Faced with the new generation of consumer groups, the business and operational logic of clothing companies must also adapt to the situation.
1 Women’s clothing is a permanent incremental market
After the epidemic, the women’s clothing market gradually recovered and occupied the largest share of the market. At present, the annual sales volume of women’s clothing in my country is over one trillion and maintains rapid growth every year. Affected by the epidemic, the overall sales of major clothing brand stores declined in 2020, and online sales became a “life-saving straw.” As we all know, the rise and fall of women’s clothing trends is very frequent. Colors, styles, fabrics, and styles are changing with each passing day. In order for women’s clothing brands to penetrate deeply into consumer groups, market segmentation is indispensable. Only by accurately locating the types of consumer groups , can we better control the production and sales of products, and decide production based on consumer preferences, which is the best way to solve inventory and achieve profitability.
From a macro level, around the core of the women’s clothing industry, including “product production, supply chain circulation, and terminal sales”, changes in these three major links are affecting the entire women’s clothing industry and many entities. The core of industrial Internet transformation.
2 The strength of social retail cannot be underestimated
In the current Internet era, traffic is king. If there is traffic, there will be a market to generate revenue. This is why many e-commerce platforms create content and communities. However, the current cost of e-commerce to obtain traffic is getting higher and higher. For traditional C2C e-commerce, Taobao and Tmall are their more commonly used e-commerce platforms. However, for small and medium-sized merchants, they now want to showcase themselves and obtain The cost of traffic is very high, making it difficult to stand out on large platforms such as Taobao, Tmall, and JD.com.
Therefore, the rapid rise of social retail, coupled with the current concept of sharing economy, is also the core factor for the prosperity of social retail. And with the changes in the retail format, last year, the number of users and market size of China’s social e-commerce increased from 422 million people and 2,060.58 billion yuan to 773 million people and 3,000 billion yuan. The market size will further expand. At the same time, under the influence of the epidemic, staying at home has become the best choice for people to avoid disasters. Online shopping has also become the best consumption method for people to meet their daily needs. Social e-commerce is growing in traffic, It has significant advantages in operations, channels, users and customer acquisition costs. Live streaming and social e-commerce are about to usher in a new round of development opportunities.
Whether it is a physical store or a supermarket, the previous channels were visible to us with both eyes . The Internet era is different. The current definition of channels should be completely divorced from the previous concept of physical stores. The relatively early digital upgrade is the online store we see, from the original offline brand to online.
However, many domestic brands have lost their own online sales channels because they rely too much on traditional e-commerce channels. In this regard, Tencent once proposed the concept of official website 2.0, which is to build the official website of Tencent based on the WeChat ecological chain. Tencent has established a full-cycle closed loop of “planting – reaching – purchasing – awakening – repurchasing” for clothing brands, which has three major characteristics: first, high penetration rate, and Tencent’s private domain reach has the highest penetration rate among Chinese consumers. As high as 96%; secondly, the purchase frequency is high, 79% of users have made purchases in the private domain in the past year; thirdly, the repurchase rate is high, and 70% of users are willing to make repeated purchases in the private domain. On this basis, women’s clothing brands can maximize water storage and minimize losses, and truly promote the continued growth of user assets. It can be said that Tencent’s series of processes reconstructed the closed-loop marketing model of social e-commerce.
Future retail is not just about selling goods, but also about building trust. In the second half of social retail, Tencent will use its superior capabilities to build a sustainable brand ecosystem.
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Women’s clothing brands have entered the social retail track
Seize the initial launch bonus
The improvement of consumer aesthetics has caused clothing products to become more personalized. The more varieties and novel styles of clothing a company produces, the more it can capture the hearts of customers. Under such rapidly changing market demands, enterprises need to improve their flexibility and rapid response capabilities.
No matter how the outside world changes, brand improvement and self-construction are the foundation for coping with the tide. Tencent connects all aspects of the digital life of Chinese netizens. With its leading capabilities in digital connectivity and big data marketing, Tencent helps apparel brands find the audiences they want most and helps brands gain more effective exposure.
At the same time, in terms of new channels, mini programs are used as the core to effectively broaden users’ experience channels and help clothing companies build new marketing scenarios.
Changes in consumer demand are “forcing” clothing manufacturers and service providers to change their traditional models and gradually move towards consumer-oriented models. Flexible and quick-response supply chains have become The key competitiveness for apparel companies to win.
How to make “private domain” and “public domain” traffic reach users more comprehensively and three-dimensionally? Only after extracting consumer habits can we��Combined with oCPX smart bidding tool + multi-creative smart advertising materials + sDPA smart advertising and other smart products to achieve cost reduction and efficiency improvement, the final advertising click-through rate increased by 80%+ compared with the apparel industry average, and the user order amount increased by 34% month-on-month. %.
4. Seasonal renewal: Make full use of resource combinations to create seasonal hot products
Tencent strategy: When marketing new brand products in the season, the hot products of the season should be the first choice as the main promotion force, through MC/ DC multi-creative advertising selects creative content to highlight the refreshed atmosphere and seasonal offers, achieving precise access and touch to core potential customers. Multi-touch point linkage in the private domain and continuous communication of popular single product content can truly achieve sustained growth in the renewal period.
Brand Case: Gloria
Seasonal renewal is one of the important nodes that widens the gap between brand quality and performance, especially testing brand efficiency. The ability to reach target users. Gloria uses a large number of people to achieve a quick cold start, quickly targets high-converting groups through crowd racing, and starts to expand volume and new customers after stabilizing ROI. It then uses public accounts and private domain operations such as text messages to accurately push old customers to achieve the goal of promoting products. Multidimensional reach. The final creative click-through rate was much higher than the industry average, and high-quality private domain operations promoted long-tail effects. The ROI increased by 500% after one month of launch. </p
