E-Commerce Road Of Clothing Brand

Wang Zhouping, assistant analyst at the online retail department of the China Electronic Commerce Research Center, said that unlike the early online brands playing the leading role, in recent years, traditional retailers such as Yintai department store, Metro, Hong Tu Sanzhou, Nippon, COFCO, BELLE and so on have shown strong interest in online promotion of holidays or special festivals.

Traditional retailers join in the promotion of e-commerce, indicating their change in attitude towards online sales, recognition of traffic and orders that may arise during holidays.

"At present, many brands of physical stores are also gradually upgrading and upgrading. They have opened online stores or official websites, and have multiple functions such as introducing brand products and online purchasing.

Online pactions and physical consumption are the relationship between the two. If online payment and logistics system can be stable and reduce risk in the future, online consumption will become more and more popular.

Of course, the physical storefront will continue to exist, but the competition on the retail line will become more intense.

Wang Zhouping added.

Traditional retailers have been behind the Internet, how do traditional retail listed companies develop online competition? A number of listed companies' "touches" roadmap have been combed. How to control the right to speak online has become a major point of view in the traditional retail listed companies.

The seven wolves online business began in 2008.

But at the beginning, because of the large number of merchants, a series of problems such as fleeing, fakes and so on occurred.

After several years of scrimmage, Taobao has formed the five largest distributor of seven wolves. The company called it "five tiger general".

In 2010, the seven wolves carried out "comfort" to dealers, and online dealers became a "regular army". They could not only get the company's rebate and incentive policies, but also participate in various marketing activities of the company, and their business revenues also rose sharply, and the company and distributors achieved a win-win situation.

In addition to cultivating dealers, the company has opened its flagship store in Tmall, 1 stores, Jingdong mall, suning.com, Dangdang and other electronic business platforms. The company conducts product differentiation and promotional activities for different electronic business platforms, such as new products first placed in Tmall, giving discounts; Jingdong takes part in coupons and integral activities; POLO shirts and cotton products are the foundation.

Supply shop No. 1; in vip.com, mostly for clearing stock.

In 2011, the electricity supplier income reached 106 million yuan, accounting for 3.6% of the total revenue, of which 50% of the direct flagship stores and franchisees accounted for revenue.

While launching the strategy of "full network marketing" on the third party platform, in the second half of 2012, the company set up its own online shopping mall. But as far as journalists know, there are few people who know the official website of the seven wolves.

To this end, the reporter called the company's staff, the other side admitted that really did not do how to promote.

When asked the specific reasons, the other side said that the company is not very optimistic about the prospects of the self built platform, "online revenue basically depends on the third party e-commerce platform, and the sales of the official website are very low."

Turning to the company's electricity supplier strategy, the company said that the current online sale is basically characterized as the nature of the inventory, because online consumers are more concerned about the intensity of the discount, while the company store price.

It is impossible to have such a discount.

Roley home textiles began planning to set foot in the electricity supplier in 2008. At that time, many counterfeit Roley products on the line had endanger the company's reputation for many years, and the management decided to independently register the brand of "LOVO", which was officially launched in March 1, 2009.

At the beginning, LOVO's operation was referenced to the entity store below the line, first of all, low price and full of popularity, and then set up a good experience to allow consumers to buy two times.

Compared with the annual promotion of physical stores, LOVO adopts a one-off way and differentiates goods according to discounts to meet the needs of different consumer groups.

According to the staff, the company set up another brand of electric business in 2010 -- the mall of Luo Lai, and distinguishes it from the location of LOVO.

The main high-end products of the mall are located between 30 and 45 years old, who have strong purchasing power. LOVO requires the product to be characterized by diversification of design elements. It is located among young people between 25 and 35 years old.

While building its own brand, the company has also begun to develop its electricity supplier business with third party platforms. Now it has opened its flagship store in Tmall, Jingdong, 1 stores, Dangdang and many other distribution platforms.

It is reported that the company has made a ten billion plan, and strive to achieve electricity business in 2016, accounting for 20% of revenue.

In 2011, the total sales volume of the company's electricity providers was 112 million yuan, accounting for 4.7% of the company's revenue, of which LOVO contributed 50 million yuan in sales.

Compared with other garment enterprises, the way of electronic commerce of mebang clothing is tortuous.

In early 2009, the company went to Taobao to open its official flagship store. At that time, it was mainly sold to inventory. In October of the same year, it was stationed in Tencent.

In the early days of Mebon, the development of e-commerce was very successful. When Taobao launched the "double eleven" promotion, its single day turnover was close to one million yuan.

After the first battle, the company began to build its own online business platform, Bong.

It is gratifying to note that the sales volume of Bong's network soon surpassed that of the flagship store opened by Taobao at that time.

In 2011, the United States sales target formulation also revealed the importance of online business: the annual online sales target of 380 million yuan, of which the official website sales of 200 million yuan, Taobao flagship store 150 million yuan, Tencent pat 30 million yuan.

The chairman of the United States and the United States set up more heroic words: in 2020, the United States wanted to make the electricity supplier 100 billion yuan.

But in September 29, 2011, the company suddenly announced that it would take the state purchase network to the Shanghai Huafu investment company, a controlling shareholder.

The announcement shows that the cost of personnel compensation, technology development, logistics, advertising and so on in the early days of the United States were as high as 60 million yuan, and sales revenue was too dependent on burning money.

At present, the company has its own flagship store in Tmall, shop 1 and other platforms.

