How To Make Good Use Of Group Buying In Clothing Enterprises

Not long ago, Wang Shutong, President of Dunhuang network, once mentioned in an article that group buying mode is not the omnipotent hammer of businesses.

Looking back at the whole group buying market in China, from the hundred regiment war to the current 1000 regiment war, and the increasingly spectacular spectacle, people have seen the prosperous development of the group buying market, even though many well-known IT people have asserted that in the coming years, China's group buying market will usher in a shuffle, but now it is washing more and more.

Now hammer has changed more and more, but how can we make good use of these hammers? From the analysis of my own industry, the author will talk briefly about how clothing companies should do a better job of buying this cake.

In December 2010, the monthly sales volume of online group buying reached 1 billion yuan, and the cumulative sales volume reached 3 billion 700 million yuan a year. Judging from the current sales category, it is mainly catering, entertainment, hairdressing and hairdressing.

Of course, besides the factors of clothing itself, it is more important to pay attention to a kind of operation suitable for the size of hammers.

In the future, what kind of hammer is more suitable? From the market analysis of the platform, I think the group buying giant and the fashion and fashion platform will be the main platform for the future clothing group buying.

First of all, group buying IT giant has strong financial strength, has the ability to quickly adjust the system structure and expand the market, driven by the capital market, will continue to change the group buying mode of profit and promotion methods, this is a small group buying platform far from being able to, and with the influx of Internet giants, enclosure movement will become increasingly fierce.

Secondly, fashion dress platform with many years of operation experience, because these platforms are inseparable from fashion, and after years of market operation and market promotion, they have accumulated certain market segments, such as butterfly group buying network. In fashion design, the butterfly market has a high market position and has a wider market segmentation group. Therefore, this entry into the clothing group buying market can be taken from the outside world for granted.

Of course, how to make full use of the resource advantages of our own platform and play the explosive force of clothing group buying is also the future need for us to wait and see. From this analogy, the Chinese apparel network is also the same. Whether we can make use of the existing resources to expand the profit margin of the industrial chain market in the future, we also have reason to consider the possibility of its strategic direction.

How do apparel enterprises and businesses operate the platform? The author combines the current market inherent mode, and thinks that first is the positioning of products. Clothing enterprises and businesses must understand the positioning angle of different styles of clothing, and make a comprehensive comparison with the characteristics of different platforms. For example, if your product is for high-end consumption personnel, then the platform you choose must match with it.

Secondly, it is to know the current market target or strategic direction. Many traditional clothing enterprises and businesses usually do not pay attention to the strategy and the determination of the market target, which will easily cause the waste of market resources and improve the operation cost of enterprises themselves. So when choosing the group buying platform to promote, we should know whether to promote sales volume or to clean up inventory, or else.

Of course, no matter what the purpose is, clothing enterprises must weigh the relationship between online and offline channels. Under the condition that there is no impact on the offline channels, they should innovate the online promotion mode, and combine with the promotion of clothing brands to promote the healthy development of e-commerce in the use of enterprises.