Traditional Clothing Brands Are Touching The Net.

The sale of famous brand products has become one of the trends of e-commerce in the future. How to balance the contradiction between e-commerce platform and entity store is a test question for many enterprises.

Recently, Miss Lee wants to change the way of shopping and buy a pair of sandals through the Internet.

In the Taobao mall, she found her favorite brand BELLE. The shoes were full of beautiful products. In order to be afraid that the sandals were not fit, Miss Li wrote down the two models she wanted.

What disappointed Miss Li is that she did not find the two shoes she saw on the Internet in the store's counters. Because no sample shoes could be tried on, the online shopping was forced to shelve.

Miss Li is somewhat puzzled. Since it is the same brand, why online sales of goods can not be found in the shopping mall counters.

Is it a brand name, or is it different from the product line on the Internet and counters?

To this end, Miss Li dialed the brand hotline of this edition.

Online and offline products are different.

Reporters log in through Taobao mall and contacted customer service staff at BELLE flagship store.

Customer service personnel introduced that the shop is the official direct shop of BELLE group. The style of shop sales is mostly consistent with the style of the counters. However, some of them are specially designed for the network customer needs. Some of them are sold in some cities because of different regional customers' needs. Some cities do not sell, so there will be some cases where individual products can not be found in some cities.

The relevant person in charge of Taobao also said that before entering the Taobao mall, brand enterprises will go through strict business certification, require registration of the company's business license, and also need to issue a brand authorization certificate. After certification is complete, they can sell products in Taobao mall.

Traditional brands are "touching the net".

In the past few years, many famous brands have been busy collecting and selling national marketing channels.

Now, after the massive channels, many enterprises have turned their attention to network marketing, and began to lay out on the Internet, trying to cultivate their own brand online shopping market through Taobao's customers.

In recent years, the consumption figures of online shopping market have increased exponentially, especially the sales performance of shoes and hat products.

Login to Taobao mall can be found that more and more brands have chosen to open official flagship store in Taobao mall, as the first stop of Internet test.

Lining, UNIQLO, newspaper bird, JACK&JONES, ONLY and other domestic and foreign brands have appeared in the eyes of Taobao shopping crowd. The growth of garment enterprises is particularly impressive.

Earlier this month, the VEROMODA brand of the Danish Fashion Group's bestseller brand also announced its landing at Taobao mall.

Prior to that, the two flagship brands of Jack&Jones, Taobao, Taobao's flagship store have been opened one after another.

At present, the sales of the two brands have broken through the performance of about 5000000 yuan last month.

Do differentiated operation with offline

Reporters learned in the interview that although brand counters will also offer promotional means such as discounts based on seasons and holidays, generally speaking, online products have more price advantages.

So how can businesses balance the interests of online stores and counters? It can open up the network sales platform without affecting the business of counters.

"If you don't do it, your competitors and your copycat versions will continue to carve up your market on the Internet."

Hu Chenrong, director of e-commerce operation of BELLE group, said.

The business mode under the BELLE line is multi brand management: BELLE, Teenmix, Staccato, and sun da.

Different brands are located in different market segments.

Hu Chenrong said that they put the concept of offline brand group online.

Now BELLE's shopping mall Taoxiu online is forming a brand group mainly based on inNet, that is, selling exclusively online channels.

Moreover, the control of the brand group is very flexible. It can not only lower the best selling style, but also distinguish the style from the offline one, thereby reducing the conflict between online and offline.

This means that it is not necessary to take a low price strategy to sell things online, but to distinguish from offline and find different advantages.

Products that are in line with the line must be unified in their own price system, and the new products will be sold at full price, and the discount will be given in the off-season.

The store is still the "aorta"

Zhang Yong, head of Taobao CFO and Taobao mall, pointed out that the combination of traditional clothing industry and the Internet is the general trend.

The sale of famous brand products will become one of the trends of e-commerce in the future.

As far as the current situation is concerned, although the online store is rising rapidly, the entity store is still the "aorta" sold by the enterprise, and the online store is the "nutrient solution" injected from outside.

People in the industry generally believe that with the rapid rise of online shopping, in the near future, the contradiction between e-commerce platform and entity store will be unavoidable. How to balance the contradiction between e-commerce platform and entity store is a test question faced by many enterprises.

At present, the rule of many enterprises is to make the e-business platform a selling platform for the enterprise's off season or promotional products.

But just as a sales platform for off season or promotional products, it is obviously only an expedient measure, which is not in line with the future development trend of e-commerce.

Compared with the entity store, e-commerce platform still has many difficulties.

Because online shopping is mainly done through the Internet and telephone, although it can bring convenience to consumers, it also leads to consumers unable to personally experience the specific products when buying.

This difference makes the entity store and online shop have the space of mutual cooperation.