What does the new media bring to the clothing?

Release time:

2019-02-20

At the beginning of the birth of the Internet, it has brought many changes to people's lives. After more than a decade of Internet development, we have found that the Internet has begun to penetrate into every corner of our lives and become an indispensable part of our lives. Nowadays, with the growth and development of the Internet, the new media has grown up in 2011, all of which are changing people's lives.

With all the changes related to the Internet, for clothing sales, it is not time to consider whether to go online, but to consider how to better apply new media, so that the online sales of clothing is fast.

Changes in communication after the birth of new media

In a classroom of a higher education institution, the teacher asked: “If you are provided with clothing, food, shelter, and Internet access, how long can you stay at home?” The student replied: “5 years.”

This is the change that the Internet has brought to our new generation of consumers. They have realized many of their needs online, including social needs, and they can be satisfied as long as they have a network.

And this brings us a lot of thinking, where will the future apparel sales go? How can our traditional brands use the Internet to serve their future?

Now, we already have 513 million netizens. In this media transfer, today's Chinese netizens are on the Internet for an average of 17.3 hours. Today, the traditional TV media is dominated by the golden time, which has gradually been replaced by the Internet. Many people finish their dinners. Touch the Internet on the PC instead of sitting next to the TV to watch TV.

Xiao Mingchao, the new media marketing expert and the general manager of the new generation market monitoring organization at this year's Ruyi China Fashion Forum, said this when talking about the Internet revolution: "The Internet is constantly changing, from 1.0 to 2.0, and now there are many kinds of coexisting 3.0. We have entered a new era of Internet socialization. In the era of Facebook, the core of communication is the confidence of people to establish information communication with each other. It is the person itself, the relationship itself, not the information itself. Now the communication of the Internet has changed from one-way era to interactive. The times have changed, so in this era, everyone has multiple Internet identities, especially the identity of social media. According to the survey, each Internet user in China has about three social media identities, you may be QQ users, or Everyone's users, or Weibo users, in fact, everyone's characteristics are already very obvious. They spend more and more time on these platforms."

In this context, the consumers of our clothing have produced a lot of changes.

Xiao Mingchao said that today's clothing brand Internet promotion said: "Today's consumers want to reach a dialogue with the brand, you do not interact with consumers, consumers think you ignore them, the brand wants to listen to the voice of the consumer, for his request It is necessary to respond in a timely manner. Today's social consumers must pay attention to more personal communication with you. In addition, relationships bring trust and trust leads to purchase."

Xiao Mingchao believes that China's clothing now reflects the trend of rapid fashion and universalization. Brands like HM, Uniqlo and ZARA landed in China. They set off the fast fashion and were highly praised and recognized by consumers. Many of them started to enter the market after 60s. Because everyone wants to be new every day, every day is fashionable. The Internet makes fashion no longer have geographical boundaries and distances. Today, social media, Weibo, etc. have a lot of information, which will subtly influence some of the consumer's decision-making. Nowadays, many people do not read the newspaper to understand the information, but more through Weibo, through the social network to understand the daily changes.

Xiao Mingchao said that in fact, the cognitive process of traditional brands in the digital world has changed. In the past, the consumers of traditional brands, in the process of brand purchase, first have cognition, recognize many brands, prefer certain brands, then filter out some brands when buying, and then buy brands and produce this brand. loyalty. Nowadays, because the new media generated by the Internet is an era of fragmentation of information, the brands I have seen may not be remembered. This way, if the brand is in constant contact with a particular medium, you will be ignored by familiarity.

In the face of such changes, how to deal with the changes brought by new media to clothing channels and promotion? Many traditional brands have begun to create more confusion about this strange Internet world.

Online experience of offline brands

The development of e-commerce has been more than ten years now. It started in 1995 and began to be more lively in 2000. In 2005, it received the attention of the whole society in 2006. In the era when there is no e-commerce and business, all the changes are so fast. From now on, the next five years will be a critical period for e-commerce, and we will see an extraordinary change in the coming years.

Liang Chunxiao, vice president of Alibaba, talked about "the total transaction volume of e-commerce last year, about 800 billion yuan. I estimate that in 2015, it will reach 250 billion yuan. You can think about the entire online retail sales in 2015, to 250 billion. How much will be clothing sales, and it is estimated that it is also a concept of billions of orders."

