Martha Marceau C&Nbsp; EO Sun Hong: The E-Commerce Channel Is Complex And Run Ahead.

Masa Ma-so

C EO Sun Hong

For the traditional clothing industry, "

A few days ago, the clothing e-commerce summit hosted by PDF and cool goods network was from Tencent.

Traditional enterprises should "run first" and do not want to understand everything.

Whether clothing companies are going to invest in e-commerce for a couple of years can they make profits? Xing Kongyu, the founder of Dai network and Dean of the Dai business school, suggested that enterprises should run ahead.

"Don't spend 15 million of the time doing an industry survey, and don't spend 8 million to do the IT system well. After three years, it hasn't been launched yet."

Xing Kongyu believes that it is also necessary to be quick, not everything is ready, do not want to understand everything, do not go in, always do not understand.

He said that traditional clothing enterprises should be determined to do e-commerce. The first two or three years of electronic commerce may not achieve much. If the top executives are not determined to support and have no patience, the e-commerce platform built by enterprises may soon be submerged.

Tencent, general manager of Q Q show, he said that traditional clothing enterprises are turning to e-commerce channels without starting to ask for big things, or not to pursue their own websites at the beginning.

"A lot of things don't cost so much at the beginning, so they ignore some core things. Enterprises can test their teams first, and whether the products meet the needs of the Internet.

There are a lot of details that need to be run in. There must be many problems at the same time. The complexity of e-commerce channels is not inferior to the opening of a city's offline market, or the opening of a regional offline market.

He said.

"Customers are not directly facing your products", brand + service is the key.

Sun Xiang, vice president of V, believes that the development of e-commerce in traditional clothing enterprises is the key to success in brand building and services.

The core of brand building can be summed up as two points: product and service.

For B2C enterprises who make clothing e-commerce, products are the foundation for enterprises to survive. To ensure that all products are delivered to customers, they are of good quality.

Second very important is the service, because the customer is not directly facing your product, directly facing your service, if your service is not good, it may lose many customers.

Sun Xiang said.

Masa Marceau C EO Sun Hong also suggested that clothing enterprises should serve well in the net.

"The Internet has huge capacity, but it is difficult to solve the problem of customer experience, especially the size and type of clothing.

There are two ways to solve the problem: first, there must be good customer service personnel to answer the user's questions in time. Two, after sale, it is convenient for customers to return the goods. If returns are needed, the demand will be greatly reduced if higher costs are needed.

Sun Hong said.

Hu Ping, general manager of Aidi group, believes that online and offline sales can give full play to their respective advantages and complement each other.

"In the past, e-commerce was mainly for our enterprises to digest inventory, but we gradually found that some products sold in physical stores or foreign trade export products had achieved unexpected sales results on the Internet, which shows that online and offline businesses can make their own advantages and make complementary sales."

Hu Ping said.

Expert opinion

He QQ, general manager of Tencent QQ show:

Three tactics to solve the conflict between online and offline

The conflict between online and offline sales channels is a common concern of traditional clothing enterprises in developing e-commerce. Apart from price differences, they are worried whether the low price of online clothing will reduce the brand level of enterprises.

1 set up second brands of clothing sold online, as the main brand's sub brand, avoiding direct conflict between online channels and traditional channels.

The 2 way of inventory is the easiest thing for big brands to enter the Internet, and it is not easy to conflict.

3, we can establish a membership system on the Internet, set up a special member on the Internet, give members a certain discount, and ease the conflict between online and offline.