With the clothing direct selling platform BONO of the wedding bird, YOUNGOR and other traditional clothing enterprises have entered the field of Internet direct selling, the domestic clothing direct selling market is entering an unprecedented prosperous period.

With strong productivity advantages, product design advantages, and fast response supply chain management advantages, BONO not only brings the quality of the B2C industry to a steady wind, but also leads the industry to the nature of changing with demand.

Quality is king.

In the face of the competitive advantage of the direct selling shirt seller, BONO did not adopt a follow through strategy.

For example, although it also uses online shopping, directory sales, call center and other direct marketing tools, but did not product R & D, manufacturing, logistics, sales outsourcing.

This once brought the bad comment of "heavy company", but as the clothing direct selling market gradually changed from the early rugged management mode to the quality King stage, BONO, as a late seller of the direct selling industry, is showing plenty of energy.

At the very beginning, BONO adopted the strategy of technical quality barriers, relying on product quality and product design to win customers.

BONO can not only provide customers with excellent fashion design, excellent product quality and personalized service that can really exert the potential of network interaction, but also the price is very low.

In Songjiang, Shanghai and Wenzhou, Zhejiang, BONO has two modern production bases covering more than 300 mu, and 10 world-class production lines in the 200 thousand square meter workshop, which undoubtedly make it sufficient control over the supply chain and quality of products.

Strong production capacity and fast response supply chain control also enable BONO to quickly adjust its product structure according to the fashion market trend and user taste changes, thus achieving zero inventory and on-demand customization, which greatly reduces inventory cost and reduces capital risk.

Return to the essence of industry

Lang Xianping, a famous scholar, pointed out in his book "essence IV" that the essence of the clothing industry is fast rather than preemptive.

The reason is that the demand in the clothing market is changing at any time, and enterprises simply can't understand what kind of clothing the market needs and how the fashion trend will evolve.

Since we do not know the user's current preferences, trying to innovate in style is like cutting the boat and pursuing the sword. The only sensible thing is to change with demand. According to the current trend of the best selling clothing, we have to develop the clothing styles, and quickly imitate all kinds of fashion costumes and push the new products to the market when the consumers' needs have not changed.

The shorter the lead time, the better we can grasp the market pulsation and win the market.

According to the introduction, the leading time of BONO is only more than 10 days, while the average leading time of domestic similar enterprises reaches two months, which enables BONO to grasp market demand more quickly and rapidly realize customized service based on standardized production.

Analysts believe that as more traditional clothing enterprises participate in the competition of online direct selling, the price war, advertising war and outsourcing mode that once used to be a direct selling tool will no longer constitute the core competitiveness.

If the enterprise lacks core self-reliance and controllable system in design, manufacture, quality and customization, it will be difficult to attract consumers for a long time.