Looking At Vertical B2C Retailing From Daphne Online Shopping

Shirts, shoes, pants...

All of them are selling online, and many traditional enterprises have "built their own doors", and vertical B2C has started blowout.

In March 20th, the domestic footwear brand Daphne began to make people "look at each other".

On its official shopping network, not only has added two new channels -- the main hall and the function hall, but the bride shoes, party shoes, dinner shoes and so on are all sold in limited order, and more importantly, these shoes have not been sold in more than 2000 stores in Daphne all over the country.

With information from Daphne insiders, Daphne began to exert its full force in e-commerce.

In fact, this is not a fortuitous move. 360buy Jingdong mall, one of the top three B2C markets in China, has just launched the "thousand person expansion plan" to upgrade B2C business in an all-round way.

Carrefour and Gome are also setting up separate e-commerce departments, and more direct selling systems for retail enterprises are being built up.

A vertical B2C e-commerce market is being detonated.

PPG should take the lead to say that PPG is the fuse to detonate the B2C campaign.

The network shirt company founded in 2005, without a physical store, workshop and assembly line, has now become a star company with a daily sales volume of about 10 thousand, while the sales of YOUNGOR, the leader of the domestic men's shirt Market, is about 13 thousand.

Not only did its performance grow rapidly, but PPG also got $50 million in venture capital last year, becoming a "light company" that many Internet companies envied.

All the foundation comes from the huge market space.

According to the China Internet data center survey, last year, the B2C e-commerce market in China reached 5 billion 220 million yuan, and the B2C revenue in 2008 will exceed 7 billion 90 million yuan. In 2009, it is expected to reach 9 billion 860 million yuan.

Meanwhile, the total online shopping market in China was nearly 60 billion in 2007, with an annual growth rate of 90.4%.

It is predicted that the online shopping market will soon occupy 5% to 8% of the total retail sales of consumer goods, compared with 0.64% at present.

Because of this, after the PPG fire, VANCL, BONO, 51 shirts and other nearly more than 30 brands of direct selling shirts immediately followed up.

In terms of shirts, if 1 billion 300 million of the Chinese people buy only 10 shirts per year, if 8% of them are sold through the Internet, if the network has 300 days to digest orders in a year, then 7 million shirts that need to be sold through the network will be enough for a day.

It needs to be pointed out that PPG is a shirt brand that is born out of the world. The actual shirt production is completed through outsourcing to the manufacturing industry, and it has no factory making capacity in itself.

And then follow the news birds, YOUNGOR is not the same, they are the traditional shirt brand, has a strong factory processing capability, for the B2C e-commerce, basically belong to the "awakening".

Daphne is also joining the ranks of B2C, which is probably "awakening" to the temptation of the market.

According to another news, the traditional shoe making enterprises such as AOKANG and BELLE, which belong to the footwear industry like Daphne, have begun to seek B2C business.

More than one sales channel in the vertical industry B2C business increasingly popular behind, in addition to the demand of the market itself, for "touches" enterprises, B2C is also a form of its sales channel.

The manager of Daphne said that under the premise of chain success, the company also hopes to increase a sales channel.

A good bird is a typical example.

It has not only been involved in B2C business under the "inspiration" of PPG, but has set up a brand BONO for this purpose, and it has a trend of "latecomers".

Because the background of PPG is composed of several generations of factories to form a complete supply chain, its relationship with the foundries is not absolutely stable.

Unlike BONO, news birds originally own their own factories and stable ground supply chains. For B2C, they only seek an e-commerce service provider with e-commerce development technology, promotion service and even e-commerce operation process outsourcing capability to make up for their short board in the network.

At the same time, the existing brand strength has also become a solid foundation for increasing sales channels.

Another fact is that not only shirts, shoes, but many vertical industries have set up their own stores on the C2C platform website such as Taobao, Dangdang and Sina mall a few years ago.

But these comprehensive e-commerce platforms, due to a wide variety of goods, different forms of shops, some agents, and some distributors, such a hodgepodge of sales channels, the effect is not very obvious.

After the rise of PPG, many vertical enterprises realized that they could also "build their own doors".

Competition is still a product, but when more than 30 shirts enterprises follow up the "Internet", the PPG business model's sustainable development ability began to be suspected by the industry.

This is a very important revelation for other vertical industries who want to get involved in B2C business.

"We are neither a garment enterprise nor a Internet Co, but a data center. We can even regard it as a Server Co."

This is PPG's CEO, founder Li Liang's description of his company.

Once, this is considered to be the DELL model of the shirt version, was followed by the imitation.

For shirts belonging to traditional industries, the introduction of DELL mode B2C is indeed an innovation.

But in the opinion of the experts in the industry, it is easy to get the first advantage, but technically it is difficult to build a barrier to the later.

This is also the main reason for the large number of imitators.

Therefore, the next direction of vertical B2C e-commerce will be from mode competition to product competition.

Take the shirt as an example, the vice president of BONO thinks that the main factor that drives users to buy B2C services is "freshness" rather than "identity" at this stage, and the whole market is still in the introduction stage.

For men's clothing B2C industry, if we want to continue rational development, the key is not the mode, but the product. We need to shift from the "pattern based" competition to the "people-oriented" and "user oriented" competition.

For clothing, shoes and other consumer goods, the consumer experience is very important.

Daphne sales staff believe that in fact, many customers prefer to go to the physical store to buy shoes, because for shoes, whether the size is fit, whether the style is suitable for themselves and other issues require consumers to try it out to make it clear.

At present, the sales volume of Daphne's network electronic platform has exceeded 100 million, which is only a small figure for enterprises with 2000 stores.

But the growth of Internet sales has undoubtedly provided impetus for the company's further expansion.

More ideally, vertical B2C e-commerce should be combined with the sales terminals of entities to form a market force so that vertical e-commerce can be upgraded to a higher level.