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YISHION And Other Traditional Women's Clothing Enterprises In Dongguan Transform The Way Of E-Commerce.

2014/2/14 9:01:00 271

YISHION Dongguan Tradition Women's Wear Enterprise Electricity Supplier Clothing

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 Dongguan is very red - do not bother, here refers to < a target= "_blank" href= "//www.sjfzxm.com/" > dress < /a >. All along, < a target= "_blank" href= "//www.sjfzxm.com/" > textile < /a > clothing industry is Dongguan's traditional dominant industry. So, who are the people who sell all kinds of places in and out of the Internet? 
 first, it is the individual electricity supplier, the individual electricity supplier generally carries on the retail sale; second, is the factory transformation enterprise electricity supplier, the enterprise electricity supplier general retail and the wholesale do simultaneously; third, is the traditional brand business, like YISHION, etc., they also generally carry on the retail sale, these brands can bring the premium, but the retail is precisely the best premium bearing mode, but also can disseminate the brand influence in a large scale. This article mainly discusses the way and operation of traditional women's clothing enterprises. 
 strong > six star dominance 
 traditional women's clothing enterprises have natural advantages compared with those who start from scratch. It is mainly reflected in six aspects: 
 1, product superiority /p >
 first, products, as long as there are < a target= "_blank" href= "//www.sjfzxm.com/" > designer /a >, board planner and buyer, category, SKU quantity and quality of products can be guaranteed, which can completely meet the market demand of "seeking new and fast" in e-commerce, and has the advantage of natural customization, so it can be envisaged that the good prospects of making C2B after mature. The biggest selling feature of C2B is the "pre-sale", which is essentially different from the pre-sale in the sense of traditional sales. This pre-sale mode is realized through the previous market research and personalized customization. 
 2, supply chain superiority /p >
 to do well in e-commerce, the rapid response to the supply chain is very high, which is the advantage of traditional women's clothing manufacturers. For example, for example, if you want to make a Juhuasuan in a week, you need to prepare 2000 pieces of goods. This time, the advantage of the supply chain can be highlighted. Because a week ago, we planned to make Juhuasuan, so we arranged our factory production ahead of schedule, and could keep the quality and quantity on time, so we could ensure that the goods were delivered on time after the end of the activities, which would not cause customers to complain or score zero because of slow delivery. This is the short board of the C shop for personal wear. There are few factories in the C shop of personal women's clothing, most of which are from the wholesale market or small processing factories. Even if there are factories, the scale is not large, and the processing speed can not meet the needs of network sales. If the scale reaches a certain level, it will not always be a C shop. 
 3, management advantage /p >
 traditional women's clothing enterprises have perfect organizational structure, clear division of labor among departments, mature financial processes, personnel systems, and corporate culture have generally been formed, and have trained a number of senior managers. This has laid a good foundation for e-commerce. 
 4, capital advantage /p >
 the capital advantages of traditional women's clothing enterprises determine to a great extent how far they can go on the road of e-commerce. Capital advantage determines the ratio of input to output ratio. According to the normal business logic, the larger the investment and the higher the income, the higher the risk of stock investment, the less risk and the controllability of e-commerce. 
 5, offline channel advantages 
 for traditional women's clothing enterprises, with the same channel, the relationship between e-commerce and offline channels should complement each other and complement each other. From the sales level, when online sales are not good enough to cause inventory backlog, offline channels can be digested; vice versa. From the brand level, offline channels can use traditional ways to publicize online brands, such as outdoor billboards, print media advertisements, and so on, so as to guide the offline traffic to promote sales online; online channels can also use their borderless regions, diversify the means to publicize brands, and enhance brand awareness. As long as the e-business is properly operated, it is not hard for a local brand to become a well-known online goods brand, a national brand and even a world brand. 
 6, brand superiority /p >
 traditional women's clothing manufacturers mostly have their own brands, and have a clearer positioning for brands. They also have certain consumer groups and popularity under the online. This lays a good foundation for engaging in e-commerce. It is a fact that brands can generate premium and brands can promote sales. 
 Tmall welcomes the brand positioning clearly, and the traditional brand merchants who are subdivided by the consumer group are settled in, because the products of these businesses are quite distinctive, that is, the so-called "small and beautiful" products. For example, camels in Guangdong locate outdoor sports groups, and outdoor sports products are also the main products. After such brands are settled, the businesses of the businesses are also well operated, and the further building of the brands is relatively good. 
