"Big Crocodile"? Traditional Clothing Tycoon Does Not Walk Along The Road

From the Amoy brand and fan to Taobao's flagship store, the "clothing business" seems to have become the mainstream of the Internet. However, the real attitude of the heavyweight traditional high-end clothing enterprises to e-commerce is actually "no action".

Clothing industry, the top traditional clothing giants in Pyramid, occupy a very limited share. So far, apart from Samaso, the heavyweight heavyweight traditional clothing companies rarely appear on the Internet. At the end of last month, Metersbonwe, who just announced the withdrawal from the electricity supplier, was seen as a big business in the traditional service enterprises.

"In the Internet age, chess and apparel market is for apparel companies. Electronic Commerce It is no longer a simple selling problem. What is more important is how the traditional brand exists in the Internet era. How does it exist? "Clothing industry observers pointed out that for the earliest e-commerce industry, the electricity supplier path is still a problem that garment companies have not decided and solved before.

"Big crocodile" breaks down

At the end of last month, the largest leisure wear listed company in the United States announced that because of the difficulty of ensuring profits, the company decided to stop operating the "state purchase" e-commerce business, becoming the first traditional listed clothing company to announce the outage of e-commerce business. At the beginning of this year, Zhou Chengjian, chairman of the United States and the United States, was also ambitious to say that by 2020, the sale of Merlot electronic commerce amounted to 100 billion yuan.

Up to now, there are more than 3000 stores in the United States and the difference is large. The direct experience of consumers is very limited. Zhou Chengjian hopes that e-commerce platform will complement each other with traditional channels, and the traditional mode experience of existing lines will also be a fast and convenient mode of wired for 24 hours.

According to Zhou Chengjian's plan, BPO is the platform to realize its e-commerce goals. In December 18th last year, after six months of preparation, BPC trial run. Less than a month. In January 3rd this year, Bong net trading volume exceeded 1000 single, sales exceeded 300 thousand yuan.

Zhou Chengjian's confidence has soars so much that he plans to launch a "double happiness" in August 28, 2011 on the 3rd anniversary of the US bond market. However, in the month before the heavy capital preparation, the United States suddenly stopped all preparations.

According to the China Commercial Daily, the reason is that the technology flow and existing logistics of the state purchase website can not smoothly and effectively support the influx and demand of large scale users. In addition, Zhou Chengjian met with Min Jie, vice president of State purchasing department at the beginning of this year, and has not found a suitable candidate until now.

As a result, after August, the once ambitious state buying network began to be afraid of it. Marketing Action is coming out. There are only a few moves on the us free resources platform, such as micro-blog, micro-blog, and fashion secretary.

In spite of the dilemma, the United States has spent 60 million of its investment on e-commerce for a year. The funds are obviously not a problem for the apparel listed companies, although Zhou Chengjian realizes that the online investment of 60 million yuan a year has far exceeded the cost of the entity stores that are subject to high land prices.

Zhou Chengjian said, even though Physical store Facing the pressure of rising land costs, e-commerce is the lightest asset and the lowest cost. At the moment, no Internet e-commerce enterprise is making money.

Zhou Cheng saw that the cost of electricity supplier investment is rising rapidly. "One is the cost of obtaining the number of consumers, that is, advertising fees. Over the past three years, the advertising fees that have been picked up by e-commerce have been increased by at least five times. Two, e-commerce is mostly priced at a low price, with no premium capability, low quality and low price, resulting in huge investments and meager profits."

After seeing the above realities, Zhou Chengjian's ambitious e-commerce strategy became "chicken ribs" instantly: huge investment and small profits. In the long run, e-commerce became a "bottle of oil" for the listed companies in the US state, leading to the uncontrollable financial risk of American state and affecting the confidence of shareholders in the listed companies. {page_break}

In the end, Zhou Chengjian was determined to divestiture the e-commerce business and hand it to AI's state owned shareholder.

Although "stripping" does not mean that the United States completely abandonment of e-commerce, its announcement in October 19th also announced that once the market environment and business are improved, the state will enjoy the priority of merger and acquisition once the state owned business has a continuous profitability.

But it is undeniable that the final stripped adjustment announced the failure of the first round of electronic commerce strategy test in the US state. After 60 million of the capital investment and manpower, the US state still returned to the original location of the operation of a separate entity store.

