The "Light" Turn Of Clothing "Invisible Champion"

In this regard, Zhong Jingbing did not care, even if the Zhangcha cotton clothing company has already monopolized the domestic first-line brand T-shirt 80% orders, or even made a small number of OEM for Armani.

For golden cotton,

"Is the brand image of end users.

In September 2010, after 10 years of OEM production, the company launched its first private brand, "Acton".

It is surprising that KMC has not paved the way for major cities and department stores. Instead, it has built up its own online shopping mall with IBM, and has opened Jingdong, Tmall flagship store and mobile APP platform. "Acton" has become the first online clothing brand in Zhangcha and Foshan.

Whether it's private brand or e-commerce,

Words are not easy.

have

It has been appealed by the industry for many years, but China's vast market and abundant domestic market demand also means high channels and marketing costs, so many enterprises are hard to make up their minds to pform.

E-commerce can bypass channel barriers, but the shortage of talents and atmosphere is also unpredictable to enterprises.

However, clothing e-commerce is indeed showing great potential.

AI consulting statistics show that the size of clothing online shopping market in 2011 reached 204 billion 900 million yuan, an increase of 94.7% over the 105 billion 240 million yuan in 2010, and will continue to maintain rapid growth in the next 2 to 3 years. It is estimated that by 2014, the scale of clothing online shopping market will reach 519 billion 500 million yuan.

Hill Davis, co-founder of J Hilburn, an American online menswear retailer, believes that the most innovative potential in the online shopping market is the clothing industry.

In September 2010, golden cotton launched its first private brand, "Acton".

Instead of distributing channels in major cities and department stores, the company has established an online shopping mall with IBM, and has opened Jingdong, Tmall flagship stores and mobile APP platforms. "Acton" has become the first online clothing brand in Zhangcha and Foshan.

The significance of private brand to gold cotton is self-evident.

Jin Hongmian, deputy general manager of Zhong Jingbing, told reporters that although the company has already monopolized the OEM orders of the first tier brand T-shirts 80%, and has been growing steadily at a rate of 10% to 15% per year, but due to the sharp rise in labor costs and other reasons, the company has been reluctant to expand the scale of production, and OEM profits have gradually reached the ceiling.

However, how to build its own brand? The choice of online shopping channels can not only avoid the development of complex offline channels, but also turn around the brand in a more relaxed position, while avoiding direct competition between online channels and OEM customers to protect the original main business.

To a certain extent, golden cotton is not choosing e-commerce because of "Acton", but because e-commerce created "Acton".

Zhong Jingbing said, "Acton" from the beginning of the positioning of the network brand, lock 25 - 35 years old men consumption crowd, and this group is the backbone of the current Chinese online shopping market.

The "light" turn does not mean that clothing network brand operation is an easy thing.

Zhong Jingbing introduced the sales volume of Jingdong mall flagship store, which is currently the highest sales volume of "Acton", for example, the monthly sales volume is between 350 thousand and 400 thousand yuan.

He admits that this growth rate and scale are not prominent in online apparel brands.

But Zhong Jingbing is not in a hurry. He believes that this is closely related to the origin of golden cotton and the brand positioning of "Acton".

At present, clothing e-commerce is a capital darling for a long time. Many online clothing enterprises can burn money without scruples for sale.

But data show that after the peak of March, the growth rate of domestic brand apparel advertising industry began to drop sharply.

In August this year, the advertising volume of clothing brand network has dropped by 55.4% compared with July.

Zhong Jingbing told reporters that Kim hung cotton would prefer to play a safe and steady way. In addition to the necessary input in network promotion, "Acton" is more concerned about the connotation and culture of the brand.

In September this year, "Acton" launched the first clothing oriented fashion event in Foshan with its anniversary, and invited many celebrities.

In October, "Acton" held a clothing conference in poly water city.

"Italy designer", "the world's top ten male models", "Italy and Greece view" are regarded as the selling points of "A Kedeng".

Jin Hongmian positioned "Acton" as a high-end brand, and the factory price of a T-shirt may even be as high as 300 yuan, which is very rare in the clothing network brand.

The experience of doing business has made Zhong Jingbing realize that if his own brand is still dumping at a low price, it will actually cause the situation of occupying production resources but not improving efficiency.

"I know such an enterprise that sells its own brand products on the Internet at a low price, but the brand is not sticky."

Zhong Jingbing said that at present, the customer turnover rate of "Acton" has reached 80%.

Actually, kapok still has money to burn.

In the creation of "Acton", golden cotton chose to cooperate with IBM to invest 18 million yuan to complete a series of information pformation from independent electronic mall to ERP, financial management, data analysis and so on.

Zhong Jingbing said the system has advantages over 5 to 10 years.

Meanwhile, the launch of mobile APP platform for iPhone and iPad in March this year.

When IBM Foshan branch was established in August this year, the manager Zhao Ying introduced the case with the golden cotton case.

He appraises that golden cotton has successfully completed the pformation from the traditional garment manufacturing industry to the garment B2C platform, and gained the ability to excavate business value from the big data with great insight, thus inject new vitality into the sustainable development of enterprises.

Zhong Jingbing told reporters that the "Acton" is not the whole picture of the plan. Kim Kun cotton hopes that "Acton" will become a family covered brand, which means that "Acton" will introduce women's clothing and children's clothing in the future.

Offline channels are also in the "Acton" plan.

Zhong Jingbing revealed that the first 3 year plan of "Acton" included the opening of 5 to 10 "experience shops" in China.

Hill Davis believes that e-commerce is still a lack of humanized channels, consumers try on the effect of clothing, touch fabric feel and carefully check the details of clothing, can not be copied online mode, nor deal with the burden of return.

In order to upgrade the online shopping experience to a new level, enterprises must re engage in the process of interpersonal contact, which is similar to the idea of golden cotton.

Zhong Jingbing explained that "Acton" will not repeat the traditional offline channels, but will create a brand new experience mode with advanced technology under a new mode.