Challenge The Traditional Clothing Industry'S Killer -- Internet Private Brand

In the second session of 2011

Zhang Shulve pointed out that private brand clothing B2C is a disruptive change to the traditional clothing industry.

From the perspective of operation cost, the cost increase of traditional clothing industry in the distribution system, store construction, warehousing and logistics, human resources and other aspects is large, and its price increase is 8-10 times.

The e-commerce brand is only about 2 times, which brings more benefits to consumers.

He said, "from the point of view of gross margin, clothing is a relatively high industry. Marceau is positioned in the middle and high-end, and we can always make profits.

But the primary task at this stage is to enhance user experience and enable users to get more cost-effective products.

According to reports, after more than two years of development, Marceau has already had a million members, and this year's revenue is expected to reach 500 million -7 billion yuan. In only two years, the performance of traditional clothing has been completed for at least 5 years.

E-commerce has greatly shortened the growth cycle of clothing brands.

At present, Jingdong, Dangdang and other e-commerce giants are heading for the apparel industry, and the traditional clothing brands are also rapidly testing the waters of e-commerce.

Zhang Shulve believes that vertical subdivision companies are more professional and focused in the industry chain and supply chain management, and it is difficult for integrated platforms and traditional clothing brands to do this.

"Private brand plus e-commerce can foster users' brand awareness, brand stickiness and loyalty."

Zhang Shulve said, traditional clothing enterprises choose to cooperate with professional platform or outsourcing, is a good choice.

In view of the fierce market competition in the field of e-commerce, Zhang Shulve believes that the slaughter of integrated platforms will become increasingly fierce. After the market shuffle, 2-3 companies will occupy nearly 80% of the market share.

The vertical category B2C will also be subdivided and developed rapidly. Each industry can accommodate 1-3 large companies.

"We aim to be one of the top companies in the vertical field of high-end clothing, and Marceau is developing in accordance with the international fashion concept in terms of style, style and quality. In 10 years or so, we hope to build Armani in China."

Zhang Shulve said.