New Retail Transformation Power Forms New Business Appeal

According to the world clothing shoes and hats net, New retail On the one hand, the change motive force comes from the transformation of business mode that has been spawned by technological progress. On the other hand, there is a new commercial appeal created by technology to promote consumption psychology, new consumption group and new consumption concept.

　　 1. The overall situation of new retail transformation in footwear industry

Basic characteristics of new retail in footwear industry

First, Shoes and clothing The industry is a consuming industry that requires a certain experience process, whether it is under the clothing line or on the line. Shopping Experience demand shows that the industry has certain O2O attributes.

Secondly, the industry as a direct target of human services, subject to human body shape, as well as values and aesthetic characteristics, determines the non-standard characteristics of footwear industry, or a relative non standardization is personalized characteristics, and the standardization of current transaction process is very high, which makes non-standard (personalized characteristics) and standardization (shopping transaction process) affect the industry at the same time.

Once again, this is a big market with just demand. Food and clothing, housing and housing, and the large demand market for all people will inevitably require continuous upgrading and change. But because of its large volume, it is destined to accommodate enough types of enterprises, have enough capacity to create new experiments, and so on. It is also destined that the complete transformation of the industry can not be smooth sailing, nor is it so fast.

Finally, the industry is in a highly decentralized state. The overall market share of the head enterprise is generally not high. The competition pattern of the industry is very complex. It is also destined that there will be many new opportunities for the new business transformation in the Internet. Integration is an inevitable trend.

　 Two. The core focus of the new retail business in the footwear industry.

The overall changes in the footwear industry generally come from three aspects.

One is the natural evolution of the development of the industry itself. The other is the joint relationship between the Internet and the two factors that affect the industry and the business environment. The third is the simultaneous existence and change of the new consumption concept and the new consumption crowd. The impact of the three elements superposition is far-reaching and thorough.

Therefore, in many aspects such as product, experience, scene, channel, feedback mechanism and so on, there are many innovative elements and practice of innovation in the shoe and clothing industry.

At the consumer scene level, more of the online business channel expansion, for the traditional brands that rely on offline retail outlets, are constantly upgrading and upgrading the offline stores, including the internal CRM system, the renovation of store display, the replacement of different locations, in order to increase the use of various marketing means of passenger traffic.

More importantly, with the maturity and stability of the online e-commerce channel, the online consumption scene has been deeply rooted in the hearts of the people. The resulting consumption scenario is completely different from the previous single line store consumption scenario, making the consumption scenario more diversified or complex.

At the channel level, the combination of online and offline channels, the online e-commerce channel has become the basic standard of the industry, and the resulting platform channel mode, content business mode, micro business mode, community business mode, etc., are constantly increasing the generation of different channel models, so that the diversification of the channel platform continues to strengthen.

On the feedback mechanism, the characteristics of community-based, community and vermicelli operation are obvious. A IP character, a vertical self media, can create a new brand, new channel, new phenomenon and new consumption scenario by means of its own feedback mechanism and interaction advantage.

At the same time, some personalized designer brand small and beautiful mode of operation is precisely adapted to this new customer relationship characteristics, and then extended some new business operation mode.

Second, it is the concurrent competition pattern of the upgrading and incremental innovation of the stock brands, enterprises or commercial economies.

At present, in the shoe and clothing industry, the large scale enterprises that have been successful in the shoe and clothing industry are constantly upgrading and upgrading to adapt to the new business environment, including Hai Lan home, urban beauty, BELLE and other benchmarking enterprises. They are constantly making innovations in business mode and management mode, and hope to continue their success.

At the same time, some Internet start-ups, the most representative is the clothing brand, and other enterprises, Han dresses, Inman and other enterprises, also began to some from the line to the line landing operation, thus driving the exploration and practice of the new innovation mode. Another part of the industry's intruders, aiming at new and new consumer groups with a completely new concept and operation mode, began to innovate freely in many dimensions such as consumption concept, product understanding, operation mode, customer relationship and so on, bringing many new elements to the industry.

Thirdly, the new retail transformation of the industry is bound to be a change in the front-end sales drive, leading the back end supply and production.

At present, although there are some innovations in the shoes and garment industry at the end of production and product end, almost all the focus of our attention now comes from the upgrading of front-end sales, which leads to the efficiency improvement and product innovation of the supply side and the production end. Therefore, in a typical consumer market, the driving force of its transformation and the opportunities for breakthrough are all derived from channel increment, sales mode transformation, business mode innovation, transaction mode upgrading and so on.

　　 Three, several important forces on the road to new retail transformation.

The practice of brand upgrading of stock shoes and footwear enterprises

Represented by Hai Lan's home and urban beauty, they already have the elements to prove their success in their respective subdivision areas of the big shoe and clothing industry. In the new round of business transformation, various attempts and practices to adapt to the new business ecosystem are in progress.

