The Volume Of Collective Electric Shock In Clothing Enterprises Ranks First Among All Kinds Of Commodities.

Clothing enterprises collectively touch "electricity"

From the PPG, which was once a beautiful sight, to today's fans, Wedding bird Lining, seven wolves, Metersbonwe and so on, more and more clothing enterprises have joined the army of electronic commerce. Fast growing clothing and apparel products have won the first category of online shopping in China for many years, and the volume of transactions is the highest among all kinds of commodities.

What models do these garment enterprises enter into e-commerce? What advantages and disadvantages do they have?

Smith Barney: building a vertical integrated shopping platform

"We are not customers, we are Bond purchase "Metersbonwe chairman Zhou Chengjian used a very popular online" VANCL style "Emphasizing the difference between the" Bong buy network "and the electronic commerce mode of van customer's product," fan Ke pin pin "is a single brand e-commerce, and the traditional e-commerce mode is still on the pricing strategy. We use multiple brand and multi product structure to form the whole supply chain from design development to production, and form a business vertical integration e-commerce platform to make up for the shortage of traditional mode.

In December 18, 2010, the electronic commerce platform of "Bon Bon" was quietly launched on trial. As a new e-business B2C trading platform, the position of the United States to the state purchase is the main selling company's brand clothing MB, MC and the network own brand AMPM product.

In January 3, 2011, the daily sales of the "state purchase network" exceeded 300 thousand, and the daily trading volume exceeded 1000 orders, with an average value of more than 300 yuan per sheet. Zhou Chengjian is very satisfied with this: "the average value of each unit is more than 300 yuan, which shows that the electronic commerce mode of the state purchase is more recognized. In the past, people's understanding of e-commerce is a sign of low price. I have always stressed that e-commerce should not be just a sign of low price. Low price will surely bring low quality challenges, and the electricity supplier should reflect the brand and cost-effective consumer experience so that e-commerce will really develop faster. "

　　 Zhou Chengjian He has never bought anything on the internet shop, but he has set a goal of 10 years for Merlot clothing e-commerce: by 2020, sales will reach 100 billion yuan. "If the Tencent shut down for a month, many people will encounter obstacles in their daily lives," he said. If Metersbonwe clothing can be like Tencent, consumers need, the scale of enterprises will naturally grow further. If the consumer can leave you at any time, you have no value on a larger scale. "

In addition to the pursuit of scale, Zhou Chengjian hopes to realize the vertical integration of American Apparel business through the "state purchase network" platform. Smith Barney has already set up an official flagship store on Taobao. Zhou Chengjian said: "Taobao online store is still an important part of Metersbonwe's e-commerce strategy. It is built on a public platform, and thousands of households and businesses can start trading on the shop. The traditional understanding is a shoppingmall. And our state purchase platform is more like a franchised store.

At present, Metersbonwe has more than 3000 entity stores. Zhou Chengjian hopes that the new e-commerce platform will complement each other with traditional channels: the traditional mode experience of existing lines, and the 24 hour fast and convenient experience mode on cable. "Traditional stores are ground troops, equivalent to the army; electronic commerce is the air force, ground troops and air force units to win the battle." He explained, "a new era of e-commerce is coming, e-commerce will change people's consumption patterns, but it still needs a close experience."

Customer service: not for mode.

"Love the Internet, love freedom, love late, love night stalls, love racing cars, and love 29 pieces of T-SHIRT. I am not the flag bearer, not the endorsement of anyone. I am Han Han, and I represent myself only. Like you, I am a guest. "

The "all object" that was popular in 2010 not only brought DIY happiness to netizens, but also brought happiness to the founder of VIC, who called himself "no clothes, no marketing, and no Internet". The sales performance of van customer's products increased by 150% in 2009 compared with 2008, while in 2010 it increased to 300%, reaching 2 billion yuan. In the year of 2011, sales revenue will continue to grow by 200% to 6 billion yuan.

If fan Kai pin achieves this goal, it means selling 100 million clothes in 2011 to become the largest clothing brand in China.

In 2007, Chen received funding from angel investor Lei Jun and resigned to create van guest. As a result, all customers began their rapid growth. Van customer service sells 15 shirts from the first day to the average daily sales of nearly 200 thousand men's, women's wear, shoes, children's wear, home and so on.

Behind the leap from 15 to 200 thousand, it is the amazing advertising input of customers. Chen once revealed that in 2009, the advertising volume of van guest was 200 million yuan, and in 2011, it was expected to invest 1 billion yuan in advertising fees. Van Kam pin, with its advertising marketing, firmly sits on the top of the sales of clothing B2C enterprises. As a matter of fact, from the first day of advertising marketing, people are worried that customers will be short-lived like PPG, which has been hit by a huge number of advertisements a few years ago.

