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

2011/10/25 9:41:00 21

Traditional Clothing Enterprises "Touch Net" Happiness And Pain

Bill Gates once said, "twenty-first Century or

Electronic Commerce

It's either business 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, it is up to June this year.

Internet Retailing

The market has reached 349 billion 200 million yuan.

From 2008 to 2010, China

Online shopping

The annual growth rate of the 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 products.

The apparel industry has natural advantages in developing e-commerce.

According to Cao Lei, director of the China e-Business Research Center, "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, there are more than 75% brand clothing enterprises.

Touch 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 pferred 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.