Mei Bang Clothing "Bump" Bumpy Road Traditional Clothing Business Channel

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Listed company

The announcement said that because of the difficulty of ensuring profits, the company decided to stop operating "Bong" e-commerce business, becoming the first traditional listed clothing company to announce the outage of e-commerce business.

At the beginning of this year, Zhou Chengjian, chairman of the United States and the United States, was also ambitious to say that by 2020, the sale of Merlot electronic commerce amounted to 100 billion yuan.

According to Zhou Chengjian's plan, BPO is the platform to realize its e-commerce goals.

In December 18th last year, after six months of preparation, BPC trial run.

Less than a month.

In January 3rd this year, Bong net trading volume exceeded 1000 single, sales exceeded 300 thousand yuan.

Zhou Chengjian's confidence has soars so much that he plans to launch a "double happiness" in August 28, 2011 on the 3rd anniversary of the US bond market.

However, in the month before the heavy capital preparation, the United States suddenly stopped all preparations.

According to the understanding, the reason is that the technology flow and existing logistics of Bong buy website can not smoothly and effectively support the influx and demand of large scale users.

In addition, Zhou Chengjian met with Min Jie, vice president of State purchasing department at the beginning of this year, and has not found a suitable candidate until now.

Obviously, the traditional clothing industry has long been aware of the trend of the electricity supplier channel that can not be missed. But how does the channel form exist? There are still many question marks in the clothing industry.

The coexistence of online and offline marketing is a proposal that has already taken the electricity supplier service brand in front of the traditional clothing enterprises.

"Low quality and low price is the mainstream of the electricity supplier, but I don't think e-commerce is just a sign of low price. The environment of low price and low quality e-commerce needs to be improved."

Zhou Chengjian believes that at this stage, the most important thing for the traditional service giants is not to increase the volume of online shopping pactions, but to consider how to combine the characteristics and advantages of enterprises to meet consumer demand.

Zhou Chengjian also pointed out that at present, the threshold of traditional brand electric business is getting higher and higher, the price of platform operation is rising, and the cost of acquiring users has also increased sharply.

If there is no special competitiveness, traditional enterprises will hardly succeed.

Liu Dongming, director of the integrated marketing research center of the China Electronic Commerce Association, said that in 2011, there will be two changes in the combination of "mouse and cement" between clothing and electricity suppliers.

The winners in the future must have the dual genes of the traditional brand elites and the e-commerce brand.

This means that traditional clothing brand enterprises inevitably encounter the problem of balance between online and offline channels and the balance of management system, but they must learn to walk on two legs online and offline.

Lv Qiang, vice president of Xiu Xiu network, said that many traditional enterprises now call the differentiation of e-business strategy, that is, online products are low-end products, and all high-end products appear in stores.

Lv Qiang believes that this is a misunderstanding of differentiation. The real differentiation should be differentiated on the brand, rather than the high and low grade of the product line price, so that it will not destroy the distinctive style and brand attitude of the offline brand.

How to avoid the "conflict" between traditional business enterprises and existing channels, Lv Qiang's proposal is to develop an independent "network brand".

"The future retail format must be online and offline."

Rising with the help of Taobao platform

Li Shujun, general manager of GXG electronic commerce company, believes that the traditional clothing enterprises can not distinguish clearly from online single store brands, and must be set up online and offline.

For the online channel part, Li believes that only the traditional marketing concept of people's church has the ability to network marketing, and for the online platform part of the 85 or more post-90 net sense of the new army to solve.

Like the birth of the network "naughty brand" is rooted in the grassroots spirit, Li Shujun believes that the traditional brand to do the Internet with "grassroots spirit and the spirit of small capital."

"Online retail is in the infant stage, staying in the wholesale market and the stall retail form. If we use the mall marketing mode to do sales, there will be a big obstacle at this stage.

In fact, it is also a question for the mainstream products to stop selling inventory products.

Li Shujun believes that there is a step difference between the two or three tier cities and the first tier cities. As the difference between domestic consumption vogue and Paris fashion, the discount sale of fashionable inventory goods to the two or three line city netizens will turn the high cost and retail gross profit point to the net people, which will be close to their psychological price. The cost of traditional enterprise brand will also be reduced, and the conflict between channels can also be avoided.

Li Shujun believes that traditional enterprises compete for the parallel brand market and the future market. "Traditional brands can relax and let them go out first."

In Li's view, the online and offline marketing methods are identical.

The strong supply chain is a necessary factor for e-commerce.

It's very important to master rhythm.

"In the past, e-commerce was a revolution of speed, not essential, and did not touch the anxieties of the consumer society."

Wing Chao, chief strategy officer of SEEC, also said that the future electricity consumption will be changed from "paction" to "communication", which is interactive marketing from the perspective of businessmen.

"Retreat" is another kind of "occupation".

Lv Bowang, President of Beijing Zheng Wang consulting company, told reporters that the state of the United States has stripped the electricity supplier business. It highlights that the traditional clothing enterprises have a more mature thinking on the development of e-commerce business and the way to enter the electricity supplier.

It believes that traditional enterprises should grasp the general trend and develop sales with the help of Taobao, fan V+, Xiu Xiu net and other large customer groups before making special preparations. The cooperation with the e-business platform is the two process of traditional enterprise training teams and learning network marketing.

Zhou Junwei, director of marketing, said that at present, new marketing methods are emerging in the field of e-commerce, including micro-blog, community network, group buying and so on. Traditional clothing enterprises should take advantage of these distinctive marketing platforms and do well in "integrated marketing", so that they can walk ahead of the industry.