Brand Clothing Online Shopping Platform Difficult To Pick Up Revenue Girders

More and more branded garments are spurting electronic commerce, but few operations have been made so far.

"XTEP official mall" is XTEP's own online shopping platform.

In 2010, Ding Shuibo, President of XTEP, publicly announced that the net purchase channel within two years will contribute about 1 billion yuan to XTEP, which accounts for about 10% of XTEP's total sales.

However, the reporter clicked the 18 category links under the "men's clothing" project of XTEP official website. There were only 5 categories of products available for sale, and the other 13 categories had no products available for sale.

Compared with XTEP's indifference to online shopping platform, Spain INDITEX, which controls Zara clothing brand, has made great efforts in online shopping platform. Now it has achieved network sales in 19 countries worldwide.

In terms of consciousness, the awareness of Chinese apparel retailers is compared with that of multinational enterprises.

However, Zhong Zheng Yi also admitted that the income contributed by the online shopping platform accounted for only about 5% of the total income of the PhD. Traditional retail outlets were still the main source of income.

Market watchdog Ma Gang pointed out that although Lining is an earlier construction online shopping platform company in sporting goods companies, the current online shopping channel's contribution to Li Ning Co is estimated to be no more than 500 million yuan per year.

In 2010, Li Ning Co earned 9 billion 480 million yuan, even if the online shopping channel realized 500 million yuan income, it only accounted for about 5% of the total revenue.

Many garment enterprises are relatively passive self built online shopping platform.

Prior to the Li Ning Co's self built online shopping platform, there were more than 700 online stores that had not been authorized by Li Ning Co to sell Lining products, and the annual sales volume reached 100 million yuan or so in Taobao.

If Li Ning Co does not do online shopping, "online shopping" cake can only be eaten in vain. It is precisely because of this consideration that Lining has opened his own online shopping platform.

The starting point of XTEP's own online shopping platform is also very practical. Ding Shuibo once admitted that XTEP's online shopping platform pactions

Another factor that plagus the online shopping platform of garment enterprises is how to balance the conflicts between them and the huge number of physical stores.

Lining, XTEP and other sporting goods business entities throughout the country, the number of approaching or even more than 8000 major points, if the price of online shopping products is lower than the physical stores, the sales of physical stores will be affected, and the dilemma is the real situation faced by clothing companies when they are involved in online shopping.

To solve the above problems, Zhou Chengjian, chairman of the American Apparel Company, proposed that the online shopping platform should be opened to the physical stores. The goods sold by the online shopping platform were shipped by the distributors in the region, and the revenues were divided according to a certain proportion between the apparel and distributors in the United States, and the boycott of the real stores to the online shopping platform was solved. On the other hand, the brands and products used by the development of American Apparel for online shopping were separated from the products sold by the entity stores, avoiding the positive ones.