The Traditional Clothing Brand "Encirclement And Suppression" Is The Key To The Brand Supply Chain.

Less than P, online business of traditional brands is catching up with the original brand of the network. Its original supply chain and brand influence are the key to success.

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< p > Hangzhou women's wear network brand "seven grid" sales in 2012 amounted to 350 million yuan.

At the same time, the sales volume of the traditional Hangzhou women's clothing brand is 200 million yuan.

In the year before, the seven annual sales volume was 250 million yuan, and Akimizu Ito's online sales amount was only 50 million yuan.

In a year, the gap between 200 million yuan was narrowed by 1/4.

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In some p categories, offline sales of traditional brands have even surpassed some of the original online brands.

For example, JACK&JONES and GXG occupied the top two of the "double eleven" men's single store sales in 2012, and the men's clothing brand has been everywhere. The shoes of the camel family have already reached the category of men's shoes. In the past few years, the brand Mr.ing of men's shoes has been hard to see; Bo Yang, Luo Lai, mercury, Quan you, Fu Anna and other home textile giants have not given any opportunity to the home textile brand.

Traditional brands are replacing the original brand of the Internet that has been popular in previous years.

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Supply chain advantages under < p > strong > long distance running < /strong > < /p >

< p > 2012, the most popular saying of online retailing is "return to retailing".

"To some extent, the competition in the retail industry is the competition between supply chain and brand. The advantages of traditional brands in these two aspects are self-evident."

Alibaba group senior researcher Sheng Zhenzhong thinks so.

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P, McKinsey, released the China electronic retail revolution in June, referring to one data: according to statistics of 266 cities in China, the consumption of US $1 has replaced 0.60 yuan of physical store consumption and generated about 0.40 US dollars in incremental consumption.

This means that online retailing has moved the sales of offline channels to the online sector, while providing a more substantial growth environment.

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< p > AI data provides another interesting data: online shoppers will reach 269 million by the end of 2013.

The number of online shoppers from 2009 to 2012 was 109 million, 148 million, 187 million and 228 million respectively.

According to official Alibaba data, in the first half of 2011, there were more than 600 sellers in Taobao, and over 950 in August this year.

The number of shops is higher than that of online shoppers, which means that the demographic dividend of online shopping market is disappearing. Online retailing has become a contention for existing customers from the scramble for incremental passenger sources, and sales promotion has come one after another, and sales curve has been fluctuating.

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< p > > a href= "//www.sjfzxm.com/news/index_c.asp" > network brand < /a > there are only a few enterprises with strong supply chains like wheat bags and Korean clothes houses. The supply chain of most network brands has their weaknesses: small production.

The price that the online brand wins from the supplier is not much cheaper than the traditional brand, and the cost of the supply chain is even higher.

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Contrary to online brand, traditional P has a huge supply chain advantage when it comes to online retailing.

Pentium appliances can dispatch teams to design products for online retail and allocate production lines to produce products sold online. This alone is enough to envy puppy electric appliances, because they need to outsource part of their design and production to industrial design companies and manufacturers, and the speed of new product development and production is also not up to Pentium.

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< p > traditional brands also optimize their supply chain for online retailing, and even use online data to optimize supply chain.

This year, GXG purchased by Semir has 2000 stores. When GXG is researching and developing women's clothing and children's clothing business, the product is first sold to the online trial sale, and then the test data is used for production, so as to optimize the supply chain.

"For the online and offline synchronized apparel brands, it is not just for sale but to optimize the supply chain based on the Internet to reduce costs," he said.

GXG electric business department director Li Shujun said so.

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< p > < strong > < a > href= > //www.sjfzxm.com/news/index_c.asp > > extension of brand value < /a > /strong > /p >

(P) in convincing consumers, the credibility of the initial Online Retailing Based on excellent merchandise details has not changed yet.

But with the emergence of some online brands and the presence of traditional brands, it is no longer just the product details page that persuades consumers to pay.

Brand influence can make consumers lower the cost of trust.

The traditional brand online accumulation of brand image is more likely to get consumers' trust than network brand. With a suitable price, it is easy for consumers to place orders for shopping.

Tonlion once launched a promotion in 2012 to sell the summer wear at a low price of 29 yuan. This absolutely attractive price plus Tonlion brand has sold more than 100 million yuan for this promotion.

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< p > GXG stores in Hangzhou do not participate in discount activities at the mall. They always insist on selling the original price. Online sales are also the same. Usually sales do not sell at a discount, only when there are major activities such as "double eleven", then there will be promotional activities.

"No discount is to maintain brand image, do not affect the business of offline stores."

Li Shujun said.

After all, the proportion of online business sales is not large in the GXG brand. It can not affect the brand image and offline business for online business.

Other clothing brands are similar. The sales of online business in 2012 were nearly 200 million yuan, accounting for less than 8% of total sales.

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< p > < strong > online operation has been gradually thoroughly read < /strong > /p >

< p > > a href= "//www.sjfzxm.com/news/index_c.asp" > Tmall < /a > held a double eleven promotion every year since 2010. The first year was almost a carnival of online brands. In the second years, the sales volume of traditional brands and online brands began to rise. In 2012, the "double 10" was in addition to women's wear and beauty make-up, and other categories were traditional brands.

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< p > "double eleven" in 2011 created the momentum for the first time, but businesses also suffered some injuries. For example, slow delivery and insufficient stocking caused the decline of store ratings, but at the same time, they also exercised store operation capacity.

The improvement of store operation capacity is mainly reflected in the "double eleven" in 2012. There are not many stores that have insufficient delivery capacity and oversold conditions. Customer service response speed is also very timely.

One industry insider commented on the promotion of Tmall's "double eleven" activities to store operation capacity in recent years.

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< p > can enhance the "fighting capacity" to the top to deal with the "double eleven", which is a manifestation of the improvement of the capacity of the shop operators.

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< p > behind this, there is also the familiarity and application of the rules and methods of online retail games by shop operators.

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< p > Home focus map, through train, diamond booth, Taobao guest...

Almost every Tmall operator is familiar with these nouns, because these are the most commonly used means of promotion on Taobao and Tmall; free trial, gold coin, and sale channel...

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< p > the schedule of these promotional channels on Taobao and Tmall has almost hung on the walls of every Tmall store.

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< p > don't know about online retailing. Please act on behalf of operators and build their own teams. This is some traditional brand's action on different stages of online retail cognition.

Traditional brands, or through acquisition teams, or their own grope, can Tmall and Taobao's limited promotion and marketing platform learn and apply flexibly, and quickly boost sales.

These methods are good ways to enhance brand image and promote sales.

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