Is The News Bird Joining The Pioneer Of E-Commerce Or Martyr?

In the "economic cold wave" brought about by the global financial crisis, a number of small and medium-sized garment enterprises have appeared abnormal "death".

At the same time, we accidentally caught that some of the old traditional clothing enterprises in Zhejiang had already begun to actively explore new business models.

There is no doubt that in the face of many factors, such as the appreciation of RMB, the price of raw materials, and the obstruction of exports, the channel has become the biggest weight for market competition.

Therefore, the clothing e-commerce market has been placed high hopes.

The old business enterprise, the news bird, wading water network direct selling, referring to e-commerce direct selling, has to mention the once popular PPG mode.

By the end of 2005, PPG was born: no stores open under any line, only through mail order and online direct selling shirts; no production of shirts, all production and logistics are outsourced.

Such a "light company" has achieved annual sales of more than ten billion yuan, which is amazing.

After the PPG myth was exposed, many garment industry capital riots, the traditional clothing enterprises for direct selling "light company" counterattack is more direct.

Among them, the most popular concern is Wenzhou's wedding bird group.

In April last year, "good bird" announced that its listed company spent 122 million yuan, and acquired 80% stake in Shanghai Bao bird clothing cable company from Wenzhou Boni tomorrow Industrial Investment Co., which became the sole shareholder of the costumes.

And in July 2007, Bao bird clothing has just set up a wholly-owned subsidiary, Shanghai Bao bird Textile Technology Co., Ltd., and launched a sub brand BONO through Bao bird technology. The successful bird launched last year's acquisition, and took the first step in the network sale of wading men's clothing.

The industry pointed out that the choice of BONO, a good news bird, has opened its door to online direct selling.

Previously, Bao bird has been serving the business dress customization market. Most of the customers are group buying and special request companies and government departments. They do not have direct conflict with the news bird brand belonging to the wedding bird group.

And BONO direct sale is facing the high-end consumers in the first and second tier cities, and there will not be any direct conflict with the original custom-made clothing market.

"BONO and PPG" are two different business models, which are different from the price of PPG. Our strengths lie in the good production technology, the fabric production base, the design team and the real store. "" BONO and PPG are different from the PPG model. "

In an interview with reporters, Wang Linlong, as the CEO of BONO, the direct selling brand of the news bird group, has always stressed that BONO has its own physical advantages.

He said that although BONO also used direct selling tools such as online shopping, catalog sales, call center, and so on at the front-end of marketing, BONO also had a strong "entity" in the rear end of marketing. In Shanghai, Songjiang and Zhejiang Wenzhou, the company had two modern production bases covering more than 300 acres, 10 world-class production lines in the 200 thousand square meter workshop, and 46 years of professional experience of Italy famous craftsmen Giovanni Neglia led the design and development team.

"The general direct selling" light company ", its backbone is usually only IT technical personnel and network direct sales staff, but does not really know the product and the craft research and development expert.

Wang Linlong said that consumers purchase e-commerce products at the beginning, but once they find that the quality and color of the products do not meet their needs, the enthusiasm will be cooled.

For enterprises, the complete outsourcing of production process may lead to inability to fully grasp the core technology, but also lack of quality control system. Sales volume has gone up, but the quality problem is becoming more and more serious, so it is impossible to retain repeat customers.

Although he has been in the field of B2C for a long time, Wang Linlong's eyes often reveal the prudence of traditional clothing enterprises.

"Clothing enterprises must accumulate. E-commerce is only a means. The essence of clothing enterprises is brand.

It is impossible to use a technology or venture capital to accomplish a brand's decades of accumulation. "

Wang Linlong disclosed that last year, the company was doing "internal strength" to improve the entire logistics system.

Although there were several venture capital projects during the period, he was turned down by BONO.

"Good news birds pursue a healthy and sustainable development concept. We want to be pioneers, not martyrs."

Wang Linlong said that because the impact of the financial crisis on the real economy has not yet appeared, BONO will not take a big risk to pursue rapid expansion in the face of the uncertain economic situation.

Because any idea of quick success and instant benefit is not feasible.

To complete the flexible interaction between "online" and "offline", to date, PPG has declined due to problems in the capital chain, but the pace of BONO seems to be more and more steady.

Due to the impact of the global financial crisis, the rental of commercial buildings declined. At the end of last year, BONO launched the Bono tailor brand offline community store, and opened 5 stores in the commercial core area of three places in Shanghai, Beijing and Shenzhen.

"Try fitting, chatting, drinking tea, and enjoying the pleasant days at work day."

During the lunch break, guests who enter the Bono tailor community custom shop can not only enjoy a leisurely time, but also be able to customize a suit of high-end suits or shirts for themselves.

According to the introduction, the sales scope of Bono tailor community custom shop is "500 meters around the community". Therefore, service and word of mouth have become an important factor in the success of marketing.

In order to attract community consumers, Bono will strive to create a process of experiencing leisure services for consumers and attach great importance to service details.

For example, free ironing clothes for consumers, and developing clothing rental business, consumers can read fashion magazines and tea chat here.

"Bono tailor store and network direct selling are linked."

Wang Linlong explained that the Bono tailor community custom shop has the function of "eBono network direct selling experience center". The online sales garments are displayed and sold here. Consumers can intuitively feel the fabric, workmanship and try out effect of clothing, which can be purchased either directly or through the Internet.

Wang Linlong said that because of the low rent of commercial office buildings and shopping malls and shopping malls, Bono tailor community customized stores can also greatly reduce operating costs, and the price of customized garments is almost the same as the price of garments on the market.

"1500 yuan or so can be tailored to suit a suit, the mainstream price is 2000~3000 yuan, consumers can pay 3800 yuan to customize a suit made of imported high count fabrics, and the same fabric suits in the mall price is about 6000 yuan."

"Our plan to open 100 Bono tailor community customized stores in 3 years, but in this process, we will adopt a prudent expansion strategy."

Wang Linlong said that at present, Bono tailor community custom shop is basically established in the business district of the first tier cities, and the selected cities are Beijing, Shanghai and Shenzhen.

Because these three cities are more developed in the "building economy", and there are more business districts.

But the next step is not to exclude the second tier cities, such as Tianjin, Chongqing, Nanjing, Hangzhou and other cities, will be gradually and orderly spread.

Wang Xiaonan: editor in charge