Online And Offline &Nbsp; Game And Win Win Of Garment Industry Channel

For China in 2010

There is such a passage circulating in the clothing circle: who will start from the wholesale to the monopoly, who will start from the small shop to the big shop, who will start from the big shop to the flagship store, who has both big stores, flagship stores, and many stores in the two or three line or even four line cities.

Next, who pays more attention to terminal construction than opponents, who is more than the opponent.

This newspaper specially selected 2010 major events in the circulation channels of China's garment industry or the most concerned business models, sharing wisdom with Chinese apparel industry colleagues and brand.

Annual hot words on online channels

Hot words 1: group buying

Concept: group buying is group shopping. It refers to a way of shopping that consumers unite to increase bargaining power with merchants so as to get the best price.

According to the principle of small profits but quick turnover and high price, merchants can offer group purchase discount below retail price and quality service that can not be purchased separately.

Now the main way of group buying is online group buying.

Reasons for nomination: when it comes to what is the most popular online shopping in 2010, we have to mention the sudden outbreak of group buying.

Is it still in the market for the price of the merchandise? "83% off! The original price is 748 yuan, the national package express, NIKE Nike new barefoot super light net cloth breathable sports shoes only sell 130 yuan!", "the original price 88 yuan, the fashionable lady bow knot decoration foldable three, the hand-held / single shoulder / slanting bag (national postal package) only 39 yuan"......

Who can say "no" in the face of these amazing discount discounts?

News playback: last year, the "100 regiment war" was launched rapidly in China's professional website. According to the "credit investigation report of domestic online group buying industry" released by the China Internet Credit Center in late December last year, there are 1664 large and small group buying websites in China at present.

Among them, there are several different modes of buying and selling apparel and apparel products.

The most common and the most primitive part is the cooperation between group buying websites and product providers. On the website, they launch a single product for consumers to buy, win at low prices and discounts, and take the famous leisure sports brands such as Lining, ECCO, NIKE as the main products, and mainly focus on the high degree of standardization of their products.

The other is the high-end group buying website represented by Xiu group network and Jiapin net.

These group buying websites mainly sell high-end luxury brand clothing and apparel products, targeting high-end customers. The main products include PRADA, ARMANI, HERMES and other high-end products.

However, when the number of domestic group buying websites imitates the number of overseas models doubled, the group buying websites abroad have already moved towards innovation and development, while the domestic group buying market is "crowded" and the quality is not good, but only the problem of how to survive is left behind.

China International Electronic Commerce Center issued the first "e-commerce credit certification rules" in October 29th last year. Meanwhile, 29 companies issued certificates through the first batch of group buying websites, so that they began to experience the "shuffle" stage of shuffle.

Comment: group buying website has opened an alternative gold rush mode in e-commerce. Although it is emulating the US group buying website GroupOn, the title of "2010 group buying first year" also indicates that this mode has been recognized by Chinese consumers.

But how to "learn the shell and learn the essence" has become the last hero in the "chaos" of the group buying website. It has become a problem for the enterprises to stay in this gold rush red sea.

Hot word 2:B2C Era

Concept: "business to customer" is a mode of e-commerce, which is usually referred to as commercial retail, which directly sells products and services to consumers.

This form of electronic commerce mainly relies on the Internet to launch online sales activities.

Reasons for nomination: the increasingly mature B2C market is constantly increasing its share in China's online shopping.

More and more forces have joined the battleground, and the traditional B2C is also actively expanding its scope of operation to start department stores.

News playback: in August 10, 2010, China Post jointly launched the "post music network" launched by TOM group.

In October 19, 2010, Japan's e-commerce company Lotte and Baidu jointly opened online shopping mall "Le cool days".

In November 1st, Taobao announced that Taobao mall launched an independent domain name, and announced that it will invest 200 million yuan to promote Taobao mall brand between November 2010 and January 2011.

Among them, the most notable is the announcement of Taobao's new independent domain name and vertical market strategy.

The C2C website, which once occupied the share of China's 80% online shopping, is being B2C through a series of means.

This also shows that the gold development period of China's C2C field is over. Taobao is also using its accumulated foundation to march into the B2C field, becoming another powerful force in China's B2C field.

Comments: Although the B2C market has broad prospects, it is also a "burning money" business.

All the "Heroes" are investing heavily in investing in Jinyi Road, and we can also be sure that the B2C industry, which is sending money behind the rear of the venture, will have a bright future.

Hot words 3: grass roots seller brand

Concept: the formal development of grass root sellers is a new brand of network.

