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Henan Apparel Industry Group To Engage In E-Commerce

2014/1/12 13:43:00 40

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at the beginning of the new year, < a href= "http://www.91se91.com/news/index_c.asp > > Henan garment industry < /a > has caught a" early collection "in the field of electronic commerce.

Recently, at the ESEY Clothing Industry Park held in Zhengzhou in 2014, the garment industry in Henan province held a new spring festival, and more than 100 garment industries in our province announced the establishment of a professional electricity supplier alliance, which will build an area of 300 acres of e-commerce logistics park.

At the beginning of the new year, P clothing industry in Henan has made an early start in the field of e-commerce.

There will be specialized logistics distribution centers in the future, which can accommodate at least 300 businesses, making it easier for Henan garment enterprises to interact with each other and deliver goods quickly.

"e-commerce has become an indispensable channel for the development and pformation of traditional garment enterprises.

Using e-commerce platform, small and medium-sized garment enterprises can reduce operating costs by more than 10% and raise market share by about 15%. "

Li Gang, President of Henan garment industry association, introduced.

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2012, < a href= "http://www.91se91.com/news/index_cj.asp" > electricity supplier < /a > war, for the traditional industry, it is undoubtedly a disastrous year. Especially in the clothing industry, in the face of the impact of a wave of electricity supplier boom, the entity clothing store has become a network fitting room. According to incomplete statistics, the industry profit fell by 8% to 10%.

Henan clothing test water electricity supplier

, however, there are also some people who have gained great profits in the battlefield without smoke. There is news that ESEY Clothing Co., Ltd. (hereinafter referred to as ESEY trousers) has broken through 15 million yuan sales in the "double eleven" business war. The Zhengzhou Ya Li Da dress limited company (hereinafter referred to as ya Li Da) also officially entered the electricity supplier field in March this year, and broke the 20 million yuan turnover in just five months.

For such a performance, it is inevitable that the traditional garment industry will begin to consider the way of channel pformation.

Compared to the above two companies, M·SUYA is an early layout of the electricity supplier. As early as 2005, M·SUYA set foot on the electricity supplier's journey. "However, because it is a groping period, it is inevitable that we should bump into each other. Until 2007, M·SUYA's e-commerce sales reached a small peak. That is when we realized the gap between the electricity supplier and the traditional sales, so we decided to increase investment in the field of P."

M·SUYA's brand director Gao Rui told reporters.

compared with M·SUYA, ESEY trousers were later entered the field of electric business.

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in March 2011, ESEY trousers began to layout the electricity supplier market, but it was the best one in Henan. In the first half of 2013, the sales of ESEY panties reached 80 million yuan, and the electronic business team expanded from 3 to 100.

its electricity supplier CEO Li Dongming told reporters that ESEY women's pants in the field of electricity providers can achieve such a result and the brand itself has a great relationship. "ESEY pants after all, deep ploughing women's pants Market for more than ten years, has a certain consumer groups and loyal customers. At the same time, when we test the hydropower business, in operation and product design are not the same as traditional sales, we will launch different styles and styles on line to avoid the impact on our offline products, but problems also arise."

"sales mode of different categories will inevitably cause waste to our products, so the focus of our next work is to integrate online and offline resources to achieve product optimization and integration."

Li Dongming told reporters.

from the start of the business, Ya Li Da believed in one sentence: "only one thing in life."

Therefore, the online products of the company are almost the same as those under the line. Zeng Heng Heng, director of e-commerce, told reporters, "although the company started late in the field of electricity business, its development is not slow. It is due to the importance of the company and the online marketing on the line. Therefore, the online performance is bound to be high!"

but for the three garment companies, traditional sales are still their main source of achievement. Although they have all indicated that they will adjust their strategic principles and achieve two-way progress, how to adjust and layout their businesses in the field of fish and fish has become the heart of many apparel enterprises.

experts come to support /strong < .

for this reason, some experts said that the traditional garment industry wants to succeed in the field of electricity supplier, the following three steps are essential.

first, brand.

The influence of brands is enormous. Whether online or offline, brand is always the first choice for consumers.

Once your business or product is brand image in the eyes of consumers, your competitiveness in the market will have a huge advantage.

according to the current domestic electricity supplier pattern, if the traditional industry wants to build the brand online, the route it must take is nothing more than two kinds: one is to do its own brand's B2C business, the other is to cooperate with the existing brand electric business, so as to enable itself to develop rapidly with the help of its natural flow advantages. Two

for the former, it is more suitable for the existing large-scale brand enterprises, such as Adidas, Nike, JEANSWEST and other large traditional clothing enterprises.

First, because these brands have already formed a mature market, there is no need to worry about the publicity of brands.

Two, these enterprises themselves have enough capital strength to expand the network sales channels, and they can compete with the existing brand electric providers.

if your company belongs to a small brand, the wisest choice is to cooperate with the existing brand e-commerce providers. This will help solve the problem of development and profitability in the early stage of enterprise pformation.

The main thing is that it will not be squeezed by existing brand electric providers. After all, you do not have the strength to compete with them.

Second, new operation mode.

For the traditional clothing industry, how to survive and develop after pformation is a difficult problem.

At present, the domestic electricity supplier structure has gradually become clear, and the enterprises that can compete with it are few and far between.

If the confrontation is positive, then the probability of failure will be greatly increased, or even fail.

Therefore, we might as well take a detour, instead of confronting it positively, but actively seek a new mode of operation.

for small and medium-sized enterprises, the independent B2C market is hopeless. If we want to stick to our own brand road, we may try a new model.

This model is to expand its sales channels by developing the model of brand agent online.

The advantage of this is that we can well grasp the price setting power, balance the price difference between the line and the offline, and avoid the embarrassment of "paying for the offline fitting line".

of course, there are still a lot of new business models. This is just one of them.

The more business mode lies in the continuous attempt and discovery of enterprises in operation.

Third, the road of differentiation.

The path of alienation is far from the existing brand of e-commerce.

As far as possible, it does not conflict with the positive side. This undoubtedly can increase the survival and development opportunities of enterprises.

The new operation mode proposed by the expert is also one of the differentiation paths of the enterprise, which belongs to the differentiation of the operation mode.

Besides P, we can also choose many differentiated roads.

For example, the differentiation of customer service, the differentiation of promotion channels, the differentiation of marketing channels, the differentiation of logistics distribution, and the differentiation of online and offline services.

The choice of differentiated roads can not only avoid fierce competition in the electricity supplier market, increase the chances of success in enterprise pformation, but also be more conducive to the shaping of enterprise brand. In those days, all objects were popular because of the choice of differentiation path, making it open up a new path quickly in the electricity supplier.

at present, the environment of < a href= "http://www.91se91.com/news/index_cj.asp" > domestic electricity supplier < /a > has basically matured.

Under the tide of electricity supplier, not only do electric business enterprises experience shuffling, so do traditional enterprises.

Nowadays, the pformation of traditional enterprises has become an inevitable trend. Perhaps this is a wave for the development of the domestic electricity supplier market.

At that time, the integration of online and offline will accelerate, and the industry will gradually become stable after fierce competition and a hundred schools of thought contend.

I believe that it will be the beginning of the real electricity supplier era in China.