电子竞技大赛

服装业华丽转身后面临渠道尴尬

ZHAORUIXI

2017年09月08日08:23  来源:
 
原标题:服装业华丽转身后面临渠道尴尬

  线下太贵 线上太乱

  服装业华丽转身后面临渠道尴尬

电子竞技大赛   SHENZHEN,CENGJINGDEFUZHUANGDAIGONGJIDI,RUJINDEFUZHUANGPINPAIJUJIDI,SHIZHONGGUOFUZHUANGCHANYEZHUANXINGSHENGJIDEYIGEYANGBEN。CONGCHANYELIANZUIDICENGDE“SANLAIYIBU”PANSHENGDAOCHANYELIANDINGDUANDEFUZHUANGSHEJI、PINPAIYINGXIAO,SHENZHENFUZHUANGYEJINGLILECONGDIDUANZHIZAOYEDAOWENHUACHUANGYICHANYEDEZHUANXINGSHENGJIZHILU。RANER,ZAIHULIANWANGDACHAOZHIXIA,MIANDUIXIANXIAQUDAOCHENGBENZOUGAO,SHENZHENHENDUOFUZHUANGPINPAICHUWANGQUEZAOYUGANGA。RUHESHIYINGDIANSHANGTIAOZHAN,SHISHENZHENFUZHUANGYEGENGSHIZHONGGUOFUZHUANGCHANYEDANGXIABIXUMIANDUIDEXINKETI。

  从制造业到文创业

  一场淘汰危机带来的转型升级

电子竞技大赛   ZAIMATIANNU(MY TENO)DEBANFANGLI,DABANSHIZHENGZAIANZHAOSHEJITUGANZHI2018NIANCHUNXIAJIDEFUZHUANG。MATIANNUCHUANGYIZONGJIANHUANGYICHUNGAOSUJIZHE,YINIANYAOTUICHUYUE2000KUANXINYI,CHUANGYISHEJIHUANJIEDEGONGZUOJIEZOUFEICHANGJINZHANG。

电子竞技大赛   1997NIAN,AIZUOYIFUDEHUANGYICHUNYUZHANGFUWUSUIPINGYITONGSHELILEMATIANNUPINPAI。CIQIANDEWULIUNIANSHIJIANLI,TAMENZUOGUOFUZHUANGPIFA,KAIGUOFUZHUANGCHANG,ZHENGLEBUSHAOQIAN,DANQUEMINRUIDIGANDAOJIAGONGPIFALIRUNDIBUSHIZHANGJIUZHIJI。WUSUIPINGSHUO:“DANGNIAN,FUZHUANGSHENGYIRUHUORUTU,DANPINPAIFUZHUANGHAIMEIKAISHI。WOHETAITAIJUEDINGCHUANGLIZIJIDEPINPAI。”

电子竞技大赛   WEILERANGPINPAIGENGYANGQI,WUSUIPINGXIANZAIYIDALILUOMAZHUCELEMATIANNUSHANGBIAO。WUSUIPINGBACHUGUODUJINCHENGWEISHIDAIDECHANWU。CHENGLIPINPAIHOU,WUSUIPINGKUAISUKANDIAOLEZHENGKUAIQIANDEPIFAYEWU,BINGPINQINGTAIWANSHEJITUANDUIQIANGHUASHEJINENGLI。

  MINRUIDIBUZHUOSHICHANGDONGXIANGSHIDEWUSUIPINGJISHIZHUAZHUZHUANXINGSHIJI。QIBUYUTEQUCHENGLIZHICHUDESHENZHENFUZHUANGXINGYE,DEYIYU20SHIJI80NIANDAIZHONGQIXIANGGANGZHIYIYEXIANGSHENZHENDENEIQIANZHUANYI, JUEQIYUDUIWAIJIAGONGCHUKOUDEFAZHAN。DANGSHISHENZHENYUEYOU1000JIAFUZHUANGQIYE,40YUWANRENCONGSHIFUZHUANGJIAGONGCHUKOUYEWU,100DUOGEPINPAIZAISHENZHENJIAGONG。

