China'S Online Shopping Clothing Water Diversion Year?

It was also during the financial crisis that we noticed that venture capitalists had found new opportunities for a lot of real gold and silver, and the online clothing B2C company was becoming a new favorite.

Vinci, as the representative of online shopping clothing brands, has been making fourth rounds of financing in 2010. Experts in the industry say that according to the general practice, this may be the last large-scale financing before the sale of Vinci. Mcglaughlin, a different model, completed a historic financing equity change in 2008. The Sequoia China bought shares of Hua Ping fund held at the expense of $80 million, officially holding Mcglaughlin, and then Mcglaughlin's series of actions showed that it is likely to become the first Chinese clothing "light company" that landed on the US capital market this year.

In addition, almost all of the traditional clothing brands are deeply or superficially involved in the development and development of online apparel B2C business.

However, behind the boom, especially with the frequent emergence of investment institutions, it is found that this emerging industry is accumulating Matthew effect: the stronger and stronger, the weaker and weaker, or the rhythm.

In 2010, it was found that forerunners or excellent people are constantly speeding up, and the juniors or followers are being disturbed.

People can not help asking questions: will 2010 be the water diversion year for China's online shopping clothes?

Water diversion

We can divide the participants in China's online shopping clothing into three categories.

One is the self built online clothing brand company, that is, pure electronic commerce company, that is, "mouse company", such as fan Ke Cheng pin, Masa Marceau and so on; one is the network sales channels established by traditional clothing enterprises, and the other is multi-channel clothing B2C enterprises, the most representative is Mcglaughlin.

There is not a large number of clothing business enterprises on Taobao, but on the one hand, many of Taobao's electricity suppliers are C2C businesses. On the other hand, some of Taobao's retailers have become one of the franchisees incorporated by traditional clothing companies.

Among the three participants, the most need to make the brand is undoubtedly the first and the third companies. Although the online shopping brand of traditional clothing enterprises also needs to be built, after all, because of the supplement of other channels, there is often no urgent brand crisis.

The statistics of the market also prove this point forcefully.

According to AC Nielsen's advertising monitoring results, in the first two months of 2010, van Cen pin and Mcglaughlin became the top runner in the online advertising campaign, and the advertising value estimates were 50 million 800 thousand yuan and 50 million yuan respectively.

If we calculate the advertising of plane, outdoor and other emerging media, we believe that the amount of input will be quite amazing, even if the "traditional" clothing enterprises with "big money" are hard to catch up with.

Obviously, as the two leader in the industry, both sides are working hard for the brand.

The reason why we should constantly carry out "bombardment" for brands, on the one hand, because this is an effective way to stimulate sales, most of the companies are still at this stage of advertising. Only a very small number of online shopping clothing brands begin to exert themselves to brand publicity. On the other hand, this is also the necessary price to make a new clothing brand. After all, clothing ultimately depends on the value of the brand, and of course, there is pressure on investors to move towards the capital market.

However, online shopping clothing starts with the low price advantage far below the traditional channel. Therefore, in the subconscious consumer's purchase, the first orientation is often the price, which will be a fatal blow to the company that wants to buy online clothing brand.

According to the survey of Chinese clothing brand and clothing online shopping in 2009, if people put all the clothing brands together, people's cognition of clothing brands (reference rate) is still mainly based on familiar names, and the newly emerging online clothing brands are far from the brand's appeal.

Among the top ten well-known brands in the survey, Nike, Adidas and Lining are the top three brands for men and women, while Metersbonwe, KAPPA and other emerging brands are among them.

However, if the white-collar workers in the first tier cities are simply investigated, we believe that the online shopping brands such as fan and Mcglaughlin still have considerable popularity, because this class is one of the most active network users.

It is precisely aware of this point that all customers continue to carry out the brand promotion of these subdivided online customers.

Xu Xiaohui, vice president of van gentry, told reporters that everyone has decided to launch the brand spokesperson, and the basic candidate has been identified, namely, with the help of "struggle" and "my youth who decide" and the rising star Wang Luodan.

Choosing Wang Luodan, Xu Xiaohui said, "Wang Luodan has decided that she will be the heroine of the TV drama" Du Lala's promotion ", and this white collar fashion role is exactly the same as the brand appeal of everyone.

In addition, fan Ke Cheng also focuses on the group of college students. According to the information that the reporter learned from everyone inside, everyone is now choosing the image spokesperson in major universities across the country, through this event marketing to influence the important group of this network user.

Even micro-blog, as a new way of information exchange, will never let go.

When Sina micro-blog was tested in August 2009, they entered the group as early as possible.

In a few months, VANCL has launched a series of activities: 1 yuan spike 888 yuan clothing, online shopping courtesy gift, invited Chen Yao, Xu Jinglei and other celebrities interaction to attract users, combined with sina related users to give VANCL brand collar, using the designer of the best seller to tell the story behind the design, so that just three months of employees to express sentimental feelings.

According to a reporter from a person familiar with the matter, actually patrons wanted to be a sponsor of the Chinese Football Super League this year, but only because of the price reasons.

In addition to all customers, Mcglaughlin is also constantly bombardment of the media. Since the second half of last year, Mcglaughlin has made great efforts to propagate reports in various mainstream financial media besides increasing investment in advertising. In addition, he has also been working with Shanghai TV to cooperate with the fashion columns to spread the fast fashion brand concept.

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Compared with those companies who are committed to building online shopping clothing brands, more enterprises still regard the Internet as another marketing channel for clothing, especially for traditional clothing enterprises.

Shao Guoyun, a senior e-commerce researcher, said, "in the eyes of most enterprises, the Internet is defined as a channel."

For these enterprises, it is obvious that there is too much unreality to create online shopping brands, even if their understanding of online shopping clothing B2C is uneven, the difference in understanding is introducing them to another watershed.

