Dalian Clothing Enterprises Try To Market At Home

Clothing has always been the main form of online shopping. option " For garment enterprises in Dalian, there are not many direct sales channels in the past, especially for a large number of export processing enterprises, and more concerned about stable orders. From the spring fashion week of Dalian in 2012, it was learned that with the decline of foreign market demand and the increase of domestic production costs, more and more export processing clothing enterprises in Dalian are eager to transform into domestic sales. Many enterprises have chosen a relatively low cost network channel to explore the market.

Enterprise "Internet" transformation more flexible

Dalian City Clothing enterprise More than 70% of the enterprises are export oriented enterprises. Over the past two years, because of the decline in external demand and the shortage of orders, many export processing garment enterprises have brought pressure on business, and many enterprises have produced the desire to "go all out" for export and domestic sales. Of the 11 companies unveiled at the Spring Festival fashion show, 4 are new "transformation enterprises".

An industry insider said that the transformation of export processing clothing enterprises to domestic sales is not difficult. In the past operation of these enterprises, stable foreign orders are equal to stable profits, others need not be considered. But to open the domestic market, not only the brand building and sales network should start from scratch, but also the marketing thinking of enterprises must be completely different from before. At the same time, enterprises in transition need to face an important risk: in the past, the quantity of production was determined by orders, but sales through physical channels required the production of products by the owners, and if they were not sold, these inputs would be transformed into stocks.

It is precisely because of the need for transformation and the risk of transformation that many garment enterprises are trying to make a transition through the Internet. A company official said, for small businesses, the establishment of physical sales network is too large, and online sales cost is very low, the form is more flexible, and there is no pressure on a large number of pre deployment.

It is not difficult to establish a sales channel on the Internet, but it is not easy to stand out from the massive products and open the sales channels, among which the characteristics are very important. Dayang group is a brand clothing enterprise which launched an early online marketing in our city, and established online direct selling brand in 2009. YOUSOKU "And design young people as their special features. It is reported that at present, there are many Western garment processing enterprises in Pulandian to enter the ranks of domestic sales transformation, and establish their own brands. One of the companies specializes in selling low price suits on the Internet. The consumer group is just out of school and needs a set of "affordable" graduates. This has also become the marketing feature of the company.

Last year, the underwear brand sang Fu Lan also launched online sales. The head of the company said that although the proportion of network sales was small, the growth rate was very fast, which increased by 4 times compared with last year. In order not to have internal competition with the products of the entity channel, the products sold on the line are different, and the price online products are about 30% lower than the products sold offline.