Jinjiang Garment Enterprises Encounter Net Sales Rules Calling For Breakout

"In Taobao, in the early stage of brand operation, the cost of attracting an effective user is 200 yuan".

The advertising fee of one day is no less than 2000 yuan. "The most common hosting team of the electricity supplier has a monthly custodian fee of 20 thousand ~5 million". When the foreign trade is frustrated, the foundry is not promising, and the wholesale market is depressed, many small and medium-sized clothing brands represented by Shishi, such as Quanzhou, have placed new hope on the electricity supplier.

However, when they enthusiastically poured into the electricity supplier, they suddenly discovered that the threshold of the electricity supplier seemed to be low, but not necessarily.

Taobao's resources are far more expensive than they imagined.

When they came down to their hearts and were willing to spend money on a bloody path, they found that they were walking deep into the deep water.

The "shroud door" has attracted the attention of career critics, and the "small two bribery" incident has brought many "hidden rules" to the surface.

And many of these "unspoken rules" that do not know what to do on the table can not stand on the table.

So, Ying Lin's D

After half a year's operation, the company closed the shop of Taobao, and the once brilliant Xiamen L clothing business rumor was lending money to earn a living everywhere.

When Taobao resources are gradually being grabbed by powerful brands, how much space do they leave to new and small brands? Can such small and medium sized brands still be able to kill the siege?

Is it a new hope or another fire pit?

This year, the external economic environment is bad, coupled with the impact of last year's warm winter "inventory", the clothing industry's overall market shrinkage, which is the whole garment industry has to face a ridge.

Against this background, for those small and medium-sized garment enterprises, the wholesale market is becoming more and more difficult. On the other hand, it is an increasingly prosperous online shopping market.

How does the electricity supplier thrive step by step? These small and medium-sized casual wear enterprises of Min faction have great experience.

"A few years ago, there were Amoy brands looking for our OEM. They went step by step, bigger and bigger."

Cai Qingchu, director of shoulder to shoulder, said.

By shoulder to shoulder, we have developed a fund for the Amoy brand foundry to more than ten thousand pieces.

At the Chiang River in Shishi, many of the enterprises in the national leisure pants have worked for the OEM brand.

They vaguely remember that when they first came to see the goods, no one thought that these unknown brands would one day monopolize the world and even compete with their offline markets.

And these Amoy brands, from the original must first pay the deposit, until now, also began to become strong, will default payment.

In many small and medium-sized clothing enterprises, the electronic business platform is a free platform, relative to the high rent, it is a very low threshold.

"Instead of scouring the brand for foundry, earning a little profit, it will have to be owed, rather than running the electricity supplier."

Mendiciu's sales manager Wang Yongyao's idea is the general idea of those small and medium-sized garment enterprises that begin to operate the electricity supplier.

Thus, in recent two years, especially this year, a large number of casual pants enterprises, represented by Mongol Qiu Qiu, house Lizard King and other brands, began to channel their electricity suppliers.

Theoretically, these enterprises have relative advantages in operating the electricity supplier.

First of all, the wholesale market under their own online has already had some stable consumer groups. Secondly, many years running the domestic market, they also have a good understanding of consumer habits and product trends.

However, the fact is not as easy as imagined.

Ying Lin's D casual pants business began to do business on Taobao last year, and the first they involved chose to outsource business to the third party.

However, in less than half a year, "no improvement has been made, and the complaints from the wired agents" have been stopped by the owner of D.

It is not just the brands on the line that have closed the door to Taobao. Xiamen's L clothing business is already a very mature brand. At the height of its peak, a bomb can be sold to tens of thousands of pieces. Now, however, for such reasons, it is still a high cost to borrow money from usury.

Taobao is expensive because resources are difficult.

What kind of platform is Taobao, even the electricity supplier? Why is it clear that it is almost free platform, but it needs such a high cost to maintain operation?

In fact, Taobao bazaar is indeed a free platform. Even Tmall's annual service charge is negligible for an enterprise.

In Taobao, what is really expensive is resources and hard rules.

Industry insiders Mr. Wang told reporters that first of all, Taobao's "hard and wide", Taobao has a KA framework agreement, at present, Taobao has done a good seller is basically signed this agreement, because there is a sign agreement is easier to go on activities.

In this agreement, the seller has to sign the advertising amount to be put into Taobao in the coming year, and at the same time, enter 10% of the margin. If it does not, it will need to deduct money. At present, the price of the agreement has basically been fired up to 3 million.

