For the difficulties encountered by the current clothing brands, there may not be much improvement in the next two or three years, and the future is bound to be even more sad. On the one hand, the number of stores and sales performance of each brand is shrinking. On the one hand, the operation of the electronic commerce is mostly in the stage of hard to see results. Even though the traditional clothing brand lines have begun to make some achievements, it is impossible for the offline stores to accelerate their deaths.

What is more frightening to these clothing brands is that in the face of the online and offline attack, we have not found effective countermeasures in addition to diversifying business to enhance the ability to resist risks or adopt multi brand operation to cover up the current performance decline.

At present, the clothing brand is trapped by inventory, which makes the industry sigh that "money is making a little bit, but it is all in stock".

It looks very beautiful. Combining online and offline can be said to be the most complex intersection of China's industrial economy so far. It needs to face changes from hardware and software facilities to consumer cognition. Moreover, it involves the knowledge and practical enhancement of a large number of leading buyers with uneven quality.

Such complex projects as micro shopping and guide shopping treasure are low efficiency from top to bottom, and only those who have participated in the operation know.

Therefore, in the short term, to rely on it to solve the problem of high inventory is just like communism, which is hard to reach in the current society.

From an operational point of view, I suggest that you have time to search online for an article I wrote before: "Tang Zhong Chuan: how to build a O2O system and play a good fan economy" in clothing brand, and elaborate on the difficulties encountered in the process of O2O.

In the face of similar organizational restructuring, ERP system to open up, online and offline share the same price, logistics system structure, terminal shop training, channel direct pformation, distribution of interests, marketing and other challenges, most brands in the initial cooperation with Tencent or Ali public relations propaganda, the internal impotence.

After this year's exploration, it seems to me that the biggest role of the micro shopping is to digitize the product, and to increase brand contacts based on WeChat, and to strengthen the brand's position in the consumer mental model.

And shopping guide treasure project can best attract the best interests of the clothing business, the demand point is that it can belong to the offline shopping guide treasure into the Tmall flagship store, improve the search weight of the product, but it is easy to break the ecology of Ali, and it is destined that the opinions of Ali's internal team may differ.

How much of the two can help the offline store bring in the number of incremental customers and repeat purchases? This is really hard to consider carefully at the moment.

Moreover, with the increasing openness of WeChat, the marketing interaction mode of micro shopping is becoming more and more backward, so businesses have to consider whether to quit or not, and find third parties to develop new games.

Shopping guide treasure project, naturally lack of social genes, marketing innovation depends on mobile phone Taobao client advertising or interactive support, however, in the case of the project failed to achieve good results, mobile Taobao's resources can be sent to Ali's internal shopping guide treasure team resources are also very limited.

Therefore, brand merchants can never feel the power of change from beginning to end.

Faced with many difficulties, from the current attitude of Tencent and Alibaba to clothing O2O, I believe that in the near future, the death of micro shopping and shopping guide is inevitable. Clothing brands need to consider their future O2O outlet.