New Breakthrough In Clothing Sales: Brand Enterprise Alliance Network

Now, about Clothing circle The discussion of electronic commerce 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 short, clothing so far Net sales area There is not a company worthy of being promoted as a classic case. Therefore, the situation of the fighting among the princes is difficult to change. Recently, many new breakthroughs have been made in the exploration of e-commerce in real enterprises, and more and more local enterprises begin to start. Alliance Network ...

Case 1

"South China Salt step underwear"

News replay: Guangdong province Foshan salt step underwear industry by traditional channels, in addition to enterprises and brand itself test water e-commerce, is to build a "Nanhai salt step underwear" named collective platform, the network sales.

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 Macy, Yi Manli, Jia Lishi, Yi Ni, and other Yanbu lingerie brands have opened 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, the most popular e-commerce platform in China -- 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. 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 spanform 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 the assumption of the Wenzhou clothing trade association, the clothing enterprises of Wenzhou small and medium-sized brands are exploring the way of electric business, and are ready to take the way of centralized operation. All enterprises gather in an office place, and introduce the service providers, logistics companies, personnel training, banks and other units to cultivate a new sales industry.

They said

According to Chen Qixiang, Deputy Secretary General of Wenzhou clothing trade association, recently, I am looking for the marketing center and the logistics center of the clothing business center in Wenzhou city. I am ready to let some small and medium-sized brands who are interested in starting the electricity supplier to work together to facilitate sharing information, talents, outsourcing services, logistics and other resources, so that enterprises can quickly 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 less than 1500 traditional retail enterprises in Wenzhou, accounting for 5% of the number of retail enterprises in Wenzhou, such as shoes and clothing, and so on. Wenzhou's online retail e-commerce atmosphere 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.