Discussion And Research On Apparel Industry Network Marketing

With the development of economy and computer technology and information technology, garments are becoming more and more popular.

At present, the human society has stepped into the digital age rapidly. E-commerce is changing the traditional and materialized marketing mode of the industrialized society rapidly. The close combination of the network and the economy has promoted the marketing to a new stage of development -- the era of network marketing.

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First,

In some developed countries, brand apparel online has become a trend.

In the United States, Internet marketing has become a model that can not be ignored in clothing sales.

The importance of network marketing to garment enterprises has been widely recognized.

The major apparel retailers are scrambling to explore the new field of network to maintain and consolidate existing customer resources and increase market share.

Apart from being a useful tool to gain market share, the Internet will also better consolidate existing clothing brands and enhance customer relationship.

From a broad perspective, network marketing has become an indispensable marketing mode for the sustainable development of garment enterprises under the network environment.

Domestic clothing is still not a hot commodity in Internet marketing, but its trading ratio is further improving.

Once the number of Internet users has reached a certain scale and adapted to the new way of network marketing, the market of clothing network marketing will start to grow rapidly and enter into the high-speed growth period of scale.

However, from the perspective of industrial life cycle, China's consumer e-commerce is only in the introduction stage of the market.

Although the growth rate is fast, the base is very small and has not yet formed a scale.

Two, clothing network marketing advantage

As a new marketing mode built on the Internet, clothing network marketing has its unique advantages.

1. save consumer costs

In the entity trading environment, consumers are often faced with a lot of clothing stores in the face of dazzling clothes. They try to find satisfactory clothes by trying them one by one.

This way of buying clothes takes a lot of time and energy from consumers.

In the online shopping environment, consumers can enter all the clothing that meets the requirements of the website quickly if they enter the relevant information of clothing purchased in the clothing sales catalog, which greatly saves the time cost and physical cost of consumers.

2. reduce enterprise costs

The enterprise cost includes two parts: business management cost and sales cost.

(1) reduce management costs.

Using the Internet to reduce traffic, communications, labor, finance, office rents and cost of management can maximize the management efficiency, and the use of the Internet can reduce the cost of promotion in the marketing process.

Many clothing entities and entities have begun to turn to the Internet for clothing network marketing activities, so as to save management costs.

It can be seen as follows: (1) using Internet can reduce traffic and communication costs; (2) reduce labor costs; (3) reduce financial costs; and (4) reduce office rents.

(2) reduce sales costs.

Sales cost mainly includes sales personnel costs, pportation costs, sales management fees, advertising costs and so on.

The emergence of the Internet has brought new sales mode and management mode to garment enterprises. For example, online sales of clothing (including one page of the letter online), direct sales (online ordering) and online clothing sales promotion and other new sales modes and management methods have greatly reduced the cost of sales.

The biggest feature of online shopping is that merchants and customers do not meet each other, and the network is used as an intermediary to deliver commodity information.

Therefore, online clothing dealers can directly deal with customers without physical stores.

As online sales clothing eliminates the cost of starting clothing store parts, the price of clothing online generally is cheaper than that of physical stores. This is one of the reasons why online clothing sales attract consumers most.

3. meet individual needs and rational purchase of consumers.

Clothing network marketing is a marketing method that is oriented by consumers and emphasizes individuation. It has strong interaction and makes it an ideal tool for achieving full marketing. It can satisfy consumers' need for convenience to buy clothes, improve consumers' shopping efficiency and meet consumers' needs of re looking price.

When buying clothes on the Internet, consumers can search for many clothes that meet their requirements at the same time, and compare the prices, styles and colors of these garments, so that consumers can decide which items to buy after goods are sold in three stores.

Online product information query is not affected by spatial distance. People can easily buy foreign brand clothing on the Internet without going abroad, which greatly increases the choice of clothing purchase.

4., improve the fast reaction ability of garment enterprises.

Clothing is a very popular commodity. It has the characteristics of short popularity cycle and fast change. In addition, consumers' personalized demand for clothing is increasingly obvious. It is particularly important for garment enterprises to respond quickly according to the market situation.

