Current Situation: 8 Experts Interpret Fashion Industry Survival

2020 Spring Festival is doomed to be unforgettable. Joyful auspicious was broken by a sudden outbreak. It was not only people's lives that were enveloped in dark clouds, but also the fashion industry experienced unprecedented trials this spring. The epidemic has made the Spring Festival the "coldest golden week in history", and the downward trend of retail sales has made the fashion industry face the danger of life and death.

At present, how can the fashion industry save itself and fight the battle of survival? In the face of closed shop and postponed resumption of work, Professor Wang Xiangsheng combines the fashion think tank and the cloud dream AI business school, inviting 8 representatives of fashion industry experts to work together for the survival of the industry.

　　 IFB, President of the international fashion brand consulting group, Dr. Wang Xiangsheng, a new fashion retail specialist.

　　 New consumption era fashion new retail

Sudden necessity

The outbreak of the epidemic has made our fashion industry unprepared and huge losses. It is the inevitable result that many enterprises have been reluctant to accept new things and do not want to change the status quo and invest in the future.

Thinking that if our enterprises have already completed the new retail transformation and upgrading before the outbreak, will they still be so embarrassed now?

　　 Self rescue and reshaping

At present, fashion companies have begun to do online spike, live broadcast or micro marketing to save themselves. But we should also build our own VIP community through private traffic, enhance customer stickiness and barriers. At the same time, we should attach importance to online interaction between consumer brand and fashion concept, and enhance consumer brand awareness and loyalty.

When we encounter difficulties in our country, what should our enterprises do? Social responsibility is the cornerstone of enterprises becoming bigger and stronger. Many international brands can become brand names for a hundred years. One of the most important reasons is that they actively fulfill their social responsibilities and get the public's affection and approval.

This is a good opportunity to strengthen the brand concept. Enterprises should pass their core values of their brand ideas to their employees, partners and consumers. Win the hearts of the people, the recognition of the value of the idea will continue to follow.

We often hear a voice from consumers: "in the epidemic, you can only sell clothes, do you care about our mood?" There is no mistake in marketing, but we should reflect on how to really take customers as the core, care for and care for customers, and provide comfort and care beyond clothes to truly get customers' hearts.

We should also consider the interests of partners and franchisees rather than pursuing the maximization of enterprise interests. Only when we work together and share hardships, will a solid and healthy cooperative relationship last long.

Under the epidemic situation, not only the fashion industry, but also many industries are facing difficulties. At this time, cross industry interaction and cooperation can be achieved. On this basis, it is logical to build new advantages of cross-border interconnection and IOT in the future.

　　 Believe in fashion power

After the outbreak, excellent enterprises feel more urgent and want to recapture the loss of the epidemic. At the same time, they are more willing to take the opportunity of changing the future from the future. In 2013, the first year of the electricity supplier was spawned after SARS. After the epidemic in 2020, it will also be the first year of the new fashion retailing, and also the birth of the new fashion consumption era.

People oriented digital management is a strategy that fashion enterprises can't afford to lose. Enterprises must take the lead in grasping the wardrobe of consumers. In addition to making every effort to help customers get the goods without pressure, proceed wisely, and further imagine how to solve the troubles of customers after purchase. This will be the blue ocean of fashion industry. The era of fashion and new consumption will be the era of AI and humanized service, and the boundary between e-commerce and entities will gradually be blurred. In the era of 5G, from the Internet to the Internet of things, the industrial boundaries will no longer exist, and the integration of different industries will become normal. In the future, the fashion industry must enter the real channels from multiple channels, and all channels can be completely opened up online and offline, so that goods, information and prices will be synchronized, so that consumers can get rich and ultimate consumption experience.

　 Tang Minyi, President of Guangdong Clothing Culture Promotion Association

　　 Social networking providers have more imagination

The epidemic made winter clothes "perfect missing" during the golden week of the Spring Festival. And spring clothes are new, and now goods are already in the library or even in cabinets, and marketing promotion has also been invested. Even if the epidemic is lifted, the panic will continue for some time, so it is certain that the sharp decline in spring sales is a foregone conclusion. From the time point of summer sales, the impact of the epidemic on summer sales in the offline channels is mainly concentrated in the early stage, but the economic downturn and phased consumer demand decline, and the summer sales decline under the offline channels is also certain. However, the retaliatory consumption of the offline share shift and the epidemic situation during the epidemic period may also be a good thing for online summer clothing.

