National Electricity Supplier General Mobilization! How Can Enterprises Face Them?

Offline brand e-commerce Tour

In the face of such a huge market of e-commerce, the brand enterprises that have been surviving and developing under traditional channels can not help but take heart. How can we grasp the market that has never been involved? When should we intervene? What kind of expectation should we take to deal with this vast market? market Brand clothing companies don't seem to have a clear idea.

The temptation of big market

According to the data provided by the cable net, the volume of clothing transactions increased by 123.7% in the fourth quarter of 2010, reaching 42 billion 900 million yuan. Relative to the first three quarters of the slow growth, the fourth quarter of the transaction surged.

Although the prospect is broad, online shopping has not yet become an important performance support point for clothing giants.

Traditional businesses, like traditional markets, are not necessarily familiar with the field of e-commerce. At present, the main problem is how to solve the problem of interest conflict. First, price conflict under channel conflict. Online retail may not be as good as 1% of the retail price below the line, so how to set the price; two is to open up the organization and management problems caused by the electricity supplier Department. Traditional enterprises do well in the business of electricity providers. It is not just a matter of increasing the number of individuals in a department. It involves several aspects of the process, finance and organizational structure of an enterprise. Therefore, traditional enterprises enter the online shopping market, first of all, to solve their own mindset and preconceived awareness.

In the past three years, customers have sold 2 billion of their sales from nothing to 2010, because customers understand the Internet and understand the online shopping users. Many traditional enterprises do not understand these rules of online games, and those who blindly think they are rich, have products, and have traditional channels to support, think that enterprises that can do e-commerce easily can find that everything is not as beautiful as it looks. To open up the online shopping market with the idea of traditional enterprise management, there is no doubt that the road will be tortuous.

Hu Chenrong, director of electronic commerce operation, said that since the second half of 2008, the company has started to do e-commerce. At present, more than 100 Internet dealers have been developed. The online shopping platform currently has less than 1% of the sales revenue of the entity stores for the group. Gu Haolan, manager of Kappa e-commerce department, also said that the concept of online shopping has been put forward in 2005. After years of deliberation, Internet sales account for about 4% of Kappa's total revenue.

Hu Chenrong said, clothing online sales look very beautiful, online and offline sales channels can be perfectly integrated theoretically, but this combination is conditional. If we put a lot of energy on the development of online channels, enterprises will take a detour, and online and offline channels need to merge for a long time. Hu Chenrong said that in the future, the proportion of online sales to total sales will not be set, but online sales is not a major consideration. {page_break}
 

This is the reason why traditional brand online is not as good as e-commerce brand. When interviewed by reporters, he once said: "traditional enterprises must be determined to do e-commerce, otherwise they will not be able to achieve real success."

Leveraging e-commerce channels

However, after all, the Internet has become the focus of traditional clothing brands in 2011. In 2011, the fast fashion men's clothing brand, Nash, was officially registered in the mall as an official flagship store. The aim is to help consumers acquire the "public fashion" dress more conveniently by using this broad platform. After a period of trial operation and team running in, the flagship store officially opened in May 2011.

Menswear fast fashion brand, and the offline store has covered more than 100 cities in 18 provinces and cities in China, but the analysis of consumers of electricity suppliers shows that many orders come from areas not covered by sales under the line of the odd line. "It also makes Ding Hui aware of the expansion and supplement role of online sales for sales channels," said Chairman of the regional group. Therefore, we need to quickly develop a brand new dynamic and potential network sales channel covering the blind area of sales, enabling all parts of the country to experience the "Volkswagen fashion" products from the north end, and ultimately help to develop the domestic market better.

After a month's formal operation, the company has achieved a breakthrough in the single day sales, and has been crowned as the champion of the men's clothing sales day. This has also become a landmark event in the history of the development of electronic commerce. As a typical representative enterprise of "fast fashion" in China, nunzi has nearly 4000 fashionable clothes that keep up with the market trend. The fashion business series emphasizes individuality and cost performance, showing the characteristics of "popular fashion": parity, fashion, which is also in line with the needs of mainstream Chinese social groups. In addition, with many hundred chain stores in the country as the foundation, the brand has a certain degree of recognition, and in a short time, it can set a good example for the traditional clothing brand on-line.

Whether it is entangled on the line?

In fact, the clothing giants that have already been strong and big in the traditional market are still in great misgivings when they enter the online sales market.

Many clothing brand enterprises are still hesitating whether to go online or not, and the brand leader of a famous men's clothing brand in China says, "I think it's a matter of whether or not to go online. Just like many luxury brands do not have the reason for opening e-commerce business, on-line decisions are made in accordance with the company's future development direction, product positioning and structure, and consumer groups.

