Looking For Breakthrough In Clothing Brand "Coerced"

　 Ms. Cui, who works in a newspaper, often shares her online shopping experience with her colleagues. She does not believe much in online products, because pictures of beautiful products on the Internet can not be seen. Her online shopping strategy is to take a good look at online products, then go to the physical store to try on, understand the price, and then go back to the Internet to buy.

"The shop is very busy, but there are not many people who buy clothes at last." This is also a reflection of clothing salesmen in the past two years. Now many customers try to wear clothes, then note the type of clothes, and then buy them online. Physical store It's like their "fitting room". Since the financial crisis at the end of 2008, consumers have consciously tightened their purse strings, and many have switched to online consumption. This has an impact on the sale of physical stores, but also has the role of promoting, after all, the physical store is the best platform for commodity display, giving consumers the most intuitive shopping experience. Today's online stores have become a major channel for sales of clothing, and it is also a countermeasure for entity shopkeepers to open their own stores online. "Because some people on the Internet are buying at a low price, our business is under attack, so we have to join in." A clothing brand store manager said.

General trend

In fact, many brands are being coerced into entering. Net pin Domain. At present, many clothing e-commerce websites can be roughly divided into two factions: one is the traditional industry origin, the other is e-commerce, and the other is the e-commerce origin. Instead, the clothing is used as the product, representing the brand enterprise Martha Maso. For all brands such as fan Kai Cheng, Internet marketing is easy to handle, and they need to focus more on upgrading products. However, more traditional clothing enterprises are facing more challenges in terms of network sales. They have to do well in research and production of products, but also comb the relationship between online and offline channels, because once the combing is not good, the phenomenon mentioned at the beginning of this article is formed. This is really a headache for clothing brands that rely on traditional physical stores. No wonder some traditional clothing enterprises appear cautious in the development of e-commerce.

Su Qiang, Minister of brand development of Shan Shan, believes that clothing companies are hesitant about e-commerce and are slow in action. Because the traditional clothing enterprise's existing consumption mode is to take the form of franchising at the marketing terminal, which has made a breakthrough in the previous production, supply and marketing through-train mode. But in this mode, brand can not communicate directly with consumers. For example, the order is part of the order from the franchisee representing all the consumers to the Brand Company. When they order, the train of thought is replenishment. According to statistics, there will be no more than 15 new varieties added by an agent in an area, usually 8 to 10 new products. In order to organize an order, the products of the company of scale like Shan Shan have generally increased more than 400 products. However, because the sales channel is ordered by the franchisee, consumers can not see all the products at the terminal, and feel that the products are not changing much. There is a cognitive gap between consumers and brands. brand Limitations of development.

E-commerce is an effective means of brand to terminal. The reason why clothing companies are slow to act is that SMEs are not enough to invest in e-commerce because of their size restrictions. E-commerce companies are able to take advantage of the clothing industry in a leisurely manner and get a good return in a relatively short period of time. Su Qiang believes that the biggest problem of traditional brand enterprises is that enterprises can not communicate with consumers, but only communicate with franchisees. Even if consumers have individualized consumption demands, such as what changes in the hope of shirts and changes in cuffs, such information can be fed back to production companies, and production companies can not produce them, because enterprises are mass production and large-scale production. From the point of view of production plants, it is a contradiction to hope that the fewer the better the product, the better the better. This bottleneck is also a problem for traditional clothing enterprises to consider when they enter e-commerce.

Chen Zhongwei, deputy general manager of Heng Yuan Xiang group, has unique insights in online sales. As the boundaries of the industry become more and more blurred, textile and iron and steel products are not necessarily clear. There has been a deep gap between industries. However, with the development of information technology, this linkage has become increasingly close, and the difference between enterprises and enterprises is becoming smaller and smaller. The core competition between enterprises and enterprises is becoming more and more important.

Paying attention to the core competitiveness of the brand is naturally the focus of traditional enterprises. The recognition of e-commerce is no doubt. However, it is a question for them to find out how the traditional industry can create an enduring and distinctive core competitiveness after integrating into e-commerce.

BONO is an effective example of the apparel industry's early trial of this sales channel. The vice president of BONO summed up the conclusion: e-commerce is a forward-looking strategic layout. Traditional clothing enterprises should divide into several levels when they think about e-commerce. There are many ways for the traditional clothing enterprises to differentiate and improve in the future. The choice of electronic commerce can only be said to be a strategic choice. Online shopping is still a small part of the current consumption habits and consumption psychology of Chinese consumers. For garment enterprises, if we fully cater to the needs of consumers now, we have to take a very difficult road.

For BONO, the first brand in the traditional industry heading for e-commerce, the courage to test the water has already been respected by the brotherhood companies. Now everyone is eager to take the electronic commerce. Reflecting on the advice of the forerunner is one of the reasons why many traditional enterprises are still watching.

Technical barriers {page_break}

Traditional clothing enterprises will also encounter technical challenges when implementing e-commerce. Luhan, the Lenovo Greater China region, gave a very pertinent view: the backstage of e-commerce must be the support of enterprise's excellent information. Many garment enterprises should pay attention to the informatization and decision-making informatization of enterprises' internal processes, so as to ensure the speed of browsing, the speed of delivery and the speed of supply to meet the needs of customers. Therefore, the third party service is a shortcut for traditional clothing enterprises to develop e-commerce.

Clothing enterprises are now facing a series of pressures, such as fierce market competition, rising labor costs, increasing demand for small quantities, multi variety production, increasing pressure on inventory cycle, upgrading of traditional market access and rising rental of facades. Mr. Yang Weiqing, who is consulting with Mr. AI, emphasizes that the diversity of e-commerce is the biggest. E-commerce in the clothing industry is still at a very early stage. In the rapid development of e-commerce, the electronic commerce of enterprises begins to integrate with multiple ways.

Guo Hongchi, vice president of ShopEx, summed up several characteristics according to the different characteristics of the clothing industry, providing solutions for traditional clothing enterprises to carry out e-commerce, for reference, including brands, retailers, wholesalers, foreign trade enterprises, and clothing stores. These solutions will help traditional clothing enterprises to better develop e-commerce. It is feasible for the apparel industry to enter the field of e-commerce. Undoubtedly, with the help of the third party's technical services, it is a low-cost shortcut.

The more powerful brands of traditional channels, the more prudent it is to develop e-commerce. Therefore, in the face of the disadvantages of traditional brands, the industry generally highlights four solutions:

First, enter C2C or B2C stores to open counters, so that virtual channels can be traditionally operated as suppliers. This way of access is convenient and easy, and will not break the original dealer price system. This approach is most suitable for small and medium enterprises, making the online a new sales window.

Second, the operation of online marketing to a certain operator is actually a general agent mode on the Internet. The advantage is that it is more secure. The disadvantage is that it is poor in handling and how the marketing effect depends entirely on the operation ability of the operators.

Third, in order not to affect the sale of offline brands, to create a brand, such as BONO, is the essence of creating a new brand is an investment behavior. All new brands need to start from scratch. The formation of teams is particularly important. Whether the use of e-commerce teams, whether the new team can integrate with the corporate culture, is a problem that enterprises need to think about and solve.

Fourth, build your own website, make full use of traditional brand resources, effectively use offline mature channels, online sales and offline shipment. Mobilize all dealers to become logistics distribution, dealers under the reverse B2B, B2C, centralized marketing, offline distribution. This way integrates online and offline into a system, and the technology input will be larger, but it will make the brand form a resultant force and finally achieve the maximum benefit.