Under the epidemic, most of us can only stay at home and contact the outside world through the Internet. About 40000000 people watched the construction of the Fire Mountain hospital through the live broadcast. About 20000000 people watched CCTV reporter's interview with the Red Cross of Wuhan. The epidemic situation was a catalyst and lever. It accelerated people's attention to the direct broadcast of the network. I believe that more electricity providers will transform into a live social interaction like jitter, Taobao and Taobao in the future. Electricity providers, to create personal IP. The 5G era also provides good infrastructure and conditions for the development of social business. It is predicted that 2020 will be the year when the social electricity supplier broke out. I feel the same way, but this does not prevent every entity store or shop from operating its own acres of land. It will do well in content operation, and turn the store's customers into WeChat friends. At the same time, we can focus on a certain subdivision project through direct seeding, trembling, and quick acting, and even if it can only affect 1 billion 400 million people. One, that's also a huge number. I believe that in 2020, social networking providers can give us more room for imagination.

　 Yang Qibin, President of Hongkong Fashion Designers Association,

　　 This is the inevitability of the new retail era, and also a must for fashion designers.

Under the constant impact of the electricity supplier, the entity store is more difficult to do. The current situation of the clothing retail market is that there is no shopping mall. Even if shopping in the mall is also a meal and leisure, few people will go to the mall to buy clothes. Times are changing, consumers are changing, new outlets for industrial development, and the new retail system is no longer simply starting online and offline. The fashion industry should jump out of the traditional retail mode and rethink the future trend of the industry under the catalysis of the epidemic.

Fashion designers have more individualized ideas and have gathered a group of loyal consumers. Compared with traditional commercial brands, designer brands have more advantages in personalization, added value and cultural connotations, and are more likely to transform existing consumers into "iron powder". But designers lack of data and traffic acquisition and management tools. In the new retail and mobile Internet era, how to do content marketing and realize the digitalization of marketing content is the key to connect consumers. For example, if consumers look at and make presumes on their mobile phones, they can get more suitable styles or wear recommendations, so that they can get professional advice from designers, which will greatly help consumers to improve their stickiness.

To design, publish, place orders, and then sell, the fashion designer's traditional work mode is from goods to people. The biggest inspiration for new retailers is to use C2B's design attitude to place people in the core position. Everything starts from people and starts from consumers. We must fully understand and value the needs of consumers, and our working mode will change from people to goods to the scene again. Designer brand can not only have distinct personality symbols, but also satisfy the needs of most groups as much as possible. Some designers may worry that clothes will lose their style. In fact, there is no need for them. Even if they are basic clothing items, they should first understand the needs of the public and add their own style and unique details. This is a must for the new retail era and a must for designers. When designing, designers can also give full play to their own advantages. The development of some single products as explosive money, designers can provide consumers with single products based on various kinds of wear and combination, to meet more personalized needs, enhance value-added.

At the same time, I suggest that designers should consider the ability to make good use of suitable commercial network platform to solve the problems of C2B development, user flow, supply chain and logistics. The true combination of online and offline is a professional job. Fashion designers need to devote more time and thought to learning and understanding it.

Fang Jianfu, chairman of Macao Fashion Designers Association, chairman of AI smart fashion alliance Council.

Digitalization is the only way:

Most of the key points of traditional fashion enterprises are online and offline. As early as 2013, I advocated that enterprises should walk in parallel and walk on two legs. Today, when I face the epidemic, I want to give the following suggestions to the majority of fashion enterprises.

1, management digitalization. The traditional hierarchical management obviously can not meet the needs of the present. It is the next choice for enterprises to enhance competitiveness through data system to promote enterprise management and promote the digital transformation of business mode, financial mode and decision-making mode.

2, operation digitalization. From commodity development, design to flexible supply chain and production, digital tools can guide every link of production and operation of enterprises, and continue to deepen the application of information, which is very important for improving online operation capability.

3, business digitization. Traditional fashion retail brands tend to focus on "getting into a good market, getting a good location and selling their prices". They worry that the development of online business will compete against the offline businesses. We have done scientific data statistics, analysis and experience for many years, and online and offline correspond to different characteristics of customers. Customers will not overlap, and there will be no conflict between online and offline businesses.

4, contact digitization. Through the private domain or global traffic platform, as many as possible to establish contacts to connect users, and achieve user digitization, truly understand user needs, use digital tools to do well user touch and operation.

Realizing the number intellectualization is the inner strength that the fashion industry must cultivate. Fashion industry, especially garment enterprises, is greatly influenced by season and inventory. Accurate data analysis and management can help enterprises grasp market demand, customer preferences and even market supply. The era of digital intelligence has arrived. Ignoring digital construction will be doomed to be eliminated by the market.

　　 Dong Bo, chairman of cloud dream technology

　　 The epidemic closes a window, digitally opens a door.