For the conditions that need to be prepared on the line, he thinks, first of all, the front-end operation Department and the back-end logistics warehouse of the electricity supplier need to be possessed.

And whether the operation has the ability to analyze the structure of commodity products, the planning ability of various types of activities in online shopping, the sales ability and service quality of customer service, and so on. Whether the goods themselves are suitable for network sales, the capacity of delivery and delivery of back-end warehouses, the radiation and scale of logistics are also crucial. All of these need to be re established for traditional brands.

Lv Jing, director of marketing department of Heng Yuan Xiang, thinks that the main force in the apparel online shopping market is the impact of online sales on offline sales. The target consumers of 14~28 are the young people of the age of 14~28. This is also the main force of the Internet users. The more consumers online shopping, the lower the sales volume of the offline sales channels. Lv Jing said that the target consumers of Heng Yuan Xiang are male groups around the age of 35. There is not much overlap between the consumers and the Internet users. In addition, if Heng Yuan Xiang reluctantly launched the online shopping business, he just moved the original line of business to the network platform. Basically, the same consumers could not expand the number of consumers, so Heng Yuan Xiang did not start the online shopping business.

It is a question of strategic development for apparel enterprises to participate in e-commerce. How to solve the channel balance on line and offline is a challenge facing the reality. Who can play a better role and who can balance better? Who can figure out the relationship between two different channels of physical stores and network marketing? In this case, "Electronics" is only a means. Business is the end. {page_break}
 

Big sellers borrow electricity providers dream

With the growing maturity of consumers' online shopping psychology, Internet users have begun to shift from "price consumption" to "quality consumption". The "small business" mode in the network is gradually being separated from the growing maturity of e-commerce market and increasingly fierce competition. Instead, it is replaced by the rapid rise of Online brand.

Stick to your original dream.

Talking about how to make the decision to enter the e-commerce market, Wu Fangfang, President of the first brand green box of children's clothing sales online, told reporters: "in fact, when the green box first started, it chose the e-commerce market. With the expansion of the lineup and the expansion of channels, we once devoted our energies to the sale under the line. The financial crisis of 2008 is a nightmare that many companies do not want to mention. But this financial crisis has given the green box a chance to rebirth. That year, we completely cut off all offline sales, and chose the platform that just emerged with a try. We just started to destroy the inventory of green boxes, but miraculously rooted, sprout, blossom and grow vigorously in this soil. The green box digested the stock with the speed of thunder, and the new products often sold to the stock. So we went all out to concentrate on electronic commerce, and made steady progress on this road. In a short span of a year, the green box's modern girls and love making became the sales champion of girls and boys respectively. The gratifying achievements inspired our morale and strengthened our determination to take this road. Until today, the green box is still struggling and advancing in the field of e-commerce. Remember that China's e-commerce started just now, and the sale of children's clothing on the Internet was a blank. The green box chose to enter the field of electronic commerce at that time. Although the original intention was to be forced to do so, the so-called "misfortune is not a blessing in disguise". It is precisely such an environment that gives the green box the space to develop, the soil to be rooted in, and the opportunity for transformation, so we are grateful to the green box for the crisis.

But as the saying goes, big trees attract the wind. When the brand grows up to a certain scale, it will attract some "uninvited guests". With the proliferation of Internet fake products, some of the brisk brands in the market have inevitably become the "copycat" targets of others. "Miss morden", "love making" and "Yu" are equally unscathed. At this point, the "green box" shows the killer -- fast marketing. Before waiting for others to copy, "green box" has become a new model. In addition, Wu Fangfang still moves his mind in pattern design, and constantly increases the cost of landing. Recently, the "green box" has added its own Logo to the flower shape design, making it possible for the copycat version to stay away from the "green box".

In addition to encountering "Shanzhai", the green box has encountered difficult "difficult times". The winter of 2008 is the coldest winter of the green box. The financial turmoil has made the cash flow of enterprises face great difficulties, and the economic crisis sweeping the globe can not see the hope of solution at that time. "Almost everyone is telling me that the green box is already a bad asset. With your design capability, you should completely abandon it and start a new brand. And my answer is: no! I love my design. I like the children's fun. I want to do what is necessary for the children's happiness. In my opinion, the green box is my child. The mother can not abandon it because the child is sick. There are not too many distractions, just want to keep my child, hope that children can grow up healthily, that's all. Wu Fangfang's tone was full of determination and confidence. Three years later, the green box came and walked well. The hardships at that time have also become an integral part of the green box culture, accompanied by every step of the green box. {page_break}
 

Create market with quality

Big sellers are the first batch of trial participants in the early days 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 explored and tried. What they are facing is not only the new unknown area ahead, but also the traditional clothing brand that coveted the Internet market. How to compete against these and others, no matter how big the capital or scale is, is also a problem that these big sellers have to consider.

