"Identifying Consumption Opportunities And Driving New Market Cycle" -- Cloud Sharing Meeting Of 2020 Beijing Fashion Summit Forum Held

In 2020, under the background of normalization of epidemic prevention and control, the consumer market is becoming more and more rational. The fashion development of China's textile and garment industry urgently needs creative support, scientific and technological assistance, cultural guidance and brand driving. In order to attract consumers' attention and stimulate consumer demand, brands must be innovative, regain value and rethink their broader business mission.

Recently held 2020 Beijing fashion Summit Forum Cloud enjoyment meeting On, around "Identify the opportunities of consumption and promote the new cycle of the market" From the flow operation to the consumer operation, and then to the category operation and development of strategic groups, the consumer centered brand digital operation mechanism and system is profoundly affecting the concept and method of brand marketing.

Wang Dongxue, the founder of Hangzhou Yunxiang culture media Co., Ltd., shared her experience in fashion industry from the perspective of e-commerce live broadcasting, with the theme of "consumer centered brand digital operation thinking". Three months after its establishment, the company achieved a monthly sales of 17 million yuan for a single store and 50 million yuan for four stores. She put forward, "live broadcasting is not an industry in fact. My understanding of live broadcasting is a tool." Focusing on the insight that live broadcasting is a kind of tool, we share it from three aspects: insight, consumption upgrading and user thinking, which vividly interprets the change, elimination, improvement and innovation of e-commerce live broadcast on the cost structure, intermediate links, decision-making efficiency and user experience of fashion industry.

Then, focusing on "super flow empowering brand, giving full play to marketing imagination", Wang Yanni, senior operation manager of byte jump, shared three aspects of "national level" short video platform, understanding tremor clothing industry, and new opportunities of online marketing in clothing industry. Through real cases, she showed the brand-new marketing phenomenon caused by super flow and super incubation of short video on commercial marketing The role of chemical device and the upgrading of consumption demand behind the phenomenon. She said that in the current new consumption era, we should open our minds and give full play to the marketing imagination of all-round, all-round and full scene.

People's requirements for a better life are constantly improving. Quality, personalization, diversification and greening have become the trend of contemporary fashion consumption. With the help of digital technology, insight into consumer demand and identify market opportunities is an important prerequisite for expanding domestic demand and promoting domestic economic cycle. Looking at the essence through changes, the haze of the epidemic will eventually disappear. Fashion brands focusing on the future will certainly open up new marketing models, surpass the tradition, identify opportunities, respond to the crisis, and reshape growth competitiveness.