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, by the end of June this year, the domestic online retail market has reached 349 billion 200 million yuan. From 2008 to 2010, the annual growth rate of China's online shopping market is over 85%, which is a domestic commodity for the same period. Retail sales The growth rate is more than 4 times. Among them, the clothing industry as the largest proportion of e-commerce industry has also blowout development, clothing products in the 2 quarter of this year. Sales volume Reaching 44 billion 500 million yuan, clothing has become the most popular online shopping product.

The apparel industry has natural advantages in developing e-commerce. According to China Electronic Commerce Cao Lei, director of the research center, said: "fashion changes require clothing companies to track market prices in real time, anticipate changes in customer needs, and react quickly to customer requirements. E-commerce, through surveys of user interest and collection of customer feedback information, provides a low-cost technological means for enterprises to achieve this goal."

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, through online retailing, the cost of channels is also reduced, so that clothing can be sold at low cost plus low price. The price of online retail clothing is much lower than that of offline outlets. Yintai network CEO Liao Bin explained. In October 20th, the first national industrial summit held in Ningbo on the theme of "e-commerce application" was held in China. More than 300 garment companies including Taiping bird and Shanshan were invited to discuss with them how to embrace the tide of e-commerce.

It is reported that at present, there are more than 5000 traditional clothing enterprises on Taobao, which are developing online direct selling through different forms. According to the data monitoring of China Electronic Commerce Research Center, more than 75% of the brand clothing enterprises have touched the net. However, the traditional clothing enterprises in the "touch net" process is not smooth sailing. Recently, the US bond clothing announcement said that because the profit was difficult to guarantee, the company decided to stop operating the "state purchase" e-commerce business, becoming the first traditional listed clothing enterprise to announce the outage of e-commerce business, and transferred the business to the group non-listed company. On the other hand, the threshold of "touch net" is also getting higher and higher. Taobao has increased 10 times in margin terms, causing many controversies and triggering a riot. The operating prices of other platforms are also rising. Price and cost undoubtedly become the first sword. If there is no special competitiveness, traditional enterprises will hardly succeed.

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. Don't look for an assistant to be responsible. He has no way to decide the strategic level of the enterprise. He must bring the boss himself. Moreover, we must seize the word "fast". You can update quickly, feed back quickly, respond quickly to data, and use money quickly, so you can do anything. 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, an integrated service provider of CEO and B2B industries in Yintai network, 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 transferred 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 transactions, search consumers online, and bring them to the real stores. Starting from last year, some group buying websites in China are the best interpretation of O2O, but this is just the tip of the iceberg of O2O mode. This combination may be painful for some businesses. Cheap prices will affect some market order, but there is no denying that group buying has played an advertising and increasing effect. This model is more than a year old, but Liao Bin believes that in the future, through the integration with mobile commerce, the O2O model will be interpreted better.

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 transition from "extensive" to "precise", and provide professional personalized services.