New Progress In E-Commerce, Traditional Clothing Brands To Enter The List Of Electricity Providers

< p > industry, "electricity supplier" two characters still shone with a strange light.

Traditional brands continue to touch the net, all kinds of e-commerce platform delicate game, Tmall "double 11" is a single day sales of 35 billion yuan success.

Today, no one has ever questioned the value and significance of electricity providers for traditional brands, and the fear and rejection mood has gradually subsided. Instead, it is to accept and strive for it, or even regard it as an equally important sales channel with traditional chain stores.

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< p > < strong > advantages gradually fade away, traditional brands are pferred to attack > /strong > /p >

The "double 11" in P 2012 is almost the world of Amoy brands. The brand name of the brand name, which is unknown in the traditional field, has become a dark horse.

However, after a year, the traditional brand will win the online position and become the biggest winner of the "double 11".

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< p > 2013, "double 11", most of the top three of the category were almost swept by traditional brands. Only 5 of the 18 brands in the "double 11" camp were Amoy brands.

In the "a target=" _blank "href=" //www.sjfzxm.com/ "dress > /a" category, besides women's clothing is still a brand name, the men's wear, sports leisure brand, < a target= "_blank" href= "//www.sjfzxm.com/" > shoes "less", "box", accessories and so on are all traditional brands.

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< p > compared with the brand name, the traditional brand has a more solid foundation: having brand influence, a complete supply chain system, a perfect after-sales service system, and a strong flow and hematopoietic capacity, these are the brands that can not be matched in a short time.

Therefore, as long as we attach importance to the electricity supplier, the traditional brand is only a matter of time.

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< p > Tao brand also realized the pressure and crisis, so some Amoy brands began to "landing" and tried to expand the offline channels.

Therefore, the definition of Amoy brands and traditional brands should be blurred.

For brand operators, online and offline will eventually merge into one.

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< p > < strong > focus on experience, gorgeous pformation from B2C to O2O < /strong > /p >

< p > if 2012 is < a target= "_blank" href= "//www.sjfzxm.com/" > clothing < /a > brand uses electricity supplier to concentrate on inventory clearance year, then the 2013 clothing electricity supplier's decisive battle point is undoubtedly the user experience.

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< p > Mei Bang is an apparel industry that tried to build its own e-commerce platform earlier. However, the operation of "bang bang" was not smooth, or even stopped for a while.

In 2013, the United States picked up the electricity supplier and the state purchase network returned to the listed company.

But this time, the slogan of the United States and the United States is: "comprehensive integration of online and offline business operations".

The electronic business platform is no longer a tool used solely for market share, but a helper for sales and service under the auxiliary line.

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< p > emphasize that the O2O mode of experiential consumption is a powerful tool for clothing business in 2013.

Compared with the traditional mode of "online consumption" of traditional electricity providers, O2O can promote mutually beneficial cooperation between online and offline businesses. Especially for those clothing brands that have hundreds of stores across the country, the O2O mode will undoubtedly play a key role.

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Besides P, Giordano also announced strategic cooperation with Alipay in December.

Shopping in Giordano store in Southern China requires only one smartphone to pay in 3 seconds.

The Pathfinder also showed in the earnings report that the brand has introduced the offline business into the online by strengthening the management and innovation of the online business platform, and gradually promoted the O2O mode of "goods + services" to maintain its rapid growth.

In addition, represented by UNIQLO and other international brands, the O2O case has been touted by the industry.

It can be said that O2O was not a trend in 2013, but a situation.

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< p > strong > brand competition, the electricity supplier will be reshuffled (/strong > < /p >).

< p > with all kinds of brands entering the electricity supplier in a big way, in 2013 the "double 11" preheating list, even the international brands such as Gucci, Armani, COACH and Calvin Klein came to "stir up". In addition to the original brand of the Amoy brand that had already been operated, a scuffle is inevitable under the new competition pattern.

In this process, the brand will encounter the reshuffle of the market.

Of course, the sooner the chances are, the easier it will be to win.

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In the P, some brands have taken the lead and are beginning to show signs of weakness.

For example, this year's "double 11" JEANSWEST turnover is 55 million yuan, not only failed to achieve the expected 80 million yuan, or even lower than last year's 57 million yuan.

JEANSWEST believes that the decrease in the number of visitors is the reason why the volume of turnover is not satisfactory, but the conversion rate is still increasing from the day's paction.

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No doubt, in 2014, clothing brands will further increase the electricity providers, but in the form of P, they will be more cautious.

The concept of O2O will be more widely applied to the actual operation. Online and offline integration will make the competition between brands more tragic. Some brands that survive in the cracks may face the fate of being eliminated.

We will wait and see where the 2014 clothing business will go.

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