The impact of the Internet on the traditional clothing industry, which is mainly manifested in the electronic commerce of the next line of solid sales of the extrusion. Line store is the main channel of clothing sales, and the rise of the electricity suppliers, so that clothing has become the largest online shopping in a category, also hit the line store sales.
Style= line-height: "<span 1.8"=""> > according to the National Bureau of statistics, in the first quarter of 2015, apparel industry scale enterprises totaled 6615000000, an increase of 3.94%. Keep stable, and the traditional garment production production to keep increase compared to online shopping, clothing showing hot trend. According to the statistics released by Ai Rui consulting, the size of China's online shopping market in 2014 reached 2.8 trillion, of which clothing more than 610000000000, is the first big category, an increase of 41.5%.
“ the clothing industry is a good economic effect. ” Ye Libo, chairman of the park, the town Party committee has said that it is undeniable that the current decline in the garment industry in the park, some of the family workshop style foundry is gradually withdraw from the market.
In fact, the park has long felt the power of the Internet, and plans to focus on the development of the apparel industry as a key. In 2009, the government commissioned the provincial Garment Association to plan the town's textile and garment industry, compiled the "white paper" (“ ”), proposed to develop e-commerce, expand market space, and establish a rapid response to the market information system and marketing system, improve the competitiveness of textile and garment enterprises.
It is worth noting that the white paper also clearly put forward, to establish e-commerce platform for textile and apparel, in the integration of existing network resources, based on the establishment of the park information and information platform, from a fundamental change in the past, the traditional passive information collection, dissemination and reception, breaking the boundaries of time and space, to provide one-stop clothing industry information service.
“ ‘ ’ it is a must choice, Taobao, micro channel, and other online shopping mode, should be the choice of the park in the town of garment enterprises. & rdquo; Yuan Zhen Zhou textile and garment industry association, Huada Garment Co., Ltd., chairman of the Zhu Peirong said Park Qianzhou Town garment enterprises are actively & ldquo; electric shock & rdquo; broaden marketing channels.
However, due to the traditional garment enterprises in the park, most of the characteristics of the style, many of the characteristics, if each enterprise to do electricity suppliers alone, it is difficult to achieve the effect of product diversification. Therefore, the size of garment enterprise set to a network platform, take Baotuan development strategy, Chau Garment Industrial Park & ldquo; net & rdquo; an important mode.
In 2012, the park is a platform for &mdash, —; clothing line, but because of various reasons, the platform has not been well open up. At present, the park Chau Town is preparing for the “ &rdquo e-commerce service platform project, the project is the park and the provincial science and technology service platform for public service projects, mainly for small and medium enterprises in the town to build a comprehensive, relying on the latest IT technology online networking platform for business to provide online sales platform services.
“ relying on the existing garment Valley network platform, is building a delta of textile and garment enterprises dynamic information center. ” Zhu Minqi, Secretary General of the textile and apparel industry association, said the platform for all clothing enterprises in the park, from the beginning of December last year, plans to more than 1000 of the company's contact information, production capacity and other information input, so that the needs of the brand, chain through this platform to find a suitable business orders. That is, the platform is similar to Alibaba's B2B supply and marketing platform, focused on the dynamic information of the apparel business in the park.
“ a lot of chain store brands and clothing production enterprises are lack of trust. ” Zhu Minqi said, the chain store brand chamber of commerce is concerned about not too large clothing production enterprises in order, quality can not be guaranteed, and clothing production enterprises will also be worried about delivery can not receive money. In order to solve this problem, the dynamic information center of the textile and garment enterprises in the park will cooperate with the third party financial institutions to ensure the smooth reaching of both parties. In addition, after the completion of the transaction, the company will be based on the completion of the score, forming a credit record, the company will be listed for several times to get a bad review.
In addition to take the platform on the line, the park is the town of &ldquo, the Internet + clothing ” the layout is also extended to the line. Zhu Minqi introduced, in order to let the Yuan Zhou garment industry better development of electronic business, to achieve the transformation, local plan reference Jieyang City & ldquo; Taobao Village & rdquo; Jun Pu Cun, to create clothing business street.
In the local electricity supplier platform is gradually established, many clothing enterprises have to test the water “ +” Internet technology applications to the investment, promotion, sales of all levels. Focus on young people's market, the main trend of animation products of the Mai Chen clothing is one of the typical.
Unlike most clothing companies, the electricity supplier of the electricity supplier of the electricity supplier of the road has not started, but by joining the power flow of the power flow business platform to further reduce the risk and cost. “ the current net purchase of the monthly sales of about 600000 to 400000 yuan. ” general manager of Liang Zhaohua, &ldquo,, &rdquo, Yoho, &rdquo,, holymoly, the website offers the product supply of the products, and the shop's operations are “ Yoho.
However, with many of the electricity suppliers on the clothing business, compared to the online sales of wheat Chen clothing is still in its infancy stage. According to Liang Zhaohua, the company's online sales accounted for only about one percent of total sales, one reason is concerned about the line store and online sales of real conflicts.
Since 2009, Chen has been in Henan, Hebei, Shaanxi, Shandong and other provinces layout more than 70 stores, and the physical store and online sales of products almost unanimously, so many entities worried about the continued development of online sales will affect the store sales. In order to solve this contradiction, Liang Zhaohua said, around the entity to try to operate independently of the micro channel public number, through micro shop and other functions to achieve online sales.
In addition to selling products on the Internet, Mai Chen costumes also through the Internet for investment. “ initially thought through newspapers, television and other traditional media advertising investment, can be found through the Internet is more suitable. ” Liang Zhaohua said, due to the low cost, wide spread, the Internet business model is more suitable for small and medium enterprises.
It is understood, although Mai Chen apparel Internet investment costs has from the beginning of 1 million & mdash; 2 million / year growth to 10 million yuan / year, but also to obtain the good investment effect, with Chinese dress net, beauty and other professional website, 2014 the company is through the Internet to recruit up to 50. In addition, Mai Chen clothing also pay attention to the network promotion, by the person in charge of Baidu and 360 search for SEO optimization, increase brand awareness.
In fact, the Internet is not a new thing, many clothing companies are trying to change the electricity suppliers, but encountered many obstacles. Liang Zhaohua analysis, the current park state clothing enterprises to test the water electricity suppliers in two aspects, on the one hand is not ready to products, resulting in no competition on the Internet, on the other hand the layout of electricity suppliers need a lot of investment, capital chain problems constraining the development of many enterprises.
“ each garment enterprises are individually do electricity suppliers too high, but not professional. ” for the development of the business enterprise how to develop the electricity supplier, Zhu Minqi suggested that you can sell a number of products by a company's stores, or by a professional electric business enterprise as a whole to carry out a number of garment enterprises to carry out electricity supplier sales.
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