Fashion Brands Are Ready To Fight For "Double Eleven"

Before P, 2010, the traditional clothing brand did not develop the motive force of online e-commerce. It was mainly in the period of economic upturn, and the profit level of brand clothing was higher. Secondly, < a href= "http://www.91se91.com/news/index_c.asp" > brand clothing < /a > overestimated the influence of self brand, underestimated the consumers' enthusiasm for online shopping and the concern of online shopping product richness. After 2010, the whole garment industry changed suddenly, and the macro consumption turned to a low level. The inventory of enterprises was high and performance declined, especially sportswear. Electricity providers are also gradually attracting attention from traditional offline clothing brands. < /p >
From P to 2010, Tmall has held three "double eleven" big a href= "http://www.91se91.com/news/index_c.asp" promotions < /a >. In 2010, most of the top sales figures were brand of electric business. In 2011, the brand under the traditional line began to share the same brand with the e-commerce brand. With the strength of offline brands, the traditional ten brands of "double eleven" sales in 2012 began to dominate the traditional brands instead of the Amoy brands. At the present stage, the traditional brand clothing line mainly has three modes: going to stock, O2O, and being an independent e-commerce brand. However, there are many problems at this stage, and the sustainable profit model is still in the exploratory stage. What kind of electricity supplier mode is more competitive will be seen in the upcoming "double 10" promotion in 2013. < /p >
< p > > early a href= "http://www.91se91.com/news/index_c.asp" > traditional clothing > /a > brand development is mainly the use of online as an important means of inventory. The electricity supplier mode can help garment enterprises to solve the inventory pressure and achieve the mode of selling products. During the inventory process, many garment enterprises' business channel performance has increased by more than 50% in 2012, and the garment enterprises of 17% have increased by more than 100%. However, this mode will affect the brand influence of enterprises and the sales of offline channels, which will have a strong impact on franchisees. < /p >
< p > in addition, some of the garment enterprises directly launch the independent e-commerce brand, but the new independent e-commerce brand needs to cultivate costs, including time and capital. While the foreign brands are mainly based on O2O mode and the same price on line and line, but in the context of China's cost-effective route leading mode, it still takes time to realize. < /p >
According to the analysis of "China garment industry monthly market monitoring and analysis report" by the P industry outlook Industry Research Institute, the O2O strategy of online and offline parity can be a better choice to balance the interests under online and offline. But on the one hand, this strategy is still a slow process in the mainstream trend of online shopping still pursuing cost performance. On the other hand, the brand with higher proportion of direct investment is more suitable for this mode, but most domestic brands still take franchising channels as the main channel. < /p >
< p > in line with the interests balance between online and offline direct channel, JEANSWEST's strategy is to classify the performance of the electricity supplier according to the geographical location of the sales line to the offline sales branch, and the electricity supplier Department shares the profits of the sales branch according to the return point. The strategy adopted by Smith Barney is: on the one hand, the goods sold by the online shopping platform are shipped by the distributors in the region, and the revenues are divided according to a certain proportion between the apparel and distributors in the United States. On the other hand, the development of brand and products specially used for online shopping are separated from the products sold by the real stores, avoiding the frontal conflict. The strategies of JEANSWEST and Smith Barney dress have reference significance for the development of the whole clothing brand. < /p >