"Leader" project

It is not a case that the United States quickly cut off the electricity supplier. Zhou Chengjian's decision actually represents a common judgement of the current large-scale domestic brand clothing enterprises for e-commerce: no one is willing to pay for the theoretical future.

Data show that since 2007, apparel network retail has been growing rapidly, with an annual growth rate of more than 80%. Clothing has also become the largest category of online retailing. Up to now, only over 5000 traditional clothing enterprises on Taobao have launched online direct selling through different forms. In addition, more than 75% of the brand clothing enterprises have begun to build a network marketing mode. But the share of the top traditional clothing giants in Pyramid, which occupies the largest share of the garment industry, is very limited. So far, apart from Ma Shama, the middle and high-end heavyweight traditional clothing enterprises rarely appear online. Most enterprises only regard the electricity supplier as the platform for selling inventory and marketing, and the official website of the independent operation of brand channels is even more numerous.

"Pay close attention to it, but so far there has been no large-scale investment." In October 20th, Xia Guoxin, chairman of the domestic front-line women's clothing brand, who had opened chain stores in more than 100 large and medium-sized cities in China, told an interview with the China Commercial Daily on the sidelines of the China clothing convention. The company has been paying attention to e-commerce companies, but has not established large-scale e-commerce projects.

Xia Guoxin pointed out that up to now, there is no successful precedent for China's traditional high-end clothing brands to do e-commerce, and the hot brands are low-priced brands such as low-end brands or Amoy brands. "So far, there is no clear direction for what to do with traditional brand names." Xia Guoxin said frankly, for such a huge market of e-commerce, the brand enterprises that have been surviving and developing under the traditional channels are of course going forward, but how to grasp the market that has never been involved, when to intervene, how to deal with the balance of channels under the online and offline channels, and organize management problems, have not yet found a successful sample.

According to the China Commercial Daily reporter, BELLE has started developing e-commerce since the second half of 2008. At present, it has developed more than 100 network dealers, but the online shopping platform currently has less than 1% of the sales revenue of BELLE entities for BELLE group. Kappa also put forward the concept of online shopping as early as 2005, but at present, Internet sales account for only about 4% of Kappa's total revenue.

Before that, the outside world paid special attention to the US electronic commerce strategy. For this reason, no one is willing to pay for the exploration of a huge investment in the future. "In the first half of this year, the most important concern of the enterprises is the network problem. What is the most concern about the Internet? What should we do? What do we do? What about it?" Wang Jun, a garment industry observer, presided over the parallel meeting of the Chinese clothing convention. It is obvious that what e-commerce will bring to the traditional costume magnates, and many excellent brands of clothing enterprises under the many lines are still helpless in the face of the invasion of the electricity supplier. In October 20th, at the scene of the China clothing convention sponsored by the China clothing association, the parallel meeting of "power of the electric business" gained the most popularity. Even the vice president of the China clothing association and Zhou Shaoxiong, chairman of Fujian seven wolf Industrial Co., Ltd., heard the end from the "learner" posture.

The main state of stay in understanding and observation lies in the fact that the leaders are still ponder. Xia Guo Xin said that the current hot B2C of many clothes is actually not the profit of product sales, but mainly from the capital market. Through financing and refinancing, the new capital will be continuously melted into a large scale and eventually IPO will be listed. This will only expand the market rapidly at the expense of product profits, resulting in the market becoming a low price and vicious competition market. Such a blind market will only hurt the brand.

Xia Guoxin's idea is Zhou Chengjian's intention to divestiture the electricity supplier. "Low quality and low price is the mainstream of the electricity supplier, but I don't think e-commerce is just a sign of low price. The environment of low price and low quality e-commerce needs to be improved." Zhou Chengjian believes that at this stage, the most important thing for the traditional service giants is not to increase the volume of online shopping spanactions, but to consider how to combine the characteristics and advantages of enterprises to meet consumer demand. Zhou Chengjian also pointed out that at present, the threshold of traditional brand electric business is getting higher and higher, the price of platform operation is rising, and the cost of acquiring users has also increased sharply. If there is no special competitiveness, traditional enterprises will hardly succeed.

