Chinese Clothing: Online Shopping

In commemoration of the 30 years of reform and opening up, who can represent the future of Chinese clothing?

In the past 30 years, the magnitude of the world has changed greatly.

Is China's fashion and fashion industry not the same?

Rich and colorful content condensed in the short 30 spring and Autumn period.

In this extraordinary development, Chinese garment enterprises have created one legend after another.

Anyway, this is a great era worthy of remembrance and remembrance.

We do not expect to complete a grand narrative of 30 years - for anyone, it will be an almost impossible task.

We just want to pick up some details and fragments of history.

We believe that through the light of miracles, by capturing the details and fragments of history, we can also find the inevitable rule of historical development.

Though Kant said, "understanding is not what we can see with our eyes."

However, there are also philosophers who point out that both sensory perception and intellectual cognition have the same strong ability to see and have the ability to listen to the essence of things.

We believe that watching and listening to the world in a calm state is often easier to get close to the true colors of things.

As Lippmann said, "we take our mission from the inside to the outside, from the near to the far, and we go to think, to imagine, and to guess what is going on inside, what it means yesterday and what it means tomorrow."

What does tomorrow mean?

Will miracles happen in enterprises that have worked miracles in the past and today?

"I have been thinking about the future".

Looking back on the past is better for the future.

In commemoration of this great era, we do not want to be more deeply rooted in the past and pay more attention to the future: what is the future of Chinese clothing?

Who can represent the future of Chinese clothing?

Capital driven, manufacturing outsourcing, price war and advertising war...

Used to be the main products of men's clothing network direct selling pioneers to expand rapidly, but now, as the market matures and consumer behavior becomes more rational, the direct selling of shirts network begins to return to the essence of clothing.

Like many fashion magazines, there is a vivid model on the cover of the Masa Maso direct investment magazine. Unlike almost all fashion magazines, the handsome guy on the cover of Masa Maso magazine carries a proudly pet dog in her hand.

On the cover of this issue, a Masa Maso executive who had always felt that something was missing, accidentally saw her little dog in her arms, and put the puppy in the hands of the model.

So, there is a distinctive cover.

It is generally accepted that only through continuous innovation can we succeed in today's increasingly fierce market competition through differentiated marketing, differentiated products and differentiated competition.

This is no exception for men's clothing network direct sales mode.

After a great deal of questioning and criticism, the men's clothing direct sale mode with shirts as the main products is trying to show people a brand new face -- advocating R & D design, praising supply chain management and focusing on product quality.

What is more noteworthy is that after experiencing the exaggerated performance led by e-commerce, this new business mode is returning to the essence of clothing.

The threshold for entry into this field is not high.

As a result, the "crash" phenomenon naturally appeared on the Internet, and a "blue sea" turned into a new "Red Sea".

It should be said that Masa Maso is a tardiness of many men's wear online direct selling brands, and dozens of forerunners have appeared before her.

PPG, founded in October 2005, took more than 1 years to increase the daily sales volume of shirts to tens of thousands of items, close to or even surpassing the level of famous traditional men's clothing brands with a history of more than 20 years.

What is even more refreshing is that PPG has neither production plants nor sales terminal entities. It has achieved such a success by relying solely on a website and call center.

In the eyes of people, this business model is a myth. No matter it looks or sounds, it is perfect.

Stars are in the front and emulators are behind.

Soon after PPG became a big star, a large number of competitors came and came.

VANCL, BONO and so on, dozens of men's wear network direct selling enterprises, and even other traditional industries, enterprises began to imitate PPG mode.

The development of this new business model reached its peak in 2007.

Among the two key words of China's clothing industry in 2007, one is "capital" and the other is "e-commerce".

An interesting phenomenon is that these dozens of shirts for the main commodity men's direct selling website's style is exactly the same: the same gorgeous colors, the same column settings, the main products are Oxford shirt, the price range is mostly 100 yuan -250 yuan, the same low price, discount......

An industry insider even said that his strategy is to imitate PPG as much as possible. Since a pioneer has made a way out for everyone, why should he take the risk of taking a new road?

There is nothing different. Even registered trademarks are all foreign words. This is generally considered a clever move, because it will bring infinite imagination to those young consumers.

In fact, copying PPG's business model is not difficult.

In the clothing industry, men's shirts are relatively standard products, and supply chain management is relatively simple.

Over production capacity