To this end, every "aircraft carrier" level sellers are meticulously adhering to their "practice". In terms of fabric procurement, online stores with large sellers are always very strict. The brand manager of the women's clothing brand, ESA, told reporters that most of her fabrics were made from weaving, fixing and finishing. Through multi-channel procurement and multi link control, we can reach the level of brand clothing. The 8 designers, who promise customers to see the latest design style of 10~20 every Tuesday, provide customers with the latest and most popular styles while keeping customers fresh.

In addition, self built factories provide a strong guarantee for the quality of these large sellers. "Ou SA own factory capacity accounts for about 20% of the total sales, clothing, trousers, shirts, dresses, etc. These perennial public funds are placed in these 20% to do. The remaining 80% output, including knitted, feather, cotton and so on, is produced through more than 20 other professional garment factories. Interesting and interesting. Reporters also learned that in order to better ensure quality, the production and supply chain system of OOSA only serves its own brand and does not accept other brands' OEM. For cooperative factories, enterprises also have a regular examination and elimination mechanism, and the inspection and control in the three stages before, after and after production are equally strict, so as to ensure the overall level of cooperative factories. At the expense of finished product testing, she also adopted 2 way and 100% comprehensive quality inspection methods to strictly control the quality of finished products.

Not only is ESA, but the quality of products is a special concern for every online brand competing with the traditional online service companies for the market. The same is true for green boxes: "people who are concerned about green boxes will find that we do not have large-scale advertising input, there is no large-scale promotional activities, there is no dazzling" spike "," give away "," discount "... We insist on speaking with quality. We believe that taking every customer seriously, gaining their trust and support, and winning the customer's reputation are the best promotion.

If you have to say "what a secret", I think it must be a repeat purchase rate. Wu Fangfang proudly told reporters, "our repeat purchase rate reached 46%, which is actually a lot of coveted figures. No one can casually succeed. Behind the 46% figure is our accumulated wealth, including quality customer service, excellent after-sale, extreme quality requirements, fashion and trend control, color control. But it is not only these, if you carefully design each flower edition, with every lace, every line is through your thinking and carving, if we sell art when others sell clothes, then how can it be unpopular? {page_break}
 

Speed of original design

Among the many brands that make up the big seller of the network, designer brand is essential. For them, the greatest competitiveness is constant change. "Some of my friends told me that he sometimes saw three or four o'clock in the morning when he looked at the webpage. If there is no new design in two weeks, customers may be dissatisfied, and the frequency of web pages is even more frequent than ours. Although there is a little "complaint" in the tone of the design director of the original designer, the designer of the Internet, the brand is broken, but his eyes are full of happiness and joy.

The reaction speed of Internet brand is really not what the offline brands can not do. Shopping malls can not make new models every day, but from customers' shopping psychology, they want to see something new and more special. Whoever can satisfy their needs can occupy their hearts in a competitive market.

It is well known that customers are eager to seek new ideas and change psychology. Last year, they began to design a series of clothing styles to meet the needs of the market. For many offline brands, there are no more than two or three series of new listings in one year, but they are updated every Monday series, twenty to thirty new series. "Our designers have been trained, and they are enjoying the process. Our design speed is just like a "neuropathy" in line with the design brand. The strong wind is very confident when it comes to the reporter's innovative speed of cracking and silking. "The reason why cracks and silk can be released in tens of thousands of women's clothing stores is concerned by everyone. To a large extent, it depends on the creativity of enterprises. Nowadays, every employee belongs to a part of the work status of splitting the silk, and we have increased nearly ten times faster than the design and development of traditional clothing."

Small sellers start business

Because online shop does not need to handle business license and free, do not worry about the high rent of the store, it has the characteristics of less investment and lower shop cost. At the same time, the overall development of the e-commerce industry is rising rapidly, and the momentum is fierce. The popularity rate of the Internet and people's acceptance of online shopping are also increasing. More and more netizens are willing to try online shopping, and there are plenty of tourists. So a large number of entrepreneurs who are eager to open shop and do not have strong financial strength have stepped into the network platform.

