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The Rise Of E-Commerce In Traditional Brands When Channels Change

2013/6/14 19:45:00 31

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< 2013 > a target= "_blank" href= "http://www.91se91.com/" > textile > /a > a target= "_blank" href= "corrosion" > clothing > industry, 2013 is a challenging year. Inventory problems, marketing problems, management problems, brand building problems, channel innovation problems, resource integration problems, R & D issues are all problems faced by Chinese garment enterprises.

Channel innovation is a pressing problem facing the apparel industry.

channel pformation is carried out .

Cai Jingzhong, an investment partner of Jing Kui, said that he knew a lot of retail businesses when he made investment. "We all see that the electricity supplier has a great impact on traditional retailing. Now many people feel that retail is not good, but some people are willing to go there. This shows that the industry is still organic, but it needs to change the way of thinking and implementation.

How to make customers willing to interact actively and how to integrate traditional retail and mobile Internet is a problem that every retailer needs to think about.

In the traditional retail channel, the shopping mall of department stores is the main form of existence. The shopping center of China began in 1990, and has been in the history of 23 years. It has experienced the steady starting stage of 90s, the rapid growth stage of the beginning of this century, and the current accelerated growth stage in 90s.

The number of shopping centers opened every year has increased from less than 100 to 200-300 in the early stage, and now it has reached 300-400. The increment of shopping centers has reached a new level.

the core driving factor of the accelerated growth of China's shopping centers is urbanization, while China's urbanization relies heavily on land urbanization.

Urban renewal and new district construction have provided huge space for the development of shopping centers.

But at the same time, it brings obvious problems of homogenization of shopping centers, which are mainly as follows: location homogeneity, homogenization of service modes, homogenization of brand combination and homogenization of shopping center types.

in recent years, with the increasing number of shopping centers, shopping centers have begun to advocate catering and entertainment for consumers' new consumption needs, and no longer introduce main department stores.

This is the popular retail channel SHOPPING MALL in recent two years.

The reason why shopping centers "go to department stores" is that the weakness of department stores is becoming more and more serious, especially the "two landlord" model, which is not bought out of special products and good brand portfolio, even with other shopping centers, which leads to homogenization.

Moreover, SHOPPING MALL's fast fashion brands, restaurants, cinemas and so on have covered the mainstream demand of "post-80s" and "post-90s" youth fashion families. They have gone beyond traditional department stores in attracting popularity.

however, the industry believes that department stores play an important role as an important form of customer service, and their customers are relatively broad, especially in the middle-aged and above age groups.

a large SHOPPING MALL will have a great impact on the commercial layout of the whole region and the economic benefits of other retail formats.

SHOPPING MALL is not only a commercial space, but also a place for conveying and exchanging information and emotion. It is also an important space for social life.

< a target= "_blank" href= "http://www.91se91.com/" > brand clothing < /a >, the entity store passes on the idea and culture. When consumers buy brands, they will think of many things when they wear brand clothes.

For online development, international brands have found the right path through the construction of Chinese direct management companies. The traditional time-honored brands have made some contributions in marketing innovation and product innovation. Compared with the traditional retailers, such as department stores and supermarkets, the way of electronic commerce is still groping.

Lu Limin, vice president of port P, also said that the traditional retailers need to overturn their original supply chain system in the process of "touting the net". "Traditional retailers also need to pay enough attention to the electricity providers, and lower their bodies to learn how to operate the electricity supplier".

In addition, Ceng Shiting, the world's leading partner in PWC's value chain pformation service, believes that intellectual property protection is one of the reasons why most brands are not yet on the line. However, with the improvement of China's business system, the worry of brand "touches" is also decreasing.

today is the era of "consumer is king".

"Successful retailers in the" consumer core "world have realized that" all channels "are new benchmarks.

The hypermarket model is facing challenges.

The chain of large stores will be at a disadvantage in terms of cost allocation. Virtual shelves will be more important than physical shelves.

No matter online or offline, in the "all channel" world, sellers must contact consumers as soon as possible, even if they are searching for products at the very beginning, and keep them as long as possible.

consumers today are no longer limited to choosing goods in a shop, or even limited to choosing goods in a country. The consumption horizon is expanding.

As a result, sellers based on offline stores must combine their physical shelves with virtual shelves.

In fact, the purchase in the physical shop may have merged the selection on the virtual shelf.

This requires not only the classification and rearrangement of goods shelves, but also the seamless purchase of technology.

consumers require convenience in the two links of purchasing products and obtaining products.

Time is more valuable, whether online or offline, including express delivery to home and shopping malls, consumers are demanding convenience, speed, or even picking goods elsewhere, saving one minute is the result of consumers' expectations.

consumers are more interested in seeking communication and recommendation than ever before, especially through social media.

But they are looking beyond search, that is, they will seek to connect and communicate with their recognized brand.

the rise of e-commerce in traditional brands

Under P environment, online shopping has become one of the most popular shopping methods.

According to a survey released by independent retail analysis agency in the UK, more than 20% stores will be closed in 2018 by the impact of online shopping.

Professor Joshua Banfield, founder of the retail research center, said in P report that more and more British people are shopping online instead of shopping.

At present, online shopping accounts for 12.7% of total consumption. By 2018, this proportion has increased to at least 22%.

similar to China is that the cost of operating entity stores is too high, which is one of the important reasons for restricting its development.

