Where Exactly Is The Clothing Shop?

The channels of traditional clothing industry are shopping malls and specialty stores. This tangible channel is a place that we are familiar with and used to consume. Just as the clothing we advocate now is experience consumption, many consumers are not satisfied with what they buy when they buy clothes, and more importantly, they feel the purchase process. Many women even regard this process as a way of "exercising". In a comfortable environment, they listen to the words of shopping guide and considerate, feel the feel of the fabric, and try to see the image in their mirror after trying it out. All this is like a magnet attracting consumers, and there is no substitute for it.

Last year, when PPG allowed e-commerce to enter the eyes of the costumes, most people in the clothing industry looked at this new thing with an attitude of exploration and research. A series of controversial topics triggered by this year's PPG change made the traditional clothing field more cautious about e-commerce. However, at this time, an electronic business pursuer, VANCL, has replaced the trend of PPG's clothing e-commerce boss. People can see that the clothing e-commerce has not been self abandoned because of a temporary setback, but is moving into the clothing field with the irresistible momentum.

We have analyzed what category is suitable for clothing e-commerce, and the result is that most standardized products are most suitable. Therefore, the foremost part in this field is the standardized men's shirt category in the apparel industry. When interviewed chief executive of VANCL, Chen said, "PPG has opened up a market for us, and we have seen the great potential of this market." Similarly, as a pathfinder of clothing e-commerce, Chen did not deny the process of following PPG. In the initial process of copying PPG, VANCL undoubtedly saved many time to explore the road. In the traditional media, mass advertising was put on the print media in the old words. This made VANCL a good start in the initial stage of development, but the problems faced by PPG could not be evade by VANCL.

"Where to open a shop?" clothing The key to the construction of e-commerce channels. VANCL chief executive Chen said: "we only selectively put part of print media advertising, and did not put on television advertising, which is different from PPG, the network is our focus. We learned from PPG's successful print media advertising experience, but did not follow suit step by step. Instead, we set our sights on the new Internet media. Compared with the two media such as newspapers and television, the direct promotion cost of network media is very low. Since the beginning of March this year, the Internet has been flooded with VANCL's 68 yuan "initial experience" advertisement. VANCL has brought 70% sales on the Internet with 60% investment.

Chen said: "we have found the right direction, that is," shop "on the Internet. The facts prove that our choice is right. " Through analysis, passion Electronic Commerce The population is 70 years old after the age of 20 to 35 years old, the new generation after 80, these people are growing up with the Internet population, accustomed to working on the Internet, and in life is also constantly associated with the Internet, so shop on the Internet will undoubtedly enable VANCL to find a fast and effective channel, VANCL daily sales broke through 300 thousand yuan.

The next test VANCL It is the supply problem behind the large orders, which is the problem that PPG once faced. It's a question of whether to replenish goods at other factories or postpone delivery to customers. This is the question of ensuring product quality or ensuring delivery time. A controversial issue of PPG is placed in front of VANCL. In the face of this problem, the old age and shareholders chose the fundamental quality of clothing, perhaps because of this choice, VANCL did not fall into the scale of PPG, but with the crisis of supply chain. But in less than a year, Chen built a supply channel that envied many people. "We will cooperate with manufacturers that are more productive, which is impossible to achieve in our initial entry into the field. But now, we are negotiating with many manufacturers that are well-known brands in the world. We believe that the problem of supply chain will be solved soon, and our quality will not be affected."

VANCL thinks that he has found a successful mode, but clothing e-commerce is still a new baby for the Chinese clothing industry. There will be many new problems in the future. How will the former people go? It's up to VANCL to continue to search in the course of starting a business. And the question of profitability is the key to this road. How can we go a long way? We will continue to focus on the development of VANCL.