Shoes And Clothing Export Enterprises Take Advantage Of E-Commerce To Fight Domestic Market

RMB appreciation, financing difficulties, reduced orders...

In rising costs and

It is understood that some foreign trade shoe and clothing enterprises in Quanzhou began to open shop on Taobao, and the stores opened by enterprises have accumulated more than ten million yuan in just a few months. Under the situation of more complex and harsh foreign trade this year, how to use the network to fight the domestic market has become the focus of attention of many foreign trade shoe and clothing enterprises in our city.

"Touches" sell over three million in the month

Reporter: what are the advantages of developing Internet channels for foreign trade shoes and clothing enterprises?

Lin Wenjia: if foreign trade shoes and clothing enterprises want to open up the domestic market, along the regular development route, they need to open entity stores first, open orders and recruit distributors, which requires a huge investment.

After a huge sale cost, many enterprises will find that the traditional channel has long been a well-known brand at home and abroad. For foreign trade shoe and clothing enterprises, it is very difficult to open the domestic market through regular routes.

Compared with traditional channels, the network channel has great brand space. Quanzhou has already exported clothing export enterprises to taste the sweetness of e-commerce.

For example, Kell has made more than 20 years of foreign trade factories in the past. In September last year, it decided to "divide the soup" into the domestic market through the network platform. From October 1st last year, the first agent was recruited in the network. As at the end of last year, the accumulated sales volume of the company's network channel reached 10 million yuan, and its self created network brand already had a certain reputation.

Ding Mingquan: the profit margin of network sales is much larger than that of foreign trade.

Because of the sharp rise in raw materials and the continued appreciation of the renminbi, the profits of garment exports have dropped in recent years. The same garment exports less than 8% of the profits, while the profit from online sales is more than 30%.

In addition to profits, compared with the establishment of physical stores, online shops have less investment risk.

In the early days of online stores, enterprises can test the market capacity with inventory or small quantities of products. The cost of physical stores is often one-time, manual, rent, decoration and so on. Once sales are poor, it is hard to recycle.

Build design team and insist on original products.

Reporter: Internet brands are numerous. How can Quanzhou's foreign trade shoes and clothing enterprises "break through"?

Lin Wenjia: the competition of online shoe brands is fierce. Foreign trade shoes enterprises want to break through in the fierce competition. First of all, we should clear the target consumer group, and launch the original design products of different styles and prices according to the consumption groups of different age groups.

The main consumer group of online footwear products is the age group of 15 to 35 years of age. The footwear companies of foreign trade should carry out product segmentation according to the consumption characteristics of different age groups. For example, the customers aged 18 to 24 years old, most of them like the taste of fresh food, and the price is obvious. For this age group, customers can promote the products with low price and fashionable style. The customers aged 24 to 35 have the most stable purchasing power and rational consumption.

Foreign trade shoe enterprises should set up their own design team, through the campus design contest, and other ways to sign outstanding college students.

Ding Mingquan: at present, some successful network brands have the characteristics of high performance price ratio, fashionable style and fashion. The number of new products on-line is fast and has become the key to winning the brand of some online shoes and clothing brands.

To this end, foreign trade shoes and clothing enterprises should also establish a sound supply chain management mechanism, and establish a supply chain management system to minimize inventory and reduce costs.

The advantage of establishing the system is that once a customer orders, the procedure is immediately driven, and orders are automatically displayed on the computers of the responsible person in all aspects of purchasing, production, warehousing, logistics and so on.

Through the computer, people in charge of each link can understand the requirements of customers on their own links and accomplish their tasks accordingly.

Transfer skilled workers to support online shop production

Reporter: what are the preparations for foreign trade shoes and clothing enterprises planning to open online shops?

Ding Mingquan: to do foreign trade for a quarter, sometimes there are only more than 10 styles. The whole process is pipelined production, and fabric purchases do not have to worry about "incomplete colors".

And go to the network to do domestic sales, the amount of less money, the entire production system has to be pushed back.

In order to solve this problem, before setting up a shop, enterprises can draw up skilled workers who can make garments in factories, and form a production team, specializing in processing and producing network brands.

Luo Yufei: the sales performance of online stores is closely related to the quality of customer service personnel.

Foreign trade shoes and clothing enterprises that plan to "touch the net" should train the customer service personnel in advance.

For example, when customers enter a store, what is the first sentence to say, what the second sentence is, what customers should remind when buying the product, there should be a standard service flow.

In addition, customer service personnel should be trained as dress consultants to provide more collocation advice for customers. Professional services will attract more customers to become repeat customers.