Apparel Industry: Constantly Need to Create New Consumer Needs

In the first quarter of 2016, the retail sales of apparel products of the 100 major large-scale retail enterprises in the country decreased by 5.1% year-on-year, a deceleration of 9.0 percentage points from the same period of last year. Among them, retail sales in March decreased by 3.8% year-on-year, and the rate of decline was 0.7% higher than the same month of last year. The reporter noticed that in the first quarter, the sales volume of all kinds of major retail enterprises in the country fell by 0.5% year-on-year, and the growth rate was 6.4 percentage points lower than the same period of the previous year, of which, retail sales of clothing rose by 8.2% year-on-year in March, which was a year-on-year increase. It was 4.9 percentage points higher over the same period.

Sun Xun, researcher of fashion research institute You Sunhui, frankly stated in an interview with reporters that for a long time, everyone was talking about a problem, that is, the growth of the performance of the main business of traditional enterprises was weak. Where did the problem lie? In fact, the answer to the question was very good. Simple, it is the enterprise's own ideology that has a problem. As we all know, the market demand is always there. This is the interest cake under the dividing line of the Internet. Moreover, the Internet did not create any demand at all. The Internet's approach was simply to cater to consumers' shopping habits, and it was also stimulating consumer's desire for consumption. The demand is there, but you don't see it.

In the past, those customers who had recognized your brand may once have been your loyal fans. However, in the Internet economy, and the supply side advocates demand-side stimulation of the supply side, rather than the concept of supply-driven demand, the quality of the product itself. Quality, excess production capacity, and manufacturing upgrades have put forward higher requirements. Therefore, sticking to the original product business, whether it will really be favored by a new generation of consumer groups depends on whether your product system and layout can take advantage of the situation.

The "Research Report on China's Internet Consumption Trends in 2015" released by relevant industry consulting agencies shows that the main force of online shopping in China consists mainly of post-70s, post-80s, and post-90s. Among them, after 80's and 90's, although only accounting for 31% of the country's total population, they contributed 55% of China's Internet users and 73% of China's online shopping population. Therefore, on the path of this Internet+traditional fashion, with new thinking and new methods, we must pay attention to the needs of a new generation of consumers, follow the trend, and seize the trend is a wise move.

Through Taobao big data to see, 708,090 consumer characteristics: 70 after the most keen on outdoor sports; 80 after more like online shopping, 90 after the preference for light sports, Chao Fan costumes. 80 after the current consumer groups as the mainstay, the concept of consumption has both the concept of family after 70, the use of functionality, there is also the need to highlight the personality. Therefore, the market does not create new demand, but the traditional retail industry should base itself on the market to understand the future of the main consumers.

When interviewed by reporters, the retail industry expert Yan Guangya made it clear that the essence of the retail industry is to satisfy consumers' needs faster and better with lower costs. Retailers, no matter how they talk about concepts, must reflect products and services. , from the consumer's point of view to return to the essence of the product. Although the cost of consumer acquisition is not necessarily the lowest, it is indeed unquestionable that retailers must use the lowest cost to meet consumer demand.

In Sun Xun’s view, traditional clothing companies are not only opening e-commerce to cater to the Internet tide. If there are no innovations and upgrades to the products, only the sales from offline to online sales will only be There are many more channels. In the final analysis, products are sold. Today's consumers will not buy your products because of your wired channels. Consumers have their own judgments on product quality, individualized differentiation characteristics, and self-requirements. Therefore, the final look is still whether you are selling a new generation of consumer groups.

Under the new economy, the driving force for the growth of consumer goods has gradually shifted from demand to subdivision, professionalism, and innovation. B-side mergers and acquisitions will bring about overall efficiency improvement and scale effect growth. The lean innovation and refined division of labor will bring more opportunities for industrial integration and reconstruct the industrial chain value system to increase market share. Therefore, mergers and acquisitions integration and brand integration stores will become an important focus of the future retail supply side. Whether it can capture and cater to demand and can seize new investment opportunities is also a daunting test for traditional retail companies.