Five Strategies For Developing E-Commerce In Garment Industry

　　 clothing To win the value chain war, e-commerce needs to choose different strategies, such as clearing inventory, reducing costs and occupying the market. Personalized service and creating differentiated experience may be the future strategy. The chief marketing officer has released reports on several different e-commerce strategies, which are usually related to offline marketing strategy.

　　 Clear inventory strategy 。 Stock Backlog is the biggest problem faced by enterprises in the balanced value chain mode. With Lining and Kappa as representatives, they have many 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 offline store sales, Electronic Commerce It can greatly reduce the investment in the marketing chain, reduce the final delivery cost of clothing, and form the advantage of price. This is why the platform represented by Taobao has a price advantage.

　　 Seize the new market strategy 。 Compared with traditional offline retailing, e-commerce can not only break through geographical constraints, help some enterprises cover 234 line cities, but also find more specific groups of people and make more differentiated market segments. 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 e-commerce has also created an incremental market. Some consumers who do not need extra expenses because of the marketing of e-commerce, 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 can also be realized through online services, such as online fitting, packaging, express delivery, etc., and the fast Book pack has created a 1 hour delivery service.

　　 Differentiated experience strategy 。 In the traditional way of selling, the brand usually ends with the majority of consumers after the product is sold. E-commerce can provide better opportunities for enterprises to establish, operate and maintain good relations with consumers from beginning to end. From abroad " Black socks "Socks managers" in China create unprecedented experience through selling a way of life.