{"id":12390,"date":"2020-12-10T13:14:33","date_gmt":"2020-12-10T06:14:33","guid":{"rendered":"https:\/\/dtmconsulting.vn\/?p=12390"},"modified":"2020-12-22T10:39:53","modified_gmt":"2020-12-22T03:39:53","slug":"fashion-report-2021-sau-covid19","status":"publish","type":"post","link":"https:\/\/dtmconsulting.vn\/en\/fashion-report-2021-sau-covid19\/","title":{"rendered":"B\u00e1o c\u00e1o xu h\u01b0\u1edbng th\u1eddi trang 2021 sau COVID-19"},"content":{"rendered":"

V\u00e0o n\u0103m 2021, \u0111\u1ea1i d\u1ecbch COVID-19 s\u1ebd th\u00fac \u0111\u1ea9y th\u00eam nhi\u1ec1u xu h\u01b0\u1edbng v\u00e0 s\u1ef1 thay \u0111\u1ed5i h\u00e0nh vi ng\u01b0\u1eddi ti\u00eau d\u00f9ng<\/a> trong ng\u00e0nh th\u1eddi trang, v\u1edbi vi\u1ec7c mua s\u1eafm chuy\u1ec3n sang c\u00e1c k\u00eanh k\u1ef9 thu\u1eadt s\u1ed1 v\u00e0 ng\u01b0\u1eddi ti\u00eau d\u00f9ng ti\u1ebfp t\u1ee5c c\u00f3 thi\u00ean h\u01b0\u1edbng quan t\u00e2m h\u01a1n \u0111\u1ebfn \u1ea3nh h\u01b0\u1edfng c\u1ee7a doanh nghi\u1ec7p \u0111\u1ebfn c\u00e1c v\u1ea5n \u0111\u1ec1 m\u00f4i tr\u01b0\u1eddng v\u00e0 c\u00f4ng b\u1eb1ng x\u00e3 h\u1ed9i.<\/p>\n

\u0110\u1ea1i d\u1ecbch COVID-19 chi ph\u1ed1i suy ngh\u0129 v\u00e0 t\u00e2m tr\u00ed c\u1ee7a c\u00e1c nh\u00e0\u00a0 l\u00e3nh \u0111\u1ea1o trong doanh nghi\u1ec7p kinh doanh th\u1eddi trang \u0111ang l\u00ean k\u1ebf ho\u1ea1ch cho m\u1ed9t lo\u1ea1t c\u00e1c k\u1ecbch b\u1ea3n v\u00e0 hy v\u1ecdng v\u00e0o s\u1ef1 ph\u1ee5c h\u1ed3i nhanh ch\u00f3ng tr\u00ean to\u00e0n c\u1ea7u. Tuy nhi\u00ean, trong b\u1ed1i c\u1ea3nh \u00e1p l\u1ef1c ng\u00e0y c\u00e0ng t\u0103ng \u0111\u1ed1i v\u1edbi hi\u1ec7u qu\u1ea3 tri\u1ec3n khai c\u00e1c ho\u1ea1t \u0111\u1ed9ng kinh doanh, thay \u0111\u1ed5i h\u00e0nh vi c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng v\u00e0 nhu c\u1ea7u v\u1ec1 k\u1ef9 thu\u1eadt s\u1ed1 t\u0103ng nhanh th\u00ec doanh nghi\u1ec7p b\u1eaft bu\u1ed9c ph\u1ea3i c\u00f3 nh\u1eefng h\u00e0nh \u0111\u1ed9ng quy\u1ebft \u0111o\u00e1n \u0111\u1ec3 chu\u1ea9n b\u1ecb sau khi k\u1ebft th\u00fac d\u1ecbch.<\/p>\n