Through the sale of clothing on the Internet, enterprises can not only directly conduct statistical analysis of online clothing sales data, but also get timely feedback from consumers by means of BBS messages and so on, so as to adjust product distribution rapidly and improve the production efficiency of garment enterprises.

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Three, affecting and restricting the main reasons for the development of clothing network marketing.

As the clothing aspect has its own characteristics, many problems arise when the clothing network marketing develops rapidly.

1. online fitting problem

Clothing as a traditional retail industry, the traditional way of buying is "buy clothes first try". Chinese people are constrained by the traditional idea that "seeing is believing and ears are empty." customers always have to try on clothes and touch fabrics in person to determine whether clothing styles, models, styles and so on are commensurate with their temperament, skin color and body size, which is in line with the fashion buying pattern that can not be tried on the Internet at present.

Clothing network marketing provides a virtual market, so the most prominent problem in online clothing sales is that consumers can not try on the Internet.

If customers can not fully trust the clothing purchased from the Internet, they will have a resistance to the way of buying clothes online, which will increase the difficulty of online sales of clothing, seriously affect and restrict the development of online clothing sales.

2. after-sales service problem

This is mainly reflected in the inconvenience of consumer returns and replacement, and the fact that clothes purchased can not be received in time.

Many consumers don't want to buy clothes on the Internet because they are afraid to buy clothes that are not suitable, and return or exchange will bring more trouble.

Many foreign apparel sales websites promise consumers to return unconditionally and exchange goods, while domestic online apparel sellers have little promise to return or exchange goods, while promises of unconditional return are few.

3. logistics distribution problem

Consumers of general network marketing are very concerned about how long the online purchase of clothing can be received, which involves the logistics distribution system.

For the logistics distribution system, mainly including the post office, express company and so on to complete the traditional distribution task, however, there is a big gap between China's logistics system and international standard logistics system: foreign countries are using sophisticated computer technology, and adopt the international prevailing paction mode, and according to the principle of price priority, time priority and system resource priority, the computer automatically matches and completes the paction between remote and long-distance goods.

The original technology is still used in China. It is no exaggeration to say that China's logistics level is equivalent to that of developed countries in 1930s.

Therefore, we can see that the lagging logistics has not adapted to the rapid development of network marketing, and logistics distribution has become another obstacle to online clothing sales.

4. online payment issues

On the Internet, the two sides of the Internet can only exchange, negotiate and confirm through the network. Finally, the paction can take place. At the end of the paction, online banking acts as an important role.

Direct pactions on the Internet need to be done online through bank credit cards.

At present, the communication platforms chosen by specialized banks in China are not unified, which is not conducive to interbank interconnection among different banks, financial supervision by central banks, and the implementation of macro-control policies.

5. safety issues

Safety is the most worrying problem in clothing network marketing.

Security includes two parts: information content security and network system security.

The security of information content is directly related to the privacy of consumers.

Now, if consumers are shopping online directly, consumers' personal information is likely to be stolen. The money in the electronic bank account may be stolen by illegal criminals by breaking passwords, personal data may be rented or sold to other institutions, and consumers can face numerous spam and harassing phones, which seriously infringes on consumers' right to privacy.

6. integrity issues

Nowadays, many people often stroll around the Internet, but there is not much online shopping. From the bottom of their hearts, the biggest reason for the fear of Internet marketing is that there are too many false things on the Internet. Some criminals begin to turn to the Internet based on the network virtuality and space-time.

It can be envisaged that if a party intentionally deceives one of the enterprises and consumers, the serious consequences can be imagined, and the fraudulent party will find it difficult to find them.

Because the network is virtual, users can always evaporate on the Internet without leaving any clues.

I believe that with the development of the Internet and the improvement of various technical and service measures, together with the cooperation of different departments, it has created the conditions for the online marketing of clothing. The online clothing sales mode will become more mature. The clothing network marketing will surely become the important sales mode of the information society and promote the further development of the garment industry.