Traditional Brands Dominate The Electronic Business Platform

In recent years, many clothing brands have been stationed in Tmall, Jingdong, vip.com and other electronic business platforms, and gradually extend their products from offline to online.

Just in June of this year, Jingdong mall jointly launched four models of clothing O2O: bestseller group, Lining, XTEP and La Natsu Bell. In August, 20 international brands signed exclusive cooperation agreements with Tmall, and the related products of these brands could only be sold exclusively on Tmall platform. In November 11th, the e-commerce shopping Festival opened, and the traditional brands such as UNIQLO, camel, NIKE, balbala and so on were the winners of the national carnival, respectively.

It can be seen that the power of traditional brands is constantly being released, resulting in the continuous development of online brand development.

From this year's "double 11" list, we can see one or two. From the top ten list of various categories, we can see that the glory of that year's brand occupies half of the country. It is no longer available. Apart from women's wear and cosmetics, the brand is almost out of line.

Online brands with solid shops and large business scale and influence have become the main force of online sales.

At the same time, some traditional brands' O2O strategy has already landed.

Such as ONLY, VERO MODA and other brands of the group have worked with the e-commerce platform to realize the simultaneous sale of the entity store and the online platform, support the payment under the line, and the delivery service near the store.

Entering the domestic e-commerce platform is of great benefit to fast fashion brands.

Take Tmall as an example, the fast fashion brand can use Ali business service system, as well as Ali mother, rookie logistics and other platforms to accelerate the development process in China.

At the same time, through the sharing and operation of Ali big data, fast fashion brands can not only accurately understand the market demand, shorten the renewal cycle, become faster and more fashionable, but also burst out more vigorous under the "Internet +" draught.

After all, for a traditional brand with a complete offline sales network, it is very helpful to reduce the cost and optimize the supply chain by first taking the product to online trial sale and then using trial data to produce. So far, the traditional brand has been successfully hosted, and the electric power platform has become another main battlefield for them.

In addition to domestic traditional brands have been gathering electronic business platform, in recent years, fast fashion brand is also actively layout.

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In addition to offline channels, online is also a channel they value.

In August, GU, a fast fashion brand jointly owned by UNIQLO and fast marketing group, announced its exclusive entry to Tmall.

At the same time, Tmall apparel announced that it will expand its cooperation with international brands in a large scale, and has signed a cooperation agreement with 163 brands.

Previously, 90% fast fashion brands including UNIQLO, Muji, ZARA, Gap, Topshop, forever 21, C&A and ASOS have already opened shop in Tmall.

At the same time,

Brand performance in the field of electricity providers is amazing.

In this year's "

"Shopping Festival", fast fashion brand UNIQLO broke through the overall sales volume of 600 million yuan, won the first place in clothing sales, and won the double champion of Tmall men's and women's wear brand flagship store, becoming the leader of traditional brand.

For fast fashion brand, the most valuable part of the brand is the big data.

Through analysis and classification of processed data, it can become a guideline for brand design, production and sales in the future, providing accurate reference for brand offline layout and product development, so as to achieve efficient operation.