Jingdong VS Suning VS Gome Performs "Three Kingdoms Killing" And Reflects On The Impact Of E-Commerce On Clothing Industry

August 15 is a magical day, not only because it is the 67th anniversary of the victory of the War of Resistance against Japan, but also because friends have changed their greetings from "have you eaten" to "have you bought home appliances", "today, some people forget to go online to buy home appliances". Everyone online and offline is talking about one thing: go to Jingdong or Suning or Gome to buy home appliances? Even an old friend who seldom appeared on the Internet suddenly sent a message to Xiaobian. When I opened it, I saw that it was a computer in Jingdong Mall. Even this old friend came out to "buy home appliances". Xiaobian could not help sighing: this advertisement is well done, cost-effective, and covers a wide range of people. Just using words on Weibo has been done throughout China.

　　 online retailers Performing the real "Three Kingdoms Killing"?

On the morning of the 14th, Liu Qiangdong, CEO of Jingdong Mall, sent three messages on his Sina Weibo. Liu Qiangdong said that all the stores in Jingdong Mall will maintain zero gross profit in the next three years, and "ensure that they are at least 10% cheaper than Gome and Suning chain stores". In addition, JD will recruit 5000 price informants nationwide to verify the price of household appliances in stores. At the same time, Jingdong Dajiadian delivery will achieve "211" time limited delivery by the end of August. Liu Qiangdong's microblog immediately caused Suning to fight back. Suning Easbuy claimed on its microblog that the price of all products, including household appliances, must be lower than that of JD. Gome later said that from 9 o'clock on the 15th, the prices of all products in Gome's online mall will be 5% lower than that in Jingdong Mall, and from this Friday, more than 1700 Gome stores will maintain the same price online and offline for the convenience of different consumer groups. These three price wars are like a realistic version of "Three Kingdoms Killing", but in my opinion, the ostensible three stores may be behind the "harmony".

Yesterday, there were statistics on different goods in the price war on the Internet. I found that many products had quietly increased their prices before the "Three Kingdoms Killing". By last night, it was hard to tell which of the three gave consumers the most preferential price. Many netizens also indicated on their microblogs that many low-cost goods could not be bought at all. In addition to the "nefarious" promotion price, the e-commerce price war was also mixed with public opinion. Jingdong Mall Liu Qiangdong takes his own microblog as a position to constantly shout slogans to stimulate opponents and attract media attention; Li Bin, vice president of Suning Yigou, also refused to be outdone on Weibo and became the target of the media. During the war, various negative news emerged: first, Haier stopped cooperating with JD, and JD refuted rumors; Then it was reported that Suning withdrew early, admitted defeat and stopped following the price war. Suning denied the rumor again. Then, Jingdong said that Suning had no money to play and wanted to find people to raise money to fight a price war. Then, Liu Qiangdong made a guest micro interview on Sina Weibo. The result is that the traffic of the three websites has soared. Whether it is Jingdong or Gome Suning, they have really caught fire.

In this price war, e-commerce professionals mostly hold a "smile without saying" attitude: in the e-commerce industry, except for capital chain breakage and fake goods, everything else is not negative news for e-commerce. So let's make a bold assumption that the last three countries in the Three Kingdoms Massacre are all winners. The soaring number of visitors to the website is enough to show the great influence of this event, which is a clever marketing.

In contrast, when will the industry go out of the routine of "wine is not afraid of deep alley"?

In contrast, our clothing industry has not seen a big move when the e-commerce industry is popular. Jingdong Gome Suning used the price war to implant its brand into almost everyone's mind. Why don't we use this marketing strategy for reference to add fuel to ourselves and create a sensation when the industry is not booming?

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Driven by the tide of informatization and networking, as an active application of information technology in the field of trade, the scale and scope of e-commerce have expanded dramatically, and its influence is constantly penetrating and spreading to various industrial fields and social levels, especially in the field of international trade.

