Traditional Clothing Enterprises "Double Pronged Approach" To Seize The Online Shopping Market

The huge potential of online shopping market not only has long been coveted by department stores, but also quickened the pace of the real clothing manufacturers.

In fact, in addition to UNIQLO, GAP, Lining and other brands in the online shopping field "walking on two legs", such as Adidas and other brands also use Taobao mall platform for online sales.

Big international card

Clothing brands are touching the net.

In the US market, the annual net income of online shopping can reach US $7 billion GAP. Although it has just appeared in Beijing and Shanghai, it has begun to gradually improve the online shopping system.

Following the online shopping mall, GAP formally joined Taobao at the end of last month, and entered Taobao.

After entering the Chinese market, GAP is only in Beijing and Shanghai stores, and as an international brand, its investment in stores is huge. It is difficult to go deeper into the lower market. In order to catch customers who can not buy goods from physical stores, GAP has introduced its online stores which are quite successful in the US at the same time, while satisfying the shopping needs of consumers in other regions.

There are many international cards with GAP in Taobao mall, including the domestic market.

According to the reporter, although Ray-Ban sunglasses are sold on Taobao, there are many sellers, but the price is different. The commodities are mixed up, so it is easy to buy the goods of low quality.

At the same time, big brands such as clothing, shoes and electrical appliances all occupy the "pit" in the Taobao mall. Meanwhile, Beijing's local clothing brand Shun Mei also announced that it is likely to enter the online shopping platform with the help of Taobao mall soon.

A senior executive from Shun Mei told reporters that the company has already prepared the Ministry of electronic commerce and will be launched in 3 months.

In addition to GAP, including UNIQLO, Lining and other brands also have online stores, and choose to enter Taobao mall.

It is reported that Adidas, an international sporting goods giant, has only opened online stores in Taobao mall.

The online store of Emporio Armani, the international brand of Armani group (Armani), was officially launched last year.

This is the fourth stop of Emporio Armani brand following the opening of online shopping in the US, Europe and Japan, and has become the first luxury brand to launch online business in the Chinese market.

In the new field, the traditional clothing brands are attacking the city and pulling out the village. However, the growth of brands such as fan Xin pin, Marceau and other online shopping starts to show the trend of penetration into the store.

At present, Marceau has set up counters on the world trade scale.

In addition, the trend of vertical B2C websites challenging traditional online shopping platforms is more and more obvious.

According to Zhang Shulve, chairman of masa Marceau, the sales volume of masa Marceau is expected to exceed 400% this year, and its turnover will reach 500 million -7 billion yuan.

Ai Rui recently released 15 major e-commerce websites in China.

At the end of last year, nearly 30% of the vertical class B2C such as Masa Marceau and so on, formed a tight position on the giant camp, and the gap between the vertical category and the integrated giants was accelerating.

Sharing passenger flow is quite labor-saving.

Like Lining, UNIQLO, GAP and other famous brands at home and abroad, they own online stores, but still choose to enter Taobao mall.

In fact, these brands "two pronged" into the online shopping market, or Taobao's huge platform advantage.

According to official data from Taobao, Taobao has reached about 370 million users.

Compared with the 370 million users owned by Taobao, the brand is more popular among brands. At present, domestic consumers are accustomed to using Taobao as the first platform for online shopping.

At present, whether it is parity or online shopping, Taobao has become the first choice for consumers.

In addition to sharing the huge passenger flow of Taobao mall, brand operators need to invest huge amounts of money in order to establish a perfect online shopping system.

In the eyes of one industry, the online store's browsing speed needs to be very fast for the establishment of the online store brand, and the information such as the sale of the goods needs to be pferred to the background quickly.

Compared with the construction of the website itself, brand operators need to establish their own logistics distribution system if they want to make the online shopping system convenient and fast, and do not add extra freight burden to consumers.

At present, in the domestic market, in addition to fan Ke pin pin, most of the brand's logistics and distribution still rely on the three party, such as Shun Feng and EMS.

Although cooperation with experienced third party logistics will greatly reduce brand operators' operational input, some problems will follow.

According to one analyst, before the big festival, most of the logistics enterprises will encounter the situation of pressing goods, which will lead to the delay of delivery time.

Moreover, the choice of the third party logistics will increase the cost of goods purchased by consumers.

Reporters visited several brands of online stores to see that in order to ensure the quality of distribution of goods, many brands chose to cooperate with large logistics enterprises such as Shun Feng and EMS, but the freight rates of these brands were not low.

Compared with these factors, the third party logistics can not provide consumers with real-time return service, and it is also a difficult problem for brands to seek online business development.

In fact, for department stores, the establishment of a perfect replacement service system has always been a goal pursued by the mall.

At present, the Cui Wei building and the contemporary shopping mall, which are relatively perfect in the system of return and replacement, have a good reputation in the minds of consumers.

Online shopping bottleneck to be broken

Business experts predict that during the "12th Five-Year" period, the online shopping business will maintain an increase of three to 40%, and the total scale will reach at least 2 trillion yuan.

"At present, the proportion of apparel online shopping is less than 10% in clothing retailing."

Zhang Yanping, an e-commerce analyst, said.

In fact, although clothing online shopping has become the hope of many brands to tap new profit points, but if domestic clothing brands want to go further in this field, they still need to solve the problem of the gap between online goods and actual goods.

In the interview, many consumers have encountered the difference in the style, color and texture of the products that they see on the Internet.

Another consumer said that although the uniform size of clothing, but the brand is different, there will still be subtle differences.

It is reported that at present, there are businesses in the market trying to go through the stage of traditional online shop displaying products with static pictures, but this can not fully satisfy consumers' experience needs for important shopping links such as fitting.

Liu Hui, a business consultant, said that in the more developed commercial America and Japan, the technology of virtual network platform is more advanced, which provides virtual fitting service for consumers.

After wearing the sensor, the machine uploads the waistline and leg circumference information of the consumer through the network, and the corresponding network virtual platform will automatically select the appropriate size for the consumer.

In the industry view, with the continuous upgrading of technology, clothing brand online business will become an increasingly important source of income for enterprises.

However, efforts to upgrade technology and accelerate the change of consumer shopping habits are far from enough to rely on several brands, but require concerted action by the whole industry.