Traditional Clothing Brands Must Face New Channels Of E-Commerce

The Internet has become a kind of sales channel. The aggressive trend indicates that the electricity supplier channel will occupy the large sales space of the market, because it is convenient enough to go shopping without leaving home. It is fast enough, and the new European style can also be purchased synchronously in Asia.

Comply with the law of network channel development

According to the latest statistics from AI consulting, the size of China's clothing online shopping market in 2011 reached 145 billion 500 million yuan, of which C2C clothing network shopping market scale was 114 billion 900 million yuan, accounting for 79%; the B2C clothing network shopping market scale was 30 billion 600 million yuan, accounting for 21.0%., overall, 2011, the clothing network shopping market scale increased 61.1% than 2010, became more and more important.

In 2011, the number of online shopping users in China reached 187 million, an increase of 39 million compared with 2010, accounting for 41.6% of China's PC Internet users.

AI predicts that the proportion of Internet users in China will account for 50% of the total PC Internet users in 2013.

With the development of China's communication network and the progress of communication tools, the number of Internet users in China will also increase, and the proportion of people inclined to network consumption will also increase.

So how to deal with the development of e-commerce channels? The answer is that clothing brands should also do business, even traditional enterprises.

Today, the electricity supplier has become one of the sales channels. The aggressive trend indicates that the electricity supplier channel will occupy the large sales space of the market, because it is convenient enough to go shopping without leaving home. It is fast enough. The new model just released by Europe can also be bought in Asia. However, the channel of electric business is both a good wine and a poison to the brands.

As the operation director of the Grand Mercure in Paris, Chen Zhilong believes that the attitude of MATZOPARIS in Paris is basically cautious about conducting relevant market research and trying to develop new marketing models.

Of course, this is a long-term process, first of all, we must maintain the noble character of the brand.

In fact, with the emergence of these e-commerce websites such as Taobao and Xiu Xiu net, it brings more sales space to the marketing network of the market, but it also brings many problems and drawbacks.

First of all, the quality of products is questioned. As the channel of e-business, product quality assurance will become the most difficult problem. This is the consumer's doubts about the channel of e-commerce, and also the most troublesome source for brand dealers to face all kinds of flooding.

Secondly, the problem of online shopping's consumption ability and consumer groups, especially the high-end brands, when it is uncertain whether the consumer groups are in line with their product positioning, it is difficult to use their e-commerce channels to sell their products confidently. They worry that inappropriate consumer groups will affect the brand positioning.

Li Guangdou, a famous brand strategy expert, thinks that every brand has its own characteristics, and the enterprise has its own strategic objectives and specific environment, so there is no fixed single mode in the choice of channels.

For high-end brands, we should choose direct stores and experiential stores, corresponding shopping malls, specialized markets, agents, franchisees, etc., and low-end brands can choose shopping malls, large shopping centers, or third party e-commerce platforms to open up online trading market.

Channel selection is a major business event. Effective channel combination can bring benefits to the market while also conducive to the building of brand identity and the spread of brand image.

Like the well-known clothing brands in the country, MP, Semir and YISHION have their own direct stores or franchised stores. These stores and agencies form a good complement to each other, so that the sales mode can penetrate each other and can be adjusted quickly.

Touch net is

Evasion of misunderstanding and wisdom choice

Clothing brand e-commerce is actually a systematic project, which involves strategic planning, goal setting, human resources, marketing, supply chain management, customer relationship management, product development, logistics management, business process reengineering, network payment, network sales channel construction and standardized management, network marketing promotion, brand integrated marketing, online and offline sales system integration, etc.

Faced with this complex system of engineering, the traditional clothing brand lacks operational experience in this area.

Looking at some failed e-commerce cases, there are mainly the following situations: first, pursue the big and the whole, unilaterally pursue the big e-commerce, want to sell anything; two, too eager to make progress, so that haste makes no progress; the three is to bring the complex process of the traditional clothing brand to the field of e-commerce, which is inefficient.

In addition to being pointless, the traditional small and medium clothing brands still face the problems of high operating costs, unable to burn the clothing brand, big risk, "unable to give", "high cost of talent", and "no need for clothing brand".

Li Guangdou believes that the management and operation mode of E - commerce is very different from traditional brand, especially the operation mode of production and order sales.

This cake is delicious, but you can't digest it. You can't eat it.

The most serious problem is that clothing brands will tolerate their products selling their products in the form of "small profits but quick turnover" on the Internet. Pricing must be the most sensitive issue for clothing enterprises. This is not only related to product profitability, but also a protection to their traditional dealers.