Sau m\u1ed9t n\u0103m 2020 ng\u00e0nh c\u00f4ng nghi\u1ec7p th\u1eddi trang \u0111\u1ea1t l\u1ee3i nhu\u1eadn th\u1ea5p k\u1ef7 l\u1ee5c, c\u00e1c nh\u00e0 l\u00e3nh \u0111\u1ea1o doanh nghi\u1ec7p c\u1ea7n ti\u00ean phong h\u01a1n n\u1ebfu kh\u00f4ng mu\u1ed1n b\u1ecb lo\u1ea1i kh\u1ecfi cu\u1ed9c ch\u01a1i n\u00e0y, t\u00ecm ra h\u01b0\u1edbng ph\u00e1t tri\u1ec3n v\u00e0 \u0111\u1ed5i m\u1edbi trong khi ti\u1ebfp t\u1ee5c thu h\u00fat c\u00e1c khu v\u1ef1c th\u1ecb tr\u01b0\u1eddng c\u1ed1t l\u00f5i c\u1ee7a h\u1ecd. Do s\u1ef1 gi\u00e1n \u0111o\u1ea1n trong nh\u1eefng th\u00e1ng g\u1ea7n \u0111\u00e2y, nhi\u1ec1u c\u00f4ng ty \u0111ang k\u1ebft n\u1ed1i l\u1ea1i v\u1edbi chu\u1ed7i cung \u1ee9ng c\u1ee7a h\u1ecd, \u0111\u01b0a ra nh\u1eefng quy\u1ebft \u0111\u1ecbnh kh\u00f3 kh\u0103n \u2014 v\u00ed d\u1ee5: t\u0103ng ROI (Return on Invesstment)<\/a> \u1edf c\u1ea5p c\u1eeda h\u00e0ng \u2014 v\u00e0 t\u0103ng c\u01b0\u1eddng c\u00e1c d\u1ecbch v\u1ee5 \u0111a k\u00eanh.<\/p>\n

C\u01a1 h\u1ed9i cho c\u00e1c doanh nghi\u1ec7p th\u1eddi trang<\/h2>\n

D\u1ef1a tr\u00ean nh\u1eefng thay \u0111\u1ed5i v\u1ec1 v\u1ed1n h\u00f3a th\u1ecb tr\u01b0\u1eddng theo th\u1eddi gian trong ch\u1ec9 s\u1ed1 c\u1ee7a ch\u00fang t\u00f4i v\u1ec1 th\u1eddi trang to\u00e0n c\u1ea7u, cho th\u1ea5y l\u1ee3i nhu\u1eadn kinh t\u1ebf c\u1ee7a ng\u00e0nh s\u1ebd gi\u1ea3m 93% v\u00e0o n\u0103m 2020 sau khi t\u0103ng 4% v\u00e0o n\u0103m 2019. \u0110i\u1ec1u \u0111\u00f3 d\u1eabn \u0111\u1ebfn s\u1ef1 gia t\u0103ng \u0111\u00e1ng k\u1ec3 v\u1ec1 s\u1ed1 l\u01b0\u1ee3ng c\u00e1c c\u00f4ng ty \u0111\u01b0\u1ee3c coi l\u00e0 \u201ck\u1ebb h\u1ee7y di\u1ec7t gi\u00e1 tr\u1ecb\u201d, m\u00e0 ch\u00fang t\u00f4i d\u1ef1 \u0111o\u00e1n s\u1ebd t\u0103ng l\u00ean 73% trong s\u1ed1 \u0111\u00f3 trong ch\u1ec9 s\u1ed1 v\u00e0o n\u0103m 2020, so v\u1edbi 60% v\u00e0o n\u0103m 2019.<\/p>\n

\"\"<\/p>\n

M\u1eb7c d\u00f9 cu\u1ed9c kh\u1ee7ng ho\u1ea3ng \u0111\u00e3 c\u00f3 t\u00e1c \u0111\u1ed9ng nghi\u00eam tr\u1ecdng \u0111\u1ebfn ho\u1ea1t \u0111\u1ed9ng c\u1ee7a c\u00e1c doanh nghi\u1ec7p v\u00e0 vi\u1ec7c l\u00e0m, nh\u01b0ng \u0111\u00e2y c\u0169ng l\u00e0 c\u01a1 h\u1ed9i cho c\u00e1c doanh nghi\u1ec7p nhanh nh\u1ea1y v\u1edbi th\u1ecb tr\u01b0\u1eddng. Th\u1eadt v\u1eady, nhi\u1ec1u c\u00f4ng ty th\u1eddi trang \u0111\u00e3 d\u00e0nh th\u1eddi gian trong su\u1ed1t cu\u1ed9c kh\u1ee7ng ho\u1ea3ng \u0111\u1ec3 \u0111\u1ecbnh h\u00ecnh l\u1ea1i m\u00f4 h\u00ecnh kinh doanh (Business Model)<\/a>, h\u1ee3p l\u00fd h\u00f3a ho\u1ea1t \u0111\u1ed9ng v\u00e0 l\u00e0m r\u00f5 h\u01a1n c\u00e1c \u0111\u1ec1 xu\u1ea5t gi\u00e1 tr\u1ecb (Value Proposition)<\/a> cho kh\u00e1ch h\u00e0ng m\u1ee5c ti\u00eau<\/p>\n