 if the brand is not positioned and the product has no characteristics, even if there is a little fame on the Internet, but for Tmall, the brand has no foundation. It is equal to a blank sheet of paper. It must be built from scratch. Accordingly, the platform side also needs to pay more resources and energy to grow together with the merchants. Of course, there are exceptions. In the best time to build a brand name brand, under the premise of no brand and no characteristics, businesses pay more advertising fees, seek more excellent talents through more channels, and also locate the brand, create a good brand, make the existing products become distinctive, and even change the existing product system. Many Amoy brands have gone through this road. This is in the best period, but it has also paid a corresponding price. {page_break} 
 four points inferior > /strong > /p >
P has advantages and disadvantages. Disadvantages are mainly reflected in the following four aspects: 
 1, no retail experience 
 the traditional product circulation channels of women's clothing manufacturers are generally wholesale, while retail gameplay and wholesale are different. In short, wholesale is a large-scale, centralized channel of distribution, and retail is largely a personalized, distributed channel of distribution. Wholesale is "big and all", retail is "small and beautiful". 
 2, no self built independent B2C experience /p >
 self built independent B2C has always been the weakness of traditional women's clothing enterprises, because there is no accumulation of technology and talents in this field at all. Therefore, the traditional women's clothing enterprises want to build B2C themselves, generally seeking the technical support from the third party providers. But building a website is easy, as long as it is a technical problem can be solved, but many traditional enterprises are often stuck in the late operation management, can not break the ridge, self built B2C is just a flash in the pan. 
 3, no experience of entering the third party B2C and operation experience /p >
 the road of self built B2C is not so easy. According to the rules of the industry, if you want to build B2C yourself and achieve some results, such as wheat bags, first you have to learn from the third party's B2C platform. Until all the conditions are ripe, you may consider jumping out of your own business. There are many examples, such as wheat bags, broken silk, one percent, Korean clothing houses and so on. However, most of the brands that can build their own B2C have won the experience of N investment. 
 traditional women's clothing manufacturing enterprises are initially involved in electricity providers. Although they are "rich and have goods", they are not fully understood by traditional retailers, and they do not know enough about e-commerce retail, so they often dare not personally test the water. Personally testing the water situation, or take a slightly tasted attitude, casually recruit a few clerks to guard the online shop, one day to sell two or three pieces, a little under the platform punishment, do not dare to go on; or big bang, big money to do e-commerce, and finally most of the improper operation, after a huge loss from this hasty ending. These two methods are very extreme. 
 4, shortage of talents 
 there are two reasons for the shortage of talents, the first is the external entry. The rapid rise of e-commerce, college education failed to hook up with the actual needs of enterprises. At present, the so-called e-business majors in Colleges and universities are mostly carrying out shallow level indoctrination, too theoretical education, which leads to the fact that the whole business environment can actually fight the talents are very scarce; the second is internal can not stay. A lot of women's clothing business enterprises do not have the awareness of training talents, because there is no systematic training system, which leads to low staff's business ability. After all, a small number of self-taught employees are left behind, and most of them leave the enterprises and start their own businesses. This is also the reason why the e-commerce business personnel, especially the high quality brain drain, are serious. 
 Dongguan stands firm /p >
 in recent years, the penetration rate of Chinese online shopping has been increasing. In 2012, the proportion of online shopping sales accounted for nearly 6% of the total retail sales of social consumer goods, which had a significant substitution effect on traditional retail business channels, especially on the department store industry. According to the data provided by AI consulting, the proportion of apparel online shopping accounts for a rapid increase in total retail sales, reaching 14.30% in 2011. 
 opportunity is reserved for those who are prepared. This sentence applies to enterprises as well. In the face of a wave of electronic commerce, we are standing on the shore and wandering around, or are we going to jump at the top of our heads? The two ways are two extremes. We must try the depth of the test first, and master certain swimming skills. First we can warm up in the shallow water. After all the conditions are ripe, we can swim farther and deeper. Those who do not go to the sea will never know the pleasure of swimming; they will jump to death if they are blind and confident in their strength and do not test the depth of the water.