The "Accelerator" Must Be Tied Up To Be Listed.

The construction of e-commerce teams in textile and garment enterprises must be done by themselves. The third party can help them build technology platform, assist training, and also introduce domestic and foreign partners to join in logistics.

It is necessary to maintain absolute confidence in the e-commerce market, and also allow the growth of the online market of traditional textile and garment enterprises.

"Everyone sees the opportunity for e-commerce to be very large, but if you always stay on the agenda of the board of directors, the opportunity will always be yesterday." At the end of the March China clothing forum, V+ Shopping Mall President Zhong Kaixin said frankly. In her view, e-commerce is not only a new concept of raising the share price of capital market, but a channel change that can bring substantial sales promotion.

President Zhong Kaixin's view coincides with the series of actions in the listed textile enterprises. Before and after the Spring Festival this year, more than a dozen sports brands such as Lining, Anta and XTEP have met with Taobao platform staff. The theme of the discussion is how to promote the construction of network distribution platform.

"E-commerce will be the strategic focus of the group in the next three years." Ding Shuibo, President of XTEP (China) group, expects 2011 XTEP Only 200 million sales can be achieved on Taobao distribution platform. "Within two years, sales of Taobao distribution platform reached 10% of XTEP group's total sales."

Internet distribution breaks the geographical and family status

Li Ning Co has always been a pioneer in the textile and garment enterprises that are involved in e-commerce. The initial intervention is based on official online shopping mall and Taobao. Flagship store Push forward synchronously.

Before Lining officially entered Taobao, Taobao's C2C platform had hundreds of bad sellers selling Lining's products. Lining Taobao flagship store was first faced with fierce competition with these irregular forces. There seemed to be only two alternatives: "clean up" and "no clean up".

After quietly launching the distribution platform in Taobao, Li Ning Co changed its thinking, and there were third schemes. Some of the 300 500 irregular troops on the C2C platform have already accumulated a large number of loyal customers and have good reputation. Instead of killing them all, they choose to make better use of their strength and use it as their own, and use Taobao's distribution platform to move offline distribution to the network.

Under the guidance of this idea, Li Ning Co has incorporated hundreds of high-quality sellers, authorized and provided the supply system to them, and developed them into Li Ning Co's network distributors and franchisees, becoming a well regulated regular army.

In the contention of terminal channel expansion, network distribution shows an unparalleled advantage: completely breaking the geographical restrictions, without considering the risks such as regional and investment, and the cost of storefront fees, inventory fees and so on, so that the brand can better control and manage the source of goods.

As the distribution system matures, Taobao is helping more textile and garment enterprises expand online. BELLE, Lining, XTEP, Bosideng and other brands joined the sales line, and sales climbed all the way.

At the end of March, BELLE International announced its 2010 earnings report. Its net sales revenue was more than 100 million yuan. The group said that the current sales of the network accounted for less than 1%, but it is expected to increase to 20% in 3~5.

Zhao Xuejun, manager of e-commerce Department of Bosideng group, said that the sales volume of Bosideng in January this year increased by 596 times compared with the sales in February last year, and is very optimistic about Taobao's distribution mode. "XTEP will invest a lot of resources and energy, including market input and product lines exclusively for network distribution channels." Ding Shuibo, President of XTEP (China) group, said.

Taobao in the distribution mode, on the one hand, helps suppliers quickly find quality distributors from Taobao's nearly one million sellers, so as to realize the rapid establishment, management and operation of network sales channels. On the other hand, distributors can use Taobao distribution platform to find suppliers more easily and get the source of goods.

Independent format against third party platform

For the concept of e-commerce, initially, most textile and garment enterprises understood to sell clothes on the Internet. Therefore, some decision-makers prefer to have their own e-commerce platform to create an independent online shopping mall.

After a period of development, it has been proved that most of the Independent E-commerce websites are temporarily out of cooperation with the third party platforms. In the past two years, textile and garment enterprises experiencing the operation of independent websites have quickly returned to the third party platform.

