Traditional Clothing Enterprises Encounter "Internet Addiction" Era

What will people think of when the traditional clothing industry encounters the Internet market? Is it the temptation to break through 500 billion in the Chinese online shopping market in 2010? Van guest What is the entertainment of the mass entertainment industry? What should we pay attention to in the clothing business's e-commerce?

An irresistible temptation

No electricity supplier, no future.

The development speed of China's entire online shopping market is undoubtedly explosive growth. In November 11th of 2010, the single day trading volume of Taobao mall broke through 936 million, many of which reached 20 million in a single day.

At the same time, the speed of garment development is also very fast. In 2010, the volume of China's online shopping market exceeded 500 billion, of which the garment industry accounted for 49 billion 70 million, and the momentum of rapid rise. According to the latest data from Taobao, 70 million consumers are shopping through Taobao online each year, with a total turnover of 130 million, and a total of 250 million clothing items have been sold.

Electronic commerce is a product of new media and a new channel for enterprises. This channel is not only the concept of opening stores, but Taobao also provides a big market for garment enterprises. The survey shows that in the market, buyers are always impulsive, and seeing good products will produce desire to buy. The Internet is a new big market where consumers are here, and Taobao provides an opportunity for garment enterprises to reach this group.

Ma Yunceng, chairman of Alibaba's board of directors, said that Electronic Commerce The real difficulty is not in electronics but in business. The electronic network itself is only a form of carrying out. The key to e-commerce is business. Taobao is not only a Internet Co, but also a service oriented company.

Taobao is a consumer website around consumers' path. The first is Taobao, followed by Taobao fair and Taobao mall. Then there is a complete system including favorites, my Taobao, my Alipay and so on. These are built in accordance with the crowd oriented demand planning, and have a very clear path.

Taobao's customers are more complicated, including Amoy brands, store brands, local brands, and the world's top 500. Adidas joined Taobao in August 2010, and now its daily turnover in Taobao is close to 1 million. JACK&JONES is a successful clothing brand in Taobao network. JACK&JONES's sales performance ranked first in Taobao men's clothing in 2010, and its only and other products have already been in Taobao. The so-called brand name is from Taobao slowly, Taobao has many users in the good brand. Seven grid is a typical card, its development speed is very fast, sales performance in 2010 is 150 million, ranked in the fifth place of Taobao women's clothing.

Today's Internet has penetrated into everyone's life and is no longer mysterious. The biggest difficulty of e-commerce is product and supply chain, which may be reflected as quickly as the market department below. For example, November 11, 2009 singles day, if someone wants to buy a music buckle box in Taobao, it will arrive in a week. Because Taobao's turnover was broken by 50 million on that day, Taobao's supply chain did not keep up.

The slow development of the supply chain has become a short board for the rapid development of e-commerce. It is the reason why Taobao must enter the logistics industry. It is reported that half of China's logistics and transport must be sent to Taobao customers. In addition, when enterprise customers enter Taobao, the demand for logistics will be higher. Taobao needs to provide larger warehouses and provide greater logistics control software and distribution system. Alibaba group has officially announced the strategy of developing logistics. The group will invest hundreds of billions of dollars in investment and build a modern logistics system supporting e-commerce, and strive to promote the construction of social logistics platform.

System preparation

V+ mall President Zhong Kaixin

Many enterprises will start to feel like "Internet" at first. network marketing It's very simple, but when you really do it, you don't know exactly how to do it.

These unsuccessful cases make many companies who want to do network marketing wandering around the network, hesitating, or even giving up the big cake of the Internet market.

Some clothing brand enterprises asked me with puzzlement: "can't you get on Taobao? Can't you go to Jingdong? Can't you open the official website?" my answer is: if you have the ability, you must go!

Taobao, Jingdong and other large network enterprises are famous platforms with large user groups. In these super free markets, they can share many user resources and greatly enhance their influence. Moreover, these platforms usually have their own characteristics, which are equivalent to the vertical shopping malls under traditional lines. They have their own advantages in each vertical field and have their own user groups. Through these platforms, enterprises can share their resources and experience in warehouses, logistics and so on. Traditional brand clothes only need to put their own brands and products on the Internet, and sell them on the Internet.

