Avoid clothing store as a free fitting room

A few days ago, a new clothing store in the East Gate Sun Department Store was newly established. Citizens are trying on clothes.

Shenzhen's booming apparel industry happens to be at the forefront of the transformation of the Internet model. While Shenzhen clothing is becoming bigger and stronger, it is facing the predicament of the clothing store as a free "fitting shop" and a shop to buy online. The reporter recently found that: Shenzhen clothing brand enterprises actively transformed to respond to the Internet model, brand stores have opened shop in Taobao, but the physical store is still the main channel of Shenzhen brand apparel sales, companies are exploring new oto shop model.

The physical store has become a free trial room with low prices, simple logistics channels and door-to-door service, making online shopping an increasingly important shopping route for white-collar workers, while clothing stores are undermined and apparel stores Unbearable is that online shopping has continuously spawned the "tripping race", and the clothing store has become a free "fitting yard."

Friends and interviewees always complained to reporters that the clothes in Shenzhen's shopping malls are too expensive. The clothes with a good material and delicate workmanship cost thousands of dollars. More and more women love to buy clothing online. They go to the store first. Wear clothes, sneak down the clothes size model, and then buy it online. The reporter also tried to barter, there is a large mall in front of the house, a dress of nearly 2,000 yuan, try to get a 40% discount after the decent online purchase! Not only put on the favorite Shenzhen women's brand, but also To the "cheap" price.

An industry analyst in the clothing industry in Shenzhen thinks that there are no more than three conditions for opening an online shop. One is a brand franchisee, one is a “thief” who steals goods directly from the warehouse, and one is a counterfeit money. In either case, the damage to the brand is very large. This online shopping model has caused headaches for brand owners.

In an interview, the reporter found that resolutely cracking down on online shopping has become a way of life for Shenzhen clothing brands to respond to the Internet. Once brand franchisees are found to be engaged in the online purchasing service, the clothing brand stores will be heavily penalized, with fines of 50,000 to 100,000. But such a response is obviously unsuccessful.

From cracking down and following the study of Shenzhen clothing brand, opening an online store to respond to clothing stores has become a dilemma of a free “fitting house”, while swiftly expanding direct stores to deal with difficult-to-manage franchising modes.

Li Feiyue, the person in charge of pink and blue, introduced, “In the era of Internet, pink has changed the business model. We have changed from a resolute strike two years ago to follow.” Li Feiyue frankly stated that one way of consumption is the love of consumer groups. There must be reasons for its existence. In the tide of the Internet, clothing brands should be bigger and stronger and should follow and study such models.

After the blue cat opened an online shop at Tmall, at present, there are two product lines in the powder blue line online store, part of which is online, and some of which are online and offline with the same price, sales of online stores and sales of physical stores accounted for The ratio is as high as 2:8. “Before our joining and direct operation was forty-six, it is currently twenty-eight, and direct operation has already dominated.” Li Feiyue introduced that currently, 80% of the powder blue shops are direct-operated stores, and direct operations occupy a dominant position. It will not be easy for management to get out of control. Now the Internet has rarely seen pink and blue seasonal clothing models have a super cheap price, basically put an end to the damage to the brand.

Compared to the transformation of the new brand of pink, the transformation of traditional old brands is even more difficult. In response to the transformation of the traditional apparel industry under the Internet model, Shenzhen's children's wear brand Analer has been exploring for online stores in 2011. After launching in 2012, it finally achieved 80 million yuan in business volume in 2013. On the other hand, the performance of Anner’s offline stores has reached record highs, with over 1.1 billion sales last year, and most of the contributions came from physical stores.

Offline sales will still occupy the bulk of the Internet industry. How will the Shenzhen apparel industry develop? In the interview, more than one CEO replied: Welcome customers to the mall to try on clothes. Obviously, Shenzhen apparel companies are embracing the Internet with a positive attitude.

"The reason why An Nai's online store achieved 80 million sales was mainly due to the visibility of offline stores." Cain Chang, chairman of Annel believes that the Internet can not replace offline sales, even in the Internet era, offline sales in the future Still will occupy the big head. "With online growth reaching a critical point, online growth will stop." If Chang and Osum are implemented online and offline, mobile mobiles will adopt the "physical store fitting and online ordering" model, but this The development model has no effect on Shenzhen apparel brand enterprises.

“We are trying out a new model of oto.” During the interview, responsible persons such as An Nai and Fan Lan expressed that following and studying the Internet ecology is the future direction of the company's development. But the physical store will still be the main channel for Shenzhen brand apparel sales, because “shopping is a pleasure and a spiritual pursuit.”

According to Zhang Hongtao, the secretary general of the Shenzhen Garment Industry Association, the apparel industry has seen the emergence of oto models across the country. The online and offline national prices share the same style. This attempt to synchronize sales is a way of life for the apparel industry to embrace the Internet. However, Shenzhen clothing brands, especially high-end brands, will still focus on experience. The future of Shenzhen clothing brands will become a major trend in art and culture.