How Can We Take Advantage Of External Forces To Take Shortcuts? Wenzhou'S Traditional Industries Embrace E-Commerce.

China e-commerce Summit Forum (

Those who want to go online need to cut costs, and those who rely on stores try to move forward.

How to take advantage of external force to take shortcuts?

In the year of e-commerce blowout, Wenzhou tradition

Recently, the garment manufacturers association of Wenzhou has been the first city association to set up the Wenzhou garment business alliance and set up an e-commerce operation and service center. It is hoped that the association will launch a platform for member enterprises to share information and training resources on the road of e-commerce, and strive for more voice at the same time.

The way of electric business:

Different enterprises have different problems.

Zhejiang Suye bird Shoes Co., Ltd. produces about 4000000 pairs of women's shoes annually, and creates the brand of "suture leaf bird" shoes, which is mainly sold through wholesale and monopoly.

There are more than 400 stores in the sales terminal.

Since last year, the Lok bird shoe industry began to open its official flagship store on Taobao.

But so far, in e-commerce, enterprises are still in the test stage.

The flagship store only has 2 people to handle customer service, nor does it have the corresponding advertising and promotion funds.

Liu Xiaobiao, general manager of Suzhou Ye bird shoes industry, said that at present, the strategic positioning of e-commerce is to develop online and offline interaction so as to enhance the popularity of "sewing bird" brand.

He said that enterprises only want to keep pace with the development of e-commerce, do not want to go too fast, after all, the current sales channels are mainly based on agents and exclusive stores, and can not be pferred to e-commerce at once.

Liu Xiaobiao said the constraints, that is, sewing bird shoes industry is a brand enterprise, mainly through the sale of exclusive stores.

If a similar product appears on the Internet, considering the low price of online products, it will inevitably impact the prices of similar shoes, causing dissatisfaction among agents.

In addition, Liu Xiaobiao mentioned that Taobao mall is mainly to support large customers, only large customers can enjoy advertising promotional costs.

It's hard for factory manufacturers to get preferential treatment.

The perplexity of the leaf and shoe industry is going to be on the way to the electricity supplier. Other traditional enterprises in Wenzhou will also encounter different contents.

Some of the former garment enterprises in Cangnan have tried their best to switch to the electricity supplier after they first taste the electricity supplier, but they don't know how to get started quickly.

The promotion cost of Cangnan home textile enterprise - Sheng Yu group online store is 10 million yuan a year.

Sheng Yu Group chairman has proposed teaching, hoping to integrate the power of small and medium-sized business enterprises, and strive for more preferential policies to Taobao mall, QQ mall and other platforms.

Chen Qixiang, Executive Deputy Secretary General of Wenzhou clothing trade association, said that most enterprises in Wenzhou are still in the initial stage of contact and entry into e-commerce. Technical difficulties, rules are numerous, people are hard to recruit, products are scarce and funds are tight.

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Holding together:

Sharing resources and taking good steps

Recently, the Wenzhou clothing chamber of Commerce decided to build "Wenzhou clothing electricity supplier alliance", and at the same time, set up an e-commerce operation and service center.

This shows that the traditional enterprises in Wenzhou have taken the first step on the road of business.

At present, Wenzhou clothing enterprises involved in e-commerce are divided into three categories: the first is the relatively mature development; the second is just entering, has already set up a good framework and set up a good team; the third category is to enter, but does not know how to enter.

For different types of enterprises, the alliance will give different guidance, such as two types of enterprises to help improve, and three kinds of enterprises to teach how to operate e-commerce.

Chen Qixiang introduced that the electricity supplier alliance will do some basic work in the early stage, such as organizing enterprises to visit the 3 e-commerce enterprises in Ningbo, GXG, Bo Yang and Tonlion, while visiting Taobao and conducting discussions with Taobao executives.

Specifically, the skills to teach e-commerce operations, such as online shop opening, photo production, web page display and other services, provide some directory and guide for third party service providers.

Chen Qixiang said that in the name of the clothing trade association, the team and professional institutions should be invited to serve the enterprises in the group, and the cost sharing effect can be achieved compared with the invitation of individual enterprises. In addition, a higher level contact person can be found on the docking with the large mature E-commerce platform, so that a good marketing resource can be obtained.

It is learnt that at present, Wenzhou garment enterprises mainly rely on the large mature e-commerce platform to develop e-commerce, but do not rule out the future establishment of their own clothing electronic trading platform. At present, the Wenzhou clothing trade association is planning a unified logistics distribution platform.

In addition, some industry associations in Wenzhou have reminded enterprises in the operation of e-commerce. The competition in the field of e-commerce is fierce, and the competition of commodity homogenization is serious.

Wenzhou enterprises take the road of quality manufacturing, and e-commerce has the characteristic that the price of a single commodity is higher than a critical point, and it will encounter the situation of no sales.

Therefore, enterprises must grasp the price relationship between online products and offline products, so as to avoid a big conflict between them.

Cao Wangqiang, Secretary General of the Wenzhou Electronic Commerce Association, said that the way of business can take the role of product mix to reduce operating costs. For example, glasses, shoes and clothing are wearing a picture on a model. In addition, Baotuan has a self-discipline function to improve customers' confidence in the quality of Online shopping products.