Internet + Fashion: How to save the garment industry?

First, scan: The status quo of the clothing industry

Those who are slightly concerned about the domestic apparel market know that the situation in the domestic apparel market has been deteriorating since 2008. After the impact of the Internet and e-commerce, the apparel market has been precarious over the past few years. It is also heard that the garment enterprises have closed down and the bosses have lost their way. Although many companies and brands in the industry have made new transformations and adjustments. However, as a whole, the decline of traditional clothing brands still does not seem to be a sign of improvement, and many apparel brands are still struggling. Although these so-called first-line brands can maintain a certain market advantage and stick to their established market sites over the years, they have also felt threatened by the continued growth of the Internet and e-commerce. Those three-and-four apparel brands that do not have much advantage in the physical channels have already felt the cold winds in the market. The markets they have been looking forward to have still not arrived in the spring, but it is awful that the winter of the market is still cold. Biting.

On the other hand, the development of apparel e-commerce seems to be unsatisfactory. The so-called Amoy brand, which flourished in previous years, has also been helpless, and several families are happy. Now, what is still remembered is just a few of them: such as the Korean clothing house, Inman, and schizophrenia. The rest are already yellow yesterday. While a large number of physical clothing brands in the transformation of the e-commerce business on the road, not gorgeous against the wall, that is, disappointment, drinking hate electricity providers. Either still struggling, or continue to explore new outlets, or even worse, close the e-commerce, contract physical stores, do not seek development, just for the rich and happy.

All in all, the domestic apparel market is basically such a scene: the first-line entity brands stick to the basic plate, but they are not seeking for success but are seeking nothing but trying out hydropower suppliers carefully, but they are not aggressive; while the three-and-four-line brands are basically falling across the board. On the verge of collapse, it is even more anxious to have a brand between the two; in terms of e-commerce, the flow of dividends, inventory dividends have disappeared, Tmall's various rules are adjusted, personnel changes, and The bankruptcy news of various apparel brands that have been heard at the time has already been well illustrated: Clothing e-commerce is on the eve of a historical catastrophe, and the entire domestic apparel industry is at a crossroads where to go.

Second, dialysis: the cause of malaise in the apparel industry

What happened to the apparel industry? How can a good brand say that it is not gone? Many people say that the physical channels are not enough because of the impact of e-commerce, but why did they turn to embrace e-commerce but they were accidentally deeply "electrically injured"? Where is wrong?  

Before 2008, the apparel industry was in a golden period of development. Due to the low barriers to entry and the simple operation of the garment industry, many social capitals have poured into this industry. This creates a false prosperity in the clothing market, which is the bubble. After 2008, with the rise of the Internet and e-commerce development, the bubble of physical channels began to burst. More than that, with the penetration of the mobile Internet and the Internet, shopping habits, consumer culture, and aesthetic demands have completely changed, but the clothing industry has not made rapid changes. Under the wave of the Internet, everyone was amazed at the fragility of clothing brands. Many brands claim to sell billions and billions of dollars. Many brands have their tails upturned on a weekday, and they do not take a look at people's eyes. They are so weak that they are like duckweed in the wind. In an instant, it will be ashes and flies. Now it is taken for granted.  

The impact of the Internet and e-commerce is an external factor that constitutes the predicament of the apparel industry. The consumption path has been completely changed, from offline physical stores to online e-commerce online shopping. But what is more deadly is the internal cause of the company. On the one hand, the offline channel is still spreading. Faced with the tradeoffs between online and offline, it is forward-looking. On the other hand, the brand's product design and marketing operations do not keep up with the aesthetics of the Internet age. The change of appeal. All these make many brands unprepared, strategic mistakes, tactical hesitation, and ultimately to pay the price.  

As for the comprehensive analysis of the causes of the domestic garment industry's deep troubles, we recommend that you read the two articles: "Forecast 2014 - The Clothing Industry Addiction or Freshman" and "Trend 2015 - How Long Can the Domestic Garment Industry Remain?" . Step Microblogging @ Sexy Marketing

Third, inquiry: the garment industry breaks the road

Many clothing brands are gearing up to embark on an e-commerce campaign, but it seems that e-commerce does not appear to be so difficult. All kinds of tricks are exhausted and it is difficult to save e-commerce. E-commerce traffic is like a black hole, ruthlessly swallowing the brand's funds and dreams. In the situation where the physical channels are difficult to suppress and the platform e-commerce is difficult to control, how should brands break through?  