  RANER,HAOJINGBUZHANG。SHENZHENSHIFUZHUANGXINGYEXIEHUIHUIZHANGSHENYONGFANGGAOSUJIZHE,“SANLAIYIBU”(LAILIAOJIAGONG、LAIYANGJIAGONG、LAIJIANZHUANGPEI、BUCHANGMAOYI)QIYEFUJIAZHIDI、JIAOSHUISHAO,SUIZHE20SHIJI90NIANDAICHUSHENZHENZHOUBIANDIQUFUZHUANGJIAGONGYEDEXINGQI,FUZHUANGJIAGONGYEZHUBUCHENGWEISHENZHENDEXIANZHIFAZHANXINGYE。“NEISHI‘SANLAIYIBU’JIAGONGQIYEDEYINGYEZHIZHAO,ZHENGFUDOUBUPILE。ZHEIGEXINGYEBIXUCONGDIJISHUHANLIANG、DIFUJIAZHI、CHUKOUJIAGONGXINGXIANGGAOJISHUHANLIANG、GAOFUJIAZHI、ZIZHUPINPAIXINGDEFAZHANMOSHIZHUANBIAN,BUZHUANXINGJIUYAOBEIJICHUQU。”

  ZAIZHEIZHONGBEIJINGXIA,SHENZHENSHIFUZHUANGXINGYEXIEHUIYU1997NIANTICHU“WUMINGGONGCHENG”,DAZAOMINGQI、MINGPAI、MINGSHI、MINGMO、MINGDIAN,TUIDONGFUZHUANGYEZOUXIANGPINPAIZHILU。CIHOU,ZHENGFUYEWEIFUZHUANGYEDEZHUANXINGTIGONGZHICHI。ZAISHENZHENSHIZHENGFUDEZHICHIXIA,SHENZHENSHIFUZHUANGYANJIUKAIFAZHONGXINYU2003NIANCHENGLI。TONGNIAN,SHENZHENSHIZAILONGHUAXINQUDALANGBANSHICHUGUIHUAJIANSHE“SHENZHENFUZHUANGCHANYEJIJUJIDI”,2011NIAN,GAIJIDIJINYIBUKUODASHENGJIWEIDALANGSHISHANGCHUANGYICHENG。

电子竞技大赛   LAIZISHENZHENSHIFUZHUANGXINGYEXIEHUIDESHUJUXIANSHI,2016NIANSHENZHENFUZHUANGYESHIXIANCHANZHICHAO2000YIYUAN,YOUFUZHUANGQIYE2800YUJIA,CONGYERENYUAN20DUOWANREN,ZIYOUFUZHUANGPINPAIJIN2000GE(JIAOZHIMINGDEPINPAI200DUOGE),ZAIDACHENGSHIYILEISHANGCHANGDESHICHANGZHANYOULVDA60%YISHANG。ZIZHUPINPAICHANPINCHANZHIYOU20SHIJI90NIANDAICHUDEBUZU5%SHANGSHENGDAOMUQIANDE80%,YONGXIANCHUMASIFEIER(Marisfrolg)、YINGER(YINER)、GELISI(ELLASSAY)、MATIANNU、JIEXI(JESSIE)、YIZHIHUI(EACHWAY)、LIQI(LIZZY)、NAPAJIA(La pargay)、NAERSI(NAERSI)、FENLANYICHU(BBLLUUEE)、JIHOUFENG(SEASON WIND)、KAERDANDUN(KALTENDIN)、FANSINUO(VERSINO)、SHUNVWU、JIXIANGZHAIDENGYIPIZHIMINGPINPAI。

  RUJIN,SHENZHENFUZHUANGYEYIBUZAIJINSHIZHIZAOYE,ERSHIXIANGCHANYELIANDESHANGYOUPANDENG,MAIRULEWENHUACHUANGYICHANYE。WENHUACHUANGYICHANYEYUGAOXINJISHUCHANYE、XIANDAIWULIUYE、JINRONGYEBINGLIEWEISHENZHENSIDAZHIZHUCHANYE。《SHENZHENWENHUACHUANGYICHANYEZHENXINGFAZHANZHENGCE》MINGQUEJIANGFUZHUANGSHEJI、PINPAICEHUAYUYINGXIAOLIEWEIZHONGDIANFAZHANXINGYE。

电子竞技大赛   SHENZHENSHIFUZHUANGXINGYEXIEHUIFUMISHUZHANGZHENGYUANJIESHUO,WEIYINGDUIGUOJISHICHANGDEYANJUNTIAOZHAN,SHENZHENFUZHUANGXINGYEYUELAIYUEZHONGSHI“CHUANGXIN”“CHUANGYI”,MUQIAN,75%YISHANGDESHENZHENFUZHUANGQIYEJIANGXIAOSHOUEDE5%ZHI15%ZUOWEISHEJI、CHUANGXIN、YANFAJINGFEI。SHENZHENFUZHUANGYEZHENGNULISHIXIANYOULAODONGMIJIXIANGJISHUMIJI、RENCAIMIJI、ZHISHIMIJIDEZHUANXINGSHENGJI,XIANG“PINPAIZONGBUJINGJI”HE“DOUSHIJINGJI”DESHISHANGCHUANGYICHANYEFANGXIANGFAZHAN。

