2010 Clothing Marketing: Internet Subversion Tradition

　　 Innovation channel It is the eternal topic of clothing circles. What channels do we have at this stage? What changes have these channels made in the near future?

In fact, in addition to the traditional channels that we often talk about in general, that is, the establishment of physical stores and network channels, that is, the development of network marketing, there is also a channel that we can really touch and perceive, and this channel is the most promising way to influence clothing sales in 2010, besides the first two channels.

Hing traffic shop

If we want to be rich, we should first build roads. This is not too much in the clothing market. At present, most specialized markets are highly concentrated in the garment industry, and are in the dominant areas such as the Pearl River Delta and the Yangtze River Delta. However, due to the long time in the logistics, transportation, hardware facilities and other aspects, they can no longer meet the needs of modern clothing sales. In order to solve the problem of freight transportation on the road and to subvert the sales mode of wholesale clothing instead of retail, it is one of the essentials of the modern clothing professional market at this stage in terms of structural innovation and functional innovation.

Recently, the two sessions of various places have successfully concluded. Among them, the voice from Chongqing Chaotianmen market has attracted everyone's attention. The location of the Chaotianmen market has always been a place where merchants gather and is known as "Golden Triangle". Today, this market is one of the ten largest wholesale markets in the country, and the annual turnover in the market is as high as 20 billion yuan.

According to the relevant leaders of Yuzhong District of Chongqing, the overall renovation project of Chaotianmen will be fully launched this year and is expected to be completed by the end of 2013. After the transformation, the sky gate will become the symbol and symbol of Chongqing: the window of Chongqing and the gate of the West.

It is reported that the traffic problems that have plagued Chaotianmen for more than 10 years will also be solved in this transformation. The transformed Chaotianmen turntable will be a 3 level interchange, with a pedestrian access at the top and a docking of 2 Binjiang roads and squares. The middle level is a fast lane for cross boundary vehicles, which leads directly to the long Bin Road and Jiaxin road. The bottom of the vehicle corridor is connected to the square, planning exhibition hall, wharf and so on. Since then, there has been no road dispute. Third after the demolition of the pier, a new state class tourist terminal will be born on the side of the Jialing River, and other wharves will also be transformed into a tourist terminal. After the subway and bus arrive at the transfer hub, the escalator will go straight to the terminals.

This also indicates that local governments are making great contributions to transportation through financial allocations. Clothing specialty The market is going to turn green.

Internet subversion of tradition

Hu Baogang, chairman of Beijing Zhong Meng creative management consultant Co., Ltd. believes that under the current economic environment, most professional markets follow the industrial process of "mall city logistics - brand headquarters industry chain supply chain terminal". In the next 10 years, the professional market of Chinese clothing will make use of the development of network economy to realize the commercial value of creative economy and experience economy. His ideas also represent the expectations of the apparel industry for the development trend of the industry.

As a result of grafting new industries such as "network, exhibition, logistics, fashion", the professional market itself is fully formed. The professional market is no longer a mere property provider, but a comprehensive functional service provider. Because of the leading role of the market and the role of the network, the transaction mode, commodity market organization and circulation channel have changed, thus facilitated the integrated mode of supply chain management and the logistics mode of information flow, business flow and capital flow. In the future, the "physical market + network transaction" mode of constructing "short process terminals" is becoming a trend. "Search ranking" and "experience purchase" will also become the basis of the net product market.

The clothing network sales market is gradually becoming a substitute Traditional professional market The apparel market will also change the format and function of the apparel market in the emerging market platform.

Tradition still needs to be strengthened.

For the old market, in the face of competition from emerging markets, its own business area has also been expanded, so that the market share of the old market has been further diluted. A phenomenon is worth noticing. In recent years, many new markets have been opened up. These new markets are ahead of the old market in terms of hardware and market planning. But overall, there are not many business operators. In this regard, Deng Ziju, assistant general manager of Dongguan Daying garment wholesale Co., Ltd., at present, the radiation ability of many professional markets in China has become the main radiation of a certain regional market.

Cheng Wenhu, general manager of Tianya clothing building, Muxiyuan, Beijing, also pointed out that the domestic garment industry is now in a state of saturation. In such a state, it is difficult to cut in again. If we expand the market operation area on the basis of the existing market, we can still do it, but if we go to the new market and develop the market, the risk of cross regional operations is high and the success rate is low.

Therefore, traditional channels still need to strengthen their own strength. Only when they are strong can they talk about expansion.