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Hang Pai Clothing Hand In Hand Electricity Supplier First Is Price War.

2013/4/24 19:42:00 24

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electronic commerce has different requirements for brand, logistics, < a target= "_blank" href= "http://www.91se91.com/" > dress < /a > design, company organization structure and so on, which is very different from traditional channels.

Hangzhou women's clothing brand must speed up its own ideas and channels to speed up the business.

the hang women's clothing, which was born in the early 90s, has gone through three stages of marketization, scale and enterprise. Now it has entered the stage of brand building.

In the face of Dangdang, Jingdong, Tmall and other electricity providers Wang Lao Wu's initiative, for the development of not fast, but has been very stable Hangzhou women's clothing, should accept or reject it?

domestic electric power bigwigs put down their positions and set off a battle of "Hangzhou women's clothing",

Taobao, Dangdang and Jingdong take the initiative to show Hang Hang women's wear .

"P" recently, Dangdang held "a target=" _blank "href=" http://www.91se91.com/ "dress" /a "investment promotion conference in Hangzhou.

This is not the first time to the Dangdang network to hang school women's clothes to throw "olive branch", at the end of August last year, CEO Li Guoqing took the Dangdang team to see many clothing businesses in Hangzhou, among which women's clothing enterprises are natural.

Last year, when Jingdong came to Hangzhou's investment promotion conference, the manager of the investment department was patient, meticulous, and even a little bit painstaking at the scene. It depicted a Jingdong image with a comprehensive attack, especially for the garment industry, P.

a person in charge of a women's clothing brand said that they have now contacted Tmall, Jingdong, Dangdang, vip.com and many other electronic business platforms, and are fully comparing the conditions given by different families.

clothing can change the status quo of electricity supplier losses all the time?

the reason why the electronic business platform has been putting down its appearance to women's clothing enterprises is because they feel that clothing can change the loss situation all the time, so it is particularly important to win high-quality brands.

Dangdang began to attack clothing in March and April last year. There are already 1500 clothing businesses. From the order quantity, 40% of the orders come from Hangzhou women's clothing brand.

According to the plan, Dangdang will then increase the total number of clothing businesses to 3000, among which Hangzhou women's clothing brand is the main force.

for the electronic business platform, the relative price of books and department stores is higher, the growth rate is faster, the rate of repeat purchase is higher, and the profit is more.

hang women's clothing hesitant to surf the Internet, worrying about being reduced to "cheap goods" .

the traditional hang wear women's clothing enters the electricity supplier, the first to bear the brunt is the price war .

according to the relevant personage, Amoy brand seven grid sales last year exceeded 300 million yuan.

The early rise of the Amoy brand also has many challenges for the traditional Hang Hang women's clothing enterprises that came into being. The first thing to do is the price war.

"The general understanding of doing business women's clothing enterprises is cheap, which is very unfavorable for our enterprises themselves."

Zhou Lei, manager of the Ministry of electronic commerce, said so.

from the current performance of Hangzhou women's clothing in the electricity supplier's performance, in order not to cause pressure on offline store sales, most enterprises have independently set up R & D team to carry out online product design. However, due to the serious brand resemble before Hangzhou women's wear, there are often 10 cases like 1 houses, and in order to expand the popularity on the Internet and stabilize the needs of brand layout, most enterprises will return to the brutal price war.

the response speed of the existing supply chain is still tight on the electricity supplier platform

as the originator of "fast fashion", ZARA's goal is: 15 days to complete the product's strategy of "quick, ruthless and accurate" from design, purchase, production to the sale of stores around the world, "these clothing sales modes of e-commerce platforms are convergent, but the speed of our supply chain reaction is still tight on the electronic business platform."

Blue color business manager Zhou Lei said.

the requirements of e-commerce for brand, logistics, clothing design and company's organizational structure are very different from traditional channels.

Hangzhou women's clothing brand must speed up its own ideas and channels to speed up the business.

two ecological situations of Hangzhou women's clothing online and offline:

Less than two years after entering the electricity supplier, P felt the bottleneck "/p".

P > the "blue color" of the Hangzhou women's clothes, which embraced e-commerce, was 50 million in 2012. For a brand that began to do e-commerce at the end of 2011, the performance was considerable.

However, when the founder Qian Feng reported this data, he just smiled, he was not dissatisfied, but felt the bottleneck.

For this reason, at the beginning of the blue line, we set up our own design team, including < a target= "_blank" href= "http://www.91se91.com/", "designer /a", "sample worker", "plate maker" and so on, a total of 15 people.

"Although there is an independent fashion design team, but in the face of every month, we have to design dozens of pieces, even hundreds of clothing styles, and then the top design team is also at a loss."

Qian Feng said.

"online and offline are using the same brand, how to balance?" Qian Feng jokes that the brand he created has split up.

Amoy brand seven grid: sign models, engage in marketing, play fashion gimmicks,

2009, seven grid one million hit Taobao home shop recommended, one hundred thousand yuan, ten times, unknown seven grid was from that time there was a burst of growth.

for this big gamble, seven grid has been well prepared, for example, the marketing point is designed with a gimmick, called "pseudo trend", but small people can impress others; their benchmark is the fashion brand I.T of Hongkong; when most sellers still "just take a picture on the sofa and sell it to the shop", they signed the new Silk Road champion as the model and signed the exclusive agreement.

at present, it seems that seven grid style is very handy.

Its hard gas is based on sales of 350 million in 2012.

This is just a brand that has been established for less than 4 years.

the vigorous development trend of the electricity supplier has initiated a new business mode. However, from the current situation of Hangzhou women's clothing, the snorkeling people in the tide need to take time to go ashore.

Hangzhou women's wear introduction

the concept of Hang Pai women's clothing generally appeared in 1996.

In the early 90s of last century, it was at the early stage of the upgrading and pformation of China's garment industry. In Hangzhou, many of the graduates of Hangzhou's higher education institutions such as The China Academy of Art, Zhejiang Sci-Tech University and Zhejiang University of Science and Technology chose to start from scratch.

They started from several sewing machines, designed, tailored and made their own, and embarked on the road of entrepreneurship.

over the past few years, Hangzhou women's clothing has been accelerating the brand promotion, changing from traditional mass production to intensive development, paying attention to the personality connotation of the brand, giving birth to a large number of famous national dress brands such as Jiangnan Buyi, AI Shang Qin, Akimizu Ito, Qian Baihui, Gloria and so on, accelerating Hangzhou to become an international fashion capital.

"From the statistical data, there are nearly 2500 women's clothing manufacturers in Hangzhou.