2017 Fashion Industry CIO Visitor To Wang Wei: New Trend Of Garment Industry Development

The founder and CEO of Yue Lai Yue, the first student of Changqing Teng.

More than 20 years of product design and technology development background, engaged in retail ERP, banking system, mobile Internet system, operator system hardware and software product design and development work.

At the annual meeting of China fashion industry CIO Association in 2017, Wang Wei delivered a speech entitled "guest Le Le Internet cash register", and made an in-depth analysis of the trend of the retail development of the apparel industry and how to build the Internet retail digital collection, service, marketing and management system.

At the 2016 cloud habitat conference,

The "new retail" speech has attracted much attention since it was put forward, and many fashion industry practitioners expressed their views on how to get out of the besieged city and renew the fashion industry in the future.

CEO, Wang Weiru.

Go to the water poor place and watch the clouds rise.

Traditional clothing sales focus on traditional methods such as product management, marketing and promotion. Are these suitable for the rapid development of the Internet? In this regard, Wang Wei, CEO, takes the most successful retailers in the world as an example to share with you.

Figure 1: top of the fashion Second China fashion industry CIO annual guest to le Wang Wei keynote speech

The high-end men's brand Combatant Gentleman has obtained its fans' customer characteristics through the Facebook website, and has achieved ten fold returns by tagging marketing. Stance, the world's largest customized socks manufacturer, has launched a campaign for users who have shared the "Star Wars" information on the Instagram, making its Star Wars theme socks become the explosive money; the trend brand Stitch provides customized services for one to one professional stylist, so that 39% of the customers' main clothes are purchased from Stitch. By analyzing these successful cases, you will find that there is one thing in common that manufacturers will establish connections with customers and produce effective interaction based on the Internet social media.

Starting from the above cases, Wang Wei put forward four new views on the development of the clothing retailing industry.

Viewpoint 1: focus on product management and customer focus.

Retailers used to focus on product management and developed IT systems such as ERP, SCM and WMS. However, the idea of product management centered is easy to break up with customers, making the whole product life process seem too passive, and can not effectively reach the customer's demand point. The new development trend should consider the customer center, develop DT systems such as CRM, CCM and CLM, take customer's needs as the core, start from design, to production, logistics, display, sales, and all links are closely linked with customers, and achieve continuous and repeatable income through interaction with customers.

Viewpoint two: take marketing as the center and service as the center.

Around the customer side, it should be a data driven closed loop consisting of three big businesses, namely, service, marketing and content.

Previous retailers mainly focused on marketing, hoping to maintain user viscosity through a large number of marketing activities and marketing content. Although this kind of behavior has certain effect, it also has some disadvantages, mainly because of the high cost of marketing, and every additional fans need to pay a higher cost.

The service centric retailers pay more attention to the satisfaction of users' product life cycle. By providing customized services, we build an interactive system with customer satisfaction as the core, and constantly explore the potential needs of users with guided shopping service, which has stronger ability to absorb powder, lower marketing costs and continuous output.

Viewpoint three: Retail digitalization should be dominated by stores.

In recent years, the hot electricity supplier has led to a large number of retailers using the online and offline integration of the full channel retail mode. Some clothing enterprises are taking the electricity supplier as the leading factor. However, the research data show that in the first half of 2016, the total retail sales of consumer goods amounted to 15 trillion and 600 billion yuan, up by 10.3% compared with the same period last year, of which 13 trillion and 500 billion of the total consumption was below the line, accounting for 86.6% (data source: iResearch), and experts predict that the retail sales of the retail sales will still be down in the next 2020.

Thus it can be seen that if we simply move e-commerce to the physical store, we will be faced with a smaller cake. The fact proves that most of the attempts have failed.

So the correct approach should be to apply the Internet technology to the retail industry, and to store leading, rather than simply using the electricity supplier to the retail industry.

View four: Mobile Internet as the carrier

In the 2016 Internet trend report (KPCB), Mary Mick, the queen of retail, used nearly 50 pages to describe the trend of retail Internet. In fact, more and more retailers / manufacturers / branding companies began to embrace the Internet, using mobile Internet as a carrier, establishing connections with users and achieving effective interaction.

