Research On The Construction Of E-Commerce Based On Garment Professional Market

Based on the analysis of e-commerce theory and typical models, this paper compares the current situation of clothing e-commerce in China under different management modes, which runs well, has a high reputation, mainly relies on clothing management, or includes clothing, and clothing merchandise has a relative proportion or influence.

In order to build a brand new e-commerce platform in the existing clothing trade area and under the environment of garment market, how to make good use of this condition, rely on the market customers, sales channels and business circle resources, and make a preliminary analysis on the construction design, functional modules and later achievements of e-commerce.

In today's era, the emergence of e-commerce has brought about the rapid growth of Internet users and the rapid growth of online pactions. Most people are deeply touched by this.

Under this circumstance, the Chinese government has formulated the "national informatization development strategy" from 2006 to 2020 and the opinions of the general office of the State Council on accelerating the development of e-commerce, so as to continue to promote the development of information technology and open wider space for development of e-commerce.

Take Beijing Dahongmen area as an example, this is a famous clothing distribution center, which has a large number of garment professional markets, and is also preparing for several commercial market projects in the later stage.

With the platform of garment professional market, through the analysis of the development trend of clothing Commodity E-commerce and the special market environment of Dahongmen clothing trade circle, we study the various ways and channels of e-commerce, and create a new e-commerce development path that combines market operation with brand development, combines with scale benefit and combines with long-term planning.

Discussion on e-commerce theory

1, the concept of e-commerce

Electronic Comme-rce refers to all kinds of business and trade activities that use the Internet as a tool to make buyers and sellers not meet each other.

It is to pfer the traditional sales and shopping channels to the Internet, break the visible and invisible barriers between the state and the region, and enable the production enterprises to achieve globalization, networking, invisibility, personalization and integration.

2, analysis of typical models of e-commerce

Electronic Commerce on the Internet can be divided into three aspects: information service, paction and payment.

The main contents include: Electronic Commerce advertisement, electronic purchase and paction, electronic paction voucher exchange, electronic payment and settlement, and after-sales online service.

There are four types of entities involved in e-commerce: customers (individual consumers or business groups), merchants (including sellers, manufacturers, Chu Yunshang), banks (including issuing banks, receiving banks) and certification centers.

(1) business to consumer (B2C)

B2C mode is the earliest e-commerce mode in China, marked by the official operation of the 8848 online mall.

B2C is the enterprise through the Internet to provide consumers with a new shopping environment -- online stores (such as Jingdong mall, red child mall, Dangdang, etc.), consumers through the network for online shopping, online payment.

B2C can also be broken down into 6 categories: online direct selling mode, online store mode, online shopping mall mode, chain operation mode, content providing mode, and online service mode.

(2) business to business (B2B)

Businesses (generally refer to enterprises) are e-business for businesses, that is, the exchange of products, services and information between enterprises and enterprises through the Internet.

The popular saying is that both suppliers and suppliers of e-commerce are businessmen (or enterprises or companies). They use Internet technology or various business network platforms to complete the business paction process.

These processes include the release of supply and demand information, ordering and confirmation of orders, payment process and issuance, pmission and reception of bills, determination of delivery plan and monitoring of distribution process.

Typical examples of B2B are: million net, Alibaba China net library, China manufacturing network, etc.

(3) consumer to consumer (C2C)

C2C, like B2B and B2C, is one of the models of e-commerce.

The difference is that C2C is the mode of user to user. C2C business platform is to provide an online trading platform for buyers and sellers, so that sellers can voluntarily provide goods online auction, and buyers can choose their own products for bidding.

The typical C2C is Taobao, pat and so on.

(4) other modes

With the development of e-commerce, new models are emerging, such as B2M1, B2M and so on.

Description of e-commerce in existing garment industry

1. Analysis of typical e-commerce models in garment industry

The clothing industry electronic commerce can be divided into two factions: one is the traditional industry origin, enters the electronic commerce domain, represents the brand enterprise Marceau (MASAMASO); another kind is the electronic commerce origin, instead turns the clothing as the product, represents the brand enterprise VANCL.

(1) integrated Mall: a typical representative -- Taobao.