There is a misunderstanding that some enterprises believe that only when they have a wide range of customer base and brand influence, can they build their own teams before they can touch the net. In fact, if we already have a certain ability, enterprises should seize the opportunity. We should also try to open an official flagship store on Taobao, Jingdong and other large websites. Why not give yourself an independent space to explore and display?

Through this space, the immature team of enterprises can be trained, and through the exchange and experience accumulation with these large platforms, we can improve the technology level of enterprise R & D platform and the level of customer service logistics, and lay a good foundation for future independent website.

For many traditional clothing brands that have just entered the Internet, this approach is the least risky. But if you do not have customer service, logistics and other capabilities, do not blindly touch the "net". {page_break}

Although there is no fixed mode for the clothing brands of different backgrounds and sizes to enter the Internet, when they decide to enter the Internet market, they will study themselves first, recognize their advantages and weaknesses, and then decide whether they can make a platform according to their actual conditions, whether they can have an independent domain name, whether it is necessary to set up the official website with independent sales function, and finally choose their own form to display brand, shop, business invitation and so on.

In addition to having their own brand and certain product capabilities, traditional enterprises should also have the ability to maintain good communication and communication with customers. Many traditional brands, which used to be direct stores or agencies, have not been in direct contact with users for a long time. When facing Taobao, Jingdong and pat, they need to communicate with users through Wangwang, QQ and other chat tools. This is a huge change for traditional brands, and also a huge challenge.

Strong brands are the result of years of accumulation. If the network operation ability of enterprises is still at a low end, do not enter the network market independently at this time. Because this presumptuous act is likely to damage the brand reputation that is painstakingly built. Although their brand is very influential in traditional industries, but in the face of direct users to do customer service, distribution, because it is just beginning, may not keep up with the system, may be a lot of operation processes and services can not keep up with, these will cause huge damage to the brand.

If you find yourself in such a situation, it is suggested that you can cooperate with the three party companies such as Taobao, Jingdong and Dangdang. Don't neglect the Internet for a while, and finally fail to serve on the Internet, which has hurt the brand image that has been running for a long time.

In addition, the traditional clothing industry needs to have the right trader to do marketing on the Internet. Traditional clothing sales have trained a large number of professionals in the apparel industry in the past, but e-commerce in China has only developed for more than 10 years from 1998 to now. It only produces famous enterprises such as Taobao, Amazon, Dangdang, Jingdong, fan and so on. These enterprises have limited e-commerce talents for the garment industry, and the talent gap of network marketing is still very large. From the development of network marketing in recent years, talent war has become an important link in the "Internet" war.

Nuggets stranger Market

Duan Yongzhao, chief strategy officer of SEEC

In the past, the media were controlled by professionals and produced on a large scale. For example, whether printing presses start, report content, print number, circulation volume, sales volume and so on, and even the focus of public attention is decided by a few people. Under the influence of new media, everyone can see different things every day, and have their own unique life circle. They will become an important source of information and information, and at the same time, the interaction between individuals may become the focus of public attention.

In the past ten years, new media has been closely linked to Internet based on fixed network, such as Sina, Sohu and other information portals, which were then designated as representatives of new media. However, with the progress of the times and the progress of technology, with the continuous improvement of people's living standards, the trend of diversification of information consumption is becoming more obvious. The concept of new media is also keeping pace with the times. The new media business characterized by the transmission of telecommunications network, interaction of audio-visual content and cross platform application has become the main direction of the future development of radio and television. IPTV, mobile TV, network video and so on are more and more familiar with the new media, which has been quietly extended to people's lives.

There is usually a purposeful conclusion in the way of narrative in traditional media, and then things start around this conclusion. It is often a process, a process, and an experience. In the narrative process of new media, narrative text is no longer complete, cut by different people, different experiences and different backgrounds, and its narrative way is not a narrative logic, but a lot of logical crossover coexist.

With the explosion of content and fragmentation of content, personal behavior has become a very important thing. The accumulation of personal behavior, the relationship between behavior and data content, and the interconnection between these contents make the network a huge space for continuous information.

