Semir Teaches You How To Save The Sluggish Clothing Industry?

First half of this year Traditional clothing Industry downturn. The impact of e-commerce, foreign clothing brand "no distance" purchase, has made the old clothing brand in a dilemma. Shao Feichun, general manager of Semir electric business, believes that the changes in the fashion industry are mainly reflected in 6 aspects in the process of Internet and intellectualization. Based on this, Semir gives 6 "antidotes".

From the first half of this year, we can see the downturn trend of traditional clothing industry. The impact of e-commerce, foreign clothing brand "no distance" purchase, has made the old clothing brand in a dilemma. At the same time, the vigorous development of digital technology and the great heat of new tools and channels have brought about great changes to the fashion industry and pushed the enterprises to unprecedented challenges and challenges.

In September 24th, Semir's "fashion partner" program launched the conference. Shao Feichun, general manager of Semir electric business, elaborated his understanding of the changes in the fashion industry during the Internet and intellectualization. He said the major changes were mainly reflected in 6 aspects, and he also gave corresponding strategies in response to these 6 changes.

1, the Internet has narrowed the distance between consumers and fashion, so that fashion can spread rapidly across the globe, and the fashion atmosphere in the domestic market is becoming more and more strong.

2, with the improvement of the economic level, the young consumer groups grow up in relatively safe environment. They accept more artistic edification and appreciate beauty.

3, the future boundaries between virtual and reality are becoming more and more blurred, and live broadcasting and VR will become the standard of retail industry.

4, the Internet makes consumption scenarios faster and faster, and brands, products and content can be highly unified.

5, the information barrier is gradually opened, and the efficiency of the supply chain will be greatly improved.

6, nowadays young people's fashion is no longer a luxury. It has gradually evolved into an attitude of life.

For these reasons, Semir has developed an e-commerce channel strategy based on the perspective of consumers, based on the data operation capability, and highly integrated brand, product and content, which has given birth to the new business mode of "brand + partner".

The following is the content of Shao Feichun, general manager of Semir electric business, which is edited online by e-commerce.

The Internet close to the consumer and the fashion distance

The first change in the Internet is the vertical market of fashion data. When I was in Wenzhou, my friends said that what was popular in Wenzhou street was Shanghai popular two or three months ago. Now Shanghai street is popular with Paris two or three months ago, because it takes time to spread fashion in the past. But now the Internet is very fast. The show that Paris finished yesterday, today we can see that this change brings a new expectation of fashion industry. In the past, the perception of fashion in mainland cities was poor, and it was difficult for them to buy fashionable single products. Now that the Internet is available, even small towns can touch fashionable single products. When the fashion atmosphere of the mainland market is getting stronger and stronger, the whole fashion industry will have a brand-new opportunity.

Young consumers know better how to appreciate beauty.

70, 80's attention is largely placed on survival, efforts to make money, and strive to buy a house, even if the economic conditions are better, it is necessary to continue to struggle for second sets, third houses. Now, after the birth of 00, his father had a house, even Grandma, grandma and a house. He had a single seedling in his family. He grew up in a safe environment and received a good education.

I once went to the New York Museum for a round trip, but unfortunately I didn't understand anything. Until the end of the visit, I met an overseas student born after 90. He told me what stories were behind each work. After 90 and even 00, their aesthetic ability to the United States has been greatly improved. Fashion brings consumers a better understanding of society.

Live broadcast and VR or retail standard

Another VR and live broadcast of the fire this year, I think they will become the standard of retail in the future. For example, when people are born, they begin to look for the meaning of existence. People used to think that life should study well, go to university and find a good job to earn a lot of money. The meaning is around survival. But what is the meaning of their lives when 00 children are satisfied with material conditions? Just like many people do not understand the game, I can not understand before, how can anyone invest in tens of millions of games to build city states, but now I gradually begin to understand that this is actually the pursuit of life value.

In the future, the boundaries between virtual reality and reality will become more and more blurred. What can we bring to live and VR? When consumers lie at home and use VR, we can see what we see is the same as visiting shops, so that virtual and reality can be combined very well. Therefore, 00 will actually bring great changes to our fashion industry.

Brand, product and content are highly unified.

Once, I read an article in the car, and I talked about an intelligent story machine that can tell children stories. Because I come home very late every night, my wife has complained more than once that no one tells stories to children. This intelligent story machine can tell children stories and talk with their children. I thought it was great, wasn't it the best substitute? So I immediately went to Taobao to search for it. In less than three minutes, the list was put down, and then the merchandise was sent to my home in second days.

It can be seen from this scene that before you saw an advertisement, you could not buy things at once, or you could see that there was no direct introduction to the product, but today the brand, content and product are highly unified. Users enter the brand not only to buy goods, they need to talk with the brand, in fact, the future is not O2O, but OEO, online and offline is highly unified.

Information barrier is opened

I just entered the clothing industry and thought it was very simple, but the deeper and more complex, there was a lot of accessories for a garment. In fact, China's supply chain is still at a relatively early stage. When we look at factories, we know that it is quite different from the high fashion industry we want. Why is it hard to make changes before, because the information is not smooth, but now with the Internet, the barriers to information have been opened. For example, drops can be shared in the way that people can't imagine. The process is solved after the information flow is opened.

The fashion industry is also the same. After every factory and fabric factory has better information system, the efficiency of the supply chain will be greatly improved after opening up. This will provide a very good speed for the fashion industry. Before we make clothes for more than half a year, we must prepare the goods well. If the speed of the supply chain can be faster, the cycle can be greatly shortened.

Fashion is not luxury, it is attitude towards life.

Finally, let's talk about fashion It is understood that if there are still many people who think that buying luxury goods is fashionable, this concept is behind the times now. Now, after 00, I do not think that buying Chanel, Gucci and other big bags is fashion. In the past, we used luxury goods to show our sense of existence. Buying Chanel and Gucci did not make friends circle, but it was still a show off tool. Now young groups do not need to show off. He has a sense of attitude towards fashion. Just like some old ladies go downstairs to buy a dish, they dress up appropriately and make them look exquisite.

What do fashion partners do?

Semir is known as Korea's long leg Euro bus harvester. It has invited many Korean celebrities from Lee Min Ho and Kim Su Hyon's series of image endorsements. In the past, we invested a lot of money in asking them to take photos to endorse products. But now the feeling of stars is changing after 00. Stars are not available on TV, and there is still a great distance from consumers. But now net red can be sought after by young groups, because they eat and travel today, will bring this feeling to you, as if you can get enough, and this is close to the distance between consumers.

Based on the change of fashion industry and the spanfer of customary habits, we launched the fashion partner program. If net red wants to capture fashion, interact with fans, and face unfamiliar links such as supply chain, store operation and so on, it is difficult for a person to achieve it. We can cooperate with more net red partners. They are responsible for capturing fashion, interactive consumers, and the more bitter supply chains and operations behind us. This is exactly what we are good at.

　　 Semir We have set up an e-commerce channel strategy based on the perspective of consumers and based on the data operation capability and the combination of brand, product and content, so as to lead the integration of fashion and lifestyle to upgrade and innovate. The fashion partner business plan is the new business model that Semir's core strategy has spawned. We hope to build it into a truly flat price platform, which is closely integrated with the supply chain. Including our cooperation with Ouyang Nana is not to let her become our fashion spokesperson, but to become our partner, so that she can participate in this ecological chain more deeply.