How do traditional clothing enterprises do online e-commerce?

Advantages and disadvantages of offline brands going online.

For the traditional clothing industry, the advantages and disadvantages of offline brand online sales coexist. Most brands in the traditional clothing industry have certain brand recognition, which is an incomparable advantage of many emerging clothing brands in e-commerce. A certain brand recognition and offline sales model bring consumers trust and purchasing power brought by trust. This has been confirmed in the Taobao sales list, and the top three clothing brands in the Taobao sales list are all branded clothing under Suodian.

The disadvantage of traditional clothing lies in the first pursuit of China netizens or cost performance, which is a challenge for traditional clothing brands under cable channels. There are still conflicts of interest between virtual channels and traditional channels in the current development process. If we follow the online operation mode and let the online price guide, the online price is lower than the offline price, the online sales may increase, but this increase may also lead to a decrease in offline sales. In the end, it will lead to the diversion of offline interests, and the final increment is only the transfer of sales, and the online sales price is lower than the traditional channels. Finally, enterprises will not be able to get due profits from the increment. So there is a saying that the stronger the traditional channels, the more cautious the development of e-commerce.

However, the huge network market is constantly tempting the operators of the traditional clothing industry.

The unstoppable growth momentum of online consumption

How big will the clothing e-commerce market grow? At present, it is impossible to answer this question, but everyone agrees that the clothing e-commerce market has reserved enough space for more entrants, and at the same time, the speed of survival of the fittest is accelerating, and clothing e-commerce enterprises will continue to be eliminated in the market, and it is very likely that a few enterprises will grow rapidly and occupy a large market share.

As a traditional clothing enterprise, there is no doubt that it should not give up this fast-growing huge market. It is generally believed in the Internet industry that after several years of turmoil on the Internet, more and more people with Internet complex are increasingly aware of the value of e-commerce. If the development of e-commerce is compared to the growth of children, it seems to many people that e-commerce has reached the eve of pre-school graduation. Indeed, there is still a lot of room for the growth of e-commerce, but it is far from mature.

At present, clothing e-commerce is far from mature. Even leading e-commerce enterprises are constantly exploring and making progress, but they have found a direction suitable for their own enterprise development and can grow in a marketing and promotion way suitable for them. It is understood that domestic B2B has not really made a profit, and it is still in the stage of exploring profit points, including well-known enterprises that are doing well now, and are basically struggling with the balance point. But B2B will certainly give birth to a brand-new business model. Whoever can establish and make good use of this business model will be the biggest winner in the future.

A feasible scheme for offline brands to go online

Faced with such a huge market potential and the attraction of emerging models, many people of insight in the traditional clothing industry can undoubtedly not give up. To this end, as an e-commerce marketing expert, Ke Xixing provided four solutions for offline brands to go online.

First, enter C2C or B2C stores, set up counters, and let virtual channels traditionally operate as suppliers. This way of online entry is convenient and will not break the original dealer price system. This method is most suitable for small and medium-sized enterprises, making the Internet a new sales window.

Third, to create a new brand without affecting the sales of offline brands, such as BONO, the essence of creating a new brand is an investment behavior, and everything of a new brand needs to be started all over again, so it is particularly important to form a team. Whether to use an e-commerce team or not, and whether this new team can be integrated with corporate culture are all issues that enterprises need to consider and solve.

Fourth, establish your own website, make full use of the resources of traditional brands, and effectively use mature offline channels to sell online and ship offline. Mobilize all dealers to become logistics distribution, offline dealers reverse B2B and B2C, centralized marketing and offline distribution. This way will integrate online and offline into a system, which will cost a lot of technology, but it will make the brand form a joint force and finally get the maximum benefit.

Each method has its own advantages and disadvantages, and the key is to find a way suitable for the enterprise itself, so that the enterprise can achieve its due effect online. In the new e-commerce environment, the new pillars are flexible production, personalized marketing and socialized logistics.

As a result, the business model of mass customization has been formed. For brand enterprises, the most direct change is from the original supply-driven to the demand-driven one.

E-commerce has brought changes to the whole sales market. This process of change is silent, but the speed should not be underestimated. At first, people asserted that e-commerce is not suitable for clothing products, but with the continuous successful performance of clothing e-commerce enterprises, people began to find that clothing is the biggest beneficiary in the field of e-commerce.

According to statistics, among the types of goods sold online, clothing, shoes and hats rank first, surpassing books, household department stores, prepaid cards and other goods with the largest online sales. This shows that clothing has become a new growth point of e-commerce sales. As an e-commerce marketing expert, Yima has cooperated with various e-commerce companies. More and more enterprises come to the field of B2C, and TOP 100B2C cooperates with us. I think there are several types. First, pure online enterprises are mostly financing enterprises. Second, offline traditional retailers and manufacturers have come in a lot in the last two years, including traditional clothing enterprises. Faced with such a huge market, every enterprise that enters e-commerce has a chance to succeed.