Clothing Enterprises Embark On The Road To Innovate E-Commerce Under The Crisis

Vancl, which is beyond PPG, a pioneer of online direct selling shirts, is far ahead of many competitors in the field of clothing e-commerce. Under such a huge market environment of maternal and infant consumption demand in China, the companies that are pouring into the vertical B2C field of mothers and babies seem to be constantly increasing. The red children are now Redner than anyone else, and continue to earn money for women and children; while the domestic 3C online shopping professional platform, Jingdong mall 360Buy, has expanded the market share of B2C at a high speed, for the first time to surpass the eldest brother's excellence and to dominate the B2C. I believe that in the near future, B2C will create more myths.

PPG, Vancl, light company, production outsourcing, online direct selling, light mode, standardization, men's shirts... The organic combination of these key words has become a hot topic of clothing enterprises, media and the Internet.

In the early period of development, due to the low popularity of the website, the brand building must start from scratch, and consumers need to dig and cultivate, which is very expensive. This is very much related to the brand. There is a lack of bargaining power with the supply channel. It is difficult to get a lower purchase price from the supplier's quantity, and the price difference between the selling price and the purchase price is small, and the profit is very thin. The lack of the advantage of retail experience and the inability to give consumers the after-sale service guarantee are closely related. Logistics distribution is a difficult problem. If we build the logistics distribution system, it will not only take long time (such as Dangdang spent 7 years), and the investment is huge, so it is difficult for small and medium-sized enterprises to undertake.

Relying on post and third party logistics enterprises can not effectively monitor the logistics delivery process, it is difficult to control the quality of logistics services and directly get customers' opinions and suggestions, and enterprises are in a passive position in the entire business process.

The vast majority of small and medium-sized websites often get into a difficult position due to poor funds.

Especially under the pressure of the global economic environment, e-commerce has become a good tool for traditional enterprises to break through and solve the crisis.

To a certain extent, it has changed or even overturned the original business operation process of an enterprise. The most important point is that it will bring certain conflicts to the interests of the stakeholders of enterprises.

These conflicts are reflected in the conflict between network channels and traditional channels.

This is a major reason why traditional clothing enterprises have not dared to rush to e-commerce.

The resulting conflicts arise from the common resources of the two channels.

If we can divide the customer group and the market, or, under the condition of jointly enjoying the customer resources, take the interests of both sides as the precondition, and adopt the marketing management mode which is coordinated by online and offline, the problem can be further solved.

That is to say, in order to solve the channel conflict, the market or customer group division behavior or the appropriate marketing management solution is to increase the value of the manufacturers and customers, not just to protect the traditional channels.

This mode of Shopping Mall hypermarket mode, franchisees are directly responsible for their online orders.

An enterprise can sell products that are the same as those under the offline outlets at the price below the entity store. At the same time, in order to ensure the interests of dealers, enterprises can implement the practice of "returning to the dealer".

In simple ways, if the product line sold on line is different from the product line under the line, it avoids the conflict between the network channel and the traditional channel.

For example, Bono, the online clothing direct sale website, is a way of investment.

The operation of different enterprises is different, so there are differences in the ways to solve the channel conflict practically.

　　服裝企業(yè)開(kāi)展電子商務(wù)的輕與重

In my view, the traditional clothing enterprises' e-commerce mode is much lighter than that of PPG and Vancl. Why do I say so?

Traditional clothing enterprises develop e-commerce, which integrates the "heavy" links of the traditional retail business, such as supply chain, logistics system and offline channel, and uses their own advantages (brand, customer resources, retail experience) to realize the three-dimensional marketing under line and line. Compared with the light mode, clothing enterprises actually have higher operation and maintenance control rights, and the cost is smaller and the pace is lighter.

Traditional clothing enterprises are well versed in retail business, but their weakness in e-commerce information technology is their weakness and weakness.

An obvious feature of e-commerce is fast.

This requires not only the clothing enterprises to make dynamic marketing strategies and direction adjustment through the market's dynamic, but also on the e-business platform website. It also requires that the update of the website can meet the needs of the online sales business in real time (such as functional requirements, technical requirements, interface design requirements, etc.).

The development and construction of e-commerce websites need long-term system maintenance, optimization and upgrading. If the online shop system platform can not be expanded freely because of the growth of business, then the shortage of e-commerce technology will become a stumbling block for garment enterprises to develop the market quickly, so that garment enterprises will not be able to grasp opportunities in time and cause the waste of capital time, thus losing the opportunity and opportunity of snatching potential customers.

Obviously, e-commerce platform technology is the basis for clothing enterprises to develop e-commerce.

Therefore, the e-commerce of garment enterprises has to break through the technical difficulties of the online store platform.

We can consider the technical problems needed to solve the enterprise e-commerce website through outsourcing.

　　服裝電子商務(wù)的未來(lái)發(fā)展趨勢(shì)

Are all traditional clothing enterprises suitable for E-Business?

Bo business believes that clothing enterprises need to correctly understand the possibility of docking their own location with the actual demand of online shopping consumers.

(this report is from Ai Rui's report and analysis of the 2008 China clothing e-commerce development report).

According to Ai Rui's "2008 China clothing e-commerce development report" about the "Chinese clothing online shopping user age distribution" data report shows: under 20 years old, 20 ~25 years old, 26~30 years old, 31~35 years old, 36~40 years old and over 40 years old online shoppers occupy the proportion is 0.8%, 30.3%, 41.1%, 18.1%, 5.7% and 4%.

This data shows that young consumers are obviously more interested in clothing online consumption, and their market potential is enormous.

At the same time, this means that at the present stage, if the clothing enterprises can catch the taste of the younger generation, they will seize the opportunity in the clothing online shopping market.

The famous e-commerce solution provider, Bo Shang software, believes that the difference between Chinese online shopping consumers' cognition of clothing brands, their different preferences, and the differences in their consumption ability and material pursuit at all stages of online shopping will inevitably lead to a diversified and diversified ecosystem of China's future apparel electronic business market.

From orthodox men's clothing, women's clothing to children's clothing, from mass consumer brands to niche favours, from leisure series to sports series, from low-end consumer market to high-end crowd... Indeed, there are still many Lan Haishang in China's clothing e-commerce field to be excavated.

In the near future, those traditional clothing enterprises that are waiting to see will enter e-commerce and impact on the future market structure. The clothing online shopping market will show a hundred schools of thought and a hundred schools of thought contending.

At that time, PPG, Vancl is just a drop in the ocean in the field of clothing e-commerce.

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