Clothing Brand'S Electricity Supplier Channel

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When channel is highly pparent, user pfer is almost without cost.

Most of the traditional clothing brands regard e-commerce as a pure sales channel, but this choice is also facing an unavoidable practical problem, that is, channel conflict and price system.

First of all, the traditional clothing brand lines are generally composed of two main parts: Direct stores and franchisees.

For many brands, franchisees are the core driving force to support their brand development, directly controlling the brand's life and death power.

Therefore, if online retailing of traditional clothing brands only sell the product styles under the offline channels, even if the price is the same as that of the same line, when the sales volume reaches a certain scale, it will inevitably lead to complaints and complaints from the franchisees on the line, thus affecting the development of franchised stores under the line. This is the result that the traditional clothing brands are unwilling to see.

Although the current online retail market has begun to develop in the direction of quality and branding, there are still a large number of Internet users who still recognize "low price".

Online, the bargaining power of traditional clothing brands can be increased by 3 times or 5 times if they are very strong, but this practice is not feasible online.

In E-commerce

In a highly pparent era, user pfer is almost without cost.

It can be imagined: in the competition with the pure network clothing brand, the advantage under the line will become the online weakness.

The online special clothing or "sub brand" is an excellent strategy to solve the conflict between channel and price. It is also a secret weapon for the traditional clothing brand to seize the initiative in the new round of competition in the Internet age.

For those who already have mature brands under the Internet, it is a way of losing money and taking risks if products are not carefully planned and thought.

The audience positioning of the traditional clothing brands is generally the middle income group, so they have to play a good role in the network, so they have to consider the differentiation characteristics of users.

It can be said that the positioning of online products and "sub brands" will determine the direct success or failure of their e-commerce projects.

According to one research data, the coincidence degree between the customer base of e-commerce and the customer group under the traditional clothing brand line is not high. There is a certain gap between the two customer groups.

What kind of products the channel sells depends on customer positioning.

With the rapid development of online shopping market, online shopping consumers are gradually evolving into a group with unique consumption habits and aesthetic characteristics.

If the traditional clothing brand wants to seize the opportunity of electronic commerce, it must recognize that it can not only expand the sales channels to the Internet, but also combine the characteristics of online shopping users to make product innovation.

For example, the "love" brand on the love line is positioned in "fast fashion", pricing is only 1/2 or even 1/3, which is the main brand that admired its customers, so as to meet the consumption needs of the special user group. For example, Metersbonwe's online brand AMPM is more fashionable than the line, but the price is cheaper than offline.

The above cases are the reference models for traditional clothing brands to take the initiative to adapt to Internet consumer preferences.

Looking at the present

In the case of merchants entering the electricity supplier, the traditional offline products, the same price of the same products or the same products are copied to the Internet operation at different prices. The final result is nothing more than that: the sales volume is mediocre, or the protests under the offline channels will not die for a long time until the failure is announced.

Therefore, for those who already have mature brands under the Internet, it is a way of losing money and taking risks if products are not carefully planned and thought.

If we use the Internet for products or "sub brands" to cut into the electricity supplier market, we may find a new blue ocean market.