  从中低端到中高端

  寻找国际快消品牌冲击下的蓝海

  RUJIN,DACHENGSHIYILEISHANGCHANGLINEIXIESHAOZEQIANYUAN、DONGZESHANGWANDENVZHUANGXUDUOSHILAIZISHENZHENDEPINPAI。

  SHENYONGFANGGAOSUJIZHE,SHENZHENFUZHUANGYEZAIPINPAIHUAZHICHUJIUMIAOZHUNLEZHONGGAODUANKEQUN。ZHUANXINGQIAN,SHENZHENFUZHUANGCHANGDADUODAIGONGOUMEIGAODUANPINPAI,YONGYOUDANGSHIGUONEIJIAOXIANJINDESHENGCHANSHEBEIHEJIAOGAODEJIAGONGSHUIPING,JIDIANLEHENDUOZUOZHONGGAODUANFUZHUANGDEJISHU、MIANLIAOHESHEJIZIYUAN,JUYOUCHENGSHUDECHANYEJICHU。ERQIE,“DANGSHIZOUZHONGGAODUANLUXIAN,YEYOULIYUYUGUANGZHOU、DONGGUANDENGDICHAYIHUAJINGZHENG。”

  SHIJISHANG,YIXIESHENZHENFUZHUANGPINPAIYECENGCHANGSHIGUOZHONGDIDUANDINGWEI,DANXIAOGUOBURUYUQI。MATIANNUCENGZAI2001NIANTUICHUADAZHEIGEDINGJIAGENGWEIQINMINDEPINPAI,DANYEJIBUJIA。WUSUIPINGSHUO:“SUIRANNEISHIGUOJIKUAIXIAOPINPAIHAIMEIJINRUSHICHANG,DANZHEIGELEIBIEDEMENJIANBIJIAODI,YOUDALIANGDEJINGZHENGZHE。YIWOFENGSHIZUILEIDE,YILIANGQUSHENGBUSHIWOMENDEQIANGXIANG,WOMENBUNENGZHEIMEWUXUDIXUEPIN,XUYAOGANKUAIZHAOLANHAI。”

电子竞技大赛   2006NIANWUSUIPINGGUANDIAOLEADAZHEIGEPINPAI,BINGJINYIBUTIGAOLEMATIANNUDEDINGWEI,TIJIA60%。SUIHOUYOUTUICHULEDINGWEIGENGWEIGAODUAN、SHEHUADEADANNA(La Danum)。

  ERRUJIN,ZAIGUOJIKUAIXIAOPINPAIDAJUJINRUZHONGGUOHOU,XINPINPAIYAOZOUDINGWEIZHONGDIDUANDEKUAIXIAOZHILUJIUGENGNANLE。

电子竞技大赛   CHENZHONGHUAZAI2013NIANCHUANGLILELIMO(LAPORA)ZHEIGEZHONGGAODUANNVZHUANGPINPAI,2016NIANSHIXIANXIAOSHOUE2.7YIYUAN。TARENWEI,RUJINFUZHUANGPINPAIYAOZOUZHONGDIDUANLUXIANSHINANSHANGJIANAN。“ZHONGDIDUANFUZHUANGZOUDESHIKUAIXIAOLUXIAN,BIXUKUAISUZUOLIANG,YINGYESHOURUSUIGAO,DANLIRUNLVDI。ERQIEKUAIXIAODEKUCUNJIYAFENGXIANDA,BINGQIEZAIYUNYINGSHANGHENNANYUGUOJIKUAIXIAOPINPAIKANGHENG。ERZUOZHONGGAODUANFUZHUANGZEYUNXUQIYEXIANGDUIMANDICHENGZHANGHEJILEI。”

  DINGWEIZHONGGAODUANKEQUNDELINGYIGEHAOCHUSHI,XIAOFEIZHEDEJIAGEMINGANDUBUGAO,NENGGOUYINGDUIJINGJIZHOUQIBIANHUA。“JINGJIBUHAOSHI,SHOUYINGXIANGBIJIAODADESHIZHONGDIDUANFUZHUANG。”WUSUIPINGSHUO。

