Skillfully Use Network To Control Cost, Clothes Net, Famous Brand Discount Shop
The clothes net is unique.
Specially designed Online name discount retail
A year ago, Liao Bin was the focus of attention in the industry website because of the 51% acquisition of China apparel net. Today, China Clothing net Another shift made Liao Bin busy. The difference is that this change is not surprising. Only a careful friend will notice that a new website appears on Liao Bin's business card -- the clothes net. "The clothing net is different from the Chinese clothing net, specially makes the online name discount retail sale." Liao Bin believes that after 7 years of development, China's apparel network has not only accumulated funds, but also has the talent and experience of online trade that others do not have.
Choose to expand online name discount B2C The market is not just for a moment. Liao has made an account of it. First, there is a huge market space. The two is that China garment network has the strength to open up the market.
"Shopping malls and stores sell about 4800 brands a year, with sales amounting to 350 billion yuan. Last year, the total retail sales of the apparel industry amounted to 900 billion yuan, which does not include exports." Liao Bin thinks that clothing retailing is a huge market, and the number of people who love brand clothes is increasing.
But one problem is that for most people, a pair of trousers costs thousands of dollars and is hard to pay, so discount brand goods will always be snapped up. What Liao Bin wants to do is to assemble a wide range of branded apparel online for retail at a discount price. "E-commerce is a supplement to traditional channels, but the profit space is incredible, because the base of 350 billion yuan is too large."
As a matter of fact, this is not a business opportunity that is hard to find. Many people are doing it. The "auteris" model, which is popular in the contemporary European and American commercial society, is a successful case under the line. "Outlets", known as the "brand direct sale shopping center", is a shopping center which is specially designed for stores that sell over the season, shelves and yards.
Online discount stores are even more numerous, and Baidu has found about 1 million 260 thousand web pages. So, where is the chance of the later Liao Bin? "First, our discount product is not the tail product but the hot season. Second, there are a lot of brand names." Liao Bin thinks he is different from others.
Multi links Control cost
低價策略出奇制勝
People choose Online shopping One of the most direct reasons is that the price is lower than that of the same products under the line. Similar to the clothing net, this mode of online retailing is easy to operate, so far there is no Liao Bin involvement. Obviously, there are many difficulties.
No matter what the mode is, consumers are concerned with the same questions: the true and false products, the discount, the purchase experience, the convenience of the purchase process, and the after-sale service. After years of cultivation, the online retail market has been less concerned about buying experience and buying process. The focus is focused on product quality and price and after-sales service.
The problem that consumers worry about is Liao Bin's problem.
First, can Liao Bin get the branded products with low price? "In fact, the low price of online shopping is not due to the low price of the goods, but because of the cost of the channel which accounts for 50% of the cost." However, the most difficult problem is that even if we can save the high cost of channel, will the brand clothing enterprises promise Liao Bin to sell hot products at below the line shop prices? Obviously, for brand clothing enterprises that have been selling channels, it is too risky to sacrifice the interests of the channel providers.
"You can see a lot of branded products are 25% off, and foreign brands such as Nike and Adidas are not allowed to do Internet sales in China; but the domestic brands of XTEP, Lining and Anta are not sold worse than foreign brands such as Nike and Adidas, so we directly cooperate with manufacturers to help them distribute and control online prices, which is equivalent to their e-commerce department. Liao Bin proved the superiority of his network price with the actual effect of his clothes net.
However, the mode of cooperation with enterprises has benefited from the direct contact between China apparel network and garment enterprises for a long time. "There are more than 3700 customers in China's apparel network, and only about 4800 brands can be seen in shopping malls and stores."
The second problem is that the Chinese apparel network is the B2B market. In fact, it sells information services, and there is no experience in how to do B2C's logistics, warehousing and services. If Liao Bin can't control the cost well, the advantage of eliminating the cost of traditional channels will no longer exist, and the sale of discounts will also be difficult to survive because of the inability to make profits.
Another big expense is also testing Liao Bin. "B2C is not like B2B. I am doing the Chinese clothing network in the face of 15 domestic enterprises. There is no problem. I pull out the contact numbers of the 150 thousand enterprises, and spend 50 phone calls on 30 phones every day for 15 months, then I can sweep them again, and the B2C Market has no way to do that." The huge promotion cost made many people call B2C a burning industry.
"The total cost is about 40% of the sales cost of the channel, and we still have a profit margin of 60%." In the face of the fierce competition and rapid replication in the Internet world, Liao Bin only arrived here without any precise data and control methods in each link.
But judging from the current operation of the clothing network, we can see Liao Bin's determination to open up the B2C market. Products from enterprises to clothing network warehouse to consumers, all logistics costs borne by the clothing network. Among them, 3/10 of the goods are directly sent from the enterprise to the consumers, and the clothing network does after-sale service for customers according to the specifications of the offline stores, and even gives customers 10 times of compensation after they promise to buy fake goods.
But what needs to be reminded is that if we only look at the huge market of B2C and do not calculate the cost of each link, it is easy to get the result of the end of the game because of the limited strength.
Even the 2007 scenery of PPG seems to be in short supply this year. The most direct response is that the quality of shirts is obviously not as good as that of publicity, and even careful consumers have observed. In 2008, they ordered the shirts of the same PPG in 2007, but the buttons were less than 2007.
The development of the model that was once wildly imitated does not seem to be optimistic. It is obvious that it is difficult to develop B2C. Therefore, some people think that instead of developing the B2C market, it is better to use the advantages accumulated over the past few years to cultivate China's clothing network. This is a more robust strategy. After all, clothing can be excavated from raw material production, processing and sales to the whole industry chain. "The services provided by the B2B industry website are too single. In addition to providing information services for sales and procurement, all other links can generate profits.
Now it is early to judge the prospect of clothes net, but his appearance is to remind people who constantly test the water online retail: the clothing online retailing can still play a lot of space. "In the next three years, 80% of my energy will be devoted to the management of clothing networks." For Liao Bin, what we need to do now is to devote energy to continuous exploration.
Editor: vivi
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