Don't Let Online Clothing Sell Into Chicken Ribs.

about Clothing brand And the major electricity suppliers, the multiple needs of consumers to build a network sales platform, to invest a lot of money and talent, energy consumption may be no less than the physical store business. With the help of online stores to digest seasonal stocks, online sales of products are less than 1/3 in stores? This kind of marketing idea, which regards online sales as ancillary marketing as "chicken ribs", is like breaking the ice. What's more, Southeast Asian clothing brands and electricity providers also face attractive market growth data. Whether it is the introduction of mobile APP, or the joint design of the international college design line exclusive custom clothing, adhere to the principle of only one, do not let online sales become tasteless!

　 Launch terminal APP to help new store location

Japan's "fast fashion" brand, representing UNIQLO, has always attached importance to its business in China. In the past two years, the brand will focus on the growing business of e-commerce. On the day of "double 11", the sales of UNIQLO's official flagship store in China exceeded 120 million yuan, and sold more than one million pieces of goods, up by 500% over the same period last year. The booming growth of online shopping has made UNIQLO taste the sweetness. Besides the opening of the flagship store with Tmall, UNIQLO has launched the brand APP (smart phone third party application).

　　 Actual Since last year, UNIQLO has been trying online and offline O2O mode (online marketing online shopping to drive offline operation and offline consumption), through shop radio and cashiers' reminders, recommends the brand APP to consumers who enter the store, and users can download the two-dimensional code on APP to discount the designated products. The program will provide users with two-dimensional code coupons on a regular basis, and can only be scanned in the physical store, thus achieving the drainage from online to store.

However, the rise in sales is not an indicator of APP in the UNIQLO assessment. The brand pays more attention to the expansion of APP installation, especially in the mobile phone users where they are not open. Because in promoting the promotion of brand awareness, UNIQLO hopes to help the location of new stores and optimize the sales network through the data collected by this APP. These data from the geographic location and daily activity of the online and mobile users can provide a reference for the location of the open shop and the control of the rhythm. In this way, wherever you shop, you can quickly accumulate popularity. New stores can effectively reduce the cost of heating and promotion.

Since its formal entry into the Chinese market in September 2002, UNIQLO now has about 260 stores nationwide. According to the expansion plan of the brand, new 80~100 stores will be opened in Greater China every year. Customer consumption information obtained through APP terminal is authentic and credible, which will undoubtedly become the best guide for the layout of the brand sales network.

Abandon blind expansion and attack online boutique

In the India market, e-commerce is developing rapidly. But the fact is that most of the electricity providers are losing money, because almost all electric providers are taking advantage of the current opportunity to focus on expansion, ignoring the necessary conditions to keep them profitable, such as improving the quality of online products and improving their consumer experience.

Myntra is a fashion retailing website in India. In many similar business enterprises, Myntra has a strong system and architecture. In the 2013 fiscal year, the sales volume of the website reached 2 billion 124 million rupees, but the loss was 1 billion 347 million rupees. Mukesh Bansal, the founder of the website, said: "our website has a huge turnover, but it is pointless to scale up without profit. We hope to achieve profitability in the next one or two years. For this reason, the website will no longer sell clothes that are easy to wear and low value. We choose the latter between sales volume and sustainable development.

In order to get rid of the homogenization competition among the general clothing websites, the fine quality clothing is introduced. Starting in August this year, Myntra will start selling Harvard's series of high-end clothing in collaboration with Harvard University. In the fashion industry, some famous clothing brands such as Ralph Lauren and Nike always draw inspiration from Harvard style when designing clothes, and have been working hard to get authorization from Harvard University to sell clothes in their name. This time, Myntra and Harvard University signed exclusive exclusionary contracts, and then will sell exclusive Harvard series sportswear, polo shirts and track clothing online.

The Harvard clothing series has not only become an exclusive product of Myntra, but also has created a differentiated competitive position for its apparel sales in India. And product keywords can be associated with Harvard University, which is bound to attract some fans of prestigious schools, and its topic effect can not be underestimated.

　 Building multilingual platform from online to offline

The star making culture in Korea has brought economic benefits to the consumer goods market related to celebrities while promoting the entertainment industry. Making star costumes has become the choice of many Korean apparel brands, and that is why Korean clothing brands are numerous, but the styles of clothing are mostly similar, so that consumers can not choose. Nowadays, some online apparel brands have realized this, so invest more in design and material selection. After changing its business strategy, the quality and style of its online sales have improved significantly, so that some of them are out of stock. In recent years, the popularity of online clothing brands Mamagari and Vivastudio has become more and more popular. Most of its customers are young consumers aged 20~30. The manufacturers of Mamagari and Vivastudio say that all garments are made by the company's own team, and the materials are carefully selected, which is very popular among consumers. After the success of online, some brands also expand to the offline market. Men's casual wear brand Brownbreath and Covernat are now developing online and offline businesses, and have achieved good results.

Won the trust of consumers, so that the Korean online clothing brands have the courage to move towards the line. Thanks to the popularity of Korean clothing among Asian consumers, some large business operators have already opened up their overseas business areas, and the multi lingual shopping platform has not only widened the business layout but also led to sales growth. At present, Korean online shopping mall G-market and 11ST have launched the English interface of their web pages. In 1 months after the launch of 11ST website, the number of registered users increased by more than 10% in a single month. After 1 years, the annual sales increased by 75%.

In addition to the website front page translated into Chinese, G-market and 11ST two big electricity providers are also working on translating product catalog information into more detailed English. In addition, hiring customer service that can communicate in English will also become an important measure for these providers to improve their service quality.