Online And Offline &Nbsp; Channel's Game And Win Win

Game and win win between online and offline channels

For the circulation channel of China's garment industry in 2010, it can be described as a horse racing enclosure. Pattern Continuous innovation; online 100 family chorus, group buying distribution is very happy.

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 will do better than rivals, who has more loyal fans than rivals, who can find innovative profit models faster than rivals, who can eat online and offline and enter the "good times" of brands.

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. {page_break}

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: grass-roots sellers' scale regularization development breeds new network brand.

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 transition 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.

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. {page_break}

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.

Offline hot words

Hot word 1:SPA mode

Concept: SPA is the abbreviation of the SpecialityretailerofPrivatelabelApparel of garment industry. It is translated into Chinese: private brand clothing professional retailer. It is a kind of business mode that starts from the design and manufacture of clothing, and sells and sells entirely by its own enterprises, and is highly vertically unified in the value chain. The business model was put forward by GAP, a large clothing retailing company in 1986.

Reasons for nomination: the essential advantages of SPA are speed and profit. In recent years, ZARA, H&M, UNIQLO and other brands have made rapid progress in the domestic market by closely following the fashion of the market, the price of the public and the sales strategy of quick response. Their success has led some domestic garment enterprises to embark on the road of constantly exploring and reforming SPA mode.

News playback: as the pioneer of China's SPA mode, the domestic menswear brand has been established since 1997. After 14 years of development, it has become the leader of local fashion fast fashion. In terms of design, we keep up with the trend of fashion and adopt "super style, small batch and small quantity" continuous production. In production, we have more than 100 thousand square meters of large industrial parks in Jiangxi and Lichuan. On the management mode, terminal stores basically adopt direct management mode, from headquarters to stores, without any intermediate links, avoiding the exploitation of middlemen, and further reducing the loss of profits. The advantage of SPA's model is the high efficiency of its supply chain management, from production to retail, so as to improve the speed of circulation and reduce operating costs.

The SPA mode has brought an efficient market reaction to the new product: its new design is completed by professional buyers and designers, and thousands of new models are launched in one year. Products from planning to production only need a week to half a month; within 5 days, goods can be distributed to any store in the country.

With the shortest time, the essence of SPA mode is to minimize the uncertainty of product production and product demand. In recent years, under the leadership of the successful operation of international and domestic brands, the "big store mode" that has emerged in more and more enterprises such as Li Lang, CABBEEN, Metersbonwe and so on will also grow in this direction.

Comment: with the rise of brand enterprise direct and trusteeship mode, the "Marginalization" of agents has emerged, and the SPA mode is likely to become popular. But SPA does not have a fixed pattern, and it is the most important thing for an enterprise to find a suitable method for its development. It is prudent to blindly imitate foreign brands.

Hot words 2: industrial cluster professional market bundled development

Concept: the development of specialized market and industrial cluster is a prerequisite for mutual promotion, mutual promotion and mutual enhancement. The professional market is the foundation for the development of industrial clusters and promotes the development of industrial clusters. Industrial clusters are the basis for the development of specialized markets and have led to more specialized markets.

Reasons for nomination: Nowadays, more and more specialized markets tend to be internationalized. However, the internationalization of specialized markets can not be separated from the support of professional industrial clusters around the market. This "fish water" relationship has made a large number of domestic specialized markets and industrial clusters bundled development fruitful.

News playback: Yiwu's small commodity market has become the first choice for the vast number of enterprises and merchants to open up domestic and international markets and engage in small commodity trade with its advantages such as variety, low cost, high efficiency, and the convergence of people flow, logistics and information flow. At present, around Yiwu's professional market, a small commodity industrial cluster with an area of nearly 10 thousand square kilometers has been formed with Yiwu as the center, covering Jinli Qu, Hangzhou Jia Hu Shao and Yongwen Taiwan. It has strongly promoted the rapid development of related industries in surrounding areas and even larger regions. The continuous prosperity of the market has accumulated a lot of channels, information, talents and other advantages for Yiwu's traditional industrial clusters. Vigorously promoted the development of traditional enterprises in the cluster, forming 16 major industries, such as knitting, socks, accessories, zippers and so on. A large number of leading enterprises and famous brands such as "La Sha", "Meng Na" and "Shi Fu" have been born here. The economic hinterland of traditional and traditional industrial clusters in Yiwu and its surrounding areas extends to all parts of the country. Yongkang's hardware, Wenzhou's small department stores, Haining leather, and the silk covered quilt of Hangzhou, jiaxhu and so on all have special market share in Yiwu market.

In turn, the development of industrial clusters also promotes the development of business circles. "There are Yiwu in Zhejiang and Hunan in song." With the increasingly obvious integration of Changsha Zhuzhou Xiangtan integrated transportation and location advantages, the development of modern logistics industry has greatly solved the bottleneck of traffic and logistics in the LSU market group, making Lu Song a new chapter in modern logistics apparel.