1、 Electronic Commerce and Its Application in Garment Enterprises

ICC's definition of e-commerce is the most authoritative, that is, e-commerce refers to the electronic realization of the entire trade activities. Its extension can be defined as: any form of commercial transaction conducted by the parties to the transaction in the form of electronic transaction rather than face-to-face exchange and direct interview. Its business activities include: information exchange, pre-sales and after-sales services, sales, electronic payment, transportation, the establishment of virtual alliance enterprises, business methods that companies and trading partners can jointly own and operate.

Electronic commerce is the inevitable development of international trade. With its advantages of convenient transaction, low cost and fast speed, it shows great vitality and broad development prospects, and has been accepted by more and more enterprises.

The proportion of garment enterprises participating in e-commerce is growing rapidly. According to the survey at the 2003 Canton Fair, 80% of enterprises carry out e-commerce themselves or participate in third-party e-commerce. The mode is mainly B2B, which has increased significantly over the previous years. But generally speaking, the actual effect and process of e-commerce in China's garment enterprises are still not ideal. Although a few large garment enterprises have made outstanding progress in e-commerce applications, some small and medium-sized garment enterprises are slow to develop, and only stay at the superficial level. Most garment enterprises' e-commerce mainly focuses on information exchange, supplemented by online transactions. Its enterprise website is mainly used to release goods and service information. The update speed of the website is slow, and there are few deep level e-commerce applications such as business negotiation, contract signing, online settlement, etc. E-commerce has not yet become a necessary means of enterprise marketing.

2、 New Features of Clothing Enterprise Competition in the Era of Electronic Commerce

With the development of e-commerce, new changes have taken place in the competitive environment of garment enterprises. Information has become the most important resource for enterprises, and the information element has become a crucial new competitive element beyond the three traditional production elements of labor, capital and technology. If garment enterprises can gain advantages in information competition, they will improve their core ability to gain market share and compete for profits. The rapid response of enterprises to the market has become a new competition rule, and the speed has become the key for enterprises to win the competition. In addition, the e-commerce environment gave birth to "virtual alliance enterprises" and quickly became a new international trade business entity. Its emergence has prompted the competition mode among garment enterprises to change from the competition of a single enterprise to the competition based on the whole supply chain. Electronic has become the main means of competition, and the competition mode has also turned to deeper cooperative competition, that is, cooperation for competition.

3、 The Influence of Applying Electronic Commerce on Garment Enterprises

The use of e-commerce has improved the information competitive advantage of China's garment enterprises, and to some extent solved the information asymmetry and information uncertainty, which are specifically reflected in the following aspects:

1. Create more trade opportunities. Under the traditional trade mode, both the buyer and the seller must pay a high price in order to find a suitable trade partner. The openness and global characteristics of e-commerce have created more trade opportunities for garment enterprises, which can not only save a lot of manpower and material resources, but also not be limited by time and place. E-commerce has a global market without geographical boundaries, and commodity information is more transparent. On the one hand, garment enterprises can build a global business marketing network by setting up their own websites or relying on the e-commerce platform for international trade to provide potential customers worldwide with supply and demand information about products and services, so as to obtain a global, timeless business space; On the other hand, garment enterprises can actively search various economic and trade information online to find ideal trading partners.

2. Significantly reduce transaction costs. Compared with domestic trade, the number of documents in international trade is large and the processing cost is high. In the traditional international trade business, because of the participation of a large number of intermediaries, the purchase price of foreign importers is often five to ten times the delivery price of domestic manufacturers. International trade through e-commerce can not only save about 90% of document processing costs, but also shorten the time of document submission, settlement and remittance, speed up capital turnover and save interest expenses. In addition, through online transactions, a large number of intermediate links can be reduced, so that buyers and sellers can directly conduct business activities through the network. The transaction costs are significantly reduced, and the cost advantage is very significant. At present, many international trade e-commerce platforms directly integrate the supply and demand information of Chinese production or export enterprises and foreign importers on the Internet, allowing them to trade directly on the Internet. Thanks to the reduction of intermediate links, Chinese export enterprises and foreign importers have gained substantial benefits.

