Online Shopping Era: Look At Hangzhou Women's Clothing Business Road
< p > if you ask the owner of the clothing store: why is the business bad now? Almost all of them are the same answer: consumers are shopping online.
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< p > doing shop has become the consensus of the clothing industry. Whether active or passive, it seems to be the only way for an enterprise to survive.
However, the higher the maturity and popularity of the brand, the more frequent the conflict between the online and offline industries. The most direct response is the price, because the price on the Internet is often 1/2 or less.
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< p > How do you expand the online business without affecting the physical store? How do you use the things other than the "low price strategy" to grab the online shopping people with habit ratio? With this question, the reporter visited the two garment enterprises, namely "a href=" //www.sjfzxm.com/news/index_p.asp "Hangzhou" /a "local", one is the 20 year old veteran Hangzhou women's clothing representative "blue sentiment", the other is the rookie brand "seven grid" which started on Taobao, listening to them talk about the road of the electricity supplier.
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< p > < strong > how to balance the price difference between line and line < /strong > /p >
< p > active embrace a href= "//www.sjfzxm.com/news/index_c.asp" > e-commerce > /a > Hangzhou women's dress "blue sentiment", the turnover in 2012 is 50 million, for a brand that started e-commerce only at the end of 2011, this kind of performance is very good.
However, when the founder Qian Feng reported this data, he just smiled, he was not dissatisfied, but felt the bottleneck.
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< p > blue is the brand created by Qian Feng in 1993. It has gone through 20 years.
Compared to sales, Qian Feng cares more about this brand image that he painstakingly will gradually become a "bargains" after entering e-commerce. < /p >
< p > Blue sentiment was launched at the end of 2011. At present, its Tmall store sells two kinds of products: one is the inventory of offline stores, discounted for sale, accounting for 1/3, and the other is for new products developed by women aged 25 to 35. The gap between them is compared with that of physical retail stores (30 to 40 years old), and the price is only 1/2 or 1/3 of physical stores.
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For this reason, at the beginning of the blue line, P set up its own design team, including designers, sample workers, and plate makers, and so on. There were 15 people.
This year's online team designed spring clothes, starting from the beginning of January, and launching a new model every week at the end of February, with a total of 96 styles.
Consistent with offline design rhythm.
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< p > "although there is an independent fashion design team, but in the face of every month, we have to design dozens of pieces, even hundreds of clothing styles, and then the top design team is also at a loss."
Qian Feng said.
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< p > in order to maintain the brand image (fear of falling into low price mode), Taobao's "double 11" in 2012 did not participate in the blue sentiment, and saw 19 billion 100 million sales figures. Qian Feng did not have a heart attack.
Because the sales of blue line 50 million in 2012 only accounted for 1/10 of the line, which is more important? < /p >
< p > Qian Feng now has to take into account the feelings of customers on line.
Many old customers have traced to the online store, but this is also the reason why Qian Feng has a headache, because the online price is only 1/2 or even 1/3 of the physical store.
Brand reputation has become a double-edged sword. On the one hand, it benefits the online operation, and on the other hand, it also erodes the intangible assets of the brand.
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< p > "online and offline are using the same brand, how to balance?" Qian Feng jokes that the brand he created has split up.
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< p > < strong > online store marketing strategy gimmick < /strong > /p >
< p > compared with these traditional brands, the exposure of the seven grid is much higher.
Seven grid public relations manager Xiong Daisheng revealed that the seven grid is the only case used to prove Taobao's success.
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< p > < span lang= "EN-US" style= "font-family: song body"; font-size: 14pt; mso-bidi-font-family: "Times New New"; ""; "
< p > at present, seven grid has accumulated about 2000000 of customers, pushing at least 100 to 150 new models per month.
In the more than 20 departments of the company, the position of product design and page design is the highest. Jiang Haiting, one of the founders and brand director of the company, talked about personality and visual effects most in interviews, which is related to his advertising background.
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< p > 2009, seven grid one million hit Taobao home shop recommended, one hundred thousand yuan, ten times, unknown seven grid was from that time there was a burst of growth.
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< p > for this big gamble, seven grid has been well prepared, for example, the marketing point is designed with a gimmick, called "pseudo trend", but small people can impress others; their benchmark is the fashion brand I.T of Hongkong; when most sellers still "just take a picture on the sofa and sell it to the shop", they signed the new Silk Road champion as the model and signed the exclusive agreement.
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The short hair model, which was used by P, seven, was able to remember this face after browsing tens of thousands of models of Taobao.
"You see a lot of Taobao models show clothes are just a few shapes. Photographers take a picture. It's not the same in foreign countries. If you want to shoot two days, then the photographer has one and a half days to communicate with the model."
Jiang Haiting said with a smile, "seven grid" wants to outsource photography, and is not satisfied and can only do it himself.
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< p > "we need to do what the fashion companies do."
Jiang Hai boat repeatedly stressed that when other online stores are still interacting with WeChat and micro-blog fans, the seven grid invited invitations from its SVIP to participate in the "a href=" //www.sjfzxm.com/news/index_z.asp "Shanghai Fashion Week" /a.
The micro film "sojourner", released in July last year, reached 1 million in two days.
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< p > at present, it seems that seven grid style is very handy.
Its hard gas is based on sales of 350 million in 2012.
This is just a brand that has been established for less than 4 years.
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< p > < strong > let online shop become the "foreground" /strong below /p.
< p > > don't look at the seven brand of the Amoy brand. It's full of success. Jiang Hai boat reveals that in the near future, the seven grid will also open a physical store and is already looking for a store.
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< p > think about it. You get all kinds of information in the seven grid shop, try fitting in the physical store, and deliver the goods directly after placing the order.
This is the popular concept of "O2O", that is, through discount, information, service reservation, etc., the message from offline stores is pushed to online shoppers, so that they can be converted to their offline customers, making online stores the "foreground" of offline pactions.
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< p > Qian Feng also hopes that O2O can be realized at an early date, so that there will be no need to consider the difference between online and offline. A team will have a train of thought and no need to worry about the erosion of the brand.
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< p > recently, the media reported that Bonobos, the largest online apparel brand in the United States, opened 6 physical outlets at a stretch, not only Bonobos, but also the world's largest auction site eBay, which began planning and investing in physical shops.
Because Retialnet, who specializes in retail marketing consultancy, points out that in most countries, online sales still do not exceed 10% of the total retail sales.
This is mainly because consumers complain that there is a gap between "physical description and webpage description", and return is a troublesome matter.
This has become a fatal injury to online shopping.
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< p > Bonobos regards the entity store as the carrier of brand spirit. The most direct way is the one to one VIP service to satisfy the customers' need to be "valued".
This just confirms the view of Qian Feng, an old designer, that consumers need not simply "buy clothes to go back and wear them", but rather a very emotional thing. It is a complex and delicate feeling of vanity, visual impact and so on.
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