Tradition and change: these things about selling clothes

The rapid development of traditional brand

(08 Apparel Industry Network Marketing Classic example)

Is "Li Ning" a former athlete or a tailor? It is estimated that many young people would rather believe that he is a tailor. This is the interactive effect of the network, brand, entertainment, consumer three through the network together, become a product development of the fixed route.

It is noteworthy that Li Ning Company began to do E-commerce at the end of 2007. The 2008 "Awkward" shoe in the online popular and out of stock, this is the consumer interaction experience of the spread of the effect, in the traditional channel this situation is rare. Later during the Beijing Olympics, Li Ning launched a lot of Olympic products, sales are still hot.

It is not difficult to find that in the Internet has already spontaneously formed a traditional brand sales channels, so for clothing business, if they do E-commerce, will inevitably bring a business growth. The establishment of a new channel, as well as its own brand in further in-depth development.

Carding channels for independent construction shop

More than two years ago, the network sales of clothing enterprises to the basic customer-prudential products directly built online mall-style for the representative, a large number of media and industry to study. However, the following hundred Li, Li Ning, famous shoes, Lutai, Massamasso and other brands, did not go straight to the network mall, but to standardize the network sales channels, the existence of a wide range of online shop evaluation, negotiation and authorization, unified supply, into the scale of management. Channels of carding, so that the network sales from the Taobao and Consumer-to-consumer network began to form a garment business model of E-commerce prototype.

It is worth mentioning that these brands, in the establishment of E-commerce business is to choose Shopex as their own software and service support. In the area of E-commerce, business strategy, user experience, user access and retention, operations management, product and supply chain management, these five capabilities are required. and the existence of service providers, that is, in technology and services, these soft power to the independent construction shop brand.

Solutions to break through bottlenecks

(The mature solution is the most important for independent shop)

Entering or guarding? This is a problem. In the face of the big wave of e-commerce, clothing business should choose what solution? Simply put, any brand company, start to do E-commerce, must have a full range of careful consideration have a strategic decision, such as team, brand, products, channels, consumers, technical solutions, even starting from one o'clock, are required to be fully considered.

Some brands are optimistic about the network market, but rather worried that the network channel will impact their physical sales channels, and then chose to create a brand-oriented network sales to solve the problem of E-commerce.

Some brands in order to prevent the network sales of the Entity shop conflict, give up the network market, but also stipulates that all entity channels can not sell the brand online merchandise.

There are still many manufacturers on the sidelines, hoping to develop network channels to try to fill gaps in existing channels, but the data sold through the network reflects the low price of goods sold on the network is better, so the brand is worried that their discount shop or the business of the factory shop will be affected.

For traditional brands, access to E-commerce requires a high cost of time, such as learning, experience, operations, marketing, business and so on. Seeking service providers to provide software technology is second, more is to enjoy the solution provided by the service provider. For example, the name of the shoe library, in the adoption of Shopex program, in business to a certain extent, in order to optimize the operation of the site system, in the last-looking deployment of the cluster, master-slave separation, read and write separation, after the implementation of search deployment. Enable the enterprise to start the resolution mechanism before the bottleneck occurs.

The results show that it is more easy to achieve success through the service providers, reduce the time cost, learning cost, business cost, there are many examples. So the traditional brand into E-commerce is only the beginning, after the marketing is a long-term and changeable process, E-commerce is the most important part of the operation.

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