How Does Traditional Clothing Enterprises Do Online E-Commerce?

Advantages and disadvantages of offline brand online

about tradition In apparel industry, the advantages and disadvantages of offline sales on line are coexist. Most of the brands in traditional clothing industry have a certain degree of brand recognition. Electronic Commerce Emerging clothing brands are incomparable advantages. Certain brand awareness and offline sales mode bring consumers the purchasing power of trust and trust. This has been confirmed in Taobao's sales charts, and the top three brands in Taobao's sales list are brand clothing under cable store.

"The disadvantage of traditional clothing lies in the fact that the first pursuit of Chinese netizens is still cost-effective, which is a challenge for the traditional clothing brands under the wired channel. There are still conflicts of interest in the current development process of virtual channels and traditional channels. If we follow the online operation mode, the price orientation of the lower position line will be lower than that of the offline price, and the sales volume may increase on line. However, the increase of this amount may also bring about a decrease in line. Finally, it will lead to interests under the split line. The final increment is only a kind of sales turnover, while the online sale price is lower than the traditional channel. Finally, the enterprise will not be able to get the profit from the increment. Therefore, there is a saying that the more powerful the traditional channel is, the more prudent it is to develop e-commerce. "

But the huge online market is constantly attracting the operators of traditional clothing industry.

　　 Unstoppable growth in online consumption

Now the growth rate of e-commerce is very fast, and the growth of Taobao, the benchmark enterprise in the industry, has also verified this point. At present, the number of Taobao members is 145 million, and the turnover was 350 million yuan per day for the same period last year. Now it is more than 400 million yuan per day. Last year, the total annual sales volume was 99 billion 960 million yuan, which will exceed 100 billion yuan this year. There is a saying that the financial crisis has made electronic commerce. Today, whatever the reason, the charm of Internet sales can not be underestimated. {page_break}

How far will the clothing e-commerce market grow? We can not answer this question at present, but we all agree that the clothing e-commerce market has reserved enough room for more entrants. At the same time, the speed of survival of the fittest is speeding up. The clothing e-commerce enterprises will be eliminated in the market, and there are likely to be a few enterprises that grow rapidly and occupy a larger market share.

As a traditional garment enterprise, it is no doubt that we should not abandon this fast growing market. In the Internet industry, it is generally believed that after more than a few storms in the Internet, more and more Internet users are increasingly aware of the value of e-commerce. If the development of e-commerce is likened to the growth of children, in the eyes of many people, e-commerce seems to have reached the eve of graduation. Indeed, the growth of e-commerce is still very large, but the distance from the mature day is still very far away.

Now clothing e-commerce is far from mature, even the leading enterprises in e-commerce are constantly exploring, but they have found the right direction for their own business development, and can grow with their own marketing and promotion methods. It is understood that domestic B2B has not really made profits, and is still in the stage of exploring profit points, including those who are doing well and have more fame, are still struggling to win the deficit. But B2B will certainly give birth to a new business model. Whoever can build and use this business model will be the biggest winner in the future.

　　 The feasible scheme of offline brand online

Faced with such a huge market potential and the attraction of new models, many people of insight in traditional clothing industry can never give up. To this end, Ke Si Xing, an e-commerce marketing expert, has provided four solutions to the offline brands.

First, enter C2C or B2C stores to open counters, so that virtual channels can be traditionally operated as suppliers. This way of access is convenient and easy, and will not break the original dealer price system. This approach is most suitable for small and medium enterprises, making the online a new sales window.

Second, the operation of online marketing to a certain operator is actually a general agent mode on the Internet. The advantage is that it is more secure. The disadvantage is that it is poor in handling and how the marketing effect depends entirely on the operation ability of the operators. {page_break}

Third, in order not to affect the sale of offline brands, to create a new brand, such as BONO, is the essence of creating a new brand is an investment behavior. All new brands need to start all over again. Forming a team is particularly important. Whether the use of e-commerce team, whether the new team can integrate with the enterprise culture, is a problem that enterprises need to think about and solve.

Fourth, build your own website, make full use of traditional brand resources, effectively use offline mature channels, online sales and offline shipment. Mobilize all dealers to become logistics distribution, dealers under the reverse B2B, B2C, centralized marketing, offline distribution. This way integrates online and offline into a system, and the technology input will be larger, but it will make the brand form a resultant force and finally achieve the maximum benefit.

Each way has its own advantages and disadvantages. The key is to find ways suitable for the enterprise itself so as to enable the enterprises to achieve the desired results online. In the new e-business environment, the new pillar is flexible production, personalized marketing and social logistics, thus forming a business model of mass customization. The most direct change for brand enterprises is from the original supply drive to demand driven.

E-commerce has brought about a revolution in the whole sales market, and the process of change is silent, but speed can not be underestimated. At first, people once asserted that e-commerce mode is not suitable for clothing products, but with the continuous success of clothing e-commerce enterprises, people began to find that clothing is the biggest beneficiary in the field of e-commerce.

According to statistics, the number of goods sold online is ranked first in clothing, shoes and hats, which has exceeded the largest number of products sold online, such as books, home department stores, recharge cards and so on. This shows that clothing has become a new growth point of e-commerce sales. As an e-commerce marketing expert, Yilma has cooperation with all kinds of e-commerce enterprises. "More and more enterprises are coming in this field of B2C, and TOP100B2C is working with us. I think there are several types. First, pure line businesses are mostly financing enterprises. Second, the traditional retailers and manufacturers have come in very much in recent two years, including traditional clothing enterprises. In the face of such a huge market, every e-commerce enterprise has the chance to succeed. "