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"Dress buys a hand to groom " " dress commodity knowledge: Dress outline with edition "
Participator
Cold Yun vogue encircles 5 groups group of friend
Time: 2018.09.09
This second suzerain: Triumphant beautiful - Hangzhou - 5 groups deputy group advocate
Suzerain brief introduction
The Xiaobai that graduates one year, anthology of self-supporting project life buys Yin Tai hand.
Discussion outline
01
What characteristic does new generation consumer have?
02
Of the brand change with development;
03
What place does well-done enterprise have to you can learn?
04
What can we learn from other industry?
Foreword
New middle class is young, fashionable, have energy, had sufferred life of character of higher education, pursuit, pursuit to experience. While they have very strong purchasing power, pursuit experiences, reject blind luxury, emphasize a gender valence comparing and character.
Look now from population structure, 80 hind, the backbone power that 90 epigenesis consume for the society. At the same time the middle class consumes 23 lines rise abruptly, current, middle class number takes 234 lines in produce total number proportion 60% , and to 2022 this one value will be achieved 84% . Compare at crowd of a gleam of, crowd life pressure is produced in 234 lines smaller, can control consumptive expenses to hold gross income proportion taller, consuming market structure in the change, gradually predominate consumes a crowd.
Today, we will be flooded through contrast in tide old model enterprise and tide brand, will discuss how to capture the heart of new era consumer.
How is new generation customer held in fashionable industry?
All discussion content represent point of view of the person that make a speech only under, do not represent this platform point of view.
One, the characteristic of new generation consumer
A
What change did the idea of consumer produce?
Discuss as follows:
Kerry Wuhan VM
Z for generations (90 years - a general designation that is born after 2000) millennium generation (2000 - 2010) alpha generation (2010 - the child that was born 2022) .
Triumphant beautiful Hangzhou 5 groups deputy group advocate
What change did the consumptive idea of people produce now?
Li Xiaolong - Wei lane - 2 groups deputy group advocate
Go after individual character quite.
Alice- - Guangzhou- - agency
Accord with him individual character, is not the opinion that cares about the parent.
Fruit fruit - Chengdu - commodity
It is a center with ego.
Alice- - Guangzhou- - agency
Also not be famous brand certainly, like to have the thing of own attribute.
Stylist of Hangzhou of blueness high mountain
On the line many.
Alice- - Guangzhou- - agency
Now is the line goes down to try for the most part, buy on the line, have privilege after all.
Li Xiaolong - Wei lane - 2 groups deputy group advocate
On the line many, but also can buy below the line.
Triumphant beautiful Hangzhou 5 groups deputy group advocate
Everybody 99 shopping section chop hand?
Alice- - Guangzhou- - agency
Without, 99 shopping section does not have appeal, I should wait double 11.
Triumphant beautiful Hangzhou 5 groups deputy group advocate
Millennium generation (80-95) , z for generations (95-00) fall seismic sea wave of population of be involved in, according to WGSN the report shows, their common feature has: Contempt is traditional, have oneself regulation, be most individualizing generation.
Fruit fruit - Chengdu - commodity
But on-line returns money rate is high also.
Triumphant beautiful Hangzhou 5 groups deputy group advocate
What does everybody compare dutiful brand to have again?
(the picture comes from static how " static install woman illustrated handbook " )
Retail trade of garment of Tianjin of large coconut tree
Nevertheless every come out new generation person can say to despise a tradition, individualize.
Triumphant beautiful Hangzhou 5 groups deputy group advocate
Individualize, chase after card games not blindly.
Alice- - Guangzhou- - agency
Athletic brand should be met prefer, the price is not expensive, it is campaign plays.
Triumphant beautiful Hangzhou 5 groups deputy group advocate
New always is to be in overturn traditional, promoting development.
Ling Xin - Guangzhou - the design supplies chain
Regard a dress as the person, I do not have dutiful brand, see character and sheet taste a style to whether suit only.
