The Epidemic Tests Fashion Industry, And There Are Always Opportunities In Crisis.

The epidemic that lasted for several months has brought a great impact to the fashion industry. The fashion brand has been affected by the epidemic in various aspects such as sales, marketing activities, supply chain and so on. According to the data released by the National Bureau of statistics in March 16th, domestic clothing shoes and hats and needle textiles dropped 30.9% in 1~2. From the point of view of sales channels, the total retail sales volume of the whole country is 13712 billion yuan, down 3% compared with the same period last year, of which 18.1% of wear commodities are down.

In this battle against epidemic diseases, China's local fashion brands show great flexibility. While actively carrying out corporate social responsibility, brands adjust their business strategy in time to cope with the test of the epidemic. Through the content, the fat whales will resume the related practice of Chinese fashion brands such as Ordos, Bosideng, Taiping bird, JNBY and Angel Chen during the epidemic.

Actively fulfill social responsibilities and flexibly respond to changing situations.

Since the outbreak of the new crown, local fashion brands have taken actions to fight the epidemic. In addition to donations, the local fashion group's flexible anti epidemic measures have also received widespread attention and praise from the media and the public. Ordos group is one of them.

In the early days of the outbreak, Ordos group made quick response to purchase masks and protective clothing and other epidemic prevention materials worldwide. At the same time, staff training in a very short period of time, the use of clothing production line production and free donation of protective masks and protective clothing. During the epidemic, the total amount of money donated by the group totaled 20 million yuan.

After seeing the relevant media reports, Li Yuchun studio invited Wang Lan, an Erdos female worker, to join the filming of "MV for girls" in March 8th. Wang Lan was the first worker to respond to the resumption of work. After receiving the notice of resumption of work, she gave up her vacation and worked overtime with her colleagues to produce the first-line protective equipment. She could produce more than 80 masks a day. On this special women's day this year, Wang Lan appeared in MV with the medical workers, volunteers, police and other women in various walks of life, showing the contribution of female workers to the epidemic.

After the outbreak of the outbreak, Bosideng realized that the front-line anti epidemic personnel had the need to prevent cold and warm. From the three Bureau, we learned that the builders of the fire god mountain and Raytheon hill hospital were suffering from the troubles of the late spring, and immediately deployed a number of down garments to the front. At the same time, Bosideng made a decision to donate the total down to 300 million yuan down jacket to the front-line medical staff, police, journalists and volunteers, and through micro-blog directly linked to a number of needs of organizations and units, completed the donation work efficiently and quickly, and sent down jacket to the anti epidemic personnel hands in time.

In addition to the donated materials, Bosideng, after careful consideration, decided to hold a brand show in London Fashion Week as scheduled. At the end of the whole show, it joined the links for Wuhan to cheer on China, and conveyed the confidence of the brand to China's success in overcoming the epidemic. Under the circumstances that the team has done a good job in epidemic prevention work, the great show has come to a successful conclusion.

When asked why he chose to continue to hold a big show, Bosideng told fat whales that the company had considered cancelling the fashion week. But when overseas media reported that Chinese brands might be absent from the four fashion week, after repeated consideration, it was considered that Chinese brands need to be issued in special times. On the one hand, the brand wants to show overseas Chinese fashion people's confidence and promote their understanding of China; on the other hand, they also want to bring overseas support voice back to China. On the day of the big show, Chinese overseas agencies, foreign companies, organizers, customers and the media gave very positive feedback. Bosideng also collected the blessings to make videos, transmitting positive energy to the industry and consumers.

Speed up the pace of digitalization.

Business focus shifts Online

In the face of the suspension of physical retailing, local fashion brands have shifted their focus to online businesses by strengthening the operation of e-commerce, opening live broadcasting and building communities, hoping to minimize the impact of the epidemic.

