Garment companies can succeed as e-commerce

Garment companies can be successful as e-commerce. In many e-commerce industries, clothing e-commerce is the most concern. PPG, Vancl, Light Company, Production Outsourcing, Online Direct Marketing, Light Mode, Standardization, Men's Shirts. . . . . . Combining these keywords organically has become a hot topic for apparel companies, the media and the Internet.

However, clothing companies that develop e-commerce seem to be unable to escape to PPG and Vancl as reference objects; the bounds of this established thinking have, to a certain extent, affected the current entry of many traditional clothing enterprises (including traditional retail enterprises in other industries). E-commerce process and determination.

Clothing companies develop e-commerce, don’t use e-commerce in light-mode traditional clothing companies, lighter than models, brands, product supply channels, logistics and distribution systems, warehousing, consumer terminals, retail experience, after-sales services, and various resources. There are major advantages.

Light-mode e-commerce companies not only need to organize their own product supply channels, but also need to build a warehousing and logistics distribution system. The investment is very large and requires strong financial strength as backing. In the very early period of development, because the website itself is not well-known, the brand building must start from scratch; consumers need to tap and cultivate, and it is quite laborious. This has a lot to do with the brand; it lacks supply channels. The bargaining right of the bargaining power, the website has a small quantity of suppliers from the supplier, it is difficult to obtain a lower purchase price, the spread between the selling price and the purchase price is small, the profit is meager; the advantage of lack of retail experience, can not give the customer intimate after-sales Service guarantees; Logistics and distribution are difficult problems. If self-built logistics and distribution systems are used, they not only take a long time (for example, Dangdang spent 7 years), but also have huge investments. SMEs cannot afford them. If relying on postal and third-party logistics companies, they cannot effectively monitor the logistics distribution process. It is difficult to control the quality of logistics services and directly obtain the opinions and suggestions of customers. Enterprises are in a passive position in the entire business process. The vast majority of small and medium-sized websites are often run into financial difficulties due to the lack of funds.

Through the above analysis, it is clear that traditional enterprises have many unique advantages in e-commerce development. We can see that such apparel companies as Giordano and Metersbonwe have already tried.

PS: And in a number of adverse conditions, Vancl bucked the trend and scored impressive results, not only because of Vancl's innovation in marketing strategy, but more importantly, the ageing power of the entire board. It is also the key.

According to the research report of the clothing research institute of e-commerce by iResearch, the proportion of apparel e-commerce network marketing is increasing rapidly, and the enormous potential of the Chinese clothing e-commerce market remains to be tapped. Especially under the pressure of the global economic environment, e-commerce has become a good tool for traditional enterprises, including garment companies, to solve problems.

How to Solve the Contradiction between Network Channels and Traditional Offline Channels E-commerce is a new type of Internet-based model. It changes or even subverts the original business operation process of the company to a certain extent. The most important point is that it will bring conflicts to the interest of the company's stakeholders. These conflicts are reflected in the conflicts between online channels and traditional offline channels. This is a major reason why traditional clothing companies have not dared to e-commerce in Leichi.

There will be conflicts in any channel, even if there is inevitably conflict in the same traditional channels; the resolution of conflicts will be within the smallest scope, which will be beneficial to the overall development of the company. Conflicts arise from the fact that these two channels have common customer resources. If we can divide the customer groups and markets, or if we share the resources of customers, we must ensure the interests of both parties. Com adopts online and offline marketing management methods, the problem can be further resolved to solve the conflict between traditional channels and network channels, we must clear: The purpose of network marketing is to increase the common interests of users and vendors. That is to say, the market, customer segmentation behavior or the appropriate marketing management solution to solve the channel conflict is to increase the value of manufacturers and customers, not just to protect the original traditional channels.

Then, how do we solve the conflict between network channels and traditional offline channels?

Let's start with the online and offline marketing management methods. The solution is roughly the following:

1. The online shopping platform is set up by enterprises. All the franchisees under the line are brought into the online direct camp and become shop members. The franchisers use their resources to guide the store customers to place orders online, and the franchisee profits from the customers' orders. This type of Shopping Mall hypermarket model, the franchisee is directly responsible for its online orders.

PS: The franchisee can determine the source of the customer based on the customer's phone number, email, and other information and the assigned shopping card ID (which is consistent with the customer's data) to ensure that their customers will not be lost due to online orders.

2. Consumers place orders online through an online shopping e-commerce platform built by the company. All orders are received by the company. The company then distributes the orders to the dealers in the consumer's location. Enterprises can sell the same products as offline channels at online stores at prices lower than those in physical stores. At the same time, in order to ensure the interests of distributors, companies can implement the practice of “returning points” to dealers.

As for the solution based on customer groups and markets, it is based on several factors such as the product form, market positioning, and the characteristics of users' purchase behavior. Simple ways such as adopting online sales of product lines and offline product lines are different from each other, thus avoiding conflicts between online channels and traditional channels. This is the way Bono, an online clothing direct sales website invested by Baotuo.

The above methods for solving channel conflicts are for reference only. Different companies have different operating conditions, and the methods for actually resolving channel conflicts are different from each other.

The lightness and weight of e-commerce by apparel companies are in my opinion, the e-commerce model of traditional clothing companies is far more “light” than that of PPG and Vancl. Why do you say that?

Traditional clothing enterprises develop e-commerce by integrating the "re-" links of the traditional retail business's supply chain and logistics system and offline channels, and using their own advantages (brand, customer group resources, retail experience) to achieve the line As for the three-dimensional marketing on the line, the apparel companies actually have higher control over operation and maintenance, the cost is smaller and the pace is lighter.

Traditional clothing enterprises are well versed in retail operations. However, the weakness of their network information technology in e-commerce is their inadequacies and disadvantages.

An obvious feature of e-commerce is: fast. This not only requires apparel companies to be able to make rapid marketing strategies and direction adjustments through the dynamics of the market, but also on the e-commerce platform website. It also requires that the update of the website can meet the real needs of the online sales business (eg functional requirements, Technical requirements, interface design requirements, etc.). The development and construction of e-commerce websites require long-term system maintenance, optimization, and upgrade. If the online shop system platform cannot be freely expanded due to business growth, then the insufficiency in e-commerce technology will become a fast-growing market for apparel companies. A stumbling block, so that garment companies will inevitably be unable to grasp the opportunities in time, resulting in waste of money time, thus losing the opportunity and preemption of potential customers. Obviously, e-commerce platform technology is the basis for apparel companies to develop e-commerce.