The Epidemic Has Accelerated The Maturity Of Fashion Designers.

In the Spring Festival of 2020, a sudden new coronavirus pneumonia caused many industries to press the pause button, and the continuous spread of the epidemic increased the uncertainty of the comprehensive resumption of work. Even though the new coronavirus pneumonia has been further controlled, the impact of the retail industry can not be ignored, especially in the apparel industry.

Delays in resumption of work, stagnation of production, zero volume of traffic, cash flow "bottoming out", offline shop closures, shopping guide waiting for jobs... Originally thought that the sales peak this year was completely annihilated, it can be said that the outbreak of the enterprise directly to the corner, some enterprises can not withstand pressure and embarked on the road of bankruptcy.

According to the data released by the National Bureau of statistics, sales of clothing, shoes and hats and needle textiles fell by 30.9% to 153 billion 400 million yuan in the 1-2 months. The record was the worst, mainly due to the fact that the stores and stores still open in the end of January and most of the shopping malls in China in February were still on the decline. At the same time, new textile and garment manufacturing enterprises also showed a decline. From February 1, 2020 to March 17th, our country added 106470 textile and garment manufacturing and wholesale and retail enterprises, while in 2019 the same period, the new business volume was 216806, down 50.9% compared with the same period last year.

And how to save themselves has become a problem that all enterprises and retailers are thinking about. How to save themselves is what they have been exploring. When the offline market is forced to stop, the online industry has become a fertile ground for companies to develop. Live broadcasting, WeChat communication and e-commerce are among the most urgent sources of income.

Although broadcast has gradually become a mature mode of entertainment and Commerce since 2018, there are still many enterprises and brands that are disconnected from the world of live broadcasting, and there is no real understanding of the trend of live broadcast. The outbreak has prompted more enterprises and businesses to understand and set foot in this new sales mode.

For fashion designers, today's live broadcast is not just about selling wheat and selling goods, but also a personal IP output and output of the product, and it can also be attributed to one of the fans' economy. There are also designers who believe that live broadcasting can spread the culture and ideas of brands without regional restrictions, so that more people will know and understand their brands.

At present, with the control of new coronavirus pneumonia in China, the retailers and enterprises are gradually resuming production and sales. But what are the effects brought by the epidemic during the whole epidemic period? Zhonghua net collects some of the views of fashion designers, and looks at their thoughts on the future development of clothing.

　　 Ningbo Xiang Dai palace culture Co., Ltd., Beijing Xiang Dai Palace HangYu Culture Co., Ltd., the brand of Xiang Dai palace, Gong Hangyu.

Q: first of all, what's your greatest feeling for this epidemic?

The biggest feeling is that human beings are very small in front of nature, so we should love nature and our way of life should also be changed. I advocate a healthier and more natural way of life. This is the beginning of our clothing design. Therefore, clothing design is more inclined to green materials. For example, our cheongsam uses green, pure silk and other fabrics.

　　 Q: What is the production status of the company?

Our company's current production situation can be said to be mixed with joy, mainly based on production. At present, the whole design department is in Beijing, and Beijing's control is stricter. It can not keep everyone in attendance. There are many online contacts. The factory produces only about one worker. Many people can't come back because of the epidemic control and so on. They have to be quarantined for 14 days, so there is only one person returning to work in the factory.

　　 Q: What is the impact of delayed reemployment on brands? What is the most influential aspect?

The biggest impact on the epidemic is publicity, and second is sales. Actually, we attended the China International Fashion Week at the end of March, and the theme of the exhibition has been confirmed. The display of Qianxi South Africa remains, but now the products of the show can not be done, and others are also at a standstill. The second is that all offline stores are unable to open, even if the operators have less traffic. So we also made adjustments to train you to do live broadcast.

　　 Q: During the period of delayed recovery, what are the ways to alleviate the difficulties?

We were really confused and frightened when we first received the notice of delayed reemployment, because the production stopped completely. In the early seventh of July, a learning group was set up to learn online channels and made some adjustments. Originally, we also need to launch online shopping mall, but this epidemic has accelerated the planning and layout of the online platform, and the platform framework has already come out. We will now transform the mall platform from a simple clothing platform to a collection platform of original ecological lifestyle.

