What Should We Do In High-End Brand Clothing On The Internet Market?

E-commerce must be the future direction of development, but many domestic electricity providers still remain in the realm of selling outdated goods and discounted goods. They are still attracting the attention of netizens at low prices. The platform and service advantages of the e-business have not been well reflected, and the user experience is not good. Well, Middle and high end clothing brand What kind of net sales mode should be chosen?

The application report of China's apparel industry in 2011 shows that in the second quarter of 2011, the scale of China's online retail market reached 192 billion 400 million yuan, of which clothing sales reached 44 billion 500 million yuan, an increase of 8%, an increase of 68.9% over the same period last year. Clothing is undoubtedly the most popular online shopping product. Under such a big trend, the high-end brand clothing enterprises gradually extend from "entity battlefield" to "virtual battlefield", and their awareness of applying E-commerce has been leaping qualitatively. A large number of traditional high-end clothing brand enterprises such as Shanshan, Lining, Taiping bird, Ordos, YOUNGOR and so on have entered the field of network sales. But the traditional clothing enterprises are not smooth sailing in the process of touching the net. Because of its profit, it is difficult to guarantee the decisive stop of the operation of BNP. It became the first traditional clothing company that announced the outage of e-commerce business.

E-commerce must be the future direction of development, but many domestic electricity providers still remain in the realm of selling outdated goods and discounted goods. They are still attracting the attention of netizens at low prices. The platform and service advantages of the e-business have not been well reflected, and the user experience is not good. Then, what kind of net sales mode should middle and high end clothing brand choose?

Net sales challenges of high-end brand clothing

The high-end brand clothing is keen on net sales. First, we must grasp the future development trend and seize the new channels. Two, the gross profit of the products is high, the unit price is relatively high, the quality is light, the volume is not large, and it is very suitable for online retailing. The three is that the retail channel can reduce the channel cost through the network retail, so that the clothing can be sold at low cost; moreover, the fashion trend requires that the high-end brand clothing enterprises should follow the market situation in real time, anticipate the change of the customer's needs, and react quickly to the customer's requirements. Therefore, the traditional high-end brand clothing enterprises have accelerated the pace of e-commerce.

At present, there are more than 5000 traditional clothing enterprises on Taobao alone, which carry out online direct selling through different forms. According to another data, more than 75% of the brand clothing enterprises have touched the net. However, how many successes are there behind the gorgeous data? It is not necessarily easy to be familiar with e-commerce in the traditional market. The traditional high-end brand clothing enterprises enter the electronic commerce, generally will encounter the following problems:

1. original agent, franchising channel and network channel "crash". The traditional marketing mode of medium and high end brand clothing enterprises is mainly based on agency and franchising. If we want to realize the mode of direct e-business in e-commerce, the interests of agents and franchisees will not be guaranteed, which may trigger a sharp change in the existing channels, and lead to the loss of agents.

2. the price and age of existing products do not match the audience of Internet sales. The Internet consumer group is represented by the post-80s generation. It has the characteristics of being younger and fashionable, and at the same time, it may have a general economic foundation. Therefore, high-end suits and women's clothing are not suitable for online sales because of their customers' age and product pricing. However, if the high grade suit enterprise adopts online ordering, offline door-to-door customization and door-to-door service, it can be used as a way to deal with product pricing, but age is still a threshold.

3. product size standardization and chromatic aberration problem. Due to the problems of fabric, processing technology, type and manufacturer, the size of the product can not be strictly standardized. At the same time, even if the size of the product is standardized, because of the different sizes of each person, there will still be some size problems and need to be dealt with in the after sale service. At the same time, because the same product uses different batches of fabric, there will be a certain chromatic aberration problem, and the product image and the actual product may also produce chromatic aberration in the shooting process.

4. supply chain capability. Because of the long production cycle and the high cost processing mode of medium and high end clothing products, how to improve the customer demand satisfaction rate in supply chain, speed up the supply chain turnover and enhance customer service response capability under the e-business mode will also be a problem faced by garment enterprises.

5. refund and after-sales service. The return, repair and responsibility identification of clothing products can not avoid some disputes under the traditional operation mode. Under the e-business mode, if the service requests fail to respond in time, the weaknesses of the enterprises will be exposed by the Internet. This will also be a test for the service ability of middle and high-end clothing enterprises.

6. organizational structure and resource protection. The development of e-commerce requires a dedicated operation team, continuous technology and capital investment. The height of e-commerce in the operation of enterprises will determine the resources input of enterprises. And e-commerce projects with insufficient resources will basically end up with no end. At the same time, the resources of enterprises are limited. If we need to invest a lot in e-commerce, it may affect the development and survival of existing marketing channels.

Net sales mode selection

From the above problems, we can see that although the high-end brand clothing enterprises have extensive market prospects to develop e-commerce, they are also facing many problems. Moreover, some problems can not be avoided and thoroughly solved, just like traditional channels can not solve the problem of regional fleeing, but this does not mean that only one election can be carried out on line and line. In fact, conflicts can be solved and weakened gradually. In order to break the conflict with traditional channels, the strategy of Taiping bird is to implement brand segmentation and product segmentation. The products of Taiping bird are divided into online marketing products, offline promotional products and some limited products. Among them, online sales are aimed at launching two to three online marketing brands on the online market.

From this we can see that more problems can not stop the pace of high-end brand clothing entering e-commerce, the core is to find a suitable development mode, so that many problems can be effectively avoided.

