Have you been screened by a circle of friends?

Undoubtedly, micro-business has become another kind of business model that can't be ignored with traditional business, especially the micro-business of clothing. The industry concludes that from the earliest sales of goods, self-produced and self-sale... to today's micro-business services, the clothing business has been running from the most primitive 1.0 era into the 6.0 era.

“Every boss who opens a store to sell clothes, shoes, bags, etc. in my friend's circle, at the end of the year, the rental troubles will be handed in on time. Thank you for your cooperation. I'm not easy, for a year!”

Micro merchant leads the sales of clothing

Enter the 6.0 era

Recently, in the WeChat circle of friends, many people have forwarded notices of “letting friends pay rent.” Zheng Zheng, a citizen of Zhengzhou, replied without hesitation. “I’m too agree with this view. In the last year, the news of various sellers in my circle of friends has exploded. Every few days, new screens will be discovered. "Products," said Xiaozheng, she found more friends in the circle of clothing derivative business.

The WeChat was born in 2011, leading the wave from the media, quickly spread to the apparel industry, just 3 years, clothing micro-business appeared.

Wang Peijun, owner of Meixin Women's Clothing on the 9th West Street of Jinrong Trade City, is a member of the micro-business team. Wang Peijun, a native of Zhejiang, settled in Jinrong Trade City in 2004. In 10 years, he had his own brand, Meixin, and established a production plant of more than 1,800 square meters in the 3rd Ring Road of Zhengzhou. In 2010, he entered Alibaba.com. The network operator, last year, he had one more identity - micro-business.

“In March last year in Hangzhou, I heard my friend say that the micro-business is very hot and I wanted to try it. Just as my sister-in-law graduated and studied the e-commerce profession, I started to develop micro-business marketing.” Wang Peijun and others A colleague from Jiaxing, Zhejiang Province, established the “Jiaxing Chamber of Commerce” and developed in Baotuan. They registered the company and built a public account to increase publicity.

According to the reporter’s understanding, merchants like Wang Peijun, who are involved in micro-businesses, are among the few at Jinrong Trade City. Jinling Trade City Planning Manager Teng Jingxing said that according to incomplete statistics, at least 50 merchants have already started business through Wechat, and a large number of merchants only show new products to customers through WeChat.

“Now, even those who open stores on the street are trying to do micro-business, not to mention market players with resources and channels.” Teng Jingxing said that although micro-business is an emerging business model, it is also a clothing sales business. A new trend.

Micro-business marketing needs to master a degree, the key is to improve the trust value

Wang Peijun's nephew has some research on micro-business. He said that micro-business is a relatively special group. Its transaction stems from the trust between friends. This trust line is uncontrollable, and the quality of products and other factors may affect the value of trust.

“By doing micro-business, finding a good product or source of supply is just the first step. The key is whether you will wrap yourself up. There are a lot of people who are blocked in the circle of friends. The reason is that they do not have Grasping a good degree has created a crisis of confidence." Wang Peijun's nephew has a feeling.

The successful derivative is to show yourself. You can usually send out some emotions or pictures of life and show your true side to everyone so that your trust value will rise. Today, although the profit generated by the derivative business to Wang Peijun only accounts for 5% of the overall business, he is very confident about the prospect of the micro-business.

In his view, micro-businesses will grow explosively. This kind of growth is formed at the agency level. If such a tree-like structure can continue to develop, then it is not impossible for individuals to establish a business empire. "Micro-commercial nowadays is a freshly-baked 'little fresh meat'. It is young and energetic. Although it is tiny, it has a style!"

Teng Jingxing said that at present, Jinrong here, the market itself is also using the WeChat platform to do self-promotion, communication services to customers, and the public number has accumulated more than 10,000 followers. "Next year, the company will make great efforts to guide merchants to do micro-business, and teach them how to find customers, how to market them, etc. This is also a direction to guide the business transformation and upgrading."

Diversified consumer demand

Corresponding to multiple sales model

“The six sales models of apparel business, each era has products and main models for each era, and now all kinds of models are coexisting in a coexistent manner, which also makes the clothing market in Zhengzhou prosperous and escalating.” Teng Jingxing said, with Jinrong Trading City, for example, from 2002 to 2014, from the Zhengzhou clothing market spontaneous "aggregation and city", the establishment of the trade city, conform to the trend of standardization, scale of the history, to build a garment fabric market and garment processing park around Zhengzhou, Then embrace the Internet, supporting the "Henan Internet Business Park", and finally to the depth of the integration of the Internet, to cultivate e-commerce support. Zhengzhou Jinrong Trade City is equivalent to the five times of "Spontaneous 1.0 Market" - "Standardized 2.0 Market" - "Industrialized 3.0 Market" - "Networked 4.0 Market" - "Incubating 5.0 Market".

Nowadays, Jin Rong wants to combine e-commerce services, incubation and offline apparel sales, and on the basis of rapidly improving hardware and orderly progress, build O2O apparel business model of “B2B2C market” concept and build “fast fashion”. The consumption model of the clothing mall will be "the era of apparel business 6.0".

From the 1.0 era to the 6.0 era, on the surface, clothing sales have been diversified due to technological innovation, e-commerce development, and sales models. However, in the eyes of the industry, the constant pursuit of high-quality, design-oriented clothing sales. In essence, the change is the consumer demand for clothing diversity and personalization.

Teng Jingxing said that in the past, people only used clothing as a necessities of life. Now, there are more specialized areas of subdivision in the field of clothing, such as wedding dresses, performance clothing, business wear, and dresses. Consumers are increasingly demanding for personalization, customization, and specialization.

Therefore, for the merchants engaged in clothing business, consumers have more diverse needs, and they should also try multiple marketing methods. "For example, while you are doing your own professional category, you can increase the sales of other categories. Merchants that specialize in supplying dealers can also try net approval, or open Tmall Stores."