Traditional Clothing Enterprises Touch The Net: Turn Left And Turn Right?

Editor's note: AI research released "2009~2010 clothing online shopping Research Report" shows that

One of doubts

Is platform self built or outsourced?

Question: in the face of "touches", more and more clothing enterprises have launched their own network trading platforms. At the same time, they have not given up their registration on Taobao, pat and other websites.

But the construction of network sales platform, the conflict of interests between the network channel and the original store channel, and the restriction of the old sales thinking make the traditional e-commerce road of the traditional enterprises not smooth.

Weapon: in

Zhang Yanping: traditional clothing enterprises will become a trend in e-commerce. However, whether the network sales platform is built or outsourced depends on the development conditions of the garment enterprises themselves.

At present, the types of clothing e-commerce websites are mainly C2C (personal to personal) mode, such as clothing shops on comprehensive shopping websites such as Taobao, eBay, pat and so on. B2C (business to person) mode, such as Internet direct selling enterprises, vertical clothing shopping websites, traditional brand clothing enterprise websites, and comprehensive shopping website clothing channels, are typical representatives of raltland, shopping network, Taobao mall, B2B (enterprise to business) mode, such as enterprise information paction publishing platform, typical representatives are China apparel network, wholesale website and so on.

In addition, there is a B2B2C (wholesale to retail buyer) mode, whose typical representative is the website of shopping search platform, such as easy shopping network and smart point.

According to the statistics of AI consulting company, there are thousands of clothing e-commerce platforms across the country.

Under such circumstances, clothing enterprises should not simply exclude two forms of self building or outsourcing, but should see clearly the timing of their enterprises.

For example, at the beginning of the development of e-commerce, it is necessary to use the popularity and mature system of the third party platform to achieve sales. After the garment enterprises form a certain scale or form a positive interaction with offline marketing, the self built website will surely bring more business space to the enterprises.

Zhang Jian: the establishment of the official website in August 8, 2008 was carried out with outsourced companies.

In January 2010, the former network marketing department upgraded to the online Technology Co., Ltd., and began to strengthen online marketing.

For apparel enterprises, whether the network sales platform is built or outsourced is actually decided by its own conditions. Many enterprises that build their own websites have also sought outsourcing in specific operations, customer service, logistics and online store design.

According to statistics, at present, people who are accustomed to Internet consumption are generally 20 years old ~35 years old younger customers. The clothing products we sell online will be launched gradually according to the principles of season and demand.

Now the sales volume of the official website has exceeded the sales volume of the "sales champion" single store under the line.

In my opinion, for a team with e-commerce experience, understanding customer needs and capital conditions, self built platform is the best choice.

It's like building a shopping mall and deciding what to do.

For a team with little experience in e-commerce, it is also good to choose a mature platform like Taobao. If it is the first time to enter the operation, it is also beneficial to find out the outsourcing of cooperation.

However, at present, the industry is not mature enough, and there are not many partners who can fully understand the brand.

Therefore, the conditions are ripe, and they have to do the choice of electronic commerce.

Dong Zhenyu: the price of white goods is very high, which determines that white-collar workers should take the sales of official website, because online customers are extensions of offline customers. The leaders of clothing enterprises should realize that the future of Chinese clothing brand "touches the net" can never rely on simple imitation, but must form their own unique DNA, cultivate their unique characteristics and accomplishment, and must find and shape their own business models.

As far as Internet marketing is concerned, I understand that it has two meanings: one is to sell your brand through the Internet, sometimes it is better than the traditional way.

For us

Two of doubts

How can network low price be adapted to high cost promotion?

Problem: if we want to have a place in the Internet, the bombardment of advertising is essential. Therefore, the cost of e-commerce is not low, but the other element of Internet marketing is "low price".

How to solve the contradiction between low price and high promotion cost?

Weapon: the initial investment in network marketing is not small. However, after the network sales have developed to a certain scale, the cost will be reduced after having a cluster or scale effect.

