Electricity Providers Stride Down Hidden Care Machines

Touching or leaving of traditional brands Online retailers The delicate game of platform, Tmall's "double 11" hit a 35 billion yuan success on a single day? No one will doubt the strong charm and concern of the 2013 electricity supplier in the apparel industry. And what changes are there in the big step of 2013's clothing business?

　　 Scheming 1

Attack or defend, brand's choice of electricity supplier

Two years ago, the United States announced that when it stopped the business of e-commerce, it would also grant the e-business brand "AMPM" and "Qi" its e-commerce business and the right to use brand online for the business of its affiliate business. Two years later, the United States cried out the slogan of "comprehensive convergence of online and offline business operations".

In October this year, the United States announced that Shanghai's AI Shang Bang would no longer operate e-commerce related to listed companies, and Hua Hua investment would transfer the domain name freely to the listed companies to cooperate with the United States apparel integration entity store and Internet operation. Now the status of the electricity supplier is no longer the same, and the US bond strategy is to integrate online shopping with offline experience through WeChat, Alipay and other mobile terminals.

At this point, the return of BPO is not just the beginning of the revival of the B2C program, but the definition of the electronic business platform in O2O. Zhou Chengjian, chairman of Metersbonwe apparel limited, commentary on this. "In the Internet age, brand is no longer a symbol of clothing, and it is being replaced by scene symbols."

After four years of precipitation, in April 2013, YOUNGOR launched the electricity supplier again. With the help of the third party to provide services for building and operating flagship stores, as well as internal training, integrated marketing, ERP and other services, Tmall launched its main business platform, including Tmall and Jingdong, and promoted YOUNGOR brand and its fashion Menswear GY brand. This time, YOUNGOR's strategy is very clear: in the process of online and offline exploration and conflict, the integration and balance between them will eventually take place.

In the past two years, the brand marketing strategy of women's clothing brand Gloria has achieved remarkable success. The sales volume of its network has leaps from 70 million yuan in 2011 to nearly 300 million yuan in 2013.

In 2012, Liu Shichao, general manager of e-commerce and Internet marketing, who joined Gloria, made two judgements at the end of last year. First, the future will be divided online and offline, without "electricity" only "business", while Taobao will shift its focus to the mainstream and mainstream brands. Two, after last year's "double 11", the electricity supplier will be the only one. compete From the front end sales and creativity to brand strength and influence.

"The Epee has no front and is too skillful to work. This is the essence of the brand competition in the future." Liu Shichao said that the explosive growth period of China's electricity supplier is about to end, and the growth rate of many businesses will remain at 20%~30% in the next year.

Former Jingdong mall president assistant, clothing brand e-commerce NOP founder Liu Shuang once said, in 2013, China clothing electric business entered "three years of natural disasters". The era of "great leap forward" has passed, and inventory problems, such as backlog of funds, capital disconnection and high market costs, have made the whole industry suffer from internal and external troubles.

Especially for vertical electric providers, 2013 is particularly sad. In mid October, all customers were trapped in the "debt collection gate", rumors of capital chain breakup, suppliers' debt collection "big play", mass layoffs and pressure from investors. After a series of struggles, van guest announced that he would abandon the platform route, return to the brand strategy, throw away the turnover, the marketing scale and gross margin, and turn to the design and quality of products, and pursue profit and zero inventory. {page_break}

In the face of competition, many vertical electric providers are playing the "low price card", in line with the "silk" group as the goal of marketing means, in a short time to gather popularity is not a problem. However, when the impression of brand in the minds of consumers is cheap or cheap, the vertical electricity supplier's repeat purchase rate is very difficult to get out of a sustained high position, which may be a lesson for everyone.

　　 Scheming 2

O2O, consumption experience transformation

According to Bain, an international consultancy, China's online shopping market is expected to grow by 42% in 2013. By 2015, the market will reach 3 trillion and 300 billion yuan, and 2016 will exceed 3 trillion and 600 billion yuan. The charm of the electricity supplier has not been much talked about, especially the huge opportunities hidden in the clothing business, attracting many traditional brands, and spawning numerous or hot or nameless network brands.

If 2012 is the year when clothing brands use electricity suppliers to concentrate on inventory, then 2013 clothing The decisive battle point of the electricity supplier is undoubtedly the user experience.

John Naisbitt, a management guru, once said in his book, "do you want to sell things? First, you must make people happy." In the past, low price is an important factor to encourage consumers to enjoy their pleasures. The use of e-commerce platform to clear inventory is also the logic of "low price = consumer experience". But data show that consumers who choose online shopping because of low prices are only 48%, and this proportion is still declining.

