American Apparel: Stripping Is Not The Same As Giving Up Online Shopping.

" Electronic Commerce The platform will be operated independently after the stripped of Smith Barney clothing. If the operation is successful, it will not rule out the possibility of an independent listing. Zhou Chengjian, chairman of 002269.SZ, did not give up e-commerce. The move was just to ease the risks that the listed company might face.

However, people in the industry are not optimistic about the development of American Apparel. Online shopping business In the future, an industry insider said, such as the United States and costumes such as the traditional clothing industry started businesses, accustomed to the production of fixed sales, and Internet companies do not match the trend of development.

American Bon apparel's own e-commerce platform "Bong buy network" runs on line in December 2010. Zhou Chengjian once said that by 2020, online shopping channels hope to achieve sales of 100 billion yuan. Smith Barney has also set up an official flagship store on Taobao, but the American Apparel executives believe that although Taobao has attracted a large customer base, some fake and shoddy products have affected consumers' experience, so they decided to build their own "state purchase network" outside Taobao network to better cater for consumers.

Zhong Yue Zheng, chairman of the international board of doctor frog, pointed out that online shopping has become an important sales industry which is difficult to circumvent by all enterprises, including the clothing industry, due to the rapid popularization of the Internet. channel 。

For the exploration of Mei Bang dress, people in the industry disagree. He said that in recent years, the newly emerging online shopping apparel brands usually launched a large number of styles on the Internet for consumers to choose, and through the backstage statistics to achieve the scale of industrial production style, and then the online shopping clothing brand organization factory to produce the hot selling styles, and choose the logistics enterprises to produce the products eventually delivered to the order consumers. One of the keys to running a brand on the Internet is to make statistics and follow up the shopping habits and preferences of consumers through information technology, and find the latest fashion trend. The other is the overall organization of each factory and logistics company. Coordination ability 。

The above pointed out that the operation of traditional clothing enterprises is different from the operation of online shopping brands, basically based on the old idea of fixed production. In the first quarter of this year, the United States apparel inventory reached about 3 billion yuan, more than the normal level of about 1 billion 500 million yuan, the main reason is that in the four quarter of 2010, single store sales were hot, with the growth rate of almost one hundred percent. Therefore, it was mistaken that the first quarter of this year will also grow at the same speed.