The development of e-commerce in the hottest cloth

On July 12, the 2013 Shenzhen clothing e-commerce development forum was held in Shenzhen Convention and Exhibition Center. Shenyongfang, President of Shenzhen clothing association, Fu Zhiyong, general manager of e-commerce research department of iResearch group, Yue Dandan, vice president of Vanke Zhong Tao, head of qipilang e-commerce, and other guests and entrepreneurs from all over the world attended the forum

at the beginning of the forum, Fu Zhiyong introduced the current development environment of e-commerce with data as the starting point. At present, the penetration rate of private purchase in the Asia Pacific region has reached more than 50% from less than one third of the previous year, while the clothing industry accounts for the largest proportion of e-commerce, with more than one quarter reaching 26.5%. The development of clothing brands now does not lie in considering whether to enter e-commerce, but how to develop e-commerce

Fu Zhiyong mentioned that the brand's e-commerce business system has experienced five stages: the first stage, e-commerce as a sewer, as a means of brand inventory disposal, the biggest drawback of this practice is that it is most suitable for manufacturing microwave antennas (radomes) or other special gas utilization, which reduces the brand value and damages the brand image; In the second stage, brands sell finished products synchronously online and offline, hoping to avoid the previous problem. However, this practice makes offline brand dealers in a difficult situation, intensifies the contradiction between brand dealers and distributors, and even leads to the withdrawal of distributors; The third stage is to develop e-commerce as a new market, and the price system is all redone. "The market leader of a foreign-funded chemical enterprise on the scene told the author that this stage is a model of e-commerce in which the brand is relatively advanced, but later he slowly found that his own brand design and development speed is too slow, the supply chain coordination is insufficient, and the contradiction between E-commerce Team and traditional business team is prominent, leading to the loss of talents, E-commerce business is blocked; The fourth stage is the strategic upgrading of the business system. The e-commerce team is completely controlled by the decision-making level, avoiding the contradiction between the e-commerce team and the traditional core business, and providing sufficient development space for e-commerce; In the fifth stage, new media marketing will develop with consumer demands as the core, return to the essence of network marketing, and truly develop deep-seated network marketing around consumers' preferences and needs

he believes that only through these stages can traditional clothing brands have a deeper understanding of how to develop e-commerce. The speech of Zhong Tao, head of qipilang e-commerce, also confirmed Fu Zhiyong's view

Zhong Tao said that it was through the above different stages that seven wolves began to slowly expand e-commerce. Zhong Tao believes that the most important factor for consumers to buy is "what they like", and only brands that can be spread by consumers can be called brands. At the same time, he also proposed that "the solution for brands to become e-commerce is performance characteristics: to restore the essence of brand retail", we should create brand power, social power and communication power of the brand, establish public praise and create a good shopping experience. Zhong Tao took seven wolves itself as an example and proposed good e-commerce marketing methods, such as letting customers feel your changes, letting customers participate in your business, and letting customers interact with each other

nowadays, the best way for the clothing industry to face the impact of e-commerce is to participate in it. While adhering to the brand, we can find our own way of e-commerce, so that e-commerce is not just a sewer. At the same time, we see that the rise of Amoy brands such as handu Yishe and Inman is entirely based on e-commerce to build their own brands, although they can't compare with traditional big brands in brand value and heritage, However, their success in e-commerce is worth learning from the brands that are developing e-commerce