In this age of experience, the force of price factors is obviously not so good, especially the wide application of big data in the field of clothing, which makes consumption experience more and more important.

The most recent example is this year's "double 11" in order to enhance user experience, Tmall makes a big deal in logistics. Through the application of big data products, we coordinate the logistics system and strength of the whole society to solve the logistics problem.

In addition to upgrading the consumption experience in logistics, emphasizing that the O2O mode of "experiential consumption in stores" is also a powerful tool for 2013 to increase consumer experience in clothing business. Compared with the traditional mode of "online consumption" of traditional electricity providers, O2O can promote mutually beneficial cooperation between online and offline businesses. Especially for those clothing brands that have hundreds of stores across the country, the O2O mode will undoubtedly play a key role.

In December 6th, following Metersbonwe and Semir, Giordano announced that it will reach strategic cooperation with Alipay in mobile payment, public service and membership system. Hou Tong, chief information officer of Giordano, said that the O2O will open up online and offline, so that consumers can enjoy more shopping choices. It is understood that shopping in Giordano store in Southern China requires only one smartphone to pay in 3 seconds. Pathfinder in the previous earnings report also showed that by strengthening the management and innovation of online business platform, the brand introduced online business into online, and gradually promoted the O2O mode of "goods + services" to maintain its rapid growth. In addition, represented by UNIQLO and other international brands, the O2O case has been touted by the industry. It can be said that O2O is not a trend in 2013, but a situation.

　 Scheming 3

Double 11, counter attack of traditional brands

In 2012, the "double 11" is undoubtedly the world of panning brands. The sudden rise of the performance has enabled these black horses to go strong before consumers. However, for the "double 11" in 2013, the Amoy brand is not the biggest winner.

This year's "double 11", most of the top three of the category are almost swept by traditional brands. Only 5 of the 18 brands in the "double 11" camp are brand names, compared with last year. In fact, this trend can be seen from the data in 2012. According to the monitoring data of the China Electronic Commerce Research Center (100EC.CN), in 2012, there were 5 brands of Taobao's "double 11", and one of the original Tmall brands.

"Double 11" as an annual business carnival, like a marathon race, from the sales volume of only 50 million yuan in 2009 to the astonishing figures of 35 billion yuan in 2013, today, the brand of the Amoy brand is slightly less stamina, and the news of selling cash is constantly on the market. GXG and millet worms have been bought and sold by Semir and camel in succession this year.

Traditional brands have brand influence, complete supply chain system, perfect after-sale service system and strong traffic hematopoietic capacity. These are unmatched by the brand in a short time, and this is what Tmall's "double 11" sales target is set at 30 billion yuan.

In 2013, "double 11" was given to Amoy. brand A signal that traditional brands become mainstream in Taobao and Tmall platforms is the trend of the times. In this regard, some Amoy brands are gradually weakening their positioning of the Amoy brand, packaging into a traditional brand "show people", and in the future, taking O2O as the background, more and more Amoy brands will achieve "landing". Therefore, the definition of Amoy brands and traditional brands should be blurred. Of course, some Amoy brands choose to adhere to the "one road to the dark" and continue to focus on small and beautiful routes. In the end, which way can make the tired brand out of the market? Maybe only in 2014's "double 11" can we get the answer.

However, if the traditional brand is the absolute winner in this year's "double 11", the performance of some brands is unexpectedly not as good as expected. The turnover of JEANSWEST's "double 11" is 55 million yuan this year. Not only did it not reach the expected 80 million yuan, but it was even lower than last year's 57 million yuan.

JEANSWEST believes that the decrease in the number of visitors is the reason why the volume of turnover is not satisfactory, but the conversion rate is still increasing from the day's transaction. Liu Weiwen, managing director and deputy general manager of JEANSWEST International (Hongkong) Co., Ltd. said, "this year, a large number of international brands have been stationed, and at the same time, many categories have been added, so that the traffic volume of visitors has been dispersed."

According to statistics, a total of more than 30 thousand merchants in Tmall mall participated in the "double 11" business this year, which is 3 times the number of last year, and this has a lot of "mass base" international brand "spoiler", which added a fire to the fierce competition situation. On the list of "double 11" preheating, famous international brands such as Gucci, Armani, COACH and Calvin Klein are on the list. For the first time in the "double 11" UNIQLO, its Tmall flagship store has a daily sales of over 110 million yuan.