On Sale Mode Of Underwear Online

According to the China Electronic Commerce Research Center, women in 2013

The number of online pactions is 18 million 405 thousand and 100, of which the turnover amount is 491 million yuan, and the number of pactions is 26 million 456 thousand and 400.

Including Tmall, Jingdong and other online shopping platforms, as well as brand official mall.

Underwear online sales now have the following modes: from instant messaging tools to micro-blog blogs; to B2C, C2C commercial sales websites; to Tmall, Taobao, Amazon and other sales platforms.

The origin of the development of women's underwear business has to mention the secret of Vitoria.

As the leading brand of global underwear, Vitoria's Secret B2C online sales in 2009 amounted to 1 billion 445 million US dollars (more than ten billion yuan), ranking eighteenth in the US Retailer Online TOP500 ranking, and the success of Vitoria online B2C sales raised the trend of domestic underwear B2C.

One of the trends is to create an official online mall on its own. There are many official brands, such as the famous brands such as lmao and Meng bazaar, and other brands such as Tmall and Jingdong.

To this end, we explore the online sales mode of underwear.

Self built platform for network sales

According to the latest report of Market Research Institute Ibis World, the global women's underwear market has a total scale of 13 billion US dollars, an annual growth rate of 3.3 percentage points.

Talking about underwear

As one of the most famous brands in the field of online underwear sales, he launched his sales in China in July 2008.

At the very beginning, the online sales brand has now been developed to the official website of the mall, which usually has 100 thousand ~30 traffic per day.

Online channels include Lan's official website, Tmall flagship store and mobile phone APP.

According to Hao Jian, vice president of LAN Mei, before the entry of LAN Miao, China's underwear industry will meet the basic needs of consumers, or rigid demand.

Underwear mainly has the basic functions of wrapping and supporting, and some prominent underwear brands, such as Ting Mei.

And underwear as a part of fashion, emphasizing the brand positioning of fashion positioning.

In addition, the underwear at the time was dominated by European and American styles and was mature.

Underwear brands like South Korean style, younger positioning and more suitable for Asian women have not yet.

Therefore, we are looking at the blue ocean market and introducing lamb.

Emphasize product positioning with both fashion and function.

The development of LAN is mainly based on online. Hao Jian said: first, the consumers of the location are 20~30 years old. The proportion of online shopping is very high in this age group. Online sales are in line with their consumption habits. Second, online sales can save channel costs and provide consumers with more real and preferential prices; third, online development will be faster. Due to the number of stores, the average inventory turnover rate of Chinese traditional underwear brands is 1~2 years, while LAN Miao is 3~4 months.

Similarly, as a leading brand of lingerie brand in China, Meng bausa combines e-commerce with domestic direct marketing to integrate e-commerce and catalogue marketing, providing customers with long-term personalized underwear products and consultation, with efficient delivery service system, providing underwear products and services with high cost performance, and using the secret directory of Vitoria to spread underwear knowledge and meet the needs of Chinese consumers' underwear.

The dream bazaar women's underwear has been used in the electronic mail order industry's "wet test" from the very beginning, that is to say, the first step is to make a small purchase to make stock, so as to satisfy the requirement of delivery as soon as possible, and will not destroy the customer experience.

"Because the customer experience is very important, so after receiving the phone or the network order to be shipped as soon as possible"), to now use new media such as the SNS community, micro-blog and other network platforms, the current network sales account for 80%, creating a diversified dream of female online shopping alliance dream balsa.

Based on the paction records of 5 million women online consumer groups in the past 3 years, Meng bausa knows more about the needs of online shopping consumers, and understands what product appeals and promotions are more effective.

Brand differentiation today, brand underwear self built online shopping platform for the underwear market has expanded more space, the use of online sales under the offline experience shop, promoting the development of online and offline multi-channel mode.

Integrating brand cloud platform

It is estimated that China's underwear has a market of 100 billion to 300 billion yuan, and it grows by 40% annually.

China's largest underwear business has annual sales of 2 billion, and the top 10 add up to less than 10% of the market share.

This is a typical immature market.

Online sales are even more modest. Famous brands take part in the online share of the online official mall, leaving a larger online market vacant.

In July 15th of this year, a new lingerie marketing model, the "picky women's underwear direct selling cloud platform" came out.

It has opened up a new trend for underwear online sales.

According to the reporter, picky women in China is a new brand, it is not a single product brand, but a platform brand.

The finicky women's direct selling cloud platform is a soft industry company based on Internet thinking.

In terms of the characteristics of the women's direct selling cloud platform, it is an underwear platform, not an underwear manufacturer, but an integrator.

With the help of the underwear manufacturers of all kinds of first-class underwear manufacturers, the underwear products are integrated to form a "underwear sales cloud" on the picky women's platform. On the one hand, this cloud connects consumers, and on the other hand, it connects with sub brand products and manufacturers that offer high cost performance direct selling.

In the interview, the general manager of the Beijing branch of the picky woman, Yan Zhong, said: "the core competitiveness of the company is pure Internet thinking, market-oriented and cost-effective products.

Through direct "linking", we can let consumers and manufacturers cut off other premium products on a consumer platform.

Being picky is not only about the quality of products, but also the price of "picky".

It is not picky and troublesome, nor is it a product of 20 yuan to pick up the market price of 1000 yuan.

In fact, it is a life and shopping attitude. What we emphasize more is the cost performance. "

At present, the finicky women's underwear direct selling cloud platform has received more than 10 intention manufacturers and some entrepreneurs who want to join.

On line for more than a month, the daily average traffic exceeds 50 thousand users.

This cloud platform gives some famous brands less than the first line brands, but the products are not inferior to the first tier brands, providing a platform and opportunity for consumers to understand brands and products.

With the diversification of the network today, the online sales mode of underwear has also been introduced and adapted to the development of the market.

The emergence of the cloud platform for underwear sales has opened up a new trend of online sales.

Whether the famous lingerie official mall or underwear integrated sales platform has better promoted the visibility of enterprises, expanded sales channels, provided consumers with new experience and brand of underwear, and enriched the market of underwear online sales, and promoted the development of underwear market.