Trong t\u01b0\u01a1ng lai, tr\u01b0\u1eddng h\u1ee3p vi\u1ec7c \u0111\u1ea1i d\u1ecbch \u0111\u01b0\u1ee3c ki\u1ec3m so\u00e1t hi\u1ec7u qu\u1ea3 h\u01a1n trong n\u0103m t\u1edbi, nh\u1edd ph\u1ea3n \u1ee9ng m\u1ea1nh m\u1ebd c\u1ee7a s\u1ee9c kh\u1ecfe c\u1ed9ng \u0111\u1ed3ng. \u0110\u1ed3ng th\u1eddi, c\u00e1c can thi\u1ec7p c\u1ee7a ch\u00ednh ph\u1ee7 s\u1ebd b\u00f9 \u0111\u1eafp m\u1ed9t ph\u1ea7n c\u00e1c t\u00e1c \u0111\u1ed9ng kinh t\u1ebf, v\u00e0 du l\u1ecbch to\u00e0n c\u1ea7u s\u1ebd t\u0103ng l\u00ean. Trong k\u1ecbch b\u1ea3n \u0111\u00f3, c\u00e1c th\u1ecb tr\u01b0\u1eddng nh\u01b0 Trung Qu\u1ed1c ph\u1ee5c h\u1ed3i m\u1ea1nh m\u1ebd. Mckinsey d\u1ef1 \u0111o\u00e1n m\u1ee9c t\u0103ng tr\u01b0\u1edfng doanh s\u1ed1 b\u00e1n h\u00e0ng \u1edf Trung Qu\u1ed1c t\u1eeb 5 \u0111\u1ebfn 10% v\u00e0o n\u0103m 2021 so v\u1edbi n\u0103m 2019.<\/p>\n

M\u1eb7t kh\u00e1c, ch\u00e2u \u00c2u c\u00f3 th\u1ec3 s\u1ebd ti\u1ebfp t\u1ee5c ch\u1ecbu \u1ea3nh h\u01b0\u1edfng c\u1ee7a \u0111\u1ea1i d\u1ecbch t\u00e1c \u0111\u1ed9ng c\u1ee7a l\u01b0\u1ee3ng kh\u00e1ch du l\u1ecbch gi\u1ea3m, d\u1eabn \u0111\u1ebfn n\u0103m 2021 doanh s\u1ed1 b\u00e1n h\u00e0ng gi\u1ea3m t\u1eeb 2 \u0111\u1ebfn 7% so v\u1edbi n\u0103m 2019. H\u01a1n n\u1eefa, m\u1ee9c \u0111\u1ed9 ho\u1ea1t \u0111\u1ed9ng tr\u01b0\u1edbc th\u1eddi \u0111i\u1ec3m x\u1ea3y ra kh\u00f3 c\u00f3 th\u1ec3 quay tr\u1edf l\u1ea1i tr\u01b0\u1edbc qu\u00fd 3 n\u0103m 2022. D\u1ef1 \u0111o\u00e1n t\u01b0\u01a1ng t\u1ef1 c\u0169ng x\u1ea3y ra \u1edf Hoa K\u1ef3, v\u1edbi doanh s\u1ed1 b\u00e1n h\u00e0ng gi\u1ea3m 7 \u0111\u1ebfn 12% trong n\u0103m t\u1edbi so v\u1edbi n\u0103m 2019 v\u00e0 ch\u1ec9 ph\u1ee5c h\u1ed3i k\u00e9m h\u01a1n tr\u01b0\u1edbc qu\u00fd I\/2023.<\/p>\n

>> Xem th\u00eam: C\u00e1ch ti\u1ebfn h\u00e0nh ph\u00e2n kh\u00fac, l\u1ef1a ch\u1ecdn th\u1ecb tr\u01b0\u1eddng m\u1ee5c ti\u00eau v\u00e0 \u0111\u1ecbnh v\u1ecb th\u1ecb tr\u01b0\u1eddng<\/a><\/strong><\/p>\n