Comments: the use of existing professional markets to train industrial clusters is a feasible way for the market to develop in a long-term and prosperous development. Cultivate industries that match the development direction of various professional markets and gradually develop and expand, encourage and guide a number of influential professional markets to take the road of branding and scale, and further expand the radiation capability of business circles, so that the competitiveness of specialized markets and industrial clusters can be improved.

Hot words 3: chain expansion

Reason for nomination: 2010 is the most active year of chain expansion of domestic department stores. The scale effect brought by chain expansion has led these giants to rush ahead.

Concept: chain operation is a form of business organization and operation system. It refers to a number of enterprises that operate similar commodities or services, forming a consortium in a certain form, carrying out specialized division of labor under overall planning, implementing centralized management on the basis of division of labor, and integrating independent business activities into overall scale operation, thus achieving scale benefit. It is a business mode.

News playback: Guang Bai group accelerate the implementation of the department store retail expansion strategy, take the combination of the development of the province with the development of the province, set up shop and capital merger and acquisition, combine the retail industry with commercial real estate, and develop the department store and other formats. The plan is to develop rapidly with the speed of 3 to 5 stores a year, and strive to become a leading commercial enterprise with competitiveness both at home and abroad.

It is understood that only in the first half of this year, Guang Bai Group signed the Guangzhou Pearl River New Town Sun City, Huadu Phoenix Plaza, and the successful auction of the Beijing road rehabilitation building. In the second half of this year, Heyuan shopping center was opened, and Chengdu store was successfully tested. The Zhujiang New Town store opened at the end of the year.

Wangfujing department store was very frequent, first in early 2010. Department store Renovated, the first sub brand was launched in September. The first store opened in Dazhong temple. In December 11th, Daxing shop of Wangfujing department store was opened. Up to now, 22 stores have built a first class chain selling network centered on Beijing, which is located in the central section of the central city of North China, Southern China, southwest, central China and East China. The annual sales revenue reaches 15 billion yuan, and the stock market value is about 20000000000 Yuan. Beijing has always been a center and headquarters of the development of Wangfujing department store. But with the process of urbanization in Beijing, the market has expanded from the Third Ring Road to the six ring. The transfer of consumers in Beijing has also bred a new development opportunity. This is why the Wangfujing department store opened shop in Beijing this year. At the same time, the Wangfujing department store will carry out the "multi city" development mode in the provincial capital cities. A city will store more shops, form a regional advantage in the local area, and then radiate from these cities to the lower level cities to form "urban agglomerations". The three points of Beijing headquarters, central cities and urban agglomerations are the strategic plans for the development of Wangfujing department stores.

Comment: first, to be bigger and stronger is absolute rule.

Hot words 4: Shopping Center complex, theme small department store

Concept: the purpose of consumer shopping has gradually changed from the original consumption to the present experience, so diversified sales channels are gradually becoming a trend.

Reasons for nomination: in 2010, only 10 newly opened shopping centers in Beijing were built, covering an area of more than 730 thousand square meters. In the new world department store, the first "women's department store" jumped rapidly in China; Zara, UNIQLO and H&M launched the concept living hall, which was sought after by a large number of post-80s and post-90s consumers. At that time, we realized that the "good times" of the department stores had been far away. Now, who can give consumers the most enjoyable shopping experience and shopping environment, who has occupied the channel and occupied the market.

News playback: as consumers' demand for shopping experience and environment continues to improve, traditional department stores can no longer meet the needs of consumers, and diversified shopping places are emerging.

For domestic businesses, which are in rapid development, transformation and upgrading is imperative. A department store that can not provide consumers with comprehensive services such as retail, service, dining chairs, leisure and entertainment will be in a very awkward situation. "Harsh" consumers have been "spoiled" and are always pursuing a more comfortable environment and better shopping experience. In the future, we may also see large amusement parks combined with amusement parks and shopping.

Another part Department store The transition from "big to whole" to market segmentation is the trend of retail development. Only by holding a narrow crowd with certain characteristics can we succeed in marketing. From the sensational Beijing New World Women's department store, Guangzhou friendship boys and girls "Gemini" department store, fresh and delicate Guangzhou's first NOVO "small theme department store"... More department stores are changing to the "specialized and sophisticated" direction.

And this specialized, personalized, and experienced market sales trend is also reflected in fast fashion brands. The concept of life hall with four in one dress sales, visual experience, personalized service and fashion salon has its advantages from Zara, UNIQLO, H&M and other brands. The fashionable shopping environment and furnishings, the fast style update, the parity level of consumption, and the vivid and friendly shop assistants have surrounded countless young consumers. Many well-known brands' flagship store mode 'also began to break through the single function day by day, giving more experience interactive platform. {page_break}

Comment: immutable forever is the taboo of industry development. The innovation of clothing sales channels not only comes from the pressure of channel competition, but also from the change of consumption characteristics of the main consumer groups. Only by changing the inherent concepts and catering to the psychology of consumers can we meet the challenges of the market better.