What is the way out for the clothing market?

Although the "double two" is not as hot as the "double eleven", it has become another big online shopping feast in the electricity sector.

Click on the shopping website, "double two" activities slogans can be seen everywhere, Taobao, Jingdong and other major e-commerce sites are clearly ready to go.

What is the way out of the clothing market of the Ru song market? How can we go further?

Case 1: garment market pformation to Taobao merchants supplying Europe city to form a complete supply chain.

"European city was stationed in 2011.

There must be a gap compared with the senior clothing market, but now we have made a big adjustment. "

Lv Xionglu, general manager of European City clothing Plaza, said.

Into the European city, everywhere, "Taobao agent", "a replacement", "online shop special" signs.

"Most of the merchants in the European city now supply wholesalers and retailers such as Taobao and Tmall, and have formed a relatively complete supply chain."

Yang Zhenmei, the financial director of the new women's clothing brand "Shu Mi" in the European city, said, "Shu Mi" has its own factory in Zhuzhou, has invited a special model, and also has its own Taobao shop. "Now there are more and more people who want to open online shop, and what we do is to provide the source for these online stores, and also to open channels for their manufacturers."

[case 2] the female brand of Phoenix brand "touches the net" does not develop the electricity supplier with the existing brand, develops the independent brand sale.

In 2005, he entered the Zhuzhou clothing market and founded Zhuzhou native land.

Lv Youhong walked into his tenth year with his "yellow pants".

"Now Zhuzhou's clothing market can call the number of local brands, but only a dozen."

Lv Youhong said that from 2012 to now, garment factories in Zhuzhou have eliminated nearly 60%.

After more than a year of investigation and exploration, Lv Youhong was determined to set foot in the electricity supplier and set up a special team in March this year.

"The first thing to do is to identify the location of the electricity supplier. After investigation, we decided not to sell the network with the Phoenix brand."

Lv Youhong said that women's trousers are more suitable for the pursuit of quality and function of mature women.

Not developing existing brands

What should we do? Lv Youhong said, he led the team to develop an independent brand which is more suitable for the electricity consumer group.

"Most of the online shopping people are young people. This part of consumers pay more attention to feelings than brands, and Huang brand is not suitable for this part of the consumer group."

Lv Youhong said, "after 80 or 90, it is not just the pursuit of cost performance and feeling. If they buy a few times they feel they will be able to come back, so the quality is also an important part of the business base."

[case 3] sub men's clothing "electricity ban" "online is only a channel, the line is always a big head".

From stall booth to open shop as agent, Hu Hongliang

The road is smooth.

In 2003, Hu Hongliang set up the Shanghai Branch International Garment Co., Ltd., which specializes in men's wear in Shanghai.

Now, there are more than 30 branches in Hunan, and stationed in Zai Bai, Tian Hong and other stores.

"We have never done business before, but also prohibited franchisees and direct stores to do business."

Hu Hongliang said, thanks to independent design, independent production and independent sales, the impact of the business is not big.

Do not rush to do business, but also that the road of competition is not smooth.

"Some of the more famous men's clothing brands do not combine with the physical stores to blindly develop the electricity supplier, blindly lowering the online price, which is a fatal blow to the physical store."

Hu Hongliang said that online promotions and activities can be done, but not all of the categories can be put in.

"The line is only a channel, and the line is always a big head."

Hu Hongliang said, even if we open up

He believes that online sales can not affect the offline, "under the online single, if the city has a physical store, sales to the physical store, no calculation of the company's sales volume, so that it does not affect the enthusiasm of the physical store."

Why is Zhuzhou's local dress less famous than Hangzhou women's clothing and Guangzhou dress? Lv Youhong analysis says that this is because Zhuzhou's local market has never been able to move from the market oriented brand to the specialized brand.

"Marketable brands survive by running volume, and most of them are low-grade clothing, with a single effect and a single display of goods.

It has developed a number of franchised stores and franchisees to make the market bigger and marketable.