Secondly, it is Taobao's "through train", "Juhuasuan", "Diamond booth" and other resources. Through these resources, sellers can attract more traffic, but now there are too many people involved. "It's not the money that can be solved on the table," said Lin, a senior Taobao seller.

According to his introduction, he spent 30 thousand yuan to "dot" Xiao 2, and went on a "Juhuasuan" and sold more than 40 thousand pieces of products, so far this business has made him "memorable."

In the recent concern of Taobao's second bribery case, IT Time has exposed the black interests of Taobao's small business. Among them, businesses have bid hundreds of thousands of dollars for their activities.

So, small and medium-sized brands in Taobao may "do not bite people between fireworks", do it alone? Many industry insiders say, at present, an unknown brand does not want to go through Taobao promotion and live very well, the probability is very low.

Lin believes that in Taobao, no promotion means no traffic; no traffic means no business. "Then simply don't come in and play."

Another popular event recently was "shroud gate". After this incident, the "career Review Division" began to attract wide attention.

In the interview, Mr. Wang also revealed that they also encountered the "professional bad judge". "In the past two years, Taobao has issued many harsh rules for Tmall's businesses. For example, if the description of the product is more than 10%, it will be punished if it is not consistent with the actual situation; secondly, in Taobao, the reputation of the business is the most important, and the professional judges will seize the weakness of the business, buy the product, then give the bad assessment, then ask the merchant to pay for it, so as to eliminate the bad comment."

Under the strict rules of many "mesa" and many "hidden rules", many new businesses accidentally step on the mines, and no matter whether they are fined or punished, they can not be on the move, or even more severely shut down. This is a headache for new businesses.

"Basically, I have been punished for those casual pants enterprises that I have just begun to enter."

Mr. Wang said.

In view of this, to "afford to play" the rules of Taobao, we should not only be willing to throw money, but also have a professional team that is familiar with various rules.

However, talent is the pain of all electric business enterprises, "a customer service, just recruited two thousand or three thousand, less than two months, someone to dig, a price is five thousand plus commission.

The industry is developing so fast that every day there are a lot of new entrants. The first thing is the digging of new brands, so the talent prices in this industry are very high and people are very impetuous.

Mr. Wang said.

Embrace breakout to create "Jinjiang channel"

In fact, Taobao had to participate in various promotional activities, and had to be restrained by Taobao's passivity.

In addition to participating in Taobao's promotional activities, traffic can also be brought about by its own popularity or by the cluster effect.

Although these small and medium-sized clothing brands in Jinjiang are not famous, their brands are gathered in Jinjiang.

In this way, the brand effect can be brought about by the popularity of the region.

At the end of last week, the Communist Party of Jinjiang municipal Party Committee Propaganda Department held the theme of "e-commerce and industrial upgrading" in the eighth phase of corporate culture salon. Many senior business talents gathered together and collided with a new idea.

"

With the advantages of many brands, we can build a "good infinity" in Jinjiang.

On salon, Lin Sanshi, chairman of Agel Ecommerce Ltd of Xiamen Sanlian, put forward such an idea.

The so-called "good infinity", a popular explanation, is "some products that are not brand names, but after Taobao's heavy verification, the quality of the products is very good."

Baidu knows the description.

And the meaning of limitless is that it brings together unknown but good - quality products, and those who care about the quality of the new brand will be "naughty" through such a channel.

The brand of "good and unlimited" is close to the status quo of Jinjiang brand.

"At the same time, we will build" Jinjiang brand "on Jingdong, Dangdang, first store and other platforms. At that time, Jinjiang's industrial clusters will have the right to speak on these platforms.

Lin Shi Ti said.

The idea of Lin Shi style has been widely accepted by Zhang Jianfeng, general manager of the company, CEO technology of Zhao Tao, Xiamen and Agel Ecommerce Ltd.

They have further envisaged that the Hongshan cultural and creative industry park can attract e-commerce operators to enter, and attract e-commerce companies and talents through policies.

"As long as we have good policies and relevant supporting environment, we will still be willing to return to Jinjiang."

Bin Jie said.

They even suggested that a professional market could be built, similar to the wholesale shoe market in Hangzhou based on the vigorous development of e-commerce.

"In such a market, the whole building is stalls, and the small sellers and distributors will come here to pick up the goods. After the paction is reached with their consumers, the seller can directly deliver the goods to the buyers."

AI Shang network technology CEO Zhao Tao introduced.

In this way, gradually forming regional cluster advantages can help small and medium-sized brands to get rid of the passive action and attract talents to gather areas.