Apparel Retailing: Beware Of The Web Is Also A Thorn Rose.

　　 Uniqlo In 2008, the myth of wealth was created as China's later. Foreign clothing brand In its position, it wiser chose the network channel to break through the dilemma of entity expansion (UNIQLO's traditional marketing mode and market development in China have not been ideal). UNIQLO and Taobao worked together for only 10 days, and sales exceeded 500 thousand yuan. In 2009, UNIQLO's online sales have exceeded 100 million, far ahead. Entity channel The value of creation has become famous in China and laid the status of "rivers and lakes".

In November 11, 2009, Taobao and JACK&JONES jointly launched the half off promotional activities in the whole store, JACK&JONES Taobao store store created a single store 5 million 220 thousand yuan sales performance, compared to 50 stores offline sales day. However, from the operational cost, the operation cost of online sales is less than 1/10 of the operating cost under the line.

"In March 8th this year, the Alibaba's 1688 wholesale market, 440 clothes on the shelves, all grabbed in 88 seconds." Chen Zhiming, senior manager of Alibaba's clothing market development department, wants to introduce two cases to reporters: Li Tanghua, a small chain chained dealer on the Internet, can make about 10000000 yuan a year. As Chen Zhiming said, e-commerce is a huge "gold mine" for shoes and clothing enterprises that are still in the embryonic stage. Low cost, never rest business mode and super passenger coverage capability are powerful excavators.

The Internet is also like a thorny rose. The traditional marketing mode of shoes and clothing enterprises, department stores, and even the brand of shoes and clothing PPG, VANCL and so on have all been faced with different acclimatization. "Whether we can plan the network market with the height of industry and the strategic height of the market, and operate the network market with the mentality of enterprise spanformation and industrial innovation" is the key for enterprises to enter the network market. In addition, there are product positioning, R & D and price system in place, but even if you have done it, it is not enough, because it is internal, is the nuclear energy that supports the development of enterprises, and word of mouth is the main channel of communication, that is, whether we can establish a solid and leading quality image in the induction and recognition of customers is the fundamental of the flow of goods. However,

Chen Zhiming manager said.

VANCL's "product upgrade"

As one of the representatives of online apparel brands, we have seen the rapid expansion of VANCL diversification and the gradual improvement of services in recent years. We also see the difficulty of VANCL in upgrading its brand. If the market is likened to the big cake, VANCL has been fighting against the growth of the PPG since the beginning of the financial crisis. The big cake is in the mouth at the moment. It is playing a very important role in team building, platform services and diversification strategy. But with the instability of the venture capital, the balance of the production chain is still the hidden bomb of VANCL, which is the foundation of the brand. In the future, upgrading the design capability and providing differentiated products will undoubtedly be an important bargaining chip for enterprise competition. VANCL has implemented the international high-end design talents through "bottom up" to enhance product design and R & D capabilities and enhance its brand value. This is of great significance to us. We also look forward to a substantial breakthrough in VANCL.

On the Internet, "VANCL piracy", "VANCL poor quality" and "VANCL size are not uniform"... These comments or for netizens temporarily vent their anger, but it is not groundless.

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At around 9 a.m. in September 4th, the reporter called VANCL's national customer service telephone number: 400-650-7099, which aims at testing the terminal service of VANCL with the draft. There are two points: first, the service consciousness and service ability of the terminal; and the two is the intensity of complaints. After the second call, the service officer reported the completion number and asked what assistance the reporter needed. The reporter pretended to be angry and said, "the clothes have quality problems and the wires are crooked. I want to return them." The service staff said in a familiar tone: "please report your cell phone number or order number". The reporter replied, "it's my sister's order. I don't know the number yet. I'll give it to you again." The service staff said, "OK." Then hung up the phone. Reporters hesitate to hold the phone for a long time. Is this a customer service person or a person who records complaints? Since it is related to service, taking into account the influence of the brand, we need to know the reasons in detail, with some grievances to calm the customers, so as to lay the foundation for the next cooperation.

After that, the reporter continued to dial ten links and did not enter, until more than 11 noon. Reporters answered the phone again, and after entering the service, the service personnel still wanted the phone or order number, without asking for reasons and excessive language.

