Menswear, from model competition to user experience change

A few years ago, when we do E-commerce, the exact point, do e-commerce oriented C, always intentionally or unintentionally to exclude clothing. Because everyone knows that E-commerce can only do standardized products, and clothing, it does not seem to be in this box. So, you see those hot mode, basically are books, audio and video products, ah, mobile phone ah these product. These products you see everywhere are the same, and do not divide the object, no time and space.

However, PPG's birth, surprised many people's surprise. In 2007 years, PPG to mode of marketing innovation, the transformation of the traditional clothing sales system, opened the network of men to direct the new field of business, then Bono, 51 shirts, VANCL, Dangdang and other nearly 30 manufacturers have followed up, prompting the domestic sales of menswear into the Warring States era.

2007 this year, as well as to 2008 in the spring, on the men's mouth saliva, competition and rivalry, attracted people's attention. The internet has changed the traditional life, transformed the http://www.aliyun.com/zixun/aggregation/37108.html "> Traditional business Marketing Way, specifically in the men's market, Many enterprises set off the 2007 domestic men's market surging. "PPG mode, the weight of the company's contention, industry-driven PK Capital-driven, one-yuan experience, interpersonal marketing ..." At the end of 2007, fierce competition in the market, so that relying on the risk of the capital-driven PPG performance, into the situation, in order to make up for sales expectations, and eventually had to vomit blood clearance, and the quality of the shirt itself and the consumer complaints, but will rely on OEM production, and self-proclaimed as "Light Company" PPG was pushed to the forefront of public opinion. The growth force brought about by PPG's model itself continues to be questioned. Does PPG mode still have a chance? Non-PPG mode who can dominate the roost? Where is the market for menswear?

The key point of the men's business is to talk about the mode competition before, but now some up-and-comer such as Bono now do not talk about this, only from the user experience point of view, combined with their own traditional business attire custom experience, many styles, many choices, fashion, website experience and other angles, to choose in addition to flat network direct marketing advantages outside the new competition points.

Emerging men's business enterprises began to focus on product quality innovation, industry-oriented enterprises began to play their advantage. For example, Bono with years of high-end business custom experience, can no doubt from their own strength for clothing products style, design, quality and consumer experience to provide a solid guarantee, this and PPG OEM, simple resource combination service delivery method is very different.

In addition, the new and old men's business enterprises are beginning to value the consumer experience. And for the entire industry, only from the consumer perspective of the industry innovation, it is most likely to be recognized by all walks of life, become the owner of the industry's new voice right. Consumers are critical, coupled with the clothing itself is a very experienced product, how to enhance the user experience, to take back customers have become the industry's common thinking topic.

No matter what, the capital drive itself is not wrong, but can not just stay in the mode of innovation, back, any enterprise still have two legs to walk, one leg is product quality, the other leg is the consumption experience. Everything else is nonsense, even if it works, it is short term. (Author: Liu Xingliang)