Brand Clothing "Touches Net" Is Dejected.

Once upon a time, the phrase "either electronic commerce or business without business" was once seen by all trades and professions.

Face to face

However, as time goes on,

Almost all brand clothing network sales operations are difficult.

In 2011, with the acquisition of the Millennium search network, the US state clothing decided to stop operating the "state purchase" e-commerce business, and Mcglaughlin M18 general manager Pu Si Jie announced the resignation and other incidents on micro-blog.

Brand clothing enterprises seem to have quietly become an industry phenomenon in the operation of e-commerce. So far, there has not been a successful case of a well-known brand clothing entering e-commerce in China.

The reason why China's brand clothing enterprises are hesitant to face the Internet and to test the water in succession has become one of the most important factors besides online shopping.

Around 2007, PPG swept through our garment industry like a whirlwind.

In the entire garment industry feel the shock of e-commerce, but also opened the brand clothing enterprise "touches the net" this Pandora box.

The financial crisis which started in 2008 forced most of the garment enterprises relying on foreign trade to turn their attention to the domestic market.

However, in the face of almost completely unfamiliar domestic market, how to develop the traditional channels with layers of hierarchy can not directly perceive the market terminals, and how to plan the relatively large number of stocks.

So e-commerce is coming.

At this time, the traditional leading clothing enterprises in the domestic market are also hesitant, looking forward to the dream of "going all the way" on the basis of e-commerce, and are also afraid of the turbulence threat that may arise from physical channels.

The unexpected financial crisis and the so-called "Post Financial Crisis Era" make them no longer hesitant.

Rising prices of raw materials, soaring Renminbi exchange rates, the "labor shortage" and the labor cost that have started to rise have been overwhelming the industry's leading brothers.

So e-commerce is coming.

The wind rises at the end of the duckweed, and the winner takes advantage of it.

At this point, the appearance of the Alibaba and Ma Yun, who are quite similar to his new power, jumped out.

Through the media, he roared with a complex tone of prediction and threat. "The biggest objection to the Internet today is the success of today.

Because they could earn 30%~40% profits through traditional channels, but after being hit by Taobao, only 10%~20% was left.

It is safe to say that ten years later, traditional patents and brands will be hit by net goods.

As a result, China's traditional large garment enterprises and brand clothing enterprises, whether exported or domestic market type, are beginning to get involved in the online sale of clothing products.

Some high-profile March, some quietly sneak, some by boat to sea, others have a portal.

It can be said that eight immortals cross the sea.

To tell you the truth, the emerging e-commerce market of textile and garment industry has made almost all competitors stand on the same starting line.

The new clothing brand also has the chance to become a dark horse in the industry.

That is, the industry is not afraid of "brand new, afraid of your product new" the so-called famous words.

A garment enterprise in Shenzhen has long been engaged in the production of OEM in foreign trade processing. The financial crisis is forced to turn to the domestic market.

But because of the lack of control of the domestic market, more habits are used to produce almost no research and development capacity by order.

The European and American styles of products are all the same, compared to the domestic brand clothing market.

Almost can be asserted that it is not on the same level with the leading brands of clothing in China.

In early 2009, the enterprise set up the Ministry of electronic commerce.

In order to promote their clothing products as soon as possible, and occupy market share, the company can be seen as useless.

First of all, a very skilled photographer was invited to shoot his product.

And after the modification of computer software, put it on the website.

Later, they paid for the ranking of search engines.

Bind your brand to well-known domestic products such as YOUNGOR.

So that when consumers search for brand clothing and other keywords, the brand of the company is searched together with other well-known brands.

Because of the unusual attraction of its "made" products, plus its attractive prices, consumers are in a rush.

Compared with brand clothing enterprises facing the entanglement and confusion of e-commerce, our consumers are more naive.

It is understood that most consumers choose the original intention of online shopping is to run low prices.

In 2010, the brand of the garment enterprise started in the field of electronic commerce.

At the same time, the clothing enterprise in Shenzhen is continuing to establish a multi-level network distribution channel. At present, it has also worked with the B2C e-commerce website of excellence and Dangdang, and there are more than 80 agents on Taobao.

This is said to be the most remarkable example of the rise of the clothing industry in the field of e-commerce.

There is no doubt that whether our brand clothing enterprises attach importance to or do not pay attention to it, whether to set foot in or wait and see, the development of the Internet and the maturity and maturity of online shopping are all pushing forward the rapid development of the channel of e-commerce, and it also affects consumers' consumption habits, shopping methods, brand preferences and so on.

