Clothing Business Enterprises Will Welcome The Big Reshuffle

The fourth China clothing (000902, stock bar) business summit was held in Shenzhen recently, including more than 100 clothing e-commerce enterprises including Taobao mall. The remaining wave of "double eleven" promotion activities is still in existence. This makes the online shopping clothing brands have a clearer understanding of the problems and future development direction of the current e-commerce development.

With the rapid expansion of the coverage of e-commerce, the electricity supplier as a sales platform also has a distinct media attribute. The electricity supplier not only helps the manufacturing brand to achieve sales, but also provides a new platform for brand building. Those manufacturing brands that specialize in marketing on the Internet and e-commerce platforms are expected to impact on traditional manufacturing brands, thus making the original brand structure reorganized.

New model of brand building in the new media age

The relevant data of CNNIC show that the scale of China's network video users has reached 240 million, which means that compared with newspapers, magazines and other traditional elite media, the Internet media also has a relatively stable user population, and has become an important position of brand operation. The new media era of Internet media communication is coming out.

With the maturity of e-commerce mode, the online shopping mode has changed the business mode of traditional retail industry more subversive.

Zhang Chuan, director of Taobao mall, said: "the status quo of Taobao mall's soft department stores is low end brands and low price especially many, forming a Pyramid, the vast majority of businesses are at the bottom." He believes that in Taobao, such a platform for electricity providers, massive traffic base to a certain extent, for the creation of new brands to provide opportunities.

Gold brand founder Kim Guang said that in the clothing e-commerce, the next three to five years will be Taobao's online brand collective rise stage.

Compared with the brand formed under the traditional media conditions, in the information age, the formation of enterprise brand has been transparent, consumers no longer "branded", but played the role of "enterprise censorship" in the process of brand formation. The product details provided by any enterprise that consumers experience and contact will be magnified. All kinds of "micro information" produced by enterprises in terms of intelligent recommendation, sales ranking, product experience and consumers' oral feedback, will be truthfully retained on the Internet and become a reference standard for consumers to choose products. The thickness of the "micro information" accumulation, that is, brand awareness, is an important yardstick for the brand to be known to users, and even a key weight for the rise and fall of enterprises.

Zhong Tao, the operator of the seven wolves, said that the brand is the product of the enterprise and its relationship chain and consumers. Therefore, the word of mouth description of consumers is critical to the development of the electricity supplier and the formation of the brand.

Old brand needs to foster strengths and circumvent weaknesses in the era of e-commerce

Consumers' attention to brand has also changed. Especially in the group dominated by Internet communication, although the traditional brand still has high brand value, its importance and attractiveness decline is an indisputable fact.

Lining, director of the electricity supplier Xu Jin, believes that the gradual maturity of the e-commerce market presents the situation of three pillars of the electronic commerce platform, the network independent brand and the independent brand. The traditional superior brands begin to rely more on the platform to develop e-commerce. "Brand Company's entry into e-commerce requires four core competencies: cross channel integration, 360 degree maintenance of brand experience capability, fast supply chain response capability, ability to recognize and understand customers, meet individual needs of customers, and IT technology." Xu Jin said.

Liu Weiwen, deputy general manager of JEANSWEST group, also said that the construction platform is not good for the traditional brand clothing, and the mature third party platform, such as Taobao and pat, can foster strengths and circumvent weaknesses and give play to the existing advantages of traditional brands.

E-commerce online shopping mode plays a dual role

In fact, the electricity supplier is not only a sales channel, but also a platform for brand building. The media attribute of the electricity supplier is more distinct with the increase of traffic volume. The accumulation of "micro information" generated by the cross interaction between consumers and enterprises will largely determine the product's awareness and popularity. In addition, the accumulation of "micro information" surpasses the limitation of time and faithfully records the history of brand development.

Zhang Chuan pointed out that "analyzing data and directing marketing is very important. It has a direct impact on supply chain integration, marketing methods and marketing tools."

The dual role of the electricity supplier makes the brand sold by the electricity supplier channel kill two birds with one stone, spreading both the brand and the sales performance.

For the existing brand of the manufacturing industry, the electricity supplier era is a double-edged sword. Opportunities and threats coexist. The change of the industry pattern is inevitable, and the steady pace in the electricity supplier channel will take the lead in the reordering and restructuring of the industry.