Reshuffle of clothing industry: the market structure of clothing industry has been broken, and the enterprises that once occupied a huge market share lose their advantages, and the whole market will be redistributed. Usually, it will appear when there is technological innovation in the industry. When the new technology has enough strength, it can create a new industry, and the corresponding original industry will gradually die out.

The past 10 years have undoubtedly been the toughest decade in the clothing industry. The traditional retail stores were first killed by e-commerce. Until last year, only a few sporadic enterprises in the entire clothing industry were growing in sales, and 90% of the enterprises were declining. Moreover, the proportion of e-commerce in the clothing industry has exceeded 40%. Compared with other industries, the traditional clothing retail industry has been hit by the Internet very badly 。

        As a result, many physical stores also began to take the e-commerce route. However, due to the lack of relevant technology, a store often needs two sets of people, one for the entity and one for the online store. The investment in manpower and material resources is double, and the result is unbearable.

If it's still worth making money online, but is online business really easy to do? We all know that Ma Yun is very worried recently. News such as selling fake goods, swiping bills and lawsuits has made him very sad. What's more, 90% of the e-commerce companies on Alibaba do not make money. When 90% of the people in an ecosystem do not make money, it is time for everyone to escape. Such an ecosystem will not be the future of clothing retail.

　　What is the future? In the future, the traditional clothing retail stores will be reduced by another 50%. Who will be the disappeared 50%, and who will be the remaining 50% to continue to shine? It depends on who can help themselves.

        Enterprises that can survive and do well in the future must have four Ironman items: hardware, software, Internet and content. And these four items should be integrated and complementary.

        In the future, not all the physical stores will disappear, and the physical stores will certainly exist. However, its existence is no longer separated from the online stores, but an oto whole with interworking, integration and sharing. The physical store is a diversion entrance, an access point for deep services, a window for consumers to experience and understand more, and to guide consumers to increase consumption online An important component of frequency.

        In the future, the KPI of an employee is no longer sales volume, but whether you have established a strong relationship with consumers, whether consumers trust you, and whether there are more orders online under your guidance and service. This is the key. Future business must be a new business model focusing on consumers and trying to gather consumers.

        The future retail model must be point-to-point, person to person, decentralized and disintermediated mode. It is a flat, multi-dimensional down to three-dimensional or even two-dimensional model. In other words, it is no longer like the past, there are layers of dealers, there are first-class agents, manufacturers are directly sellers, directly establish strong relations with consumers.

        In 2015, a large number of new Internet companies came to us, such as fangduo, love my wife and Wu, Didi taxi, etc. what they have in common is disintermediation. They are subverting the original information asymmetry and multi-level problems in each industry. They adopt the direct P2P mode. What they change is the lives of other peers, and the clothing industry is also the same, with flat levels and channels It will help many garment enterprises to participate in the revolution and become masters.

        In fact, this time is a cold winter for the clothing retail industry, but it is also an opportunity. During the ten years since Ma Yun started Alibaba, it has been more than ten years since the foundation of China's Internet business has been rebuilt. Everything has started from scratch, whether it's payment, online stores or systems. Today, these have been completed. So we can see many young students who understand a little bit With some Internet technologies, a team of three or five people can start a business directly, and it will take only a few years to do what others have been able to do for more than ten years. This is the opportunity of revolution given by this era, and it depends on who can grasp it.

        What is the store like in the future and how to implement the transformation can we seize the opportunity to share the cake in this multi billion market.

        In short, in this future store, all goods have their own QR code. Scanning the code can get all kinds of detailed information of the goods. There are various experiences and displays in the store, which can be purchased directly or purchased online at home. All online and offline commodity information and consumer information can be shared synchronously through a set of IT technology. Everything has been mobile Internet To change.

        All the people present were very interested in this new physical store model, but soon some enterprises also asked questions. The clothing they produce now is mainly for the mass consumer group, not very high-end boutique clothing. In this future, stores will not be suitable for themselves.

        In fact, there should be three models of stores in the future. One is to open in office buildings, one is to open in the community, and the other is to open in the suburbs.

