Shop online: Word-of-mouth and marketing in the apparel industry

Intermediary transaction SEO diagnosis Taobao guest Cloud host technology Hall

The world did not have "clothing online", E-commerce developed, the Internet clothing enterprises are more up. Thanks to the emergence of the emerging apparel E-commerce enterprises, but also directly benefit from the growing demand for Internet users, China's online shopping apparel market rapid rise.

Imagine the 21 cities in which 15.64 million netizens bought 17.2 billion yuan of clothing online, which is an attractive "cake". The "2009 Chinese clothing brand and clothing network purchase survey Report" is looking for consultation with the data to the clothing Internet flag--nearly 60% of consumers bought clothing online, net purchase users reach 80 million.

The internet is a double-edged sword. Because of it, the network clothing store to avoid the opening of the traditional stores to rent and other costs, to achieve real low-cost operation. And because of it, the apparel industry is now experiencing industry pains. The industry has been the most popular PPG, the myth of the rise, the lightning burst; amphibious, large and small, is a way of survival, such as Youngor; single-minded, dedicated and network integration, do not engage in extramarital affairs, is a winning method, such as girls dress.

Amphibious, large and small

"The hardest time for China's apparel industry has passed. The trend of steady recovery of the industry situation is becoming clearer, and the bright spot of structural adjustment appears. "At the end of 2009, China Apparel Association under-Secretary-General Xie depicts a" roadmap "for the future development of China's apparel industry, one of the notable changes being the rise of the online shopping market.

At present, including Youngor's traditional clothing brands have to build their own network sales channels. Li Ning, a gram, 361 degrees, seven wolves, wit, Lee Lang, nine Mu Wang and other domestic clothing brands can find its official flagship store on Taobao Mall. In addition, the first-line brand-oriented network marketing platform Yous-tars, now also ushered in Energie, Armani, Diesel and other dozens of international well-known brands of all ages.

In the case of Youngor, although as the leader of China's garment manufacturing enterprises, has been proud of having more than 1500 channels terminals, rather than committed to "E-commerce", but the mushrooming of "Light Company" brought about by the huge impact of the profit figures, or let Youngor put down his figure. At the beginning of May 2009, Youngor set up its flagship store on Taobao Mall to sell its joint venture with the U.S. men's brand Hart Max (Hartschaffnermarx). Soon, Youngor tasted the sweetness: a 88-dollar T-sweater sold 730 in 30 days, and a 238-dollar collar sweater in one months also sold nearly 300 pieces.

and international famous Cowboy Leisure brand Jack Jones net performance more impressive.

October 15, 2009, Jack Jones Taobao flagship store officially opened, three days later, October 18, Jack Jones on Taobao's one-day turnover to 470,000 yuan, sales reached more than 2000, one by one became Taobao clothing first store. This sales performance is equivalent to 20 online store-day sales.

Amazing performance Let Jack Jones responsible person relieved, in fact, Jack Jones active net not own will, but from competitors Uniqlo excellent performance--April 2009, Jack Jones in China's competitors Uniqlo settled Taobao Mall, the day realized more than 300,000 yuan turnover, Such data demonstrate the purchasing power of network channels and the perception of the brand.

Jack Jones's "Taobao clothing first shop" name has not been maintained for a long time, and to seize the name of the first, is the old opponent Uniqlo-the November 2 this year Uniqlo Taobao official flagship store by virtue of the daily turnover of 550,000 yuan, refresh Jack Jones maintain the 470,000-day sales record, again to get Taobao first clothing store reputation.

At the same time, Uniqlo Taobao Mall in October, a single monthly sales breakthrough 10 million yuan, become the first Taobao Mall to enter the monthly sales of tens of thousands of clothing stores.

In Guangzhou, the country's largest wholesale market place, large apparel business circle to build E-commerce platform has never stopped. December 8, White Horse apparel Market announced will invest heavily to rebuild the White Horse clothing network.

As gathered from the pan-Pearl River Delta, Yangtze River Delta, Hong Kong, Macao and South Korea, more than 2000 manufacturers of high-end clothing spot wholesale center, clothing brand chain center, White Horse clothing market from 1999 began to build the White Horse official website platform-but at that time more is the form of official website, E-commerce is not very strong, this time, Is the general trend--borrow the internet, White Horse clothing is determined to do "land" Clothing Center, Guangzhou is the largest apparel e-commerce application model base.

"In the next few years there will be more traditional apparel enterprises to try E-commerce, the Internet will become a very important sales channel." "said Lubberg, president and chief analyst at Wang's consulting. And more insiders said: "In another 5-10 years, all the traditional clothing enterprises will have their own e-commerce." ”

The Kingdom of Internet clothing

In China's apparel industry vertical to the field of business, PPG is a detour to the past.

2007, in the "Southern Weekend", "Beijing News" and other media, often see a big half version of advertising, hit the heavy is a no factory, no shop, no agents of the clothing business, the name is very strange, PPG. But the company outsourced production to the garment processing enterprises in Jiangsu and Zhejiang, relying on call center and network channel sales, the monthly shirt shipments up to 300,000 pieces.

Get rid of middlemen, directly face consumer production and sales, PPG created a new apparel business model, and Low-cost bundled strategy let PPG in a short period of time accumulated high popularity.