The Government Is Very Enthusiastic. The Clothing Industry Is Very Cold.

Zhuo Dong in Zhongshan Spin Clothes & Accessories Yang Lingtong, manager of limited company, seems to think that e-business is a behavior of throwing money. Recently, the company's participation in Taobao's two "Juhuasuan" lost 130 thousand yuan, such as Zhuo Dong textile and apparel companies. Based on financial considerations, there are 250 Shaxi towns. clothing There are nearly 100 brands developing e-commerce, but there are only a few successful "touches".

Compared with the cold shoulder of the clothing enterprises, the Shaxi town government is enthusiastic, making money to push the clothing enterprises to open up e-commerce, and hope that the transformation and upgrading of the garment industry will be based on e-commerce.

　　 Shaxi 4 garment manufacturers "touches the net"

Recently, the clothing industry association of Shaxi in Zhongshan hosted a theme of "love affair" among online traders. 44 manufacturers from Shaxi participated in the "blind date" with 33 domestic Internet traders.

Nandu reporters interviewed at the scene learned that among the 15 vendors who were randomly interviewed, wemei, DQI, Prince Yunxiang, bulman, Kadickie, Jian Ba and other 9 manufacturers started e-commerce business in 2008, and now e-commerce has become their main sales channel. Among them, Yunxiang's clothing has been completely sold through e-commerce since its "electric shock" in 2008, and the sale of physical stores has been abolished.

However, another 6 enterprises, including Zhuo Dong textile, said "no net". One of the enterprises responsible for more than 100 workers said, "I want to try, but I don't know how to do it". Zhuo Dong textile has withdrawn from e-commerce because of its loss in the process of "touching the net".

According to the statistics of the Zhongshan Internet business union, since March, since the opening of the Internet business website, up to now, there are more than 9000 registered members, of whom more than half are clothing owners or Taobao individual sellers. This fully shows that the clothing industry attaches importance to e-commerce.

According to statistics from Shaxi Town Administration Bureau, more than 250 clothing brands have been registered and experienced in Shaxi Town, and more than 100 clothing brands have been launched through e-commerce platforms such as Tmall, Taobao, Jingdong, pat, Alibaba and so on, accounting for 40% of the total number of enterprises.

　　 Capital becomes the bottleneck of enterprises' "touch net"

Zhuo Dong textile decided to "electric shock" at the beginning of this year. In the end of 4 and the beginning of May, it continuously participated in the famous Juhuasuan electricity supplier project two times. The company chose two representative trousers for promotion. At that time, the cost of "pit fee", management fee and brand building cost were spent about 200000 yuan, but actually only sold hundreds of trousers, and the cost of the company was 130 thousand yuan.

Yang Lingtong believes that e-commerce is a behavior of throwing money and demanding too much economic strength for enterprises. After this lesson, Zhuo Dong textile may not personally participate in similar projects, but does not rule out the search for electricity providers to operate.

It is understood that this year, Tmall, Jingdong, pat and other platforms have increased the cost of entry. Take Tmall as an example. When Taobao was still in 2003, it only needed 15 thousand yuan, such as pit fee, management fee and brand building fee. To date, Tmall has to transform products from "stalls" to "quality consumption", which has raised the requirements for the enterprises settled. At least 150 thousand of the cost will be entered into Tmall.

In addition, participating in "Juhuasuan" and other projects, enterprises also need to pay equal amount of deposit according to the amount of pre-sale, for example, the pre-sale of 300 thousand yuan, you need to pay a deposit of 300 thousand yuan to Tmall, this part of the amount will need to be returned in a month. This also causes certain obstacles to the cash flow of enterprises.

Bulmahn has grown into a well-known Internet business in Zhongshan in the past three years, and Mo Tai, the marketing director of the company, told reporters that even with the annual sales volume of more than 10 million yuan, he is still the biggest bottleneck. Suppose that the company has to make 5 "Juhuasuan" once a month, 300 thousand yuan per deposit, and 1 million 500 thousand yuan a month, which is difficult for the general company to support.

　 [business and business]

Now, is it right to "touch the net"?

E-commerce started in 2003 and became the critical time of explosion in 2008. Now is the right time for manufacturers to take the road of e-commerce?

Zhongshan Yunxiang clothing opened in 2008, Taobao, through Tmall, Taobao, Jingdong, pat, Alibaba and other platforms to carry out e-commerce, has now completely abolished the sale of physical stores, the overall promotion and influence through e-commerce.

Liao Jiaohua, executive manager of the company, said that in 2008, the company established only 2-3 e-commerce departments, and now it has increased to more than 20. Now there is an activity to sell 2000 garments, which is "small case" and sometimes sells 4000 pieces. Liao Jiaohua remembers a group buying activity in 2008, totaling 3000 pieces. clothes It was sold out in 20 minutes. At that time, the background computer would have a voice showing the order. Liao Jiaohua said, "continuous sound is like a telegram sound."

However, Liao Jiaohua also admitted that now "not so well done", Yunxiang also occupied the market opportunities, shape the brand, stabilize the customers, if now re entering the market, may not be so smooth.

Liu Yuanyuan, Secretary General of Shaxi garment industry association of Zhongshan, told reporters that market competition has always been a process of ebb and flow. Earlier enterprises entering the field of electronic commerce may fail due to lack of experience or other reasons. In short, the development of electronic commerce is the trend of the times. For the clothing industry in Shaxi, electronic commerce will surely facilitate the upgrading and transformation of the industry.

　 [government action]

Fully support vendors, electricity providers "blind date"

Recently, the Shaxi garment industry association of Zhongshan hosted a theme of "love affair" in the "Internet business". 50 manufacturers from Shaxi participated in the "blind date" with 33 well-known Internet companies in China.

Nandu reporters learned that in the initial stage of activity planning, most enterprises took the cost of 500-800 yuan into account and stepped back. After the Shaxi town government learned about the situation, he made an active contribution of 60 thousand yuan for the activity fund so that the relevant manufacturers in Shaxi and the Internet traders could participate freely.

Yuan Yiyong, the leader of the Zhongshan Internet business alliance, said the Shaxi town government strongly supports the transformation and upgrading of Shaxi clothing enterprises through e-commerce channels. In addition to strongly supporting the "blind date" activities, the town council has carefully selected a number of e-business books, which are distributed to garment enterprises free of charge. On the one hand, it helps manufacturers increase their understanding of e-commerce. On the other hand, it hopes to teach relevant e-commerce experience by experts, and guide manufacturers and network operators to develop and operate e-commerce business.

Nandu journalists interviewed heads of relevant departments of Shaxi town government to understand that since 2010, Shaxi town has held a number of e-commerce development meetings, online business exchange activities and various types of clothing e-commerce training classes, and established "China Shaxi garment Creative Park" to promote the development of e-commerce in Shaxi town. In the next stage, Shaxi town will also invite some professionals in e-commerce to organize a topic exchange meeting once a week, so that manufacturers and network operators can carry out e-commerce work combined with the actual situation of enterprises.