Look At The Network Marketing Of Traditional Shoes And Clothing Industry From The Perspective Of PPG Business

Internet direct selling, as the name implies, is a way of selling directly to customers through the help of the user linked network and thus avoiding the middleman. In recent years, due to the rapid development of information technology and the emergence of large shopping websites, the network direct selling business is also rising in China.

In particular, the rapid development of PPG business is a great wave in the Chinese apparel industry.

The rapid rise of PPG in less than two years has become the inevitable reason for many brands to follow suit.

At present, the clothing industry mainly has three channel modes: agency system, direct operation and franchising, regardless of which mode, the cost of the channel is always high.

At the same time, the brand of clothing industry has been branded, competition has long been hot, and emerging brands are hard to stand out.

Under such circumstances, how to get rid of the increasingly expensive channel costs and how to tap new consumer groups will become the key success factors for their success.

The network direct selling enterprises represented by PPG have innovated the integration of the modern e-business mode with the traditional retail business, focusing on the emerging Internet consumer groups to effectively get rid of the increasingly expensive channel costs.

At the same time, PPG has effectively improved its inventory turnover time and market reaction speed through virtual operation and effective supply chain operation, which is exactly in line with the fast nature of Lang Xianping's clothing industry mentioned in essence 2.

Faced with the rapid success of PPG and the huge prospect of Internet consumption, many traditional enterprises such as Lining, news bird, YOUNGOR and so on have begun to try their best to sell direct Internet business.

However, for the traditional enterprises that have built up large entity retail network and brand influence, they are different from the new network direct selling enterprises.

When deciding to set foot in the network direct selling business, traditional enterprises also need to consider carefully the influence of direct selling business on their existing channels, brands and customers.

    一、渠道

Any enterprise must keep in mind when formulating its marketing strategy. The fundamental change of marketing lies in the change of consumption demand, and the change of consumption demand is directly reflected in the change of sales channels.

Different channels reflect different sales terminals, which represent different shopping places, corresponding to different consumption groups and different consumption habits.

Bucklin, a channel expert, believes that the main purpose of the channel is to reduce the time for the final consumers to find products, wait for the products, save product storage costs and other costs.

The emergence of any kind of sales channel has its reasons. The emerging network direct sales channel not only satisfies consumers' demand for products, waiting for products and reducing costs, but also makes the efficiency of online direct selling enterprises much higher than that of traditional enterprises.

Therefore, when new network direct selling enterprises absorb a large number of new online consumer groups, meet a large number of new consumer demand, and also make a large number of traditional enterprises also eager to try, it can not afford to be surprised.

There is no doubt that the new channel and the traditional channel are complementary. The new network channels not only provide products with high value for money, but also provide convenient and fast consumption experience, which provides an opportunity for the traditional brand enterprises to fully contact the increasingly large online consumer groups.

At the same time, in the face of the shortage of consumer experience in the emerging network direct selling channels, the traditional channels can also be compensated.

However, in order to give full play to this complementary effect, enterprises need to break the traditional organizational boundaries on the organizational structure and cooperate and cooperate on a multi-level basis, thereby providing high quality services and customer value. This is what Professor Stern called seamless marketing.

If the traditional shoes and clothing brand enterprises enter the field of network direct selling, they can not well coordinate their traditional channels and new network channels, and the mutual positioning of the existing consumer groups and online consumer groups. The price advantage of the emerging channels has become a short board of traditional channels, and the customers of virtual shops have been reduced to the number of customers in the physical shops. Eventually, they will fight against traditional channels and new channels.

Therefore, YOUNGOR general manager Chen Zhigao thinks that the large-scale implementation of e-commerce will inevitably impact the price system under the offline channels, and the management of terminal sellers will become more complicated.

    二、品牌

PPG, a newly emerging Internet direct selling enterprise, has formed a high degree of brand awareness in the majority of consumer groups through a large number of intensive advertising. However, the factors determining consumers' purchase are not only brand awareness but also consumer trust and preference for brand, which is more important for online shopping behavior without a consumption experience.

And consumers' trust and preference for brands are hard to get through advertising bombing in a short time. After experiencing the freshness of online shopping experience, consumers' enthusiasm for online shopping will gradually cool down.

Unlike the emerging network direct selling enterprises represented by PPG, the traditional enterprises have built up a certain brand advantage after a long period of brand operation. The huge entity channel experience and after-sales service guarantee have also increased the consumer's trust in the brand.

Therefore, compared with emerging Internet direct selling enterprises, traditional enterprises can quickly gain the recognition of consumers when they enter the network direct selling business.

However, the network is a double-edged sword. Although the brand influence of traditional enterprises can promote the development of network direct selling business, the online direct selling business may also cause serious damage to the brand image of the enterprise.

Because of the fast pmission of network information and the strong power of Internet word of mouth, no matter logistics distribution, product quality or after sale service, any mistakes in any link may be magnified infinitely through network pmission, and even affect the development of offline business.

    三、產品

Because of the lack of traditional physical channels, the new network direct selling companies pay more attention to product standardization instead of demand.