Online Retail Appealed For Brand New Establishment

In the past two years, Fujian clothing enterprises have been doing a thing in a bustling manner -- the electronic commerce of the Shang Dynasty, and they are all bent on Taobao. But the fact proves that the development of net retail is also a great harm to the offline brand itself.

Professionals suggest that we should make full use of the advantages of different systems under the online and offline systems. Fujian garment enterprises can consider setting up online brands on line, and integrate the advantages of offline supply chain, so as to foster strengths and circumvent weaknesses in the new network economy.

Trial online shopping

Clothing brands have been launched online.

It is understood that last year, in the "11. 11" activities of Taobao mall, the sales of Quanzhou designer brand CABBEEN exceeded 20 million yuan.

Today, most of the Fujian clothing enterprises including seven wolves, nine herdmen, 361 degrees, PEAK, Qipai, gifted scholars and tiger cities have all entered the ranks of e-commerce.

Chen Shuqing, general manager of Quanzhou Liuhe children creative industry Co., Ltd. said, "despite the decline in online retail sales over the past two years, it is undeniable that online retailing has become an emerging market that traditional industries can not abandon."

Price war or suicide

As for the rise of online retailing, Cao Fanghua, general manager of ideainside (Xiamen) creative marketing and communication agency, who serves many Quanzhou garment enterprises, analyzed that the high cost and big operation of traditional brands in the aspects of brand operation, channel construction and inventory management has virtually increased the selling price of products, and for consumers, they must pay for the cost of these intermediate links.

The online brand based on the network platform sales, the middle link cost is effectively compressed, so it can provide consumers with cost-effective products.

The price of a T-shirt for seven wolves is only 70 yuan, and the price below the line is usually over 200 yuan.

Cao Fanghua, for example.

In Cao Fanghua's view, "Internet retailing and traditional retailing" are actually different in mode of existence.

But after the traditional brands have launched online e-commerce, they continue to dilute the brand potential energy in price war and clear inventory. This, to a certain extent, has caused the traditional brand's "suicidal" behavior - the development of online market, the impact of the accumulation of brand image and brand potential energy under the line, and the destruction of the brand's sustainable development ability.

In addition, the industry also pointed out that, at present, the traditional clothing brand target consumer groups and online shoppers have a certain degree of audience fault, such as AOKANG, seven wolves, Shan Shan, YOUNGOR and other brands have become "Uncle" consumers to buy the brand, and the 18 to 35 years old as the core of online shopping groups are more keen to choose more understand them, and more fresh and fashionable young online brand.

Another brand

Sub brand and mother brand complement each other.

The industry pointed out that in the face of the contradiction between the aging of traditional brand image and the younger age of online consumer groups, and the contradiction between high value-added products and consumers' demand for cost-effective products, it is more appropriate for traditional clothing brands to introduce sub brands or sub series of young consumers in line with the Internet market.

For example,