Chinese Clothing Enterprises Can Not Avoid E-Commerce

Every year, there are 500 enterprises from all walks of life in China to stir up the nerve of "informatization".

In thousands of enterprises, we can also be pleased to see the shape of Chinese clothing enterprises: YOUNGOR, Metersbonwe, Bosideng, Shanshan and many other well-known clothing enterprises have entered the list of "500 strong enterprises in Chinese enterprises".

In March this year, the curtain fell on the "2007 China enterprise informatization 500 strong" conference, Ann Li Fang won the "Best Enterprise Information Efficiency Award".

With their own actions and strength, they once again proved that the clothing industry is not the so-called "sunset industry".

Just put aside the "halo" gradually calm, at the same time, we should think more about: how can clothing enterprises quickly enter the fast track of information construction, which will determine whether the enterprises and even the whole industry can keep pace with the times and whether they can integrate with the international market, and ultimately will decide the fate of their own destinies.

Du Yuzhou, President of the China Textile Industry Association, pointed out: "on the basis of improving the quality and grade of products, Chinese garment enterprises need to improve their ability of quick reaction as soon as possible, and timely accomplish the revolution of market prediction, marketing and management.

Electronic commerce that can not be avoided

When the computer enters the ordinary people's home in large scale, it seems destined for the broad prospect of electronic commerce represented by B2B, B2C and C2C.

As of the first half of this year, the number of Internet users in China has reached 253 million, according to Xinhua, becoming the largest Internet user in the world.

In this age of speed, who will not keep pace with the times will be abandoned by the times.

The garment industry, as a traditional competitive industry in China, can not naturally be impacted by the Internet.

How to make full use of network resources and develop relevant business models in the information age has become a problem that all garment enterprises have to think about.

In fact, e-commerce is not "unfathomable", the traditional clothing industry to enter the field of e-commerce threshold is not high.

The construction of websites and call centers, or the printing of directories, can be calculated, and related technologies can be directly used, or can be solved through implementation.

However, the threshold is not high, which does not mean that clothing enterprises do e-commerce is a piece of cake.

If clothing companies want to enter the field of e-commerce, the establishment of websites is a crucial link: can websites attract consumers' "eyeballs" with distinctive characteristics?

Is there a big visit?

Can we ensure that a large number of consumers are registered as members?

In addition, the network payment platform is perfect?

Can the delivery method meet the needs of consumers?

How to carry out after-sale service?

These are the problems that clothing enterprises must consider.

In addition, it is worth noting that, because the mode of operation of e-commerce is very different from the traditional clothing sales mode, we should use some traditional sales experience cautiously so as not to cause "acclimatized".

However, it is precisely because of this constraint that the majority of e-commerce operators in the clothing industry come from IT.

It's easy to get into a "Puzzle": is it a garment or a website?

Or is it still in the main B2C business?

Beyond doubt, we can be relieved to see that MasaMaso responds to this challenge with its own actions: its products are priced higher than their peers, excellent quality, and designed to meet the needs of consumers, so that clothing brands and online shopping channels can be perfectly integrated. E-commerce has not become a stumbling block for MasaMaso's development of clothing brands.

Comprehensive B2C, such as excellent network, has made little breakthrough in profitability after years of development. Vertical B2C, such as VANCL in the shirt industry and 3C mall in the 3C industry, can be highly recognized by the market in a short time.

This "signal" indicates that vertical B2C will play a great role in the field of e-commerce. The market size of the future is likely to cover the comprehensive B2C website.

B2C is a mainstream trend towards the development of e-commerce for C users. In recent years, the rise of clothing B2C industry is the best proof.

Who can see the opportunities in the eyes of development, who can get the top priority in the fierce market competition.

Logistics informatization push hands

In the past, clothing manufacturers in China tended to focus only on design and production, but ignored the essential role of logistics in clothing production systems.

Nowadays, the informatization of logistics has been increasingly valued by garment enterprises, which has an important impact on the informatization construction of the whole industry.

Overseas, many famous international companies have already started the construction of logistics system, such as Nike, Adidas and other world-famous brands have built large and modern distribution centers all over the world.

After China's entry into WTO, the informatization level of China's garment industry has been greatly improved than before. However, as part of the supply chain, logistics is relatively slow.

However, it is this small "slow" that indicates that we will have unlimited room for development in this respect.

With the rapid development of the Internet and the rich network resources, the garment enterprises can make use of the network to collect and collate the information of the logistics market, and make the logistics distribution information, the information, data and flow of materials supply, sales and consumption and so on, through the rapid collection and processing of the electronic information technology, so that the organization of logistics distribution process is more effective. All the above procedures save time than the traditional information collection and logistics distribution.

To a certain extent, logistics electronization has become a main way of commodity and information circulation.

In fact, whether it is information collection or distribution information, the most fundamental thing is the informationization of logistics management.

"Love builds up an efficient and smooth internal information communication mechanism by means of information management, and a large amount of information can flow smoothly in the supply chain, so as to achieve direct and effective communication in design, procurement, production and sales."

Zhang Rongming, chairman of Beijing Ermu Underwear Co., Ltd., said that AI has signed a strategic partnership agreement with the top logistics suppliers at home and abroad, ensuring the timeliness and controllability in the logistics and pportation links.

In 2009, AI will build a fashion factory in Shunyi, Beijing, which integrates R & D, technology, production and logistics. This will soon add fresh blood to the efficient supply chain system.

For garment enterprises, whether modern information technology can be used as the main means to carry out information-based whole process management of logistics supply, procurement, inventory and distribution management will consider whether the enterprise has the strength to win the new round of development and upgrading.

The need for rapid reaction mechanism

Some people say that this era is no longer "big fish eating small fish" but "fast fish eat slow fish" era.

Especially in the fierce competition of the market, who will react slowly and who will be eliminated will have a great chance.

ZARA, the Spanish clothing brand, is known as DELL computer in the fashion industry.

Studies have shown that the lead time of ZARA12 days is amazing for peers to clap hands, but it is hard for them to keep a close eye. Their peers are calling ZARA "affordable fashion."

It has created a new myth of fast fashion mode in the middle of traditional top clothing brands and public apparel, and has achieved a rapid response to the market in an efficient supply chain integration mode, making it the core competitiveness of enterprises.

From the perspective of supply chain, if the supply chain of garment industry can not keep pace with the rapid changes of the market, it will cause production, operation and sales to not keep up with the market, and the phenomenon of shortage and accumulation will occur frequently and even lead to a sharp rise in inventory costs.

The importance of establishing a rapid response mechanism for clothing supply is obvious.

Zhang Rongming thought, "the rapid reaction mechanism is to provide nutritious fertilizer, so that the tree of love is born with the vitality of life."

How can China's garment enterprises establish a rapid reaction mechanism?

The core point is still to improve the degree and speed of information construction of enterprises, and adopt information management means, so as to quicken the speed of product development, shorten the development cycle, and constantly innovate to adapt to the changing market.

Especially when enterprises enter the ERP, that is, the enterprise resource planning stage, the management means of enterprises will be more mature, and the management level will be greatly improved.