For example, a small shop in the central part of the United Kingdom has a monthly rent of about 10 thousand pounds (US $15 thousand). If we run a shop, we only need to rent a warehouse in the suburbs and pay a monthly rent of 1800 pounds (US $2718).

In addition, the online shop does not need to pay too much manual and hydropower costs like a physical store, nor does it have to pay parking fees for customers.

the survey report said that as of March this year, the total UK store vacancy rate increased from 5.4% in 2008 to 14.1% under the impact of online shopping.

If there is no effective means of regulation, by 2018, the vacancy rate will increase to 24%.

In the first half of this year, a total of 16 retailers went bankrupt, involving 1985 shops and nearly 15 thousand employees.

The report predicts that by the end of 2018, there will be about 20% of the total British market, that is, nearly 62 thousand shops are closed down, so the number of unemployed will reach 316 thousand.

In some economically underdeveloped areas, the proportion of closed shops will reach 30%.

for China's channels, traditional retail channels have also received unprecedented challenges, but most of the brand clothing at this stage will still choose online and offline channels to go hand in hand.

The brand leader of P VSHOLIDAY said: "VS brand will continue to expand in traditional retail channels in 2013, traditional sales channels, department stores, floor shops, wholesale markets and so on. International and domestic brands are basically homogenized in the way of sales channels and commodity management.

The new e-commerce marketing mode, the overall business sales are increasing rapidly year by year.

But at present, the development of VS brand does not take e-commerce as the mainstream marketing channel. The basic listing is dominated by the traditional mode and the new mode is auxiliary.

In the process of market running in, VS brand marketing mode is characterized by the establishment of echelon type commodity circulation channels, and the establishment of a first-class, two level, three level market sales mode of commodity management mode.

Combining strong data support as the core foundation, steady and rapid expansion has become a marketing mode with VS characteristics.

Comparing the new marketing mode with the traditional marketing mode, the VS brand believes that the VS brand combines the internal structural characteristics of the brand and optimizes its own characteristic marketing management mode. If the advantage is, the steady rapid growth is the difference between the brand and other brands.

He also mentioned that the new marketing mode is still running in.

Among them, the establishment of talent echelon and core network terminal system are core tasks.

The effect is still very obvious, especially in the market downturn and turbulence, highlighting the VS brand in the marketing mode and commodity management mode of forward-looking.

It is also the key to the rapid expansion of the brand in the future.

when it comes to the original intention of the channel construction of e-commerce, the head of tinkling cat talked about the change of consumer demand: "parents of 80 after parents pay more attention to the personality and brand of clothing than the parents of previous generations, and dress requirements and expenditures for children have been greatly improved, which will be a large number of consumer groups who have entered the online shopping area.

In the face of the personalized needs of the parents of the 80's generation, we began to subdivide the market as early as 2006. On the basis of the old tinkling Cat brand, we launched the brands of big eyed frog, M&Q, R100 and so on, aiming at the distinctive children's clothing brands, such as cool fashion, black and white classic and leisure sports, and took the lead in the dressing trend of the new generation of children.

And began in 2009 to strive for the integration of online and offline mode of operation, the product experience and e-commerce, channels to re planning and integration, and last year formally established the design, production and sales of efficient integrated intelligent management platform, more new design, faster, higher quality, lower cost to launch the market.

He also said that on the basis of constantly improving the layout of brand terminals, the intelligent management platform currently being developed by tinkling cats is to plug in the wings of the Internet and information technology on all traditional bases, and create a new business mode of rapid design, rapid production, fast logistics, rapid sales and fast capital turnover.

Under such a mode, every person interested in design can participate in the design of tinkling cat's children's clothing, better combine the characteristics of Chinese children to optimize the combination, inject the full understanding of fashion and trend into every "tinkling cat" children's clothing, and speed up the integration of the 1500 terminals of the electricity supplier channel and the brand by combining the construction and application of the online and offline integrated sales mode, so as to improve and upgrade the channel, and create a fast fashion and super efficient children's clothing business mode for the group's brands.

with the maturity of the electricity supplier environment, this year will become a key year for the development of traditional retail brands.

It is understood that at present, there are thousands of traditional retail brands "touting the net".

In the view of An Shihui, co-founder of Ruijin Electric Co, the operator of the electricity supplier, the "touches" boom will soon be completed. The well-known foreign capital < a target= "_blank" href= "http://www.91se91.com/" > shoes < /a > brand GRI group, the relevant responsible person said, its nine Xi, Steve Madden and other brands have entered Tmall, and have three flagship stores.

"This year, we will also add the brand of women's clothing to online, forming a full coverage of e-commerce."

The person in charge also said.

Shanghai Jiangqi GREE high food Co., Ltd. also said that at present it is only supplying electricity to the 1 stores, but also hopes to enter the online market through large scale exchanges with the insiders.

At present, thousands of traditional brands have adopted self-employed or outsourcing ways to enter the domestic electricity supplier field, of which nearly 100 are already quite large.

At present, at least 200 mainstream brands are seeking online cooperation, including both the first and second line of international famous brands, as well as traditional domestic brand names and traditional channel merchants.

Most of the traditional brand executives admit that the current stage of e-commerce sales is still difficult to form a scale. The main purpose of the brand "touches the net" is to "stay behind" in information construction.

for the recognition and operation of e-commerce, traditional brands still need time to explore, but the construction of online channels has undoubtedly become the hottest phenomenon in 2013.