Traditional Clothing Enterprises: New Observation On E-Commerce

Zhang Jiangping: for the retail industry, the biggest problem lies in the coordination of the relationship between the online and offline channel providers.

Li Yong: I contacted e-commerce very early, but I didn't do any clothing business before 2008.

In 2008, I hit it off with Zhou Yu, the general manager of traditional offline brand underwear.

At that time, we studied the secret of Vitoria, the underwear brand of the United States. Its annual sales volume is more than 6 billion dollars, not only has more than 1000 offline chain stores, but also owns its own official website of B2C.

Our conclusion is why we do not try in China? We represent the online sale of "experience", not only on our own website, but also on the "Jingdong" mall, Mcglaughlin and other large online shopping platforms.

But at the same time, we created a new online underwear brand susiya.

In the early years of its pioneering work, "sutier" has laid a solid foundation in the market by rapidly integrating the experience of underwear design strength, production strength, quality control and brand operation experience in the industry for 15 years.

Chen Jun: from the perspective of operation mode, there are two main forms of traditional clothing brand developing e-commerce business. One is outsourcing to the e-commerce company, the other is the specific operation of its own company.

From the point of view of marketing mode, there are three main types: one is the complete synchronization of offline and online products, such as Lining, you can buy Lining's latest products on Taobao; one is to use the Internet to clean up inventory, so that the online and offline products will form a time difference; one is the traditional brand to launch new network brands in order to expand the network market, such as the Taiping bird, the wedding bird and so on.

Which brand should be adopted in each brand, according to the characteristics of the brand itself.

For example, the fashion brands such as ONLY, VEROMODA and JACKJONES are very large, so it is very necessary to have a network platform to deal with inventory.

Another example is Lining's brand. Lining's choice of integrating Taobao sellers is due to the fact that its sales on the Internet are very different.

Reporter: what are the promotional roles of traditional e-commerce in the sales and operation of traditional brands after setting foot in e-commerce?

Zhang Jiangping: as of April 2011, our website has 1 million registered members, launched the network brand - magic magic, single day sales exceeded 8 million yuan, with annual sales volume of 100 million yuan, reaching 5 million pactions.

It marks the development of another core business of the Taiping bird strategic system.

Li Yong: according to conservative statistics, "experience" underwear sales through e-commerce, its sales increased by more than ten percent, and its brand awareness has also been greatly improved.

Reporter: what kind of plan do you have in the next e-commerce promotion?

Zhang Jiangping: in 2010, we put forward the brand "dual core" strategy to create the dual core competitiveness of "virtual joint operation" and "e-commerce operation".

Therefore, the Pacific bird will focus on building online Taobao mall outlets, and synchronize the development of Taobao, pat, Mai net and other network distribution points.

It is estimated that by 2015, we will achieve the goal of 1 billion yuan in e-commerce, strive to achieve 1000 models in brand design and development, and finally achieve the flexible goal of production and sales by the mode of operation driven product production.

Li Yong: we will always act as an agent to "experience" underwear, and will no longer represent other brands.

But our focus will be on building and developing our own brands. In addition to the successful "sutier", a series of independent brands will also be launched.

Reporter: how do you see the traditional clothing brand touches "electricity" and touches?

Li Yong: before I was a private tailor, I was disapproved of by the media and the industry as an e-commerce enterprise. "Private tailors" is a custom brand first, then it can be evaluated whether it is an e-commerce enterprise.

Now, "Suya" is also positioned as an e-commerce enterprise by many people. I still believe that "sutier" is first a woman underwear brand enterprise, and then an e-commerce enterprise.

E-commerce is only a way of service, it is a way to serve customers through information technology.

Chen Jun: many enterprises see the mystery of electronic commerce. They are very high-tech. In fact, they are not. Like the many channels under the Internet, the network is just a new sales channel.

Like the traditional department store industry, the traditional department store, which is headed by "Yintai", has begun to rush to the Internet and build "online department stores". After that, the online shopping platform will be more and more.

That is to say, selling clothes is the ultimate goal, whether online or offline.

But one thing to note is that the mode of e-business is easy to learn and easy to copy, and the key is backstage product control capability.