Did The Clothing Industry Open The O2O Era And Really Fight Over The Physical Stores?

With the rise of "Internet +",

Instant detonating consumer demand online, in just a few years, the apparel business platform grew rapidly, and the scale of the industry expanded rapidly.

But behind this hot line is the fact that the clothing store is struggling.

Some economists even predicted that "shoes and clothing stores will disappear about 50% within five years".

According to Rui Yide, China commercial real estate research center, since last year, 38 large chain department stores have been clearly closed, including Beijing, Hangzhou, Qingdao, Tianjin and other cities.

In the face of this situation, many people think that e-commerce is a competition and diversion, resulting in reduced sales and declining sales.

From the data point of view, the national retail sales volume increased by 38.5% in the first half of May this year, which is 5000 key points in the whole country.

Enterprise 34 percentage point; from the perspective of popularity, relying on the "double eleven", "double two" online shopping carnival, Tmall, Jingdong and so on gathered a large number of "fans", some electric business day sales and even more than some physical stores for a year's income, young people gradually become accustomed to "light mouse, easy shopping" life.

To this end, Chen Yanfei, founder of Casablanca, has expressed his view: "the physical condition is sluggish, the electricity supplier is an important factor, but it is by no means the only factor, which causes many difficulties in the entity store, such as slowing down the growth of household consumption, slowing down the growth of household consumption, changing the mode of shopping and sales mode by electronic payment, but more importantly, in the face of the impact of the electricity supplier, many offline stores do not act, and in the case of their price and commodity categories, they are still tired of innovation, maintaining the status quo, serious homogenization, paying no attention to the shopping experience of customers, and even some entity stores still have the arrogance of the online business.

That kind of aging entity shop must have been eliminated from society early.

Nowadays, the low ebb of a physical store does not mean that it will tend to die out, but a period of intense adjustment and pformation. Whoever can adjust and adapt to society first can survive. "

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It is understood that Casa Blanca was founded in 1999 in the fashionable country of Italy, and after 5 years of fashion dyeing, it landed in China in 2004.

With its distinctive dress features, exquisite workmanship and precise grasp of the international fashion trend, Casa quickly opened the Chinese market and became the first brand in China.

In the face of many women's clothing colleagues who are disheartened by the physical shop, they have been weakening the line to protect themselves. Casa still keeps optimistic attitude. Instead, he practices the sink of the channel and opens more and more shops in the two or three tier cities. Now Casa has taken the lead in the women's clothing market in the two or three tier cities.

"Online e-commerce has the incomparable advantages of physical stores, but offline stores also have unique advantages.

With the development of society, people's consumption patterns are diversified. Some consumers like to shop at home and enjoy convenience, but some consumers prefer shopping to shopping malls. The latter can satisfy the social needs of shopping, entertainment, leisure, catering and travel together, as well as consumers' instant need to purchase, own and use commodities.

And for many women, shopping is not just shopping, but also a lifestyle and spiritual consumption.

Therefore, the development of online e-commerce, the unique advantages and role of the entity store can not be ignored.

So under this opportunity, whoever can be the first to pform and dare to innovate, will be able to successfully break through and win the future.

Chen Yanfei explained.

As Chen said, Casa is actively pforming the entity store under the expansion line, combining the "Internet +" to complement each other and deeply integrate. Through the official website, WeChat, online shops and other online media, a complete customer management system is established, recording customer information and needs, and analyzing consumer changes through big data technology.

So as to carry out offline self optimization.

Webmaster statistics in service optimization, Casa through a series of network media to narrow the distance between customers, and combined with online different theme activities, the first time to send preferential information to consumers, and even began to try "online launch, offline shopping", "offline experience, online ordering" and a series of service mechanisms; in fashion and fashion, Casa got the change of consumer preferences through online big data, so as to adjust the style fabric and the main trend, so as to attract consumers.

"Quick replenishment", according to the market reaction, carries on the fast change of the replenishment variety, thus enhances the circulation, reduces the stock.

Today, Casa Blanca has completed the offline self optimization, and has successfully broken through the online women's clothing store. Its offline performance has maintained steady growth. Taking this year's example, Casa's net profit increased by 30% over the same period last year. In the two or three tier cities, women's clothing ranked the top five, and the top three in some areas.

In the future, Casa will continue to plough deep. "

The market will strengthen cross-border cooperation with entertainment, leisure, health, film and television, and TMT, and build China's largest fashion industry ecosystem.