Three Networks Will Integrate New Channels Of Clothing.

The apparel industry is also catching up with the three networks convergence express.

In June 29th, Taobao jointly invested one hundred million yuan with Zhejiang number media network Co., Ltd., which was founded by Hua Du group, and formally established Taobao Digital Technology Co., Ltd.

In July 1st, the list of the first 12 pilot cities for triple play was announced.

Hangzhou, Zhejiang successfully selected the first batch of triple play pilot list.

Hangzhou based China digital media said that China will seize the opportunity of triple play and cooperate with telecom operators and partners so as to win the development of the whole industry.

5, the seller is qualified to be purchased.

The cooperation between Taobao and China digital media has enabled Taobao to penetrate into the TV screen with the terminal of Hua number, and China has found the export of video resources through Taobao.

Taobao and China will fully open up internet and TV terminals, and e-commerce has become a cross network application with substantive content after the pilot of triple play.

Customers can enjoy the fun of Taobao while they are staying indoors.

Taobao is different from the traditional live TV shopping mode, using digital interactive interface to complete the operation of TV shopping.

Taobao launched the TV shopping service for interactive TV in the whole country, making the online shopping fully enter the digital TV service.

"Hua Taobao" is an important exploration made by the "three media convergence" on the basis of the resources of "Hua number media" and Taobao.

This is undoubtedly a lot.

Turn on the TV and STB power and enter the home page of China, choose the "Taobao" option with the remote control, that is, entering the TV Taobao mall, Heng Yuan Xiang and other brands become the first batch of TV products.

Choose the product you want, click on the purchase, automatically generate the delivery address on the screen, that is the address of your home, you can cash on delivery.

If you need to modify the receipt address, you only need to enter your mobile phone number.

And where are these purchased products? Hua Hua Taobao is different from the traditional mode of bombing and relatively simple TV shopping. The merchandise in the TV mall is all from Taobao.

"We require 5 sellers above the store and the store, the product must be genuine."

Taobao relevant person in charge told reporters.

The first batch of more than 3000 pieces of popular products from Taobao over 100 high-quality businesses, including clothing, accessories, household goods, and so on, are the 12 major categories.

But now there are not many commodities, for example, there are only two headbands, and the remote control can only choose from top to bottom, and can not complete the input search.

According to the staff, the seller who enters the platform does not need to pay the cost to Taobao. Taobao will receive a certain commission based on the actual sales, which is about 5%, which is basically the same as the current Taobao mall charging mode.

In addition, consumers need to notice that only the interactive set top box can realize the function of TV shopping.

Traditional sales mode

For Taobao businessmen, TV viewers are undoubtedly a huge potential market.

For some people who are not very good at accessing the Internet, Taobao's operation process is relatively simple, which can reduce the threshold and difficulty of online shopping.

If consumers choose the products they like on TV Taobao mall, they can use their TV remote controls to get the whole thing done, and the "fool" shopping process of cash on delivery makes it easier for more people to accept Taobao.

As for Taobao's new Taobao mode, how do fashion experts look at it?

Brand clothing trader Jiang Jiang told reporters that Hua Taobao opened up the Internet and digital TV platform terminal, and undoubtedly added a new sales channel to the clothing industry, which is closer to the general public than the network sales.

Wang Jiansi, a real training expert in costume industry, told an interview with our reporter: "Hua Taobao is a manifestation of diversified channels, it is a soft marketing channel, and the clothing industry can innovate and try."

For the market potential of Taobao, Jiang said that every marketing mode has its theoretical support for its development. However, a new marketing mode from birth to maturity has a process of market education. There is a process of cognition and acceptance by industries, enterprises and consumers. When market education is successful, many consumers accept it, and this marketing mode can become the mainstream marketing mode of the industry.

Otherwise, at best, it will only become a foil for the market.

"The long-standing TV shopping in China has not become the mainstream marketing mode of the clothing industry."