During the epidemic, Taiping bird adopted the strategy of "ALL IN new retail". Its current performance is stable at a daily average of more than 10 million yuan, with a maximum daily sales of nearly 50 million yuan. From March 5th to 8, Taiping bird organized more than 40 live broadcast, attracting 1 million 800 thousand people to watch, during which sales reached 246 million yuan, of which more than half of the turnover was achieved through WeChat applet, live broadcast and so on. At present, there are more than 1 million people at the WeChat terminal.

According to the economic observation network, after returning to work, Taiping bird adjusted its team functions to provide support and support for online business development. The main brand of women's clothing is adjusted to four new teams: the "powder absorbing group", "grass planting group", "weeding group" and "cheer group", which are responsible for the scale expansion of the online community, community activity planning, small program mall system optimization, promotion planning and case dismantling.

Under the guidance of the new retail strategy, Taiping bird maintains its connection with consumers through alternate live broadcast, small program distribution, WeChat spike, WeChat online membership and other activities, and achieves the goal of promoting transformation by means of live broadcasted content and grass planting. In February 5th, Pacific bird's PB online store was officially opened. Consumers can open the WeChat applet and send "live" to customer service to enter the live room. During the epidemic period, the brand of Taiping bird carried out more than 100 live broadcasts.

Compared with sales and inventory pressure, Jiangnan cloth clothing pays more attention to brand value and maintenance of fans experience. In a letter to group dealers in February 7th, Jiangnan Buyi showed that, in view of the current epidemic situation, for the new spring products in 2020, Jiangnan cloth will include its JNBY, CROQUIS (sketch), less, JNBY by JNBY and POMME DE. The 2020 spring product return rate of TERRE (Peng MA) brand is adjusted to 100% (2020 spring special return policy), and all dealers will be required to return all the products of some styles in advance.

In addition to helping dealers to tide over their difficulties, another advantage of this policy for JNBY is to prevent dealers from selling products at a low price to save losses, thereby maintaining brand premium and brand fans' experience. This is extremely important for JNBY, which has a high price per unit and in recent years, with fans economy as its core. The focus of the brand's operation during the epidemic period has also shifted to WeChat's small program and e-commerce providers, and has launched promotional activities that are limited to brand fans. According to the economic report of Jiangnan cloth in 2019, Jiangnan Buyi has a membership of about 3 million 600 thousand. Among them, WeChat accounts for more than 3 million 100 thousand of the total number of accounts, and the retail sales contributed by the members reach 2 billion 400 million yuan, accounting for 70% of the total retail sales.

Independent designer brands are facing more pressure. For independent designer brands, the major fashion week held in the first quarter of the year is a great opportunity to get exposure and visitors. Under the influence of the epidemic, the absence of fashion week will not only cause losses in sales, but also affect the cooperation relationship with the organizers. Angel Chen is one of the most influential designer brands.

Angel Chen was originally scheduled to take part in the fashion week in Milan in February this year, but Chen Anqi, the founder and designer of the brand, decided to cancel the 2020 autumn and winter series press conference after weighing the balance and got the understanding of the organizers. Meanwhile, Chen Anqi, who was overseas, also bought some medical supplies urgently, and sent the materials to the front-line anti epidemic personnel by way of human meat transportation. During the period of isolation, Chen Anqi also began to prepare for the upcoming Shanghai fashion week.

In March 5th, Shanghai fashion week announced in micro-blog March 24th to 30 days, will cooperate with Tmall, move fashion week from the line to the cloud, create the world's first fashion week through the live broadcast, and realize the whole process of watching and buying. There will be more than 100 brands screened by both sides in cloud show. Angel Chen is one of them. Participating in the cloud fashion week brand will open a cloud on the flash shop, and through Taobao live show autumn and winter new products and wear trend. In the latest recruitment information issued by Angel Chen, we can clearly see the importance of live broadcasting and e-commerce channels.

With the spread of the epidemic across the globe, it is hard to predict when the normal order of production and life will be fully restored, and how much impact the epidemic will have on the global economy. But there are always opportunities in the crisis, urging the brand to take more flexible measures to deal with the changing situation, and at the same time, embrace new channels and new technologies in a more positive way, and better move towards the future.