It Is Not Too Late For Clothing Brands To Open Online Stores.

Conventional

Attitude: online shop is full of misgivings.

The young people, who are also the main force of netizens, worry about the increase in the number of online shopping and the sales of offline sales channels. For example, the target consumers of a traditional old brand shop are women over the age of 35. This part of the consumers do not coincide with the main users of the Internet. If online shops are opened, they will only move the original line of business to the network platform, basically the same consumers, who are worried that they can not expand the number of consumers. There are also some concerns such as the online shopping platform once filled with fake and shoddy products, the quality of products is not good, the prices of goods are chaotic, and the prices of goods are chaotic, leading to offline agents or franchisees' complaints to brands, reducing consumers' awareness and evaluation of brands, and damaging the consumption experience. At present, there are still a lot of traditional brand names which have various misgivings about opening online shops. These are mainly reflected in the following aspects: for example, the target consumers of a brand are 14~28 years old.

With the rapid development of e-commerce, one after another, the brand of online shops has been born, such as Taobao, van guest, Masa Marceau and so on.

These new clothing oriented business outlets attract new consumer groups at an alarming rate and devour customers of traditional clothing brands.

Their performance is also growing exponentially, reaching tens of millions of business.

Of course, there are many deficiencies in the rapid development of online stores. Because online shops are virtual stores, the general consumers will have doubts about their credibility, and even because there is no way to directly touch the products, they can not experience products, and consumers will have a vague feeling.

When most brands with entity stores are entangled in the integration of new e-commerce and traditional businesses, some large online stores have begun to seize the site and even set up their own storefront to solve the problem of Internet users' experience.

Some traditional shopping malls are very puzzled under the impact of the new generation of e-commerce. They are worried that they will be considered as brand's large fitting rooms. They are also thinking about changing. If they do not enter the Internet age quickly, they will be caught in the dark.

Traditional clothing Brand Company should quickly lift the banner of brand credit, rapidly develop their official online flagship store, and establish a factory + mouse + consumer mode.

When it comes to whether online shops are profitable, many voices say "Exploring". In fact, many brands have begun to make big money by using integrated marketing of online stores and physical stores. For example, some of the online shops selling underwear have sold tens of thousands of single products, and Lining's sportswear shop has achieved 100 million yuan.

Therefore, investing in online stores is also a new experience of investing in the future and paying attention to consumers, not just paying attention to immediate interests. At a certain time, when the brand's own network experience is enough for consumers to rely on, it is the time when online stores are making big profits.

Case: first enterprise is beginning to achieve results.

Now let's take a look at some specific data of a clothing company after providing online services.

This is a company with a history of about 15 years. It mainly designs, produces and sells Chinese clothing, such as cheongsam, dress, life and leisure, bridal dress and so on. Now there are more than 40 physical stores, and the customers in the physical stores are mostly 35 years old.

In fact, when we were discussing with the traditional brand shop, we also met the problems and concerns mentioned above. After nearly half a year's negotiation, in September of 2010, they decided to set up an online store, that is, the flagship store of the brand.

Online flagship store has been online for 3 months. Without advertising input, the statistics show that the website has attracted more than 10 thousand visits from nearly 30 countries in the world. The number of visits to websites has been maintained at dozens of people to hundreds of people each day, and nearly more than 20 pactions have been concluded.

From the analysis of the source of consumer orders, there are orders from other countries such as the United States. There are orders from domestic stores without physical stores. There are orders for young children to send gifts for their parents. Young people have orders for clothing for their wedding or attending activities. There are orders for cheaper items during promotions, and orders for group purchases and orders for off-season purchases (there are no summer products in stores in autumn and winter).

At the same time, there are still many people who want to buy in the real storefront, asking about the location and customization of the store.

In fact, setting up shop online is not just putting photos of goods on the shop, but also requires the location of online stores and goods, and the promotion and construction of online stores.

When we set up this brand flagship store, we established several priorities beforehand. First, online shops can not be lower than the physical storefront in marking prices; two, online stores are basically consistent with product display of physical stores; three, online stores try to develop new customer groups for brands, while maintaining and serving old customers.

With these basic elements, online shops will have a good direction.

For example, we define the brand shop as the official flagship store. In the early days, we vigorously publicized the concept of an official online flagship store through Internet resources, so that people could quickly integrate the online store with the original popularity of the brand.

At the same time, on the basis of high and medium price, we convey the brand value and the concept of value for money to target groups through network marketing.

When we were promoting the online store, we received many emails, which reflected that the brand was too expensive. Could it be cheaper?

Such a high priced high-end brand online shop has been established.

In the second stage, we launch some preferential price products at the right time. When people see the low price products on the basis of the impression of high price, they will produce impulse buying.

Of course, an appropriate discount will give consumers a very good experience and desire to consume.

In fact, many people on the Internet want to buy super value and good quality products, especially the products of famous brands. This is the driving force of the brand.

From the current 3 months of results, more people buy more than 1000 yuan products, and even order nearly 10000 yuan products, and through the online shop group buying paction has brought hundreds of thousands of yuan income.

Subsequently, in a return visit to a real salesperson, some shop assistants said: actually, the customers were worried that customers would go to the shop to spend more. The actual result is that the shop has introduced many customers to the shop, which is confirmed by the interactive code system between the shop and the entity store.

At the same time, the online store also provides a convenient way for customers who have tried clothes in the physical store but not to make a single purchase. Through the interactive code system mentioned above, the online store also brings back sales commission benefits to the employees of the store.

Key points: full attention to resource integration

Through the above specific examples, we concluded that: the official online flagship store offering famous brands can not only make the entity store interact with the online store, but also expand the brand consumer group (80% of the registered users are under 35 years old, mostly women), which can cover a wider sales area, and is a good supplement and extension of the entity store.

Online stores can make up for the shortage of physical stores from time to time, provide services for customers 24 hours anytime and anywhere, and meet the needs of many hours outside the 8 hour business hours. They can help brand manufacturers effectively sell the wrong season products, promote the sale of goods in the whole season (which is beyond the reach of physical stores), and also deliver many customers to the stores.

Although the channel of clothing brand online and offline can be perfectly integrated theoretically, this combination is conditional.

If enterprises rely entirely on their own strength and invest a lot of energy in developing online channels, they may take a detour. Online and offline channel integration will take a long time.

To solve this problem, we propose to outsource the work of e-business, which is the establishment of traditional brand shop, to professional companies, so that the cost of the company can be saved and new channels will be opened up, just like opening a new entity franchised store.

Because brands invest in online stores need a lot of resources, such as recruiting IT professionals. These professionals may not have any work experience in clothing. Of course, when they cooperate with the original team, it will take a long time to run in and train.

This is like entering a new business field, far from the original business of the brand.

The development of online stores should be a resource integration, such as the rich experience of integrated marketing and brand management, and IT professional background, which can help traditional costumes Brand Company realize the e-business dream of online flagship stores with the least cost.