In the face of such a huge online market, traditional clothing brands have a lot of confusion about testing water and electricity. Now most traditional clothing brands still rely on offline channels, how to deal with change? How to enter new markets? This is a question that many traditional offline brands are still thinking about.

When talking about the traditional offline brand, Xiao Mingchao said: "I think the traditional offline brand has a very big brand advantage. Compared with the brands that are born from the Internet alone, their brand advantage is obvious. How to take advantage of the brand? It has become an online sales advantage, which has great challenges for many traditional brands. How to connect the chain of the whole media industry, online and offline integration is very important. Because the logistics and services of offline brands will face Many challenges, many brands will have many problems when doing e-commerce. In the face of Taobao Mall, when faced with a large number of consumers in different regions, traditional brands will have problems. The core of solving these problems is the mode of thinking. The change, not just the technical one."

Ms. Lin Shuling, vice president of Gloria, was very touched when she talked about Gloria’s e-commerce experience: “Our e-commerce has been doing more than three years, and we have been very aggressive. But there have been some confusions in operation. According to common sense, The online world is a channel for business and branding. Therefore, we often want to see the actual conversion of the ads on the Internet into our online sales. But we see very much this year. People are worried about the phenomenon that the cost of the entire UV is rising.

When it comes to brand building, we also do Weibo on the Internet, but we now find that in fact, many Internet platforms only play a promotional role. There is not much direct help for brand building. E-commerce in the new media, we have done two years, there is a very mismatch phenomenon in it, which is not conducive to our conversion rate. ”

Chen Yongbin, general manager of Zhengzhou Lingxiu Clothing Co., Ltd., is also constantly thinking about new media and e-commerce. He believes that because China's current offline channel costs are getting higher and higher, regardless of the first-line department stores, shopping centers or cities in the second and third-tier lines, rents have increased.

The traditional channel competition is very cruel, especially in the past two years, many listed companies, through the capital market, raised a large amount of funds in the country to seize the channel, the small shop into a big store, this operation method to raise the rent is very high, small capital The store is also getting harder to survive. So in the traditional network channels, many clothing brands are getting harder and harder.

Chen Yongbin said that while traditional brands have become more and more difficult to survive in traditional channels, there have been many brands in the online sales channel. These unknown new-born brands appear online every day and are very active, so online channels provide a more responsible, more personalized, and more dispersed channel space for many brands. This shows a new business situation, the new business provides a living space for many brands. This also brings a lot of variables to the survival and integration of the entire clothing brand in the future.

Chen Yongbin put forward a very constructive three suggestions for the traditional channels: “First of all, the first problem is a strong brand in the traditional channel. How to plan the e-commerce channel well, this is a lot of clothing brand needs. The problem of thinking, the brand that is actually doing a strong, is thinking about how to continue to strengthen the traditional channels, while planning and doing well in e-commerce, this is not a system with traditional planning, which requires high-level planning.

The second point is that the traditional channels have a very difficult brand to survive. Can these brands be transferred to online sales, and they will shine in the e-commerce field and gain a long-term living space. This may be a problem that many small and medium-sized brands need to think about.

Third, while the brand is doing online sales, in order to seize this market, we should consider how to plan a new brand to sell online. Regarding new media marketing, because we are a women's wear brand, women's brands in the past rarely advertised, relying on department stores to rely on channels.

Nowadays, we are discussing the strategic cooperation of brand positioning, and women can advertise. However, we have a huge conflict with consultants in terms of launching. We consider new media marketing as the direction of launch, but their experts will say that they must be mainstream in traditional CCTV media. Therefore, it is recommended that we only do TV commercials when resources are limited. This makes us very tangled. ”

Faced with such changes, not only the brand clothing is entangled, but the traditional media is also very entangled. Last year, traditional media advertising was first accepted by online media. This is a historical turning point. Faced with the impact of new media, traditional media also feel the crisis of survival and how to change. This is not only a question for traditional clothing brands to think about, but also a problem that traditional media should consider.

NEWS

What does the new media bring to the clothing?