Transformation Of Garment Industry Channel Terminal
As the most close to the clothing consumer group, clothing channel terminal, driven by the change of preferences of clothing consumption groups, begins to brand, differentiate, specializes, service and situational.
Transformation
。
Fashion channel terminal brand
The traditional clothing consumer group's clothing consumption consciousness and brand recognition enhancement, information symmetry gradually, 80 and 90 new clothing consumption group's rise.
Their brand identification, professional buying behavior, "circle" and "opinion leaders" will lead to scattered, weak, chaotic, and small, but the traditional clothing channel terminals that occupy the long tail are either marginalized or brand upgraded.
In reality, we also see that KA stores, chain convenience, stores and other image clothing channel terminals have entered the mainstream of clothing consumption in recent years.
User demand is no longer "branding" of what to buy, but also to the brand of "where to buy".
Upstream manufacturers extend downstream, garment channel terminals themselves compete and survival of the fittest speeds up the process of brand channel terminal brand.
Garment channel terminal differentiation, specialization
The diversification and individuation of clothing consumption group is the arrival of the era of market segmentation.
Miscellaneous, chaotic, small traditional clothing channel terminals will inevitably change to fine, specialized and smart.
Department store clothing channel terminal is gradually falling, specialization becomes mainstream.
New cosmetics, non-staple food,
clothing
And other subdivision formats are being touted by clothing consumption.
Material satisfaction, spiritual and emotional pursuit, will extend more new subdivision needs. Beauty and foot bath are the new subdivision industries born under this trend.
Watsons is to seize the opportunity of market segmentation, re assemble the category, take young women as the target, locate personal care products, and effectively separate the traditional department stores.
Garment channel terminal service
The abundance of commodity types and the increasing number of garment channel terminals have led to oversupply of the market.
The business of "sitting", "waiting" and "relying" has made it difficult to compete for clothing consumption groups.
Enrich the situational and experiential functions of channels.
Along with the development of the market, the sales function of the channel gradually weakens, and experience, display and scenario become the mainstream elements of the channel.
The vivid, experiential and situational construction of the clothing channel terminal is the key to improve the efficiency of the clothing and clothing enterprises at the next stage.
By selling the atmosphere, we can decide the decision of clothing consumers.
In the case of too many customers, the clothing channel terminal stores should change from waiting for door-to-door to active attack, from simple push to pull interaction, and constantly strengthen service consciousness in the process, and provide pre service, sale and after-sale guidance services for clothing consumers.
Scenario of garment channel terminal
Simple products are hard to induce clothing consumers' desire to buy. The overall service, environment and atmosphere in the store are the essence of stimulating buying behavior.
Clothing consumer demand is no longer a product, but a collection of clothing terminal location, clothing channel terminal area, clothing channel terminal image, clothing
Channel terminal
Atmosphere, clothing channel, terminal shopping guide, experience design in the context of a shopping environment.
Lighting shop is through the introduction of the designer, is a typical case, through the tiles, household appliances, simulate a variety of living environment, build clothing consumer environment perception, computer simulation, the vivid expression of the store to strengthen the user's situational experience, to stimulate clothing consumers to make purchase decisions in the shop.
The change of clothing consumer demand leads to the pformation of demand for channel function from value pfer to value creation and interaction.
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