Traditional Clothing Enterprises Take Part In E-Commerce &Nbsp, And Marketing Is Another Way.

In recent years, electronics Business affairs With its advantages of low cost, high efficiency, openness and quick returns, it quickly occupied the market, attracting clothing, electrical appliances and other industries to put the marketing force into the e-commerce market. With a series of traditional clothing brands, such as Gloria, aggar, Masa and Marceau, rush into the wave of electricity supplier, the enthusiasm of traditional clothing enterprises to develop e-commerce is high.

The importance of e-commerce marketing makes most enterprises want to be the controller of e-commerce platform. Choosing a mature e-commerce platform may be a shortcut to enter the field of e-commerce. However, many enterprises do not like the feeling of being constrained by others' platforms. They choose to invest tens of millions or even billions of funds to build Independent E-commerce websites. At the same time, brand enterprises have not yet made their own e-commerce platform into a huge sales website.

Although the number of garment enterprises entering e-commerce is increasing, the e-commerce sales of most traditional clothing enterprises do not occupy a large share of sales volume. Therefore, there are few enterprises that really succeed in the effective docking of traditional marketing mode and e-commerce marketing mode, and many enterprises feel pressure after entering the field of e-commerce. Traditional clothing brand enterprises focus on manufacturing and brand building and marketing, and the construction and dissemination of e-commerce marketing platform need to be strengthened. The marketing mode of e-commerce will inevitably impact traditional marketing, hurt the interests of some brand manufacturers, and trigger the resistance of product distributors to e-commerce.

It is understood that as of June 2011, the scale of online retail market transactions was 349 billion 200 million yuan, of which clothing is a large category of online shopping products, among which clothing is one of the most popular online shopping products, and become online. retail The first gate class accounts for nearly thirty percent of the total. The market potential of traditional clothing enterprises in e-commerce marketing is huge. Taking UNIQLO as an example, UNIQLO is one of Japan's largest garment enterprises. It has five offline stores in China, and in 2008, when its development was not very ideal, it reached a strategic cooperation with Taobao. Its sales volume reached 500 thousand yuan within ten days after being launched, equivalent to the total sales volume of two stores under the line, and the sales volume was over 100 million yuan in 2009.

The huge sales data of e-commerce platform also prove that Internet marketing has shaken the traditional marketing channels, but the problems of the construction of e-commerce sales platform, the conflict of interests between the network channel and the original store channel, the fetters of old sales thinking, and so on, make these traditional clothing enterprises' e-commerce road uneven. Is the network sales platform self built or outsourced, or is it a popular third party platform, direct sales or distribution, whether online or offline is single brand or multi brand operation, which is testing traditional enterprises. wisdom 。

In view of the perplexity encountered by the traditional clothing enterprises in the hands of the e-commerce marketing platform, the China Electronic Commerce Research Center and China apparel network will jointly host the "2011 China clothing industry e-commerce application summit and the China garment industry e-commerce Procurement Association" in October 20th. At that time, the 2011 Annual China top ten clothing e-commerce demonstration website award ceremony and the "China clothing brand research center" will be unveiled. At the same time, the 2011 Annual Report on China's apparel industry e-commerce application will be released. Current summit and Purchase Registration will start.

At present, some of the business enterprises that have confirmed the speech and participants include: Fan Kai pin, Yintai network, Le cool day mall, walk show network, PAYPAL, Masa Marceau, Ruijin Lin, Yi He information, China Post Express purchase, Shanghai business school, new hundred online shopping mall, Mori mobile digital, China clothing network, clothing network, blue group technology, dun Yin, T100 trend network, children's wear franchise network, and hundreds of traditional clothing brand enterprises.