It is precisely because of this, a phenomenon arises: from the risk of enterprise development, this strategy can not be said to be wrong.

"Encouraging consumption of inventories and restraining consumption of new products" can enable enterprises to get a useful digestion channel to reduce the burden of enterprises, and at the same time, because they are mainly based on stock products, they can be more flexible in price, so that consumers can get real good results.

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However, the crisis is also due to the fact that clothing companies have begun to lurk on a large scale.

The success of e-commerce in some enterprises is behind a more severe test, homogenization.

Now, you can log in to Taobao, and enter the word "fashion men's clothing" in the search column at the top of Taobao. Hundreds of thousands of records will appear in front of you. Brand and price can make you look at your eyes.

But as a matter of fact, when you open these products one by one, you will find a phenomenon: in addition to the brand LOGO on clothing, the price is different from anywhere else, and other places may be very similar.

This leads to a problem that consumers of Taobao can only take into account the two factors of "brand" and "price".

But there are several points to be made clear.

First of all, what I mentioned above is to find professional team outsourcing or third party platform, so that professional people can do professional things.

However, we can not exclude exceptions. Enterprises can also operate by establishing a relatively independent business operation system, which involves the management structure and distribution of responsibilities of enterprises, which may trigger deep changes in enterprises.

In short, it is better to divest the business channel.

The second is to balance the relationship between traditional channels and e-commerce channels, and how to formulate the pricing system and how to allocate the supply chain.

At this stage, the entity channel is still the main body of the market. For the traditional clothing enterprises, it is still necessary to "integrate the lines, stabilize the electricity providers".

It is worth mentioning that e-commerce channels can also convey the brand idea with the help of the information technology of the times. Because consumers can not feel the real products in person, consumers will understand products through product pictures, music atmosphere and video advertisements. These "soft" propaganda will be easier to combine with "soft" brands, and brands will also want to be silent like spring rains.

Behind the virtual network is a living society. People with the same or similar personality gather together, which provides a convenient way for the brand to find the target group.

I believe that with the integration and optimization of online and offline channels, there will be more Chinese brands going to the world with the building and spreading of brands.

In this regard, Guo Min, a founder of thousands of shops, believes that the traditional clothing brand is the death of electronic commerce, and the discussion on this issue has never stopped.

How to understand the fact that electronic commerce is dead or not is also a death sentence. To do e-commerce is to die. It means that the traditional clothing brands need to realize that the early promotion of e-commerce is a long process. In this process, we need to accumulate customers and publicize and promote websites. All these require a lot of money and manpower to invest, and the cruel competition in this area can only last until the end.

Traditional clothing brands will die in e-commerce, mainly referring to two aspects. One is that many of the traditional clothing brands come out in the process of manufacturing. They are generally lack of Internet genes. They are blind when they first enter, and do not understand the essentials of e-commerce.

Two is the traditional clothing brand facing the e-commerce clothing brand, it is easy to enter the blind area, resulting in the original insufficient funds to spend in the bottomless pit.

Three, many traditional clothing brands understand that e-commerce is to get a platform on the Internet to sell things, or simply to understand that it is to open shop on Taobao.

If you do not do e-commerce, it means death. It means that the characteristics of the information age will be continuously reflected in the next decade. E-commerce is an indispensable form of business in this era. Many large clothing brands have their own business platform.

"After the price becomes the consumer first influence, then comes the biggest crisis of product homogenization -- the endless price war between enterprises and the indirect cultivation of price sensitive customers.

These two things, I believe, are not the result that enterprises are willing to get. "

Guo Min thinks.

For the traditional clothing brand, as long as we plan the overall solution of the clothing brand e-commerce and implement it efficiently according to the plan, it is only a matter of time to succeed in e-commerce. If the clothing brand e-commerce fails to lay a good foundation and stride across the "Groundwork" step, it will definitely be a failure to directly sell the clothing brand e-commerce to the online store and sell the goods.

Although the electricity supplier channel is full of challenges and risks, the traditional clothing brand has great advantages in e-commerce. After all, the traditional brand has the unparalleled advantage in brand awareness. Besides, the traditional clothing brand has the inherent advantages of design, procurement and logistics.

Although the platform and channel way of e-commerce clothing brand operation are not the same, the experience of traditional brand clothing brand management and operation is also mature.

From the consumer side, online and offline are unified. Consumers need to buy online, buy from the line, buy from the line, and traditional clothing brands do more e-commerce. They are more channels for widening sales, and more legs for themselves in the market competition, and the two legs must run faster and more stable.