E-Commerce Activates The Development Of Xinji Leather Brand

Xinji leather clothing manufacturer "electric shock"

Zhang Luyin just graduated from Hebei University of economics and trade this year, but she is already an "old man" Leather net He is now the manager of e-commerce Department of Xinji Mengtai Garment Co., Ltd. Four years ago, when she was a freshman, she helped her fur factory expand online sales channels. She successively opened a flagship store in tmall mall and two online stores on Taobao. "Last year, the online sales volume has reached more than 7 million yuan. Our & lsquo; Dinigre & quo; Brand leather clothes are well known on the Internet. "

Seeing the demonstration effect of e-commerce, many leather clothing enterprises in Xinji also want to be shocked like Mengtai. Wang Yanpei of Xinji Botuo Clothing Co., Ltd. said: "the leather clothes and furs produced by the company are sold well in the traditional wholesale and retail channels. However, online marketing is a development trend, but it suffers from the lack of experience in this field."

During the interview with Xinji, the reporter strongly felt the enthusiasm of the local leather and leather clothing enterprises to "get electric shock". Online order is characterized by small batch, urgent demand, and relatively concentrated orders. Therefore, as the largest leather and leather clothing production base in China, Xinji has unique advantages in developing e-commerce: it has a strong leather manufacturing capacity and leather clothing production capacity, and can completely solve the shortage problem of online stores in the hot season. Haining leather clothing, which is popular in the domestic market, 70% of the leather material comes from Xinji.

　　 Gather online business power Abandon "fighting alone"

"E-commerce has broken through the traditional & lsquo; Business district; The concept expands the radius of transactions and services. The radiation radius of Xinji international leather city is only 300 kilometers. More than 1700 merchants have settled in the city to expand their market and influence; Grafting & quo; E-commerce. " Xinji leather City Co., Ltd. deputy general manager Zhang Yongxin said.

When the reporter enters the keyword "Haining leather clothing" in tmall mall, there will be more than 8000 commodities and 380 shops, but if you input "Xinji leather clothes", you can not find any goods and shops“ Xinji's e-commerce joint marketing awareness is poor, creating & lsquo; Xinji leather & rsquo; The brand awareness of the poor, there will inevitably be mutual bargaining phenomenon Zhang Luyin said that it is undeniable that the brand characteristics of Xinji leather are not obvious, and the awareness of Internet users on Xinji leather needs to be improved.

It is understood that in Xinji, the logistics cost is still relatively high. For leather clothes with a unit price of about 2000 yuan, freight and packaging, a piece of leather clothing needs 32 yuan, while in Haining, it is a few yuan of logistics cost. For leather clothing and fur, which have a relatively high unit price, the requirements for online display pictures and selected models are relatively high. "Shijiazhuang local temperament model is not easy to choose, often need to go to Beijing and Hangzhou to select, for an enterprise, the cost is too high." Many enterprises share the same concerns as Zhang Luyin. Zhang Yongxin said that leather online business urgently needs to aggregate, "group" development, and form a team advantage.

Integrating resources to activate Xinji leather brand awareness

In order to build a centralized office space, Xinji International Leather City has taken four floors in the east area as an e-commerce business start-up base, with a construction area of 40000 square meters. In mid July, online merchants can start to settle in, and in mid August, they will have a trial operation. By September 28, when the leather Expo opens, there will be 100 online businesses.

The reporter saw at the scene that in addition to the office storefront of each online business, the e-commerce entrepreneurial base also added intermediary service areas such as photography, modeling, express delivery, R & D and design. Xinji leather clothing design and development center has settled here.

"E-commerce start-up bases can integrate multiple resources. For example, enterprises can purchase patents of these samples to save design expenses of enterprises. Express enterprises can also reduce the cost of express delivery Guo Xuan, the person in charge of the e-commerce Department of Xinji International Leather City, said that with the strong financial strength and reputation of Xinji International Leather City as the guarantee, the fidelity sales would enhance the market pricing power of Xinji leather clothing and activate the brand awareness of "Xinji leather" of online merchants“ Our goal is to build the leather city e-commerce entrepreneurial base into the first electronic industrial park in North China. "

As an industry base with distinctive county characteristics, Xinji e-commerce talents are in short supply. It is understood that in addition to Taobao, the leather online merchants on tmall and the real leather enterprises that have established independent e-commerce departments, the e-commerce entrepreneurship base also includes fresh college graduates who are determined to start businesses in e-commerce, which provides a good platform for college students to start their own businesses and find jobs.

Zhang Yongxin said that on the basis of doing a good e-commerce business base, the next step is to open its own e-commerce trading platform & mdash& mdash; At home, we should strive to break through the monopoly of Hangzhou in the network sales of leather products. In foreign countries, we should take Russia as the bridgehead and give full play to the existing advantages of Xinji leather enterprises in foreign trade“ A team of seven Russians has been helping Xinji international leather city to build a Russian website, which has both Russian and English versions. This will be a ready-made product to promote Xinji leather clothing; Billboards & quo