More Than 100 Garment Enterprises Gather In Hangzhou &Nbsp.

With the development of e-commerce, more and more consumers are buying clothes from the Internet.

The Matthew effect that leads to stronger Yu Qiang and faster is faster.

This trend is obvious, so that more clothing enterprises begin to face up to this problem.

On the 2010 Second China clothing e-commerce summit held in Hangzhou in May 27th, the clothing companies from all over the country expressed their opinions on how to coordinate the development of multi channels.

In addition to the focus of online retail trends, there is no lack of controversy.

All kinds of factors are interwoven among various enterprises, which makes the conclusion of "serving enterprises to feel the elephant" reflects the division of different thinking.

But on the whole, the importance of the Internet for garment enterprises has been recognized. However, how to use e-commerce in different stages and conditions is still worth exploring and practicing again and again.

The growth of data is beautiful.

"In 2009, the total size of China's online retail market exceeded 200 billion yuan, and more than 1/4 came from clothing online shopping. Only one Taobao network contributed 44 billion yuan to the online retail sales volume."

Lv Bowang, chief executive of Beijing, the conference organizer, pointed out that the online retail sales in 2009 increased by 97% over the same period last year, and the market size increased from 15 billion in 2007 to 64 billion in 2009. The size of the apparel online retail market in 2010 is expected to increase by 80% over 2009, reaching 115 billion yuan in the market regulation.

Lv Bowang pointed out at the meeting that Taobao is the starting point for traditional clothing enterprises to start e-commerce.

Most of the brand clothing enterprises opened flagship stores in Taobao in the year of 2009, and recruited Taobao clothing sellers in Taobao fairs to establish online distribution channels.

Why do people choose online shopping? Besides cheap prices, they are looking forward to pointing out that nearly 60% (58.1%) of consumers believe that online shopping is not less fun than shopping.

The analysis shows that this is mainly due to the great happiness of material richness. This also shows that online shopping has become a model that fits the tastes of consumers. It is worth thinking deeply about clothing enterprises.

For the host city of Hangzhou, in 2009, Hangzhou had more than 2400 women's clothing manufacturers and more than 160 women's clothing brands, accounting for half of the country's women's clothing brand.

The annual output value exceeds about 4000000000 yuan.

Hangzhou's e-commerce website exceeds 1/6 in the whole country, ranking first in the country.

The director of Hangzhou information office, Chao Cheng Chao, said that in 2010, the coverage of e-commerce in enterprises in Hangzhou was over 50%, of which 40% of the third party e-commerce services platform was available.

Supply chain and users

For apparel enterprises, products, channels and supply chain are three essential factors. At this meeting, besides the channel, the importance of the supply chain was once again highly concerned by the enterprises.

Professor Han Yongsheng, a doctoral supervisor at the school of management, Graduate University of Chinese Academy of Sciences, said in his speech that the supply chain has become a very important factor in today's competition.

And it is also the biggest growth point for enterprises.

And then XTEP president assistant Dr. Xiao Lihua stressed, "disposable trading can not consider the supply chain, but if we want to long-term sustainable development, we will need strong supply chain".

However, compared with traditional clothing enterprises, they are cautious about e-commerce because they attach great importance to the supply chain. Meanwhile, emerging brands emerging through the Internet are more concerned about user experience.

Cao Qing, general manager of the seven brand, said in a speech that employees could not keep up with their professional capabilities for a certain period of time. Yu Shiqi and Ge started to communicate with buyers in depth, showing the work and life of their staff, thereby narrowing the distance from users and understanding from sincerity.

Lining: a model of traditional enterprises' E-commerce

In fact, the typical case of traditional enterprises' successful e-commerce is not very common.

Part of the reason is that the traditional clothing brand enterprises have not yet been prepared in a substantive way.

But Lining, who is the oldest sports brand in China, has already done something on the Internet.

Lining started the e-commerce strategy in 2008.

In April 10th, it opened the Taobao mall. In May, it launched the cooperation mode of network distribution and sale. In June, the official mall was officially opened. In August, it was awarded the ten largest network developers of the Alibaba. In December, Lining Agel Ecommerce Ltd was established, marking the Lining group's electronic business as a real business unit for independent operation and development.

Ms. Lining, general manager of e-commerce, said: "any Brand Company, starting to do e-commerce, must consider all aspects carefully and have a strategic decision, such as team, brand, product, channel, consumer, and technology solution. Starting from which point, we need to give full consideration to it."