Cognitive change and key points

Before the epidemic, many enterprises were hesitant and hesitant about the application of online operation and technological innovation. Always think that many stores and large scale are the key to the profitability of enterprises. Today, many people begin to understand that traffic and operational capability are the most important core assets of an enterprise. Through the epidemic baptism, many clothing brands or retail enterprises will surely begin to invest more in the online industry. But what to invest and how to invest? Is it a small procedure, an online shopping mall or a live broadcast? It is also blind on the choice of channels. In fact, no matter which channel is a tool for operation, imagine that if all enterprises do live broadcast, the energy of the enterprise will be limited, and the customers will also be unable to see their eyes. Enterprises must establish connections with customers through digitalization, which is the key.

　　 Digital operation capability

Whether social networking or community-based operation, it is a change from things to groups of people, from operating commodities to operating users. It will be an inevitable choice to manage and digitally and intelligently the users. Now online passenger costs have exceeded the line, and online traffic is facing bottlenecks. For brands that have not been contacted online, the cost of acquiring users is higher, and the ability of users to operate is also poor. So, in the end, they may not only earn money but also lose money. Only by refining the division of labor through technological means and building the advantages of our digital operation capability can we remain undefeated in the future competition.

　　 User IDEA

A great advantage of traditional offline businesses is that they can reach many offline users at low cost. How can we precipitate and operate these users through technical means and digital tools? We should have the thought of "user IDEA":

1, user identification (Identification), through user identification, to achieve the digitization of people, goods and behavior; 2, user retention (Deposit), through content marketing and upgrading experience to improve user retention; 3, user touch (Engagement), using technology tools to reach users in the whole area; 4, user analysis (Analysis), through user data mining analysis, create more value.

Digital technology tools are indispensable in this area. The fashion industry itself is a visual oriented industry. Online shopping is a static picture, we can see more real clothes, but these products are still limited to our own. The use of digital tools enables users to analyze user needs more accurately, provide more effective recommendation and intimate services, provide real online experience, and establish connections between users and businesses, goods and services through multiple purposes. With the power of science and technology, online and offline layout is the capability that retailers must have. This is not only the creation of core service capabilities, but also the shaping of future competitiveness.

　　 Wo Mei preferred chairman and community marketing expert Tang Xiao.

Reexamine the online, make good use of high technology and do well fission:

1, from "operating goods" to "operator". Whether it's a physical retail store or an online business, we are putting the product online or offline, which is actually a porter of the product. Now we should pay more attention to the various needs of customers from the perspective of private sector traffic or community. For example, besides other clothes, there may be other needs. When our crowd is more concentrated or focused, we will also provide products to him to improve our product positioning and the diverse needs of consumers.

2, from "traffic" to "user time". In the past, as long as we had generated sales with customers, we basically had nothing to do with customers, but now we only have to maintain long-term and continuous links and communication with our customers, so that we can continue to provide value or repetitiveness to provide value for him. From the past flow thinking to the traffic conversion rate, we must have the idea of preempting user time. The money we earn now through a client may be worth the money we used to earn in 10 or even 30 customers. Even without time and energy, people who can't afford to hire people can turn their customers into friends through online communities, or turn friends into their own business partners.

3, live a good breakthrough. I find that many enterprises are doing live broadcast, including letting their own guides and even the boss personally play the live broadcast. After the outbreak, a lot of enterprises will pay attention to live broadcast. In this process, through the public domain or private domain, we should build our own image with live broadcast, and form our own private community. In the past, we have been buying and selling relations with our customers. Besides the relationship between buying and selling, social new media can also turn into selling or selling relationships, or buying and buying relationships. We turn customers into our sellers again, and these users and all channels or sellers who split up can bring us more business.

4, no boundary stores. When sharing the development trend with agents, we put forward a concept that we can open a clothing store without clothing or a shop without borders. The physical space under the line is limited, maybe only a few or dozens of clothes, but the mobile terminal can be infinite. In the future, through offline community experience and drainage, we will use the mobile phone end to form data of consumers' body and preferences, and then use the online community or private domain traffic to stabilize the relationship between merchants and customers, and form a continuous online consumption.

　　 Liu Xiaoping, chairman of riddle costume (Ruyue dress)

Solve the problem of cash flow, etc.

The fashion industry is now feeling like a roller coaster, but in general it is still in a low state because clothing is not just needed at this node. In the face of the impact of the epidemic, the decline in market sales and the price competition brought about by inventory transfer are likely to cause the industry to enter a bad currency to drive out good money.

Garment enterprises will face great challenges in 2020. How to deal with this challenge? I think from the perspective of clothing brand, it is to solve the cash flow problem. No enterprise can ignore it and must pay attention to the problem of cash flow.