(2) integration: V, a typical representative.

(3) department stores: typical representatives -- Tesco, Amazon, Dangdang, and online WAL-MART.

(4) vertical shops: typical representatives -- Mcglaughlin, Gome, and buy net.

(5) compound brand store: typical representative -- Giordano and BELLE.

(6) light brand store: typical representative --VANCL, dream bazaar.

(7) service type shop: typical representative -- Yi Mei, Yi De.

(8) the guide type engine type: typical representative - love ratio net.

(9) online commodity Customization: typical representative - ider customization.

(10) SNS-EC (SOCIAL e-business): it is mainly to sell goods by sharing personal shopping experience on social platforms and using the application of products in social circles.

(11) ABC mode of Electronic Commerce: typical representative -- Tao Fu.

(12) electronic commerce BSC mode: typical representative -- Beautiful global village.

2, clothing professional e-commerce situation analysis

(1) typical vertical marketing -- fan Ke Cheng

Founded in October 2007, it is a business mode of selling online with its own clothing brand.

At present, it is already a leading brand in China's Internet.

According to the latest AI research report, van gentry has ranked the top four in China's online B2C sector.

Its achievements are regarded not only as an innovation in the e-commerce industry, but also as a miracle in the traditional clothing industry.

In May 2009, it was recognized as a national high and new technology enterprise.

(2) online professional clothing wholesale - clothing networking

The Internet of clothing is China's largest and most professional online clothing wholesale market, and the top 100 Internet companies in China.

Relying on the clothing network to carry out the direct batch (clothing factory directly to the clothing store) business entity business scale is the most in the country, its number has far exceeded the white horse and other physical market.

The bulk wholesalers of Yi Lian online mainly come from thirteen lines, Shahe, Baima, Humen and other clothing wholesale bases.

There are hot and low-priced women's clothing, men's wear, children's wear, underwear and T-shirts, jackets, sweaters, cotton padded clothes, down garments, cowboys and so on.

(3) the world's leading small business e-commerce platform: Alibaba

Alibaba group, founded in 1999, operates a wide range of Internet businesses, including the promotion of B2B international and domestic trade online trading market, online retail and payment platform, online shopping search engine, and data centric cloud computing services. It is committed to create convenient online trading channels for all people around the world.

(4) China's main C2C online shopping destination Taobao network.

Founded in 2003, Taobao is the largest C2C shopping website in China. Its mission is to establish a comprehensive e-commerce ecosystem and provide the best user experience for partners and consumers.

Taobao currently has more than 800 million product messages and more than 370 million registered users. It is the world's largest Internet user group's preferred online shopping destination.

Taobao is also one of the 20 most visited websites in the world, with more than 50 million visits per day.

(5) B2C retail website Taobao mall

Founded in April 2008, Taobao mall is China's leading B2C shopping website, accounting for 48.5% of the total B2C retail market share.

Taobao mall is an open and B2C platform with the most comprehensive brand selection. Since its launch, Taobao mall has developed into the main destination for China's increasingly sophisticated consumers to purchase high-quality authentic products online.

Alexa's data show that Taobao mall is the most visited B2C retail website in China.

(6) leader of direct marketing industry -- Mcglaughlin (B2C)

Mcglaughlin, also known as wheat net, M18, Shanghai Mcglaughlin, is a famous online shopping website in Shanghai, mainly engaged in Mcglaughlin clothing, jewelry, household products, health supplies, pet products and other commodities.

In 1999, the wheat net was formally launched. In 2006, Mcglaughlin's first real retail store opened, marking that Mcglaughlin truly became a multi-channel retailer.

As a leader in the direct marketing industry, Mcglaughlin has been developing rapidly at an annual rate of 50% over the past five years. The multi-channel distribution mode of "telephone mail order + Network + entity shop" is the core element of attracting venture capital.

In China, Mcglaughlin has served more than 2 million 500 thousand customers and has nearly 5 million users.

On average, nearly 500 thousand visits have been made on wheat net day, with more than 110 thousand registered users on the Internet, ranking the top on the B2C website.