Retail trade of garment of Tianjin of large coconut tree
This follows located age paragraph relative, matter with environment of state of mind, society.
Beijing plane designs Cui Jiang
Does the youth like open trademark?
Triumphant beautiful Hangzhou 5 groups deputy group advocate
What feel the shoe of those athletic brands compares female shoe shop now is much more good-looking.
Retail trade of garment of Tianjin of large coconut tree
So triumphant beautiful saying new generation customer, show the age is lighter, had risen abruptly or consuming brunt group in what rise abruptly.
From these the picture can see, the consumptive feature of new middle class: Young, vogue, have energy, had sufferred life of character of higher education, pursuit, pursuit to experience. Have very strong purchasing power while, pursuit experience, reject blind luxury at the same time, emphasize a gender valence comparing and character.
1, from the point of population structure, 80 hind, the backbone power that 90 epigenesis consume for the society. At present 80 hind consumptive crowd is made an appointment with 210 million, 90 hind 16% what consume a group to occupy Chinese total population, their consumptive ability and consumptive desire are stronger. Predict 2030, they always consume contributive China the 20% above of growth, prep above someone else buccal category.
(the picture comes from static how " static install woman illustrated handbook " )
2, the rise that the middle class consumes 23 lines. Current, middle class number takes 234 lines in produce total number proportion 60% , and to 2022 will, this one value will be achieved 84% . Compare at crowd of a gleam of, crowd life pressure is produced in 234 lines smaller, can control consumptive expenses to hold gross income proportion taller, consuming market structure in the change, gradually predominate consumes a crowd.
(the picture comes from static how " static install woman illustrated handbook " )
3, pay attention to consumption more additional cost. At present the consumptive idea of people is experiencing the demand from corporeal sex, foundation sex to upgrade to the demand of mental sex, expansibility stage by stage. Here period falls, people pays attention to character, Yan Zhi, experience, service more, price of and rather than is oriented.
Current, the content that gregarious media produces enters big burst period, people can accept various new plan article everyday, refresh is worn of people aesthetic, the aesthetic level of social whole as gregarious media gain ground and promote. The promotion of the rapid development of artificial intelligence and people living standard, consumer has an opportunity to experience more products and service, sexual price is compared is not the factor that people considers above all instead.
(the data comes from institute of smooth old negotiable securities)
4, disappear person individuation, label is changed. Present mainstream consumes interval, it is actually 85 -- 95 hind this group. They buy commodity to value backside more " label is changed " attribute, namely commodity can stick what kind of label to oneself. For example, a lot of schoolboys like to buy the shoe of AJ now, a pair of shoe thousands of, be because are the quality of shoe and easy measurable,merely? Not be actually, however the ticket that this pair of shoes gave me to affix a wet person. Can give the brand of oneself and consumer labelled, brand force is very strong, so we can see a few small numerous, fashionable wet card grows to be world famous brand, install De Ma for example.
We also can draw lessons from western country, the development course such as Japan. Situation of present China and their 779 time consumption is similar, the consumer to cater to above is idiosyncratic, put forward now new retail this concept.
Fruit fruit - Chengdu - commodity
Really, present consumer takes character and experience seriously more.
Triumphant beautiful Hangzhou 5 groups deputy group advocate
Does everybody feel new retail be how?
Fruit fruit - Chengdu - commodity
Whole trench member, digitlize battalion carry.
Foreign trade of Vincent Zheng Shanghai and fashionable hatch implement
@ triumphant beautiful Hangzhou 5 groups deputy group advocate | Buying AJ is brand effect.
Triumphant beautiful Hangzhou 5 groups deputy group advocate
New retail point to the operation way that leaves interactive confluence through the line on the line namely, go to the experience of electric business and advantage play hypostatic and retail in. Let consumer can get the line falls already ' look so that see to be being felt ' experience advantage, can enjoy the price like electric business again. New retail, so called " new retail " (New Retail) it is the confluence below the line on the line actually.
