Traditional Enterprises Speed Up Online Sales Distribution

The successful touches of traditional clothing brands such as Lining and Jack Jones have accelerated the process of traditional clothing enterprises to test their e-commerce. Recently, the reporter learned that Tonlion, the first line leisure apparel brand in China, officially operated for second months in the official flagship store of QQ mall, which has rapidly soared to 600 thousand yuan in the month, accounting for 15% of its overall brand network sales, double the sales in April.

Online sales are becoming a trend.

According to the introduction, Tonlion is the largest and most core brand of Bo Yang Group, a well-known company in China. It has more than 1000 franchised stores, covering more than 20 provinces and cities in Zhejiang, Shanghai, Jiangsu and Fujian.

Tonlion online shopping Dai Chengqi, manager of the Department, said that online sales is an inevitable trend in the future development of the traditional clothing industry. Tonlion attaches great importance to it. Especially in the casual clothing industry, online channels can not only become a powerful supplement to offline sales, but can even support the operation of a clothing brand alone. Tencent pat Network, as one of the largest shopping websites in China, has powerful and abundant platform resources and a large number of mature user groups. It can help Tonlion brand to touch more online consumer groups, thus forming a win-win situation.

According to the "2009-2010 year Chinese clothing (000902, stock bar) B2C online shopping Research Report" released by Ai Rui consulting, it shows that in 2009, the scale of China's apparel online shopping market reached 30 billion 870 million yuan, of which the growth rate of B2C was very obvious, and the scale of transactions in 2012 was expected to exceed 18 billion yuan. The huge business opportunities in online retailing are attracting more and more traditional clothing brands like Tonlion, such as "touting net" to test water, speeding up strategic cooperation with large e-commerce websites such as pat, etc., and actively opening up a new battlefield for its online sales.

Pat Network provides comprehensive platform services

Dai Chengqi believes that the goal of Tonlion in the next 3 years is to sell the annual sales volume of the QQ store to 60 million yuan, and the total sales volume of the official flagship store in QQ mall will reach 200 million yuan. To this end, Tonlion has dedicated resources and team support to the official flagship store of its QQ mall. In addition, Tonlion is also equipped with a large warehouse of more than 5000 square meters. This summer alone, the product has invested 4 million yuan and more than 300 new garments to meet the needs of consumers.

According to introduction, Tonlion brand The online sales strategy will mainly rely on the strong platform of the QQ network, to enhance the overall sales and to cover more target consumer groups. Tonlion plans to develop casual clothes specially designed for Internet sales before 2012, and will also differentiate the goods sold under the offline stores, and make a clear subdivision and positioning of the Tonlion brand products and styles, so as to achieve precise marketing.

In this regard, pat Network responsible person said, pat Network has been committed to provide the most comprehensive platform services for all brand businesses, especially the QQ mall has a mature business growth plan, including the platform platform for brand business resources support, can help brand manufacturers Shun Lee to open online sales channels, expand market space.

" Net selling "Channel will become the first choice of brand."

Dai Chengqi believes that choosing QQ mall to open online sales channels is of far-reaching strategic significance for Tonlion brand. First, from the sales point of view, the QQ mall can quickly transform the QQ users accumulated by Tencent into Tonlion's target consumer groups. Second, from the brand perspective, QQ's youthful active user groups and strong consumption power will bring broad market development space for Tonlion brand, and even far exceed the coverage that physical channels can achieve; third, from the perspective of network marketing operation, the professional team of QQ mall can help Tonlion brand grasp the operation of the whole B2C in a short time, and guide and promote the layout of Tonlion online sales to be completed quickly.

It is reported that in March this year, the QQ mall was fully upgraded by the QQ member's official store. It was fully open to all platform users and regularly launched various theme stores, such as daily thousands of spike, limited time rush, holiday promotion and other theme activities. At present, QQ mall has attracted more than 300 well-known brand enterprises to enter, and is expected to attract more excellent traditional brands to join in the future.

According to the analysis of the industry, the large and mature user group of QQ mall has brought great potential and market space to Tonlion's famous traditional brand. In addition, QQ mall takes the four measures of "full court quality", "official certification", "first payment" and "after-sale special line" to safeguard the safety of online shopping and the interests of consumers.