3. Greatly improve transaction efficiency. In traditional international trade, all procedures, including signing contracts, negotiation, customs declaration, chartering and warehouse booking, insurance, payment and settlement, must be manually participated in. The transaction efficiency is low, the error rate is high, and the time is limited. While using e-commerce to carry out international trade, the buyer and the seller can adopt standardized and electronic format contracts, bills of lading, insurance certificates, invoices and bills of exchange, letters of credit, etc., so that various related documents can be transferred instantaneously on the Internet without time constraints, greatly saving the transmission time of documents. In addition, it can effectively reduce various errors caused by manual repeated entry of data in paper documents, significantly improve transaction efficiency and business processing flexibility, and bring more convenience to customers.

4. Change the traditional operation and management mode. The operation pattern of traditional trade is dominated by one-way logistics, while e-commerce has realized a new strategy based on logistics, with information flow as the core and business flow as the main body. That is to say, providing import and export agency customs declaration, commodity inspection, warehousing and transportation on the computer network as the carrier of the whole service system, providing network members with trade information consultation, bonded display and warehousing of imported products, advertising and other services, establishing agent sales networks around the world, and creating business opportunities for manufacturers and garment enterprises, And provide post transaction services. This business strategy integrates various traditional trade modes such as agency and exhibition, introduces the main processes required for import and export goods such as market research, international marketing, warehousing and customs declaration, commodity inspection, etc. into the computer network, and provides all-round, multi-level, and multi angle interactive trade services, which not only eliminates the material, time The restriction of space on both sides of the transaction has also promoted the deepening development of international trade.

The effective use of information has become an important means for garment enterprises to enhance their competitiveness in the new economic model. China's garment enterprises should seize the business opportunities brought by the development of e-commerce, actively adjust countermeasures, and improve their competitive advantages.

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4、 E-commerce technology clothing Industry applications

1. Choice of e-commerce platform

The development process of e-commerce platform in the clothing industry is from presentation to transaction. In the 21st century, most businesses have begun to implement the transaction of e-commerce. Even clothing enterprises operating traditional channels will, on the one hand, establish official websites to display their corporate image, and on the other hand, use third-party malls to do online retail.

At present, there are many shopping websites. For the clothing industry, most of them are still sold on third-party platforms. For businesses, Taobao Mall is the first choice. While domestic Dangdang, Jingdong and Red Boy have begun to focus on the sales of the clothing industry, and the future clothing industry sales platform will inevitably face a fierce battle!

2. E-commerce of traditional channels

On the one hand, in addition to the store sales, the clothing industry merchants began to try to graft the traditional channels into e-commerce, but in order to avoid conflicts with the price system of the traditional channels, they would put the products with broken codes and numbers or unsalable products from the traditional channels on the Internet for sale, because the products with broken codes and numbers or unsalable products from the traditional channels, It is a regional concept, which does not mean that there will be no consumers in the national market, so putting it online is a demand of the long tail theory!

In order to adapt to the development of e-commerce, some brands in traditional channels specially develop online marketing products, so as to borrow the brand influence of traditional mature channels without affecting the price system of offline products. Instead, they plan online marketing products specifically to meet the demand of online consumer groups for high-quality and inexpensive products.

3. Network E-commerce of Online Transactions

The online trading volume of clothing products on the Internet was very small before 2005, mainly due to distrust. There is no electronic era for online transaction. Although the product is online negotiation, the payment is made offline. Instead, the transaction of funds is completed through the physical bank, so as to complete the transaction of clothing products.

After 2005, the full maturity of Alipay and online banking technology finally enabled online transactions to be fully electronic, which was a milestone in promoting e-commerce transactions in the clothing industry, with online clothing transactions exceeding 15 billion yuan.