(7) online clothing wholesale platform -- China apparel wholesale network

Mainly engaged in the production and processing of foreign trade clothing, South Korean apparel, Ruili costumes, fashion.

In 2009, online sales began to provide the best supply and marketing platform for apparel customers.

China apparel wholesale network has a large number of customers throughout the country.

At present, there are 500 thousand registered members, 5 million 200 thousand page visits per day and 500 thousand independent IP addresses per day, ranking first in the apparel industry website.

(8) based on its own clothing market - Baima clothing network.

Guangzhou white horse clothing market was established in October 1991. It is a well-known enterprise specializing in the management and operation of commercial property. It is mainly responsible for the management of Baima commerce and trade building.

The white horse commercial building is a commercial building with a single building area of 60 thousand square meters. It has more than 2000 garment manufacturers. It is a spot wholesale center for medium and high grade garments, a clothing brand chain center and a fashion trend Exhibition Center.

The white horse clothing net is the only official website of the white horse clothing market in Guangzhou. Its function of Electronic Commerce started after the revision and upgrading in November 2008. The establishment of the white horse clothing network is also a landmark event in the development of Chinese apparel e-commerce.

Since then, the white horse clothing market has become a professional clothing market with "ground" and "online" dual trading platforms.

Discussion on e-commerce development in garment market

At present, the clothing market operators and external e-commerce enterprises in Dahongmen business circle are actively studying and trying to rely on the favorable environment of Dahongmen clothing trade circle to enter the field of clothing e-commerce, in order to promote the later stage operation of enterprises, meet the needs of merchants, expand the visibility and influence of enterprises, and improve the scale and efficiency of enterprises.

Dahongmen business district is an important clothing distribution center in North China, which has gathered quite a number of garment manufacturers and brands.

However, if the large-scale development of e-commerce is needed, we need very professional experience in the operation of the industry, and the large scale capital investment in the early and subsequent stages. At the same time, the field of electronic commerce itself is a high-risk technology industry.

Therefore, relying on the fashion market is the most convenient way to develop e-commerce. It must rely on the business and the surrounding market to expand gradually, so as to form the scale, expand the influence, enhance the reputation and reputation, and form a business pillar of the enterprise with input, development, scale, efficiency and redevelopment, thus becoming an important window.

1, the establishment of e-commerce mode.

At present, China's clothing website, except for the large mainstream company website, has few other operations that are well run and of reference value.

Therefore, we must take the professional market positioning and characteristics as the basis. In the e-commerce website construction, we should take the brand promotion, brand hosting, clothing distribution and information release as an integral part of the franchise and wholesale sales function, and build the "entity market + network paction" mode, so as to achieve the goal of composite positioning.

(1) build B2B's external display and sales platform based on professional market customers.

In Dahongmen, there are many specialized clothing markets which are mainly set up by large customers, including sales, wholesale, display and office.

With the development of e-commerce in the clothing industry, there will be more demand for e-commerce, especially for merchants of wholesale clothing, according to their way of operation, to provide them with initial free services and guide them to the development of B2B purchase and sale.

At the same time, attracting external wholesale enterprises to enter the network, this process should be gradually established through a few years of input, guidance and publicity to become a competitive and reliable network purchase and sale channel in the region.

The establishment of this platform can not only expand the influence of the clothing business market, but also open up a reputable and well-known online sales channel for businesses.

It has accelerated the information exchange among merchants, improved the quality of service and expanded the publicity of commercial products.

Therefore, with the development of network construction, we will achieve good social effects and brand benefits.

(2) rely on marketing channels to establish an enterprise's own B2C online sales platform.

Among the businesses in Dahongmen, there are many large garment wholesalers, agents and retail businesses in the region and outside.

On this basis, relying on the favorable environment of the clothing distribution center in the region and the channels established by the market and brand agents, we organize the brand agency operation and self sale of the clothing brand, so that we have the conditions for developing the B2C business for the society.

At the same time, actively contact and serve other interested clothing manufacturers, agents, sales enterprises, and gradually expand and expand the business model of clothing B2C.