Therefore, whether Taobao can get a wide space in the garment industry depends on the degree of acceptance of future businesses and consumers.

Now a large number of young people are buying clothes on Taobao, while some people who do not use computers are still shopping in traditional ways. If Taobao is popularized, this group of people who do not use computers may be dragged into the ranks of TV shopping. This is a great impact on the traditional clothing store sales mode. Will it subvert the traditional shop sales mode?

In the era of information explosion, the emergence of every new marketing mode will cause the clothing industry and clothing enterprises to pay close attention to, ponder and discuss, and even some enterprises will try. But will this new marketing mode encourage the traditional sales mode to shuffle, first of all, is it to see whether the new marketing mode has become the preferred marketing mode of clothing enterprises or become the mainstream consumer shopping channel conditions? How to form a real feeling of clothing scene and the growing emotional atmosphere of shopping? How to establish factors such as brand recognition and brand added value in clothing consumption besides product and price? How to solve the negative problems such as integrity and after-sales service in the domestic clothing trade? These three conditions may be the three elements that Taobao should consider. Jiang Shiqiong told reporters.

Wang Jiansi, a research expert on clothing terminals, told reporters that buying clothes and other goods are different. Consumers need to try clothes on clothes. They will feel satisfied in the process of trial, which may lead to impulsive consumption, and high-end consumers value the process of buying clothes and the communication and service between people.

As a result, Taobao has played a complementary role in the way of clothing marketing. The traditional mode of store sales is hard to replace.

"We need to be cautious".

At present, a lot of network sales enterprises, although playing the banner of online sales brand or online brand, but their main strategy is not only "almost" products, but also price competition. What these enterprises may lack is to do well in products, supply chain, and more fundamental efforts in brand recognition, unique selling points and corporate integrity.

Jiang Shiqiong said: "if the birth or development of a new marketing mode is based on the same product or price competition on the Internet or digital TV, we can imagine the future of this marketing mode."

And whether clothing companies will try Taobao's marketing method? Jiang Shi hung told reporters: "when choosing a marketing mode, especially a new marketing mode, the key is whether the enterprise chooses this new marketing mode to suit itself, whether the enterprise is equipped with the resources matching it, whether it can exert the utmost efforts to maximize the effectiveness of this marketing mode, and persists. Enterprises should match the resources of enterprises with the maximum, from strategy to tactics to execution, from inside to outside, from top to bottom."

Wang Jiansi said that Taobao China is still in its early stage of development. The network may not be very sound. The laying of the terminal may not be mature enough. If the number of merchants is small, it will not be able to achieve economies of scale.

"But this way of marketing can be learned from the clothing industry."

But before choosing this marketing method, clothing enterprises should first know who really watches TV, whether these people are the end users of the enterprises, the young people prefer to surf the Internet, while those who do not watch TV online may be older, and the acceptance process of new things may be prudent, so clothing enterprises should also treat this new way cautiously.

Ring hot, the shop owner of Taobao's three crown clothing store, told the newspaper: "we have learned the new way of Taobao Taobao. Its market should be larger, and it can also improve the visibility of products for us, but we are not interested in joining it."

Asked the reason, she said: "trouble!" she could not understand the psychological needs of the TV consumer groups, which might lead to many problems such as after-sale trouble, replacement, and so on.

When the newspaper reporters and Taobao 5, the staff members of the crown shop cracked and silled, explained the use of Taobao, then she said, "will this way be adopted? We can not say this now. We need to be cautious. We need to go through the inspection before we can determine that the price, the labor and the cost are the areas we should consider."

Editor's comment: indeed, the integration of three networks brings opportunities and challenges to the garment industry. What we expect is that the new atmosphere and environment brought to the garment industry after the three networks convergence will bring about a new situation in the clothing industry and affect the various terminals of the garment industry. Colleagues worry that the traditional fashion industry will also be challenged. No matter what, with the changing times, the integration of the three networks is inevitable.