Clothing E-Commerce Marketing: B2B Is Seawater B2C Is The Flame.

June 29th, a field Electronic Commerce The debate will be held at the Shangri-La Hotel in Guangzhou. The theme of the more than 200 people's debate is: is there any need for wholesale clothing on the Internet? In the first place of clothing, Guangzhou, where e-commerce is already surging, the debate is somewhat less popular with the giants of the clothing circulation industry under the eagerly anticipated "traditional industry informatization" of the government.

　　 Traditional wholesale giant Collective aphasia clothing B2B

This debate is known as the "China's only dual entity clothing wholesale market" clothing network. With Baidu's webpage snapshots and scattered scattered pages, the reporter found that in 2006 and 2007, the website has also played the name of the "clothing industry relationship network" and "China's largest online clothing wholesale base". Combined with today's momentum, the intention of the clothing networking is self-evident: we hope to make the clothing B2B burn by the fire of e-commerce.

Because the traditional wholesale market is still lucrative - the rents of the national clothing wholesale market such as the white horse and the thirteen line are almost 5 times more than the Guangzhou landmark, CITIC Plaza, and the industry channel e-commerce has yet to show a model that is worth following. Therefore, the wholesale wholesale tycoon is almost a collective aphasia for clothing B2B. Although some wholesale markets have launched the website, also known as e-commerce, but no matter the business mode or influence, it can only be classified into the website with only propaganda function. In this case, the action of the Internet of clothing is somewhat isolated.

Compared with the traditional clothing wholesale market's disregard for B2B, the attitude of clothing networking is quite the opposite. From the founder's attitude towards clothing B2B, you can even see some kind of sensible elements. This reporter interviewed the clothing B2B clothing networking in the total, in accordance with the Clothing networking The strategic plan is to divide the development of the Internet of clothing into 3 stages: cultivating market genes, making white mice and opening platforms.

Breeding market gene stage

Time: 2006-2007 years;

Goal: building China's most professional Couture The main forum is to cultivate the market gene for clothing e-commerce.

Results: established the earliest, most professional and influential clothing store owner forum in China.

Material: 1. registered users more than 370 thousand, the most industry; 2., there is a post "small shop Chunqiu helped me earn 200 thousand", is the biggest manifestation of the value of the clothing alliance; 3., nurtured and emerged many well-known figures, such as today's Wang Lin clothing.

Stage of white mice

Time: 2008-2009 years

Objective: in order to further explore. clothing In order to diagnose the circulation of clothing in China accurately and personally to get involved in clothing e-commerce, the experience and Market Research of garment B2B e-commerce are completed with the "skin contact" method.

Results: Yi Lian made a real market environment with real gold and silver, and made unequalled exploration and analysis of user experience, trading barriers, demand and development trend of both sides.

Material: 1.. This phase invested more than 5 million yuan; 2. had established more than 40 offices in the second tier cities of the country; 3. developed the most professional ERP management system in the industry, covering the following aspects: Garment purchasing, quality inspection, photo taking, description, shelves, sales, warehousing, statistics and return, 4. of which had introduced 100% policies that shocked the industry.

{page_break}

Open platform stage

Time: 2010...

Objective: to build an open garment B2B e-commerce platform with the accumulation of market experience and user resources in the 2 stages, including garment factories and clothing stores, to promote the direct dialogue between garment factories and clothing stores, and to promote the development of informatization of garment circulation channels.

back Electronic Commerce And go on the road of "two entities".

It took 5 years to plan and test a market, which is almost the same act of foolishness in the new website. After announcing the third stage, the clothes networking has done a surprise to the e-business people: claiming that they should go on the double entity Road, according to Li Shunxian, chairman of the clothing network.

The reason why the clothing network takes two entity routes is almost stupid, because now the e-commerce market, network agents and online stores can be said to be the absolute main force of the market. The two entities are extremely purifying the identities of buyers and sellers (upstream is factories or stalls of manufacturers or entities, and downstream shops are shop owners), while also developing their own market, making their market less than half empty.

However, users of the Internet of clothing are praises of the concept of "dual entity". The dream of the founder of the Guangzhou top ten designer, the founder of the Mike brand, also believes that in today's mixed network supply system, the dual entity restriction of the Internet of clothing can make the wholesalers who focus on bulk sales easier to find counterparts, and make it easier for the clothing store owners to get the first-hand supply of goods that meet the needs of the physical clothing stores.

However, compared to the "B2B", the "double entity" of the Internet of clothing is undoubtedly the initiative to reduce its own living space, and in operation it is looking for trouble for itself. How far can the "new play" of the "e-commerce of clothing circulation" go, and it depends on whether the clothing network can solve the hidden "many, many problems".