Opportunities and challenges of apparel industry in 2016 under the "Internet plus" model

Economists predict that 2015-2017 will be the most difficult winter for the Chinese economy. In the past year, in terms of the clothing industry, there has been a continuous wave of "store closures" for sports brands and men's clothing companies, and the market has shown a bleak outlook. However, 2015 was also a year when traditional clothing retail enterprises changed *, and a series of Internet terms came into being, such as "Internet plus", "Internet 4.0", "door-to-door service", etc.

In 2015, many traditional enterprises hit the Internet one after another under the "temptation" of the Internet. But if it was 10 years ago, when Chinese consumers changed from non Internet users to "hands cutting people", enterprises could still enjoy the dividends brought online when they were doing e-commerce. But how can our traditional retail enterprises develop when consumers pay more attention to quality consumption and shopping experience?

Alibaba CEO Zhang Yong mentioned that e-commerce is developing very rapidly now, and the development in the next few years needs to be innovative. And proposed three major battles for Alibaba e-commerce in 2016: globalization, rural areas, big data, and cloud computing. If we say that in this Internet battlefield, what Ali needs to do is to grasp the internationalization, the countryside and the future. So what traditional clothing retail enterprises need to do is how to seize traffic, VIP, big data and services, and improve user experience and stickiness.

The most familiar model for traditional retail enterprises is to choose the right location, do a good job of decoration, display the goods, and wait for customers to come to their doorstep. This model has been greatly impacted by e-commerce and micro commerce, and is not suitable for the current situation and future trends. The "Internet plus" model is exactly the need for enterprises to take the initiative to attack on the network. The most important thing is to be able to "reach" the customers' eyeballs. It is a "fan economy", "community economy" and a business model to manage customers well. Therefore, traditional clothing retail enterprises need to change their mindset, take immediate action, and seize opportunities to successfully transform.