The Ten Brand Of Clothing Is The Way Of E-Commerce.

"Not yet touching the net.

How to take the network e

1. Vancl: all objects explode the non mainstream culture.

The Internet has become the most important channel for young consumers to learn. In the new brand and new products, the importance of the Internet is first placed in front of the TV advertisement.

Everyone knows the market very well. From the beginning, the network was chosen as the breakthrough point of the market. Advertising on the Internet accounted for more than 60% of all advertising, which fully accords with the needs of the market and the necessary elements of developing marketing.

After all the bombardment of objects and advertising alliance, customers everywhere in the Internet have become a household clothing brand.

Vancel's user experience marketing and word of mouth marketing are good, 68 yuan experience price, 100 day return guarantee, high-grade fabric, high level design quality, fast logistics speed, SMS reminder in the process of buying, etc., all for customers win many customers' praise and word of mouth publicity.

Membership system, with the help of new media, celebrity endorsement and civilian price, has won customers' hearts.

In less than a year, orders have been up to more than 6000 per day, clothing sales are as high as 15 thousand, and sales in 2008 are close to 500 million.

Because a large area of network marketing is adopted, the cost of comprehensive marketing is relatively low, and the marketing effect and scale are far superior to that of traditional media. Customers quickly rise and surpass PPG.

According to the Alexa statistics, the traffic of VANCL has exceeded PPG, and the PV value is more than 10 times that of PPG.

"What is so valuable about VANCL is that it is better at using the Internet than PPG."

Two, sports brand Lining: for the post-90s to replace the standard, gorgeous upgrade.

In August 2007, Lin Li joined Lining and Lining and decided to start e-commerce.

In January 2008, Lining's Ministry of electronic commerce was formally established.

In April 2008, Taobao mall Lining official website was launched.

At the end of 2008, Li Ning Co incorporated more than 400 Internet franchisees with a total sales volume of 200 million yuan.

In 2009, Lining made a unified plan for online stores, providing dedicated CI and VI systems to all shop outlets.

In 2010, Lining changed his bid to become a market for young people.

At this point, we can see Lining's pace and ambition in the field of Internet marketing.

Every push a new product, Lining will launch a variety of network marketing channels for integration and promotion.

At the beginning of e-commerce, Lining didn't blindly open his B2C official website. Instead, he put his first online store on Taobao. At the same time, Lining, the original Taobao C2C seller, did not kill him, but combined with the shopping habits of Internet users, and wisely adopted the method of "first comfort, then regulation".

At the same time, Lining did not use most of the clothing brand's self built electronic mall type network direct selling, and chose to outsource the network channel. The flagship store and discount shop of Taobao can only be counted as a display platform.

At the same time, e-commerce is broken down: the first category is the flagship store of Lining brand, which plays the role of spreading the brand to consumers; the second category is category store.

This is related to the circle of the Internet, like the basketball community on Lining's official website. The women's fitness community has more than 100 thousand active members.

Category stores will be more targeted to them to launch related products; the third category is discount stores.

With relative price advantage, it mainly sells over season products.

The three category stores are also one-to-one correspondence to different consumer groups.

In 2010, Lining replaced slogans and slogan, identified the young athletes of post-80s and post-90s as the core target group, rebuilt the new image of "post-90s Lining", and integrated word of mouth communication through hard networks, communities and BBS.

Three, Jack Fox: reputation is the core element of online shopping.

Jack Fox's entry to Taobao store in 2010 is the first step in trying to sell electronic commerce since landing in China. It is also a brand new attempt and a new challenge.

Taobao direct store has achieved good sales results.

After analysis, Fawkes found that most of these orders came from the two or three line cities that were not covered by the line, which made Jack Fawkes aware of the expansion and supplement role of online retailing for sales channels.

Jack Fox has adopted the "Online + offline" parallel mode in products and channels. Although this way can reduce the impact of online store sales on the traditional channels under a certain degree, it is impossible to completely avoid the impact on offline sales mode.

This requires enterprises to examine their channel models from the company's overall development strategy.

The headquarters stores offer rebates based on the orders recommended by franchisees. In this way, the channel members' attitude towards online sales has changed from conflict to support.

