Clothing Industry: General Electric Mobilization Under The Temptation Of Big Market

　　 Electronic Commerce Electronics is the medium of tools, and the essence is to return to business. Electronics can be standardized while business has to accumulate for a long time. Clothing e-commerce entered into a certain node in 2011. In 2010, online retail grew by 97% and exceeded 513 billion 100 million. E-commerce has played an important role in China's industrial spanformation.

Under the line brand Business trip

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 feel the same way. market When to intervene? What kind of expectation should we take to deal with this vast market? Brand clothing companies do not seem to have clear ideas.

The temptation of big market

According to the data provided by Taobao, the volume of clothing spanactions in Taobao in the fourth quarter of 2010 increased by 123.7%, reaching 42 billion 900 million yuan. Relative to the first three quarters of the slow growth, the fourth quarter of the spanaction 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 BELLE e-commerce operations, said that in the second half of 2008, BELLE began to do e-commerce. At present, BELLE has already developed more than 100 network distributors. The online shopping platform currently has less than 1% of the sales revenue of BELLE group for less than more than 10 thousand entities. 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, BELLE will not set the target of proportion of online sales to total sales, but online sales is not the key consideration of BELLE.

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 brand, Nash, was officially registered in the Taobao mall as an official flagship store. The aim is to make Taobao more popular with Taobao's broad fashion platform. After a period of trial operation and team running in, Taobao's 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 Taobao flagship store achieved a breakthrough in the single day sales, and became the champion of Taobao's 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, believes that Li Ning Co and others are mainly under the influence of online sales to offline sales. Lining's target consumers are 14~28 year old young people. This is also the main force of Internet users. The more consumers online shopping, the lower the sales volume of offline sales channels. Lv Jing said that the target consumers of Heng Yuan Xiang are about 35 year old male groups. This sub consumer does not coincide with the main users of the Internet. 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.

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". Taobao's "small business" mode is gradually separated from the growing maturity of e-commerce market and increasingly fierce competition, instead of the rapid rise of network brands. {page_break}

Stick to the original dream

When it comes to deciding how to enter the e-commerce market, Wu Fangfang, President of Taobao online children's clothing sales first brand green box, 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 Taobao platform just in a trial and look attitude. Just to destroy the green box of inventory, it miraculously took root, 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 modern boxes of Miss Green box and the making of love became the sales champion of Taobao girls and boys. 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 spanformation, 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 modern", "love making" and "Jeanne Baer" 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.

Create market with quality

The big sellers of Taobao are the first batch of trial participants in the early days of the development of China's e-commerce market. When they become stronger, there is no spanplant experience and any reference cases. The puzzles or problems encountered in their development can only be constantly 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 the reporters that most of the fabrics of Ou Sha were from weaving, fixing and finishing to cooperate with large and medium-sized textile factories in Jiangsu, Zhejiang and Guangdong. 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 silks can be seen in the tens of thousands of women's clothing stores in Taobao 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 cracking the silk, and we have increased nearly ten times faster than the traditional clothing design and development."