Dalian Clothing Enterprises Call The "Leading Brother" To The Net.

Occupied in the first half of 2010

What are the advantages and short boards of Dalian garment enterprises? How can we open the market as soon as possible in a completely unfamiliar field? How to make use of e-commerce to make demands for production and cost reduction become a reality? In the age of B2C, the way of thinking decides the way out.

During the Expo, the reporter interviewed e-commerce marketing experts, senior Internet analysts and representatives of Dalian garment enterprises to explore the new trend of the traditional clothing brand to "network" retail, focusing on the new future of the apparel industry after e-commerce.

Advantages and disadvantages

In the hope of consulting, a group of data was released during the Expo. In 2008, there were only 10 garment enterprises stationed in Taobao mall. In 2009, this figure increased to about 100. In 2010, 8 years, Taobao mall already had more than 17000 business enterprises and brands, and almost half of them belonged to the clothing industry.

The explosive growth of clothing e-commerce has made both inside and outside the industry look foolish.

How can businesses in Dalian not smell this business opportunity? From the number of online business forums and participants of this year's Expo, Dalian clothing enterprises are keen to dig this hot gold mine.

She Wen is the industry consultant of Taobao mall, who is responsible for women's clothing investment. He told reporters, "there are a lot of Dalian clothing companies that are suitable for sale. They are first of all production enterprises, and they have more advantages than agents when they open online stores.

The relatively younger product positioning determines that the Dalian garment enterprises have a huge customer base in the online shopping platform with 80% and 90% as the mainstream consumer groups.

She believes that Dalian clothing enterprises have a good natural condition to do Internet business, but the characteristics that focus on foreign trade export or the surrounding market are hindered by their smooth pition to "network".

Taobao customer marketing department marketing expert Kim Guang talked about a typical case.

In 2009, UNIQLO entered the Chinese market two times, just like seven years ago, and its retail terminal was located in only a few first tier cities.

After Ma Yun personally contributed, UNIQLO Taobao flagship store was launched in April of the same year.

The original expectation was not high, but in the latter 8 months of the same year, it realized 50 million 430 thousand yuan trading volume for UNIQLO.

"UNIQLO initially worried about the conflict between the online and offline retail market, but they finally saw that the online consumption power of the two or three tier cities exceeded the sales volume of the first tier cities."

Golden light said that UNIQLO realized the radiation nationwide with the help of e-commerce. Dalian's clothing enterprises should also discard the vision of regionalization and aim at a broader market.

Experience of management team

The most deadly short board

Taobao mall now converged on thousands of clothing network operators. However, Dalian's business is quite quiet.

A moment of recollection, golden light waved, "in the B2C, the production clothing enterprises in Dalian should still be blank.

There are many Dalian stores in the C2 C market, but the operation of brand agents is much better than that of manufacturers. "

Dalian Chun Lai clothing is a clothing enterprise mainly based on casual wear. It opened online stores in Taobao fair a year ago, but the business situation has not improved.

Marketing Manager Tian said frankly that the traditional clothing companies compete on the line and often take the marketing habits formed in the traditional market onto the Internet. The lack of experience in the marketing of e-commerce is the most fatal flaw.

Like spring clothing, Dalian Yining clothing is also of great interest in the network marketing channel.

The company's online shop is also on the Taobao C2 C platform. Liu Shuzhou, general manager, told reporters that after more than half a year's operation, he found that those who were responsible for sales in traditional channels were busy in online operation.

Reporters learned in the interview that Dalian clothing enterprises generally have such a consensus: the apparel industry will have more and more market space online, and the development of new network marketing channels is the general trend. However, the traditional clothing enterprises are extremely short of experience in e-commerce marketing, though they are ambitious, but it is hard to exert themselves.

Lack of environmental atmosphere

Calling for top sellers

The factors that restrict the starting speed of clothing e-commerce in Dalian also have the reason that the environment atmosphere is relatively weak.

Jin Guang said that the heat of the e-commerce market in different regions of China is very different. As for the clothing industry, the network operators in the Yangtze River Delta, the Pearl River Delta and the surrounding areas of Beijing are the most active. Dalian is located in the northeast region where the development of clothing e-commerce is lagging behind.

"In recent years, many western provinces and cities such as Chengdu, the government's support and investment in the development of e-commerce has been increasing, and the momentum of the rise of some new Internet operators is fierce."

Although there are strong enemies after the pursuit of troops, but the market is so tempting, Dalian clothing enterprises where to find a breakthrough? "Dalian needs top clothing network operators, someone needs to take the lead."

In fact, it is still a matter of atmosphere. Jin Guang believes that from the perspective of the development of the active areas of clothing e-commerce, the successful experiences of the top one or two Internet operators can often lead the emulated peers to emulate, so as to raise the heat wave of Internet business in a larger scope.

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How big is the online clothing market?

Lv Bowang, President of consulting, said that clothing products are the absolute main force in the domestic online shopping market, and always lead in the main online shopping categories.

Throughout China's apparel online shopping market, Taobao accounts for 81.3% of the market share.

According to Taobao's backstage data, in 2009, the total volume of clothing pactions on Taobao mall and C2 C platform amounted to nearly 30 billion yuan.

Taobao expects this figure to be between 60 billion yuan and 80 billion yuan this year.

Looking forward to next year, Taobao has given a huge volume of 150 billion yuan.

And in this year's Taobao mall women's wear shops, there are 1520 brands that are expected to be worth over 100 million yuan a year.

Taobao believes that in the next 3 years, the apparel industry will have a pure online brand with annual sales exceeding 1 billion yuan.