Fashion Industry In Shenzhen Spread Lifestyle

Shenzhen, as the base of women's wear in China, has more than 3000 garment enterprises, and realized its output value of US $32 billion 700 million in 2014.

Under the "Internet +" draught, the Internet is infiltrating and changing the development path of every industry.

As the base of women's clothing in China, Shenzhen has more than 3000 garment enterprises. In 2014, its output value was US $32 billion 700 million and exports were nearly ten billion US dollars.

How does the traditional clothing enterprises adapt to the development trend of "Internet +"? A reporter's interview found that there are strategies in designing and developing brands, opening up living rooms and integrating stores in the enterprises, and also having an independent designer brand of "Internet +" for new customers.

However, in any way, the industry accepts and recognised the future trend of "Internet +" for garment enterprises.

"The pformation of traditional industries and the good use of the Internet will surely be the best supplementary means."

Qiu Haowei, founder of Shenzhen's famous independent designer brand "East West", said.

Multi brand strategy brings high viscosity effect

Shenzhen City

Zhang Hongtao, Secretary General of the association, said that at present, Shenzhen's mature brands have adopted multi brand development strategies.

"The future market strategy depends not only on quantity but on the brand's consumption and market viscosity.

For example, the same customer may have bought only one thousand yuan from the shop before, but through a multi brand development strategy, a visitor can be attracted to the store or be attracted by the quality service, so he can buy eight thousand yuan.

This is the high viscosity effect brought by multi brand strategy.

Reporters observed that clothing enterprises in Shenzhen have taken the high-end customization route.

For example, Shenzhen brand "Kwan Wen", New York's fashion week, is responsible for the 30-40 year old urban white-collar workers, especially female entrepreneurs and artists.

The brand opened a large experience hall in the coastal city.

"Experience Museum advocates the experience of home life art, not only includes the function of dress collection point, but also works with related artists."

"Under the pressure of economic downfall, Shenzhen's better clothing brands still maintain two digit growth," Zhang Hong Tao said, indicating that the strategy of making brand is feasible.

But the mainstream market in the future is the group of customers after 80, 90 or even 00. Many consumers grow up under the Internet thinking. How to retain the brand and catch these customers is a problem that clothing enterprises should consider.

Shop to sell "sewer"?

Under current conditions, through Internet channels

There is a big difference between the middle and high-end clothing brands that are clustered and branded.

"E-commerce is not yet a model, but a channel.

Most of the clothing sold by the Internet is a problem of standardization, shortcut and price.

But the real fashion design, brand integration, the Internet has not yet been found.

Zhang Hongtao believes that clothing is not only a commodity, but also a cultural product.

Brand culture needs to experience and interact, and the Internet lacks this experience.

In this case, the network channel has become a "sewer" in the industry.

Most brands are used to sell stocks.

"Why do consumers buy products through the Internet?

On the one hand, there may be no entity store in her area, and on the other hand, it may be cheaper. "

Miss cam Wen Jiang told reporters that at the present stage, he also opened Tmall flagship store. On the one hand, he publicized the brand, and on the other hand he would sell part of his stock.

When it comes to the price comparison between online and offline, Miss Jiang said that because the brand has many customers and agents, in order not to upset the price order, it has set up a "plate" for Tmall.

This is also the practice of many international brands.

Qiu Haowei told reporters that when Nike, Adidas and other brands sell and promote on the Internet, they will also specially open a product line and choose customized models.

"Internet +" links more resources

For young independent designers like Qiu Haowei, it is easier to accept and make use of the Internet. He has greater expectations for the linkage of the Internet and clothing brands and industries in the future.

"The Internet can bring people more experience, not just the place where customers compare prices in traditional terms.

For example, when we were not well-developed, and we saw the news of foreign fashion week and so on, we felt very eager to buy and buy when we had the opportunity. But now we see more through the Internet and become prudent.

The Internet makes people more aware of consumption and knows more about consumption.

Five years ago, while launching the "East West", Qiu Haowei also launched the Taobao store.

He worked out a formula for discount, and the longer he wore, the greater the discount.

The new listing is synchronized with the physical store price.

"We are trying to convey the idea that design is valuable.

If you want a discount, it may be a long time. "

In the process of actual operation, Qiu Haowei felt the benefits of this way. The two groups of customers who had consumer attitudes were concerned about products, and word of mouth had also been widely disseminated.

"The Internet also has some better ways. For example, it can accumulate popularity and credibility. Background data can view buyers' age, area, consumption habits, amount and other big data, which is very convenient for later design and innovation."

It is the age of platform + resource integration.

In addition to facing sales directly, the effectiveness of "Internet +" is constantly deepening and extending. Zhao Huizhou, founder and chief designer of Shenzhen Yi Hui fashion group, has launched the idea of "Yi Hui +" on the basis of the concept of "Internet +".

"We need to connect products with consumers, connect with the industrial supply chain, and realize the resource platform, product connection and interaction through the Internet.

This is the point that future fashion brands need to pay close attention to.