Semir apparel: Children's casual wear is affected by online business lags.

It was not until May 2012 that Semir apparel invested 156 million yuan in the acquisition of Zhejiang Chinese business for online marketing construction projects, and changed its wholly owned subsidiary Zhejiang van Diya apparel Co., Ltd. to Zhejiang Semir Agel Ecommerce Ltd, with registered capital increased from 30 million yuan to 130 million yuan.

Semir costumes also have two brands of Semir casual wear and Barbara children's clothing, but according to the latest research report of Shenyang Wanguo in August this year, children's clothing and sportswear and clothing are most vulnerable to the impact of the electricity supplier on traditional clothing enterprises.

China children's Industry Research Center believes that with the continuous downturn of the clothing sales terminal situation, the youth casual wear industry has been doubly impacted by foreign brands and electric business. The future development of children's clothing business is not optimistic.

Reporters interviewed the company's three quarterly report found that Semir's third quarter net profit decreased by 39.24%, the first three quarters net profit decreased by 41.4% over the same period.

At present, the company has an official flagship store in Tmall, Dangdang and Jingdong mall.

Pathfinder: sales in the forefront of outdoor brands, new e-commerce brand on-line

At present, the Pathfinder's electricity supplier channels are listed by the listed companies themselves.

According to data released last year, sales of "double eleven" in 2011 amounted to 4 million yuan.

According to insiders, at present, the company's online channel team has 30~40 people, divided into two small teams, part of which is responsible for many online stores on Jingdong and Dangdang network, and the other team specializes in Tmall.

Up to now, only Tmall mall has been stationed in more than 200 outdoor brands at home and abroad, roughly estimated that the annual sales volume of each brand is only about 2 million 900 thousand yuan, which is still on a smaller scale.

Although the Pathfinder has a lot of strong opponents in Tmall mall, such as TheNorthFace and Columbia abroad, but according to Pathfinder insiders, Pathfinder's performance has been at the top two of outdoor brands.

Previously, the company announced that it would jointly invest 29 core employees, 13 important franchisees and Zhong Jiafu, an external strategic investor, to set up the Beijing port outdoor products Co., Ltd. (provisional name), which will create a new brand ACANU (Chinese Name: Akeno).

The company intends to invest 15 million yuan in its own capital, accounting for 75% of the registered capital.

The company continues to use self design + outsourcing mode to achieve sales through e-commerce network channels.

Management is led by Pathfinder, and the team with e-commerce operation experience is hired.

The company has set up the three year performance evaluation index and equity incentive plan of the new brand management team, which is conducive to improving the incentive and restraint mechanism.

The new electricity supplier has been launched recently, and it is expected that the company will have greater profit contribution in 2014.

AOKANG International:

An independent team has been set up to raise funds for investment.

AOKANG International announced this year that the company spent more than 90 million yuan to raise funds for e-commerce subsidiary.

On the current progress, the staff disclosed to reporters that the development of the electricity supplier business is spare no effort, the project has been set up since the start of last year's independent team has been set up, in the future will intensify efforts in the operation of e-commerce projects.

AOKANG international formally entered the online market in 2008, created its own official online shopping platform, and set up an e-commerce operation Department, which is responsible for the delivery, sales and customer service work, serves the network platform, and connects the platform with the stocking system of suppliers, thus achieving cross regional cargo pfer.

A year after the online shopping platform opened, the sales volume of the company's electricity suppliers exceeded that of the excellent entity stores for one year, and the cost was much lower than that of the physical stores.

In addition to the self built platform, the company entered Tmall in 2010, and the online sales of the company reached 80 million yuan in 2011.

At present, the company has been distributing at the three party business platform such as Tmall, 1, Dangdang and Holle.

For this year's online business performance, the staff said that last year's "double eleven" company's online turnover was about 5000000 yuan, while this year's "double eleven" turnover rose to about 50000000 yuan, ten times that of last year.

King of nine:

Relying solely on the third party platform to acquire brand and expand operation.

Since September 2009, the company has been involved in the field of electricity supplier. Currently, the business of e-commerce mainly focuses on the brand of "nine herdwang" and the acquisition of brand by "Ge Li Meng Meng". Flagship stores are set up on the three party platforms such as Tmall, Jingdong mall and Dangdang.

The main brand product of "nine Mu Wang" is a series of business men's wear, located in middle-aged mature men.

According to the statistics of Taobao department, the sales volume in 2011 was 120 million yuan, according to the company report, the statistical caliber was 60 million ~7000 yuan, and the sales volume was 360 thousand.

The brand of "Ge Li Meng" originated from Italy, and the young city men who emphasized the fashion and popular elements, online sales in 2011 were about 8 million ~1000 yuan.

Fu Anna:

R & D on line for products to fully expand the third party platform

In October 2010, fuanna set up an e-commerce subsidiary. At the moment, not only did she set up its official online shopping mall, but also opened its flagship store in Tmall.

The company's design advantages are among the best in the industry.

According to the company's positioning on the line and line of products, compared with some domestic textile clothing enterprises to the online inventory, the company independently developed the products suitable for online sales.

This year's "double eleven", fuanna official flagship store has a single day business income of 70 million 250 thousand yuan, which has exceeded the total sales volume of last year.

Turning to the future development strategy of electric business, the company said that it is expected that in 2013, it will gradually expand its marketing channels in the third party e-commerce platform, Dangdang, excellence, and customers are all targets.