What Does Traditional Trousers Enterprises Lack Of E-Commerce?

Some people say,

The traditional enterprise in the era is like a sleeping lion, unable to wake up in the era of PC, and the arrival of mobile Internet era will make sleeping lion wake up.

How to wake up the sleeping lion?

The retail distribution model can break up "wake up".

But is this really the case?

First, the retail distribution of micro businesses.

It is difficult to achieve in the trousers industry, mainly due to the presence of middlemen - agents and the speed and ability of manufacturers to brainwash retailers.

Under the wholesale mode of credit account, the foundation for trousers enterprises to survive is cash flow, and middlemen are the important force that can not be removed or encouraged at present. Of course, a few cash flows are abundant, and the traditional enterprises with good electricity suppliers operate well.

But this does not mean that middlemen will always exist. From the current development trend, it is irresistible to go to middlemen.

But for the trousers enterprises that rely on order system and cash flow scarcity, it is unrealistic to go to middlemen.

If a company goes on the network distribution, it is not the physical retailers but the brainpower and means of retailers to brainwash retailers.

The same product, how can we persuade retailers to abandon the real profits and earn profits online? How to balance the harm caused by network distribution to entities? Take the online and offline products separation and audience differentiation into practice, and practice the operation of different brands at the same brand online and offline.

Yes, behind every question mark, it points to a dangerous future.

Secondly, with the centralization of the e-commerce platform, the traditional trousers enterprises do not need to rush to build their own platforms.

With mature platform and multi-channel sales, it is consistent with the single product sales strategy relying on quantity.

According to the statistics of ESEY women's trousers e-commerce, as of June 28th, sales of ESEY trousers in the first half of 2015 were 720 thousand, 150 thousand higher than 570 thousand in the first half of 2014, an increase of 27.1%, and sales increased by 18 million 224 thousand and 500 yuan over the same period last year, an increase of 25.4% over the same period last year.

Compared with the previous years, the growth rate tends to be stable and rational.

With the rationalization of online consumer groups, brand + platform will solidify consumer groups more.

At the same time, trousers are not a variety of products, no high scientific research and deep technology, it is difficult to build self technical barriers.

The wide audience faced by network sales determines the narrow and narrow product positioning.

This is not popular.

In the age of most people, the concept of circle consumption determines that trousers brands do not have to entertain all the people of the same age group. They can satisfy the same level of aesthetic quality of the same aesthetic tonality and shape or solve the urgent need of the electricity supplier.

Traditional trousers enterprises do not have the platform, but the R & D and control of online products.

Only knowing that enterprises who do not know how to upgrade in pformation are actually a journey of death.

Finally, although the mobile Internet era is coming, micro businesses can not form a closed loop ecosystem.

In the era of overcapacity, many consumption is impulsive, and consumers can not be ruled by a businessman in a closed loop system, and the pants enterprises that rely on price performance and price advantage will be less expensive for consumers. It is likely that they will change their consumption channels and trajectories in comparison with online and offline prices and services.

In my view, with the evolution and regulation of the industry, the separation of production and marketing of traditional trousers enterprises will take place, and the differentiation and precision will be inevitable.

So, in this way, as more and more enterprises pform to the foundries, derivative sales are the things that their grandmother should think about.

This is a rapidly changing era, and no new thing will remain unchanged. So is WeChat.

In terms of trousers enterprises, no matter R & D, design, plate making and fashion color, none of them is their core technology patent, and only the ability of imitation and marketing is left. Then it is not feasible to rely on these two attempts to subvert the industry.