Forbes: The Joy And Pain Of "Touch Net" In Traditional Clothing Enterprises

Bill Gates once said, "in twenty-first Century, there is either e-commerce or business."

Robin Li even said more decisively: "there will be no e-business in the future, because all enterprises will be e-commerce enterprises."

According to the latest report released by China Electronic Commerce Research Center, the domestic network is up to June this year.

From 2008 to 2010, the annual growth rate of China's online shopping market is over 85%, which is more than 4 times the growth rate of domestic social retail sales over the same period.

Among them, the clothing industry as the largest proportion of e-commerce industry has also blowout development, clothing sales in the 2 quarter of this year reached 44 billion 500 million yuan, clothing has become the most popular online shopping.

As a result, the clothing e-commerce has come up with natural advantages. In the face of such pursuit of soldiers, traditional brand clothing enterprises have also accelerated the pace of e-commerce, extending from "entity battlefield" to "virtual battlefield".

Traditional clothing sales companies including Yintai department store and new world department store have also entered into online retailing.

"Clothing merchandise with high gross profit, high unit price, light weight and small volume is very suitable for online retailing.

At the same time, retail sales have also been substantially reduced.

It is reported that there are more than 5000 traditions on Taobao alone.

Cao Lei said that many obstacles to the development of e-commerce in traditional clothing enterprises are not technical problems. They are the core problems that restrict the development of e-commerce.

An Shihui, vice president Rui Jinlin, shared the experience in the round table forum. He said frankly: "traditional brands enter the blue ocean of e-commerce. First of all, we must clearly identify what to grab, and find out how high this expectation is.

In addition, to do e-commerce is to be a leader in engineering.

Nowadays, traditional enterprises are based on the "slow" link.

UNIQLO is able to make new products every week, and most of the garment enterprises are new products last season. How fast? Once you can't get up quickly, it's very passive.

For example, when we cooperate with some brands, we say that we will have a big activity in the three or four days, but we may encounter holidays, no one is working, and we can not get up quickly.

I believe that as long as we do e-commerce, the market of e-commerce can bring more opportunities to make profits for any enterprise, and can also start branding, but if you can't keep up with it, the money will burn out.

Keep up, enterprises can grow.

The key is to help traditional brands achieve new business processes.

Liao Bin, founder of China apparel network, an integrated service provider of CEO and B2B, said that in recent years, China has been constantly adjusting to the development of China's e-commerce.

From the first stage, a domain name is registered for the brand enterprise, and the brand information is spread on the network. In the second stage, in the case of massive information, the enterprise is pferred from its own company's propaganda to the promotion of the single product of the product, and then to the third stage. In the e-commerce stage, through the description of the product, listens to the user's comments on the product, and forms an interaction with the user.

He believes that now has entered a new stage, that is, mobile e-commerce and O2O integration.

Liao Bin pointed out that "5 years ago and 10 years ago, we saw the Internet through a media perspective. Today, the Internet has been very three-dimensional."

The so-called O2O (OnlineToOffline) is to use the Internet as a front desk for offline pactions, search consumers online, and bring them to the real stores.

Starting from last year, some group buying websites in China are the best O2O.

For the problems faced by traditional clothing enterprises, Cao Lei, director of the China Electronic Commerce Research Center, has provided several countermeasures. The enterprises that first set foot in the electricity suppliers should prepare for "paying tuition fees", usually three to five years; enterprises should avoid "conflict" with existing channels and develop independent "network brands"; enterprises should pay attention to the input of talents such as e-commerce operation and technology, pay attention to division of labor and outsourcing, avoid "package" and do it themselves, and finally pition from "extensive" to "precise", and provide professional personalized services.

At the summit, the organizers also signed the "Ningbo declaration of 2011 trustworthy clothing business enterprises" with more than 300 well-known e-commerce enterprises and traditional clothing brands, advocating industry self-discipline, consciously taking the initiative to accept social supervision, and gaining the trust of users and society with their accumulated integrity, thus promoting the construction and improvement of the integrity system of the apparel e-commerce industry.

Among them, the most familiar clothing business operators are fan Ke Cheng, Yintai network, Baidu music cool sky, walking show net, Masa Marceau, China Post fast purchase, China clothing network, Sheng Dapin poly net, nun dress, clothing net, etc., and signed the declaration also have PAYPAL, Shanghai business school, new hundred Internet business city, Rui Jinlin, leading group network, east east digital, easy to merge information and other electricity supplier service providers.