  FUZHUANGXIAOFEIBUJINJINSHIMANZUGONGNENGXINGXUQIU,GENGSHIYAOTIXIANGERENDEGEXINGHETEDIAN。SHENYONGFANGRENWEI,MUQIANFUZHUANGYEYIJINGJINRUSHEJISHIPINPAIJUEQIDEGEXINGHUASHIDAI,XIAOPILIANGDUOYANGHUASHIWEILAIFUZHUANGYEDEFAZHANQUSHI。

电子竞技大赛   ZHONGAIQINQISHUHUA、SHIJIUHUACHADEZHAOYUE,YINWEIMAIBUDAOZIJIXIHUANDEYIFU,YU2016NIANCHUANGLIZIJIDEPINPAI——MINGYUEHE。RUTONGPINPAIMINGYIYANG,ZHAOYUESHEJIDEYIFUJIJUZHONGGUOMEI,FUHANSHUIMOYIJING,DIANYAPIAOYI,BIANSHIDUHENQIANG。

电子竞技大赛   WEILEGENGTIEHENVXINGDEXUQIU,MINGYUEHEDECHENGYIKUANSHI,JUNKEGENJUKEHUSHENXINGHEYIJIANJINXINGDIAOZHENG,SHIXIANSIRENDINGZHI。ZHAOYUESHUO:“WOMENMEIZENMEZUOTUIGUANG,90%YISHANGDEKEHUSHIKERENJIESHAOGUOLAIDE,ZHONGFUGOUMAIDEBILVHENGAO。”

  “GUOWAIHENDUOSHEJISHIPINPAIYIGAOPINZHIDEZUOGONGHEGEXINGHUADESHEJIHUODELESHICHANGRENKE,SHOUJIABUFEI。WOMENYEZAICHAOZHEZHEIGEFANGXIANGFAZHAN。”SHENYONGFANGSHUO。

  线下太贵线上太乱

  电商崛起带来的渠道挑战

  CHENZHONGHUAJIJIZHESUANLEYIBIZHANG:YIJIANYIFUDESHOUJIALI,SHANGCHANGQUDAOZHAN28%ZHI30%,RENYUANGONGZIYUEZHAN20%,YUANCAILIAOJIBAOZHUANGYUNSHUZHAN18%ZHI20%,YANFAFEIYONG8%ZHI10%,HAIYOUKUCUNTANXIAOHENASHUI,SHENGXIADECAISHIQIYEDEJINGLIRUN,NENGWEICHIZAI15%JIUHENBUCUOLE。

电子竞技大赛   ZUOGUOPIFAHEGONGCHANGDEWUSUIPINGZAICHUANGLIMATIANNUDEQIBUJIEDUANJIUFAXIAN,SHENGCHANBUSHIZUIDADEZHANGAI,YEBUSHICHUANGZAOLIRUNDEZUIDAYUANQUAN,SHEJIKAIFACAISHIDIYISHENGCHANLI,QUDAOZESHIDIERSHENGCHANLI。

电子竞技大赛   SHENYONGFANGRENWEI,DANGXIAFUZHUANGQIYEMIANLINDEJUDATIAOZHANYOULIANGGE:YISHIRUHEGONGGUYUSHEJISHIDEGUANXI;ERSHIRUHESHIYINGDIANSHANGCHAOLIU,ZHENGHEXIANSHANGXIANXIAQUDAOZIYUAN。

电子竞技大赛   SUIZHEYIXIANCHENGSHIFANGJIAZOUGAO、GOUWUZHONGXINZENGDUO,RENQUNFENSAN,DAOZHIZHONGGAODUANFUZHUANGPINPAIZAIYIXIANCHENGSHIDEJINGYINGYALIZENGDA。DIKAI(Distin Kidny)PINPAICHUANGSHIRENCENGXIAOBINSHUO,YIXIANCHENGSHIXIAOFEICHENGXIANMINGXIANFENHUAQUSHI,GAODUANPINPAIHEZHONGDIDUANKUAIXIAOPINPAIGENGRONGYIBAOZHUSHICHANGFENE,ERJIEYULIANGZHEZHIJIANDEZHONGGAODUANFUZHUANGXIANGDUIGENGNANSHENGCUN,“WOMENZAIYIXIANCHENGSHIKAIDIANMEIYOULIRUN。”