The Babaji in A is round presiding apparitor Zhang Yong thinks new retail it is business restructures: Use Internet and big data, will " person, goods, field (setting) " the process that waits for traditional business element to undertake reframing, include to reframe pull current Cheng, reframe the relation of businessman and consumer, reframe consumptive experience.
Triumphant beautiful Hangzhou 5 groups deputy group advocate
Foreign trade of @Vincent Zheng Shanghai and fashionable hatch implement | Wet card can bring people sense of a kind of self-identity.
Alice- - Guangzhou- - agency
I feel new to retail likelihood returns insufficient maturity.
Fruit fruit - Chengdu - commodity
A lot of company is undertaking now new developed retailly.
Brief summary
The consumptive feature of new middle class:
1, young, vogue, have energy, had sufferred life of character of higher education, pursuit, pursuit to experience. Have very strong purchasing power while, pursuit experience, reject blind luxury at the same time, emphasize a gender valence comparing and character.
2, from the point of population structure, 80 hind, the backbone power that 90 epigenesis consume for the society.
3, the rise that the middle class consumes 23 lines. Current, middle class number takes 234 lines in produce total number proportion 60% , and to 2022 will, this one value will be achieved 84% . Compare at crowd of a gleam of, crowd life pressure is produced in 234 lines smaller, can control consumptive expenses to hold gross income proportion taller, consuming market structure in the change, gradually predominate consumes a crowd.
4, pay attention to consumption more additional cost.
2, about flooding the company in tide
A
Line of business of 100 beautiful shoes
Everybody has a few very popular before brands, begin decline now?
Alice- - Guangzhou- - agency
100 beautiful press a lot of.
Triumphant beautiful Hangzhou 5 groups deputy group advocate
100 beautiful, original shoe king.
Alice- - Guangzhou- - agency
Say to have a deficit every time.
Alice- - Guangzhou- - agency
100 beautiful a lot of subsidiary, child brand, pattern is too traditional, not trendy.
(class of the 100 brands below Li Qi is ordinal, the picture comes from MAIGOO)
Kerry Wuhan VM
The product did not catch up with tide.
Triumphant beautiful Hangzhou 5 groups deputy group advocate
Streak bought 73 hours before, begin from 2012, the channel below retail line turns to shopping centers, electric business rises gradually, and the sea city of 100 beautiful shops bazaar of each big general merchandise, manage become increasingly difficult. Can see on public data: From 2014 money year since Q3, its are recorded so that 13 quarters enjoy growth with inn sale, its share price also is being decreased with day all.
2015-2016 money year, 100 beautiful amount of put up the shutters achieves 366. From " two days open a new store " to " two days close one door store " . In addition, still have 100 beautiful oneself problem, namely brand ageing and public praise problem. In consumption big environment falls, consumptive ability of the female and savour be in producing change, 100 beautiful design and design cannot have satisfied at female user " consumption upgrades " . In price about the same premise falls, they aux would rather go choosing to design the brand of small numerous stylist with stronger capability of noveller, innovation or foreign brand.
Stylist of Hangzhou of blueness high mountain
Early Buddhist nun of the assist red slave previously, class road, now also is downfallen.
Triumphant beautiful Hangzhou 5 groups deputy group advocate
Caught up with reforming and opening, but innovation capacity is insufficient, was flooded by times onrush.
Fruit fruit - Chengdu - commodity
ESPRIT, Ai Ge.
Triumphant beautiful Hangzhou 5 groups deputy group advocate
Ai Ge still has in bazaar see, is it washed-up also?
Fruit fruit - Chengdu - commodity
The position inside bazaar and area and cannot be the same as day so and language, the main ark that is bazaar so, now is to be in by the side of on horn.
B
Zhen Weisi
Triumphant beautiful Hangzhou 5 groups deputy group advocate
Still have another, zhen Weisi. Since 2013, zhen Weisi cuts down the member of persons employed 6000 much people, put up the shutters many 1300, outstanding achievement glides 65% .
