How Clothing Enterprises Can Have Both Brand And Sales Volume

As a channel, e-commerce itself also needs to be positioned.

Value.

There is no doubt that clothing has become a dark horse category in the e-commerce market in the past two years.

At present, the annual sales volume of clothing electricity suppliers has easily exceeded 10 billion yuan.

More experts predict that in the next few years, China's clothing business will add 100 billion yuan to the market.

With the rapid development of e-commerce, traditional garment enterprises are involved in various ways, such as flagship store, full platform operation, self operated mall and so on. E-commerce is expected to become a new sales growth pole for clothing enterprises.

But the impetuous atmosphere of e-commerce often makes clothing enterprises only sales volume top and sales volume of course is understandable. However, our clothing enterprises ignore the network as a channel, and also need to locate themselves, nor do they want to know the value of their own brand.

To do business, brand first.

At the present stage, traditional clothing enterprises still focus on offline channels, but most garment enterprises are too keen on sales volume after seeing the potential of e-commerce platform, ignoring the brand building of e-commerce.

The biggest attraction of the electricity supplier is its low price image.

If clothing enterprises emphasize sales volume, they must follow the principle of low price. Otherwise, it is difficult to grasp the online consumers who are good at price comparison.

From the perspective of long-term strategic development of garment enterprises, we must not let the low price image on the Internet impact the hard built brand image.

What to do? It's very simple.

The best way of thinking is to abandon the practice of running high-end brands with the idea of mass business.

Traditional clothing enterprises must adapt and take the initiative to upgrade the electricity supplier strategy, so as to avoid falling into the low price whirlpool.

Only in this way can we better maintain the high-end image, reduce the impact of price on consumers, and gain profits higher than the average level of the same industry.

How do brands and sales go together?

1. self built platform to demonstrate the brand of clothing enterprises.

The self built platform will reach the garment enterprise image that can not be reached on other integrated e-commerce platforms through advanced design and technology.

At the same time, it will serve as a unified brand image center, leading other distribution platforms.

2. expand the distribution platform.

On the one hand, we will open more stores on the Taobao platform, increase the opportunities for consumers to contact products, and make targeted use of platform tools to promote the sales volume, no longer rely on the promotion of several key nodes.

On the other hand, we should gradually expand cooperation with Jingdong, Dangdang, pat and many other distribution platforms to further expand the share of e-commerce.

The form of cooperation includes consignment, purchase and sale and self employment, or even the introduction of third party service providers in the future.

3. strengthen service support capability.

With the huge increase in business volume, fuanna introduced a more powerful e-commerce management system (ERP system) to ensure that consumers' orders can be processed in a timely and accurate manner.

4. launched a sub brand specifically for network sales, accounting for about 30% of the current sales.

Besides, Taobao has already realized the brand enrichment of e-commerce platform.

At the same time, the home product line will be launched on the network platform to create an integrated home environment.

In the future, the goal of the team is to have more than 100 new products (20% of which are the same below the line) each year and invest in the Internet to achieve variety enrichment.

Visible, traditional brands do

With so many pipelines, efforts are not only aimed at sales, but also "brand of e-commerce".