Understanding of the brand apparel electronic Commerce

At present, the entire domestic brand apparel e-commerce field changes faster, but also can see the direction and trend, Purdue Network Marketing planning based on years of successful project operation practice, make the following thinking for reference.

1, which mode is not suitable:

such as Vancl, Masamaso, M18 such as the official website for the main sales, by advertising to promote the expansion of sales model, is not suitable for most clothing brands. First, media promotion resources are limited, even if the money is not every one can get, secondly, in recent years the fiery electronic commerce to push up the price of media, advertising ROI reduced, simply by advertising-driven mode is not workable.

2. What mode is the future:

Although Taobao now accounts for more than 70% E-commerce retail market, but this proportion will gradually reduce. Government for market balance consideration, each vertical mall on Taobao sales of the weakening (such as the Beijing-east of the 3C category of Taobao impact), Baidu and QQ do not want to Taobao a single large and small E-commerce site support?? All sorts of factors lead to Taobao's proportion of sales must fall below 40%.

Therefore, Purdue Network Marketing planning that Taobao + QQ + other medium-sized Business Mall + web site Alliance + official website + dm/edm E-commerce mode is the future trend. At the same time, mobile E-commerce, Experience shop, DM/EDM, database mining, CRM management, pan-media, such as high value-added business support, will further improve the efficiency of e-commerce.

3, online and offline needs system integration:

At present, the vast majority of brand apparel companies offline, online with two sets of system operations, mainly to avoid two different rhythms of the mode of mutual interference, reduce the chance of identification in the process of trial. However, from South Korea, the United States and other e-commerce to carry out the earlier national experience, the use of a set of online synchronization system is the future trend of higher efficiency.

Moreover, from the future years of E-commerce development prospects, can not support the electronic business operation of the system, will become the bottleneck of brand development, the more early breakthrough of this bottleneck to grab the market opportunities.

4, the brand needs of E-commerce:

E-commerce in electronic links, can be completed quickly set up operation. But in the business sector, product development, marketing, supply chain integration needs to be done in the long run. The current E-commerce platform in order to increase the gross margin are upstream integration, so, in the long run, product research and development capabilities, supply chain integration capabilities of the brand in the E-commerce market is more likely to win.

At the same time, the whole operation system of E-commerce, can let the brand to speed up the progress of E-commerce market. The future, only "good product + Good system + Good team + Good strategy + funds" to occupy a place in the Internet market.

5. Learn to do business online:

From the VANCL, Masamaso operating experience, the Internet is a new market, and offline customer overlap is not 100%, especially the traditional brand most positioning is 70/80, but the internet 80/90 is the subject of future consumption. At the same time there is no regional problem, the original did not have the opportunity to buy brand products consumers also began to consume these brands.

Therefore, Purdue Network marketing planning suggested that brands should immediately start learning how to do business on the Internet, find a suitable consumer group, through the appropriate channels to provide them with the right products. The simple translation of the product line to the line, will not get good results, but also to the original channel caused trouble, creating new problems.

6, E-commerce is not "light":

"E-commerce companies are light companies. "The idea is an illusion.

In the electronic commerce, each website replaces the traditional shop, the website product manager and the Web designer replace the decoration designer, the photographer, the product sale plan replaces the shop display, the product Description planner and the Customer service center replace the sales person, the advertisement Alliance replaces the traditional franchisee.

In this way, the original low cost can be found in the post, into a high cost of high-tech jobs, although the role of each of these positions can help the brand to achieve greater sales, but it needs a large scale to make ends meet.

At the same time, in order to support the completion of sales, the system development, storage transformation, server and bandwidth input, call center construction, Order Processing system establishment, advertising investment is a small amount of overhead. These inputs can become a heavy burden if they are not able to do large sales and have high gross margins.

7, supply chain management is the ultimate test:

The whole process of E-commerce sales is recorded in real time on the server. So policymakers can have more information to make decisions and respond quickly. Decisions cannot be effectively implemented if the executive branch is not able to respond quickly.

It takes 8-10 years for a traditional brand to mature, and the progress is extremely compressed on the Internet. Sales growth from 0 to 100 million yuan was completed in 3 years. Traditional brand manufacturers in accordance with the cycle of the development of sales products, faster only and other brands can be monthly units, Zara, such as FMCG brands can be weeks, now e-commerce decision-making can be days or hours for the unit.

Therefore, the ability to have a faster supply chain response and execution team is the key to success or failure. This is a huge challenge for the current brand. However, to understand that this is the speed of the Internet, if you want to survive on the Internet development, it is necessary to adapt to this speed. Welcome to discuss E-commerce related content with you, please pay attention to my microblog @q qining.

This paper is for Beijing Purdue Network Marketing Planning Co., Ltd. CEO: qining original content, reproduced please specify. Thank you for your cooperation!