Traditional Clothing Enterprises Have Been "Driven To The Top"

"If we do not pay more attention to the network channel, it will probably be destroyed by this channel in the future."

At the second China clothing e-commerce summit held yesterday, dozens of garment business executives collectively said that under the situation of "being driven by the situation" in the retail market situation, the pformation of enterprises is imperative.

Traditional clothing enterprises have been "driven to the top"

In Taobao's latest report, clothing has no doubt become the first consumer of online shopping in the top ten cities.

However, despite the prosperity of the market, the share of C2C sales far exceeds that of B2C, which is making many garment companies under the influence of "online storm".

Seven wolf Industrial Co., Ltd. was listed on the Shenzhen Stock Exchange in 2004, and its annual sales remained stable and fast. Many problems encountered at the beginning of setting up online marketing channels were not expected.

Jiang Tao, vice president, told reporters that the company's attention to the online market stems from the impact of counterfeiting and low price.

"At that time, we realized that if we do not regulate the Internet channel, we may be destroyed by this channel in the future."

For traditional clothing enterprises, dealers are secretly selling goods and secretly selling goods online.

Jiang Tao said that at the beginning of the layout, the company had to "invite security" to some outlets to authorize integration, while those for network infringement and fake shops were punished.

In the e-commerce planning of seven wolves, it is about to launch its own direct selling platform.

"Industry experts have suggested that a mature e-commerce website needs support from more than 20 cooperation platforms, and I feel dizzy. I used to simply think that as long as products, channels and services are all right, there are still many things we need to do now."

Jiang Tao said that at present, seven wolves are working with IBM and other international companies on payment, distribution systems and backstage orders in the process of pushing online direct selling, and they are dedicated to making products and channels.

The changing trend of "let elephants dance"

Han Yongsheng, tutor of doctoral tutor of School of management, Graduate University of Chinese Academy of Sciences, said that 30% of the sales amount in the traditional operation of the enterprise was digested in the channel, and through the integration and optimization of the network marketing supply chain, the gross profit margin of the future enterprises will be greatly improved.

In the eyes of many people in the industry, e-commerce is likely to become a mainstream retail market in the next ten years.

In the process, the operation mode of traditional enterprises will undergo tremendous changes. Zhang Tielong, general manager of the nine - Mu Wang online shopping Department, described it as "let the elephants dance": it is very difficult, but it has to be changed.

Lining, the leading brand of China's clothing industry, started from scratch in 2007, and set up a subsidiary of e-commerce in charge of network operation.

"Since our listing in Hongkong in 2004, sales increased from 1 billion 878 million in the year to 8 billion 386 million last year, with an average load growth rate of 34%, but e-commerce peers may still be dismissive.

Because according to the development speed of e-commerce, it should increase by 100% every year, so our team is also working in this direction.

Lining, general manager of Agel Ecommerce Ltd, Lin Li, said that at present, Lining has started the gradual integration of online and offline channels, and the whole project is unprecedentedly great. In the future, we will explore a new e-business mode besides B2C and B2B2C.

Back to a tree or a home?

Taobao occupies 86.3% of the market share in the apparel online shopping market in 2009.

"In the embryonic stage of 2004, the amount of daily clothing pactions on Taobao can be counted manually.

After more than six years, the average daily retail sales of the network have reached astronomical figures. A single Czech Jones brand is selling at 5 million when it is the hottest.

Zuo Wei, director of Taobao apparel vertical market, told reporters.

A practical question before the traditional enterprises is whether to build an e-commerce platform on its own, or to enter Taobao to pull the paction with its huge flow.

At present, Lining's online channel accounts for nearly 60% of Taobao's revenue.

But Lin Li said frankly that she was not worried about the above problems.

"Probably in April 2008, Taobao's business was my everything, accounting for 100% of my total, then the proportion began to decline gradually, not on behalf of Taobao itself is not good, but Lining will do a lot of efforts in her official mall."

Lin Li said that with the growing maturity of online shopping groups, users will have more choice channels.