Fujian Style Shoes And Clothing Try To Operate New Mode In "Virtual And Real"

Recently, a new trend has been blowing from the traditional industry. Everyone has launched sub brands, but what is different from the past is that these sub brands (in the industry, also known as "Tao brand") only take the network channel, from the style, style, pricing, management and so on, are all separated from the original offline brands of the enterprise.

Obviously, traditional enterprises in Quanzhou are using local clothing, shoes and so on.

The rapid rise of "Tao brand"

Hong Ao garment and textile is a foreign trade enterprise. Recently, the company is launching a new underwear brand "auspe Lai", which takes the responsibility of the enterprise to take the domestic sales route and enter the network sale.

Similarly, in shoemaking enterprises, Bao Da plans to launch "ZK", Yu speed wants to push "U17".

In fact, the phenomenon of "Amoy brand" has appeared in other producing areas.

In Xiamen, a number of well-known B2C enterprises, such as Shang Ke tea, spotteka and PBA cosmetics, have been rising rapidly in the past two or three years and have attracted much attention nationwide.

These "network kids" who have neither prominent background nor long history, but have no brand accumulation, have been growing rapidly in people's suspicion or even disdain. Now they have become a certain category.

Now, the gust has also blown into the traditional industries of Quanzhou, and many enterprises are pushing forward the network sub brand.

At the end of last year, Quanzhou fashion brand CABBEEN had already launched its own brand name "2AM" at the Internet in the morning.

Recently, more companies are planning to share this new business opportunity.

On the one hand, the new brand of "Amoy brand" comes from traditional enterprises. Their original brands suffer from the problem of "offline shops being hit by online shops"; on the other hand, they come from foreign trade enterprises. With the continuous appreciation of RMB, the situation of foreign trade is becoming more and more serious, so they aim at the current hot e-commerce, and try to find new ones.

Avoid the "fight" mode.

In the final analysis, Quanzhou's traditional shoes and clothing enterprises "touch the net" are a bit of a smell.

Before these traditional brands did not set up e-commerce departments, they all found that dealers had spontaneously formed an Internet business channel, but this led to many bad situations.

Because there is no regulation, policy system and service system standard, the source of goods and the price system are chaotic.

"We are actually" electric business. "

So, a person in charge of Shu Hua said.

On the Internet, "Li Gui" has been widely sought after, and "Li Kui" have been unable to restrain themselves, and have launched their own business plan.

"Now, the new problem comes.

For traditional brands, if online and offline prices are not the same, it will easily lead to a result -- online search, online shopping and online ordering, so that the sales function of the entity store will be weakened; but if the price is consistent online and offline, online shopping will have little attraction, and it is difficult to attract new customers. If the network sales channel is used to deal with inventory only, on the one hand, it may affect the sale of physical stores, and on the other hand, it is not conducive to brand building.

Mr. Cai, head of a clothing company, analyzed the reasons for the rise of "brand name".

Another reason is undoubtedly cost.

"Let alone brand now, that is, the cost of opening a physical store is hundreds of thousands of dollars."

Mr. Cai said that online shops are different.

"The deeper reason is that doing online shopping is a shortcut to the growth of new brands.

As long as they operate well, new brands can easily win sales and brands online.

Future or docking entity store

"To do the" Amoy brand "also has to consider how to butt the store.

Su Jing believes that in the future, the development trend of "Amoy brand" will come from the online import line.

Reality is corroborated this sentence.

The emerging e-commerce providers are facing a great deal of trouble.

First of all, the soaring advertising prices, the rise and fall of marketing costs, many business enterprises already faced with brand marketing and management of the short board, the bottleneck of growth is more and more obvious.

In addition, after the accumulation of a certain amount of capital, the first batch of B2C brands began to focus their attention on the line, and began to try to fight the entity store.

And a series of questions brought about by the entity store operation.

"This is a game between the virtual and the real."

People in the industry commented, "but no matter what format, profitability is the most important thing."