Yang Da Jun: The Future Of The Clothing Industry Belongs To The Direct Selling Era.

In recent days, Xia Hua, founder and chairman of Ewing group, said in the first women's clothing series that "when people are looking for business models to make quick money, I want to be self willed and not to think about it. I just want to do something for China's fashion industry".

When Xia Hua throws such a speech, Yang Dali, a strategic strategist in China's clothing industry and President of UTA Fashion Management Group, also put forward a contrarian thinking about the business model of fashion industry in the latest report on the development trend of fashion industry.

Yang Dayun believes that in the globalized world today, the world is flat, and there is no division of regional markets.

In the traditional era, it can also be a regional brand leader. The Internet era does not have this opportunity.

Therefore, a business model can only survive in one enterprise.

"ZARA does well, but if we imitate it, we will find it."

He said that success can not be duplicated, and every enterprise must ask itself what is good at it, limit its only advantage to compete with others.

Once, Metersbonwe claimed to be a "fast fashion" in the domestic fashion industry. Even the flagship store layout and clothing display in Xidan are like ZARA and H&M stores which are less than 1 kilometers.

However, last year, its high-end brand ME&CITY on the ground floor of Wangfujing quietly withdrew from its cabinets. Not only that, but its TAGLINE, a middle and low end brand, was also suspended.

The so-called "fast fashion", the imitation of "fast" is not fast enough after all.

ZARA's young designers all over the world are catching up with the latest trend of popularity.

Business models are not easy to imitate.

No industry is the best, but any industry can do the best.

Looking at the world and the whole industry, any product is revolved around the needs of people.

Yang Dayun believes that the Red Sea and the blue sea are relatively different, each industry has the largest business or brand.

Enterprises are not choosing what industries to make the most money, but thinking about how to become the most profitable enterprises in the industry.

Whether we can directly explore the new business models directly to consumers is a test of the pformation of all traditional enterprises.

Yang said that the future of the clothing industry is a direct selling era, and the channels will inevitably die out.

In the meantime, there are three direct selling modes that will be open to the outside world -- Internet direct selling, people online direct selling and community chain direct selling.

"Leaving these three direct selling modes, there is no other way out for traditional enterprises," he said.

In the past, the era of big distribution of clothing industry will not exist in the future.

The existence of channels in the past was caused by the lack of logistics and information. Today, the value of these channels is no longer available.

Moreover, consumers will not pay for channel costs, and consumers will buy them at factory prices, which is the value of ZARA.

In fact, Tmall,

Their success has been corroborated by clothing brands such as Korea's dresses, Yin men and rink.

These ones here

At the core price of 100-500 yuan, its fabric, quality and design are comparable to those of traditional clothing brands.

And make use of

Data have a more direct and faster response to consumer preferences.

The way of presale is also a normal way to launch new products.

Yang said that for traditional enterprises, how products can reach the customers who like you directly, and let them love it and spread it widely.

This is the best business model.

In the past, Giordano and JEANSWEST have been very hot, but only ten years in a second line city have been worn, the most popular PLAYBOY, Montagut, Goldlion, Pierre Cardin also become the symbol of the old soil.

"ZARA and H&M, which are being popular, are going to be out of date in five years," Yang Dayun said.

In order to make effective development goals, enterprises can only take one year as a unit, and tactics and tactics change in weeks, so that enterprises can keep pace with the times.

Unable to adapt to the rhythm of the enterprise in the future there are two ways out: first, sell the enterprise quickly, while still able to sell a good price, and then invest money to the young people, to become their shareholders; two is to take the risk of pformation, such as Europe, earth, and Pacific bird, put to death and later.

However, most of the domestic clothing enterprises are mostly following the strategy of "how to maintain their vested interests for development" instead of breaking the breakthrough.

"China's clothing enterprises are slow, and they are close to death. As an enterprise, fear of death is waiting for death.

Yang said.