In the past two years, with the upgrading of "new retail", China's clothing industry is quietly changing.

The post-95 and Post-00 generations have become the main force of new-born consumers. They are influenced by avant-garde variety shows and have changed their consumption concepts, consciousness and ways of clothing.

Therefore, the new market demand is also changing. China's garment industry is making new breakthroughs. What are the specific new development trends? Let's have a look.

1. The Rise of Segmented Markets

The development of garment industry is influenced by various social factors.

For example, the "running economy" has brought about the performance growth of sports brands; the landing of the "comprehensive second child" policy has accelerated the development of the children's wear market; people's attention to close-fitting clothing has brought about the development of underwear brands...

The fierce competition in the market makes the subdivision of the market inevitable. In order to develop the garment industry, it is necessary to make adaptable adjustments to the subdivision of the market. In order to seize the opportunity and break through the bottleneck faced by the current layout in advance.

2. Online and offline integration

Ma Yun has said that the era of pure e-commerce is over, and the future is an era of testing online and offline integration of resources together. Therefore, the new retail era without online and offline divisions has come quietly!

This is the change brought about by the new retail era. In the future, the sales thinking of the apparel industry will change. We will think from the customer's standpoint and provide customers with products they want.

3. Younger and Individualized Transfer of Consumer Groups

China has gradually become one of the largest garment consumption markets in the world, and the new middle class represented by the post-90s and post-00s is becoming the main consumption force of the times. They have the characteristics of independent self and personality, dare to accept new things, and have their own unique views on fashion information.

Domestic shoe and apparel brands led by Hailan Home have moved closer to younger consumers. Luxury brands such as LV, Chanel and GUCCI have also bowed to traffic in 2018, replacing the spokespersons that China's Millennium generation loves to pursue.

The younger and more individualized consumer group transfer provides a good opportunity for brand rebuilding and rebirth of garment enterprises.

Brands should seize opportunities, pay more attention to data analysis to track consumer preferences, make adjustments to their own design, and increase personalized experience.

4. The New Consumption Form is Forming

With the change of the times, consumers become more and more rational. Price is no longer the primary criterion for them to decide whether to buy or not. Consumption upgrading will follow.

Clothing industry from the commodity era, return to the product era. The performance-price ratio of commodities will enter an extreme era. Consumers no longer pay for excessive premiums, they are more willing to pay for hobbies and interests.

If the price is no longer the primary criterion to decide whether to buy or not, that is, consumers are becoming more and more rational, so the demand for survival consumption has changed to the demand for improvement, the material consumption has changed to the service consumption, and the new consumption pattern has quietly formed.

5. A thorough change in channels and original operation modes

The ability of intelligent supply chain makes the level of clothing channel extremely compressed, and the chain from factory to consumption will be infinitely shortened.

Market and consumer demand promote multi-brand, full-range, one-stop aggregate stores, which can meet multiple shopping needs. Platform aggregate stores with incubation function and life style aggregate stores with strong experience show a good momentum of development.

In the future, collective stores will be the focus of investment in shopping centers.

6. The Age of Self-Media is Ending

The post-90s and post-00s generation of new fashion groups have a high dependence on the Internet. Paper media, as a traditional media channel, has been unable to attract their attention.

On the contrary, the rapid rise of social networks is the most effective way for brands to vertically attack young audiences.

Many consumers will choose to follow the advice of influential KOLs like Weibo Da V, whose opinions may be more authentic to them than traditional corporate advertising.

For the apparel industry, apparel advertisement must change from advertisement to pleasure, and it will become the key point to please customers.

Brand or terminal stores can become self-media, create their own circle of friends, interact with customers in many ways, and form customer loyalty.

7. The Rise of Fan Economy

Li Jiaqi, the "devil" in girls'mouths, is a hot KOL. She sells 10,000 bottles of sunscreen in 18 seconds and brings 3.53 million bottles of sunscreen in 5.5 hours, which successfully explains what "fans win the world".

Fan economy has risen. It hides the function of products behind, makes emotion the first, and realizes the rapid sale of goods.

8. The trend of visual marketing is more obvious.

The efficient data transmission of 5G technology promotes the development of video marketing, and the role of visual marketing VMD will be more obvious.

Excellent visual creativity can make stores more aesthetic, differentiated, enhance consumers'awareness and interest in brand, enhance brand influence, and help brands or stores go further.

9. Intelligent Intelligence Upgrading in Garment Industry

It is understood that up to 75% of fashion retailers have invested in AI in 2018. Fashion companies like Zara use AI to assist creativity, design and product development.

According to the algorithm, a large number of data are screened to predict which products consumers like best. From this, it is not difficult to see that future clothing consumption will be infinitely close to "private customization" and prominent personalization.

10. IP Enablation

Nowadays, IP joint name has become a hot topic in all walks of life. More and more brands have applied this trend, which can be done in this way.