\u1ede nh\u1eefng khu v\u1ef1c l\u1ea1c quan h\u01a1n, \u0111\u1ed9ng l\u1ef1c th\u00fac \u0111\u1ea9y ch\u00ednh s\u1ebd ti\u1ebfp t\u1ee5c l\u00e0 c\u00e1c k\u00eanh k\u1ef9 thu\u1eadt s\u1ed1, ph\u1ea3n \u00e1nh xu h\u01b0\u1edbng \u0111\u00e3 h\u00ecnh th\u00e0nh tr\u01b0\u1edbc cu\u1ed9c kh\u1ee7ng ho\u1ea3ng COVID-19 v\u00e0 t\u00e2m l\u00fd ng\u1ea1i t\u1ee5 t\u1eadp c\u1ee7a ng\u01b0\u1eddi d\u00e2n \u1edf nhi\u1ec1u qu\u1ed1c gia. Th\u1eadt v\u1eady, d\u1eef li\u1ec7u g\u1ea7n \u0111\u00e2y cho th\u1ea5y r\u1eb1ng con ng\u01b0\u1eddi \u0111\u00e3 v\u01b0\u1ee3t xa \u0111\u1ebfn 5 n\u0103m trong vi\u1ec7c \u00e1p d\u1ee5ng k\u1ef9 thu\u1eadt s\u1ed1 c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng v\u00e0 doanh nghi\u1ec7p ch\u1ec9 trong v\u00e0i th\u00e1ng. D\u1ef1 ki\u1ebfn thuk\u1ef3 v\u1ecdng t\u0103ng tr\u01b0\u1edfng k\u1ef9 thu\u1eadt s\u1ed1 h\u00e0ng n\u0103m h\u01a1n 20% v\u00e0o n\u0103m 2021 (v\u1edbi 30% \u1edf Ch\u00e2u \u00c2u v\u00e0 Hoa K\u1ef3) so v\u1edbi n\u0103m 2020. C\u00e1c qu\u1ef9 \u0111\u1ea1o t\u00edch c\u1ef1c kh\u00e1c s\u1ebd bao g\u1ed3m \u1ea3nh h\u01b0\u1edfng ng\u00e0y c\u00e0ng t\u0103ng c\u1ee7a c\u00e1c \u0111\u1ec1 xu\u1ea5t n\u1ec1n t\u1ea3ng khi kh\u00e1ch h\u00e0ng n\u1ed3ng nhi\u1ec7t v\u1edbi tr\u1ea3i nghi\u1ec7m th\u1ecb tr\u01b0\u1eddng v\u00e0 s\u1ef1 th\u00e8m \u0103n m\u1edbi c\u1ee7a c\u1ea3 th\u01b0\u01a1ng hi\u1ec7u v\u00e0 ng\u01b0\u1eddi ti\u00eau d\u00f9ng \u0111\u1ed1i v\u1edbi s\u1ef1 tham gia t\u1ea1i \u0111\u1ecba ph\u01b0\u01a1ng \u2014 li\u00ean l\u1ea1c c\u00e1 nh\u00e2n ph\u1ea3n \u00e1nh \u01b0u ti\u00ean c\u1ee7a nhi\u1ec1u ng\u01b0\u1eddi..<\/p>\n

C\u00e1c c\u00f4ng ty ho\u1ea1t \u0111\u1ed9ng v\u00e0 ph\u00e1t tri\u1ec3n t\u1ed1t nh\u1ea5t trong nh\u1eefng th\u00e1ng g\u1ea7n \u0111\u00e2y c\u00f3 xu h\u01b0\u1edbng tri\u1ec3n khai \u00edt nh\u1ea5t m\u1ed9t trong hai \u0111\u1eb7c \u0111i\u1ec3m ch\u00ednh (Chi ti\u1ebft t\u1ea1i h\u00ecnh d\u01b0\u1edbi). Nhi\u1ec1u doanh nghi\u1ec7p t\u1eadp trung \u0111\u1ea7u t\u01b0 m\u1ea1nh v\u00e0o Ch\u00e2u \u00c1 – Th\u00e1i B\u00ecnh D\u01b0\u01a1ng, ph\u1ea3n \u00e1nh s\u1ee9c m\u1ea1nh kinh t\u1ebf c\u1ee7a khu v\u1ef1c v\u00e0 t\u00e1c \u0111\u1ed9ng t\u01b0\u01a1ng \u0111\u1ed1i th\u1ea5p c\u1ee7a \u0111\u1ea1i d\u1ecbch \u1edf \u0111\u00f3, v\u00e0 nhi\u1ec1u doanh nghi\u1ec7p kh\u00e1c \u0111\u01b0a ra m\u1ed9t \u0111\u1ec1 xu\u1ea5t k\u1ef9 thu\u1eadt s\u1ed1 h\u1ea5p d\u1eabn.<\/p>\n