How consumers consume such a huge amount of information and how to filter it from large amounts of data is a very real challenge to the new media.

Under the influence of new media, synchronous consumption is emerging. Some people say that the ultimate goal of new media is not the fate of the media, but the fate of the advertising industry. Because the new media is concurrent, consumption is also concurrent. In the new media environment, we are faced with strangers. We face the stranger's first transaction, how to choose not to betray, but to cooperate, is the biggest test before the behavior science.

In the future, whether Taobao or Tencent, they are faced with the challenge of doing business in strangers' circles and building trust in this circle. Abroad, an American computer scientist has studied the "non cooperative game of strangers" for 30 years, studying "we are strangers, and are selfish, so how can we cooperate".

In March 2010, Facebook launched the concept of "Open", hoping to link up the favorite food and drink websites through the Facebook platform, and overlap the circles of people and interests.

In fact, the challenge of truly establishing strangers' interaction and trust is just beginning.

Micro-blog test

Li Fang, head of micro-blog operations, Tencent

From 1998 to 2004, Time is the portal website. From 2004 to 2008, it is the Time of search engine. From 2008 to 2009, it is the Time of SNS community. Today, we have entered micro-blog's Time.

Tencent's micro-blog started its trial run in April in 2010, and registered for first billion users. It took less than 10 months. By the end of 2011, this figure will reach 3 hundred million. {page_break}

In the history of Internet development, micro-blog has brought great changes. If you use QQ, MSN and other instant messaging tools, they are all point to point information dissemination mode. However, when you browse a micro-blog website, its way is single point to multipoint transmission. If you have 10 million listeners, you are communicating with 10 million people at the same time.

The rapid spread of micro-blog, the impact on the whole way of communication and the attractiveness of the public, affect the whole world. The fans group in the micro-blog era is a kind of entertainment for all. It is never out of careful planning. It is a spontaneous riot by netizens. For example, the death of Michael Jackson, the dissemination of "object".

Micro-blog is a business model under exploration. New products, consumer feedback, practical information sharing, target audience research, emotional marketing, brand story communication and so on, enterprises, institutions, businesses and brands have been increasingly keen on developing micro-blog marketing platform.

Clothing is also a fast moving consumer goods in a sense. It can achieve the effect of "real gold and silver" through micro-blog. It is understood that from the first half of 2010, including CABBEEN, seven wolves, Qipai, Anta, 360 degrees, XTEP, Tonlion and many other garment enterprises have launched official micro-blog, or promote promotional programs, or after-sales service products, or activities introduced... The group in micro-blog can enlarge the communication effect by using the relationship chain and expand the influence of the brand. In addition, micro-blog can consolidate old customers, attract new customers, train new customers, and directly achieve sales performance.

Micro-blog is shortening the distance between enterprises and consumers. Micro-blog is becoming more and more like a spokesman for enterprises. Compared with all kinds of icy hard ads, the information released on micro-blog has more reference value and credibility.

On micro-blog, the brand should not be just a dead thing hanging on the wall. Enterprises should make good use of micro-blog to enable micro-blog to play the role of brand image promotion and monitoring.

There are some tricks for micro-blog operation of enterprise or brand. A successful official micro-blog must embody the individuality and language of the brand, and personification and emotion. Don't take "brand" as your own, face your face and take the initiative to search for relevant topics in the industry and participate in chatting. We must try to blend in with your audience and become truly integrated with them.

At the same time, micro-blog's ecosystem needs to be updated regularly. Enterprises can send them at rush hours, such as work, lunch break, 4 p.m., 8 p.m., 5-10 days a day, no more than 2 in an hour.

In addition, enterprises should be good at making use of the topics of the public, publish the contents with serialization, and be good at getting advice from the audience and timely feedback. For example, the official micro-blog official of micro-blog, an earlier and more successful China Newsweek, sends out a good morning post every morning, like "good morning, everyone", "what we share today's motto" and so on. Although the content has nothing to do with NEWSWEEK, it has been approved by netizens quickly.