Clothing Business Is Not Equal To Clothing + E-Commerce.

< p > in recent years, the rapid development of e-commerce has made the traditional a target= "_blank" href= "//www.sjfzxm.com/" > clothing < /a > enterprises have stepped into the online flagship store, the whole platform operation, the self operated mall and so on. Various means are in use, expecting e-commerce to become a new sales growth pole of 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.

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< p > but a situation that can not be ignored is: the impetuous atmosphere of < a href= "http://sjfzxm.com/news/index_c.asp" > e-commerce > /a > also often causes the clothing enterprises to be sold by the sales volume. Only the sales volume is supreme, 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.

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< p > in fact, < a href= "http://sjfzxm.com/news/index_s.asp" > clothing electricity supplier < /a > can not be simply equivalent to "clothing + e-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.

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< p > a clear trend is that traditional fashion enterprises have begun to diversify their way of 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.

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"P", 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."

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< p > analyzing the traditional clothing enterprises that catch fish, it is not difficult to find that they have one thing in common: that is, they operate on line different products or clothing brand marketing which is completely different from those under the line. This is the "network dedicated contribution" or the "sub clothing brand" effect.

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