She also revealed that Lining will expand multiple terminal shopping modes including mobile phones.

"On the Internet, in the current stores, or mobile phones, terminals can finish shopping experience freely, which is also an eventual dream of Lining in cross channel retail pformation."

Seven grid: network marketing interaction is the key.

In the participating enterprises, the seven grid is a unique brand.

Especially from the grassroots Taobao sellers start this experience, giving the presence of enterprises more experience in network marketing.

Seven Cao Qing, general manager of Ge, said that in order to meet users' needs for personalization, the seven grid updated one hundred to one hundred and fifty styles every month, and updated every month at seven words.

To cultivate users' fixed consumption habits.

As the brand grew up in Taobao bazaar, Cao Qing paid special attention to interaction with users.

"The first card is the event card, the second is the promotion card, and the third is the emotional card." she pointed out that unlike the traditional offline consumption, online shopping users are actually very happy to interact with the brand, so the 3 cards have received very good results.

This sharing has been echoed by many guests.

In addition, Cao Qing also pointed out that UED has played a role in improving user loyalty. "The overall product presentation, the use of colors, and the use of fonts, including the plane model shooting, as well as the flat object shooting, have their own characteristics.

This is why we can make some sales volume from last year. "

"In this way, we can only recognize the seven grid style by looking at the style of the page."

Cao Qing pointed out.

BELLE: perhaps planning itself is the thinking mode of traditional industries.

"The way to go is the same," Hu Chenrong, director of BELLE e-commerce, said at the meeting that after the network brand grew, it would still face the same problems as traditional brands, such as logistics, warehousing, supply chain and so on.

So he suggested "think a little further and go a little bit more."

"Don't believe in things that look beautiful. Those online offline interactions are not my priorities." he threw cold water on some of his ideas.

Also admitted that the future of the garment enterprises' network is not very clear, and can only be seen while walking.

For the question of the scale index of online retailing, he laughs, "now we can not make plans, maybe planning itself is the thinking mode of traditional industries."

However, Hu Chenrong is not skeptical about the future of e-commerce, more of a pragmatic attitude.

"E-commerce may not subvert traditional business, but it will change business form greatly.

Therefore, at least now, we should make relevant preparations and countermeasures.

He said that the reason for this is that BELLE's strong inventory management capability has become the core supporting role of e-commerce in the future, which many other enterprises can not do.

Wheat bag: clothing enterprises have only a few years to go.

However, wheat bags are more important to the importance of the Internet, so Ye Haifeng disagrees with BELLE.

"The time left for us is only a few years. If we can really establish our status in the next few years, we will have hope in the future." Ye Haifeng, a brand name brother, warned with a warning that time is pressing and no one can guarantee anyone to live. "Many of these brands will be short-lived."

He stressed that "at this stage there is an opportunity, but we need to be vigilant: after a breakthrough, the comprehensive advantage is the key."

In the middle of a large number of traditional clothing brands, the fast growing and rapidly rising brand Mai Bao is undoubtedly the most concern.

CEO Ye Haifeng said that the key to the growth of wheat bags is "trial and error, abandonment and choice".

The wheat bag of foreign trade started at the beginning of a chain store, but later it tried to get agents to sell, and finally chose to build the brand through the Internet.

But playing the brand through the Internet is also a time job. "If it takes 10 years to make a brand online, it will take 3-5 years on the Internet."

Public opinion

At the meeting, many guests and participating enterprises also put forward some interesting ideas.

"Electronic commerce is the beginning of a lot of enterprises to start e-commerce, but not to pfer the traditional share to the network even if successful," Wang Jing, director of Heng Yuan Xiang market department, admitted that Heng Yuan Xiang did not enter the network retail at present, but she has been very concerned about this field.

"The first wave of online clothing brands has been successfully established. These brands are mostly founded by non-traditional clothing enterprises. Will the second wave be left to traditional clothing enterprises?"

A representative of a field enterprise asked, and the guest gave the answer is, "the brand is a challenge to the traditional clothing brand, the former's structure, industrial chain, information level, enterprise concept is very different from the latter.

The success of Amoy brand means that there are elements of success in which traditional enterprises can not copy the network brand, but can not ignore it.

Every confrontation can bring new ideas to the enterprises in the field. Maybe they are different because of their different perspectives. But only after touching the elephant can people know more about the authenticity of the elephant in e-commerce.