Apparel Industry: Re-exploring the Business Mode of Shifting from Offline to Offline

Maybe it really solves and meets the needs of consumers and the development of the brand, companies will no longer be besieged by the siege.

The same problems emerged after the online and offline brands diverged in different directions based on their own reasons.

Whether it is from offline to offline or vice versa, the embarrassing problem is: The network has a unique marketing charm and huge market potential, but physical stores have great advantages in terms of user experience. For traditional enterprises, , it is more painstakingly operating for many years to settle down.

This kind of conflict is something that no business wants to see. Specifically, the competition between online channels and offline channels is first of all a fight for consumers. This is also the source of conflicts. Due to the fast and convenient network dissemination, online channels as an emerging channel naturally attract consumers and at the same time create a squeeze on traditional channels.

Secondly, because of the characteristics and advantages of online marketing communications, there are no logistics and storage costs for goods sold through online channels, and they do not have to bear the high cost of marketing, which results in the price of the same products being sold online at a lower price than offline retail stores. According to data from Taobao, compared with traditional logistics, shopkeepers can save 60% in transportation costs and 30% in transit time. Marketing costs are 55% lower than traditional offline stores, and channel costs can be reduced by 47%. Considering the above cost factors, there is a normal 20-30% spread between the same product online and offline channels. Such a price difference is enough to create a huge turmoil in the offline channel industry chain.

However, both the channel resources and the prices, these conflicts of interest ultimately point to consumer demand. Zhou Chengjian once said, “The most fundamental thing to do retail is to understand consumer demand. In addition to understanding what consumers already know, we need to think about what the consumer’s unknown needs are, what the consumer’s potential and unknown needs are. This is The retail industry needs to think about the sun and moon."

Maybe it truly solves and satisfies the needs of consumers and the development of the brand, making e-commerce an indispensable part of corporate management and brand marketing. They will no longer be besieged by the city.

In the context of e-commerce is the trend of the times, regardless of the traditional enterprise online or online brand store opened, the future is very likely to reach the same goal - the development of online and offline integration. And now, there are many brands that have begun to explore.

“The new actions in the industry chain, creative behaviors, and the effective presentation of the industry’s fashion creativity have completely changed the traditional mode.”