It Is Not An Opposite Concept To Make Sales Channels And Make Clothing Brands.

Act as Electronic Commerce Channels, e-commerce products, at this stage, should we focus on making channels or should we build them? network Brand is the most important issue.

It is still difficult to build a network brand on the Internet. For example, fan Kong has spent billions of dollars to build a network. brand The scale is already very large, but in the real clothing brands such as Anta and Lining, it can not be regarded as a real clothing brand. At this stage, if we build special brand on the Internet, we will not only spend a lot of time, but also pay a lot of money. In the next three to five years, it will become more and more popular to build brands on the Internet. It will become more and more a trend, but that will be three to five years in the future.

At present, we hope to find out through the discussion that all traditional enterprises are applicable methods to balance the development focus of channels and brands. Almost all the traditional enterprises are thinking of selling the existing products online or making a difference from the existing traditional brands. Therefore, at present, especially for traditional enterprises, making channels is more secure.

But on the other hand, making channels and making brands is not an opposite concept, which is closely related to commodity management. Because for enterprises, in the face of the division of channels, the first thing to consider is what their customers' needs are and what their habits are. For example, e-commerce is getting hot, but the core content is online retailing or trading. The channel of e-commerce has many characteristics, such as the mode of transmission, the means of payment, the flow of logistics, the service system and the price. These characteristics make it form a more professional channel, and we can regard it as a proprietary channel.

To make a channel or to make a product depends on the actual situation of the company itself. I think enterprise origin is very important, that is, the DNA of an enterprise. To find the characteristics of their own enterprises, they also have the core competitiveness. In particular, we should avoid homogenization competition and survive in differences. In traditional enterprises, let alone a fast-paced Internet environment.

Whether it is technology excellence or product advantage, brand advantage, channel advantage, resources are not the same, positioning is different. E-commerce is a new industry. Because it is a new industry, there is no place to learn. For some of the more successful enterprises, we can learn, but never imitate. Making products or making channels can be better based on product lines and locating resources.