Many brands such as Tonlion, ormosia, Lusa and fuanna participate in the sales. The sales performance achieved by the third party platform is the main attraction factor. Taobao mall 2010 Singles Day activities set a record of trading volume: Mall trading volume hit 936 million yuan / day, a number of stores exceeded 20 million yuan / day.

"The advantages of the third party e-commerce platform are not only a huge amount of user browsing and click through rate, but we can also make use of the e-commerce professional team to help companies do marketing services. The experience of network sales enables our products to quickly cooperate with enterprises to have better user experience, occupy online sales channels and increase sales." Zhou Junwei, senior director of Taobao, said that clothing is already the largest trading category in Taobao online. Professional e-commerce marketing not only knows how to sell young and fashionable clothing products, but also knows how to sell a long history of classic brands.

At present, the mainstream young customer groups are more concerned about the interactive experience and entertainment sense of online transactions. Some new media experts suggest that the spirit of "national entertainment" should be integrated into the network sale, and the degree of adhesion should be strengthened to form an ecological circle.

With the acceleration of cooperation between textile and apparel brands and the third party platform, the third party platform for e-commerce has been built and competition has intensified. Three years ago, perhaps the familiar third party network marketing platform was only limited by Taobao, excellence, Dangdang and so on. Now, micro-blog of the major portals, rapid emergence of group buying websites and joint venture platforms have joined the competition team.

Mei Bang apparel has repeatedly used micro-blog to solicit business and launch online shopping brand. The V+ mall, which specializes in clothing, has recently proposed that Taobao should provide "hydro and coal" services for brand businesses, providing a full range of services from marketing to logistics for the cooperative businesses, that is, directly relying on the advantages of network resources sold by customers, to directly fill the weakness of traditional textile and garment enterprises in the operation of e-commerce.

E-commerce has huge market capacity, and experts can encourage competent brands to maintain multiple models and explore them at the same time. {page_break}

Seeking new talent in the field of new media marketing

After the choice of independent format and platform format, the traditional textile and garment enterprises show an enlarged trend. In reality, many enterprises are often eager to share this emerging consumer market, but they are unable to cope with how to operate effectively.

"We definitely want to be an online market, and one of the reasons why it has not yet been implemented is that I have not been able to understand the Internet or understand e-commerce. The company has recruited young teams to take charge of e-commerce projects and is still in the process of preparation." The president of a clothing listed company revealed.

After decades of development, China's textile and garment industry has produced a number of excellent brands. The decision makers of these brands do not have the relevant concepts of new media marketing. The development of e-commerce business basically relies on the re establishment of the "post-80s" young team. However, whether they can find the talents with brand marketing and innovation capabilities and whether they can fully provide such talents in the short time of the development of China's Internet and e-commerce are all problems.

Even the new media operators are lamenting that they can not find the right talents. Experts predict that in the next 3 to 5 years, the number of Chinese digital media talent will reach 600 thousand. People who are familiar with the new media and who can provide e-commerce products with high quality product services and supply chain services for textile and garment enterprises are even more scarce.

Textile and garment brands face individual individual users and small batch logistics on the Internet. During the expansion process of network sales channels, goods supply and service may be slightly different, which may cause a certain degree of damage to the brand.

Huge market opportunities and a new channel for rapid change will test the control power of spinning and weaving enterprises. Li Ning Co, which started earlier, now often convene some key network distributors to train. The third party cooperation platform with relatively mature experience will also assist enterprises in the training of e-commerce business.

"The construction of e-commerce teams in textile and garment enterprises must be done by themselves. We can help them build technology platforms, assist in training, and also introduce domestic and foreign partners in logistics." Zhou Junwei, senior director of Taobao, said that it is necessary to maintain absolute confidence in the e-commerce market, and also allow the growth of the online market of traditional textile and garment enterprises.