To increase cash flow is to turn inventory into cash; the two is to reduce capital turnover; the three is to reduce discretionary fixed costs, and discretionary fixed costs include advertising, R & D, training and so on. Reducing discretionary fixed costs means that enterprises may enter a state of 1.5 hibernation. Enter the semi hibernation state, so that the turnover and running speed of enterprises will slow down and wait for the winter to pass. There is another kind of voice that simply does not work and completely discarded the burden, but I do not think this way can really solve the problem effectively.

Now, not only for the clothing industry, including catering, and many other industries, Sichuan is a very important market. The turning point of this market comes from the Wenchuan earthquake. This catastrophe will have a great impact on the psychology of consumers. The result of that time is the rapid recovery of the entire Sichuan market after the earthquake. In the long run, I would be optimistic about whether Hubei market will be like the Sichuan market. But in the short term, I think we must see how to grasp the cycle and rhythm. It is crucial to do anything well, and when and when to do something is particularly important in today's epidemic. Under such circumstances, enterprises should maintain close ties with industry and media and keep abreast of market trends. Two, we need to cut down expenses and solve the problem of cash flow, first save lives, let enterprises enter a state of immortality, and gradually cure diseases; three, we must spend time with employees and partners, and so on.

　 Liu Huabin, chairman of Hua Yi (Shenzhen) Marketing Data Services Ltd and senior partner of Taobao live broadcasting base.

Using social business to turn crisis into opportunity

First of all, we should see that the impact of the new coronavirus infection on the pneumonia epidemic is short in 3 months, and long in 3 quarters. Secondly, we should also see that crises can be turned into "crises" if they are properly handled. The way out for the fashion industry to get out of the crisis is as follows:

First, support online dividends.

(1) expand sales channels and speed up sales. Through the net live broadcast, social networking, new ways of official website touches the net, selling products on the Internet is imperative, breaking the restrictions of region and store, and getting more exposure opportunities.

(2) small programs can be developed for large brands (many stores across the country). UNIQLO double eleven can also ensure that the distribution speed is smooth. Online orders are automatically allocated to the nearest offline stores, and the O2O closed loop is achieved through offline store distribution.

Two, training staff. In the off-season, we should increase the intensity of staff training so as to fully prepare for the rebound of the fashion industry after the epidemic.

Three, develop relationships with customers. When users can't get to the store, they must maintain a high frequency interaction with users through online mode (community, Saas).

Four, change the production line. In order to make up for a large gap in domestic masks and protective clothing, the production line is changed into production masks and protective clothing. YOUNGOR and Qipai are on the way.

Five, upgrade products. It is expected that there will be a long time to fight against the epidemic. It is not the same thing to get back to the bottom of the line. In addition to focusing on how to sell goods, the fashion industry also needs to think about how to upgrade products in a timely manner.

Six, find landlords to talk about rent relief.

As a senior MCN member with some influence in China, I want to talk about how to help the fashion industry fight against the epidemic from the perspective of net red live broadcast.

Since February 2020, when the new coronavirus infection pneumonia epidemic was judged by Zhong Nanshan as a "human transmission", the impact on the life of the whole Chinese people has been deepened, especially for people to become more and more habitual. Once habit is formed, it will tend to continue. This will bring unprecedented opportunities for the development of the online industry chain. The epidemic will help to promote the trend of social business and speed up the live broadcast of the network.

The MCN industry has entered a flashpoint. (1) according to the "2019 China social networking industry development report" recently released by the China Internet association, it is predicted that the scale of China's social e-commerce market will exceed 2 trillion yuan in 2019, an increase of 63.2% over the same period last year, and the number of employees will reach 48 million 10 thousand, an increase of 58.3% over the same period last year. (2) focus on the "one hundred thousand yuan" market of her economy, and Li Jiaqi and Wei Ya have proved their GMV explosion. In 2018, Taobao increased its monthly growth rate by 350%, pulling GMV by 100 billion in the whole year. The live broadcast of Taobao also shouted the slogan "3 years GMV break 500 billion". Let's assume that Taobao's live broadcast led to 500 billion of GMV in 2021. According to industry experience, assuming that the MCN platform has a Taobao distribution ratio of 10%, it is expected to open 50 billion of the market space. (3) under the fashion industry, it is cold. With the help of live webcast, online small programs and social business, cloud shopping will become the mainstream of the future.

　　 Dr. Wang Xiangsheng:

Every difficulty is a review of the enterprise. Every adversity inspires a new generation of strong men. The fashion industry has gone through more than one storm, and can still survive and grow, and contribute greatly to the development of the country, the social economy and the people's livelihood. The people of the whole country are working together to tide over the difficulties, and we will go out of the clouds and shine the sun.

Believe in the future and believe in the power of fashion!