How Does Shishi Garment Industry Deal With E-Commerce Full Network Marketing?

In the age of electronic commerce, stone lions

The downturn of the industry has made garment enterprises need to establish an e-commerce distribution network, so that more network sellers can quickly digest their inventory and return funds to enterprises.

Seven wolves men's clothing test water business distribution

Up to now, many domestic clothing companies have tried water business providers. Most of them have used distribution and direct marketing to integrate channels, thus achieving the layout of the whole network e-commerce.

For example, the famous clothing brand "seven wolves" is a pioneer in the rational use of e-commerce to achieve distribution.

It is understood that the seven wolves began cooperation with Tmall in 2008.

In terms of channel, the company signed a marketing policy agreement with the traditional middleman. It can not sell seven wolves products on the Internet without the authorization of the company. It can not sell goods to others for sale on the Internet. If it wants to open or open online shop middlemen, it will adopt the "sunshine" strategy, and after verification, authorize some distributors to sell online.

In terms of price, the company puts online stores into the channel management category, formulating rules and regulations for online distributors, and maintaining the balance of price system.

The seven wolves completed the pformation of enterprises through a series of measures.

The reason for this is how traditional Shishi clothing wholesalers should go.

Where is the distribution road? Xiaobian, the Shishi clothing wholesale center, thinks that clothing enterprises can establish a sound network sales channel from the following aspects.

First, choose the appropriate platform and distribution system.

For example, Tmall is suitable for direct operation mode, Taobao is suitable for distribution mode, and of course includes other platforms, such as Jingdong, Dangdang, etc.

Enterprises with no problem in products, brands and funds can choose a complete distribution system, use distribution system to distribute products to distributors, manage distributors, support distributors, and help enterprises quickly build online shop systems with the ability to develop affiliate and wholesale businesses, and build distribution channels for the whole network.

Second, resolve conflicts between online and offline channels.

For e-commerce, the main concern of traditional enterprises is how to handle the price conflict between offline and online.

At present, Internet sales are still dominated by price wars. For garment enterprises entering the electricity market, it is inevitable that they should participate in price competition.

Enterprises need to design styles for online design and production, forming the difference between online and offline styles, and keeping the price of online and offline as much as possible.

For the price management of distributors, we can arrange special persons to monitor the price of all network channels and maintain the unity of the whole network price.

Finally, formulate a sound distribution incentive policy.

Just like offline channels, the online distribution system also needs to establish a sound distribution incentive policy, formulate appropriate distributor level models, manage these distributors through information technology, and develop potential distribution partners.

Stone lions and even China

At the stage of growth, all adverse factors in the growth stage can be corrected in the process of growth.

The pformation of garment enterprises to do business is the rescue of enterprises, but also the test of the industry. How to walk this step still needs enterprises to explore and prove in practice.