Third party payment products are also keeping pace with the times. The establishment of online payment platforms such as Fastmoney, Yibao, Tenpay, and Ampay has given clothing online traders and consumers more options for transaction payment means!

4. New product development and inventory management in e-commerce era

The effective ERP management system has become the consensus of the clothing sales industry. In a word, the clothing ERP system is a system for effective sharing and utilization of clothing enterprise resources. ERP fully collates and effectively transmits information through the information system, so that enterprises can purchase, store, produce, sell, people, finance Materials and other aspects can be reasonably allocated and utilized, so as to improve the efficiency of enterprise operation. The successful implementation of clothing ERP system can realize the management of the entire enterprise supply chain, reduce inventory, improve capital utilization and control business risks; Control product production cost and shorten product production cycle; Improve product quality and qualification rate; To reduce the amount of financial bad debts and bad debts.

Therefore, the clothing industry has made a major breakthrough in e-commerce. One is that the traditional channels rely on ERP system, and the other is that online transactions rely on the mall system. The development of these two technologies enables garment enterprises to track the market situation in real time, predict changes in customer demand, respond quickly to customer requirements, and provide customized products for customers at the price of mass production, so as to maximize market benefits. And e-commerce, through the investigation of user interest and the collection of customer feedback information, just provides a low-cost technical means for enterprises to achieve this goal.

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5. Evaluation system

The reputation of the clothing industry after product trading has grown geometrically on the Internet, whether it is good or bad. Therefore, there are special consumer word-of-mouth websites on the Internet, such as Dianping.com, WOM, Minxing.com and Ganji.com.

The birth of these websites is conducive to garment enterprises to find their own advantages and disadvantages, so as to improve product quality and internal service level.

With the development of e-commerce, garment enterprises pay more attention to the feelings of consumers. In the world of Internet Datong, consumer praise is undoubtedly an advertisement that is hard to buy.

6、 How to solve the problem of clothing e-commerce sales service

1. Industry conventions

At present, the rule that the clothing industry generally abides by in the online marketing process originates from the concept of the traditional industry, that is, return and exchange with quality problems, and return and exchange without quality problems are not allowed.

However, this rule has been challenged in the e-commerce of the clothing industry. Due to the lack of physical objects, disputes arise due to the inconsistency between the displayed goods and the received goods.

2. Enterprise standard of brand

In order to adapt to the problem of selling clothing in e-commerce, more and more clothing enterprises have proposed the unconditional return and exchange rule, which is beneficial to consumers and improves the competitiveness of brands in e-commerce.

However, the following problem is the cost. Whether the manufacturer or the consumer bears the freight, this will increase the burden of one party.

3. Proximity principle

In order to solve the problem of clothing sales in e-commerce, clothing enterprises in traditional channels proposed the principle of proximity, purchase in different places and exchange locally, which solved the problem of freight costs.

Taobao also began to enter physical stores in 2010, and yes tao began to set up stores in major cities across the country. From e-commerce to traditional channels, from traditional channels to e-commerce, this is also a feature of the staggered operation of the clothing industry. This combination of entities and networks is more conducive to solving the problem of after-sales service!

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6、 The Road of China's Garment Industry to E-Commerce in the International Context

1. Target positioning of consumer groups

China has a vast territory and great differences in development levels; The per capita GDP of the three most developed cities in China, such as Beijing, Shanghai and Shenzhen, is more than 10 times that of Tibet. Therefore, it is not only the traditional channel clothing industry consumer group positioning began to differentiate, but also the e-commerce of the clothing industry.

On the C2C platform, consumer groups are still positioned at ordinary wage earners or low-income groups who prefer low prices, while brand malls, such as Massamaso, Lamus and other brands have begun to position themselves at the middle and high end.

In the following five years of e-commerce in the clothing industry, the positioning of consumers will be more differentiated and personalized.

