HC clothing online in e-commerce in many industries, was undoubtedly the clothing e-commerce concern to most people. PPG, Vancl, light companies, outsourcing of production, online direct marketing, light model, standardization, men's shirts ...... organic combination of these keywords, has become garment enterprises, the media and the Internet hot topic.
and clothing enterprises to develop e-commerce, seemed to escape to PPG, Vancl as reference; the established thinking of the bound, to a certain extent, the impact of the current lot, including traditional clothing enterprises (including other sectors of traditional retail businesses) into e-commerce process and determination.
garment enterprises to develop e-commerce, not condemnation Light mode
traditional clothing business e-commerce, than in the light model, brand, product supply channels, distribution systems, storage, consumption, end-persons, retail experience, service, variety of resources have a greater advantage.
light pattern of e-commerce companies, organizations, products not only need their own supply channels, the need to build storage and distribution system, huge investment needs the backing of a solid financial strength . In the early stage of development for a long time, due to the popularity of the site itself is not high, the brand of the structures required to start from scratch; consumers need to dig and train, very labor-intensive, which has a lot to the brand; lack of supply channels bargaining right to speak, the site of the purchase from a small number of suppliers, it is difficult to obtain a lower purchase price, sales price and the price difference between the purchase price of a small, low profits; advantage of the lack of retail experience, can not give consumers the sale intimate place Service Assurance; logistics and distribution is difficult, if self-built logistics and distribution system, not only takes a long time (for example, Dangdang spent 7 years), and the huge investment, small and medium enterprises difficult to bear. If you rely on third-party logistics companies Post and can not effectively monitor the logistics and distribution processes, logistics service quality is difficult to control and direct access to customer comments and suggestions, enterprises in the whole business process in a passive position. Majority of funding for small and medium sites are often ineffective because of getting into financial difficulties.
the above analysis, it is clear that the traditional enterprise in e-commerce has many unique advantages, we can see, like Giordano, Metersbonwe so clothing enterprises have done a try.
PS: adverse natural conditions and in many cases, Vancl contrarian achieved good results, not only because of the marketing strategy Vancl in innovation, More importantly, the aging of the operation of the entire Board a strong locus of control is also key.
Ereli research institutions, according to a research report on e-commerce show clothing, apparel e-commerce network marketing in the rapidly growing proportion of Chinese clothing e-commerce market is still huge potential to be excavated. Especially under the pressure of the global economic environment, including e-commerce is a traditional garment enterprises, including enterprises such as tight encirclement, a good tool for resolving the crisis.
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