Dongguan Women's Clothing Can Stand The Test.

Why is e-commerce an opportunity for traditional women's clothing enterprises? Why is it more suitable for Dongguan's traditional women's clothing enterprises to make Tmall instead of Taobao?

　 Foreign trade is flagging, and e-commerce has become a shortcut to transformation.

In Dongguan, many traditional women's clothing enterprises have the background of processing trade, but since the economic crisis in 2008, the export of foreign trade has been weak. This forced the traditional women's clothing enterprises to consider foreign trade, and some processing trade enterprises have begun to transform their brands, but the experience of the internal marketing is not rich, and e-commerce is providing a shortcut for its entry into the domestic market.

In addition, there is a retail premium.

In order to make the data objectivity, we searched Tmall and Taobao separately for "dress". We can see that in Tmall, the average retail price of the dress is over 120 yuan, while in Taobao, if the dress is to be sold well, the average retail price is compressed at around 32 yuan, and it also needs to be mailed. What does this mean? I believe many businesses are very clear that gross profit is high and net profit is high. The core of wholesale is to earn profits at low prices, which is for small profits but quick turnover. The core of retailing is to get a profit from the brand premium, which is also small profits but quick turnover, but the profit of retail is much thicker than that of wholesale.

　　 Finally, it is the support of platform resources.

This is the best era and the worst.

For traditional women's clothing enterprises, whether they do Tmall or not, the resources are there, only increasing; double eleven, two, Juhuasuan, all kinds of thematic activities...

For the Taobao market, where the grassroots entrepreneurs gathered, Ma announced the so-called "small and beautiful" strategy in September 2012.

But people who have been mixed up with Taobao's market for many years understand that these are too far away.

Threatened with

　 1, offline channels and online channels interest conflict

The higher the brand's maturity and popularity, the more frequent the conflict is between online and offline. For traditional women's clothing enterprises with no brand or low brand awareness, the conflict between online and offline is not a big problem. So this threat is only targeted at the distribution network below the line, and at least the well-known brands in the whole province. With the maturity and popularity of the brand, the processing trade type women's clothing enterprises will not be able to distribute goods only in the network channel. As long as they distribute goods online, the threat posed by this conflict of interest will exist.

2, the third party service providers with good and bad mix.

Traditional women's clothing enterprises fail to do business in addition to taxing or blindly leaping, there is a situation that part of the whole shop or all trays to third party service providers, without good hardware and software conditions, the traditional women's clothing enterprises this practice is understandable, but in the current situation, the third party service market is still in an extensive period, the vernacular, the forest is big, what birds have, not that there is no outstanding third party service providers, but this market is not yet mature, every year there will be merger or closing events, all kinds of money do not work, take money to do bad things are common. But the quality service providers still exist, but we lack a pair of eyes.

3, the brand shaping cycle is longer and the investment is larger.

Brand premium is not born naturally, and it needs to be invested and operated year after year. The quality of operation can be measured by the ratio of input to output and the length of time spent.

Brand strategy is a long-term and persistent process. It will take at least 5 years from everything to Amoy brand, and at least 10 years from Amoy brand to real brand. Not designing LOGO, getting VI, writing a story, and registering a trademark.

Preferred entry platform

In the more developed countries of e-commerce, B2C is usually dominant. Due to the constraints of products, funds, personnel and management in C shops, it is difficult to provide consumers with standard high quality services. Therefore, it is not recommended that traditional women's clothing enterprises do C shops. The share of C2C is very large, but the resources given by the platform are very few, which is not conducive to the brand building and the sustainable development of online shops.

At present, the preferred platform in addition to Tmall and Jingdong and pat mall. There are three kinds of Tmall tariffs: deposit, technical service annual fee and regular deduction technical service fee (5%). In terms of margin, brand flagship store (one brand or multiple brands, actual owner), exclusive store (one or more authorized brands) TM 100 thousand, R 50 thousand; franchise store (two or more private brand or authorized brand or private brand and authorized brand mixed operation, one category can only apply for one) TM standard 150 thousand, R Standard 100 thousand; store flagship store 150 thousand. Tmall settled for three months as an assessment period, and sales of more than 100 thousand in third months can be supported by Tmall resources. The annual fee of category technology service for women's clothing is 60 thousand, and the sales volume of merchants in 2013 does not reach 360 thousand. It will no longer renew the contract for the next year, and will refund half of the annual fee of 30 thousand. 1 million 200 thousand of the total annual fee will be 60 thousand.

Settled in buy The registered capital of the company needs at least 500 thousand. There are four kinds of FBP that Jingdong can cooperate with at present. (merchant uploads goods, merchants store five places (Beijing, Shanghai, Guangzhou, Chengdu, Wuhan) (support 211 limit time, self mention, cash on delivery, POS swipe card), customer experience value is highest. Jingdong arranged customer service warehousing and distribution, merchants to Jingdong value-added tax invoices, Jingdong to consumers to open an ordinary invoice; LBP (within 12 hours of packaging and delivery to Jingdong warehouse, businesses to open value-added tax invoices, to customers to open an ordinary invoice); SOPL (within 12 hours of packaging and shipping to the warehouse, from merchants to customers); SOP cooperation mode similar to Tmall, warehousing and logistics are responsible for the merchants themselves, requiring 12 hours of delivery. This model is more suitable for the existing E-commerce Team merchants, and can operate two platforms at the same time.

Merchants stationed in Tmall and Jingdong mall have different identities, stationed in Tmall is a retailer, and stationed in Jingdong mall is a supplier. E-commerce is the only way to generate maximum value for consumers.

Clap the mall to rely on the big tree of the Tencent, is not worry about the flow, if the business energy and resources can cope with the whole network distribution, in addition to Jingdong, pat the mall should also consider stationed. The company has a minimum registered capital of 100 thousand. The mode of operation is similar to that of Tmall.

From the e-commerce industry as a whole, there are still constraints between profit and scale, defects in intellectual property and copycat piracy, and the imbalance between platforms and independent e-business providers.

But market rules tell us that E-quotient As the market matures, C2C's market share will be occupied by B2C one day, and more and more C stores will be upgraded to B2C or be bought or merged by other enterprises. Taobao's dominance will be broken, and B2C businesses will welcome their spring.