Traditional Clothing Enterprises Fight For E-Commerce Platform To Save The Market

At the end of last year, Zhou Shaoxiong, chairman of the seven wolves, went to the us to attend a retailer conference.

After the opening of the PPG, VANCL and other online apparel brands, clothing companies including Lining, seven wolves, YOUNGOR and so on have been greatly affected, and those who are slow in action will start to act this year.

"Since last year, we have received dozens of telephone calls from agents every day, and they generally reflect that the Internet is now trading at a discount, and business is hard to do."

At the e-commerce summit of China's clothing industry, Hu Jun, assistant chairman of the seven wolf company, told CBN reporters that the clothing online shopping market is seriously affecting the offline market.

The traditional clothing brand enterprises such as the seven wolves used the agent system to buy clothes and buy them to dealers, and then further down wholesale, but now they cause a lot of goods to flow to the Internet, which makes the original channel and price system face great impact.

Clothing industry insiders say that the average chain of clothing enterprises is six to seven, that is to say, a garment with a factory price of around 100 yuan will reach 600~700 yuan in the end consumer, but e-commerce has only one level of channel structure, which will cause a huge impact on traditional clothing channels.

Hu Jun introduced that in the past two years and more, the work of the seven wolves in e-commerce has actually established a Taobao mall on Taobao mall.

But by the end of the year, when the company set up a new channel department, the first thing that the seven wolves did was to rectify and sort out the existing online channels.

"We are working with Taobao's Ministry of justice to rectify about 30 online stores that have been authorized to use seven wolves trademarks or names without authorization by seven wolves every month."

"From this perspective, seven wolves are faced with a balance between how to deal with the commercial interests of traditional floor shops and the future development of e-commerce."

Hu Jun said.

In fact, it is not just seven wolves that face such problems.

Shanghai Lining Agel Ecommerce Ltd business development and marketing manager Weng Jinyi introduced that since 2007, Li Ning Co has begun research and preparation to enter e-commerce, and now Lining believes that the online shopping market has matured and begun to enter the field of e-commerce.

The channel integration method adopted by Li Ning Co is: in order to avoid the impact of online offline, Li Ning Co requires that dealers under the line are not allowed to supply directly or indirectly to the line in any form, and then sell through the company's e-commerce platform.

Lv Benfu, vice president of the Chinese Academy of Sciences Graduate School of management, believes that channel conflicts and online and offline fights are not new, which had already been encountered in other industries a few years ago.

"The problem is that plugging is not a way to solve other problems."

Lv Benfu believes that the biggest problem facing domestic brand clothing enterprises to enter e-commerce is actually how to graft Internet culture onto sales.

"Selling clothes on Taobao, some people sell better than manufacturers, so they communicate with buyers online every day, or even a GG, letting buyers choose their products."

Lv Benfu believes that e-commerce needs new business culture, which requires brand manufacturers to constantly adjust and adapt.

Editor in chief: Xu Qiyun