How To Realize The Online And Offline Integrated Development Of Clothing, Shoes And Hats Enterprises In 5G Era

Old irons in the clothing industry:

Today, let's talk about the fact that the products you produce tend to be homogenized. Product competition is not your advantage any more. Do you know what the sharp weapon with core competitiveness is!

Well, I'll get to the point. I believe that none of the industry veterans who come to the studio are not looking for business opportunities! If you are interested to listen to the observation and analysis of the market by the teachers of world service network!

The first part: how to create brand clothing enterprises, how to integrate online and offline development in 5g era, is a subversion and self subversion of the clothing industry

First of all, we start from the definition of brand clothing and the analysis of market status

Let's start from making an influential brand according to your enterprise.

Philip Kotler said that "enterprises must actively create and nourish the market"“ Excellent enterprises meet the needs; Outstanding enterprises create markets. ". Today we are talking about clothing brand enterprises, starting from the definition of brand. We need to popularize the following brand concept to our entrepreneurs, and provide a clear thinking for us to systematically describe the development concept of brand clothing enterprises.

So, what is a brand? Brand is a trademark composed of the company's name and products or services, which can be different from the marks of competitors and constitute the intangible assets of the company's unique market image. It contains two levels of meaning: one is the name of the product and unique identification; The second is to represent the added value of relevant products, such as the benefit points of function and psychology. Through the attribute, value, enterprise culture, individuation and user elements and the results of market activities, the image recognition and quality cognition are formed, and the customer loyalty is shown through these. Generally speaking, it is an intangible asset, and its value is far more meaningful than your fixed assets.

The brand of a successful enterprise must have a story. Its core significance is to establish a brand culture as the core, through the continuous creation, consolidation and development of brand connotation, the story will be told, and the era background, cultural connotation and management concept related to the brand will be displayed in depth.

At present, China's clothing brand enterprises are entering a new round of shuffling process. Once excellent and well-known clothing brands are falling and disappearing, such as BUSEN, Fuguiniao, Daphne, metropolises and so on. At the same time, some insolvent clothing, shoes and hats brands are emerging. With the step-by-step standardization of the capital market, the market is accepting the baptism of the times and the impact of consumers' cognition. How many clothing brand enterprises are still in the nude tour, and the clothing brands that can still hold on after the epidemic are great enterprises that can stay in the market, and are also the leaders of Chinese clothing brands with potential in the future.

Teacher after 30 years of market research, of course, we should pay more attention to the real economy of the enterprise, is a down-to-earth business in the market. From the capital market to promote the use of IPO to obtain capital of clothing, shoes and hats textile enterprises are not in the scope of our discussion today.

In the past few decades, clothing brands have been developing in the process of constant self subversion and iteration. Each crisis is an opportunity for new brands to grow and stand out. From the impact of e-commerce at the beginning to the start of trade war, the emergence of the new crown epidemic is followed. Do you feel overwhelmed at the moment? All of a sudden, all the costume people are at a loss. In particular, after the Spring Festival in 2020, the whole country is in a state of great popularity. The association, the government, the mayor, the county magistrate and the town head all show their magic power and rush into the live broadcast platform. Many people, in unknown circumstances, embark on the road of following the trend. However, the hot and noisy months have passed, let's review and summarize, who won? Those platforms!, The pot is full. It can be said that the doctor is in a hurry. Our costume people are sick, but when did they start to get sick? Maybe it was when the Internet sprang up. And an epidemic in 2020 is just an accelerator for garment enterprises to treat "diseases" with Internet technology.

We analyze the route that clothing enterprises are taking at this stage. As we all know, almost every enterprise now has e-commerce and live broadcasting. But as a part of the scale of the clothing enterprises, is unable to learn and do as they came into being to catch up with the fashion. Why? Because of the huge operation system that follows your agents, dealers and exclusive stores for many years, you are in a dilemma. There is no way out if you don't live on e-commerce. If you go up, you can't face your brothers and sisters offline. What can I do? Now you may come up with such a way. Re register a brand, organize a team of people, go to Taotao, cat, Beijing and other platforms together. At the moment, you are like a clock with enough wind up. On the one hand, you buy traffic, on the other hand, you try to produce and deliver goods. You will not forget to sign the contract. Suddenly, sales performance is very good, but the inventory pressure is great!! There's no need to say more here!!, You know!. However, you also forget that your offline excellent resources are changing with the direction of your business. It's time for them to eliminate you. For example, for a clothing enterprise that has been operating for 20 years, its offline sales channel terminal will not be less than 1500. Let's not talk about exclusive stores and agents for the time being, let's talk about the terminal channel. It will take about 15 years to develop and build with a total of 1500 terminals. We usually calculate the total value of these resources by one terminal, which will increase by 1 million each year. 1500 times 1 million is how much to calculate your intangible assets. In this way, the output value of each year is a huge income. Do you know that these assets exist in the book of your enterprise?. So how to protect these assets? If our clothing brand enterprises want to sell on the cable and keep the offline customers, they should give full play to the original huge resources to complete their own sustainable development（ There are some clothing enterprises without such scale of clothing brands and some clothing enterprises without fixed sales terminals. We will not explain this topic for the time being. For the Internet solutions of wholesale merchants, we have another topic to solve for you).

Speaking of this, we can clearly see the importance of e-commerce. If we want to engage in e-commerce, but also face huge offline wealth (we call this wealth), what should we do? Here popularize the Internet application knowledge layer and your business experience. First of all, I would like to say that the application of Internet technology started, which means that your business model in the past has been subverted or even zero. Any operation needs cost. Please pay the general manager, operation director, marketing manager, etc. But in the face of today's situation, even if you give them double wages, it will not change the predicament. Because the times have changed, our consumers' habits have changed. At this moment, your business thinking should be turned to Internet thinking, and the operating cost should be to establish your own system platform based on informatization and digitization. (it needs to be noted here that today, with the Internet technology fully mature, It can be said that the construction cost of the system platform owned by the enterprise will not exceed the decoration cost of one of your exclusive stores. Later, the teacher has a special topic to explain to you on this issue) and these are the investment costs of your own flagship store. Set up a new marketing team, recruit artists, computer professionals, engineers who operate data and analyze the role of operation director. And the original high-cost offline team needs to be readjusted and continue to employ excellent talents who follow your pace. They are more familiar with offline customers than your new it members. Trust the data analysis engineer, and speak with data. Surely some people will say that we can't go to e-commerce and there is no need to go to e-commerce, but you will find that your customer base must be declining, because he has his own new choice online. Friends, let's talk here today. If you are interested in the opinions of experts on the world service network platform, we'll talk about it next time! Attention: the public number of the world clothing, shoes and hats net, learn more! Please don't forget to give the teacher a compliment, thank you!