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More Than 100 Brands "Seize" The "Second Market"

2011/8/22 8:52:00 54

JACK&JONES, Levi's, Metersbonwe, Semir, JEANSWEST, YISHION and so on, hundreds of traditional clothing brands with physical stores, crowded in August 18th to 22 days on the 4 day to issue new clothing products on the Internet, in order to seize the huge network market.

This year, the Internet is becoming more and more traditional.

Clothing business

To "seize" the "second market", and even some enterprises simply moved the main force to the online, no discount, no promotion, greatly changed the network marketing ideas.

Insiders say that this represents the growing maturity of the traditional clothing enterprises' network marketing channels.

Thousands of new products fall into the net sales channels, involving women's wear, sports outdoors, footwear and bags, beauty and fashion, etc. most of the new products are commodities within 30 days after the first sale of the brand line.

Some brands choose new products such as Metersbonwe, Semir, JEANSWEST, Levi's and so on. Some businesses such as thermal underwear, Yu Zhaolin, and Fang Li Fang have launched new products specially designed to completely distinguish the offline products.

However, compared with previous businesses, "giving power"

Promotion

This autumn, new products are released, and the major businesses are "holding together" without discount, and the price of new products is basically flat with the line.

"Because the production standard, cost and quality are all different from the new products under the line, it is very difficult to maintain the consistency between the online and offline channels in the new product release."

After asking most of the traditional brand businesses, I learned that this year's new products will not be able to offer more concessions.

Only some businesses said they would try to adjust the net sale price of some new products, and lower their online starting price slightly below the line.

According to the survey results of Zheng Wang consulting, the scale of online shopping in China in 2010 was about 498 billion yuan, accounting for 3.2% of the total retail sales of social goods in China, of which 77.4% of consumers bought clothing online.

According to the international report on China's online retail market trend forecast 2009-2012, the sales volume of China's online retail market will reach 713 billion yuan in 2012, and the amount of clothing online shopping will account for 1/4 of the total market.

In the face of such a cake that can tap the potential,

Clothing brand

Reaching out to share is a must.

It is reported that from 2008 to 2010, most of the traditional clothing brands have been "touching the net". In fact, although most of the new products in the quarter are not discounted, the price has not been as high as before, but rather a moderate price.

"Whether big brands or small businesses, they spend a lot of money every year on new clothes launches. New products on the line need to spend a lot of money on advertising, and through online marketing, they save conventional fees and publicity costs for brands, which will be directly reflected in the pricing and profit making of new products."

A head of Semir fashion flagship store said it would reduce unnecessary costs and drive prices down. This is also the key to the game between traditional clothing companies and online clothing brands.