(The picture comes from Baidu)
Alice- - Guangzhou- - agency
Zhen Weisi has impression, but saw rarely now.
Triumphant beautiful Hangzhou 5 groups deputy group advocate
Zhen Weisi should be have in all 90 memory after.
Fruit fruit - Chengdu - commodity
True Wei Siyuan comes on each shopping mall of big city is large street store.
Kerry Wuhan VM
Assist red slave is like also is, disappeared quickly.
Fruit fruit - Chengdu - commodity
Still have class Buddhist nun road.
Triumphant beautiful Hangzhou 5 groups deputy group advocate
Be in early Zhen Weisi held water 2009 " branch of trade of Zhen Weisi report " , operation of independence of the business on the net, basically be the end goods that helps hypostatic inn had handled season, acted " go inventory " accessary part, with the business of dark horse cable of independent operation the sale photograph of 5 billion was compared 2017, be failure undoubtedly.
Retail trade of garment of Tianjin of large coconut tree
Zhen Weisi is not 90 hind ability some oh.
Triumphant beautiful Hangzhou 5 groups deputy group advocate
The manner that everybody discovers to Zhen Weisi handles electric trade treats the manner of electric business at the beginning like us, feel electric business handles defective goods namely. Zhen Weisi locates is famous brand in a popular style.
Fruit fruit - Chengdu - commodity
Zhen Weisi design changes every year without what, basically be continuance design. Did not realize the sale on the line is a trend really so.
Triumphant beautiful Hangzhou 5 groups deputy group advocate
Some earlier year of Zhen Weisi's practice is OK still of tarry consumer, but Internet develops now.
Fruit fruit - Chengdu - commodity
Comply with a trend first only now, seek an opportunity in big trend again.
Triumphant beautiful Hangzhou 5 groups deputy group advocate
Consumer is more and more captious, the choice is increasing, zhen Weisi strategy is adjusted for " famous brand in a popular style " , reduce from famous brand intermediate brand, to 34 lines city and even county mad dilate, this decision brought the high speed that is as long as 10 years to grow for Zhen Weisi, also brought about it to upgrade in consumption the comprehensive be defeated of the times.
Fruit fruit - Chengdu - commodity
Actually Zhen Weisi can continue channel to sink, sink channel, to prefectural class, to town class, will in order to open the way of large store attract a customer.
(the picture comes from Baidu)
Triumphant beautiful Hangzhou 5 groups deputy group advocate
Fixed position does not have pair of faults, of city of same 3-6 line spell great photograph to compare and character, it is successful.
Fruit fruit - Chengdu - commodity
Now well-done with pure wait for a brand, undertake with such means namely.
Triumphant beautiful Hangzhou 5 groups deputy group advocate
Continue to be in county deep ploughing.
Kerry Wuhan VM
And go all out great and same, did this abandon market of a gleam of?
Triumphant beautiful Hangzhou 5 groups deputy group advocate
The road that Zhen Weisi did not come to is returned probably very endless.
Fruit fruit - Chengdu - commodity
And, zhen Weisi is the plant that has his, if design a concept to be able to follow to go up, design- - production- - channel, have an advantage.
Triumphant beautiful Hangzhou 5 groups deputy group advocate
Zhen Weisi is the earliest name, wet fluidity does not follow to go up probably, but if be opposite city of mark 3-6 line, future is considerable still.
Fruit fruit - Chengdu - commodity
Present market, zhen Weisi still gives a shop sign by original train of thought, be too conservative really.
Retail trade of garment of Tianjin of large coconut tree
Since consider a line to go up, have some of conflict with 3-6 line city?
Triumphant beautiful Hangzhou 5 groups deputy group advocate
Electric business also is being gone to now 3, 6 lines go, small shop of what day cat.
Alice- - Guangzhou- - agency
But 3-6 line city does not have money,go buying.
