The most important features of fashion consumption industry is the changing demands and rapidly updating products, which put forward higher requirements for the designs of branding companies. The designs should not only meet the functional needs, but also satisfy consumers’ pursuit of fashion and freshness. And the product design is the core motivation of brand’s sustainable development. Upgrading innovations and new-released products can stimulate the sales volume and positive operation. No matter now or in the future, the design-oriented brands will have a rising sales volume.
From the large-scale to this individualized new consumption era, cross-boundary collab products are showing a stronger guidance to Millennials and Gen Z, and also a more outstanding value creativity. No matter the influence of fashion IP on social medias or the application of diversified cultural elements, brands are continuously stimulating consumers and capturing their interest and attention. There have been 1,389,767 cross-boundary collab products released during 2017 to 2019 throughout the world, and the online consumption trend is also uprising. Cross-boundary collaboration has already become the most important marketing means.
Matching fashion IP and brands with the common values, target and consumers, the fashion IP energizes the brands through its beauty-appreciation, creativity, influence and cultural circle influence. Based on domestic market conditions, consumer value is the center core and aesthetic design is the guidance. Breaking through the traditional collaboration marking concept and understanding consumers’ demand in a brand new perspective, collab collections are released to strengthen the consumption memory and improve the product penetration, which can get wider consumer groups, stronger profitability and bigger market response.
With the trending streaming and Vlog in 2020, Chinese users are more dependent on live streaming, which sets a solid foundation for the live E-commerce. According to the prediction of AliResearch, the market volume of live E-commerce in 2021 will approach the 2 trillion mark and the penetration rate will reach 15.2%. At the same time, platforms are updating and improving their product functions and services, which also promotes the development of live E-commerce. Live streaming has gradually become the main pattern for fashionista and streamers to make brand marketing.
Live streaming has become a high-efficiency weapon for making brand promotion and attracting consumers. The application of Vlog accurately gets in touch with the interested users and increases the potential traffic. The interaction of streaming and Vlog is forming a new E-commerce channel, and which is one of the most effective channel marketing models. The most popular streamer Cherie owns over 20 million fans among all platforms, and she reached 1.51 billion yuan transaction amount during her Double-11 streaming.
In recent years, the concept of private domain traffic has been widely spread in the Internet industry. Except for its advantage of consumer cost and free touch, its accuracy and high conversion rate are also important. On the basis that users have enough trust or favor for the brand, through multi-channel operation, use high-quality products or content to attract users' attention, and convert them into a part of the private domain. Can directly get in touch with users in any time by any frequency brings more opportunities to marketing and further services.
The traditional thought that paying for traffic is outdated. Taking users as center core, applying lean operation and improving conversion rate are the key to break through. Based on the specific private domain strategy of enterprises, users are gathered in the private domain and under sustainable operation through touching, attracting and retaining more users with the help of data platforms and channels.
The consumer cost of online E-commerce is uprising, while the offline retailing hit a bottleneck. The coronavirus epidemic further strengthens the downward pressure of physical retail industry and pushes forward the overall upgradation of traditional profit model. Retailers should embrace the O2O model and provide consumers with diversified consuming experiences. The future new retail model which takes consumers as the core should be omni-channel, omni-scene and omni-chain.
As the most competitive industry in the future retail field, the fashion industry should make fast effects. Taking consumers as the core, we can obtain customers accurately and digitally, realize the digitalization of offline business, and form the offline customer matrix via store shopping guide. Consumers are gradually attracted through the O2O accurate marketing of complementary, interaction and information sharing. Although Uniqlo’s path from O2O to new retail is not suitable for all the enterprises, the consumer-oriented concept is always be the final logic.
Under the Chinese internal cycling system, submerged markets have become a new hot land for economic development. Vast and huge population is the key to submerged markets. With the improvement of Internet infrastructure, commercial forms and consumption population, there have been several turns of submerged market trend in recent years. Currently, the online consumption of submerged markets is in a leading statue. According to the data in the past three years, the growth rate of rural online retail volume was 3-7% higher than the whole level, and 70% of the new users during the 618 shopping festival are coming from submerged markets.
The consumers of submerged markets have changed their eyesight from basic necessities to entertainment and entry luxury. Especially the teenagers from small towns, they are the core consumption power and the future main consumption force, who have time, money and pursuit. Enterprises should take diversified use of the Internet to satisfy the growing needs of consumers from submerged markets. After the epidemic, Semir lays a solid foundation for its current popularity and market share through increasing online and offline stores in the third or fourth tier markets.
China is now rapidly stepping into a new consumption era. The development of digitalization leads to the improvement of diversified consumption ability. And various consumers are pushing forward the evolution of new consuming pattern and force. In the future, brand confidence, consumers’ experiences and values will be the key to gain consumers. The fashion industry should update strategies according the consumer behavior in the post-epidemic era. Developing a sustainable relationship with consumers through continuously upgrading products can help the brand building in the future.