What's behind the two phone calls? There are many complaints. The awareness of service needs to be strengthened. In May, it was learned that VANCL has already achieved the fitting test service in 14 cities. It is worth considering why there are so many complaints to deal with.

Lining's "complaint door"

Lining hit the Internet Mall first month to achieve a good start, the day sales of 50 thousand yuan. But then, the complaints were involved. As long as you type Lining, Internet and complaint words on the Internet, there are more than 315 N complaints, and all of them are registered on the Internet.

Among them, 315 hotline websites had two complaints information: "I bought two pairs of shoes, and then I opened a look at the pair. I suspected that I was cheated, so I asked the courier to testify to return the shoes, but the seller refused to sign them, and refused to return the goods. (I was called by the courier company to tell me), claiming that they had not received the goods. I think this is a fraud. I hope the relevant departments can give me a fair answer. I wonder if any relevant departments can give me an answer as soon as possible. I have been waiting for nearly 20 days, and I feel so helpless. " Faced with the arrogant and arrogant of the suspected swindlers, the image of the God of consumers is flying away.

A complaint sent to me by my friend is: "in March 6th, on the official online shopping mall in Lining, the online bank paid for the purchase of 3BDC635-1000 Lining bag general leisure LOGO shoulder bag, but the seller cancelled the order, and another order was placed on No. 7, accompanied by a makeup product and the payment was confirmed. But after a few days, by March 11th, they had not filled anything in the time of departure. To make a public announcement: 4006760086, no answer, or no response, or busy, I want to know the information of goods can not, return can not be, there is no place to find an explanation. " The customer is really suffering.

Li Ning Co has highlighted many of these service problems only from offline coverage to online. Industry experts believe that the network is like a magnifying glass, which magnifies the essence of things many times on the through-train of network channels. If we are a service oriented enterprise, we will relatively perfect the service construction in the construction of the network platform; if we are a company with strong marketing planning ability and strong commodity combination ability, we will avoid the inconvenience caused by the activity flow to the customers to the maximum extent; if we are a customer oriented enterprise, we will not ignore the needs and complaints of consumers.

The Internet has become the "exposure stage".

In the interview, reporters remember a sentence, the Internet is a mirror. Very classic. Admittedly, the professionalization of the network market management team, the circulation of goods and the safety of logistics system are the basis for the launching of the network market, which is still relatively unknown to most dealers and needs to be run in. And the operation of light company is not the work of the day and night. It needs enterprises to gradually build up the dumbbell type industrial chain structure and balance it well. But what is worth pondering is, are we ready before the huge cake like the Internet? What are we going to get on the information platform with vertical channels and word of mouth?

A few days ago, the China Consumer Association released the first half of this year's national consumer complaints analysis results show that in the first half of this year, the national associations at all levels received 300346 complaints from consumers. Among them, more than 25 thousand complaints were made for clothing, shoes and hat products, ranking the first place in all kinds of complaints, while Internet service complaints increased by 74.6% over the same period last year, accounting for fourth of the complaints. The main problems of consumers in shoes and clothing categories are broken clothing, broken wires, breakage, fading and shrinkage; footwear products are open, broken, bottom, cross section and decolorization. In fact, whether online or offline, quality and service have become a stumbling block restricting the development of shoes and clothing brands, and become the performance of corporate management and systematic management of shoes and clothing enterprises.

Lack of regulatory mechanism

"Internet complaints remain high, mainly due to lack of supervision, and complaints are often made in white." Ms. Zhang, who works in Beijing Chaoyang Jian Wai SOHO, said that in August 5th, she bought a black Korean evening dress on the Internet. The cotton price was 180 yuan, and the other said it did not shrink. As a result, the water was cut off. The skirt was not long enough. The short skirt became a middle long coat. After coordinating the return of the fruit, Ms. Zhang sent a letter of complaint on the Internet and blog for a week. "Such a lot of things, my colleagues have encountered, there is no way, only to wipe up the eyes, or time and effort to buy a physical store."

It is reported that Taobao and Alibaba are strengthening the platform monitoring autonomy, and the network is also promoting the implementation of the real name system, which may buffer the consumption damage caused by the lack of regulation. In fact, the "big" of the Internet market is based on the prediction of healthy development, and the market will naturally shrink if it destroys. The real development depends on the self-discipline and self-reliance of individual enterprises.