Construction Network Sales -- The Best Choice For Small And Medium Enterprises

When successful clothing brands or stores face the success and expansion of future development, the network channel is an indispensable choice for them to consider upgrading the sales platform.

When small and medium-sized enterprises are faced with bottlenecks of insufficient funds, lack of customers, lack of experience and shortage of talents, e-commerce can help them find global niche markets and maximize their collective creativity and energy.

When individual entrepreneurs are faced with less capital and less experience in the entrepreneurial era, e-commerce is also an excellent way to choose low threshold businesses, and countless test makers have won far above expectations.

Network channel has become a new trend of channel construction in garment industry.

The Internet brings opportunities and challenges to the traditional economic order and market rules.

From the current situation of the apparel industry, the current issue is no longer whether to establish network marketing, but how to build this new channel in the face of the trend.

For terminal retailers, wholesalers, integrated shopping malls, foreign trade merchants and so on all kinds of clothing sales related enterprises, the first thing to consider in e-commerce is the cost problem; the second is the issue of output ratio; third, whether it will affect the traditional channels after the impact of these three major issues, how to solve the problem is directly related to the success probability of network channel construction.

The clothing industry enters the era of electronic commerce. The practice of the first round of water testing proves that e-commerce is an inevitable trend in the future.

People in the clothing industry are also thinking about how to play games in the second round of e-commerce shuffling.

With these questions, the reporter interviewed a professional network company specializing in the construction of e-commerce websites according to the needs of different enterprises, specializing in the construction of e-commerce websites for the enterprises, and currently a very authoritative professional in China to provide e-business solutions for network sales. Guo Hongchi, vice president of Shanghai Business School (ShopEx) Network Technology Co., Ltd.

According to the concerns of everyone, according to the individual needs of the garment industry and the characteristics of the garment industry, five solutions for clothing network sales are put forward, which will help the clothing enterprises to make their own way in e-commerce.

　　品牌企業  高投入期待高回報

For garment enterprises with their own brands and sales channels, the relatively shaped brands make them have specific requirements for e-commerce, and the threshold for such enterprises to enter the network sales is relatively high.

At present, in the domestic market, there are already a few traditional clothing enterprises in developing e-commerce.

The online direct sale website BONO is a classic case of online sales success. BONO has adopted new marketing methods such as online shopping, directory sales, call center and so on. The most direct benefit of this way is to reduce the middleman link and take the lead in price and profit.

After the start of Internet direct sale, according to the related personage, the telephone volume of BONO has nearly doubled 4 times in the short term, and the number of telephone sets has increased to 60 rapidly. The traffic volume of the company website has reached 4000 passengers per day.

The success of BONO proves that the successful operation of the network will bring greater sales performance to the brand.

However, for the big brand clothing enterprises, we must establish a customized e-business platform with brand image and personalized needs. Technology development plus team building is expected to cost hundreds of thousands to millions of dollars.

At the same time, there are also some risks: the cost of R & D and team building is relatively large, the development cycle is long, and the system maturity and security are not well protected.

It will even seriously affect the profit margin of its network marketing.

The high risk brought by high investment has become the main reason why the major brands are still on the sidelines.

For more enterprises, whether they can succeed has not yet become a fixed number.

Solution: as clothing brand manufacturers, the basic purpose of choosing direct e-business is to achieve and upgrade the sales of clothing products through the network channels; speed up the market share of the direct selling network, further enhance the brand influence of the traditional market, and catalyze the overall market share; establish the direct selling mode of the compressed middle channel, reduce the channel cost, strengthen the contact between the manufacturer and the consumer side, get instant market information, and then react quickly to the market information according to the feedback in the design and production process, compress the design, production and inventory cycle, bypass the huge production input and the channel development threshold, and cut into the clothing field with the short cost and short cycle e-commerce mode. Four.

For this type of clothing enterprises, Guo Hongchi believes that it is better to choose a professional and mature professional network platform instead of B B C Japanese solution.

First of all, the cost will be reduced, without the need to build a technical team, and it can also rely on the advantages of comprehensive, mature and well protected system. The annual cost is only 5800-38000 yuan.

Enterprises can also quickly establish hundreds of network agents through professional supply chain system and hundreds of thousands of business groups.

Through a unified order management system and membership management system, we must strictly control distributors (franchisees and franchised stores), and maintain a unified price management system, so that commodity data can be consistent.

Enterprises can also integrate data resources through feedback information, formulate effective marketing methods to help sales, so as to achieve greater business interests.

　　零售商  銷售渠道低成本

The cost of traditional clothing retail channels remains high. Many retailers do not have their own clothing brands, they only have processing or purchasing channels, and gradually lose their competitiveness in the high cost traditional store sales mode.

Therefore, actively developing network marketing business has become a top priority.

The E-B direct e-business mode can not only reduce the cost of enterprise operation and channel, but also speed up the market share of the direct selling network and establish its own clothing brand.

The most typical cases in this field are PPG and Vancl.

The innovation of PPG business mode is to successfully introduce the form of network and catalog sales into the men's shirt industry, by greatly reducing the cost of traditional clothing sales channels, so that consumers can get the ideal shirts at a lower price.

As a model of "light company", PPG currently employs 500 people and sells more than 10 thousand garments every day.

This is a business model, which has achieved 2 years of sales volume and the first share of the domestic market. YOUNGOR shirts last year sold 13 thousand copies a day.

The rise of another brand, Vancl, has proved that the Yangtze River has pushed the waves ahead. The latest Vancl data show that its sales performance has surpassed the PPG of the direct selling industry in 2007.

Starting in January 2008, orders jumped from more than 1000 to 6000 per day, and only four months' operation achieved the goal of selling 10000 items a day.

Vancl has so far raised two rounds of financing and the second round of financing has amounted to $10 million.