Ling Xin - Guangzhou - the design supplies chain
Channel sinks still is possible.
Fruit fruit - Chengdu - commodity
Still the country cleans out treasure.
Kerry Wuhan VM
Channel sinks should treat target customer group, locate with the product.
Triumphant beautiful Hangzhou 5 groups deputy group advocate
@Alice Guangzhou 5 groups deputy group advocate | Not certain, zhen Weisi's price still can accept to 3-6 line city.
Brief summary
With 100 beautiful for exemple, began 2012, the channel below retail line turns to shopping centers, electric business rises gradually, and the sea city of 100 beautiful shops bazaar of each big general merchandise, manage become increasingly difficult. Besides, consumptive ability of the female and savour be in producing change, 100 beautiful design and design cannot have satisfied at female user " consumption upgrades " . Brand ageing and public praise problem also become increasingly outstanding.
It is with Zhen Weisi exemple, 2009, zhen Weisi held water " branch of trade of Zhen Weisi report " , operation of independence of the business on the net, basically be the end goods that helps hypostatic inn had handled season however, acted " go inventory " accessary part, this is failure undoubtedly.
In addition, zhen Weisi is him fixed position true " famous brand in a popular style " , reduce from famous brand intermediate brand, to 34 lines city and even county mad dilate, this decision brought the high speed that is as long as 10 years to grow for Zhen Weisi, also brought about it to upgrade in consumption the comprehensive be defeated of the times. Zhen Weisi probably city of another second line had done not have position, but actually Zhen Weisi can continue channel to sink, sink channel, to prefectural class, to town class, will in order to open the way of large store attract a customer, city of line of deep ploughing 3-6.
3, about well-done enterprise
A
It is with waxwing exemple, the heart that how captures a youth is tide brand?
Discuss as follows:
(the picture comes from 100 divisions)
Triumphant beautiful Hangzhou 5 groups deputy group advocate
We go in next topic, it what enterprise there is to be done inside course of study is better to what enterprise there is to be done inside course of study? Transition of what company brand still calculates a success, familiar to the ear can of detailed.
Fruit fruit - Chengdu - commodity
Waxwing.
Kerry Wuhan VM
The standing grain inside female outfit is pretty good still.
Triumphant beautiful Hangzhou 5 groups deputy group advocate
What label do you stick to meeting waxwing now?
Fruit fruit - Chengdu - commodity
It is Jiang Zhefeng so, now is to internationalization, roll out a product jointly with Coke Cola.
Triumphant beautiful Hangzhou 5 groups deputy group advocate
@kerry- Wuhan - VM | standing grain still is a very low-key brand.
Kerry Wuhan VM
Those who cross a bound to do is pretty good.
Triumphant beautiful Hangzhou 5 groups deputy group advocate
With the Chinese bicycle brand that has hundred years history " phoenix " collaboration rolls out new series, or very expect this series, hear include to ride to be taken all right not only, glove, guard the clothes inside ride an equipment, still rolled out cooperative money bicycle, the feeling has explode paragraph gene, can you buy sheet this?
Alice- - Guangzhou- - agency
Won't, I buy be to one's profit only suit oneself.
Vicki Wang
Treat a form.
Triumphant beautiful Hangzhou 5 groups deputy group advocate
@Alice Guangzhou 5 groups deputy group advocate | Be like cosignatory price to be met slightly tall.
Retail trade of garment of Tianjin of large coconut tree
Won't, rode a bicycle rarely, wear those are too installed.
Triumphant beautiful Hangzhou 5 groups deputy group advocate
@ Chu Zhenji + Jinan + commodity position | Returning power also is home products.
Triumphant beautiful Hangzhou 5 groups deputy group advocate
Does everybody realize home products clue? For instance bicycle of card of Chinese plum peace, phoenix, return power, the youth still is willing to buy sheet for these quite now, the rise with large quantities of current states.
