First, apparel industry market insights and the development of the industry environment status quo

Now many apparel business environment is facing a new stage of industry transformation, more business enterprises to create

to the new situation of retail-oriented, what are the specific embodiment of it

The apparel industry has become the main consumer trend of social online consumption

According to an online survey on apparel consumption trends, online shopping is now the main consumer trend of social online consumption. strong> Second, clothing consumption habits change, social online consumption has become the mainstream consumer trends

According to an online survey on clothing consumption trends, online shopping has now become the mainstream of clothing consumption "open way" 56% is through the online to get to the clothing information important Source channel, 44% is from offline. In the past six months, the purchase of clothing channels purely offline only accounted for 10%, while the multi-channel accounted for 90%. And through the current phenomenon, how do merchants do it?

Third, the solution chain recommended

1, through the group / card coupons and other welfare activities to stimulate, enhance the power of the store

Through the WeChat circle of friends can accurately reach the users of the advertising combined with preferential card coupon distribution, the use of various types of activities in the store such as promotions to The user's phone number, so that customer service to contact the customer to book the store time and other information, you can always keep in touch with the customer to increase the user's adhesion to the business, for the cost of offline stores is very good.

Fourth, the case show and analysis

1, the black whale HLAJEANS launched a small program as the core of the group promotional activities, the online business of high-quality traffic combined with the social traffic effectively transformed into offline traffic. Stores launched this activity within a week of the single volume growth of 480%, all aspects of the brand to drive the growth of new customers up to 100%.

WeChat circle of friends ads to accurately reach users combined with the public number of tweets, access to a large number of seed target users, through the WeChat social fission ability to quickly revitalize the old customers at the same time harvested a large number of new customers, the user sees the ads to collect the coupon to the store after the write-off rate of more than 70%.

2, through the online booking, the user to the offline pickup mode, the use of small program channels to draw the number of participants increased by 7 times, of which 80% came from the branch to share promotions

3, accurate placement: can realize the nearby consumer groups circling the recommendation of the outer layer of concise guidelines preferential discounts diversion of the public number of articles/native pages

4, GAP new and old customers accurate conversion membership promotion GAP member pull new + card coupons issued.

Through the first-hand data reuse + big data mining, accurate communication with high-intention groups, to achieve a click rate of 236% increase in membership of 40%