After solving the problem of B2C, for a large number of C2C online stores, because of its large number, in a sense, it has become a small B.

In this regard, although Jack Fox did not sign a formal authorization agreement, but through supply, product services and preferential conditions, it will be taken to its command.

At present, hundreds of C2C stores have been incorporated into the Jack Fox management system.

In order to strengthen unified management and improve online store sales and brand awareness, Jack and Fawkes began to consciously and systematically carry out network integrated marketing promotion, create brand awareness and enhance user recognition.

Four. Casual wear JEANSWEST: the trend of leisure kingdom.

The success of JEANSWEST's brand owes to its excellent product quality and excellent product design, thanks to the brand image and sales network built over the past 10 years.

JEANSWEST is the earliest clothing brand to apply Internet marketing in China.

Now, through the exclusive cooperation with NetEase, the establishment of online "leisure kingdom" has successfully spread the leading brand image of casual wear to the Internet.

The strategic positioning of JEANSWEST's "leisure kingdom" fits the market position of JEANSWEST's "leading leisure brand", which fully reflects JEANSWEST's professionalism and authority in the field of casual wear.

Now, as a leading brand in the industry, we need to establish brand status through the TV media, and also need to establish brand status on the Internet.

As a three-dimensional network marketing concept, "leisure kingdom" can quickly be accepted by Internet users, so that the brand can monopolize the user's brain.

The "leisure kingdom" provides an instant interactive platform for consumers and JEANSWEST.

In the "leisure kingdom", consumers can experience JEANSWEST's brand concept and clothing culture, and understand JEANSWEST's latest products.

They can also exchange the latest trend of leisure and exchange, and put forward their own opinions on clothing design, workmanship and so on. This information will be timely feedback to JEANSWEST's production and design links.

When consumers buy JEANSWEST products again, they will gain greater recognition and satisfaction when they see clothes designed according to their own opinions.

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Five, Metersbonwe: Marriage Game to get players.

Metersbonwe, a leisure brand, aims at another 100% young fashion group, "strong dance" players.

Moreover, the online game of "vigorous dance" has an online number of up to hundreds of thousands of people, which is more room for Metersbonwe to expand its image, enhance its brand and promote sales.

Because the girls in the "dance" dance dress are more realistic than the QQ show. The game shows three-dimensional clothing, and consumers can imagine what their good effects will be.

In the actual operation of the market, Metersbonwe has launched the marketing to the Internet. The purchase of Metersbonwe clothes can give the gift of the strong dresses.

Then Metersbonwe gave rebates to the game companies that were dancing.

This is a win-win cooperation which is of great benefit to both sides.

Add a Metersbonwe area in the dance mall to let players know what this activity is like.

On the one hand, Metersbonwe is using the existing Taobao, paipai and other B2C platforms. On the other hand, it is also building its own clothing store on the Internet. The network platform consists of network sales platform, independent advertising platform, clothing industry consulting platform, interactive platform, and interconnected platform, and introduces the business instant messaging system.

Each platform supports each other and becomes a three-dimensional effective marketing platform.

Today, Metersbonwe has been listed successfully in August 28th last year, and is still ambitious for future development.

Zhou Chengjian, chairman of the company, hopes to start building the B2C network and expand the channel with the proceeds from listing.

Six, boutique underwear - Ordifen: modular merchandising mode.

"Consumers always worry about buying clothes from the Internet, which can cause problems such as incompatibility, return and trouble."

The launch of Ordifen online shopping website has changed this situation, because as long as Ordifen is produced, regardless of the sales channels, we regard consumer satisfaction as the primary concern.

"What we are most proud of is that no matter how much we sell, we all have the best service."

The biggest feature of Ordifen lies in its excellent combination sales mode, which also caters to the consumption habits of online shopping consumers.

Equivalent to the sales amount on the market, it can get different styles of surprise combinations in Ordifen station, and directly feed back the lower promotional cost characteristics on the selling price, and achieve two kinds of smart consumption and shopping pleasure.

