At present, digital means and tools have become the best choice for the high-quality development of the traditional footwear and clothing industry. After entering the deep water zone of digital transformation, with the digital empowerment of SaaS (software operation) service providers such as WeChat Alliance, many shoe and clothing enterprises have ushered in larger and more profit margins and development opportunities. In recent years, with the deepening integration of digital technology and the real economy, the digital transformation of the footwear and clothing industry has also accelerated. Recently, Luo Zheng, Chief Customer Operations Officer of Belle Fashion Group (hereinafter referred to as "Belle Fashion"), said in an interview with reporters that through deep cooperation with well-known domestic SaaS service provider Weimeng, Belle Fashion actively promotes store cloud based retail digitization, achieving real-time digitization of stores and integration of online and offline operations. It is understood that Belle Fashion has been deeply rooted in the footwear industry for more than 30 years and is a "carrier level" fashion footwear enterprise with over 20 brands and nearly 10000 direct physical stores. In the past, traditional shoe and clothing companies mainly relied on department stores to provide one-way output to a large number of consumers through pricing, advertising, and other methods. Due to the inability to interact with users, it was difficult to accurately reach them. Nowadays, the market has entered an era where consumers are the king. How to accurately find users through more channels and scenarios has become the key to business expansion for shoe and clothing enterprises, and retail digitization is undoubtedly the most important part of it. Based on this, Belle Fashion has been laying out its direct sales model for a long time and has established a vertically integrated market layout, enabling enterprises to fully understand and adapt to market trends, thus facing the consumer market more directly and responding quickly. At the same time, Belle Fashion is also constantly expanding retail channels and keenly transforming market demand into products. On the one hand, Belle Fashion is based on existing stores, focusing on customer demand changes and consumption trends, and quickly digitizing existing customers; On the other hand, in order to explore more emerging traffic, Belle Fashion has quickly implemented a live streaming matrix of "video accounts+mini programs" nationwide, greatly enriching marketing scenarios and injecting new consumption growth into terminal channels. Luo Zheng said that the essence of retail digitization is to effectively connect all marketing opportunities, customer needs, organizational behavior, and products together, providing customers with the highest value products and services, But "Shoes are non standardized products, and in the retail sector, customers' personalized needs for products will become increasingly high. Our service and reach for customers also need to become more efficient and precise. At this time, the value of store cloud is gradually released." Similarly to Belle Fashion, women's fashion company Masefield Group (hereinafter referred to as "Masefield") also values retail digitization. At present, over 400 stores under Masefield have completed cloud deployment. According to Masefield, starting from February 2022, Masefield has been collaborating with WeChat Alliance to embark on the path of enterprise digital transformation. Initially, both parties tested the online high-end women's clothing live streaming sales business, creating a performance increase of 9 million yuan. Afterwards, from April to June 2022, six fashion clothing brands under Marshfield successively promoted their store cloud plans, and their online performance also increased. As of 2022
Edit：XiaoWanNing Responsible editor：YingLing
Source：Economic Information Daily
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