If our brand clothing enterprises do not formulate some corresponding countermeasures as early as possible, sooner or later, they will be swept into the old pile of paper by the vigorous development of the Internet economy, and become history.

Traditional channel: the strongest resistance in history

When it comes to brand enterprises' resistance to e-commerce, almost all industries in the garment industry believe that the biggest resistance comes from traditional sales channels.

The representative event is the game of the national direct retail giant, Gome and Suning hypermarket, which was once known to the public and the producers and agents.

Although the two sides had to take a half step in the end, they had no choice but to settle down.

Brand clothing industry is also facing enormous pressure from traditional retail channels.

This kind of pressure is not man-made, and is determined by the characteristics of e-commerce.

Miss Liao, who is a shopping guide in a famous brand clothing store, has the deepest understanding of this.

Since the clothing brand opened its sales website on the Internet and authorized some agents on Taobao, she felt the hardship of her daily work was unprecedented.

One day, a customer tried to wear several brands of clothing and decided to buy one of them.

The price of the dress is 488 yuan, and the customer asks for a discount when he opens his mouth.

According to the sales rules, it still needs about 450 yuan after the discount.

The customer was unhappy, and mumbled to Miss Liao that the same style was less than 400 yuan in your shop.

Miss Liao is speechless. She can only communicate with her from the Internet.

Finally, the customer took out a pen and paper to copy the size of his own good clothes.

She said she would go home to buy this dress through the Internet, and thank Miss Liao for reminding her of the size problem she ignored.

Brand clothing, especially the internationally famous brand clothing, is regarded as a luxury in the industry because of its high price and excellent quality.

To be honest, walking into the brand clothing store of a big brand, the impulsive adrenaline impulse and the service of private shopping guide will inevitably give people a sense of pleasure in shopping.

However, the emergence of e-commerce may completely break the situation.

All of these can be replaced by a quiet notebook on the desk or at home.

This is a dream for the brand clothing enterprises to realize the simplification and flattening of sales channels.

But for the traditional agents and dealers, it is the abyss of perdition.

The resistance is obvious and reasonable.

In a forum held by a domestic brand clothing industry, the "channel gangster" from all over the country took a clear-cut stand. It was almost a one-sided criticism of the brand clothing's "evil deeds" in e-commerce.

A brand woman dress agent laughs, for the majority of shopping girls in China, brand clothing will also bring another terrible phenomenon to e-commerce.

That is, the pleasure of shopping does not exist in the process of any leisurely shopping. It only exists in the instant of the click of the mouse.

This will seriously weaken their interest and frequency in buying clothes, and affect the sales of brand clothing, resulting in the shrinking of the market.

Another scholar, who is said to be studying the history of clothing development, has seen further progress. He pointed out that the further development of brand clothing and its dominance will lead to more serious consequences.

Domestic Wangfujing street, Nanjing road and Chunxi Road need not be mentioned. It is also necessary to add the famous streets of Paris, such as Champs Elysees street in Champs Elysees, Fifth Avenue in the United States, underground town in Canada, Oxford street in London, and Orchard Road in Singapore.

There are no stores. Consumers can sit at home with a little bit of mouse.

Although this gentleman's words are humorous to the point of no sense, but from the 1980 Bruce Stryn thriller Islands in the Net, the first prophetic writing of the "global communication network" began, and now the Internet is basically universal.

We have been debating how the Internet and the Internet economy will bring about changes in our lives.

Is such a change good or bad?

The fantasy of the famous sci-fi movie, the hacker empire, can be achieved in the virtual network world.

The slim ladies who used to be on the streets no longer haunt the major brand clothing stores, but become small rich women who are stout in the sofa with potato chips and mouse.

The most frequent one is the delivery clerk of the express company, and the online shop of brand clothing has done everything.

Anyone who goes shopping is so old-fashioned that whenever he goes to a brand clothing shop to buy clothes, there are no wires installed at home.

Just imagine what the world would be like if it was really there.

In fact, brand clothing stores and their traditional sales channels, as a long-standing business model, can exist for such a long time.

There is a view that the current consensus among the parties in the industry is that no matter how fast and vivid the development of online sales, the management of brand clothing stores will inevitably exist and develop.

This is the biggest bargaining chip between traditional channels and brand clothing e-commerce.

In 2011, a famous garment company, Mei bang, made a decision which was not too hard but enough "disgraceful". Its announcement said that because of the inability to guarantee profits, the company decided to stop running the "state purchase" e-commerce business, thus becoming the first traditional listed garment enterprise to announce the outage of e-commerce business, and to pfer its business to the non-listed company group.