After the success of a clothing online shopping campaign in 2010, the goal of VIC in 2011 was to sell 100 million clothes and become the largest clothing brand in China. "We are not looking for an opponent now! Our goal in 2011 is to increase sales by 100%, which is expected to reach 4 billion yuan." Chen said, "VCM is a very special mode, and has huge market size and development space, so there is no competition pressure from competitors."

The same is the online mode, PPG fell down, but the fan of the world has reached its peak. What is the reason? "No pattern for mode." The old customers did not take PPG as the thematic way of mail order catalogues and telesales. Many of the advertisements put on by customers were free, or they were distributed to the website according to the sales volume, and became the model of B2C brand in the production process and the control of logistics service quality.

Van Kwok pin has launched the "30 day unconditional free return" strategy, and "door-to-door, on-site trial service", which is now emulated by industry competition. Meanwhile, logistics systems have been built in Beijing, Shanghai and Guangzhou to ensure that consumers receive orders more quickly.

The key of online brand's business mode is how to solve the links of site experience and logistics distribution. Vic takes the lead in mastering the soul of online brands. "When the brand grows to a certain stage, the expansion of new users will become more and more slowly," Chen concluded. How to attract old customers to buy back, customer experience has become a key factor.

Seven wolves: self built platform and Taobao mall set up shop simultaneously

Last November 11th, "singles day", Alibaba's Taobao mall created a "sales myth", with an average transaction volume of more than 10 thousand yuan per second. It is said that this figure even exceeds the so-called "shopping paradise" in Hongkong.

Zhou Shaoxiong, chairman of the seven wolves, has always been concerned about the development of e-commerce. "At that time, we were impressed by the fact that e-commerce was mainly bought cheap things. At first, we were very cautious about the fact that the seven wolves' positive products could not be recognized by netizens, and had never really begun to do e-commerce. Later, through in-depth analysis, we found that e-commerce will develop faster in the future, and for brands, the most important issue is to guide and participate.

The average chain of clothing enterprises is 6 to 7, that is to say, a garment with a factory price of around 100 yuan will reach 600-700 yuan in the end. However, e-commerce has only one level of channel structure, which has a huge impact on traditional clothing channels. After testing the water e-business, the seven wolves categorized and authenticated the products and distributors, and issued a series of institutional policies. Last year's "singles day", the wolf wolf shop sold more than 16000 single day sales, sales amounted to about 5000000 yuan.

On the one hand, the seven wolves set up a brand store on Taobao and other platforms, and set up their own independent mall. Zhou Shaoxiong said that each brand has different forms of service and experience, and Taobao has no way to embody its individuality in one hundred percent ways. In 2010, the seven wolves co operated with IBM to develop an e-commerce cloud platform, leaving the platform's maintenance and construction work to IBM. At present, the total sales volume of the seven wolves is 2 billion yuan a year, and the proportion of online sales is still very low. However, Zhou Shaoxiong is optimistic about the development of e-commerce. He hopes that by co operating with IBM, he can raise online sales to 10% of total sales in 2011.

In fact, Taobao mall has become the largest B2C online mall in China, and is far away from its competitors in terms of size and profit. In addition to Smith Barney and the seven wolves, Lining, UNIQLO, bestseller, BELLE, Adidas and other domestic and foreign big clothing enterprises have entered Taobao mall and opened the official flagship store.

As early as April 16, 2009, UNIQLO opened the flagship store in Taobao mall, and nearly 3000 transactions were concluded on the day of opening, achieving a transaction volume of about 300000 yuan. On the line in just 10 days, it rushed to the first place in Taobao mall men's wear and women's wear single store with amazing sales speed. The first 11 days when UNIQLO opened a store in Taobao, turnover and passenger volume were equivalent to the sum of stores in the 9 year cumulative line. At present, the statistics from Taobao mall are 300 thousand yuan -50 million yuan in the sales of UNIQLO, and the annual sales are already on the scale of 100 million yuan at the lowest value.

Nowadays, online sales have become one of the powerful engines that push UNIQLO to continue to develop rapidly in China. Even more crazy than UNIQLO is another clothing brand JACK&JONES (Jack&Jones), which sold more than 20 million yuan in 2010.

The cooperation with Taobao mall makes these brands wear huge shopping mall admission fees and physical channel construction fees, directly facing end consumers. Perhaps in the future, all garment enterprises will win the battle through e-commerce, like some other industries.