Clothing Brand "Three No" Independent Online Shopping Mall Encountered Embarrassment

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< p > recently, the four brands of ONLY, VERO MODA, JACK&JONES and SELECTED come out of the independent B2C mall.

When the focus of the O2O mode shifted from the PC side to the mobile phone side, although there were many third party platforms, there was still a slower a href= "http://www.91se91.com" > clothing < /a > the enterprise chose to open up the "three no" independent mall with no traffic, no comment and no volume at this time.

Where is the embarrassment of "three no" websites tomorrow? < /p >

< p > < strong > the embarrassment behind the beautiful website < /strong > /p >

< p > the four brands of Beijing fashion brand are almost all over the major shopping malls in Beijing. However, many shopping malls in Beijing APM, Dongxin Xintiandi and Wanda Plaza have found no sign of drainage on the online platform.

Not only is it difficult to find traces, but many guides are not aware of the company's independent online shopping mall.

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< p > in fact, last June, the official mall of ONLY was launched.

8 months later, the fashion led fashion line of JACK&JONES's official business city.

At present, ONLY and JACK&JONES have been online and start selling products.

VERO MODA and SELECTED are still being planned.

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< p > reporter browse to see that, apart from its flagship store opened in Tmall mall, the single product display page of the independent mall website is more vivid, rich in < a href= "http://www.91se91.com/news/index_h.asp" > fashionable /a sense, and has a complete set of collocation guides, single product details, details and so on.

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< p > from the head of the fashion designer, one of the heads of the fashion department did not respond to the meeting.

Another official said that the goods of the independent mall and Tmall mall were mostly the same. The biggest difference was that the independent mall was basically controlled by the group.

For more details, the person in charge has not disclosed much.

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< p > although the line of independent mall marks the comprehensive touchscreen of the fashion fashion, it is already a long way from its peers.

In terms of price, according to a customer service introduction by ONLY mall, Janis, ONLY official mall does not offer any discount activities at present, but it is free of postage.

Although the customer service indicated that the sales volume of the independent mall was good for more than half a year on the line, the Beijing Commercial Daily reporters visited several products under its popular single product and found no comments and trading volume data.

The two brands in Tmall mall part of the monthly volume of pactions is nearly 1000.

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< p > < strong > the platform is difficult to have the initiative. < /strong > < /p >

< p > not at the best time to touch the net, but also actively moving forward, is seeing the brand research center director Lin Yifan that clothing enterprises to enter the third party platform to a large extent, the entire paction control and initiative is not in their hands.

Because users and platforms do not belong to themselves, there will be trouble in the future for the management and maintenance of brands and users.

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< p > for garment enterprises, the change of consumption trend has made the business in the online field more and more important. Many factors restrict the clothing enterprises to open their own independent mall.

However, even after opening up an independent mall, most garment companies have not done enough in terms of brand promotion, online and offline and third party platforms.

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< p > in the view of Cheng Weixiong, general manager of Yalu holdings director, the independent clothing mall is actually trying to win its own future.

Although the independent mall has not yet formed a scale, the clothing enterprises can always maintain their own voice.

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< p > Cheng Weixiong said that clothing enterprises can build their own shopping mall according to their own wishes for the two time development, which has an advantage for product display. At the same time, the a href= "http://gwj.sjfzxm.com" with independent domain name > online shopping mall < /a > is more conducive to brand promotion, and convenient for consumers to remember and increase the impression.

The most important thing is that the user information is all controlled by himself, which is more efficient for member management and loyal customers.

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< p > < strong > difficult to find O2O contact point < /strong > /p >

< p > nestling under the third party platform, it is very difficult for garment enterprises to achieve seamless integration between online and offline.

If you do not choose to build your own platform, it will be very difficult to achieve the real meaning of the O2O mode.

However, the existing independent mall clothing enterprises in promoting and online drainage is still very lacking, for the O2O mode has yet to find a way.

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Last year, P bought the Bong network.

Zhou Chengjian, chairman of the US state, said that the company will start the O2O mode and plan to replicate the O2O test shop to the national key cities. In 2014, the company will implement 100 models and achieve the scale of 1000 in three years.

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"P," but the reporter visited the flagship store in Xidan, which has not yet entered Beijing.

A number of shopping guides also said that the company has not received information about store upgrading recently.

At present, the United States store in Wangfujing and Xidan is still what they used to be.

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< p > in Lin Yifan's view, the original intention of the founding of Bon network in the early years of the United States was to become a B2C mall. Now, the buyback of the state purchase network is moving closer to the O2O mode. But at this stage, although the technology is mature, the United States has not yet found a good contact point to really merge online and offline.

"This is not only the bewilderment of the United States, but also for the whole industry, because many managers come from physical retail, lack of Internet thinking, and make O2O explore the road slowly."

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