In the context of the rapid development of science and technology, people's lives have also changed, which also includes people's consumption habits. Looking back, from long-term traditional offline shopping, to online shopping in recent years, to today's hot mobile shopping, people's shopping methods have undergone drastic changes. Undoubtedly, changes in the times and technology have made consumption patterns more diverse.
Speaking of mobile consumption, we have to mention the recent two kinds of fast and gentle mobile terminal consumption hotspots, which have unprecedentedly transferred people's consumption to mobile terminals within a short period of time. Zhejiang Xiuwei Technology Co., Ltd. mentioned on its official Weibo: "APP as a mobile phone application software has been said to be familiar to the majority of users, and the recent subsidy wars of red envelopes, fast and Didi taxis have allowed users to develop Mobile payment habits. Under this trend, clothing stores should also seize the opportunity as soon as possible to launch their own mobile marketing products such as clothing apps. This is the best opportunity to seize users. When other brands occupy users ’mobile desktops, It's too late. "
Indeed, in the mobile consumption wave, among the four categories of clothing, food, housing and transportation that dominate people's lives, clothing is the first largest consumer category, and it is constantly innovating rapidly. Per capita clothing consumption is also increasing at an annual rate, and online and offline consumption patterns tend to As a mature mobile terminal, as another online shopping platform, consumer awareness and consumption frequency should also occupy a certain proportion of consumption.
However, in the field of clothing mobile terminals, its development prospects have not been sufficiently recognized by consumers and even some merchants. Why is this? In the period when APPs are overwhelming, how do apparel apps have a place on mobile desktops? How should the future mobile terminal be developed? How can businesses use mobile terminals to increase corporate profits?
Nowadays, more and more physical stores are feeling the huge challenge from online stores, but physical stores that know how to integrate the Internet and use smart phone terminals may make a comeback. How to transform the "touch point" of physical stores? These need to be answered tangibly ...
Clarify target consumer groups
Mobile data analysis company Flurry gave an app development trend report last year, showing that mobile apps are transforming many industries, and China has become one of the fastest growing APP countries. More and more people have begun to rely on APP applications, just like mobile phones. Reliance is a business opportunity, and a large number of clothing brand companies quickly responded and began to enter the APP mobile terminal technology first, hoping to be able to accurately target the promotion to each consumer through APP to achieve true point-to-point marketing. Li Shuhong, deputy general manager of Zhejiang Xiuwei Technology Co., Ltd. is an APP developer dedicated to clothing terminals. In the development of the terminal for many years, he concluded that the consumption power of young people now ranks first, and they are also the main customer base of mobile APPs. Therefore, achieving a positive interaction with young consumer groups and being able to better convey the brand concept is a universal vision for apparel brands to develop mobile clients.
Before choosing APP marketing, apparel companies should fully combine their positioning of apparel products, positioning of mainstream consumer groups, and brand positioning to adjust the strength and tactics of APP marketing strategies. "The mobile terminal's interface display must achieve a strong design sense, and strive to attract consumers first visually; and the interface must be concise and generous, because clothing-type terminal screens are small, information display is subject to objective constraints, and less content can be displayed at one time If listing a lot of information would be counterproductive. "Li Shuhong said. At this time, we cannot help asking, what can the clothing brand APP terminal do? Browsing the trend information, checking the store's new arrivals, learning clothing matching, etc. are just the most basic functions. In a mass information society, if it is not possible to provide a fresh, interesting, practical and convenient user experience for end customers, I believe that users will uninstall these APPs soon.
Focus on experiential
In the past two years, the creation of clothing mobile terminals has also become one of the brand's initiatives to achieve differentiation, fun and interaction. However, with the exception of mainstream platform-based apps and a few large brands led by ZARA, H & M, GAP, Vanke Eslite, Uniqlo, and IT, which can occupy a place in mobile terminals, the vast majority of apparel brand apps are still hovering out of consumers' sight. Even though many brands have joined the ranks of app development while keeping up with the trend, the purpose is nothing more than to consider it as a way to make money quickly. Li Shuhong reminded: "The brand development terminal is a delicate process, and it even takes some time to cultivate the user base. The" burning money "model like Kuaihe is not suitable for clothing brands unless it has a large amount of assets and therefore cultivates the customer experience. In the form of interaction, consumers can rely on the app of the previous brand to achieve profit. "
For example, Uniqlo, a fast fashion brand that advocates "fit for life," has developed an app called "uniqlo wake up" for its mobile app. Uniqlo wake up's welcome phrase "Start a new day with the sound of music that changes with the weather and share your wake-up information" tells that it is different from other apps. It integrates weather, music, and social functions. Get up with the weather, with a unique and wonderful female voice broadcast. In addition to the basic weather and alarm clock functions, uniqlo wake up also integrates social functions. You can share your wake up information to social platforms and share your wake up with the world. Information at the time of arrival. This is the intrinsic needs of consumers. Li Shuhong also mentioned, "The needs of mobile terminal consumers are first of all requiring fast internet speeds and smooth content, and they will definitely leave after waiting for a long time. Secondly, they are simple and clear, and they can quickly find what they want. You can reduce the input as much as possible. You can scan the QR code and click on the selection instead of input. "He emphasized that in the new marketing environment of the mobile consumer era, it is especially important to create a customer's full contact system and reshape the customer experience.
Online and offline integration
Chinese consumers consider store information to be the most important. The problem is that most brands do not get a healthy combination of online and offline, which is why clothing mobile terminals have not been valued by consumers. At this point, fast fashion brand mobile terminals have done more prominently.
For example, consumers can get coupons on GAP brand mobile terminals, and all of these coupons are only used in offline stores. It can be seen that the brand attaches great importance to the pull of the brand's offline store sales to encourage users to spend offline. . Local fast fashion brand Metersbonwe has begun to seriously crack the problem of online and offline interaction. Meters & Bonway builds an app based on the interaction between the physical store and the mobile phone shopping mall to achieve O2O integration. Consumers can conduct online closed-loop transactions and realize the entire process of search, shopping, and payment; they can find the nearest Meibang on the mobile phone at any time. Clothing physical store; in the physical store, by scanning the barcode function, you can place an order online, and the goods are delivered directly to home. At this level, it is no longer a simple storefront image transformation. The storefront's trading rules, settlement equipment, and software all need to be updated. This has directly disrupted the operating rules of the entire enterprise and the relationship between commercial real estate and brands. rewrite.
Li Shuhong emphasized that the mobile terminal represents online and the store represents offline. An important function of the APP is to extend the store's customers to the mobile phone. The APP will also provide LBS functions such as maps to provide store geographic information. In addition, the APP also Combine offline services such as QR code scanning and payment, so APP is the connection point for online and offline. "In the future, mobile consumption will become the mainstream of e-commerce. If consumers are still accustomed to shopping on Taobao Tmall, the development of clothing mobile terminals will be limited. If consumers still want to get more rich functions and services, Or you can enjoy location services, personalized clothing recommendations, VIP treatment, etc., and clothing terminals have great potential. "
It can be seen that whether it is transmitting more valuable product information through mobile phones or creating fresh and interesting hot spots, traditional retail is striving to transform and create a brand new shopping era.
"China Textile Network"