Home >

Buying Clothes Online: Is Your Money On The Knife Edge?

2010/8/21 14:58:00 32

??? 日本語 Fran?ais English 中文

When people turn the computer into the Internet, when people turn the pages of newspapers and magazines, even when people wait at the street bus stop, advertisements on clothing websites will leap into the eye.

The number of related websites and the huge number of advertisements can be described as "bombardment".

Another area of competition for clothing websites is launched at the "price war" level.

There were PPG before, and then there were other websites to follow up. However, the low price makes consumers feel at a loss.

I remember that one or two years ago, the competitor once tried to prove that "the price of quality is poor".

The original price of 99 yuan VANCL cotton short sleeved shirt, bought two yuan 168 yuan, the cost analysis for freight and collection fees 15 yuan, packaging materials and accessories costs 4 yuan, business tax 8.4 yuan, inventory loss 6 yuan, warehousing and office rental 8.4 yuan, labor management fee 16.8 yuan, advertising costs 50.4 yuan, so the management and operation costs 109 yuan.

In short, if we want to achieve breakeven, the cost of producing single VANCL shirts and fabrics can not exceed 29.5 yuan.

The implication is that

VANCL

If production and fabric costs exceed 29.5 yuan, the future will be difficult.

Regression from low quality, low price to high cost performance ratio

Be engaged in

Garment industry

People know that fabric and technology determine the quality and price of the product, and design means the product image that matches the quality of the target customers.

From the development process of online shopping, consumers' initial purchase behavior is indeed extremely sensitive to the price of commodities.

Ding Hui, a fashion editor who is now a small celebrity, talked about his online shopping experience. He said he started buying online when he was a graduate student in Communication University of China.

There are two reasons: one is the limited cost of living in the student era; the other is to buy cheap goods from the Internet, even if it is "too much to see".

Ding Hui summed up this: "in fact, it seems that at that time, the purchase of low-priced goods, especially 80% of clothing is useless.

Moreover, because the price is too low, the clothes that they buy can not be used at all.

In addition, because the way of online shopping is very simple, it took a long time to "quit" the bad habit of buying things.

Now Ding Hui has graduated from the University for three years, and has undergone tremendous changes compared with the student era. She repeatedly stressed that when buying clothes on the website, it is not smart to buy "cheap goods".

So, how to identify clothing?

Product quality

Ding Hui also gave some professional guidance and advice: take the senior shirt as an example, the key is to look at the fabric.

First of all, the cotton fabric is made of cotton, so to a large extent, the quality of the cotton determines the quality of the fabric.

At present, cotton is divided into coarse cotton, long staple cotton (also called island cotton) and upland cotton. Good high count yarn cotton fabric must be made of long staple cotton.

In the long staple cotton, the best quality is Egyptian Cotton and Pima cotton (Pima Cotton).

Egypt's long staple cotton has a diameter of 25% smaller than that of silk, and almost no neps after weaving. Its strength is high, its fibers are neat and uniform, and there is a special mercerizing effect. So the fabric of Egyptian long velvet cotton is particularly delicate, with a silk like luster and a sense of quality. Many times the washing of clothes will remain bright, and Egypt's long staple cotton is purely hand picked, naturally pollution-free, and the price is naturally the most expensive in the world.

Pima cotton is a general term for the best quality cotton (ELS). It is named after the Pima Indians in the southwestern United States who planted and picked cotton by hand.

Pima cotton is very tough. It is 45% stronger than ordinary cotton. Its dyeing and finishing ability is strong. Its color is bright and bright. Its texture is natural and soft, and its handle is slippery and slippery. Its output accounts for only 3% of the world's total.

Current international

First-line brand

These two extremely valuable cotton are used as raw materials.

The brand of Internet sales is still rare.

The so-called "one cent, one point goods", 68 yuan, 99 yuan is in any case also can not buy expensive long staple cotton fabric, the lower cost of direct sales is also very difficult to achieve.

In addition, we have to mention the Oxford spinning fabric, which has the advantages of comfort, moisture absorption and quick drying.

But at present, the domestic direct selling Oxford spinning shirts are mainly made of 40 yarn fabrics with slightly rough texture and feel like denim. The manufacturing cost is relatively low, and there is still a certain gap between the upper class life style and the mainstream business concept.

Therefore, the concept of "Royal Oxford spinning" advertised by some businessmen is still open to question.

In short, in clothing, men's clothing should pay more attention to the quality of women's clothing than women's clothing.

Do online

Clothing sales

Is it for listing only?

From the past PPG to a group of famous clothing sales websites today, their experiences have some similarities. They all start by financing such as angel investment and so on. The brand effect is also smashed by advertisements, and all products are processed by foundry factories.

The foreseeable future is that the real purpose of these brand owners is basically to move towards capital operation, and the only purpose for them to list on the capital market is domestic and foreign capital.

Of course, there is no doubt that all roads lead to Rome. The most important purpose of an economic entity is to make profits, but what we care about is their concentration on the clothing industry.

People may have noticed that there are such B2C purchasing websites, such as the ebono online mall, which was founded earlier than ever, is also engaged in the online sale of men's clothing, though not as popular as other online shopping brands, but since its inception, it has always been featured by high quality and high cost performance, and is also loved by many online shopping people.

Their dress requirement is that the design can be very simple and the style can be very casual, but it must not be the rough details of the stalls.

Online shopping brands are most important if they want to ensure product quality and reputation, and have the ability to design and produce themselves.

Ebono attaches great importance to R & D innovation, set up a first-class fashion design center in Shanghai, and has a large production base in Songjiang Industrial Park, Shanghai.

This is a "Warring States era" of the B2C clothing website. All parties involved in the market must have the ability and confidence to make their market behaviors to the utmost. The website brand should maximize its own interests and value through careful design and creation of the products, while consumers should polish their eyes and spend money on the edge of the knife, so as to add more comfortable experiences for their shopping trip.