Brand Embrace, Realize Network Marketing Network

Nowadays, the discussion on e-commerce in clothing circles is becoming more and more intense. For the vast majority of enterprises run by physical stores, entering the network is both an opportunity and a risk. Even so, business executives have to struggle to take the first step of change and innovation. Next, the clothing net sales situation that we see at present: there are special new departments to build their own websites to build brand network channels, and directly enter the large-scale e-commerce platform.

In a word, so far, there is not an enterprise worthy of being promoted as a classic case in the field of clothing net sales. Therefore, the situation of the mixed fighting among the princes is hard to change at the moment. Recently, a lot of new breakthroughs have been made in the exploration of e-commerce in real enterprises. More and more local enterprises begin to join the network.

　　 Case 1

"South China Salt step underwear"

News playback: the salt step underwear industry in Foshan, Guangdong Province, which is made up of traditional channels, is preparing to build a collective platform named "South China Salt step underwear", with the exception of enterprises and brands themselves.

According to He Bingxiang, President of the Yanbu underwear Association and chairman of the Yanlian underwear group, as early as the end of 2003, it registered a network brand called rabbit Barbie. "More and more people are in love with online shopping. To get the batch of consumers, we must enter this channel. In 2010, the company opened its flagship store in Taobao, and it felt better for more than a year. Now we have also increased investment in the rabbit Barbie brand. The brand is a brand new product and is sold all over the Internet. According to the plan, it will be on the market in the near future. He Bingxiang said.

It is reported that Midea, Yi Manli Jia Lishi, Yi Ni and other Yanbu lingerie brands have set up flagship stores in Taobao Mall for network sales. After nearly 7 years of declaration, at present, the collective trademark of "Nanhai Yanbu underwear" is at the stage of publicity. It is expected to be formally approved by the SAIC in the near future.

He Bingxiang disclosed that relying on this collective trademark, Yanbu underwear association plans to build the brand e-commerce platform of the South China Sea Salt step underwear in the next 1 months, and the product will be provided by the Association member enterprises, and the products will be printed on the "South China Salt step underwear" trademark for network sales.

"First of all, we should consider using this platform to further polish the business card of Yanbu underwear, and also consider helping new brand enterprises grow rapidly." He Bingxiang said, because the brand awareness of the new brand has not yet been created, hanging the "salt step underwear" tag will help them in sales. In addition, the standard alliance of Yanbu underwear is also actively preparing for the establishment of state-level quality inspection center and underwear Museum, serving underwear enterprises.

On DIT

Chen Weiqiang, President of Yanbu underwear Association: there are nearly 400 enterprises in Yanbu, 60 brands, more than 20 well-known ones, and annual sales exceeding 6 billion yuan. At present, many salt underwear enterprises have many honors at the provincial level or above, and the visibility of the industry has been increasing. After the collective trademark has arrived, under the escort of the standard alliance and the collective trademark, we believe that the second spring of Yanbu underwear development will come.

　　 Case two

Wen Shang: packaging third party e-commerce marketing business

News playback: a few days ago Domestic The most popular business platform -- Tmall (Taobao mall) and the Wenzhou clothing trade union jointly held the "Wenzhou clothing business forum" and "Tmall and Wenzhou apparel special docking meeting" in Wenzhou. A dozen Taobao executives, such as Tmall investment director and clothing category, will explain the policy of Tmall merchants. Among the 120 garment enterprises in Wenzhou, more than 50 companies such as France and Jeni have been settled in Tmall. There are more than 70 small and medium-sized brand enterprises such as Xuan Xuan, Kuai Shuai, and OEM trading companies who want to transform into online channels for two business ventures.

On the occasion of the clothing special meeting, the 2 clothing brands "Dier Marge" and "nanwen dress" invested by Wenzhou people in Hangzhou introduced their business development path to the participating Wenzhou enterprises at the scene. The owner of the "de Marge" brand is a Cangnan native, originally dressed mainly in clothing. After the brand entered the Tmall platform in 2009, its sales volume is now at third of Tmall men's clothing, and sales of some single items reach more than 35 thousand.

According to the relevant personages of the Wenzhou clothing trade association, the docking meeting is a content of Wenzhou garment industry. At present, the chamber of commerce is integrating resources such as e-commerce service outsourcing third party organization, domestic electricity supplier platform, Wenzhou electric business marketing and logistics gathering venue, financial services and other resources. We hope to overcome the shortage of Wenzhou electric business starting late, and the overall business environment is poor, so as to accelerate the pace of garment enterprises to enter the electricity supplier.

according to Wenzhou clothing trade association It is envisaged that Wenzhou's small and medium-sized brand clothing enterprises will open up the way of electric business, and are ready to take the way of centralized operation. Enterprises will gather in an office area, and introduce e-commerce service outsourcing companies, logistics companies, personnel training, banks and other units to cultivate a new sales industry.

On DIT

According to Chen Qixiang, Deputy Secretary General of Wenzhou clothing trade association, recently, I am looking for Wenzhou downtown. clothing The site of the marketing center and logistics center of the electricity supplier is ready to let some small and medium-sized brands that are interested in starting the electricity supplier to work together to facilitate the sharing of resources such as information, talents, outsourcing services, logistics and so on, so that enterprises can rapidly carry out the operation of electric business at the right cost. In addition, I also made special trips to Shanghai and other places, approached the third party service providers, and other electronic business platforms besides Tmall, integrating these resources with Wenzhou's apparel industry.

Wu Nanyou, member of the CPPCC National Committee: there are only 1500 traditional retail enterprises in Wenzhou. Wenzhou The number of manufacturing enterprises such as shoes and clothing is 5%, and the e-commerce atmosphere of Wenzhou online retail is far from enough. Jiang Shenshen, a member of the business community, mentioned in the proposal to speed up the development of e-commerce in Wenzhou (clothing). Wenzhou is in urgent need of a gathering center for electric business. From talent to service companies and logistics introduction, this can speed up the development of enterprises in the business sector.

Zheng Chenai, chairman of Wenzhou clothing trade association and chairman of Wenzhou clothing business union, hope that the government can refer to the relevant e-commerce support policies promulgated by Hangzhou and Shanghai, foster the environment and talent introduction policy of Wenzhou's electricity supplier development, and at the same time start the operation center and logistics center of Wenzhou electric business.