Observation: Clothing Enterprises' Love And Hatred For E-Commerce

Love, due to the great attraction of electronic commerce to clothing enterprises, such as customers, specializing in e-commerce and has achieved outstanding sales results, such as Masa Maso, Justyle and more clothing enterprises began to focus on and enter e-commerce; hate, due to the impact and impact of e-commerce on traditional marketing channel, more clothing business agents choose to sell on the Internet, or even sell, to those operating entities Shop agents to impact.

"Did you buy online today?" according to statistics, e-commerce pactions in 2009 reached 330 million yuan, of which the scale of the online retail market reached about 240000000000 yuan.

What is the concept of these about 240000000000? 1/3, which is equivalent to the online consumption of Chinese Internet users. For the garment enterprises occupying half of China's retail industry, e-commerce is like a golden key, and will open up a huge potential network retail Treasury.

New challenge: Tradition

About 240000000000 of the online retail market is a huge cake, whether it is individual entrepreneurs, entrepreneurial teams or traditional enterprises, hoping to get a slice of it and gain value through online retailing.

For clothing enterprises, e-commerce is both love and hate.

Love, because of

In any case, clothing enterprises enter the trend of electronic commerce. The key is:

The two step: first expand the network sale business and then reduce the operation cost.

First, let's take a look at how the pioneers in the clothing industry take the first step.

Marceau, who brings up the brand clothing, is reminded of his slogan: "Masa Maso knows men better."

As the world's leading clothing brand and consumer goods manufacturer, Masa Marceau has built an e-commerce website through ShopEx, the largest e-commerce software and service provider in China.

According to the characteristics of garment enterprises and the business characteristics of Masa Maso, ShopEx consultants provide the best solution for enterprise development based on systematic overall research and demand analysis. At the same time, combined with the trend of e-commerce in the clothing industry, we put forward reasonable planning proposals for the future e-commerce system of Masa Maso, so as to ensure its healthy, stable and sustainable development of e-commerce system.

Official website has been able to achieve the following functions: multi-dimensional commodity display, shopping experience, promotion, commodity payment / logistics distribution and customer service center and so on.

Through the enterprise e-business solution, Masa Maso has successfully extended its business to the Internet, which is only the first step.

On the basis of this, garment enterprises also have to face all kinds of follow-up problems after expanding their business to the Internet. These problems include at least a series of links such as website platform maintenance and update (website platform), network marketing and communication (dissemination service), network logistics management (product delivery, receipt management) and so on, while traditional garment enterprises are completely unfamiliar with these follow-up processes, and will pay high learning costs and time costs.

Until garment enterprises solve these problems, they will lag behind other garment enterprises forerunners.

A complete solution of e-commerce in the whole network can not only effectively reduce the subsequent cost of clothing enterprises in e-commerce, including time cost, learning cost, experience cost, operation cost, marketing cost, business cost and so on.

Taking the shoe store as an example, after its online retail business is growing more and more prosperous, it takes decisive steps to improve the efficiency of the whole network through e-commerce. First, the cluster is deployed, then the online search business is launched, so that enterprises can solve the problem quickly before the bottleneck occurs, and achieve sustained high business growth.

In short, e-commerce is the trend of the times and is the only way for clothing enterprises.

On the one hand, large garment enterprises need to rely on mature e-commerce software and service providers to enter the Internet quickly; on the other hand, all kinds of independent subdivision clothing retail outlets also need e-commerce software, they need to rely on independent online stores to achieve brand and business promotion; who will win the online retail market ultimately is a comprehensive contest of resources, time, and hardware and software indicators. For a garment enterprise, choosing a complete solution for whole network e-commerce is equal to others, and it is especially important to avoid the worry of subsequent development.