Shenzhen Clothing Avoid Free Shop Fitting Shop

A few days ago, a new entry in the Dongmen Sun Department Store clothing Shop, the public is trying. clothes 。

Shenzhen's booming garment industry happens to be at the forefront of the transformation of the Internet mode. While Shenzhen's clothing is bigger and stronger, it is facing the dilemma of clothing entity shops becoming free "try out clothes shop" and "shop copy number online shopping". Shenzhen Business Daily reporter recently found that: Shenzhen clothing brand enterprises actively transform to deal with the Internet mode, brand stores have opened shop in Taobao, but the entity store is still Shenzhen. Brand clothing The main channel of sales, enterprises are also exploring the new mode of OTO shop.

　 A free dressing shop

Low prices, simple logistics channels and door-to-door services, so that online shopping has become an important shopping channel for more and more white-collar workers, while the clothing stores have been hit hard, but even more difficult for clothing entities to shop.

Friends and interviewees always complain to reporters that clothes in Shenzhen shopping mall are too expensive, and a good material and exquisite workmanship are often thousands of dollars. More and more women are in love with online shopping clothes. They go to the store to try on clothes first, quietly record the clothing specifications and models, and then buy them online. The reporters also tried to clean up the goods. Before the door, there was a large MALL, a skirt of nearly 2000 yuan. After trying it out appropriately, online shopping could get 60 percent off! Not only did you wear the fancy brand of Shenzhen women's clothing, but also got the "cheap" price.

According to the analysis of an industry personage in Shenzhen garment industry, there are three kinds of situations to buy online shop, one is brand franchisee, the other is stealing goods directly from warehouse, one is fake and shoddy. In either case, the damage to the brand is very large. Such online shopping mode makes brand clothing bosses headache.

Reporters found in the interview, resolutely combating online purchasing has become a way of survival for Shenzhen's clothing brand to deal with the Internet. Once brand franchisees are found to be in the online purchasing business, the clothing brand stores will be heavily fined, and the penalty will be as high as 50 thousand or 100 thousand. But this way of coping is clearly unsuccessful.

From attack to follow up study

Shenzhen's clothing brands are offering online shops to cope with the embarrassment of the clothing shop as a free "fitting ground".

Li Feiyue, director of powder blue, said, "in the Internet age," blue "has changed the business model. We have changed from the resolute attack 2 years ago to following the changes. " Li Feiyue said frankly that a way of consumption is loved by consumer groups. There must be some reason for its existence. In the tide of Internet, clothing brands should be bigger and stronger. They should follow and study this pattern.

After the Tmall opened its online store, there are two product lines in the pink online store, some of which are dedicated to the network, part of which is the same price on the same line, the sales of online stores and the sales of physical shops have reached 2: 8. "Before our joining and direct battalion is 46 open, at present is 28 open, the direct battalion has occupied the leading position." Li Feiyue introduced that at present, 80% of the shops are direct outlets, and the direct battalion is in the leading position, so it will not be easy to get out of control. Now there are very few online websites that can see that the blue season clothing has a super low price, which basically eliminates the harm to the brand.

Relative to new brand The transformation of traditional blue brand is not easy. In order to deal with the transformation of the traditional clothing industry under the Internet mode, Shenzhen children's wear brand brand has been groping after opening the online store in 2011. After 2012, the business volume of 80 million yuan was finally achieved in 2013. And the online store's performance is even more frequent. Last year, its sales exceeded 1 billion 100 million, and most of its contributions came from physical stores.

　 Offline sales will still dominate.

In the Internet era, how will the garment industry develop in Shenzhen? In the interview, more than one boss said: welcome customers to the shopping mall fitting. Obviously, Shenzhen clothing enterprises are embracing the Internet with a positive attitude.

"The reason why the company's sales performance is 80 million is mainly due to the popularity of offline stores." Cao Zhang, chairman of the company, believes that the Internet can not replace offline sales. Even in the Internet age, sales will continue to dominate in the future. "As online growth reaches a critical point, online growth will slow down." Cao Zhang introduced that if the OTO was realized online and offline, the mobile phone crowd would adopt the mode of "shop fitting and online ordering", but such a development mode had no effect on Shenzhen's clothing brand enterprises.

"We are trying OTO's new model." During the interview, executives, such as angel, pink and others, said that following and studying Internet Ecology is the future development direction of enterprises. But the store will still be the main channel of Shenzhen brand clothing sales, because "shopping is a pleasure, spiritual pursuit."

Zhang Hongtao, Secretary General of Shenzhen garment industry association, said that the clothing industry has already appeared in the whole country. OTO The same mode is the same as the national price under the online and offline prices. The attempt to synchronize sales is a way of survival for the apparel industry to embrace the Internet. However, Shenzhen clothing brand, especially high-end brand guests will still focus on the experience. In the future, Shenzhen clothing brand will become a trend of art and culture.