Xia Guoxin: I used to think that high-end brands may not be suitable for Internet marketing, but in recent one or two years, many things have begun to change. Many high-end brands abroad have entered the network marketing, and the momentum of online sales is very good.

This also makes me more and more from the original rejection of the state, to the present heart full of expectations.

The new generation of consumers, who are accustomed to spending online, do not care how much they spend.

For entrepreneurs, whether you believe it or not, you must not belittle online consumption.

If we do not pay much attention to online consumption or do not invest in it, we may miss this era. By that time, we may be lagging behind.

Zhang Jian: many people think that selling on the Internet does not require promotion and marketing.

In fact, if a store opens in Mong Kok, many customers will come in, but on the Internet, to promote their online stores, it will take a lot of energy to build up customer awareness.

It's hard for consumers to know where you are without enough input.

But if the cost of promotion is too much, products and services will not keep up, consumers will not be "favored".

Low Internet prices are not necessarily low cost.

The low price of the network is formed on the basis of past habits and the current network reputation and consumption power, not necessarily the low cost of sales on the Internet.

Theoretically, the online sale cost is lower than that of the line on a certain scale, but it is hard to mention the high promotion cost.

For most customers, quality may be more important within a certain price range.

Love is optimistic about online sales platform, but because experience is not enough, so in terms of specific operation is very cautious, at present the volume of business is only 1.5% of the line.

Internet marketing is like this. Starting investment is not small, but when the network sales develop to a certain scale, cluster or scale effect, the cost will come down.

Chen Yongbin: the importance of capital to a garment enterprise and brand lies in: first, the new business mode can be popularized in a short time.

If there is no money, it may cause the opponent to follow up or miss the opportunity.

Second, enterprises can make long-term plans instead of short-term ones.

If we have funds, we can increase investment in R & D. From the terminal point of view, if we have money, we can make the terminal more refined.

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Three of doubts

How to solve the conflict between online and offline channels?

Problem: the dazzling glare of online marketing has made those traditional clothing enterprises which are mainly sold in physical stores unbearable loneliness and rushed to the tide of B2C.

However, how to improve ROI (ROI) through SEM (search engine marketing) and how to solve the conflict and confusion between network channels and ground channels have made many traditional enterprises hesitate.

Weapon: the initial investment in network marketing is not small. Only when the network sales reach a certain scale, can the cost be reduced after having the cluster or scale effect.

Chen Yongbin: we regard network marketing as traditional marketing, which is compared to the steam age in the electrical age.

Our target consumers are young people. They will never exclude new technologies. This is the biggest feature.

Therefore, we must think about this problem.

The biggest difficulty of network marketing is not technology but ideas. It is more important to have a good IDEA.

However, despite the strong vitality of online sales, how to balance online and offline is a problem.

Two party sales should be symbiotic and mutually reinforcing, which requires a new business mode.

At the beginning of the "touches", M·SUYA borrowed the third party platform for sale, but then there was a price problem.

The company has more than 1500 stores online, and more than 90% of the chamber of Commerce called to ask why the price of the line is lower than the 30%~50% below the line, when we realized the seriousness of the problem.

Online consumer groups are relatively young, so we start from the differentiation of products, design dozens of products for online sales, and offline products do not conflict, so that there are different consumer groups and product lines.

In fact, network marketing and physical marketing are complementary relations. We use different product lines to differentiate supply channels between offline and online. This is also a complementary marketing method we are trying to explore in continuous exploration.

Yuan Yongping: at present, the main line of the line is franchised stores. There are no franchisees. We hope to break through the short board of traditional shops in the region and channels through e-commerce platform, which is a useful supplement to store marketing.

With an e-business platform, no matter which city the customers are in, they can understand and buy our fashions through the Internet, instead of going to Beijing in person.

In this regard, Liang has also formed some advantages, such as the dependence of female clothing on numbers is very strong. In many cases, it is not possible to try and buy, but it may not fit at the end. However, there is no such problem as the establishment of the hundred percent.