Low profit is also the biggest resistance of brand clothing in the field of e-commerce.

It is understood that, in order to engage in e-commerce, the state Bon net has invested $60 million a year, and the sales volume of Bong is only 200 million yuan this year, compared with the 3 billion 800 million yuan sales in the first half of this year, the contribution of BNN is less than zero.

As a listed company, the input-output ratio is too low, which will seriously affect investor confidence.

All, the United States and the state of clothing chose to rush back.

At present, the development of brand clothing in the field of e-commerce is not smooth.

Brand clothing enterprises have a choice to exit gloomfully. Most of them are ambiguous about their choices. However, it is undeniable that everyone is groping for a way that traditional channels can be compatible with e-commerce.

Quality is worrying: the market is difficult to control.

The field of electronic commerce is the hope of our brand clothing enterprises, but it is still dangerous.

At the beginning of 2010, it was the moment when the brand clothing entered the Internet in a big way.

At this time, Mr. Zhu in Xi'an couldn't resist the temptation to buy himself a brand shirt on the Internet.

After searching and choosing a well-known shopping website, he picked one of the cheapest online stores.

Because the price of this shop is indeed "enough", for the sake of insurance, he also deliberately chatted with the owner on the Internet.

The shopkeeper is very enthusiastic and asks for answers.

Tell him that it is cheap because he has connections in this enterprise.

At last, he specially asked Mr. Zhu that he had been sterilized because he had been a famous brand. He could wear it without having to wash it after taking it home.

After receiving the product, Mr. Zhu wore it directly to the shopkeeper.

Feeling good, he went to the shopping website and agreed to pay.

But it did not occur to me that when he washed the "famous brand" shirt, there appeared a series of quality problems such as fading.

However, it is hard to find a shop owner to ask for a view at this time.

So he complained about his experience to the manufacturer of this brand clothing.

The answer is that the shirt is a counterfeit product.

Their brand clothes are sold only on specialized websites of their own enterprises, all of which are counterfeit.

It is understood that in 2009, a well-known sports brand business department once conducted a survey.

Only in the most famous shopping websites in China, there are more than 1000 shops selling the brand.

The average annual turnover of these stores is more than 50 million yuan, which surprised the enterprises.

But what is more surprising is that these online stores are completely in a state of self destruction and disorderly competition.

Because there is no regulation of any regulatory body, policy system and service system, there are many problems such as the spread of counterfeit goods, the confusion of price system and so on.

In fact, most of the 50 million of the sales volume is not the brand's own product.

They have a sports shirt priced at 398 yuan, and the lowest in these stores is less than 100 yuan.

A large number of "Shanzhai clothes" and fake and inferior clothing actually occupy the leading position in the sales of the brand network.

This abnormal phenomenon not only brings price impact, but also grabs part of the market, but also has a serious impact on the reputation of this brand clothing enterprise because of the low quality of various "copycat versions".

The loss of tangible and intangible assets can not be estimated.

In fact, the main purpose of online shopping is to buy cheaper clothing products.

This means that there must be a certain sales space for low-priced fake and shoddy products.

At the same time, brand clothing enterprises have no control over the control of network sales.

Most of the brand clothing that runs through the network is "Shanzhai".

This is also a reason why brand clothing enterprises are separated from e-commerce.

Compared with the traditional action against counterfeit and shoddy products, e-commerce fraud is even more difficult.

Not only is it difficult to investigate, it is difficult to obtain evidence, or even to strike.

Internet counterfeit dealers usually take a shot for a place and rarely catch the current ones.

I am afraid that we need relevant departments such as industry and commerce, public security, quality control and so on to get twice the result with half the effort.

In fact, the power of the Internet is far greater than what we know now.

However, technology has always been a necessary condition for business innovation, but more importantly, it is a business model.

However, no matter what business mode, consumers must also be faced with. In the face of the market, it must also come from the market.

What brand clothing enterprises in China need to study is the change that should be made by a good brand clothing enterprise under the new channel.

We should believe that the Internet and e-commerce are everywhere in the future, but there is no such thing as the so-called "Internet brand clothing" and "e-commerce brand clothing".

Because in the future, all garment enterprises will use the Internet to work and expand their marketing.

At any time, there will be no change in the basic elements of clothing marketing.

At present, the best way for China's brand clothing enterprises is to forget the Internet and forget about e-commerce and concentrate on quality and external operation so as to become a truly international famous brand clothing.