Wenzhou Famous Shoes And Clothing Brand Market Advantages Surrendered Beautiful Report Card

< p > "we have 20 million yuan of leisure wear inventory, we want to digest it through the electricity supplier channel."

"This year's foreign trade list is not easy to pick up. Do you want to sell it online?" "it's already burning 2 million yuan to burn the electricity supplier. Do you want to continue burning?"

Chen Qixiang, a target= "_blank" href= "http://www.91se91.com/", "clothing less than /a", vice chairman of the electricity supplier Association, every day, many of the phone calls from Wenzhou are discussing the same topic.

Traditional < a target= "_blank" href= "http://www.91se91.com/" > shoes < /a > clothing enterprises to enter the electricity supplier is not a new topic, and this old topic always staged a new story, which is hopeful and tangled.

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< p > according to a recent survey by the Municipal Bureau of statistics, 9.6% of the enterprises in Wenzhou shoes and clothing industry are involved in the field of electricity supplier, and 9.8% are ready to enter.

About half of the businesses involved in e-commerce are "less than one year".

Compared with Shanghai, Hangzhou, Ningbo and other cities, Wenzhou is obviously lagging behind.

By the end of 2011, more than 60 entrepreneurs in our city went to Hangzhou, Ningbo and other places to study Taobao, GXG, Tonlion and so on.

The "electricity supplier Tour" has aroused great enthusiasm for Wenzhou shoe and clothing enterprises to enter the electricity supplier.

In January 2012, under the leadership of the city clothing trade association, the Wenzhou Business Bureau issued the "Wenzhou clothing business alliance".

This year, "Taobao president class" to Wen, more than 30 bosses heard news registration, into the classroom learning.

Enterprises that have not "touched the net" are pressing to March, but many enterprises of "touches the net" simply sigh the depth of the electricity supplier.

8 of the 10 companies doing electricity business are losing money, Chen Qixiang said. This is very common in the industry.

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< p > Beautiful data < /p >

< p > according to official information provided by Taobao, as of June 2013, there were more than 16 thousand sellers of various kinds of online stores in Taobao, and 9 of them had annual sales volume of over 100 million yuan.

In the first half of this year, three enterprises of Semir, AOKANG and red dragonfly achieved online sales of nearly 600 million yuan. The famous shoes and clothing brands in Wenzhou also produced beautiful report cards on the Internet with the market advantage accumulated in online business.

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< p > large enterprises focus on brand expansion, while small businesses regard the electricity supplier as a platform for pformation and upgrading.

The original product of the shoe industry is low, mainly for rural market, primary school and other groups.

After entering Taobao Tmall, using mature production line, updating design and changing position, facing young people and college students.

Since its entry in the second half of 2011, its sales volume has exceeded 10 million yuan in just three months, and this year's sales target is 60 million yuan, which will account for more than 50% of the total sales volume. Online sales have become the main operation direction and profit source of the human shoe industry.

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< p > Deeremarchi (Deal Madge), known as a dark horse in the field of men's clothing, has entered the top ten of Tmall men's clothing sales for two years. The founder of Hangzhou brand Li Junhui is a real Cangnan person in Wenzhou.

Li Junhui has a garment processing factory at home, a typical local family workshop in Wenzhou, and has been doing the clothing trade for more than 20 years.

In 2008, Li Junhui moved to Hangzhou and began to run his own e-commerce brand, diel March.

Starting from thousands of dollars, slowly build up their own team.

Every year, Taobao's "double eleven" is the time of "demarch".

In 2011, sales on that day were 20 million yuan; in 2012, it was 80 million yuan.

Li Junhui revealed that Deal Madge, who started online, will also open a physical store.

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< p > the pformation of Cangnan clothing to the electricity supplier based on OEM is showing a trend of prairie fire.

Beginning in 2011, Ding Pang a target= "_blank" href= "http://www.91se91.com/" > dress < /a >, foreground dress, AI Rosen clothing and so on started e-commerce in Taobao, Dangdang, Jingdong mall, vip.com and other platforms.

"Since the company opened online trading platform, the benefits of enterprises have doubled."

Chen Yili, chairman of Cangnan AI Rosen Garments Co. Ltd.

At present, a number of Cangnan enterprises have their own brands, online sales of over 10 million, to achieve self-produced and self marketing.

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< p > losing money making earnest call < /p >.

< p > some people say that these scenery data are burned out and invested heavily in the early stage. Only by insisting can we see the possibility of making profits.

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Behind the achievements of AOKANG's 200 million multivariate P is strong human and financial support.

AOKANG's e-commerce Department has 150 people, more than a few other department salesmen combined, and even spawned new logistics departments, logistics warehouses and logistics systems.

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< p > for ordinary enterprises, how to form a professional electricity supplier team is a big problem.

Wenzhou entrepreneurs who are well versed in the offline operation are quite different when they go online.

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P, a women's clothing trade enterprise in Ouhai, has an annual output value of about $56 million. Although it has stable foreign trade orders, it is in a bottleneck of increasingly small profit margins, and joined the electricity supplier in 2011.

"Do your own brand, let foreign trade and domestic sales walk on two legs."

This is the most common voice in the industry at that time.

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< p > the person in charge of the company told reporters that the original plan was to invest 2 million yuan to promote its own brand in Tmall mall.

From the beginning of recruitment and operation director, the mature operation of the whole team, such as art, customer service and logistics, took more than a month.

After that, it will cost 50 thousand yuan / day to spend money like water, drive through train and join Juhuasuan.

In the words of the director of operations, "burning tens of thousands of dollars a day is very normal".

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< p > "in addition to the cost of advertising input, stocking is also a major difficulty in the pformation of our enterprises."

The person in charge said that the production of foreign trade is based on order production and no inventory pressure.

