The traditional retail brand faces the dilemma and needs to change the network marketing mode

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thin down down from the previous two years a few brands of market temptation, in the winter of 2012 officially become the essential element of fashion trends, the Internet's own brand where customer-prudential products, focus on the traditional brand of feather market, the Japanese fast fashion brand Uniqlo, as well as the Chinese, and so on, have introduced frivolous money. In terms of price, where the customer prudential products after the price of 199 yuan obviously has a great advantage.


　　


noteworthy is that Uniqlo early in September to "warm up" the concept of active preheating thin down jacket products, the recent is in the new sale period to carry out price promotions, the original price of 499 yuan of products to 399 yuan, or even low to limited special 299 yuan. This violation of conventional price reduction practices by the industry is interpreted as a result of the pressure from the Internet retail brands.


　　


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, according to people close to the visitors, Anta CEO Shizhong and aged in September have had a visit, or explore the possibility of future cooperation between the two sides. Shizhong, as an entrepreneur who has been in the traditional footwear industry for several years, has also witnessed the impact of such Internet brands on traditional costumes.


　　


Another according to the China National Business Information Center recently on the national key large-scale retail enterprises apparel sales statistics show that 2012 years ago, three quarters, apparel retail sales growth rate of 11.2%, compared to the first half of the year's cumulative growth of 0.54%, compared with the same period in 2011 lower 10.8%.


　　


the traditional retail space


　　


Of course, the internet retail and traditional retail this confrontation situation, but also show an increasingly strong trend of integration, more and more offline brands began to line up, for the offline is weakened market share to get online to make up. "Double 11" crazy promotion is imminent, according to the Cat people, the participation in the cat "double 11" promotion of the merchants, there are no lack of silver Thai department stores, Metro and grand three such as the traditional retailer's shop. Not only that, New World department stores are also expected to be settled into the day cat, some brands will even launch custom products. In this year's "Double 11" promotions, traditional companies accounted for 10% of total participation, a significant increase from the previous two years.


　　


In addition, in the 3C field, the impact of the electronic business on the entity is more obvious. Regardless of Jingdong Mall in the first half of the crazy sales to bring the number of orders, but older women and young more consumers choose to go to the network to buy 3C, is indeed an indisputable fact. Analysts point out that the impact of e-commerce on traditional retailing is particularly acute when the macroeconomic downturn. NET purchase of the first half of the transaction scale faster than the overall growth of total merchandise retail sales.