From Amoy brands to customers to Taobao

Clothing industry, the top traditional clothing giants in Pyramid, occupy a very limited share. So far, apart from Samaso, the heavyweight heavyweight traditional clothing companies rarely appear on the Internet.

At the end of last month, Metersbonwe, who just announced the withdrawal from the electricity supplier, was regarded as a large traditional garment enterprise.

"In the Internet era, e-commerce is no longer a simple selling problem for garment enterprises, but more importantly, how traditional brands exist in the Internet era and how they exist?" the clothing industry observers pointed out that for the earliest e-commerce industry, the electricity supplier path is still the current problem that garment enterprises have not decided and solved.

At the end of last month, the largest leisure wear listed company in the United States announced that because of the difficulty of ensuring profits, the company decided to stop operating the "state purchase" e-commerce business, becoming the first traditional listed clothing company to announce the outage of e-commerce business.

At the beginning of this year, Zhou Chengjian, chairman of the United States and the United States, was also ambitious to say: by 2020,

Up to now, there are more than 3000 stores in the United States and the difference is large. The direct experience of consumers is very limited.

Zhou Chengjian hopes that e-commerce platform will complement each other with traditional channels, and the traditional mode experience of existing lines will also be a fast and convenient mode of wired for 24 hours.

According to Zhou Chengjian's plan, BPO is the platform to realize its e-commerce goals.

In December 18th last year, after six months of preparation, BPC trial run.

Less than a month.

In January 3rd this year, Bong net trading volume exceeded 1000 single, sales exceeded 300 thousand yuan.

Zhou Chengjian's confidence has soars so much that he plans to launch a "double happiness" in August 28, 2011 on the 3rd anniversary of the US bond market.

However, in the month before the heavy capital preparation, the United States suddenly stopped all preparations.

According to the China Commercial Daily, the reason is that the technology flow and existing logistics of the state purchase website can not smoothly and effectively support the influx and demand of large scale users.

In addition, Zhou Chengjian met with Min Jie, vice president of State purchasing department at the beginning of this year, and has not found a suitable candidate until now.

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As a result, after August, the ambitious state buying network began to be afraid of it, and few big marketing initiatives emerged.

There are only a few moves on the us free resources platform, such as micro-blog, micro-blog, and fashion secretary.

In spite of the dilemma, the United States has spent 60 million of its investment on e-commerce for a year.

The funds are obviously not a problem for the apparel listed companies, although Zhou Chengjian realizes that the online investment of 60 million yuan a year has far exceeded the cost of the entity stores that are subject to high land prices.

Zhou Chengjian said that even if the entity store is facing the pressure of rising land costs, "e-commerce seems to be the lightest asset and the lowest cost, but at the moment, no Internet e-commerce enterprise is making money."

Zhou Cheng saw that the cost of electricity supplier investment is rising rapidly.

"One is the cost of obtaining the number of consumers, that is, advertising fees. Over the past three years, the advertising fees that have been picked up by e-commerce have been increased by at least five times. Two, e-commerce is mostly priced at a low price, with no premium capability, low quality and low price, resulting in huge investments and meager profits."

After seeing the above realities, Zhou Chengjian's ambitious e-commerce strategy became "chicken ribs" instantly: huge investment and small profits. In the long run, e-commerce became a "bottle of oil" for the listed companies in the US state, leading to the uncontrollable financial risk of American state and affecting the confidence of shareholders in the listed companies.

In the end, Zhou Chengjian was determined to peel off the e-commerce business and send it to the company's big shareholders.

Although "stripping" does not mean that the United States completely abandonment of e-commerce, its announcement in October 19th also announced that once the market environment and business are improved, the state will enjoy the priority of merger and acquisition once the state owned business has a continuous profitability.

But it is undeniable that the final stripped adjustment announced the failure of the first round of electronic commerce strategy test in the US state. After 60 million of the capital investment and manpower, the US state still returned to the original location of the operation of a separate entity store.