How To Locate The Online Retail Of Shoes And Clothing Brands?

Online retailing is not only a simple new sales channel, but also triggering new brands and breaking the monopoly pattern of channels.

Online retail is only a marketing channel?

If we just define online retailing as a kind of sales channel, then tradition. Shoes and clothing brand The electricity supplier can only be understood simply as moving the sales channel from the offline store to the online shop, which leads to "bloodshed": the channel advantage of many years of operation under the line is not available; the homogenization of the goods is serious; the user position is fuzzy, the brand culture is empty; the commodity supply chain is slow and inert.

When the above factors start to ferment, the marketing team can only use the price reduction to achieve the sales task. At the same time, in order to preserve the price system of the entity store under the line, Online channel You can only sell off season goods at a low price. When all these become habits, online retailing is defined as "a low price and low quality clearing channel".

How does a low price and low quality clearing channel carry out the important task of brand building? However, in recent years, Korean brands such as clothing houses, rash and silk fabrics have been established through online retailing. It should be said that online retail is not simply a new sales channel, it is triggering changes in the industrial structure, its "focus, extreme, fast word of mouth" characteristics, is spawning new brands, breaking the channel monopoly pattern.

Triggering changes in industrial structure

along with Shoes and clothing With the development of retail industry, the seven links of traditional commodity chain (design, R & D, sample preparation, preparation, production, transportation and sale) are no longer a one-way process, forming a closed loop gradually. Internet technology and the new social way it has created has provided an irresistible trend and means to achieve this closed loop.

Data show that 68% of consumers will have a pre understanding of products on social networking sites; 50% or more consumers use social networking sites to comment on products; 59% of consumers say that other consumers' evaluation of products has a significant impact on their purchase behavior.

Faced with these factors and ways of influencing consumption, traditional brands may gradually be eroded and abandoned if they do not adjust their structure in time. Personally, I think there are four structural impacts of online retail on retail:

1, the core warehouse directly to consumers.

In the past, whether it was direct store or franchise entity store mode, "one store, one warehouse" or warehousing only aimed at wholesaler level, resulting in sales can not be "sell one patch one", can not effectively improve the overall inventory sales ratio. Online retail is integrated into a physical or logical warehouse through the ERP/WMS system, and is shipped to consumers directly according to the order.

2, the direct interaction between consumers and brands.

In the traditional retail mode, between the brand and the consumer, there are many channels and salesmen, and the one-way information transmission from the brand to the consumers is often greatly reduced. The display of the stores is not standardized and not synchronized. The salesmen do not know the structure of the goods, nor do they need to quickly and accurately feedback the consumers' information to the brand side, and make a quick response. Online retailing can achieve direct interaction between consumers and brands through commodity page description, other consumer evaluations, and third party social platforms.

3, data based marketing

Data analysis in traditional retailing mainly analyzes past sales records, providing data basis for planning and futures booking in the new season. In the closed loop structure, real-time sales data and customer demand analysis guide the supply chain to make the fastest response: or supplement production or two combination sales or rolling design development.

4. Fast supply chain capability

From design development to production, it is no longer the two quarter of a year or the rhythm of the four seasons, but is always rolling on demand. Fast supply chain response is the foundation.

In these four points, the first is commodity access, the two is information access, three is data decision, and four is supply chain realization. Deep understanding and preparation for these four points is a necessary condition for traditional brands to enter online retail.