E-Commerce Marketing Of Garment Enterprises

　　 Clothing enterprise With what ideas and ways to enter e-commerce, the network contribution is only the "initial stage" of traditional clothing enterprises to enter the electricity supplier channel. In the long run, garment enterprises will go through three stages: from the initial stage of online sales to the stage of confusion and mess of clothing sales, to the initial stage of online and offline channels, which is clear, from chaos to governance, and finally leap to the stage of online and offline consideration and extension of clothing brand.

In recent years, with the rapid development of e-commerce, traditional clothing enterprises have been involved in online flagship stores, full platform operations, self operated shopping centers and so on. Various means are being used, and e-commerce is expected to become a new sales growth pole for clothing enterprises. However, we have carefully observed the traditional clothing enterprises that have already carried out e-commerce. There are only two main modes: first, to create a brand new pure e-commerce clothing brand; the two is to compete with the clothing brand of the entity in full channel clothing sales.

However, a situation that can not be ignored is that the impetuous atmosphere of e-commerce often leads to the sales volume of garment enterprises. Only the sales volume is paramount, and the network is not considered too much. It is also one of the channels for clothing enterprises to sell clothing as a whole. It also needs to emphasize the differentiation of product positioning, and also emphasizes the customer experience brought about by the logistics and purchase process, so as to highlight the tonal quality of clothing brands.

In fact, clothing electricity providers can not simply be equivalent to "clothing +" Electronic Commerce " Take the clothing brand as an example, the high-end positioning of clothing brand and the natural low price of online clothing sales have formed obvious contradictions and conflicts. The clothing brand is a high-end positioning in the clothing industry, and it aims to support its performance as a listed company. However, online clothing sales emphasize on squeezing water and attracting buyers at low prices. Under such a contradiction, the clothing brand obviously can not let the low price image on the Internet impact the high-end clothing brand image that is hard to build under the line, and is unwilling to operate the high-end positioning clothing clothing brand with the operation thought of the public electricity supplier. Therefore, the newly established electricity supplier department emphasizes that the purpose is not to sell clothes, but to undertake the task of Internet promotion and clothing brand promotion, so as to avoid falling into "low price whirlpool". From another point of view, its competitors have already done a good job in e-commerce business. It is difficult for them to "overtake" the old road to repeat their rivals. Instead, it is better to explore a new way to achieve differentiated development.

An obvious trend is that traditional fashion enterprises have begun to diversify into e-commerce, and no longer sell clothing as the sole purpose. Since this change is inevitable, early change is easier to take advantage of than late change. Therefore, the Internet is only a "primary stage". The traditional clothing enterprises must go beyond this stage if they want to go further into e-commerce.

The new gadget of online retailing is attracting countless traditional clothing brands to fight for the blue ocean market of e-commerce. However, the ideal is very plentiful and the reality is very skinny. The result of the traditional clothing brand merchants fighting the electricity supplier is like: "fishing in the big sea, the large number of scatters, but very few fish are caught."

It is not difficult to find out that they have one thing in common in traditional clothing enterprises, which are "catching fish", that is, they are running different products or clothing brands on line. Marketing This is the "network dedicated contribution" or the "sub clothing brand" effect.