzhou transformation line is actively helping themselves. Since February 1st, the red dragonfly has launched the "Dragonfly battle" project. The online training staff has sold the whole staff and organized more than 200 groups to sell away. With the promotion of Qian Fan, vice president of the red dragon Dragonfly Group, the sales volume of outbound sales is more than one million at the most serious time of the epidemic. Data show that during the epidemic period, the red dragonfly, with the help of the previously built cooperative platform, moved the offline business to online through hand washing and nail, and the average daily sales growth rate was about 30%.

"If we do not advance the new retail business ahead of time, we will not respond so quickly to intelligent transformation." Qian Jinbo, chairman of the red dragonfly, told Lian Shang net: Although the data platform project built with ALI cloud is steadily advancing, many things are used in advance. We have seized the opportunity of number intelligence.

It is understood that in 2018, the Red Dragonfly reached a new retail cooperation with Alibaba, and became Alibaba's A100 strategic partner since then. In cooperation with ALI cloud, in addition to data in Taiwan, the Red Dragonfly also introduced a number of stores, intelligent shopping guide and other full link solutions.

Qian Jinbo captured the change of consumers. In an interview with "Lian Shang net", he said that the rapid change of consumers is the main reason why red dragonfly is determined to make a number of intelligent transformation. "In the sales process, we find that consumers are changing rapidly and consumption patterns are changing rapidly. If we do not take the initiative to change, fragmented customers simply can not catch up. We must solve problems that can not be solved artificially through intelligence, precision touch, technology and so on.

Chen Jie, the architect of Ali cloud project team, said that the Red Dragonfly data platform project had been started for more than six months. Before that, the Red Dragonfly's consumer asset management and operation were fragmented, and the data was not coherent and did not get through.

In terms of intelligent shopping guide, at present, there are more than 1000 self operated joint stores in the more than 4000 stores of red dragonfly. In Qian Jinbo's view, the store sells live salesmen to train the "army" and "air force" capabilities of the shopping guide. In the future, the store will broadcast and sell away as a main capability.

Through building a global data platform with ALI cloud, red dragonfly can more insight into consumers, and touch more channels, so as to achieve sales transformation. "The number of intellectualization is just like the demolition of the" old city transformation "of the infrastructure. Today it will not be demolished and demolished tomorrow. The cost of tomorrow will be higher than today. Qian Jinbo said.

It is the evergreen brand Bosideng in Changshu, Jiangsu. It started the exploration of intellectualization transformation very early. In the view of Gao Dekang, chairman of Bosideng, the ability to operate intellectualization and management of enterprises is a key capability that needs to be built ahead of time and for a long time.

In this epidemic, "Bosideng 300 million down jacket, the first line of AIDS epidemic prevention" public welfare activities in the face of personnel, logistics allocation, traffic control and other multiple difficulties, its logistics network and sub warehouse can still respond quickly, behind it is to build data with ALI cloud platform and business platform capabilities. And through sales, online transactions and so on, Bosideng sales also achieved a trend of growth during the epidemic.

It is understood that Bosideng and Ali cloud cooperation mainly involves infrastructure, cloud, business, Taiwan and global data in Taiwan and other fields. With Ali's cloud computing capability, the cloud on infrastructure can enhance the rapid deployment and service capabilities of Boston system. The business platform can respond to the fast changing business needs of Boston. In the field of data, Taiwan sets up more sophisticated data aggregation processing and insight analysis capabilities from Boston, including consumers, marketing, commodities and stores.

Bosideng and Ali have always been deep strategic partners. In 2019, Tmall double 11, Bosideng Tmall flagship store sales ranked first among Chinese clothing brands. "Our cooperation with aliyun is based on satisfying individual needs, focusing on consumers and creating value for customers. We believe that digital operation capability will be the core competitiveness of enterprises in the future". Gao Dekang said.

The ability of enterprise intelligence is not only a technical capability, but also a business operation capability. It is necessary to integrate technology and business in order to achieve better results. Chen Jie told Lian Shang network that the data center project has made a more accurate prediction of Bosideng's sales volume, and helped to improve its business from the aspects of people, goods and marketing.

Situation and acceleration

In the special period of epidemic situation, the survival ability of an enterprise under the physical space barrier needs to see its digitalized coping ability under difficult circumstances. "Lian Shang network" has been under the "war epidemic", and China's retail intellectualization has ushered in "inflection point". The conclusion is: "those enterprises with strong risk resistance are inseparable from the accumulation of intelligent infrastructure, which is also an important factor to help them survive during the epidemic."

Professor Wang Xiaoyi, director of the MBA education center of Zhejiang University, looks at the epidemic as a crisis. Enterprises should think about the future direction of development under the crisis. In the past, many enterprises were number watchers, but the change of external environment is forcing enterprises to do online. Online is not just a means to deal with the crisis at present. The perfection of infrastructure such as enterprise front desk, large and medium scale intelligence and so on can help enterprises to face more challenges in the future.

