Clothing Brands Have Been On-Line To Test Water Online Shopping &Nbsp; Price War Or Become "Suicidal" Behavior.

Trial online shopping

Online sales have become another frontier for garment enterprises.

According to the latest performance bulletin issued by the seven wolves, as of June 2011, there were 3576 sales terminals in the company, and sales terminals increased to 3880 in September the same year, with a net increase of about 400 in 2012.

From last year, seven wolves

Chen Shuqing, general manager of Quanzhou Liuhe children creative industry Co., Ltd. said, "despite the decline in online retail sales over the past two years, it is undeniable that online retailing has become an emerging market that traditional industries can not abandon."

Network retailing

Price war or suicide

As for the rise of online retailing, Cao Fanghua, general manager of ideainside (Xiamen) creative marketing and communication agency, who serves many Quanzhou garment enterprises, analyzed that the high cost and big operation of traditional brands in the aspects of brand operation, channel construction and inventory management has virtually increased the selling price of products, and for consumers, they must pay for the cost of these intermediate links.

The online brand based on the network platform sales, the middle link cost is effectively compressed, so it can provide consumers with cost-effective products.

The price of a T-shirt for seven wolves is only 70 yuan, and the price below the line is usually over 200 yuan.

Cao Fanghua, for example.

In Cao Fanghua's view, "Internet retailing and traditional retailing" are actually different in mode of existence.

But after the traditional brands have launched online e-commerce, they continue to dilute the brand potential energy in price war and clear inventory. This, to a certain extent, has caused the traditional brand's "suicidal" behavior - the development of online market, the impact of the accumulation of brand image and brand potential energy under the line, and the destruction of the brand's sustainable development ability.

In addition, the industry also pointed out that at present, the tradition

Another brand

Sub brand and mother brand complement each other.

The industry pointed out that in the face of the contradiction between the aging of traditional brand image and the younger age of online consumer groups, and the contradiction between high value-added products and consumers' demand for cost-effective products, it is more appropriate for traditional clothing brands to introduce sub brands or sub series of young consumers in line with the Internet market.

For example, the "nine herding men's men's clothing" is designed to create a "new fashion" young Internet brand, which is a young online consumer who covers 25 to 35 years old. It effectively layouts the network market. On the other hand, it uses its strong supply chain advantages to avoid the huge impact of the online market on the offline market.

At present, the brand concept of "the dream will make everything better, I love, I am" has been spread and recognized, and to a large extent, it has formed a complementary and coordinated brand structure with the mother brand.