　　 Q: After this outbreak, many enterprises realized the importance of online channels or live selling. What do you think? What new channels will the future planning develop?

I think online live channel is still very necessary. We are doing live broadcast very well. As we all know, clothing needs to be displayed before it can be seen. But this time we made a different attempt to invite customers to do the exhibition. The result is very good. The sales volume of one day is several times higher than that of offline stores. Previously, they could only cover the customers who went to the physical store. Now they can cover all parts of the country and even abroad through live broadcast. Once they place orders, they send them to their hands by sending them, so we just need to do a good job in the logistics platform. Online live broadcast is very attractive and the scene is more prominent, so it is a very good platform and channel. At present, we have entered the major traffic platforms, such as jitter, goose pass, and many other live platforms have been registered. We also made a live broadcast plan, which I took the lead in the live broadcast.

　　 Q: I believe that the brand has completed the planning for the next year last year. What's the change of the brand's future planning after this epidemic? What are the key points?

Before that, we focused on planning offline stores, opening several direct centers, and opening experience centers in seven to eight cities. However, after the epidemic, the planning focus has changed, and stores under the line will still retain, but the emphasis will be placed on the online platform. What we are doing now is the full participation of live broadcaster. We will also recruit some anchors to prepare a special training camp for the hosts. Through training, they will become the spokesmen of the brand, and let the consumers and customers participate in the live broadcast, so that the store will become a live broadcast scene. The second will turn the offline experience center from a simple clothing company to a collection store of the original ecological lifestyle. From food, clothing, housing and line products to a window, the offline store is transformed into a live product display center and a customer experience center, and then products are drained onto the line. At present, all platforms are in trial operation, and I am still full of expectation.

Xiamen Yang and Culture Industry Co., Ltd. MR.DESIGNERYANGZI

Q: first of all, what's your greatest feeling for this epidemic?

The epidemic has a certain impact, especially for the offline market, which is almost a serious blow. It should be said that clothing and catering, entertainment and other effects are relatively advanced.

Q: What is the production status of the company?

At present, the production of the company has been pushed back by my emotions, especially fashion activities and releases. The planned activities at Wenstin Hotel, fashion week and national fashion forum have been cancelled. At present, we are just keeping the development of the industry, and at the same time, the online sales remain fast, and the factory starts to produce the summer products, so as to consider as many new ways of cooperation as possible.

Q: What is the impact of delayed reemployment on brands? What is the most influential aspect?

For the brand, there is a certain impact, the biggest impact is that the original plan of many projects have almost been canceled, the year's plan is in spring, so many years after the development of many brands to make a brand new timely adjustment. In particular, the impact of offline retail sales is very large, including the consumption power of the original customer groups. The overall situation of our brand has been greatly affected, but efforts are also being made to comprehensively promote the work.

Q: During the period of delayed recovery, what are the ways to alleviate the difficulties?

During the delay period, we work at home and communicate with each other through the Internet, especially the product development and sales, as well as the communication and deployment of the visual part.

Q: After this outbreak, many enterprises realized the importance of online channels or live selling. What do you think? What new channels will the future planning develop?

I always feel that all kinds of sales models on the Internet are worth studying and thinking. The key is that no matter what kind of retail way is in line with brand positioning and market demand, as long as it is consistent, I think it is good! We also have been doing retail online, and there are also retail participation in the form of live broadcast. So I think the consumption trend needs to be explored and innovated quickly, and accepted some form, with constant design spirit and changing trend of consumption.

Q: I believe that the brand has completed the planning for the next year last year. What's the change of the brand's future planning after this epidemic? What are the key points?

After experiencing the epidemic, our brand has already carried out the layout and emphasis of online retailing while maintaining the offline stores. This year, we will vigorously push forward the online retail and partner mechanism. We will conduct a full range of docking in video, visual graphics and the conference in the second half of the year to maximize the commercial value of interactive sharing.