2. E-commerce channel alliance

In the clothing industry, e-commerce has started channel alliances and integration. At present, Taobao and national city portals have started mutually beneficial cooperation, and some brand malls have also cooperated with shopping websites through CPS and rebate models. These channel alliances are win-win or even multi win.

Channel alliance is more helpful for consumers to get the latest clothing product information on their favorite websites. Moreover, shopping websites will give consumers some rebate after shopping through negotiations with clothing suppliers, which is more conducive to consumers' repeated purchases!

3. Communication and promotion means

The e-commerce of clothing is still inseparable from communication. Since consumers are mainly online shopping groups, you should start online communication. Your brand determines your promotion media. You can go to the corresponding website to promote your clothing products according to the age level and preferences of the consumer groups you target.

8、 The technical take-off of the future e-commerce of the clothing industry and the zero distance docking of consumers

1. 3D technology development and application

The clothing industry is a special industry. Guests must go through sensory cognition when buying and testing clothes. Therefore, the clothing industry needs special technical support and more professional software to develop e-commerce. The most difficult thing is how to let customers buy clothes on this website without any sense of awareness. E-commerce needs to constantly solve such problems to attract customers to buy products and develop e-commerce in the clothing industry.

However, with the research of 3D technology, it is expected to solve the problem of consumers' trying on clothes, because the development of 3D technology will make clothing stores three-dimensional, and enable consumers to carry out virtual trying on through computer means, so as to solve the obstacles to the greatest extent!

2. The development process of network fitting

In the clothing industry, the problem of fitting was almost solved manually, and the purchase was completed under the guidance of online customer service. Until now, online shopping, this method is still popular.

At present, a lot of small software has been developed for online clothing fitting, such as automatically generating measurement data, but these are not very accurate.

Therefore, IT technicians from all countries have begun to study 3D technology in the clothing industry, which is expected to break through this problem!

3. Try on is no longer an obstacle to trading

Today's B2B, B2C, C2C and other models of shopping websites are all flat. But imagine what it would be like if you entered the virtual online mall and each store and product were clearly displayed in front of you, and all products could be dynamically displayed? When you come to the clothes you need to know or buy, you can know the properties, prices, manufacturers and relevant parameters of the clothes just by putting the mouse on it. After clicking, you can call up the interactive 3D display model of the clothes, a new 3D fitting experience. At this time, fitting is no longer an obstacle for you to trade.

Nowadays, more and more famous brands, even well-known luxury brands, have begun to perform virtual fitting on the Internet. For example, LV and Alexander McQueen's shows have appeared on the Internet; Burberry, a famous British brand, has an online magazine; Rugby Ralph Lauren, a famous American clothing brand, launched a virtual fitting system.

Summary: E-commerce technology enables the clothing industry to regain its vitality

For the clothing industry, the concept of e-commerce should include information flow, capital flow, logistics and online transactions. However, due to the fact that electronic signatures, electronic records, electronic documents, etc. have not yet become valid evidence confirmed by law, and the non contact between enterprises, many enterprises or consumers dare not make capital payments online. Therefore, in order to create a relaxed and prosperous e-commerce environment, we must solve the developing problems such as transaction means and integrity through legislation. In addition, textile and clothing enterprises should also base on the characteristics of the industry, in addition to doing a good job in online display, strengthen the following liaison, services and other work to achieve better results.

However, with the development of online payment tools, the application of 3D fitting technology, and the promotion of the Internet of Things, e-commerce technology will enable the entire clothing industry to regain its vitality in the economic downturn, and more consumers will recognize online clothing purchases and complete online payment.

The development prospect of online e-commerce has attracted a large number of consumer brands in traditional fields to join“ Online shop ”From the ranks of. This not only expanded the marketing channels, but also cultivated a large number of online original brands, and strengthened its own brand building. Moreover, the development of brand enterprise websites and e-commerce has become the future trend.

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