Under the past economies of scale, under the impact of the Internet business, there has been a bottleneck for the development of the offline business network, which has been formed under the impact of the Internet business. Although it has taken the lead in the process of upgrading and transformation, it has the advantages of resources, capital, market and intelligence, but it will also be dangerous.

Including how to maintain the offline sales network, how to weigh the benefits of offline stores in the process of going online, how to realize the interest relationship between self run stores and franchised stores, how to truly upgrade and innovate, and how to realize the macro structure design based on the new retail mode of future business, rather than the temporary handling of breaking the wall to make up for the West are the biggest problems facing these enterprises.

However, despite the difficulties, the brand upgrading of stock enterprises, which occupy the first advantage and stock of resources, remains a concern of the industry, and is also an important breakthrough force in the footwear industry innovation.

　　 The sinking of the new Internet channel

From the rise to the present, the Internet business has completed almost one development cycle, and its bursting speed is faster than most people's imagination. At the same time, the rapid explosion also means that its bottleneck stage is coming soon. The famous Amoy brands, Han Du Yi house, Yin man and so on, have begun to be satisfied with their fate as an online brand and start to join the new retail force.

From online channels to head brands, to the bottom line, a new retail format with online and offline integration is formed. These are also the pursuit of these Internet companies with natural Internet properties, and they are also the inevitable choice.

In such a road practice, the lack of in-depth understanding and cognition of the offline supply chain system and comprehensive operation capability may also be the problems that these brands will soon encounter. Through the controversy between the founder of Zhao Yingguang and the founder of Fang Jianhua, the controversy over new retail under the Amoy brand line, we can see the hardships and difficulties.

On the one hand is the change of ideology, on the one hand is the awe of the traditional footwear and footwear industry chain, but no matter how tortuous the road is, the strategic decision of subsidence is determined, and the final result is bound to be achieved.

The change of the Internet is violent and fast. The uncertainty brought by the explosive growth brings all kinds of business legends across the border.

　　 A new generation of retail mode based on the new consumption concept

The motive force of new retail transformation is, on the one hand, from the change of business mode that has been spawned by technological progress. On the other hand, there is a new commercial appeal created by technology to promote consumption psychology, new consumption group and new consumption concept.

The core of this kind of business appeal is to revolve the business mode by focusing on the new consumption concept and crowd needs. It is a new generation retail mode based on the new consumption demand of users, integrated consumption and new scene experience mode, such as the fast fashion brand ZARA and H&M, and so on. It has begun to satisfy the needs of users for one-stop and integration so as to form a new retail format of brand collection stores and integrated consumer shopping shops.

Such a new generation of retail mode is being constantly researched and developed, including the JU brand incubated by the famous brand of good quality products, and the new retail brand built on the demand of women's personal clothing and fashion consumer goods is expanding rapidly.

And another group of people, in another way, from the perspective of sales, with the help of Internet socialization, social technology and thinking, began to upgrade the traditional marketing mode based on the upgrading of traditional sales mode, upgrade and land the traditional micro business mode, and form a new retail format that can sink to the bottom line, which is entirely based on the new consumption network system of a specific population.

This system, based on the sales network composed of sales partners throughout the country, set up a new scene experience center in line with the new retail standard in all parts of the country. Finally, through the online e-commerce network, an efficient commodity sales transaction process is realized, thus establishing another mode of new retail format and growing at the same time.

　　 New crowd, new demand, new consumption, new future

And another wave of Internet power has begun to infiltrate into the traditional footwear industry group. They are adhering to the new consumption concept, not only staying in technological change, channel change, supply chain transformation, but also based on the multi-level changes of new consumer groups, new consumption concepts, new product capabilities and understanding, making full use of the achievements of Internet technology transformation, carrying out community-based, community-based, user operation and interaction, and ultimately realizing the closed loop of commercial realisation through the consumption of new products.

This brand new small business closed loop experimental mode, with the underwear industry's oxygen APP as the typical, through the new consumption concept, facing the emerging consumer groups, developing online community and community operation, thus forming a strong cohesive community, through the interaction and integration with consumers, find the real consumer demand, and then realize the platform realization through e-commerce transactions.

The new operation mode has a huge impact on the traditional consumption concept. The design of such a business mode essentially locks the new market of new consumer groups in the real sense. In the future, with the small group thinking of this group of users, the scale of small groups will become mass consumer groups, which will really lead to the establishment of a new business new pattern, and its established business model is nothing more than an alternative new retail format.

On the road of new retail transformation in the shoe and clothing industry, the strength of all sides has been taking turns, and they are catching up with each other. They have formed a multiparty army to explore new retail and new business formats in the shoe and clothing industry. Most of the innovators and entrepreneurs are on the road to practice, and there is still a long way to go from their future achievements.

However, no matter where and how to join the army of the trial, it is almost invariable that the goal of pursuing new retail business is invariable.

Ancient roads lead to Rome, and now there are all roads leading to new retail.

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