Underwear Network Sales: We Need More Money To Be Patient.

At present, the underwear brand has two following situations: one is the sale of its own brand directly through the network, the other is that the brand develops a network marketing channel on the basis of traditional sales channels.

At present, the situation of these websites is just like the analogy of the industry: to build a successful B2C website is like a table poker playing gambler in Dezhou. They need not only capital but also full patience.

Entity enterprise invasion

"Last year, cat underwear sold nearly 100 million yuan online."

Recently, cat international chairman Lin Lin said, "a year's e-commerce is equivalent to rebuilding a large garment factory in Wuhan."

And Ai Group also set up a network technology company, initially invested 6 million yuan, opened in January this year, Taobao flagship store.

"Ai Di e-commerce system is going to be stunning."

The head of the company said.

Two lingerie businesses regard e-commerce as the most important development strategy.

The person responsible for the cat said that e-commerce and physical stores will be the two carriages of the company's development.

Planning began in late 2007 and officially launched in August 8, 2008. Underwear brand's love for online marketing is not long, but its planning is clear and smooth.

At the very beginning, with the aim of strengthening the image of enterprises and brands, by constructing the official website of the enterprise group, the Internet image of the loved one was unified, and through the establishment of various brand platforms, customers were able to understand the information about the enterprises and brands through the Internet.

Although the love brand owns its own official website, in the face of the problem of "new mainstream consumer groups inevitably bring about new marketing mode", Zhang Rongming, the head of the store, still expresses that this is a relatively comprehensive problem, some of which are manifested in new consumption channels, some of which are new styles or products that conform to their aesthetics, and traditional channels can also satisfy them.

"Now you may be more concerned about new sales channels, but network sales can not replace the traditional offline channel sales.

In the past two years, we have also paid special attention to the impact of the network channel, and at the same time, we have been making constant efforts in this respect.

Before 2008, the sale of cat products was in the Warring States period, and dozens of Internet traders were doing their own business. The annual sales of these products were 100 thousand ~20 yuan.

In the summer of 2009, the cat set up an e-commerce team of 20 people to integrate the network operators, and opened a supply channel for the network operators.

In December of the same year, cat people opened Taobao flagship store and launched a joint venture in several online shopping centers.

Last year, after the autumn, the sale of the cat online was detonated, and the highest annual sales volume of the main network merchants was over ten million yuan.

It is reported that the cat is building an independent trading platform, and the company has invested heavily in online marketing.

Due to the conflict between the traditional channel and the network marketing, the cat is currently promoting brand promotion specifically for e-commerce. Its products have independent positioning and planning, and are separated from traditional marketing.

In 2009, sales of the cat network accounted for 1/10 of the company's total sales.

The ambitious plan put forward by the cats is that e-commerce sales will reach 200 million yuan this year, and the annual sales will reach 1 billion yuan in 5 years.

Patience is important.

For the sale of traditional underwear brand test water through the form of B2C, Li Shudong, as an underwear enterprise that sells its own brand directly through the network, is worried about the dream of CEO. "I think this is the exploratory behavior of the traditional clothing industry to B2C e-commerce.

In such a stage of exploration, the traditional clothing brands turn to the Internet sales channels, and may encounter problems such as talent, ideas, price system and so on.

In May 18th, the founder of VANCL and CEO Chen made preparations for the 1 year's clothing e-commerce website "V+" on-line trial operation.

The first round of investment in the website is US $50 million, and it is not clear which institutions will inject capital in addition to the capital injection.

In the old expression, China's clothing online shopping accounted for over 50% of the total online shopping, and the market space is huge and is bursting into growth. "At present, investing in the establishment of 'V+' is an excellent time point."

However, with the enthusiasm of investors, the bottleneck of B2C website development is also very obvious.

Up to now, Jingdong, Le Tao, VANCL and other reputable B2C websites are far from being profitable. Dangdang has been losing money for 9 years until last year.

"In addition to purchase, warehousing, logistics, promotion investment is a major investment in B2C e-commerce."

According to VANCL, its investment in Internet advertising has reached over 200 million yuan in 2009.

The dream bazaar brand has a warehouse of 6000 square meters in Guangzhou. The company plans to set up warehouses in Shanghai and other places this year, and gradually cover the main regions of the country, so as to shorten the time cost of logistics links.

According to the analysis of the industry, the advertising input output ratio of B2C website is about 1: 1.5, that is, 10 thousand yuan advertising fee can earn about 15 thousand yuan of sales.

This is not a high input output ratio, but the cost that B2C website must pay at this stage.

The concept and mentality of clothing entrepreneurs will also determine the success or failure of online sales.

Based on the training and investment of talent, technology and team, the promotion of online sales to clothing sales performance may be reflected in time. At the same time, this sales revenue may only account for a small part of the sales scale of traditional channels. If the owners fail to get the corresponding attention, this attempt may be abandoned halfway. "

Li Shudong talked about it.

Therefore, for some clothing brands which have developed relatively mature in traditional channels, under the premise of not subverting the traditional channel price system, the "touch net" is more for enterprises to provide consumers with a new choice of purchasing channels.

In addition, one of the characteristics of network sales is that the intermediate links are few and the channel cost is lower, which can provide lower product sales price to consumers.

But this will undoubtedly impact the price system of the traditional channel of clothing brand, and will also be strongly resisted by some agents.

"Although this process is painful, if we want to pform, the traditional underwear enterprises can not be avoided."

Li Shudong said.