"Micro Brand" Online Sales Are Good Scenery.

In the traditional concept, establish a brand It often takes many years, and at the same time, requires a lot of talent, material and financial resources. But the emergence of the Internet has broken the inherent law. Especially, with the rise of Taobao shopping platform, many small and medium brands, especially the "micro brand" clothing, have taken a rough road. Yesterday, the reporter just walked into Shishi Focus Network Limited company, the company's deputy general manager Cai Jiangpan excitedly said, by their agent Maxford dress just on the line was "spike", sold more than 200 pieces within one day.

Online transactions are highly respected.

This news is very shocking. This shows that Shishi "micro brand" has found the best force point and sales platform, and will become more and more intense in the future. Cai Daqiang, director of the Shishi private economy network, said, "now, who dares to say that he has not bought clothes on the Internet? Work gap, Taobao stroll, look at the right place to order, relax and do not delay shopping. Like many of my colleagues and classmates, many clothes are bought online. It is not only fashionable and convenient, but also saves time for shopping. Cheap " Cai Daqiang said that many young friends around the world like to buy clothes online.

Cai Bixin, who has been selling clothes for many years and selling online Taobao stores, told reporters that there are three categories of clothing sold online: first, brand stores, such as NIKE, Zuo Dannu and other famous brands, which are relatively high prices. In order to avoid the impact on the real shops, the style of the season will not be sold on the Internet. Two, it is the online retail investors who sell all kinds of common clothing. This is mainly based on women's clothing. The price is very cheap, but generally these clothes do not have too much brand awareness. Three, there is no physical store brand clothing, although the price is cheap, but gradually formed its own popularity, for example, the Max Fode brand just launched is a good example.

According to the relevant research report, from the perspective of enterprises, Taobao occupies 2009 and 2010. clothing Online retail sales share 86% and 88% of the market. Last year, online clothing sales exceeded 100 billion. It is expected that apparel B2C will continue to grow rapidly in the next 3 years.

Online and offline conflict

"Although online sales are one of the main trends of future development, there is also a big conflict for small and medium-sized brand clothing." Cai Jiangpan analysis pointed out that although the prospect is broad, online shopping has not yet become an important performance support point for clothing giants.

Cai Jiangpan said that many traditional clothing enterprises are embarrassed when they face the problem of online shopping. For example, NIKE brand, online shopping platform is once full of fake and shoddy products. Price Confusion caused the offline sellers to complain to NIKE, and the quality of products sold on the Internet was uneven, which made consumers less brand evaluation and poor consumption experience.

At the same time, Cai Daqiang said, clothing online sales look very beautiful, if now put a lot of energy on the development of online channels, enterprises will take a detour. In addition, if a product is sold at the same time on line, some "Taobao people" will buy it online when they shop in the physical store. This will cause a great impact on the physical store and will not be conducive to the development of the physical market. Therefore, online and offline channel integration takes a long time and process.

Breaking through bottlenecks is crucial

At present, the scale of garment online shopping market in China is huge. In the future, more clothing enterprises will join the online shopping platform and seek further development. Insiders told reporters that clothing enterprises to develop e-commerce and expand online sales channels are not overnight events, and need to break through many bottlenecks in logistics distribution, service quality, operation management and many other links.

"Logistics is mainly distributed outside the network, which is directly related to the social logistics infrastructure and development level. In this regard, China is lagging far behind some western countries, and the credibility of the society is low. This bottleneck can not be changed in a short time. The channel of clothing online sales has also been affected." Cai Jiangpan said that in order to change this situation, garment enterprises can build their own networks in addition to the support and input of the state's industrial policies, so as to keep up with the international advanced level.

Cai Jiangpan pointed out that for small and medium-sized clothing brand In fact, the Internet is indeed a sales platform that can not be ignored, and is a new growth point of brand sales in the future. But if we want the network to play a real role as a brand, it is still necessary for the enterprise to recognize the difference between the network channel and the traditional channel, and earnestly prepare for all aspects, such as team, talent introduction and brand promotion.