        Take the enterprises facing the mass consumer group as an example. In fact, the future stores in the suburbs may be suitable for them. Rent a cheap warehouse in a remote suburb, the area can be large, and then transform it into a clothing retail store of the future. All the clothes in the store can be tried on, and all the clothes are cheaper than online stores. At the same time, all the shop assistants are professionals engaged in fashion design. When consumers go shopping here, the shop assistants are their close fitting clothing designers, collocation designers and buyers. Each consumer can do a 5-10 minute demand survey, and then the designers bring professional suggestions to them to buy a set of clothing solutions for them to choose and match, and finally You can try on the clothes in the store. After you choose the right clothes, you can pay them online and offline. Then the clothes can be delivered to your home in a few days.

        In the future, factories will be retail stores. As long as the agents at different levels are removed, and these high profits are returned to consumers, and at the same time, they are also willing to spend some time and cost to go shopping in remote places. For enterprises, they can not only save costs, but also directly understand the needs, preferences and information of consumers, establish deep strong relationships, achieve high-frequency consumption habits, and give the whole industry another revolution.

        What kind of drainage does the future store of community model rely on? The core of community future store is service and trust.

        For example, if you open a community store in a residential area, there will be all kinds of consumers in the neighborhood. There may be knowledgeable women and housewives. Everyone's needs are different. What the community store needs to do is to understand the needs of different consumers and make a customized one for them. The customization here is not to make clothes, but to act as a buyer for them Hand's responsibility is to select products for them according to their needs, so as to make them small and fine, and save the cost of their selection. The shop assistants can send different reminders to different people, which clothes may be suitable for you, and have been selected for you. Online consumers can browse and order directly, and of course, they can also make an appointment to the physical store to experience and try them on.

        When consumers have full trust in the shop assistants in the community stores and have established a good relationship, they can give the shop assistants more choices, such as the clothes of other members of the family, and gradually extend the needs of other items in the home.

        In the past, women's clothing stores were selling women's clothing. Today, as long as consumers have demand, women's clothing stores can also sell men's clothing and children's clothing, while children's clothing stores can also sell toys and milk powder. The physical store is an entrance for experience and display, and is no longer restricted by commodity categories. Cross category diversified sales mode is completely feasible and predictable, and the consumption demand of a family is predictable In fact, when there are so many kinds of goods today, it is very painful to take time to select everything. If there is an honest and reliable buyer around and the price of the goods is transparent and affordable, I believe that consumers will give him the right to choose. In the future, the success of a retailer depends on his ability to gather users and win the world.

        When designing a company's value chain, the first layer to be considered is always the user, and the same should be true for clothing enterprises. The era when they never deal with users and sell clothes without knowing who to sell them to is over. Changing concepts and embracing the Internet and mobile Internet with positive and correct posture are the ways for clothing retail enterprises to avoid being revolutionized and survive the cold winter The inevitable way out.

　　The era of retaliatory reshuffle of clothing industry has begun

        Those who dare to adjust, dare to transform the clothing enterprises, will usher in a new round of explosive growth, because more crisis, also contains new business opportunities

.

        The clothing industry is returning to the original intention of taking products as the core. However, it is also changing with the evolution of the market environment, from the original sales mode to the service-oriented experience mode. The shopping guide has also changed from a single I am a seller to a customer's stylist. Gorgeous turns into a consultant seller, and retail stores also change from the original single The pure clothing store has transformed into an experiential club store, from the initial display of goods to the visual experience of paying attention to the display and collocation of goods and the comfortable experience of feeling service. Therefore, our sales mode is changing. Our retail management system must be adjusted. The future retail store management system must have service to have a future.

        More and more clothing enterprises have been looking for reform and transformation. What will be the hot spot in the future? It will be a new model of disintermediation between brand manufacturers and retailers, and a mode of binding risk and profit between brand makers and retailers. So many brands have been trying to zero inventory, like direct franchise model, are trying to transform, because they foresee what is happening. However, all of these rely on a strong software commodity analysis system, a strong supply chain system and a cloud logistics store commodity circulation system, as well as an efficient executive operation team.

　　So what will be the change of shuffling pattern in 2016?

        Large brands with strong strength will gradually adjust the enterprise promotion mode, introduce a new risk binding mode between brand merchants and retailers, and make intensive efforts

        Brands with foresight ability, like the enterprises (impression group) which have been in demand change and have been basically adjusted in the early years, as well as the group goods brand (buyer brand) with new hot spots, continue to emerge suddenly. Relying on the ability of quick turnover and small order tracking, as well as the hot spots of single store performance, they continue to expand their market share