Join the entrepreneurial Army

"When I first chose to start my business at the website, I accidentally picked up something in the net. I found that the boss of a shop was her own university alumni. By communicating with her, I realized the advantages of starting a business in the shop, so I decided to try it myself. When choosing a shop location, because of their own being a fat girl, they have a deep understanding of the difficulty of buying clothes for the fat people, and when they used to buy large size women's clothes, they found that clothes worn by the fat models were more convincing for the consumers, so they decided to make their own shop as a large size dress, and make their own upper body effects. The shopkeeper "meat roll", which specializes in big size women's clothing, "meat rolls and big size Wardrobe", describes the scene of the opening shop to reporters, saying, "after going to the wholesale clothing market of various major cities, we can find out some foreign trade and original single sources which are suitable for the obese people, and then we can shoot, upload and publicize them according to the plan."

In addition to being enlightened by others, the shopkeeper who stepped into the "net sea" has some netizens who are themselves "online shopping enthusiasts", and gradually realize the potential of absorbing gold in the network market during their usual online shopping process. "When I started contacting the nets, I was still a buyer. Maybe it was because of age that I was more interested in online shopping. I could easily get goods at home than three, so it was very convenient. Slowly, I found that the net is a trading platform with great market potential, and at the same time, its online shopping experience is accumulating more and more. I wonder why I do not open my own online shop. I can freely allocate my time and operate without space constraints, so considering my own considerations, I decided to open a shop. The shopkeeper of the baozi shop of the girl said to the reporter, "the fat egg sweet girl".

Shopkeepers solve the plight of Eight Immortals crossing the sea

The determination to open a shop is far from enough for those shopkeepers who want to make the online store business bigger and bigger. I believe that every shopkeeper is going on the right track from the initial online store to the business, and then to the development of business later, he will encounter all kinds of difficulties and unexpected annoyance.

At the beginning of the shop, due to the lack of experience in the goods and the different views of the people, some of the goods were not sold, resulting in some capital turnover. The storefront always looked very messy, the quality of the baby pictures was not high, and the buyers always could not find the baby and so on. For the problem of capital turnover, "meat rolls" had been encountered. At that time, she was very puzzled. She found a seller who had several years of experience in business consulting, so she took the activities of discount, special promotion, and other activities to try to make the money back to the cage: "how much is the number of returns?" As for the confusion of store pages and the problem that small shops are not easily searched by netizens, the "two fat" shop owner of the "two fat grocery store", who operates Korean jewelry, has taken a special job in the shop to find a professional person who is responsible for decorating the storefront. "Because the shop mainly sells Korean jewelry, it is found that the photo itself is not attractive to customers, so later I added the photos of Korean official website and the pictures of real people on the page, giving the customers an intuitive impression, which had unexpected results. As for some buyers who are always unable to search for the baby, we think it has a lot to do with the choice of the key words in the store, so we categorization of the goods sold in the store, and at the same time, seize the key characteristics of the items, dig the keywords, and successfully break through this difficult problem. "Two fat" told reporters.

"Little bosses" have brilliant strategies to promote.

For brand enterprises and big sellers of the network, to gain more market share and promote marketing is a knowledge that must be mastered. The success of Internet marketing is even related to the survival and death of the entire e-commerce business. How to make their shop stand out in the "vast shops", the shopkeepers spent a lot of thought.

"Meat rolls" has done a lot of work in this regard. As a large number of women's clothing shops, specific consumer groups have decided that it is very important to find the corresponding source of tourists to win the business. After the "meat roll" was aware of this problem, a fat girl group was set up. Through this group, more fat girls were allowed to join their own circles. In addition, they could recommend clothing in the store, and they could also exchange some experience of buying large size clothes, dressing experience and losing weight. Let us feel that the shop is not only a place to buy and sell, but also a window to make friends and solve problems and problems in life. "Actually, there are many large clothing stores of the same type. Some of them are crown stores. Compared with them, my shop has a long way to go. At this time, good service attitude is very important. By making friends with the fat girls, let everyone not only love my products, but more importantly, believe and affirm me, so that compared with other shops, people will be more willing to buy clothes from me, and promote my shop "ten Chuan, ten Chuan hundred", as the boss of big size women's clothing shop, I never treat customers as customers, but treat them as friends. More attention should be paid to after-sale service, and it is the place to be negligent to admit it. Although my shop just opened soon, so after a burst of persistence, it quickly developed from one or two days a customer to four or five customers a day. With the hearty laughter, the reporter saw that the "meat rolls" face was full of happiness and joy.

Now e-commerce has become an irreversible trend. Online shopping has also become an indispensable part of many people's lives. It is also the strong vitality of e-commerce, giving these dreams and hardworking entrepreneurs more confidence. We believe that the future online shopping environment will only become more standardized, and the rights and interests of buyers and sellers can be guaranteed.