The epidemic disrupts the business plan of enterprises, but also changes the thinking of products, brands, channels and users' needs. Consumers are deeply online, speeding up the online and offline business. In order to improve efficiency, the process of enterprise intellectualization has been accelerated.

Gao Dekang believes that although there are factors driving the epidemic, but the transformation and upgrading of the industry is the development of normality. The digitalization of enterprises must be centered on consumers. The premise of all numbers intellectualized transformation is to serve consumers and create value for consumers. The ability of enterprise intelligence is not only a technical capability, but also a business operation capability.

It is worth noting that the epidemic has changed the market competition pattern and accelerated the industry shuffling process. Those large-scale enterprises with strong R & D capability, strong innovation ability and complete industrial structure will be better able to survive, and the Matthew effect will be more obvious. In the view of Cheng Weixiong, an expert in textile and clothing brand management, it is certain that some enterprises will be eliminated after the epidemic. Therefore, enterprises should think about changing business models, such as products, channels, marketing and so on, so as to cope with changes in the consumption environment.

Under the test of epidemic situation, the number intellectualization transformation made Qian Jinbo clear the new positioning of Red Dragonfly: business fashionable leather shoes, suitable for work wear, fashionable style and won the choice of 200 million people. "We have been wearing footwear for more than 20 years, both men's shoes and women's shoes. What kind of shoes do we want to make? It's hard to answer before.

Qian Jinbo believes that positioning accuracy will be able to see people like consumption, leading product development, and then touches the channel. Brand is not new and old, the key is product innovation design. We keep up with the trend and we need to lock in new customers. In addition, cooperation with ALI cloud will bring great changes to the Red Dragonfly interior organization and digital stores. "How can shoes and clothing retailers achieve transformation and upgrading? The trend is irreversible, the trend can not be violated, natural selection, survival of the fittest, the number of intellectualization era, if not changed, it will be very difficult."

Rui Jinsong, general manager of Bosideng brand, saw that the clothing industry began to think deeply about intelligent transformation. Market demand for enterprise products and services is increasing. The demand of enterprises for consumers is more urgent than ever before. Enterprises try to improve operational efficiency and market competitiveness through digital technology and programs more clearly.

"Enterprise intellectualization transformation has been passively waiting in the past, and it has to take the initiative to seek change today. If the number of intellectualization infrastructure is lacking, the future survival and development space will become smaller and smaller." Xiao Lihua, vice president of Alibaba group and general manager of new cloud retail department of aliyun, believes that the epidemic is a review and acceleration of the transformation of enterprise intelligence.

In this epidemic, both the Yangtze River Delta government and enterprises are doing well. The accuracy and accuracy of the resumption of production will bring more efficiency.

In the era of online and offline, the whole network era of full channel, the era of city shopping, and the complementary advantages of sea, land and air, the intellectualization transformation of the total link is particularly important. Enterprises that do well in numbers and intellectualization are highly immune. Number intelligence is the core factor driving new growth of enterprises and coping with the transformation during the epidemic.

It is understood that in the recently held Ali cloud clothing industry - the Yangtze River Delta industrial belt online summit, red dragonfly, YOUNGOR, Bosideng and other as the "number smart transformation fashion pioneer", through the joint signing reached a consensus, will continue to exert their influence, drive East China and even the national clothing enterprises to actively transform new retail.

Data show that as of the end of 2019, more than 80% of the well-known clothing enterprises chose to cooperate in the new transformation of Ali cloud transformation. With the cooperation of both sides, apparel retailers have entered the fast lane of growth.

Different from traditional tools empowerment and system empowerment mode, the five trilogy of Ali cloud total chain number transformation (intellectualized transformation) (infrastructure cloud, contact digitization, business online, operation data and decision Intelligence) through end to end global efficient business connection, help retail enterprises to upgrade. Infrastructure cloud technology helps enterprise basic information take the lead in the cloud; digitization of contacts can realize the digitalization of freight yard information, such as production, logistics, terminals, etc., and online business will open up the whole channel to realize business online; operation data can be better operated by users in the global data. Intelligent decision making, intelligent prediction, distribution, replenishment, scheduling, and turn over etc. through data analysis.

At present, the five trilogy of Ali Yun's new retail number intellectualization transformation has penetrated into 7 industries, namely, clothing, express, 3C consumer electronics, shopping malls, shopping centers, beauty homes, new restaurants, new cultural tours and so on.

In the future, Ali cloud will also unite Tmall, Alipay and other upgraded "new retail 2.0- localization" strategy, through the light store, city shopping, shopping guide and other strategy empowerment businesses, promote enterprise building digital online shop, truly realize store 24 hours without closing, and ultimately boost enterprise growth.

"Ali cloud hopes to work together with all partners including shoes and clothing businesses to embrace the great era. The window of the intelligent economy era has just opened," Xiao Lihua said.