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How To Break Through The New Mode Of Direct Selling Of Shirts Online?

2008/4/23 15:31:00 108

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How To Break Through The New Mode Of Online Shirt Direct Selling?

Since PPG got venture capital and started burning money in all kinds of media, there have been more than 30 large and small shirts selling websites in China.

Of course, there are Bono, which is born out of the traditional fashion enterprises of wedding birds, and also has the pioneer of e-commerce in the traditional clothing enterprises. There are also Vancl gold rush users who are led by the Internet.

But more than a group of post-80s youngsters, who were originally sold on clothes on Taobao eBay, have been inspired by the legend of PPG, upgrading their online stores to websites, waiting for the arrival of investment angels.

So many competitors at once, the market can be imagined.

Even in this period, the "one dollar" shirt was appeared, but it was soon stopped by the industrial and commercial departments.

Almost all the direct selling websites of shirts are exactly the same way: first find an advertising design company to design LOGO, then buy a batch of fabrics to find shirts factory, produce shirts according to the most popular styles, and paste their own LOGO; then make a brand story at random, and then sell it online.

We can understand that brand is one of the most important assets of an enterprise.

Coca-Cola's president has a famous saying: if all Coca-Cola's factories are gone, but as long as Coca-Cola's brand is still there, then he can rebuild Coca-Cola in a very short time.

Nike has already outsourced all its production, and only grasps the two core links of R & D and brand.

But is it so easy to create a brand? It takes only a year to spend hundreds of millions of dollars in advertising to create a brand that a consumer recognizes. Hundreds of millions of advertisements can really let many people know this brand, but how many people recognize it and are willing to repeat it? Creating brand takes years of even decades of painstaking efforts. The famous brands we know now are tested and survived.

The decline of most CCTV Kings is a sharp negative example.

I believe that the essence of e-commerce is that people buy what they want to buy at home, and save unnecessary links and expenses.

E-commerce website is still a good thing to do e-commerce, create brand matters or let Nike, Ralph&Lauren do it.

In addition, the money for advertising is made by venture capitalists. With this money, they will have to expand as soon as possible and find a way out for their capital investment.

But is it easy to keep a brand in mind? Every clothing brand has different target groups. No brand can catch up with customers of different ages, gender and consumption levels. This is also the reason why it is difficult for the apparel industry to produce giant enterprises.

Many Japanese chemical companies have been successful in many brand strategies. For example, L'OREAL group has 12 brands in China, ranging from high-end Helena and Lancome, mid end Vichy and L'OREAL to low-end Maybelline, Garnier, Garnier, and small nurses.

Procter & Gamble is the four absolute brand of the Chinese shampoo market with the brand of rejoice, PANTENE, Head and Shoulders and VS.

Therefore, I believe that if we want to enlarge our shirts direct selling website, we must insist on multi brand management.

Professional matters allow professional people to work separately to reduce risks and achieve "win-win".

In fact, the reason is very simple. The good brands that are usually sold online are co operated with professional channels such as shopping malls.

So I don't think a brand player needs to build an online channel by himself.

It's better to sell products to us.

Our goal is to do professional marketing channels like Gome and Ctrip. Customers can always find their favorite brand shirts on our website.

//cn.daxia1