Ningbo's Textile And Garment Industry "Nuggets" Online Shopping Market

　　 beyond 34 million 680 thousand yuan, "Tonlion" casual wear 14 million 500 thousand yuan, GXG men's clothing 11 million yuan. Selftrend The women's shoes series is 3 million 500 thousand yuan... In the promotional activities held by Taobao recently, Ningbo's textile and clothing brands are thriving and reinventing Taobao's miracle.

Among them, the sales of Bo Yang home textiles to 34 million 680 thousand single day store sales, ranking high in the electronic commerce category sales champion, so that the previously not concerned about the home textile industry, one go to the stage. At the same time, this is also the highest single brand sales record in Taobao mall. According to Taobao's data, Taobao's highest single day sales were 5 million 500 thousand yuan.

Transformation of traditional textile and garment enterprises Online shopping market

"It never occurred to me that there would be such an amazing purchasing power. Almost every second, a set of" Bo Yang home textiles "was sold, and half of the products were out of stock. Jung Chuan Chuan, chairman of Ningbo Bo Yang Group, excitedly told reporters that "this year's total sales volume of Bo Yang home textile is worth 100 million yuan. It will definitely not be a problem. Next year, it will strive for 200 million yuan to 300 million yuan."

It is understood that Bo Yang home textile in the first half of last year to enter the online shopping market. Relying on strong brand advantage, we should work hard in products and services, and provide pre service after sale service to consumers through online shopping mall. At the same time, in response to the quarterly Taobao activities, sufficient preparation for goods and vigorous publicity and promotion have greatly stimulated the demand of consumers.

Export oriented textile and garment industry is in a dilemma of shrinking profits. Reporters found that more and more traditional textile and garment enterprises in Ningbo have begun to find a new way to fight for B2C online shopping market.

In March of this year, Tonlion's official flagship store, the largest and most popular brand of Bo Yang Group, officially entered Tencent's QQ mall. With the diversification and popularity of QQ mall platform and the mature target consumers, we successfully achieved 0 to more than 20000 credit surges in the second months, and now we have reached 2 silver crowns.

In the same month, another clothing brand named "walstan", founded by Agel Ecommerce Ltd, has sold the brand names of other companies in addition to selling online brands of Bo Yang. In just a few months, sales amounted to nearly ten million yuan.

In recent years, the GXG men's clothing, which was rapidly rising in the clothing industry in Ningbo, officially opened its official Taobao flagship store in August 6th this year, with sales exceeding 16000 yuan on that day. 24 days later, the flagship store's daily performance exceeded 700 thousand yuan, an increase of nearly 44 times.

　 Online channel is a powerful supplement to offline sales.

"Online sale is the inevitable trend of the future development of traditional textile and garment industry. The proportion of textile and clothing production in Ningbo occupies a higher proportion in the whole country. Developing and strengthening e-commerce will be a powerful boost to the marketing of Ningbo textile and clothing brand." In an interview with China economic times, Jung Chuan, chairman of Bo Yang Group, said: "online channels can not only be a powerful supplement to offline sales, but can even support a brand operation alone.

Taobao, pat, etc., as one of the largest shopping websites in China, has powerful and abundant platform resources and a large number of mature user groups. It can help these brands to reach more online consumer groups, thus forming a win-win situation.

Yu Yong, general manager of Hehe JAS Costa Clothing Co., Ltd., told the newspaper reporter that GXG is a brand menswear that is located in high-end leisure business, and now owns more than 400 entity stores. The operation of Taobao flagship flagship store is the first step in its e-commerce operation strategy.

"The operation of e-commerce is, to a large extent, a deep promotion of the market. 360 million of Taobao's users are our focus.

In Jung Chuan Chuan's view, the prospect of the online sales market of the brand enterprises in the future is immeasurable, especially the textile and clothing brand, which is very conducive to online sales, and Bo Yang is ready to strive for greater market share.

Lack of brand and lack of brand in network marketing

However, it is understood that the advantages of online sales are many, but there are many problems, such as the price is much lower than the physical store.

In view of this, Jung Chuan Chuan believed that a three-dimensional channel model should be formed, and the functions of the online and offline channels could be differentiated through reasonable commodity proportions, and the prices and commodities should be differentiated. It is possible to make full use of new retail outlets on the Internet while maintaining offline channels. "Internet marketing should pay more attention to brand effect. Now Taobao has many products and fierce competition. If the brand is not known, it will soon be flooded. "

　　 Compared with traditional sales, network sales are more accurate in terms of customer demand, group and so on, and the point to point characteristics of marketing are more obvious. At the same time, it also puts forward higher requirements for the execution of operators. Yu Yong said that in addition to price, lack of talent is also a common problem in the apparel online sales industry. In particular, there is a serious shortage of talents who are able to respond quickly to network sales and planning.