E-Commerce In Garment Industry Has Become An Inevitable Stage.

As the industry that can perceive the market and consumers, the use of e-commerce has become inevitable, but the clothing brand e-commerce is still in its infancy.

The initiative to set foot in the electricity supplier's brand also has narrow understanding and operation malpractice for the understanding of the electricity supplier. It only knows that it is a trend to get involved in e-commerce, or to see the opponent's "electric shock" and the brand of "being an electric supplier".

1., there are problems with knowing: many brands are "being".

"They either saw their opponents touching the net, or they saw dealers opening online stores on Taobao, dumping their own brand products, and passively involved in them. They did not realize the long-term strategic significance of the electricity supplier to the enterprises.

2. misjudgement of function: first, when it comes to "electronic commerce", it means "

"Putting the photos of products in the store on the Internet is mainly an opening up of an online sales channel.

Few realize that e-commerce is an important part of brand building, including brand image promotion, marketing activity planning organization, consumer communication and maintenance.

3. operation is weak or incapable: bought a domain name, rented a little space, put the picture on the product album.

These are just those, no features, no concessions, no professional maintenance, development and extension of the operation team or mechanism.

For consumers, the most important service is the biggest criticism, which can be felt in the "evaluation details" of the shopping network.

There is no successful e-commerce mode for clothing enterprises to take appropriate e-commerce mode or explore the stage.

Because the clothing brand electric business is in the process of continuous exploration, combined with our national conditions, the strength of our enterprises and the market positioning of our products, we are looking for our electricity supplier mode suitable for every brand.

First, the platform business mode: set up flagship stores or official stores on the shopping network platform as an important e-commerce mode, with the help of others' platform mode; the brands used include men's Luo Meng, Hinur, Shan Shan and women's wear white-collar workers.

Two, the independent electricity supplier: enterprises own independent domain names, their own management of online shopping mall, online sales of the brand's own products - the business mode of their own making; the brand used has men's red beans.

Three, platform + autonomous electricity supplier: at the same time, adopt the above two modes. Apart from having independent official online shopping mall, there are official flagship stores on Taobao: Bosteng Mens, Taiping birds in women's wear and casual wear Metersbonwe.

Four, compound mode: as the name suggests, it adopts a pattern of multiple modes.

For example, the men's clothing brand good luck bird besides Taobao has the official flagship store, own brand has a specialized "happy bird net integration shop" - the good luck bird brand is a value-added service platform which gives back to the broad VIP members, it can provide the VIP member to use the integral exchange reward ceremony goods and other network services.

In fact, for the traditional e-commerce mode of the traditional clothing brands under the wired shop, the key is to link up the resources under the online and offline resources, promote each other and promote each other, but not when the clothing brand touches the net, it is thought that it will compete with the brand of the E-commerce brand.

Clothing brand electric business, suitable is good, then, in the online and offline consumer efficient use and connection, whether there is a better electricity supplier mode?

If the clothing brand attracts and attracts customers through the network platform, can it attract or sell them to the store through some preferential activities or unique services, can it enhance or enrich the value of the network platform, and can also combine the service of the entity store to achieve sales?

In fact, this consumption mode has already appeared. It has long been nothing new in foreign countries. In 2006, Wal-Mart Store Inc put forward SitetoStore's B2C strategy (through B2C to complete the collection of orders and online payment, and customers to more than 4000 chain stores to pick up goods, greatly reducing operation, logistics and POS credit card queuing time, and upgrading store related sales).

Until today, it has become the O2O mode.

O2O (onlinetooffline), that is, online to offline.

The core of this model is to bring online consumers to the real store - online payment of goods and services under the purchase line, and then enjoy service on the line.

Li Kaifu said, "if you don't know that O2O knows at least group buying, group buying is just the tip of the iceberg, just the first step."

The O2O mode pursues the consumption mode of "online payment + physical store consumption", that is, when consumers complete the payment online, they will go to the physical store consumption based on consumption vouchers.

The specific operation mode is mainly shown in coupons, group buying and hotel reservation.

At present, O2O group is the most familiar group buying network.

Most of group buying websites adopt the mode of "electronic market + store consumption", and consumers place orders on the Internet and complete payment, get very favourable orders consumption certificates, and then go to the physical store to consume.

So many people think that O2O may be better suited to the "service consumer industry" without physical products, such as beauty salons or restaurants.

It is not hard to see that O2O emphasizes "experiential consumption in store", while previous e-commerce emphasizes "online consumption", and the relationship between traditional business and the former is mutually beneficial cooperation, and the latter is interest competition.

This will also stimulate the acceptance of traditional business to this model.

However, the O2O mode of the clothing industry is still a loose mode of cooperation between the platform electric providers and the offline stores.

Therefore, if there are hundreds or even thousands of franchised stores in the whole country, the introduction of the "O2O mode" will undoubtedly make a good choice, which is certainly a new step than the "network integration mall" of the wedding birds.

Compared with the "Street Library Network", the independent e-commerce providers of clothing brands adopt the "O2O mode", which will maximize their development and expansion. Now, the connotation and concept of "O2O mode" will develop into a new mode with integrated and three-dimensional communication function.

First, online shopping and online shopping are already a normal life, including computer Internet access and mobile Internet access. Moreover, the time for accessing the Internet is much longer than that of shopping. It can enjoy more choices or more favorable prices on the Internet, thereby avoiding the pain of aimless shopping, and having the experience of down-to-earth shopping and no trouble of returning goods.

{page_break}

Two, consumers find information on new products or discount promotions on the O2O platform of independent electric providers, online ordering or booking (because there are usually time limits for preferential activities), and picking up goods near the store when there is time; the service industry and reception environment for storefront reception become the key elements of continuous support for consumers.