Fruit fruit - Chengdu - commodity
Change is very big, full blood of sensory China Li Ning revived.
Alice- - Guangzhou- - agency
Li Ning has a feeling very much.
Alice- - Guangzhou- - agency
The kit that sponsors sports contest now those brands are right also.
Retail trade of garment of Tianjin of large coconut tree
Is this kind of special attire to be in what special environment just wears? Although he is wet, also cannot go to work wear.
Triumphant beautiful Hangzhou 5 groups deputy group advocate
Li Ning made wet brand already completely now, is not athletic brand, wet now card is not the brim was changed any more, be in flattery youth, also have good-looking, not exaggerated.
Kerry Wuhan VM
Go to work to ask without what must installing particularly. Can wear commonly.
Triumphant beautiful Hangzhou 5 groups deputy group advocate
Just having a few moneys is notional money, build situation use, fashionable dress also is such.
Fruit fruit - Chengdu - commodity
Now 339 years old a lot of also should wear wet shop sign.
Lys Hangzhou stylist
The price of waxwing compares UR, ZARA wants a bit taller. The price is 499, 599 yuan of upgrade go, waxwing still has men's clothing.
Alice- - Guangzhou- - agency
Peacebird is very pretty good nevertheless.
(the picture comes from Peacebird official net)
Triumphant beautiful Hangzhou 5 groups deputy group advocate
PAECBIRDMEN X Coca-Cola, PAECBIRDMEN X Dishini X Etudes, these collaboration raised the new move of the brand continuously. PB Girls also is a label.
Alice- - Guangzhou- - agency
Very individualize.
Triumphant beautiful Hangzhou 5 groups deputy group advocate
Spend to develop the brand loyalty of young customer, waxwing is adopted further and aggrandizement company group change strategy, emphasize the concept of PB circle.
Triumphant beautiful Hangzhou 5 groups deputy group advocate
Light excessive also wants 1500 above.
Dong Hangzhou stylist
1000 above.
Lys Hangzhou stylist
A jeans of GUCCI 7700, just calculate luxury according to this price.
Triumphant beautiful Hangzhou 5 groups deputy group advocate
If brand force is a few more powerful, waxwing can cast off quick style probably this label.
Dong Hangzhou stylist
Not simple depends on price, each are important at brand itself, the precipitation of time craft.
Kerry Wuhan VM
Discussion brand is being sought update ceaselessly, change, pondering over the thing that exceeds consumer experience all the time.
Is luxury how of confuse the people's minds?
Triumphant beautiful Hangzhou 5 groups deputy group advocate
Of brand of occurrence luxury of China or organic meeting, cent looks domestic and internationally, the development of each different participator experienced light excessive industry to develop level differently, development phase also differs bigger, whole of brand of international light excessive is in more mature development phase; Domestic brand starts later, still be in long-term, but prospective development space is vast.
Next we see these luxury is how of bewitch youth, for instance GUCCI, GUCCI is in of Alessandro Michele of originality chief inspector guide below can saying is real bring the dying back to life.
Street tide, rock and roll the element makes the label with the most remarkable NEW GUCCI nowadays with feelings restoring ancient ways. Michele uses brand-new contemporary tide perspective, guide GUCCI to lift the originality new page on brand history. Also was to joining the GUCCI in hand of Michele of element of a lot of tide to fill fine detail, restore ancient ways, the new label that girl heart made GUCCI; Tiger, bee, snake, animal embroidery ornament is mixed in hand-me-down in deserving to act the role of.
(The picture comes from phoenix vogue)
Kerry Wuhan VM
Yes, to storefront from the product image transformed entirely to promotion.
Triumphant beautiful Hangzhou 5 groups deputy group advocate
Of tide element perfect, the extravagant brand nowadays and what differ before is, before is to use oneself brand glamour to make trend, now is he go catering to tide, use element of tide of a few street to be united in wedlock each other, this kind of gimmick buys the young customer that steps group of contemporary and artistic culture to having tremendous appeal to wanting to be bought through buying.