1. brand new network direct selling mode. BONO originally has considerable brand influence in the traditional mode. It has the capability of complete production, R & D, process and quality control. It is the most viable e-commerce mode in garment enterprises to adopt the brand new mode of investment, combine with the original custom tailored business and expand the customized business to the online customization of sporadic customers.

2. brand authorized electricity supplier mode. As early as in 2005, Lining authorized some of its products to sell to Taobao, eBay, a professional Internet sales company, mainly selling its inventory and unsalable products, and achieved good results. This mode is the lowest cost mode. It can directly sell online on the third party platform, and authorize the Internet sale right of the brand to the professional network operation team, and use the internet professionals to carry out online sales activities. This mode can also be considered as a continuation of the traditional agency mode on the Internet.

3. special price (inventory) merchandise business mode. This pattern is similar to the previous one. The only difference is that all Internet sales work is done by its own team, and the products it sells are mainly on special (inventory) products. Through the company's own B2C website, you can also use the third party sales platform (Taobao, eBay) for online sales.

4. the overall mode of electronic commerce of goods. GAP is one of the largest apparel companies in the United States. It uses the complete logistics distribution and service system of the United States. With its large number of Internet users, its full line products are sold online on the e-commerce website of GAP. Because its traditional marketing channels are mainly professional retailers like WAL-MART and there are not many intermediate agents, there is no problem of channel conflict.

Middle and high-end brand clothing network marketing strategy

The appropriate mode will boost the healthy development of enterprises. But for the middle and high-end clothing enterprises, how to achieve rapid breakthroughs in the new market, so as to maintain and even expand the overall market share?

Product strategy: original design speed to win

In order to break through the online shopping market rapidly, the traditional high-end clothing enterprises must make changes in product design and development. The product update speed of the network brand is not the line brand, for many lines under the big brand, a year is only two or three series of new items, but in the online shopping market, consumers want to see the new, more special things, who can meet their needs, who can occupy their heart in the competitive market. For example, Martha Marceau adopted the ZARA strategy to quickly imitate the international major design. In the 2010, we began to design a series of clothing styles, updated every Monday series and 20~30 new models of each series.

Therefore, while ensuring the quality of products, the high-end brand clothing needs to improve the speed of original design, speed up the pace of product updates, and multi style and multi category to meet the changing needs of consumers.

Marketing strategy: innovative network marketing tools

From offline to online, the traditional marketing strategy has obviously not adapted to the new market environment. Only by innovating the means of network marketing can we stand in the red sea of the brand, such as Lin, and get the favor of consumers. For example, when Lining launched the official mall, he set up a digital marketing department, which is responsible for communicating with the netizens of the major network communities, promoting brand culture, organizing customer participation in product evaluation and group outing. This is an important measure to closely follow the Internet word of mouth and brand communication. It can not only convey the latest information of the enterprise, but also gather customers' ideas and suggestions, so as to guide the direction of product development and design. Lining's planned "InnerShine discovery trip" activities attracted a large number of female fans to participate, and achieved tremendous brand influence. Earlier, the sale of "Lining shoes" was also the result of successful social marketing.

Martha Maso combined with the dragon and Tuo interactive for large-scale testability promotion, and tested the effective media in the whole country, then selected the most effective ideas, channels and forms of expression. Through real-time data analysis, the advertising adjustment was carried out, and the shortest adjustment time could be accurate to every minute. If the newspapers, TV and other media are placed offline, the shortest adjustment time will take half a month.

Whether online communication, online or offline activities, or testability promotion, its core strategy is to interact with consumers. But in fact, many middle and high-end clothing enterprises still adopt one-way enterprise oriented publicity and promotion, and do little for consumers' reverse interaction. They only stay at the initial stage of setting up the message and evaluation function on the website. Real interaction requires consumers to fully participate in the many aspects of brand development from product design to sales. How to effectively integrate the individual needs of consumers with mass production and sales is one of the important directions for the future clothing brand development. Personalization does not necessarily mean high cost. Japan's Muji has passed. Internet sales The way to let customers participate in product design has provided a good reference for garment enterprises.

Experience strategy: making consumers happy

Details determine experience, and experience determines the probability of customers' purchase decisions and repeated purchases. Middle and high-end clothing brands are different from small brands, and consumers' expectations are higher. Good experience is more important. In the current high cost of marketing reality, the acquisition cost of new users from 20 yuan in 2008 to the current 150? 200 yuan, loyalty means less marketing costs.

To keep users loyal, user experience is the first element. User experience is divided into products (authentic, low price, Qi Quan), convenience of the front end shopping process, and the distribution and after-sale service after the end of the order. E-commerce has undergone more than ten years of development, and the competition between products and front-end has been getting smaller and smaller. However, if consumers use mouse to point to product images, they can enlarge the local details of products, view multi angle photos, and have detailed product information, user evaluation messages and interactive records below, which greatly shorten the time for customers to click and browse other information, and use a web page to express a product's omnidirectional information, which is obviously more and faster than shopping in physical stores. Obviously, this will increase consumer stickiness. However, the biggest difference in user experience is the distribution at the back end. For example, UNIQLO has begun to rely on Feng's logistics to enhance its logistics service. This logistics channel specially built for e-commerce can obviously improve the speed and service of arrival.

Besides, the pleasant consumer experience also includes fast and safe online payment, online answering and after-sales service. So in summary, the reason why consumers choose online shopping is to be more fast and better -- more product information, faster pre sale and after sale service, better shopping experience and more shopping cost. If these four points are regarded as the key elements to create user experience, the high-end brand clothing enterprises will improve the stickiness and repeat purchase rate of online shopping users.