E-Commerce Becomes One Of The Clothing Sales Channels

E-commerce has become distribution channel First, the aggressive trend indicates that the e-commerce channel will occupy a large sales space in the market, because it is convenient enough to "go shopping" without leaving home, and it is fast enough to buy new models just launched in Europe and Asia at the same time. However, despite this, the e-commerce channel is not only a good wine, but also a poison for brand merchants.

The second is the problem of online shopping's consumption capacity and consumer groups, especially high-end brands. When they are not sure whether the consumer groups meet their product positioning, it is difficult to use e-commerce channels to sell their products with confidence. They worry that the unsuitable consumer groups will affect the brand positioning.

Each brand has its own characteristics, and the enterprise also has its own strategic objectives and specific environment, so there is no fixed single mode in channel selection. For middle and high-end brands, direct stores, experience stores, malls, professional markets, agents, franchisees, etc. in corresponding positions should be selected. For low-end brands, supermarkets, stores with large population flow, or third-party e-commerce platforms can be selected to open online trading markets. The choice of channels is a major event for businesses. An effective channel combination will not only bring market benefits, but also benefit the construction of brand unity and the spread of brand image. For example, the well-known clothing brands in China, such as Meibang, Sima and Yichun, all have their own direct stores or franchise stores. These stores and agency stores form a good complementary role, so that the sales model can penetrate each other and can make healthy and rapid adjustments.

E-commerce for clothing brands is actually a systematic project, involving strategic planning, goal setting, human resources, marketing, supply chain management, customer relationship management, product development, logistics management, business process reengineering, online payment, online sales channel construction and standardized management, online marketing promotion, brand integrated marketing Online and offline sales system integration, etc. Faced with this complex and systematic project, traditional clothing brands lack operating experience in this regard.

It is worth mentioning that online retailers The channel can also use the information technology developed by the times to convey the brand concept. Since consumers can't really feel the product in person, they will understand the product through product pictures, music atmosphere, and video advertising. These "soft" publicity is easier to combine with the "soft" brand, and the brand will be like the spring rain, moistening things silently. Behind the virtual network is a living society, where people with the same or similar personality gather together, which provides a convenient way for brands to find target groups. I believe that with the integration and optimization of online and offline channels, as well as the construction and spread of brands, more Chinese brands will go global.

For traditional clothing brands, as long as the overall solution of clothing brand e-commerce is well planned, and then implemented efficiently as planned, it is only a matter of time before e-commerce is successful; If clothing brand e-commerce does not lay a good foundation, and leaps over the steps of "laying the foundation", it directly equates clothing brand e-commerce with online store sales, and blindly pursues sales, the result will certainly be a failure.

Although e-commerce channels are full of challenges and risks, traditional clothing brands still have great advantages in e-commerce. After all, traditional brands have incomparable advantages in brand popularity with online brands. In addition, traditional clothing brands also have inherent advantages in design, procurement and logistics. Although the platform and channel of e-commerce clothing brand operation are different, 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 and offline, Traditional clothing brands Doing e-commerce is more about broadening the sales channels, so that you can have more legs in the market competition. Two legs must run faster and more steadily.