Brief summary
How to attract the customer of young generation?
1, economy of vermicelli made from bean starch, embrace individual character.
2, business of hug number cable.
3, shopping experience of individuation.
4, tool of the digital media that pull a hand.
3, what can we acquire from other industry?
A
100 beautiful transition upgrades the person of door of woman strike with the palm of the hand with Apple
Next how is we view the retail trade outside course of study done, everybody to malic door inn, where is what impression?
(Apple Barcelona inn, the picture comes from Sohu)
Kerry Wuhan VM
Modern.
Kerry Wuhan VM
In taste newly when appearing on the market, experience the meeting is a bit later oh.
Originality of outstanding Ni Beijing is designed
High-tech.
Triumphant beautiful Hangzhou 5 groups deputy group advocate
Contracted, like to be being waited for in malic inn particularly, new retail plan of the apple is to make a friendly community, also be for the experience below finer line, the apple is redesigning a shop large-scaly, the hope lets them load case " urban square " function. The apple is striding to this target ceaselessly, they began to roll out a name to be in May last year " Today At Apple " activity, this activity pervades distributing the inn of 495 apples door at the whole world.
The apple provides a series of complete new education for circumjacent community dweller and consumer interactive course, cover each topics such as photograph, video, music, process designing, art and design, and invite world-class artist, photographer and musician and customer tell schoolteaching Cheng face-to-face. Current, the apple had provided the originality technical ability that amounts to 60 to differ interactive course.
(the picture comes from Pixabay)
I feel originality these two words, on malic product body gets incisively and vividly now.
Alice- - Guangzhou- - agency
I feel contracted to also suit very much.
Triumphant beautiful Hangzhou 5 groups deputy group advocate
No matter be apple or it is astral Buck, no matter be new-style bookshop or it is urban synthesis, the evolution of the retail trade below the line never backwater passes, and ongoing direction is to be besides the sale abound an experience through offerring, let people can longer stay.
Contention of the discharge on the line of the commercial logic of backside and instantly is similar -- be willing to be contacted with the brand more when consumer when, also had more to reach the chance of the business. Distributing today the 3500 services personnel at global each district, those who design inside will arrive from photography, artistic, music in the professor in the shop all sorts of skill. "Retail trade does not have die out, but the purpose of the shop just sells a thing not just absolutely " , the judgement that malic Ahrendts gives out is direct and essence of life is accurate.
(Angela Ahrendts, the picture comes from Apple)
Here, share a word, also Mr. Leng Yun often cites: "No matter you make which trade, make the opponent of the biggest menace to you truly, it is those you cannot see besides the industry. " -- Kevin · triumphant benefit
Actually of fashionable industry retail with industry of science and technology retail the place that has a lot of likeness, the product strength of the local fashionable dress that can draw lessons from each other designs the promotion of force sale means, changing an angle and train of thought is the product strength that is in company of science and technology then, alternant interface, design force promotion. How does everybody look this a little bit?
Kerry Wuhan VM
It is the industry with very sharp change.
Triumphant beautiful Hangzhou 5 groups deputy group advocate
Attracting a youth this on one hand, burberry also is being done, for instance front time changes Logo, still have Celine of course. Still have a bit very important, fashionable industry can learn like industry of science and technology. It is innovation ability.
Triumphant beautiful Hangzhou 5 groups deputy group advocate
For instance millet conquered with a kind of brand-new means consumer.
Kerry Wuhan VM
Where is what means? How didn't I understand millet.
Triumphant beautiful Hangzhou 5 groups deputy group advocate
The target of millet is the company of global science and technology that the apple is core competition ability this kind with innovating, pass hardware + new retail + the diversity trade pattern of Internet, still extremely high gender price compares conquer consumer intelligence.