Nh\u1eefng doanh nghi\u1ec7p th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed \u0111\u00e3 li\u00ean t\u1ee5c thu v\u1ec1 nh\u1eefng k\u1ebft qu\u1ea3 t\u1ed1t h\u01a1n v\u00e0o n\u0103m 2020, khi kh\u00e1ch h\u00e0ng b\u1ecb c\u00e1ch l\u00fd c\u00f3 xu h\u01b0\u1edbng chuy\u1ec3n sang s\u1eed d\u1ee5ng v\u00e0 ti\u00eau d\u00f9ng c\u00e1c n\u1ec1n t\u1ea3ng k\u1ef9 thu\u1eadt s\u1ed1 \u0111\u1ec3 mua s\u1eafm. \u0110\u1ebfn th\u00e1ng 8\/2020, nh\u1eefng doanh nghi\u1ec7p b\u1eaft k\u1ecbp xu h\u01b0\u1edbng kh\u00e1ch h\u00e0ng s\u1eed d\u1ee5ng c\u00e1c k\u00eanh k\u1ef9 thu\u1eadt s\u1ed1 \u0111\u00e3 c\u00f3 doanh thu cao h\u01a1n 35% so v\u1edbi th\u00e1ng 12 n\u0103m 2019.<\/p>\n

\"\"<\/p>\n

V\u1edbi hi\u1ec7u su\u1ea5t v\u01b0\u1ee3t tr\u1ed9i c\u1ee7a c\u00e1c k\u00eanh k\u1ef9 thu\u1eadt s\u1ed1 trong m\u00f4i tr\u01b0\u1eddng hi\u1ec7n t\u1ea1i, d\u1ef1 ki\u1ebfn c\u00e1c k\u00ean k\u1ef9 thu\u1eadt s\u1ed1 s\u1ebd v\u1eabn l\u00e0 xu h\u01b0\u1edbng d\u1eabn \u0111\u1ea7u v\u00e0o n\u0103m 2021. Th\u1eadt v\u1eady, kho\u1ea3ng 22% gi\u00e1m \u0111\u1ed1c \u0111i\u1ec1u h\u00e0nh chia s\u1ebb r\u1eb1ng \u0111\u1ea5y ch\u00ednh l\u00e0 ho\u1ea1t \u0111\u1ed9ng ch\u00ednh trong n\u0103m t\u1edbi \u2014 trong khi \u0111\u00f3 21% kh\u00f4ng ch\u1eafc ch\u1eafn v\u00e0 h\u01a1n 20% cho r\u1eb1ng \u0111\u00e2y l\u00e0 th\u00e1ch th\u1ee9c<\/p>\n

M\u01b0\u1eddi xu h\u01b0\u1edbng cho n\u0103m 2021 sau COVID-19<\/h2>\n

Khi th\u1ebf gi\u1edbi ph\u1ee5c h\u1ed3i sau \u0111\u1ea1i d\u1ecbch COVID-19, ch\u1ee7 \u0111\u1ec1 x\u00e1c \u0111\u1ecbnh trong kinh doanh th\u1eddi trang s\u1ebd l\u00e0 g\u00ec? Khi tham kh\u1ea3o \u00fd ki\u1ebfn nh\u00e0 qu\u1ea3n l\u00fd, l\u00e3nh \u0111\u1ea1o doanh nghi\u1ec7p\u00a0 trong ng\u00e0nh cho th\u1ea5y r\u1eb1ng c\u00e1c \u0111\u1ed9ng l\u1ef1c ch\u00ednh s\u1ebd bao g\u1ed3m thay \u0111\u1ed5i h\u00e0nh vi c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng (li\u00ean quan \u0111\u1ebfn c\u00e1c k\u00eanh k\u1ef9 thu\u1eadt s\u1ed1, m\u1ed1i quan t\u00e2m v\u1ec1 c\u00f4ng b\u1eb1ng x\u00e3 h\u1ed9i v\u00e0 s\u1ef1 mi\u1ec5n c\u01b0\u1ee1ng \u0111i du l\u1ecbch), \u0111\u1ea7u t\u01b0 c\u00f3 c\u01a1 h\u1ed9i v\u00e0 nhu c\u1ea7u x\u00e2y d\u1ef1ng hi\u1ec7u qu\u1ea3 h\u01a1n, \u0111\u01a1n gi\u1ea3n h\u01a1n v\u00e0 nhu c\u1ea7u- c\u00e1c m\u00f4 h\u00ecnh ho\u1ea1t \u0111\u1ed9ng t\u1eadp trung, c\u1ee5 th\u1ec3:<\/p>\n

1.Xu h\u01b0\u1edbng kinh t\u1ebf to\u00e0n c\u1ea7u<\/h3>\n