E-Commerce Channel Of Clothing Marketing

From the statistical data of Taobao platform over the years, clothing is the largest category, and the annual turnover is ranked first.

However, among the big sellers who originally made up in the clothing category, they hardly saw the traditional line.

Until the annual sales volume of the big sellers doubled, the traditional clothing brands began to really move after some of the designer clothing brands that seemed to have nothing left to do, and even attracted the attention of international capital.

Whether clothing brand, the bigger the clothing brand, the more difficult it is.

The clothing and clothing brand of a main bamboo fiber product has exceeded 2000 stores under the line.

The responsible person talked about his own difficulties in the exchange with reporters: the main line is the franchisee, the price is unified nationwide, and the company has implemented strict price control.

However, in order to rush sales of clothing, individual dealers sell products at 50 percent off price on Taobao.

Since its apparel brand appeared on the Internet for the first time, the company headquarters has been receiving complaints from other distributors, making its online channel strategy shelved.

This phenomenon is not a case.

But from the user's point of view, the channel conflict of clothing products is actually a false proposition.

Because the coincidence between Internet channel and offline users is not large. When shopping online, the shopping experience and situational sense are more important.

Very few people will try a piece of clothing online, and then go back to the line to search the order.

However, clothing products just encountered the most intense channel conflict, mainly due to the majority of traditional clothing brands under the agency distribution mode.

The so-called channel conflict comes mainly from distributors or offline franchisees.

It is understood that UNIQLO started vigorously in the year.

The strategy is that UNIQLO is directly run in the country, and there is no need to work hard to resolve conflicts of interest.

For traditional enterprises, the success of channel operation depends largely on the success of the management structure.

Last year's "double eleven" sales achieved sales results, so that clothing and apparel brand managers not only saw the potential of e-commerce channels, but also realized the potential of clothing brands on the Internet.

In addition, the official website is also a window of interaction between users and clothing brands, and the design of network dedicated contributions can be completed by the participation of users.

For example, a specially designed network can be placed on the Internet for buyers to make comments and grading, and adjust the design and production according to the buyers' opinions.

When the product is actually online, the participating buyers can buy it at a lower discount.

In fact, the attempt to make contributions to the Internet under the mode of user interaction has gone beyond clothing.

The meaning of product is typical (from online to offline) mode.

China says it is opening up the online and offline sectors, such as placing orders online, customers can pick up goods from their nearest physical stores, and can also buy from online stores after experiencing the physical stores.

This advantage can bring about the upgrading of the physical store. Only a larger area and richer stores can meet the needs of online buyers.