We can also see that along with the further development of mobile Internet, consumers tend to spend more time on mobile social media such as WeChat and micro-blog, and leave a lot of user behavior in mobile social media. These are resources that retailers can make use of, and mining through mobile social media to target customers, make precise marketing, and draw user portrait according to user behavior, and provide customized services.

The poor are always thinking.

In order to meet the demands of retailers for user centered services, marketing and management systems, what can customers do for them? The so-called "poor thinking" and "changing rules" have long been a bottleneck for the development of the traditional clothing retailing industry.

Connection management: how to establish connections with 80% of customers

Figure 2: how to establish connections with customers

Customers pay as the breakthrough point, electronic small ticket and payment UnionPay card two major killer scenes, other points including WeChat integral store, stored value card, voucher, counting coupons, and many service points to reach users. Through WeChat and Alipay and users to establish connections, the user will be pformed into WeChat fans.

For example, in the electronic Mini ticket scenario, the core of the electronic small ticket scenario is the electronic small ticket automatically generated after the customer's consumption. The user can scan the electronic code of the two-dimensional code. After paying attention to the public number, WeChat electronic Mini ticket can be used as the electronic certificate of return. It is more attractive than that of the traditional paper consumer ticket, and the consumer can get more than 80% of the consumers through this consumer pain point setting.

User portrait: keep an eye on customers

In the era of big data, the importance of user portrait is self-evident. If the retailers in apparel industry have accurate user profiles, they will be able to fully understand consumers' preferences and conduct corresponding marketing and services according to their preferences.

What customers can provide is a set of online user portrait system, which is different from the traditional membership card system and pays more attention to user attributes. It can establish a comprehensive archive of customers' basic information, dressing styles and consumption preferences.

Starting from the electronic Mini ticket, user's initial portrait is established according to the user's consumption record, and the user's clothing archives are continuously improved through the two dimensions of user's spontaneous and shopping guide.

A dynamic user portrait system can protect businesses from fully understanding their customers and provide customized services and marketing content for them.

Customized service: exclusive customer service

Customer pleasure can meet the function demands of the interactive system with the core of the fan satisfaction. Through the public number, the access to the guest's music store can establish the connection between the fans and the customer service (or the shopping guide), and form a highly interactive and highly exclusive customer service center. The store solves the customer problem in real time through the public number and pushes the precise matching service content to the customer. The customer can abandon the natural rejection of the tough sales, produce the trust and dependence of the brand, and make it the first choice when consuming again.

Figure 3: exclusive shopping guide

Big data precision marketing - social advertising

For apparel entity retailers, how to minimize the cost and maximize the marketing effectiveness is a historical problem.

The traditional DMM not only requires high production costs and human diffusion costs, and its conversion rate is not very good, but the customer can help clothing retailers solve this problem through social advertising. By consuming time, heat customers, RFM matrix quality customer screening, customer attribute analysis and other components, it can mine the characteristics of high value customers and carry out Lookalike precise placement accurately, and has low cost, fine touch, and measurable product characteristics.

Hierarchical and hierarchical data management centered on stores

In the offline chain brand, customers' consumption usually has strong regional characteristics, and there are great differences among different stores. Based on the above situation, a hierarchical hierarchical data management system based on stores can be established, which can perfectly adapt to the characteristics of offline scenes, so that each role can concentrate on the core data in its duty area.

The future: Based on the present, looking up at the starry sky.

So far, Lining has provided professional solutions to the Internet cash register for dozens of domestic and foreign apparel giants such as Lining, C&A, Andemar and so on. It has won many national, Beijing and industry awards, including the national innovation and entrepreneurship award, the fourth China Innovation and entrepreneurship finals, the recommended unit of the Tencent global partners' conference, and the CCTV CCTV thematic report for 15 minutes.

In the tide of Internet commercially, guests come to work hard.

Based on the basis of its own traffic volume, it combines the leading Internet marketing technology with the particularity of the entity business to create the Internet technology and services that belong to the entity business and enhance the internet capability of the entity business.

At the end of the speech, Mr. Wang Wei expressed the prediction of the future trend of the fashion industry: in the future, fashion will be the product of science and art. Just like an oil painting, science is the canvas of oil painting. The development of science and technology will bring the development of the boundary to the fashion industry, and art is the magic brush.