  BULUNSHILIMOHAISHIDIKAI,ZUOWEIXINPINPAI,DOUZAISHENGENGERSANSIXIANCHENGSHI。CENGXIAOBINSHUO:“WOMENJIHUABAQUDAOXIACHEN,BIRUDAOXIANJISHI。XIANJISHIHAISHIYOUYIBUFENXIAOFEINENGLIJIAOQIANGDERENQUNDE,ERQIESHICHANGJINGZHENGMEINEIMEJILIE,GUOJIPINPAIHAIMEIJINZHU,GUONEIPINPAIYEXIANGDUIJIAOSHAO。”CHENZHONGHUASHUO:“YIXIANCHENGSHISHANGYEZONGHETIYUELAIYUEDUO,ERERSANXIANCHENGSHISHANGYEZHONGXINBIJIAOJIZHONG,GENGRONGYIFUGAIDAOMUBIAOKEQUN。”

  MIANDUIXIANXIAQUDAOCHENGBENZOUGAO,SHENZHENHENDUOFUZHUANGPINPAICHUWANGQUEZAOYUGANGA。MATIANNUDEXIANSHANGXIAOSHOUJINXIANYUCHULICUNHUO。WUSUIPINGSHUO:“KAIZHANXIANSHANGXIAOSHOUHUIYINGXIANGJIAMENGSHANGDELIYI。ZAIXIANSHANGBUDAZHE,BUHAOMAI;DAZHE,YOUCHONGJISHITIDIANXIAOSHOU。”DIKAICENGCHANGSHIGUOXIANSHANGXIAOSHOU,KAIGUOTIANMAOQIJIANDIAN,DANQUEYINYINLIUCHENGBENGAO、TUIHUOLVGAOERCHEHUIXIANXIA。CENGXIAOBINSHUO:“XIANZAIXIANSHANGQUDAODECHENGBENBINGBUDI,FUZHUANGZAIXIANSHANGSHUYUTUIHUOLVGAODECHANPIN,HENRONGYICHANSHENGKUCUNWENTI。WEILEWEICHIXIANXIASHITIDIANDELIYI,YIBANDOUCAIQUBUDAZHEDECELVE,KUCUNHENNANXIAOHUA。”

电子竞技大赛   YEYOUYIXIESHENZHENFUZHUANGPINPAIZHENGZAIJIJITANSUOXIANSHANGXIAOSHOUMOSHI。WEIBIMIANCHONGJISHITIDIANYEJI,DADUOCAIQUXIANSHANG、XIANXIABUTONGKUANDEXIAOSHOUCELVE。

电子竞技大赛   SHANGSHIFUZHUANGQIYEGELISI2011NIANKAISHIJINXINGHULIANWANGXIAOSHOU,2013NIANGELISITUICHUXIANSHANGNVZHUANGPINPAIWEISONG(WITH SONG)。2016NIAN,GELISISHIXIANYINGYESHOURU11.32YIYUAN,DANWANGLUOXIAOSHOUJINEJIN7362WANYUAN,ZHANZHUYINGYEWUSHOURUDEBIZHONGJINWEI6.88%。WEILEQIANGHUAWANGLUOYUNYINGDENENGLI,GELISI2016NIANCHIZI2.78YIYUANSHOUGOULEZHUANZHUYUZHONGGAODUANGUOJISHISHANGPINPAIDIANZISHANGWUYEWUDEBAIQIUDIANSHANGDE75%GUQUAN。

电子竞技大赛   YINGER2010NIANKAISHIJINZHUTIANMAO,QIXIADEYINER(YINER)、ENSHANG(INSUN)、SHIPIAN(PSALTER)、GEZHONGGE(Song of Song)、AOLIJIADUO(OBBLIGATO)HESHIERLAN(XIIBASKET)LIUGEPINPAIZAI2016NIAN“SHUANG11”DANGTIANSHIXIANLEJIN2YIYUANDEXIANSHANGXIAOSHOUE,TONGYANGCAIQULESHANGCHANGTONGKUANBUDAZHEDEJIAGECELVE。

  “HULIANWANGSICHAOXIA,RUHESHIYINGDIANSHANGTIAOZHAN,SHISHENZHENFUZHUANGYEJINNIANLAIMIANDUIDEXINKETI。”SHENYONGFANGSHUO:“RUGUOMEIYOUWANCHENGHAOZHEIYIZHUANXING,NEIMESHENZHENFUZHUANGYEKENENGHUIZOUXIAPOLU。”(JIZHE ZHAORUIXI)

(责编:杨曦、李栋)
 

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