The Polarization Of Garment Enterprises' Online Development

According to the statistics of more than 300 members of the clothing trade association of Wuhan, 2011 Hanfu Online sales increased by 50% over the same period last year. However, there is a polarization in the development of these enterprises.

　 Bigger and stronger brand is the root.

For such a polarizing situation, the head of the clothing trade association of Wuhan said: "online sales are the extension of physical sales, all of which are the fundamental role of brands. If the brand rings, customers will naturally search for your products on the Internet. He said that in recent years, Wuhan's clothing has made great progress, and some brands have gained popularity nationwide, but there is still a big gap compared with the coastal garment enterprises. He stressed: "the reason why underwear sales online is good, because the underwear brand in Wuhan is faster than the development of women's clothing.

　　 Brand underwear sells 150 million yuan a year.

A men's thermal underwear with a price of 429 yuan can be bought at 109 yuan on the Internet. The original price of a lady's thermal underwear is 419 yuan, and the online price is 99 yuan.

"Actuarial emperor" Lee opened the online shopping mall of a famous underwear enterprise in Wuhan. Her full screen underwear discount made her eyes bright. It is understood that the underwear manufacturer started selling online 3 years ago. "At the beginning, the styles of online shops and physical shops were the same, but later they found that the Internet was basically sold, and consumers were not curious. Now, enterprises are implementing differentiated marketing strategies. There are no online underwear stores sold in physical stores. Some online stores can not buy them. In addition, the Internet is more high-end and updated. It is equivalent to the new product test area. If online sales are good and then transferred to the physical store, this will reduce risks and satisfy the pursuit. fashion The demand for clothing for Internet users has followed suit orders. The company official said.

It is understood that this enterprise in order to develop online sales, last year also in Beijing, Shanghai, Shenzhen and other places to establish a logistics storage base, the delivery time to the shortest. After more than 3 years of cultivation, the company's Internet sales amounted to 80 million yuan last year.

Different from this enterprise, another underwear enterprise in Wuhan is selling the same products under the Internet. The development of the Internet relies on the popularity and various benefits of the brand. The chairman of the company told reporters: "the radiation range of a physical store is also one kilometer. The radiant radius of the shop is infinite, and the cost is low, so the network will be the focus of our future development." It is understood that last year, the company completed online sales of 150 million yuan, more than doubled in 2010.

　　 Part Women's wear Online sales are not ideal.

However, there are also Han style women's clothing brands, though they have already tried online sales, but the results are not satisfactory.

The chairman of a well-known women clothing company in Wuhan told reporters that the company started selling online three or four years ago, but the effect was not satisfactory. Talking about the reasons, the chairman said that the price of the brand of women's clothing is often thousands of yuan, much more expensive than underwear, and the style is also complex. It is inappropriate to wear the clothes on the customer.