Water diversion from strategic point?

Nowadays, the Internet channel is not a problem that we are willing to or need not, but whether the enterprise can occupy the advanced stronghold in the future strategic support.

"The network is not only a channel, it has begun to show a virtual life trend, people can use the network to complete almost all the needs of life."

However, even though the Internet has such a huge potential and importance, it still stays at a low level for traditional clothing enterprises. Foreign brands such as GAP have already accumulated rich experience in online shopping.

The industry has made a corresponding investigation on the application of e-commerce in Chinese clothing enterprises, and the result is regrettable.

As of March 2009, there were only 29.2% independent enterprises specializing in e-commerce planning, sales or development departments, accounting for 24% of "independent departments, but specialized personnel". "In addition to IT professionals, there are no specific e-commerce planning, sales and development personnel," accounting for 5.4%; "no IT professionals, no e-commerce planning, sales and development personnel" clothing enterprises up to 41.3%.

Even in those enterprises that have already launched e-commerce, less than 30% of them have set up e-commerce related departments.

In addition, the traditional clothing enterprises invest less in electronic commerce.

Electronic commerce related infrastructure investment below 10 thousand yuan up to 29.8%, if the expansion to the annual investment of less than 50 thousand yuan, the proportion of such enterprises is as high as 73.5%.

Such an investment obviously does not put the development of clothing e-commerce into strategic position.

So, for the traditional clothing enterprises (mainly for garment enterprises with offline channels), the reason why they are not "cold" for online shopping channels is that they are worried about the impact of online shopping channels on the line.

Because for the entity enterprise, the most fearful is nothing more than three things: dealers secretly cut prices, disrupt the price system; fleeing goods, disrupting the channel system; fakes, disrupting market confidence.

Many traditional clothing enterprises suffer from this kind of pain when the online shopping clothes are just rising.

For example, Lining said that in early 2008, when the official website of Lining opened, there were 700 shops selling all kinds of Lining products online.

"Traditional brand enterprises embrace online sales, but there are few good ends." Lin Wenqin, a senior e-commerce person and MMbuy shopping network CEO, once wrote that "only a few companies can solve the puzzle of integration of virtual and reality."

According to Lin Wenqin analysis, there are many similarities in the failure of all traditional brand enterprises to invest in online shopping channels.

For example, the traditional well-known brands are not sold online, but the traditional brands are in sync with the entity channel prices, and the sales volume is extremely unparalleled. The traditional brands are lower than the entity prices on the Internet, causing the entity customers to complain, the dealers protest, the traditional brand online shopping is in retreat, and then succumb to the dealer pressure and the price is unified, so the website becomes the price list and becomes the display.

For traditional clothing enterprises, because of the short chain of interests and the characteristics of channel DC, the network channel is naturally lower than the traditional channel cost. How to avoid the impact of online channels on the offline channel and make the two complement each other has become the key to start and develop the company's online shopping channels.

After all, for enterprises, the emergence of a new model, escape is not a way, only to master the technology to control it for our use, is the best policy, not in the future of the strategic loss of force.

For enterprises, we should first understand what e-commerce means to the value of an enterprise.

It is neither a matter of indifference nor a swarm of bees. The key is to figure out what the strategic orientation of e-commerce is.

As the industry pointed out, e-commerce on UNIQLO is aimed at improving terminal coverage; P & G's e-commerce is designed to meet the new needs of existing consumers.

If the enterprise only generalize the sales volume and fails to implement the specific value point, the accuracy of the market strategy will be greatly reduced.

Zhou Songhua, who focuses on database marketing in Shanghai Hui Yu consulting, told reporters that the ultimate goal of developing network sales is not to sacrifice traditional channels, but to use the Internet to enhance overall sales and profits.

"When we formulate the network sales strategy, we must develop and utilize the network in a broader perspective, so as to design a profitable network sales mode: the network as a paction channel, as a promotion channel, as a channel for customer guidance and cultivation, and can also serve as a channel for customers to maintain and repeat purchases."

It is easy to find several proven practices to analyze the practices of existing garment enterprises.

It is a strategy adopted by many traditional brand enterprises to distinguish brands from different channels.

For example, Roley family textile launched LOVO brand for online shopping; Huarun home textile launched the online shopping brand luxlulu; the famous American popular shoe brand Hasen also created a special Mason for the network channel.

This practice of creating new brands, though slow start and training takes time, is worth looking forward to in the long run.

In addition, international merchandise under the online channel is also one of the strategies. This is because many famous brands, especially the high-end international fashion brands, are accustomed to letting customers miss the feeling they can't buy, and will not easily let these brands enter the online shopping channel.

Another strategy is time sale, which is a very popular mode of operation now.

Its website will not be a traditional directory format, but will be sold in one file and one file. Each time period or daily or weekly, only a promotional product will be launched for its members, and the activity will be cancelled at the end.

This pattern is popular in Europe and America, such as Gitt Groupe.

At home, such as ihush, Qiao Qiao language, VIP sale will wait for the website.

This mode can not only carry out intensive shipments in a very short time but also affect the offline channel.

Insiders pointed out that the Internet provides clothing with tools and models rather than a shortcut to success, because the operation of clothing brands can never be divorced from the essence of the garment industry.

For companies that want to make online apparel brands, brand is the first priority, and design plays a vital role.

No clothing company has been popular with consumers because of its low price, whether it is the top Armani or the current "H&M" and "ZARA".

For today's online clothing companies, people always seem to find that they are wandering between "creating a clothing brand or making a channel platform".

Now, with the deep involvement of investment institutions and the online shopping clothing companies that will go to the capital market during the year, people are also stopping: will the industry be separated from water?