XTEP Official Mall Trial Camp, Clothing Enterprises Online Shopping Channels Far From Revenue?

"XTEP official mall" is XTEP's own online shopping platform. In 2010, Ding Shuibo, President of XTEP, publicly announced that the net purchase channel within two years will contribute about 1 billion yuan to XTEP, which accounts for about 10% of XTEP's total sales. However, after clicking on the 18 category links under XTEP's official "men's clothing" project, there are only 5 products that are available for sale, and the remaining 13 products are not available for sale.

Compared with XTEP's indifference to online shopping platform, it controls Zara. Clothing brand The Spanish INDITEX company has made great efforts on the online shopping platform, and now it has achieved network sales in 19 countries.

In terms of consciousness, Chinese clothing Retail enterprises The gap between consciousness and transnational corporations is not very different. Dr. Zhong Yong, chairman of the international board of doctor frog, pointed out that after nearly ten years of popularization and development, the Internet has penetrated into all aspects of the real economy. In 2010, Taobao mall "11. 11" big promotion, the total retail sales of that day, 936 million, UNIQLO, MP and other day sales of more than 10 million, China Merchants Bank and other online banking system collapsed, the main express logistics network almost all paralyzed, "online shopping", "e-commerce" gradually onto the main business stage.

However, Zhong Zheng Yi also admitted that the income contributed by the online shopping platform accounted for only about 5% of the total income of the PhD. Traditional retail outlets were still the main source of income. Market watchdog Ma Gang pointed out that although Lining is an earlier construction online shopping platform company in sporting goods companies, the current online shopping channel's contribution to Li Ning Co is estimated to be no more than 500 million yuan per year. In 2010, Li Ning Co earned 9 billion 480 million yuan, even if the online shopping channel realized 500 million yuan income, it only accounted for about 5% of the total revenue.

Many garment enterprises are relatively passive self built. online shopping Platform. Prior to the Li Ning Co's self built online shopping platform, there were more than 700 online stores that had not been authorized by Li Ning Co to sell Lining products, and the annual sales volume reached 100 million yuan or so in Taobao. If Li Ning Co does not do online shopping, "online shopping" cake can only be eaten in vain. It is precisely because of this consideration that Lining has opened his own online shopping platform.

The starting point of XTEP's own online shopping platform is also very practical. Ding Shuibo once admitted that the main products of XTEP's online shopping platform are goods in stock, and the starting point of selling inventory determines that the online shopping platform can not be too much.

Another factor that plagus the online shopping platform of garment enterprises is how to balance the conflicts between them and the huge number of physical stores. Lining, XTEP and other sporting goods business entities throughout the country, the number of approaching or even more than 8000 major points, if the price of online shopping products is lower than the physical stores, the sales of physical stores will be affected, and the dilemma is the real situation faced by clothing companies when they are involved in online shopping.

To solve the above problems, Zhou Chengjian, chairman of the American Apparel Company, proposed that the online shopping platform should be opened to the physical stores. The goods sold by the online shopping platform were shipped by the distributors in the region, and the revenues were divided according to a certain proportion between the apparel and distributors in the United States, and the boycott of the real stores to the online shopping platform was solved. On the other hand, the brands and products used by the development of the American apparel industry specially used for online shopping were separated from the products sold by the entity stores to avoid confrontation.

Whether this tactic can help them to grow larger and larger is still to be verified.