Local Clothing "Online Licensing" Will Now Divide

although Shop The cost is relatively low, but it is still a systematic project to hope for quick "money making". (information photo)

In the past two weeks, at 9 a.m. every morning, Lin Bi Wan, general manager of Danny Cass, the general manager of Jinjiang's leisure pants business, is going to open Taobao to see his shop. Danny Cass went on line for two weeks, but sold only a few products. For a company that has 500 thousand casual pants per year, the data is too small. But Lin, who is less than 30 years old, is not nervous at all. This is just the beginning. He is building an electronic business team. He will enter the online shopping market after running in.

In the apparel industry cluster of Fujian, new online shopping brands have appeared every two years. Montic has just been on the line for less than a month, and Jin Mingyu has "everything is in short supply". In just a few years, there are already 4000 shops selling men's wear products on Taobao in Fujian. They have hibernating on Taobao platform and have become a military force.

When the traditional mode of "licensing" cost destroyed many people's brand dream, the local two or three line clothing enterprises vigorously entered the online market, and launched a new round of brand operation with "low threshold and low cost" online shopping brand. In this "online licensing" boom, the watershed has quietly emerged.

Clothing online shopping brand emerging

"Let alone build a brand now, that is, the cost of opening a men's clothing store will be several hundred thousand, while the annual cost of Taobao shopping mall is only more than 10000. Plus an operation team, the cost of a year is only a few hundred thousand." Lin's calculation is the first motivation for many people to make online shopping brands.

The deeper reason is that online shopping is a shortcut for the growth of new brands. Now Wu Shihui, general manager of Xiamen's top three Taobao menswear brand, believes that online shopping has indeed enabled him to complete the original accumulation of sales volume. After gaining a foothold on the online shopping platform, Wu Shihui's plan is to surpass himself from the online shopping brand and become a "real brand". Before spanforming into online shopping in 2008, it is only an ordinary foreign trade enterprise. But in a few years online shopping, this year's sales will be no more than 200 million.

Turning to the advantages of making online shopping brands, Wu Shihui admits, "we are on the industrial cluster of Fujian, and we can sit on a complete and mature supply chain. This is our advantage. It is in this soil that the only product that can be realized is the "short and fast" product.

Wu Shiyi, general manager of the online shopping menswear brand, which is well recognized in Quanzhou's clothing industry, has also revealed that "no matter where the brand is, as long as it involves products such as jackets, shirts, casual pants and cotton padded clothes, it is basically in Fujian."

The successful brands of Costa and Costa have been studied by many garment manufacturers who want to spanform themselves into brands from foreign trade, domestic sales, and the field of foundry. Many of the clothing companies that want to make online shopping brands in Fujian are mostly those three kinds of enterprises. For example, Danny Cass and Montic are both domestic and OEM enterprises, and Jin Mingyu's foreign trade is also famous in the industry. These garment enterprises are trying to make use of the advantages of the local garment industry cluster and try to rise on the network platform.

"Once there was an online shopping brand, the number of the next single product was as high as more than 50 thousand. If someone else asked us to get the goods, they could still do well. Why don't we do it ourselves?" Wang Yongyao, Montic's business manager, said mondiqiu began to make online shopping brands, because it was because many online shopping brands were looking for them to place orders. {page_break}

"Inventory" has become the biggest worry.

However, even if there are strong industrial advantages, even if some new entrants have their own advantages, it is not as easy to imagine that they will have a firm foothold in the online shopping market. There is a big difference between the online shopping brand and the traditional brand besides the channel mode: the traditional brand can let the dealer and the agent back up the stock through the ordering mechanism; the online shopping brand can only carry out the stock by itself.

"Inventory" is actually a big hidden behind the advantages. Wu Shihui, Wu Shiyi and other people in the industry believe that the online shopping brand requires a minimum quantity of 500 orders for a single factory, and generally a good online shopping brand needs more than 300 items in one season. It can be imagined that a real online shopping brand needs more than 150000 stocks in one season, and the risk of stocking is nowhere to be spanferred.

This is a figure that makes many new entrants tremble, so many brands do not produce all of them. They will choose to take stock in the market or look for other enterprises' stock. "But the problem with this operation is that it is difficult to seriate the whole store, and the style is difficult to integrate, so it is difficult to become a real brand." Wu Shiyi said.

In addition, an online shopping brand can be sold for twenty thousand or thirty thousand items in a single sale, and a few items that can not be sold can only be sold. What kind of goods are prepared and which are the main ones to push? This is absolutely the test of enterprise inventory. "When you look at a burst of money, prepare thousands of items in depth, and finally, how much pressure do you have to carry on the stock market?" Wang Yongyao proposed.

Besides inventory, the competition of clothing brand online shopping is also heating up. "The competition is very intense now. If we take a wrong step, we will be surpassed immediately." From a small shop selling men's clothing to a place now rented 3000 square meters, the ancient card has gone through the difficult times of small shops, but Wu Shiyi still feels pressure. In Wu Shiyi's view, the network shuffling speed is much faster than the traditional brand. "Last year we ranked the thirtieth place in Taobao, and this year is still thirtieth, but last year to this year, Taobao's trading volume has tripled, and we doubled. It can be seen that how many brands have come out to lose such a large volume of trading?

Unlike those newly arrived start-ups, the real brand of Scout cards such as the spytek brand (the so-called brand name is the original brand of Taobao's shopping mall and consumers' recommendation) is worried about the massive march of traditional brands under the line. "They have strong capital, talent, supply chain, brand awareness, and compete with them. We can only do well in all aspects." Wu Shihui said.

Online shopping also needs branding operation.

"Comprehensive strength, compared to the comprehensive strength." Wu Shihui has repeatedly stressed that in just a few years, the commercial operation mode of the online shopping market has developed very well, leaving the opportunity for those enterprises that only rely on one advantage to "shoot red" and have few opportunities.

Based on the characteristics of online shopping, the most important thing in the comprehensive strength of online shopping brand is "quality supplier resources". Because supplier resources not only determine the design and quality of products, but also decide the quantity, arrears and so on. These factors are decisive factors for the success of online shopping brand.

The biggest difference between the traditional brands and the offline ones is the channel mode. Under the line, the traditional brands usually have agents and franchisees, while the online shopping brand is the distributor's mode. "On the platform of Taobao, the seller can see the distribution and recruitment of various brands. If they want to, they will join in, wait for the brand audit, become a brand distributor, and the brand can be shipped on one generation." Wang Yongyao explained. There are hundreds of distributors, such as J Bo Te C and Gu Kai card, which are mature online. Wu Shihui said: "unlike online distributors, online distributors only help the sales of brands get rebates, so they do not need to invest. No need to invest, it will not be so dedicated, so online selection of distributors is very important. It is reported that there were 500 to 600 online stores to sign the distribution of the company.

As one of the most successful men's wear "Amoy brands", there were many people who started making online shopping brands in the same period as J Bo Te C in 2008. But nowadays, not many of them really do well. Wu Shihui's biggest feeling is that "from the beginning, I used J Bo Te C as a brand to operate", which also includes a lot of brand investment and comprehensive brand promotion strategy. "We have our own brand management department, and even cooperate with 4A advertising companies." Wu Shihui introduced that the "effect marketing" of the Internet is different from the offline operation. Apart from doing hard and extensive investment, he also made a lot of investigations to consumers and actively participated in Taobao's activities to enhance the exposure rate.

"Despite the success stories of sage card, zero number man, and ancient card, it can make those grassroots entrepreneurs start to get excited, but under the enormous pressure of competition, the online shopping market has entered the era of brand operation." Insiders said.