Catfish Effect: An Analysis Of China'S Garment Enterprises' E-Commerce Roadmap

But when the clothing companies were considering how to deal with such a "black horse" of the Internet, I saw a news about PPG, which was PPG's news because of debt dispute and trademark being sealed up.

It also reveals the reality behind the PPG myth.

Due to the large number of product problems and low consumer satisfaction, cooperation with upstream suppliers frequently broke up, and began clearing and selling, breaking the "seven day inventory myth".

This series of problems is directly related to the business mode of PPG company. PPG is essentially an e-commerce company, which is exaggerated by the name of overseas companies by local enterprises, so that consumers are deceived. Because the "light company" mode is not strong enough to control the industrial chain, so that the problem of product quality and inventory pressure coexist; at the same time, the key logistics capabilities such as delivery and distribution are in the hands of third parties, which makes consumers unhappy about the delivery time of PPG products; moreover, because PPG's business model can be duplicated too strong, there is no high competition.

Although the direct selling of PPG has been impacted by traditional enterprises, it is undeniable that PPG has launched a burst of "network direct battalion" in the clothing industry. The gust of wind power makes many garment enterprises executives who are accustomed to using franchising and agency mode are also refreshing, and PPG has at least played a role in this.

PPG is also being influenced by the "network direct battalion". Many of the traditional clothing business marketers ask me: if our company wants to do e-commerce, where should we start from? How much money do we need to invest? Around these two questions, I would like to share my views with you here.