The key word that is emphasized frequently in the e-commerce forum of garment assembly is "the project of top leaders". The industry believes that this is the key to the success of traditional enterprises. The "top management project" is emphasized that the conflict between online and offline businesses can ensure that more resources are likely to tilt online. "In the thousands of brands in the V+ store, all those who do well must have independent electronic commerce departments from top to bottom with independent operation capability and continuous attracting talents." Cui Xiaoqi said that e-commerce is now not a light company, but a heavy company, from the online marketing, warehousing, distribution of all resources to fully gather to do it, in addition, the strategy of electricity supplier investment return time is long, whether there is a strong manpower and material resources to run and support, all need the "leader" strong determination and independent coordination.

"Double genes"

Obviously, the traditional clothing industry has long been aware of the trend of the electricity supplier channel that can not be missed. But how does the channel form exist? There are still many question marks in the clothing industry.

The coexistence of online and offline marketing is a proposal that has already taken the electricity supplier service brand in front of the traditional clothing enterprises.

Liu Dongming, director of the integrated marketing research center of the China Electronic Commerce Association, said that in 2011, there will be two changes in the combination of "mouse and cement" between clothing and electricity suppliers. The winners in the future must have the dual genes of the traditional brand elites and the e-commerce brand. This means that traditional clothing brand enterprises inevitably encounter the problem of balance between online and offline channels and the balance of management system, but they must learn to walk on two legs online and offline.

Lv Qiang, vice president of Xiu Xiu network, said that many traditional enterprises now call the differentiation of e-business strategy, that is, online products are low-end products, and all high-end products appear in stores. Lv Qiang believes that this is a misunderstanding of differentiation. The real differentiation should be differentiated on the brand, rather than the high and low grade of the product line price, so that it will not destroy the distinctive style and brand attitude of the offline brand. How to avoid the "conflict" between traditional business enterprises and existing channels, Lv Qiang's proposal is to develop an independent "network brand".

"The future retail format must be online and offline." Li Shujun, general manager of Menswear GXG e-commerce company, which is rising with the help of Taobao platform, believes that at this stage, the traditional clothing enterprises can not distinguish between single store brands and online brands, and must be set up online and offline. For the online channel part, Li believes that only the traditional marketing concept of people's church has the ability to network marketing, and for the online platform part of the 85 or more post-90 net sense of the new army to solve. {page_break}

As the "Amoy brand" of the birth network is based on the grassroots spirit, Li Shujun believes that the traditional brand should take the grassroots spirit and petty bourgeoisie spirit as the Internet. "Online retail is in the infant stage, staying in the wholesale market and the stall retail form. If we use the mall marketing mode to do sales, there will be a big obstacle at this stage."

In fact, it is also a question for the mainstream products to stop selling inventory products. Li Shujun believes that there is a step difference between the two or three tier cities and the first tier cities. As the difference between domestic consumption vogue and Paris fashion, the discount sale of fashionable inventory goods to the two or three line city netizens will turn the high cost and retail gross profit point to the net people, which will be close to their psychological price. The cost of traditional enterprise brand will also be reduced, and the conflict between channels can also be avoided. Li Shujun believes that traditional enterprises compete for the parallel brand market and the future market. "Traditional brands can relax and let them go out first." In Li's view, the online and offline marketing methods are identical. The strong supply chain is a necessary factor for e-commerce. It's very important to master rhythm.

"In the past, e-commerce was a revolution of speed, not essential, and did not touch the anxieties of the consumer society." Wing Chao, chief strategy officer of SEEC, also said that the future electricity consumption will be changed from "spanaction" to "communication", which is interactive marketing from the perspective of businessmen.

"Retreat" is another kind of "occupation". Lv Bowang, President of Beijing Zheng Wang consulting company, told the China Commercial Daily reporter that the US state clothing was stripped of the electricity supplier business, which highlights the more mature thinking of the traditional clothing enterprises for the development of e-commerce business and the way to enter the electricity supplier. It believes that traditional enterprises should grasp the general trend and develop sales with the help of Taobao, fan V+, Xiu Xiu net and other large customer groups before making special preparations. The cooperation with the e-business platform is the two process of traditional enterprise training teams and learning network marketing.

Zhou Junwei, director of marketing, said that at present, new marketing methods are emerging in the field of e-commerce, including micro-blog, community network, group buying and so on. Traditional clothing enterprises should take advantage of these distinctive marketing platforms and do well in "integrated marketing", so that they can walk ahead of the industry.