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Online Direct Selling Of Traditional Clothing Industry

2008/9/24 14:02:00 31

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Online Direct Selling Of Traditional Clothing

With the PPG shirt bringing the "light company mode" into the clothing industry, the B2C industry once got bogged down in the misunderstanding of price war and advertising war.

The traditional clothing enterprises YOUNGOR (10.11,0.01,0.10%, bar) (600177), good news bird (13.25, -1.02, -7.15%, bar) (002154) and so on, after launching their own online stores, not only have built a three-dimensional integrated marketing structure including call center, catalog sales, network direct sale, ground direct shop, but also enhance the user stickiness and cross the industry inflection point from improving product quality and pre sale, sale and after-sales service.

Complete industrial chain to make up for weakness in the industry

Since the beginning of PPG, most domestic apparel Direct Selling Company have adopted the "light company mode" which completely outsource core R & D, design and manufacture. This mode has captured a large number of loyal users in a very short time, mainly relying on large-scale brand marketing.

But with the expansion of online shopping scale, product quality problems arise, resulting in the phenomenon of user returns.

The online shop, which is born out of traditional clothing enterprises, has inherent advantages in clothing quality.

Take the eBONO, the online store of the news bird, for example, its design, brand, production, and service are completely born out of the "China first men's clothing brand".

Since August, the BONO group has launched the BONO Tailor, the main store of clothing and shirts, which will be first launched in Beijing, Tianjin, Shanghai and other key cities, and gradually complete the docking with eBONO direct selling platform.

Now the "eBONO" that takes the function of online store, and the "BONO Tailor" that undertakes the entity store operation is the extension of BONO brand to the retail industry.

EBONO's official said that the introduction of store customization services is to achieve localized high-end clothing customization, on the other hand, to provide an ideal place for online business.

The emergence of this new model has also led to the formal separation of eBONO from the "Light Companies" and the development of a truly localized B2C paradigm of "mouse + cement".

PPG has 95% of its sales from print ads, and its main sales channel is telephone calls. Although it also has its own website, network marketing accounts for only a small proportion. VANCL follows PPG's OEM mode, but its marketing focus is just the opposite of PPG. Online advertising accounts for over 60% of all its advertising, and its main marketing channel is also their website.

Although BONO has learned the direct selling channel of PPG, it has not grafted OEM mode, but developed a set of stereoscopic retail mode including call center, catalogue sale, network direct sale and ground direct shop.

According to the insiders, as a latecomer, eBONO, after encountering bottlenecks in quality and services such as PPG, began to seize the soft spot of the industry. The new direct selling mode developed by the three dimensional integrated marketing structure, including call center, catalog sales, network direct selling, and ground direct shop, gradually nibbled on the market share.

After-sales service to enhance competitiveness

VANCL, started in OEM mode, has begun to focus its strategic attention on cooperation with traditional garment enterprises.

"The success or failure of VANCL depends on the improvement of product quality," said CEO Chen of VANCL company. One of the important tasks of clothing network direct selling enterprises is to reduce user return rate and improve customer satisfaction.

Reducing user return rate is a problem. Once there is a return, how to make users satisfied is another problem.

In terms of user returns, eBONO users only need to make a phone call, and there is a special person to pick up the goods. The returned logistics cost will be borne by eBONO.

While PPG and VANCL do not provide the above services, users must express or mail the goods to the manufacturers when they ask for returns, and the logistics fees generated are handled by the users themselves.

In addition, during the selling service stage, eBONO allows users to choose two items when ordering goods, and only pick one of them at the time of parcel arrival.

Direct Selling Company, such as PPG traditional shirts, requires users to either take full orders or abandon orders.

"EBONO's service mode is unthinkable for brands such as VANCL and PPG," an e-commerce expert said. Because light companies do not have sufficient control over supply chain management and order management, their after-sales service is difficult to be humanized and personalized, and it is impossible to achieve strategic upgrading from selling products to selling services.

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