How To Overtake Traditional Clothing Brands Into E-Commerce Channels?

The channel mode of e-commerce is basically the same as that of the traditional mode. Many business owners often equate e-commerce to Taobao, and think that everything is good if Taobao is done well. Actually, the e-commerce companies that operate well, Taobao accounts for only 20% of sales, and 80% of the space is not excavated, so the channel layout is considered from the following four points:

Mode 1, self run stores (Tmall, B2C official website, Taobao experience store, shopping mall, pat experience store, etc.)

Mode two, franchised stores (flagship stores, flagship stores, B2C distribution stores, Taobao distribution stores).

Mode three, shopping mall / supermarket counters.

Mode four, sale / group buying. The principle of online sale must make money. This channel has little significance for brand promotion.

Offline mode of traditional clothing enterprises:

Mode 1: self owned stores, shopping malls / supermarket counters, franchised stores.

Mode two, regional branch (self owned stores, franchised stores, shopping malls / supermarket counters).

Mode three, regional distributors (franchised stores and shopping malls / supermarket counters).

The following four models are analyzed in detail:

First, self owned stores: first of all, B2C will build its own official website. Its functions include not only publicity, shopping, but also distribution. Promoting brand and introduction through Baidu's promotion of sem\seo, etc. flow 。 We should plan to burn money, ROI will arrive at 1:1 in the early stage, gradually develop to 1:2, and then arrive at 1:3. When we reach 1:3, enterprises will basically make profits. Look at Tmall, this is a must do, if the brand is r, Tmall is 50 thousand deposit +6 million basic service charge, this is the sign shop, no other shop in this shop is not allowed to open. Third is Taobao store, 1000 yuan deposit, anyone can open, need Wangwang name.

Second, franchised stores: This is the online store that is licensed by the brand. Franchised stores sell a brand, exclusive stores sell n brands, and B2C distribution and Taobao distribution.

Third, shopping malls / supermarket counters: clothing category at present, in addition to Tmall, Jingdong should belong to the second largest electricity supplier platform, the customer service point drop from 30% directly reduced by 5%, lower than Tmall 5.5% deduction point. Amazon is 0 to enter. As long as you fill in the information, the system will push you.

Fourth. Special sale Group buying: this tradition Clothing enterprise It's a very important piece. First of all, look at vip.com, the clearance rate of the nine deer king in vip.com reached 75%, the goods mainly came from stock, but the threshold for entering vip.com was relatively high, either the well-known trademark of China or the excellent brand of the Internet, otherwise it would be difficult to enter. Vip.com points at 28%, and its clearance rate generally reaches 67% in winter and 50% in summer. Look at jumei.com, every 5 days, men's inventory digestion in 50%, women's clothing in 70%, buyers more women. The customer discount is 5%, and the Juhuasuan brand last time is 100 thousand pit fee. Group buying group and Juhuasuan are required to have a deposit. The US group's last phase is 30 thousand deposit, and Juhuasuan is 30-50 yuan deposit. To sum up, the store decides the penetration of the brand, the store / supermarket counters decide the development space, the distributor decides the sales scale, and the sale / group purchase decides the profit level.