Clothing Brand Enterprises Must Be Cautious In Opening Online Shopping.

For large enterprises that have already realized channel construction and have large scale shops, the significance of online shopping is not large.

This is because the sustained development of enterprises is not supported by these extra sales. They should form a preference and cognition through training the consumer psychology of consumers, and at the same time shape the cultural value connotation of the brand, so as to enhance brand reputation and loyalty, and bring more stable consumer groups.

We have seen many international brands follow the rules of operation and development. They are not blindly following the trend, but concentrating the limited resources of enterprises to the most needed aspects. This is the golden rule of success.

With the development of online shopping, there are many drawbacks and problems in online shopping.

First, the credibility is reduced.

Online shopping is off site shopping, because some online shopping mechanism and operation system is not perfect, resulting in consumers' purchase confidence frustrated.

Such as the authenticity of the brand is difficult to distinguish, delivery is not timely, product quality is not satisfied, the issue of replacement, the lack of proper after-sales service and other phenomena, resulting in lack of credibility.

This reduces the reputation and credibility of the brand, and ultimately damages the brand image.

Second,

Lack of online shopping experience.

Consumer

The maturity level is directly related to the development of online shopping habits. Consumers usually judge the basic situation of online shopping products through their own experience of life consumption.

According to the Taobao survey, domestic consumers buy nearly 100 million yuan online every day, and every Christmas and new year's day break through the billion yuan mark and show an upward trend.

The scale of online shopping is evident.

However, reports from the China Consumers Association show that disputes and complaints caused by online shopping account for more than 10% of the total complaints and increase year by year.

Therefore, online shopping needs a lot of money.

Avoid online shopping risks and cultivate correct values and economic values.

Otherwise, consumers' complaints about online shopping will still increase significantly.

Third, we should pay attention to immediate interests and neglect long-term interests.

No business, no profit, no profit, no businessman. There is nothing wrong with businessmen in pursuit of profits.

However, the interests of the brand and the interests of the business are completely different.

The interests of brands include immediate interests and long-term interests.

The so-called comprehensive interests, popularly speaking, is to achieve "fame and wealth".

Therefore, from the point of view of management, the starting points of two different interests are quite different, which will inevitably lead to conflicts and contradictions.

Such as: the price between stores and online shopping may be relatively large, causing consumers' doubts about prices.

In addition to the self operated online stores, other non self operated shop outlets have different sources of goods, resulting in enterprises often unable to trace goods and other situations.

Every enterprise hopes that business performance will rise year by year and continue to move forward. If we neglect the growth space of the brand in pursuit of performance, and disperse the resources of enterprises and pursue the so-called sales mode of the trend, we will often weaken the core competitiveness of the enterprises. In return, the decline of the brand reputation will inevitably become a brand that may be rejected by consumers, so we need to act rationally.