You may wish to come and see how we think about and solve this problem. First, let's take a look at how we think about e-commerce:

In the reality that e-commerce itself has become a traditional industry, as e-commerce practitioners how to reverse their thinking, with a more open pattern and vision to examine the development of the brand, than the traditional industry practitioners how to abandon the inherent thinking to embrace the Internet It is even more important and more difficult. The former can easily fall into dogmatism, and the latter easily falls into the trap of conservatism. I think that under the new normal of disappearing stocks, traffic, fans, and platforms, how to think about brand building is the starting point of all problems. That is to say, domestic e-commerce and traditional industries have to return to an origin. This is: brand.

The brand of our traditional industry paid a painful price to understand this and had to say that it was a pity. When we think about how Ma Shi brand e-commerce can be built, this always haunts the mind. Relying on traffic to drive sales has proved to be a bottomless hole. We dare not to burn money and have no money to burn. Relying on inventory, relying on high-volume distribution, distribution of goods across the board, full firepower, the facts also prove that this road is unreasonable, the traditional industry to do electricity providers are the most taboo greedy eat too much, rushing aggressively, the result is dragged to death by the supply chain. Rely on the platform? Do ants dance around elephants? Numerous domestic brands are so exhausted. What about fan economy? With the disappearance of fan bonuses and the decentralization of social media, the single fan economy may be a trap.

How can Ma Shi be an electricity supplier? It is not so much that Ma Shi is actively working as an e-commerce company. It might be better to say that Ma Shi is embracing the Internet. Furthermore, Ma Shi thinks about the future development from the overall development of the Internet. It is from the Internet itself to think about e-commerce, new media, fan economy, and community. In other words, Ma Shi thinks about the background of the Internet and thinks about e-commerce from the brand. This is one aspect. Secondly, from the perspective of offline integrated development, since the Internet has smoothed out the distinction between online and offline, and smoothed the gap between the traditional industry and the Internet industry, why should we artificially block the natural integration between the two?

Internet, branding, and online and offline integration are the sources for the development of e-commerce and even physical stores.

Fourth, overtaking: crazy way of the Internet

So how do we go about building the Internet, branding, online and offline integration (O2O)? This is the madness community we have launched. This is an internet product that we launched after we comprehensively judged the status quo and trends of the entire domestic apparel market, e-commerce field, social media, and even mobile internet.  

Then we must answer: What is crazy? We know that now is the post-social age, and the social dividend is gone. However, in the era of mobile internet, there is no brand without socialization, and there is no e-commerce without socialization. Therefore, madness is to solve the social problems of our brand. The madness community will be the social platform for the new female groups in the Internet age. The crazy ones will be those who are emancipated, free, independent, individual, self, unique, unique, self-asserted, optimistic, live in harmony with the heart, and live in harmony with the world. Your own values ​​(life, career, emotion, friendship, workplace), the community of new women who have their own aesthetic requirements.  

I think that traditional brands are reshaping the brand's social behavior in the online world in the Internet age. Especially in the post-social age, especially when the social dividend has disappeared, it is particularly important to reshape the brand's online social networking. Relying on the e-commerce platform's own traffic, it is undoubtedly thirsty, relying on WeChat, Weibo traffic, it is difficult to continue. Only the brand itself can actively grasp the brand's social behavior in the online world and the new media space in order to bring sustainable development to the brand. Xiaomi's sense of participation is the social connection and the infinite connection of Luo Ji's thinking is also social. Only social networking is the core of building a brand in the mobile Internet era.  

Therefore, the madness community is taken for granted as the vertical community e-commerce platform for the mobile Internet. I think that in the era of mobile Internet, what brands need to do is six words: find people, organize people. Crazy Fan is to complete this mission: to find the people who should be found, organizations can organize people, to this step, the problem of e-commerce can be solved. Of course, we will not stop at this step. The problem of O2O is to push things forward.

V. Postscript

The predicament encountered by the traditional clothing industry and clothing electricity supplier is, in my opinion, unavoidable. Because they always use the Internet and e-commerce as a tool. Think of the Internet as a free channel that only disseminates brand information, and e-commerce as a sewer to clear inventory and sell goods. They didn't think about it and couldn’t think of it. Brands should reshape their social behavior in the online world. And I think that only by completing this step can the brand's image be established. If someone says what you say, someone would like to believe it.  

As the mobile Internet has already reached the stage of history, the impact on traditional brands and e-commerce will intensify, and there will be countless brands unable to survive in this wave. This is both the result of Internet technology and the evolution of the market itself. We only make changes, only to find ways to rebrand the mobile Internet era, will avoid being knocked to the ground. Of course, the tone of the fashion madness community that launched the Internet transformation product has only just begun. We are still exploring and iterating. How did the madness community come from? What does the madness community do? How to do it? I will disclose each article one by one in the future, so stay tuned.