Reasons for nomination: as online shopping consumers' psychological expectations of commodity quality and the recognition of "Amoy brands" are getting higher and higher, netizens have begun to pition from "price consumption" to "quality consumption" in the past, and the requirements for product quality are more severe.

Taobao's "small business" mode is gradually changing along with the growing maturity of e-commerce market and increasingly fierce competition.

Instead, it is the rapid rise of online brands.

Those who rush to the platform at the beginning of their creation and sell one piece are just one. Even the "shrimp and crabs" will be able to salvage gold too much.

When the e-commerce mode is becoming more and more mature, the competition between shops is more and more fierce. How to stand out in the competition, many online shopkeepers start to seek breakthroughs in business thinking.

News playback: lemon green tea, crack and silk, Justyle, Osa, Miss Morton and so on, a group of "self-made" grass roots sellers, from C to B gradually change, "evolution", already has its own brand culture, its own design team, its own factory and the same competitive strength as offline brands, but it knows better the survival rule of the Internet world.

Product quality, new design speed, after-sales service, enterprise culture gradually regularized, large-scale development, and no one is in line with mature enterprises.

The big sellers of online stores are the first batch of trial participants at the beginning of the development of China's e-commerce market. When they become stronger and stronger, they have no experience and lessons to be learned. The puzzles or problems encountered in their development can only be constantly explored and tried.

As an e-commerce platform for the public, Taobao provides an unprecedented platform for free development for businesses. It also provides consumers with an opportunity to objectively evaluate the products, giving reference to all buyers.

Smart businesses can turn it into a word-of-mouth effect that no advertising can match, and get the most authentic and timely customer feedback through evaluation. This is undoubtedly the most valuable for the improvement and further development of an enterprise.

On the contrary, opportunism is nothing more than "suicide" for those Internet brands who have worked hard to achieve a certain scale.

Every business operator must think clearly about how to defend it.

Comment: network brand is the result of the evolution of e-commerce market, survival of the fittest, natural selection.

Evolution is bound to eliminate a large number of forms that are not suited to the market environment. Those left behind, the increasingly prosperous strong ones, will bring us more powerful genes that can be inherited from generation to generation.

The pursuit and persistence of product quality is one of their powerful genes.

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Hot words 4: Taobao distribution platform

Concept: Taobao provides specialized platform services for consignment and wholesale business to help businesses quickly find distributors or suppliers.

As long as you own Taobao shop and not the seller of Taobao mall, you can enter.

Reasons for nomination: with the rapid development of e-commerce, the new mode of network distribution has begun to develop slowly. As network distribution has the development potential that can not be underestimated, many companies have been investing in this distribution mode.

News playback: although it has a loud brand, its own production workshop and smooth offline channels, but the huge difference between offline and online operation makes it difficult to understand network channel management and lack of network marketing ideas, which has become a huge barrier to traditional clothing enterprises' "fishing for gold at sea".

The Internet sales platform chiefs began to act as the leaders of these traditional enterprises, and Taobao was one of them. By the end of July 2009, Taobao's distribution platform was launched in a low profile, and the major brand enterprises were "going to sea by boat".

For the traditional brand manufacturers to solve the rapid development of the retail terminal, as well as the management of the retail terminal, including retail terminal price changes, cash withdrawal, inventory, orders and so on.

Because Taobao has a large C2C customer base, it can ensure that the supplier's products can be promptly distributed to the distribution shops on the platform, and achieve rapid distribution. Therefore, it can attract a large number of suppliers, which can occupy a larger advantage in terms of quantity and type of goods.

Up to now, the number of suppliers on Taobao distribution platform has reached 56 thousand, and the number of distributors has reached 860 thousand.

At the same time, the total sales achieved through the distribution platform also reached an average of 25 million yuan per day, with the highest peak even exceeding 50 million yuan.

At the same time, branding is also accelerating to enter Taobao's distribution platform.

8600 brands have already entered Taobao's distribution platform.

Lining, Anta, Adidas, XTEP, Tonlion, BELLE and other well-known clothing brands have already tasted sweetness in the Taobao distribution platform, and the volume of distribution business has been greatly increased, and the speed of brand entry is accelerating.

Comment: whether it is Amoy sale or wholesale, it is a new exploration of Taobao and Alibaba in the field of network distribution.

But this model has just been launched, and it needs more perfect system and system to provide support, but it has a market potential that can not be underestimated.

It is time to test whether this potential can generate enormous energy.