Online clothing marketing: there will be a market for attention

Selling clothes through the Internet has been a long time in the eyes of some well-known clothing entrepreneurs in China. It is "not on the tabletop" sales model. "On the Internet, there are some cheap and cheap things. Even if there are big names, it is inventory." Views are very popular among them, even once very close to the facts.

However, traditional entrepreneurs have had to pay attention to this issue in recent years. At the annual China Fashion Forum, the weight of e-commerce is getting more and more heavy, and Taobao is coming. Where are the customers... These IT The elites are not only young and eloquent but they speak of a world that makes traditional entrepreneurs feel dreamy. And this fantastic world obviously gives them huge capital, which includes not only hundreds of millions of dollars of capital, There are also powerful consumer statistics related to reality or the future. More importantly, these young people are too savvy and they have come to the clothing circle. Not only are they not humbly asking for advice, but they have high-profile downplay: “We are coming!” when these words are somewhat ugly in the Essay of Eslite. When the CEO's mouth was aged, the expressions of the clothing entrepreneurs were not very good either. They either slightly scorned their mouths or frowned slightly.

When PPG collapsed, almost no one in the clothing circle was willing to admit that it was selling shirts. They just thought that it was IT people who bought a ticket for their ambitions. For a traditional clothing company, even the minimum production process and quality of shirts. The lowest standard does not know, but also wants to make money by selling shirts. This is a very irrelevant thing. Therefore, the collapse of the PPG was considered by many as a whispering blow to the unreliable apparel e-commerce. However, VANCL, an e-commerce company that sells T-shirts, came again, and quickly became very popular. VANCL's fame and Taobao’s achievements in the field of apparel network marketing made people quickly forget about PPG, regardless of traditional entrepreneurs. How traditional they are, and the nature of the traders has forced them to think. What does e-commerce mean to them?

As a result, traditional clothing entrepreneurs began to embark on e-commerce one after another. Of course, compared with e-commerce companies' drastic sales of money for advertising, they appeared to be low-key. These low-key performances were: they made a portal of their own brand. The same as not doing; spent a lot of money on e-commerce, but did not dare to publicize any gains; selling clothes on Taobao and other e-commerce made a lot of money but kept quiet. A very important reason for clothing entrepreneurs to have a low profile on e-commerce is that the low price of online sales is certainly a big impact on offline sales of the same brand. They need to go through continuous trials. Now they Basically can give three ways to get on the table: First, online and offline to sell different products of the same brand; Second, the independent registration of the sub-brand online; Third, online promotion of online sales.

Taobao began to raise the barriers to entry. As guests get caught up in the profit-making cycle of e-commerce, traditional clothing entrepreneurs who have always been low-key on e-commerce can finally breathe a sigh of relief. For them, the money is being channeled into virtual networks. It's not as good as a fashionable fashion show. Actually, whether it is e-commerce or fashion shows, for them, it is still in the stage of saving money. But the game rules of the fashion show are controlled in their own hands. After all, the e-commerce business always gives God its feelings. The practical experience over the years tells them that e-commerce and more exciting life-and-death battles are behind us. At this moment, the only thing they can foresee is that clothing will eventually become the main force of e-commerce, regardless of whether the main force appears on the weak side or on the strong side.