Garment Industry: Channel Integration To Enhance Consumption Experience

The State Council recently issued the guiding opinions on actively giving play to the new consumption guiding role and accelerating the cultivation of new supply new power. It clearly pointed out that the new consumption, which is mainly focused on upgrading traditional consumption and upgrading new consumption, especially in the key areas such as service consumption, information consumption, green consumption, fashion consumption, quality consumption and rural consumption, will lead the rapid growth of related industries, infrastructure and public services investment, and expand the new space for future development.

At present, the relationship between consumers, producers and the market is being reconstructed, and the dominant characteristics of consumers are becoming more and more clear.

Only when garment enterprises comply with the trend of consumption change, seize the core needs of consumers, and constantly enhance the consumers' experience, can they go further and further

With the basic end of the imitation wave consumption stage, personalized and diversified consumption has become the mainstream. Especially the younger generation is more interested in fashion brand goods and services that embody individual characteristics.

Fashion consumption and quality consumption will lead and promote the pformation and upgrading of the garment industry to a higher level and larger space, and accelerate the development of related fields, such as consumer experience, personalized design, flexible manufacturing, and so on.

Recently, the famous women's clothing brand on the Internet.

With the cooperation of Shanghai retail giant new world department store, the O2O mode of "Yin man + department store" will enter the flagship of the new world's major department stores to realize passenger flow, commodity flow and

Penetration.

INTMAN apparel is a typical online business.

In July, Yin man opened the strategic layout of the whole channel, "Yin man +".

As of the end of October, the company has opened more than 70 stores nationwide and signed more than 140 shops.

In Yan man's physical store, online and offline share the same price, supporting cash and mobile payment in two ways.

President of emann

Despite the fact that the "double 11" sales exceed 100 million yuan, the limitations of online businesses are obvious, for example, clothes can not be tested.

"The electricity supplier's customer experience is doing well, there will be about 15% return rate, not because of quality problems, but size, color, shape or visual effect difference caused."

Fang Jianhua said.

Experience shop has solved the biggest pain point of this consumer online shopping.

In addition, experiential marketing can better "circle" to customers.

Taking the experiential store in Shanghai as an example, the trial trade reached a conversion rate of 65%, and even in the "double 11" period, the conversion rate was only 6%.

"Online and offline two organic combination, can greatly enhance customer conversion rate."

Fang Jianhua said.

The industry believes that this kind of online shopping and offline experience into one of the experiential shopping, in the electricity supplier shopping mode integrated offline visual, touch and fitting experience links, and in regular shopping increased online payment, express home convenience function, to meet the needs of different groups of consumers.