New way of growth in the digital age of Chinese shoe and clothing industry

In the post -epidemic era, the digital process of the retail consumer goods industry entered a period of acceleration. As a result, consumers' shopping habits and preferences have changed significantly, and new changes have put forward many new challenges to the entire industry. Shoes and clothing brands and enterprises are facing the three major problems of consumer purchase habits, traditional store business shrinking, and rapid changes in fashion hotspots. Recently, Deloitte's release of the "New Way in the Growth of the Chinese Shoes and Footwear Industry in the Digital Age", combined with in -depth analysis and precise insights in cases, with a view to bringing some inspiration and thinking to enterprises and brands.

Specifically, the rise of generations of generations has become more personalized and diversified, and the purchase habits have also changed dramatically. The brand urgently needs to explore a path to get along well with these young people; And the cost of traditional e -commerce is high year by year, the contradiction between online and offline, and finding a healthy growth "blue route" have become difficult issues that companies have to face; Japanese tide, Han Chao, and Guo Chao have struck one after another. , Hot models are "fast", but it is difficult for brands and enterprises to respond to accurate prediction and rapid response. In the face of these problems, Deloitte believes that digitalization is the key to solving the problem, and proposes three paths to help the Chinese shoes and clothing industry grow:

1. Use big data reconstruction brand and consumer relations

2. Use private domain to grow up the new blue ocean

3. Use digital empowerment product research and development and supply chain efficiency

In the 21st century, the importance of big data to enterprises is self -evident. With the Internet's native generation on the consumer stage, their trajectory is online and offline. Whether it is data collection from the Internet e -commerce platform, the social media represented by Tencent, or the multi -dimensional dimension of multiple contacts, covering the consumer's full life cycle The transaction behavior records, the information that the enterprise can get is great. In addition, the level of high -end clothing brand membership system expansion trends, enterprises can make precise portraits of consumer groups through intelligent algorithms such as category clustering and characteristic fitting, and strive to integrate offline stores and various types of platforms and formats online and formats. Realize the operation and management of omni -channel.

Deng Nie, the leader of Chinese consumer goods+retail, wholesale, and distribution industry, Deng Nie managed by Deloittes: "For omni -channel enterprises, the more important challenge is how to effectively open up the data of each system and third -party services in each system. Integration, then data output can be used to promote business, and the data is truly transformed into the company's own competitiveness. "

The survey shows that China's Internet traffic dividend has gradually disappeared, the growth rate of online shopping users in China has slowed year by year, and the cost and difficulty of online customer acquisitions have increased year by year. In this context, the company's strategy and play of traffic have been forced to adjust, shifting from "traffic" to "retention".

Deng Nie said: "After many years of development, the private domain ecology has been relatively complete, and the business model has been able to achieve a closed loop. Propaganda-grass-breeding-transaction-after-sales-members and other links has corresponding products. Enterprise WeChat and related management tools will help stores to become the center of local attributes, online and offline, sales and customer services. "

In terms of new product R & D and supply chain, Deloitte found that companies can not only accurately locate the planning direction through the platform big data, but also help brands verify the design direction of new products through digital research and wisdom. In addition, digital simulation tests can be analyzed in a timely manner to get real feedback from new products that have not been listed in time. Enterprises use the "fast anti" supply chain model to ensure efficient model renovation, continuously meet the fast -changing consumption hotspots, and better help companies master the Internet The demand for rapid changes in the consumer market grasps potential consumer groups.

For enterprises in the Chinese shoe and clothing industry, digitalization has spawned new sales channels and ways to spread interaction. At the same time, it also brings new technologies and innovation motivation to the traditional distribution system and store model. These changes have gradually affected the brand's research and development, design, and the supply chain system. In today's diverse and rapid evolution, the challenge is the opportunity itself.

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