Shoe Clothing Brand Touches The Net To Flee The Goods To Face The Channel Pricing Conflict

In the current market, one side is huge offline resources, while the other is gloomy online sales and bottomless capital investment, even if there are Electronic Commerce This mainstream and bright "hat" asylum, has a strong ability to manufacture and sell products of traditional shoes and clothing business seems to be inadequate.

According to the latest market The report shows that at present, a considerable number of shoe enterprises have encountered the "Waterloo". Lining, director of e-commerce, Lin Li and so on have all left. In addition, another cruel fact is that e-commerce is undoubtedly a subversive business model for shoes and clothing enterprises, and shoes and clothing enterprises should not be taken lightly.

For example, the United States Clothes & Accessories Recently, it made a decision which is not too hard but "disgraceful". Its announcement said that because of the inability to guarantee profits, the company decided to stop operating the "state purchase" e-commerce business, thus becoming the first traditional listed garment enterprise to announce the outage of e-commerce business, and to transfer its business to the non-listed company group. For the decision of the US state dress, Zhou Chengjian, the chairman of the company, explained to the outside world that it is difficult to protect profits and fear the confidence of investors in listed companies. The industry said, "playing with money, the United States can afford to play but dare not play", the pressure is attributed to the state investment input-output ratio is too low.

There is no doubt that the growth rate of e-commerce is very high, but in fact, it can really start to earn more money than the shoe and clothing enterprises, and the break even point has a direct impact on the decision-making of shoes and clothing enterprises. Therefore, the length of investment time that shoes and clothing enterprises tolerate for the business of electric business is an important factor determining success or failure. According to statistics, 13% of shoes and clothing enterprises have intentionally entered or established e-commerce services, or have already entered the e-commerce market. However, there are various indications that the size of e-commerce in shoes and clothing enterprises is still hard to get in line with the huge sales system under the line.

In fact, for the vast majority of shoes and clothing enterprises, e-commerce as a new business mode, is affecting the interests of offline channels, which makes more and more shoes and clothing enterprises feel a dilemma. Because shoes and clothing enterprises want to test the water e-business, they are also faced with problems such as lack of talents, technical loopholes, fleeing of goods, fakes and so on. The first two problems can be solved by outsourcing and training talents, and the most fatal is the contradiction between online and offline channels. The so-called "fleeing" is a direct reflection of the pricing conflict between traditional channels and e-commerce channels.

This kind of "fleeing" behavior has been more or less resisted by the distribution channels of shoes and clothing. Some dealers have begun to join the "shoe" business, and oppose the shoe and garment enterprises to cooperate with them. Because dealers' complaints are already an unavoidable phenomenon, and products selling and selling fake products on the Internet often lower the price, which will also affect the rights and interests of dealers. In this regard, some enterprises need to relocate products on line and offline. The two channels sell different commodities and avoid fleeing from the roots.

If only e-commerce is used as a channel to increase sales, then for shoes and clothing enterprises, the probability of success is very great. Once e-commerce is taken as a new business growth point, the cost of output will be very large. The most important factor for shoes and clothing enterprises to succeed in e-commerce is "mechanism". Especially when the online shopping market is becoming bigger and bigger and the industry chain develops more and more mature, the speed of entering the threshold increases at a geometric level. This means that the longer the hands-on, the higher the cost, the more intense the competition, the smaller the chance, the higher the risk.

In conclusion, there are various signs that e-commerce has become the trend of the times. Those shoes and clothing companies, which are regarded as heavy burdens carrying the original mode, are not willing to eat up their positions in the "electronic" background. Even more serious is that in China, the leading online B2C is almost pure electric business, although many shoe and clothing enterprises are already trying to do business, but few are successful. In this regard, the industry experts generally believe that shoes and clothing enterprises wading e-commerce is relatively successful, basically from the electronic business platform, shoes and clothing enterprises can initially choose the electronic business platform "training", then gradually according to their own characteristics to build e-commerce system, in order to reduce risks.