However, judging from the current market survey, most of the clothing sales enterprises in Dahongmen area are not easy to accept online sales and have not formed the scale of clothing e-commerce such as Guangzhou and Hangzhou. The role of website construction is limited to publicity and image enhancement, and more attention is paid to the impact and destruction of online sales on entity management.

Therefore, the mode of operation of B2C can only be carried out in the fashion market itself. In the future, it will gradually expand and develop with publicity and promotion, advertising and support, and popularization of online sales and environmental changes.

(3) widely absorb the brand resources in Dahongmen, and gradually establish the regional clothing brand information network.

In terms of brand resources gathering, we need to analyze the environment and conditions of the clothing market in Beijing and Dahongmen. We should seriously study the effective grafting of e-commerce platform and traditional professional market, and make the visible market infinitely wide, so that the traditional garment industry will have the opportunity to contact more market segments.

In this regard, it is necessary to invest funds to establish a specialized guiding brand clothing information network for the vast number of enterprises, businesses and consumers, and become a platform for information dissemination of clothing in Dahongmen.

First, establish online contact platform for upstream and downstream customers.

Second, organize regional procurement and ordering activities, and release information on supply and demand;

3. Registered enterprises should purchase online orders.

Fourth, publish company and product introduction, organize online product exhibition;

Organizing network operators to train stations, promote and discuss business.

Gradually establish an online sales enterprise information base;

Provide industry information and information.

Design of e-commerce platform

1. Preliminary design and input

From the analysis of the current situation of clothing market in Dahongmen, the conditions for various aspects of e-commerce construction are not very mature.

Since the establishment of e-commerce requires a large amount of capital investment and a small reward, unless a large-scale strategic long-term investment is combined with the mature enterprises in the professional market and e-commerce field, otherwise, it is necessary to meet the basic network functions in the early stage and invest a small amount of funds to ensure the establishment of corresponding website needs, equipped with system work and data collection and updating personnel, and gradually increase investment, expand influence and popularity.

2, function and module design

Business management system: it has functions such as notice issuing, rent collection, supply and demand information, sales training, business promotion, complaint suggestion, establishment of merchant resource information base, clothing brand information base and so on.

B2C system: combined with the professional market, attracting other cooperative businesses to carry out online sales.

B2B system: combined with professional market merchants, sincere recruitment of brand clothing agents, wholesalers, regional agents, clothing manufacturers, to build wholesale channels of clothing.

Information publicity system: set up regional clothing electronic magazines; serve the market publicity; provide the national macro policy and guidance for businessmen, issue the clothing market consultation and information; provide business communication platform; merchants brand promotion; provide fashion industry trend information; carry out sales knowledge, clothing product knowledge, e-commerce knowledge training.

3. Influence and analysis of e-commerce results

Judging from the current development of e-commerce in China, the growth of annual turnover and the speed of network development are very fast. However, apart from a few large well-known websites, there are basically no conditions for profitability.

However, due to the impact of e-commerce on the physical market, as well as a direction for future market development, we have to pay attention to it.

E-commerce is a venture capital, which needs a longer incubation period. In this respect, we can not compare the general business investment mode for benefit analysis.

From the perspective of the development of Dahongmen and garment market, e-commerce is a necessary supplement and an important part of development.

In terms of market competition and management needs, relying on the planning of Fengtai District's development of the fashion and creative industries gathering area, relying on the advantages of the clothing market in Dahongmen, relying on the conditions of the clothing market, we can better serve the merchants and the surrounding businesses. Through a certain amount of capital investment and incubation period, we can establish a professional e-commerce network platform in this area, effectively expand the influence of the website and improve the position of the apparel market, and will also bring huge business benefits to the enterprises on the basis of gradually expanding the scale and influence.

Therefore, the e-commerce network based on the apparel professional market must first be based on the functions of publicity, display, service, office and so on. The foregoing clothing websites are also in the electronic commerce field after upgrading through several years, and must be combined with the development of the clothing market, after full investigation and demonstration, at least a few years of cultivation can reach a certain scale.

We must recognize that this is the pformation of the traditional channel operation mode, pforming the wholesale market platform dominated by "production" into the specialized market purchasing platform, which is not only a kind of market behavior, but also a pformation of business philosophy, which requires the joint action of various conditions.