(millet author Lei Jun, the picture comes from Baidu)
Before this, traditional business logic can go all out through technology and brand only kill, in some sense, the occurrence delegate of millet is worn brand of science and technology is a few closer from consumer. Supplying catenary to go up, millet grasps all the time hold " petty gain is close friends goods " politic. Although dress and mobile phone industry are endless identical, but this is likewise applicable to dress industry.
Does the politic everybody of millet have had heard of? Mix in goods in stock supply chain management to go up, millet drew lessons from those who wear Er mode to supply catenary government, strive realizes 0 inventory, by need custom-built. Commercial efficiency is low reflect in dress industry for expensive stock, this also is domestic dress business normally most a Gordian knot.
Lys Hangzhou stylist
Release taste newly, open to booking first, be produced according to sales volume quantity next?
Triumphant beautiful Hangzhou 5 groups deputy group advocate
Cent sells the main influencing factor that mode is commercial efficiency. The sale means of millet also differs with manufacturer of traditional mobile phone, give priority to with electric business medium of communication. On one hand millet digs the high grade sheet that supplies catenary to go up to taste ceaselessly, want to change his costume or dress a little only on one hand, can become a cash to shed a product, generate the sales volume of on 100 million every year.
Kerry Wuhan VM
Understandable be core or products plan, the product is excellent, excessive price just can have consumer to buy sheet.
Brief summary
How to promote a brand, capture the heart of consumer?
1. is new retail: The conformity that makes fall with the line on the line promotes Wu of integral efficiency kimono the standard, introduce social function attribute at the same time, promote permeability further through gregarious network.
2. brand builds: Through the acridity mining to consumer assets the brand that help strength is built. Release through new product having on the line for example, group appearance and activity.
3. consumer operation: Enlarge platform consumer dimensions further through a variety of means, offer wider consumer capital fund to disentomb for the brand thereby space.
Suzerain summary
Thank everybody take an active part in, in discussion process, a lot of point of views that everybody offers are worth to be discussed deep. It is I trim summary gain according to everybody's discussion as follows.
Of new generation consumer idiosyncratic:
1, from the point of population structure, 80 hind, the backbone power that 90 epigenesis consume for the society.
2, the rise that the middle class consumes 23 lines.
3, pay attention to consumption more additional cost.
4, disappear person individuation, label is changed.
The enterprise attracts the youth's strategy to have:
1, company group change strategy. Alleged company group a flock of people that the organization that is according to identical be fond of freedom forms. So the company that prospective company organizes group changing also is inevitable trend. Substantially, future is a youth, they being had been being changed stealthily " organization " definition.
2, economy of vermicelli made from bean starch, embrace individual character. The new form spokesman that many extravagant brands search or brand ambassador, not only younger and younger, and between young customer consequence is quite tall. The choice is become because consume a group,Gong Mingxing is young change force luxury brand to undertake sale change, because,be on the other hand consumer people individuation is very strong, be willing to buy sheet for his God only for the most part.
3, business of hug number cable. Internet zoology of China is early surmounted Euramerican, electric business dimensions is already banner more the whole world. Current, numerous and extravagant brand already opened store of day cat flagship. Luxury group is changed to the manner of day cat, because the consumptive behavior of consumer and consumptive habit produced tremendous change,be. So these luxury brands that struggle hard to grow outstanding achievement do not have the crowd that any reason steer clear of consume on these lines.
4, shopping experience of individuation. Advocate personalized millennium generation, accord with everybody's expectation very hard with identical content and experience. How luxury brand is pushed in the light of different crowd ceaselessly send the particularly custom-built, content that has specific aim, have the experience of specific aim, provide personalized experience with this.
5, tool of the digital media that pull a hand. Luxury brand undertakes sale promotion change in star of discharge of the have the aid of on all sorts of digital media rate, this is the way that can get attention and transmission directly most. And the brand can come to specific aim ground according to the character of different platform make sale content.
Summary arranges: Triumphant beautiful - Hangzhou - 5 groups deputy group advocate
Ruizhi Sheng
Aurora- Shanghai - student
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