Clothing Industry Online Shopping Rampant &Nbsp; Traditional Terminal Attack Electronic Commerce Short Board

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Because of the flat channel and the electricity supplier mode, low price is the pride of customers.

However, this does not mean that the traditional ground channel mode has been "defeated".

"Incompatible" treasure

In December 25th, the first 4S experience museum was first unveiled at Guangzhou Tianhe Wan Ling Hui square.

Unlike 4S, which is advocated by the automotive industry, it basically strengthens services. The 4S presented by bin Bao includes Sell (clothing sales), SightExperience (visual experience), Self-IdentityService (personalized service) and LifeStyleSalon (Fashion salon).

During the whole process, the market director of bin Bao clothing, Mai Hao Hao, was almost everywhere.

From the early 90s of last century, Giordano entered the Chinese mainland market. By 1999, it abandoned the traditional modeling to the "no antenna" and the shell design NOKIA, and then to the Baleno who launched Andy Lau's marketing.

In these classic marketing campaigns of famous brands, there are his ideas.

This time he joined the company, which is tailored to his German brand positioning "Berlin aesthetics" - including decoration style and clothing collocation consultant and so on.

In the era of e-business mode "casual wear, especially in men's casual wear, such a large scale retail investment and service input has been rare. It can even be said to be contrary to the general direction of the industry." but She Xujin, CEO, regarded it as a magic weapon.

"Men's casual wear is beginning to polarize. You can buy a shirt that you may not be able to match yourself on the Internet.

But in the traditional terminal, our fashion consultant will provide the most professional one to one dress solution to help you match and teach you to dress.

She Xujin said that the target customers of bin Bao are the urban elite aged 25-35.

Due to the development of urbanization in China in the past 10 years, most of them are highly educated and have a unique aesthetic ability. They have their own understanding of the creation of their own exclusive image. Simple and simple e-commerce shopping services can not satisfy their needs.

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"Quality" is not equal to "service".

In fact, it is not only the bin Bao family that sees this and strengthens its service links.

During the Christmas and New Year holidays, if you visit Giordano's exclusive stores, you will find that the traditional casual wear brand is full of festive atmosphere both inside and outside.

Besides, the salesperson is very enthusiastic and initiative, not only able to answer your questions, help you find the right size, but also help you with simple matching.

"These are the links highlighted in training."

A new Giordano salesman told reporters that the five major corporate culture needs to be remembered at all times: quality, intelligence, innovation, simplicity and service.

Despite the fact that this old brand of casual wear has begun to set foot in e-commerce in recent years, the importance of traditional channels is still obvious.

In terms of services, Giordano can not replace traditional retailing.

At the same time, there are two traditional channels for leisure and apparel operators, including Bossini.

"In our brand view, when the supplementary role of e-commerce has risen to the strategic positioning of an enterprise, how to balance the conflict of interests between the two channels online and offline is still gloomy at the moment."

Wang Guohua, chief executive of burshlung China, believes that this is a headache for most traditional manufacturers.

"In UNIQLO, your shopping way is to lift a basket, pick up your favorite clothes, and pay the bill.

It is easier to switch to e-commerce because of its little content. "

Liao Jierong, an independent analyst in the apparel industry, believes that many business clothing companies will emphasize their services and confuse services with product quality. In fact, this is basically two concepts.

"The service of e-commerce is more reflected in the logistics service. The so-called quality is the foundation of the brand, and there is not much innovation.

And services are more flexible as value added.

She said that comparing B2C and C2C's e-business mode, such as improving the quality of service and providing more personalized services, will become the focus of the future development of traditional retail channels.

"Very simple, the customer has this aspect demand, but the electronic commerce cannot achieve".