The Strategic Mode Of Developing E-Commerce In Garment Industry

To win the value chain war, e-commerce needs to choose different electricity supplier strategies, such as clearing inventory, reducing costs and occupying the market. Personalized service and creating differentiated experience may be the future strategy. Several different e-commerce strategies are discussed, which are usually related to the offline clothing sales strategy.

Clear inventory strategy.

The backlog of inventory is the biggest problem faced by enterprises in the balanced value chain mode. With Lining and Kappa as representatives, they have many clothing stores nationwide, while many cities are equipped with stock centers, and a large amount of capital is tied up in the backlog of inventory.

E-commerce has become a means for them to clear stocks. They usually dump off season products on the three party platforms such as Taobao.

Cost strategy.

Compared with clothing sales in offline clothing stores, e-commerce can greatly reduce investment in the marketing chain and reduce the final delivery cost of clothing, thus forming the advantage of price.

Unified impression, unified value, therefore, at present, the cashmere industry at home and abroad contrast, whether it is a series of foreign or single category, their style is the same, as long as the brand, must be a product, this is why the platform represented by Taobao occupies the advantage of price.

Seize the new market strategy.

Compared with the traditional offline retail, e-commerce can not only break through the geographical constraints, help some enterprises cover 234 line cities, but also find more specific groups of people, not only pay attention to autumn and winter products, but also weak products in spring and summer.

For example, Loro Piana (Italy senior brand) is a series of, four seasons, men and women, and fashion is very high, and more differentiated market segmentation.

2/3 of UNIQLO's business on Taobao comes from two or three line cities that have not yet opened physical stores.

What can not be ignored is that

It also created an incremental market. Some consumers who did not need extra expenses because of the marketing of electronic business, creating new demands is also a battleground for enterprises to compete.

Personalized service strategy.

Providing personalized service is the goal of many business pursuits, and online business offers unlimited possibilities in this regard.

In addition to providing customized products, personalized services include discounted brand goods such as luggage and leather goods.

The purchase is simple, the delivery is fast, the genuine guarantee ensures the inconvenience of shopping malls, and gives customers the best shopping experience.

This is also the pursuit of poly network.

More can be achieved through online services, such as online fitting, packaging, courier, etc., and the fast Book pack has created a 1 hour delivery service.

Differentiated experience strategy.

Conventional

The clothing brand usually ends with most consumers after the product is sold.

E-commerce can provide better opportunities for enterprises. Based on the continuous learning of business models of foreign counterparts, we develop a brand business model of China's own cashmere industry, and establish, operate and maintain good relations with consumers from beginning to end.

From "black socks" abroad to "socks managers" at home, it has created an unprecedented new experience through "clothing sales a way of life".