From this point of view, e-commerce marketing has become our advantage.

Zhang Yanping: traditional retail businesses enter the field of e-commerce, with their market influence and reputation in the physical channel for many years, they have an advantage in credibility.

However, how to avoid online and offline self conflict is a problem that traditional businesses need to resolve.

Openness can be said to be one of the core spirit of the Internet era. With the rapid development of e-commerce, the value of network channels for enterprise channel construction is bigger and bigger.

At present, the clothing e-commerce market is not yet a special specification, and still needs to be "intensive farming". The future personalized and niche clothing will become the trend of development.

As far as channels are concerned, most garment enterprises will choose direct selling and multi brand operation. The direct selling clothing enterprises can better grasp the price. In the aspect of brand operation, enterprises will adapt to the network and develop some brands that are suitable for online consumer groups. Once successful, they will continuously push out new brand operation modes.

From the perspective of business mode, brand clothing enterprises have begun to learn from their own scale and core competitiveness, looking for different development paths and suitable business models.

Journalist observation

Complementarity rather than mutual dismantling

The confusion and conflicts encountered by traditional clothing enterprises in "touches net" are not rare. These problems also exist in other industries.

The key question is how enterprises should understand the relationship between online and offline, and how to solve the conflict between online and offline.

In fact, for apparel brand enterprises, offline and online are two different channels, complementary relationships, rather than antagonistic relations.

If the relationship between them is handled well, it can play a role of "learning from each other's strengths and weaknesses" and borrowing each other's strength. Of course, this requires coordination of wisdom and skills.

It is understood that when Lining first involved in e-commerce, the first choice was to open a direct online store on Taobao B2C. All the technical problems were solved by Taobao. Li Ning Co only worked in online stores.

After Lining launched the official website, the business was outsourced to Wuzhou online operation, and Lining was responsible for providing product, market and logistics support.

Later, Lining restarted the online version of the official website, basically realized the direct camp, and outsourcing the functions of logistics, call center and customer service.

So far, Lining has basically formed a multi-channel, a variety of e-commerce models coexist.

Under such a more complex situation, Lining's solution is to implement a unified price policy. When Ji Xinpin does not discount, it will sell at full price, and the sale of goods will be discounted in the past quarter.

In addition, the company also supplies management of traditional channels and network channels. Through signing contracts with partners, it effectively prevents the phenomenon of Cross shipment on line.

In addition to Lining's practical experience, there are still some ways to draw lessons from.

Yang Zhenping, director of network marketing at Bo Business School of electronic commerce, suggests that clothing companies can adopt the following three ways to solve conflicts between online and offline businesses: first, online shopping platforms are built by enterprises, and enterprises join all franchisees in the online direct marketing camp to become members of shops. Franchisees use their resources to guide store customers to place orders online, and franchisees make profits through orders from customers.

Two, consumers are ordered online by the online shopping e-business platform built by enterprises, all orders are received by enterprises, and then the enterprises are allocated orders to the distributors of the consumers' locations.

An enterprise can sell products that are the same as those under the offline outlets at the price below the entity store. At the same time, in order to ensure the interests of dealers, enterprises can implement the practice of "returning to the dealer".

The three is to take online sales of products and offline products are different practices, so that we can avoid conflicts between network channels and traditional channels.

For example, the online clothing direct sale website Bono, which is invested by the wedding bird, is this way.

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Three types of clothing E-commerce

First, sales platform type.

For example, VANCL, PPG, red children and so on. These companies' core competencies lie in supply distribution and brand marketing.

Two, another mountain head type.

That is to build an Internet clothing brand based on the existing clothing brand and production capacity.

For example, the bird of prey BONO, the SHIFT6 of 100 round pants industry, etc. the core competitiveness of these companies lies in commodity planning and supply and distribution.

Three, brand extension.

That is, take the existing clothing brand as the main body, take e-commerce as an extension and expansion of its sales channels.

For example, Lining, PEAK, etc., the core competitiveness of these companies lies in brand marketing and commodity planning.