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" among sports brands and men's clothing companies, and the market has shown a bleak state. 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 were lured by the internet to enter the internet. However, 10 years ago, when Chinese consumers went from not being internet users to becoming "hands cutting", they could still enjoy the dividends brought by online e-commerce. However, as consumers increasingly value quality consumption and shopping experience, how should our traditional retail enterprises develop?

Alibaba CEO Zhang Yong mentioned that e-commerce is developing very quickly 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 battlefield of the Internet, what Alibaba needs to do is how to seize internationalization, seize rural areas, and seize 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.

Traditional retail enterprises are most familiar with the business model of selecting good locations, decorating well, displaying goods well, and waiting for customers to come to their doorstep. This model has been greatly impacted by e-commerce and WeChat, 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 thinking, take immediate action, and seize opportunities to successfully transform.