When the wind of big data blows to the apparel industry

Editor's note: Clothing industry and fashion linked together, this is the most innovative industry, but the beginning of the 2012 has been caught in a dilemma, the reason is very simple-hoarding goods: from Li Ning to the United States, those who have walked in the forefront of the industry suddenly seems to be a negative example.

The reason for the emergence of "hoarding goods" lies in the mass production of apparel enterprises, and then forced to "sell" the logic to consumers. The serious lag of garment enterprises production and marketing mechanism, as well as the uncontrolled expansion of brand manufacturers, resulting in a large backlog of products. In the era of scale expansion, the streets are full of various brand stores, staged a clothing industry enclosure movement. The consequences of large-scale expansion, so that inventory has become the largest clothing enterprises pressure. Large-scale inventories have spawned a new pattern in the apparel industry--the boom in the tail-goods market, at the gates of Li Ning and the American state's clothing warehouse, the tail-sellers take the goods at an incredible price: when each garment is taken away at a price of 05 percent per piece, it means the loss of brand dignity.

Enterprises should establish internet thinking

In the face of serious overcapacity, Chinese apparel enterprises must recognize the urgency of strategic transformation. Initiative to change, the transformation is the change in business thinking, the film "Small Time" phenomenon is very interesting, on the one hand is the mainstream media, on the other hand, a short period of time to get 500 million yuan in the box office. You can hate "The Little times", but you can't ignore the "small" audience. In the Internet age, users are online. "The small Time" is the big Data age digital marketing successful case, caters to the internet age young audience's taste. Therefore, enterprises should establish internet thinking. China's apparel enterprises can no longer be the size and volume of success or failure, through continuous innovation, to find new markets, new models.

In the internet age, clothing enterprises have to establish the ability to meet the personalized needs of consumers, or they will be eliminated. Some enterprises began to use line online fusion mode, to achieve product complementary seamless marketing model. Online Massamasso "As a traditional company to do the Light Company, the core competencies of the enterprise is the offline development and design capabilities." To meet the needs of users quickly, the implementation of the line Zara fast fashion strategy relies on its rapid response supply chain system, and the key to supply chain construction is the optimization of business process.

User requirements are at the heart of all business models. The traditional large-scale manufacturing mode, the first products manufactured, the overwhelming advertising marketing, big stars spare no effort to promote the way, may not be suitable for the future development of China's apparel industry. The demand characteristic of the internet age is individuation, customization, then the clothing enterprise must innovate the way that communicates with the user. Product and business model innovation, nothing more than to find the right users, understand the user, and cast their name. Some enterprises try to use new tools and forms to establish close relationships with users. Nike launched its positioning run product in 2011, by uploading running data to Nikeplus's Web site, where users can get a lot of information about running routes. Jia Ming (GARMIN) bicycle-specific navigator, running watches and other products, but also the satellite positioning and internet large data closely combined.

The garment industry is essentially a creative industry

The garment industry is essentially a creative industry, for example, the Southern cloth pure Natural material, as well as calm and elegant environmental protection color, the brand image emphasizes natural, healthy, perfect; the Chinese hemp family uses the hemp variety to improve, causes it not to have the harmful characteristic, but retains the moisture absorption, the ventilation, the mildew proof, the antibacterial function , the talent company launched by the South Korean designer "China upstart" and "Garden" two series, including classic business style, in black and white gray tone based, yarn-dyed stripes, fashion jacquard, elegant plaid fabric of the shirts and suits and so on. Some apparel enterprises are strengthening their core design capabilities, and develop into a creative enterprise.

Clothing Enterprise's offline experience also presents the individuality. For example, virtual fitting mirror service, the use of no touch of the shopping guide screen, in the air can be a fancy clothes simulation "wear" on the body. The advent of 3D printing technology, also for the apparel enterprise Personalized product customization provides a variety of technical support and choice, these virtual technology to reduce their own inventory of clothing enterprises, according to the needs of users to provide customized services, fundamentally change the traditional clothing enterprise design, production, distribution and retail value chain links of the link logic.

For garment enterprises, large data and the Internet era is not so far away, the Chinese clothing enterprises should consider the question is: how to the characteristics of the Times and enterprise product innovation combined? How to use and create large data? How to let users find themselves accurately? How to meet the personalized needs of users?

(Responsible editor: The good of the Legacy)