What is the new retail of clothing?

Since Ma Yun put forward "new retail", it has become a hot topic at present. All walks of life are talking about new retail. However, what is new retail? What's the difference compared with traditional retail? What opportunities will it bring to our clothing industry?

1. Traditional retail and new retail

To understand new retail, we must first understand retail. Only by understanding the traditional retail can we know where the new retail is.

Retail is essentially a place to connect users and goods. For example, when opening a clothing store, customers are consumers, clothes are commodities, shops are places, and shops are retailers. In the past, when we sold clothes, we always put the goods in the store first, and then customers came to spend them. Therefore, the traditional retail model is "goods-field-people", and customers take whatever they sell.

To open a shop now, we must first consider who the users are. What do you like? Where do you often go to participate in activities ... When you have a clear user positioning, you choose the location of the store to purchase goods and start a business. All new retail models are "people-field-goods".

2. The new retail characteristics of clothing: user-centered.

For the clothing industry, new retail means transformation, so we must abandon the old ideas and upgrade the sales of goods with new ideas.

If you want to be a good clothing store, the most important thing is to take the customer as the center and know the age, figure, preferences and frequent occasions of customers. , insight into customer needs and life scenarios, and then store clothes that meet customer needs.

Lululemon, who devoted herself to making yoga clothes in 2 1 year, didn't advertise or invite endorsements, but in North America, she was second only to Apple and Tiffany, which made people flock to her. Lululemon spends marketing expenses on yoga instructors, provides them with free yoga clothes and constantly changes products according to their opinions; Secondly, in addition to buying clothes, stores can also practice yoga; In addition, the community also holds free yoga classes, with the number ranging from 100 to tens of thousands.

Lululemon's success lies in taking users as the center, deepening the relationship between brands and consumers through profound experiential marketing, and capturing a large number of loyal fans.