In the past two years, with the upgrade of “new retail”, China’s clothing industry is quietly undergoing changes. The post-95s and post-00s generations have become the main force of new consumption. They grew up in a favorable environment and were influenced by avant-garde variety shows. Their concepts, awareness and methods of clothing consumption have changed.
Therefore, new market demands are also changing. China’s clothing industry is constantly making new breakthroughs. What are the specific new development trends? Let’s take a look.
1. The rise of market segments
The development of the apparel industry is affected by various social factors.
For example, the “running economy” has brought about the performance growth of sports brands; the implementation of the “comprehensive two-child” policy has accelerated the development of the children’s clothing market; people’s emphasis on underwear has increased. Promotion has brought about the development of underwear brands…
The fiercely competitive market conditions make market segmentation inevitable, and the clothing industry To develop, we must make adaptive adjustments to market segments and plan ahead to seize opportunities and break through the current bottlenecks we face.
2. Online and offline integration into one
Jack Ma He said that the era of pure e-commerce is over, and the future is an era that tests the integration of online and offline resources. Therefore, the new retail era with no distinction between online and offline has quietly arrived!
This is a change brought about by the new retail era. In the future, the sales thinking of the clothing industry will change. Standing on the side of customers Think about issues from a customer perspective, be customer-oriented, and provide products that customers want.
3. Consumer groups are becoming younger and more personalized
China It has gradually become one of the largest clothing consumer markets in the world, and the new middle class represented by the post-90s and post-00s are becoming the main consumer force of the era. They have the characteristics of independence, self-expression, dare to accept new things, and have a good grasp of trend information. own unique perspective.
Domestic shoe and clothing brands, led by Heilan House, have moved closer to young consumers. Luxury brands such as LV, Chanel, and GUCCI also bowed to traffic in 2018, replacing the Chinese consumers. A spokesperson that the Millennial generation loves to pursue.
The transfer of younger and more personalized consumer groups provides good opportunities for the rebranding and rebirth of clothing companies.
Brands should seize the opportunity and pay more attention to data analysis to track consumer preferences, make adjustments to their own designs, and increase personalized experiences.
4. New consumption patterns are gradually taking shape
The changes of the times, As consumers become more and more rational, price will no longer be their primary criterion when deciding whether to buy, and consumption upgrades will follow.
The apparel industry has returned from the commodity era to the product era. The price-performance ratio of goods will enter an era of extremes. Consumers no longer pay for excessive premiums, but are more willing to pay for hobbies and interests.
If price is no longer the primary criterion for deciding whether to buy or not, that is, consumers will become more and more rational, so the survival consumption demand will transform into improvement demand, and material consumption will shift towards Service-oriented consumption has changed, and new consumption patterns have quietly formed.
5. Complete transformation of channels and original operating models
Smart supply The empowerment of the chain has caused the clothing channel level to be extremely compressed, and the chain from factory to consumption will also be infinitely shortened.
Market and consumer demands promote multi-brand, full-category, one-stop collection stores that can meet diverse shopping needs, have incubation functions, and have a strong sense of experience. lifestyle collection stores are showing good momentum of development.
In the future, collection stores may be the focus of shopping mall investment.
6. The era of self-media is a foregone conclusion
Post-90s and The new trendy group formed after 2000 is highly dependent on the Internet, and traditional media channels such as print media can no longer attract their attention.
On the contrary, the rapidly emerging social networks are the most effective way for brands to vertically target young audiences.
Many consumers will choose to follow the advice of influential KOLs like Weibo influencers, whose opinions may be more authentic to them than traditional corporate advertising.
For the clothing industry, clothing advertising must shift from advertising to selling and pleasing customers, and pleasing customers with heart will become the key point.
Brands or terminal stores can become self-media, create their own circle of friends, interact with customers in various aspects, and form customer loyalty.
7. The rise of the fan economy
What girls say is “”Ghost” Li Jiaqi is currently a hot KOL. He sold 10,000 bottles of sunscreen in 18 seconds, and has a super sales ability of 3.53 million in 5 and a half hours. He has successfully explained what “the one who wins fans wins the world”.
The fan economy has emerged. It hides the functions of products behind it, puts emotion first, and achieves rapid sales of goods.
8. The trend of visual marketing is more obvious
Promoted by efficient data transmission of 5G technology With the development of video marketing, the role of visual marketing VMD will become more obvious.
Excellent visual creativity can make the store more beautiful and differentiated, and enhance consumers’ recognition of the brand. knowledge and interest, enhance brand influence, and help brands or stores go further.
9. Comprehensive upgrade of artificial intelligence in the clothing industry
It is understood that up to 75% of fashion retailers have invested in artificial intelligence in 2018, and fashion companies like Zara use Artificial intelligence is used to assist creativity, design and product development.
Screen large amounts of data based on algorithms to predict which products consumers like most. It is not difficult to see that the future of clothing Consumption will be infinitely close to “personal customization”, with outstanding personalization.
10. IP Empowerment
Nowadays, IP co-branding has become popular in all walks of life. More and more brands have applied this trend. In this way, 1+1>2 can be generated Effectiveness.
In the era of super IP, rich, multiple, fresh, scene-based, and limited-time concentrated bursts are the real self-ignition detonation strategies.
With the changes in consumer and market demand, the transformation of the clothing industry from the traditional retail model to the new retail model has become inevitable. </p