Three, of course, consumers do not need to go to the store to pick up goods and wait for the post.

Or you can participate in booking activities on the Internet. You can also make up the balance if you pick up the goods in the physical store.

Four, especially for the clothing brand that now adopts the "membership system" marketing, this mode can increase the stickiness of members from many spaces and enhance the loyalty of members.

In short, the clothing brand independent electricity supplier O2O mode is a three-dimensional concept of the whole space electricity supplier. It abandons the simple electricity supplier that is the routine of online shopping, and also avoids the similar group buying or only the service product can use the barrier of O2O mode.

Clothing brand O2O: how to run successfully? It's easy to do, especially when the traditional clothing brands are crossing the river on the way of business.

First, the integration behavior of brand strategy in the new era.

Whether it is online, offline or online or offline, there are other forms, which are the extension and innovation of brand building strategy in the new era of clothing brand evergreen target.

Why strategy is because the road of clothing brand e-commerce is a way that can not be circumvented, but it is not an action that will run immediately tomorrow.

At the same time, the decision making layer attaches great importance to the establishment of an independent garment e-commerce strategy team, and formulating the strategic steps of the electricity supplier: preparatory period, trial run period, formal operation period, maturity period and innovative operation period.

Two, the choice of network platform.

In the early stage, the platform was combined with autonomous electricity supplier.

Because at the early stage, through the operation and promotion of the platform (similar to Taobao), it is familiar with and grasps the operation of the whole O2O mode, accumulates customer data and data, and accumulates the foundation and the evasion which can be avoided for the actual operation.

Three, the establishment and improvement of the background system.

Using customized customer relationship management software (CRM) and Invoicing software, we can master and manage huge customer information, and manage the whole circulation information of the product with one hand.

Establish or outsource call center system.

For example, the new mode of "e-business + call center", which has already been improved, is an integrated sales platform with powerful functions, such as call center, logistics distribution system, financial system, supply chain management system, online marketing system, and so on, which is more suitable for garment independent electricity supplier mode.

Four, through the promotion of O2O brand power promotion.

If the clothing business independent O2O mode clothing brand new era of brand promotion and sales growth of the new mode, clothing brand promotion also includes the promotion of the conventional sense and the promotion of dual promotion path through the O2O mode.

1. cross promotion: offline stores can disseminate the concept and advantages of O2O mode by means of traditional printed materials and membership cards. They can know the latest information of brands at home, pay attention to the relevant incentives and bonus points in time, promote and publicize new products, offer discount information and promote brand culture on line, so as to achieve cross promotion under online and offline.

2. develop mobile clients or attach importance to mobile internet terminal channels.

According to the news of the second Central Plains Network Culture Development Forum, the number of mobile Internet surfing in China is increasing. Last year, it accounted for 66% of the total number of Internet users.

People use mobile phones are no longer simply browsing web pages, making phone calls and sending text messages, and become important entries for shopping.

At present, Taobao, Dangdang, van guest, Mcglaughlin and other clothing websites have already laid out the mobile client strategy. They have not only launched the WAP version, but also launched the mobile client application, occupying the user's mobile interface directly.

3. service is the best marketing and the best customer loyalty.

Online payment and offline experience can easily lead to the dilemma of "Grandpa before payment and grandson after payment".

This situation is common in group buying websites, such as the fact that customized products are not consistent with the consumers' expectations, the quality is lower than expected, or even extremely inferior, and the service attitude is bad. Once this phenomenon occurs, consumers will be in a very passive position. The key is that this will greatly damage the brand goodwill that the clothing brand accumulates.

4. use products and consumers to separate autonomous electricity suppliers and platforms.

How does a clothing brand compete with Taobao and Jingdong such as Jingdong in the development of the independent O2O mode? How does it compete with the independent brand store next to the entity department store on the street?

Just as the independent brand stores near the physical department stores on the street have not disappeared, the independent e-commerce providers of clothing brands will develop effectively with effective strategies.

(1) maintain differentiated products with consumers and products: the products of autonomous electric providers are deep product line series for a group of consumer groups, while the platform business is large and full of shopping malls.

Usually the consumers who visit the platform electricity providers are mostly consumers who have no intention to purchase or have the habit of looking for discounts, but the consumers of the O2O platform are mostly consumers of physical stores or consumers who are more explicit in the graveyard.

The flow of self service O2O platform is certainly not comparable to that of the platform electricity supplier, but the unit price may be very valuable.

(2) using services as a competitive strategy: platform providers can not provide perfect services for the sake of quantity.

Moreover, it involves the influence of the third party logistics, and service is always a short board of the platform business.

The O2O platform of independent electric business, with the help of the two-way service across the country and online and offline, can attract consumers with relatively high consumption experience, and can also attract consumers who are "disliked by the service" and "dissatisfied with the consumption experience" on the platform.

There is no need to argue more about clothing brand business.

What is needed is how the clothing brand can take and carry out the electricity supplier strategy according to its brand development strategy, product innovation, market development and competitive strategy.

The clothing brand independent electricity supplier O2O mode has more chain stores in the whole country. For enterprises with more direct stores, more high-end members and terminal service level, the implementation and entry may be more successful or the effect time may be faster.

Perhaps, there may also be new concepts or patterns coming up soon.

But for the clothing brand, the electricity supplier is a part of the brand development strategy in the new era of application and innovation concept. If we do not realize this point, we are still indifferent or think that only the electricity supplier is the knowledge of putting the cart before the horse in the clothing brand, all will let the clothing brand be eliminated or pay a heavy price.