Great Integration Of Six Major Net Clothing Brands

Red bean

"Red bean home" is the younger generation in the electronic commerce field of the red bean group. However, under the support of the red bean home service background, it is characterized by "online offline" interaction.

Red beans home electronic commerce, positioning for the business as a starting point, can not take the van, dream bazaar those who use electronic power to point the way, with the help of red beans home strong chain monopoly system.

The advantage of Taobao mall is not the price preference, but a guarantee of quality.

And this is the core competitiveness of red bean home Taobao store.

Red beans are home to a large number of physical stores.

For consumers, they can see physical objects, touch the quality and try out the size in the physical store, eliminating the biggest worry of online shopping. The competitiveness of red beans home e-commerce is reflected in the digestion of broken code products.

Red beans home e-commerce is known as "behind the chain of e-commerce", linking Taobao store and chain monopoly to achieve a win-win situation.

The digestion of broken code products, relying on the capacity of the red beans home discount entity store, has little effect, far less than the digest of e-commerce.

A broken code clothing is placed in a physical discount store, and it is passively waiting for consumers to buy it, but when it is sold online, it is consumers who take the initiative to buy it.

Moreover, the broken code clothes, such as a physical shop, and the right people to buy, consume resources and reduce prices, increase the cost input and reduce the profit margins.

The rapid opening of red bean home e-commerce is also beneficial to the red bean home logistics system.

The chain store mode of the red bean store is imported by ERP system, and the Parkson logistics system is introduced to manage and operate the shops.

In order to speed up the promotion of this mode, the red bean logistics base has been built. After completion, it will provide a set of supporting facilities for red beans home chain through efficient distribution, logistics and pportation, and greatly reduce the circulation cost.

BELLE

In 2011, BELLE's electronic commerce strategy surfaced, positioning as "buy good shoes" excellent purchase network.

The page also lists the upcoming brands. In addition to the main sports brands such as Adidas, Nike and PUMA, there are BATA shoes, JOY&PEACE, NINE WEST, STACCATO, BELLE and other brands that have not been sold online.

The online shopping mall is different from the general pure electric business mode. It has its own distinct characteristics, because it is invested by the traditional Brand Company and borrowed lots of BELLE resources. At the same time, the excellent shoe online shopping mall will accept some experiences of other electricity suppliers, making long-term plans and gradually improving the user experience.

Lining

In April 2008, Lining established the Ministry of electronic commerce, officially launched the flagship store and direct brand discount store on Taobao.

Lining is a light company, outsourcing product manufacturing, IT and logistics to professional enterprises successively.

Similarly, in terms of electronic commerce, Lining did not use most of the clothing brand's self built electronic mall (Giordano, news birds, etc.) type of network direct selling, and chose to outsource the network channel, Taobao flagship store and discount shop can only be counted as a display platform.

There are nearly 6000 entity stores under Lining online. The coverage of online stores is not restricted by localization. There is a conflict of interest between channels.

In order to solve this conflict, Lining took the goods exclusively for the network channel, and differentiated the location of the goods for different online stores, so as to protect the interests of the two channels.

Seven wolves

From 2008 seven wolves and Tmall Taobao mall to cooperate.

Regarding the channel problem, the company has formulated relevant policies.

For the traditional middlemen, the company can sign a marketing policy agreement with them without selling the goods of seven wolves online without the authorization of the company, and shall not sell the goods to others for sale on the Internet.

To open or open online shop middlemen, the company adopted the strategy of "sunshine". After approval of a series of qualification evaluation, the company authorized this part of distributors to sell online.

On the issue of price, we should encourage and integrate some online stores, and integrate them into the online channel management of the company. We will formulate rules and regulations for online distributors so as to maintain the balance of price system.

For those companies that infringing the company and the consumers' rights and interests, the company has been severely punished by the Taobao law.

Adore

In August 2010,

Independent of the "love" brand product series, "love" has a specialized R & D system, mainly through the "buyer" in the global scope of rapid collection of design, product development by product development and quality and process control; in the production process, "love" most of the use of flexible production, through the integration of the love group itself and the third party manufacturing plant production capacity, small batch, multiple varieties to the market.

In AI group, e-commerce is not only a channel to clean up inventory or discount items, but an important component of the group's future strategy.

Wedding bird

In 2008, the BONO launched by the wedding bird launched the online direct selling battlefield.

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.

At the end of 2008, 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.

Bono tailor stores and network direct selling are linked.

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.

Micro-blog voice

He Xiaojian _hexiaojian: traditional clothing enterprises look at e-commerce, to a certain extent, still in the long view stage.

At this time, whether the single day trading in Taobao mall breaks through 900 million, or if Ma Yun talks about the collapse of the e-commerce bubble, it will cause great ripples in traditional service companies.

Bubble will break will affect the future development momentum of e-commerce? This is the most direct problem of many traditional clothing enterprises.

Free from me 0855: no matter it likes or dislikes, at least for now, the road of the traditional clothing brand's electricity supplier is: 1, Taobao throws stock, helps the boss tree confidence.

2, the whole network distribution channel, independent pricing power.

3, special contributions or network sub cards to control the supply chain.

Every step from 3 months to 1 years, events can be expected.

The day is empty: if the traditional clothing brand wants to seize the opportunity of the electricity supplier, it must recognize that not only will the sales channels be extended to the Internet, but also the product innovation should be combined with the characteristics of the online shopping users.

Love for the "beloved" brand is positioned in "fast fashion", priced only 1/2 or even 1/3, which admired its main brand, to meet the consumption needs of the special user group. For example, the brand AMPM of American state is more fashionable than the line, and the price is cheaper than offline.

Erinleung: traditional clothing enterprises - I think some two or three line clothing brands are most likely to get a breakthrough in the field of e-commerce.

They often sell less than one billion yuan a year under the line, but it is very difficult if they want to raise it to two billion yuan. If these brands are more daring, they would rather offend traditional channels, and do not want to hinder their development on the Internet. Maybe such sales volume can be achieved in 35 years.

Mr Dao Ming Temple: if you look far away, tradition.

Sunny is not handsome: recently contacted with some top brands of traditional clothing brands, they found that they had a very complicated attitude towards the electricity supplier. On the one hand, they worried that if they did the electric business, they would have a shock on the brand image and franchisee. On the one hand, they worried that not doing the electricity business would not keep up with the trend.

My suggestion is that the electricity supplier can not be ignored, but there must be two ways to do business alienation under the online and offline business. First, it sells online over the season, and the second is to open up special funds for the network or for the brand.

Clothing taste: the enterprises that first set foot in the electricity supplier should prepare for the "tuition fees". Enterprises should avoid conflict with existing channels and develop independent "network brand" as far as possible. Enterprises should pay attention to the input of talents such as e-commerce operation and technology, and then pay attention to division of labor and outsourcing, and avoid "package".