Lin Han'S Discussion On The Future Retail Fate Of The Clothing Industry

The garment retailing industry was badly hit.

The past 10 years are undoubtedly the most bitter 10 years in the clothing industry. This is a vernacular speech thrown up by Lin Hanyi.

He said that the original retail store was first driven by the electricity supplier. Until last year, only a few sporadic enterprises in the entire garment industry were growing, and 90% of the enterprises were in decline. Moreover, the proportion of electricity suppliers in the clothing industry has exceeded 40%. Compared with other industries, the traditional clothing retailing industry was really hit by the Internet.

As a result, many physical stores have begun to take the business route. However, due to the lack of relevant technology, a store often needs two sets of people, a tube entity, a network shop, with double manpower and material resources, and the result is overwhelmed.

If the shop is making money, it is also worth it. But is the online business really good? We all know that Ma Yun is very upset recently, and the news such as selling, brushing, lawsuit and so on has made him very melancholy. What's more, nowadays, the electricity supplier of Alibaba is not making money by 90%.

Lin Han said that when 90% of the people in an ecosystem do not make money, it is time for everyone to escape. Such an ecosystem will not be the future of the clothing retailing industry.

If you don't want to die, let your mind change your life.

What will the future be like? Lin Han tells you that in the future, the traditional clothing retail entities will also remove 50% of the total, who will be the 50% who will disappear, and who will remain the 50% remaining brilliant, depending on who can help themselves.

How to save oneself must first change several concepts.

In the future, enterprises that can survive and do well must have four Ironman: hardware, software, Internet and content.

These four items should be integrated and complement each other.

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The future clothing retailing industry does not mean all entities.

Will disappear, entity stores will exist, but its existence is no longer independent of online shops, but interoperability and integration of OTO. Entity store is an entry of diversion, a point of access to deep services, a window to give consumers more experience and cognition, and an important part to guide consumers to increase consumption frequency Online.

In the future retail stores, the KPI index of a shop assistant is no longer sales, but whether you have a strong relationship with consumers. Whether consumers trust you, whether you have more orders on line or not under your guidance and service, is the key. Future business must focus on the consumers, and try to gather a new kind of consumer.

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Lin Han also said that the future retail mode must be point to point, people to people, to centralization, to intermediary mode, is a flat, from multi-dimensional to three-dimensional or even two-dimensional model.

That is to say, there is no hierarchy like dealers in the past.

Manufacturers are directly sellers and establish strong relationships with consumers directly.

Those enterprises have already killed many lives.

When it comes to centralization, dealers and agents are not needed, many people on the stage are exclamations, which seems to have broken their understanding of the industry for many years. How can it be possible without agents?

Lin Han affirmed that this is certainly possible! These examples have been happening again and again in other industries. Just in the past 2014, a new wave of Internet Co came to us, many houses, love the house, and the dripper, and so on. Their common ground is to go to intermediation. They are subverting the original information asymmetry of each industry, some problems at the multilevel level, adopt the direct P2P mode, they are the lives of other counterparts, and the clothing industry is also the same. To flatten the hierarchy and channel will help many garment enterprises to participate in the revolution and turn over to be masters.

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Lin Han said, in fact, this time for the clothing retail industry is a cold winter, but also an opportunity, because in the past ten years of Ma Yun's pioneering Alibaba, China's Internet business foundation has been rebuilt for more than a decade, everything is zero start, payment is good, online shops are good, system is good, today, these have been completed, so we see a lot of young students, slightly understand some Internet technology, 35 people can form a team to start a business directly, and in a few years can be done before other ten years to do things, this is the opportunity that people have been able to do for more than ten years before, this is the opportunity for everyone to take the opportunity of revolution.

What is the store after the revolution?

What exactly is the future store and how to pform it in order to seize the opportunity to divide the cake into this billion level market?

At the scene, Lin Han showed you a promotional film for future stores. This shop is not virtual. It is on the first floor of the Shanghai express road construction headquarters. Up to now, more than 4000 visiting groups have come to the site to study the mode of the future store, and this online store with simultaneous synchronization is full of anticipation and admiration.

To put it simply, in this future store, all goods have their own two-dimensional code. They can learn all kinds of detailed information of goods. They have various experience and display, can be purchased directly, or can be bought online. All information and consumer information on line and offline can be synchronously shared through a set of IT technologies, all of which have been mobile Internet.

Everyone here is very interested in this new entity store mode, but soon there are some enterprises asking questions. The clothes they are producing now are mainly facing the mass consumer group, not very.

Boutique clothing, such a future store will not be suitable for themselves.

Lin Han explains, in fact, there are three models for his future store, one is in the office building, one is in the community, and the other is in the suburbs.

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Suburban mode of future stores

In the face of the mass consumer group, the future store in the suburbs may be suitable for him.

Actually, what Lin Han wants to do this year is to rent a cheap warehouse in a remote suburb, which can be very large, and then turn it into a future store for clothing retailing. All the clothes in the shop can be tried on, and all the clothes are cheaper than the shop.

At the same time, all the shop assistants are engaged in clothing.

Professionals, when shoppers shop here, the shop assistants are their close dress designers, collocks and purchasing teachers. Each consumer can make a 5-10 minute demand survey, and then the designer brings them professional advice to buy a clothing solution for them to buy and match. Finally, they can try out the experience in the shop. After choosing the right clothes, all kinds of online and offline ways can be paid, and then the clothes can be delivered to the home in a few days.

In the future, the factory is a retail store. As long as the agents at all levels have been removed and the profits are returned to consumers and given them better experience and service, consumers will also be willing to spend some time in shopping in remote places.

For enterprises, they not only save costs, but also directly understand the needs, preferences and information of consumers, establish a deep and strong relationship, achieve high-frequency consumption habits, and give the whole industry another revolution.

Community model of future stores

What kind of drainage is the future of the community model? Lin Han says that the core of the community's future store is service and trust.

Opening a community store, there will be a variety of consumers in the neighborhood, there may be knowledge women, there may be housewives, and so on, everyone needs are different, the community shop is to understand the needs of different consumers, tailor them for them, the custom here is not to make clothes, but to play a role as a buyer for them, starting from their needs, selecting products for them, making them small and refined, saving the cost of their selection, the salesmen can send different reminder messages to different people, which clothes may be suitable for you, has chosen for you, online consumers can browse and place orders directly, of course, you can also make an appointment to go to the physical store to try on them. For example, in a residential area.

When consumers fully trust the store clerk and establish a good relationship, he can give the shop assistant more options, such as other members of the family's clothing, can gradually extend to the needs of other articles in the home.

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Shops selling women's clothing can also sell men's clothing and children's clothing, while children's clothing stores can also sell toys to sell milk powder. The physical store is an entrance to experience and display. It is no longer restricted by commodity categories. The sales mode of diversified products is completely feasible and predictable. The consumption demand of a family is very large. When today's merchandise is so varied, everything takes time to pick and kill people. If there is a trustworthy buyer, and the price of goods is pparent and affordable, it is believed that consumers will give him the right to choose. In the future, the success of a retailer must be judged by his ability to aggregate users and get users to the world. Women's clothing stores used to sell women's clothing. Today, as long as consumers have needs,

Lin Han said that when he was designing his company's value chain, the first layer was always the users. The clothing enterprises should be the same. Those times who had never dealt with customers, sold clothes or did not know whom to sell, had passed. Changing the concept and embracing the Internet and mobile Internet in a positive and correct position is the clothing retailing.

The inevitable way out of the revolution is to avoid the cold winter.