Now, for the sake of "exploding money", at least eleven or even tens of thousands of pieces should be stocked for a product.

"Every activity is a battle unknown to us."

Last year, "double eleven", a shirt sold more than 3000 pieces, others looked good, only we ourselves know that this is a money losing call.

The person in charge smiled bitterly.

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< p > now, the total investment is far beyond the budget at that time, but this enterprise has not yet gone out of the "burning money" vicious circle.

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Ms. P, who is nearly 50 years old, is the manager of a brand of men's casual wear. She owns dozens of Direct stores and franchises, as well as many "fast fashion" brands.

"Taobao platform should be used."

Ms. Chen said that in January of this year, she tried to form a team from the original company, and found it very unprofessional.

It was introduced that a TP (Taobao third party service provider) arrived.

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< p > "they have said that they will pay $100 thousand a year for the operation of the online store, and that the annual sales volume will be $5 million yuan."

After reaching this sales volume, give them a rebate of 7%. If they fail, they will refund the service fee in full.

Knowing the size of the company, and some of the successful cases they provided, Ms. Chen decided to outsource the online store.

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< p > now half a year has passed. The decoration of the shop is beautiful, but sales haven't improved much.

"At the beginning, there were more than 100 people in their team, but there were hundreds of agents.

Per capita, how much energy do you say we can put on our products? "Ms. Chen said," far from the promised sales, but the other side explained that it is necessary to increase advertising investment, and the more it comes to the rear, the more obvious the effect will be.

Tens of thousands of dollars have been invested in the cost, and Ms. Chen is in a dilemma.

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< p > how to do < /p > in the future.

In the P interview, every enterprise has different difficulties and entanglements in talking about the electricity supplier, but no one says that the electricity supplier is not worth doing.

Knowing that there are tigers in the mountains and going to Hushan line, Chen Qixiang said that the advantages of Wenzhou's traditional light industrial industries accumulated over the past decades will be the biggest opportunity for us in the field of electronic commerce in the future. Only at present, the atmosphere and platform of Wenzhou's electricity providers are still scarce, and resources have not yet been effectively integrated.

For Wenzhou shoes and clothing enterprises to enter the electricity supplier, many enterprises responsible person thinks that several major problems need to break through.

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< p > one is the change of the concept of entrepreneurs.

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< p > compared with Hangzhou, Shanghai and Guangzhou, our city's knowledge of online business is relatively insufficient. Many enterprises are still at a stage of small business, holding a "try to see" attitude, lacking long-term and complete planning. Some are just using online sales as a means to deal with backlog stocks in the short term.

In the process, Ms. Chen encountered such a problem. How to make the low price sales on the Internet will not affect the sales under the line, and how to prevent franchisees from being hurt.

The practice of some enterprises is to sell stocks on the Internet for only two years or more than three years.

Some enterprises do not sell stocks, only sell new products.

For example, the Red Dragonfly shoe industry takes the differentiated development of the online and offline platforms. Each series develops 8 to 10 products, and selects 2 to 3 Personalized styles online for sale.

The quality of online and offline products is the same, but the styles are different.

Other enterprises only sell "network funds" on the Internet, use slightly cheaper raw materials, and make subtle adjustments to different styles of people.

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< p > two is the training of professionals and communication atmosphere.

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< p > talent is not created but cultivated.

A person in charge of a company said that a good director of operations in Wenzhou's annual salary is 2.3 million yuan, twice as high as in Hangzhou.

High salary is not a priority.

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< p > it is understood that the current "Wenzhou clothing business alliance" and Taobao University, and other professional training institutions to cooperate, to maintain the monthly two small training, a large training frequency.

The alliance has also worked with Wenzhou University, Wenzhou Vocational and Technical College, Zhejiang industry and Trade College and other universities to help enterprises pport talents and solve the demand of more than 20 garment enterprises in Wenzhou for e-commerce talents.

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< p > under the alliance organization, the business executives have participated in the exchange meeting for many times. They have shared and summarized the experience. The "double eleven" has been jointly promoted on Tmall, and the "double two" links each other to increase traffic on Taobao.

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< p > three is the establishment of industrial development agglomeration platform.

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< p > Wenzhou businessmen tend to be fasctuous, and the advantages of the industry cluster are especially obvious.

According to Chen Qixiang, the "electricity supplier alliance" put forward the idea of building a "center, four platforms".

"One center" is the electricity supplier service center, the "four platforms", that is, the electricity supplier headquarters building, the stock distribution platform, the logistics distribution center and the electricity business personnel training platform.

At present, the "Wenzhou clothing business service center" (www.0577688.com) has been formally launched, and the training of e-commerce talents has also been well carried out. The goal is to build the "Whampoa military academy" of Wenzhou's electricity supplier, while other platforms are still being implemented.

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< p > the electricity supplier headquarters building will be built in the TP company, professional photography, model companies, training institutions, and so on, forming a complete service area of the electricity supplier industry chain.

Enterprises can share resources, and the major activities such as "double eleven" can react quickly.

The completion of logistics distribution center will achieve the goal of fast shipment and cost reduction.

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The establishment of inventory distribution platform has also been trying in < p >.

Last May, clothing companies such as Oman and Dia jointly promoted on Juhuasuan and sold 26 thousand pieces in 20 minutes.

Tang Wenfu, chairman of the Cangnan clothing trade association and chairman of Ding Pai dress, said: "compared with some of Taobao's Amoy brands and small shops, traditional enterprises turn into electricity providers.

But we can integrate the advantages of Wenzhou clothing. When you take out your shirt, I will put up a jacket, combine a distribution website, and assemble the supply chain with them.

Amoy brands and small shops are doing better. They do not have a production line. They will never know clothes better than we do.

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