With the change of seasons, Ordifen will launch all kinds of merchandise and all kinds of accessories that fit women's preferences. Besides making consumers smart enough, they want to create a relaxed shopping experience, hoping to create beautiful and luxuriant flowers in the battlefield of online shopping brand orientation.

Seven, children's clothing at three o'clock: militarized management

Many contradictions between online shop and traditional channel can not be solved: online shop opens, the interests of agents are damaged; if agents do not open, agents will not open other people, and prices will be difficult to unify.

However, network sales are imperative and impact is inevitable.

There are more than 20 online stores on Taobao online, 6 of which are agents.

Agents can open online stores, but they must register with the company, unify their prices and manage them uniformly.

Otherwise, the entity agent will be punished.

For agents, the benefits of unified management are obvious: the head office will provide pictures to the agents, and provide more goods and exchange support, and enjoy the unified after-sales service provided by the company.

Another way to solve the conflict of interest among regional agents is to implement regional protection on the network and allocate profits across regions so as to enhance the enthusiasm of agents.

For example, the customers in Nanjing buy products in the online shop opened by Beijing agents, and the profits are returned to Nanjing agents. Beijing agents provide services in proportion to each other.

At present, three point water has opened an online direct store in the 365 online mall. Customers from different regions purchase products at the official online store. They also share profits with the agents in the region.

Eight, GAINREEL underwear: never closed shop

In early 2008, GAINREEL founder Zhang Xiang group set up e-commerce marketing center, under the brand planning department, customer service department, logistics packaging department, after sales service department.

In April 2008, GAINREEL boarded the first shuttle bus of Taobao mall and began to march towards the development of the deep area.

Taobao mall is a exclusive brand communication platform designed specifically for business enterprises, making new brands can gather a large amount of popularity in a short time. "No closing" without time limit also caters to the consumption habits of GAINREEL target consumers.

The growth of Internet channel performance is different from that of traditional channels. It is difficult to foresee. The rapid growth of GAINREEL is obviously beyond Zhang Xiang's expectation. The reserve of customer service personnel is obviously not keeping up with the growth of performance.

In order to solve this problem, Zhang Xiang adopted the scale of customer service personnel to maintain twice the number of people required for the current performance.

More than half of the staff are reserved talents, first dealing with after sales complaints, making regular visits, sorting customer database.

These jobs are intangible and can not immediately reflect value, but they are essential for building brands.

Nine, black socks (BlackSocks): time to send and circulate fees.

BlackSocks this special shop has three interesting points:

First, black socks have chosen a product with very low cost to send: This is like a mask and flower seeds, because socks are close to paper, not heavy and occupy little space, so BlackSocks can easily send these socks to customers' homes in the way of ordinary letters.

Second, it can get cash first and lower the selling price: if most of the BlackSocks customers pay a monthly fee in advance, then they can get three or four times the cash in advance. This money can easily be used as a turnover, and a large amount of stockings can be made to get the cheapest cost.

Third, commodity items do not need too much, but also can cover all the needs: BlackSocks selected products (black socks) are completely without color; consumers who will buy this kind of black socks will not pay attention to their colors.

This makes it easier for BlackSocks to open online shops than others.

The essence of BlackSocks's success lies in the operation mode of timing delivery and circular charging, and the sale of goods itself is convenient at online sales.

Especially for the early entrepreneurs, this mode can minimize risk and allow you to play "price war" with suppliers at the same time.

Ten, Ermenegildo Zegna (Zegna): online department store

Markey Di, the founder of luxury brand Yoox, said: "luxury brands live in the ranks of online marketing, which seems to be a myth before, because they think internet marketing is too low, but now it looks the opposite."

The luxury men's clothing brand of Italy Z Zegna group chose TheCorner.com cooperation to enter the online sales market.

The website specializes in selling high-end "avant-garde brands" through personalized Mini stores.

The TheCorner website, designed by Yoox group two years ago, has launched Armani, Valentino, Emilio Pucci, Moschino and RobertoCavalli brands.

In the autumn and winter of 2010/2011, the online department store will launch JilSander, Dsquared 2, Kris Van Assche, MarcJacobs and Gareth Pug.

A few months after joining TheCorner.com website, the special sales website of Zegna and Zegna Sport series will be launched in December.