In The Era Of Electronic Commerce -- Is Wenzhou's Clothing Backward?

In this era of e-commerce, when Electronic Commerce The integration with the professional market of clothing has become an indisputable fact. Whether we recognize the status of the network or not, the separation of purchase and experience will completely change the form of transaction today. Ningbo is in action, Fujian is also in action, Wenzhou clothing willingly backward?

"Go ahead" predecessors

In December 13, 2011, just second days after Taobao's "double 12" promotion, the warehouse of Ningbo hehe Agel Ecommerce Ltd (GXG) was full of SF express packaging carton. This day, Shun Feng sent more than 50 people here to help pack. In addition, there are still a small number of Yuantong Express staff. Normally, there are more than 10 staff members in SF, who are stationed in GXG, and the number of staff is extra when sales are very large. On the most day, Shun Feng sent more than 100 people.

According to the introduction, GXG warehouse has 2000 storehouses per storehouse with 4 storehouses, which has become more and more difficult to meet the needs of warehousing and logistics. In 2012, the company will add more than 10 thousand square meters of warehouses, and invest hundreds of thousands of yuan to introduce conveyor belts to improve the speed of warehousing and logistics.

"Tens of millions of sister" is the name of Li Shujun, general manager of Ningbo hehe Agel Ecommerce Ltd (GXG) in the business circle. Because of Taobao's "double eleven" activities in 2010, GXG was named after its sales volume exceeded ten million yuan in one day.

GXG, the sales leader in Taobao fashion brands, began selling online in August 2010, and sales in 2011 were 150 million yuan. In 1 and a half years, he sold GXG's stock. Although it is unmatched with its sales volume of 3 billion yuan, its development speed is amazing. From the first day of online shopping in August 2010, it sold 16 thousand yuan, sold about 700000 yuan a day to the end of the month, and then sold 10 million to the next day, while November 11, 2011 "singles day", the sales date reached about 40000000.

And Ningbo Bo Yang home textile is now. Home Textiles The sales leader of brand on Taobao, which started business in 2009, has sold 50% of its network and entity sales to 300 million yuan.

Bo Yang's casual wear brand Tonlion also began to do business in 2009. In 2010, it sold more than 200 million yuan, and the sales plan in 2012 was 350 million yuan.

In the eyes of these brand enterprises, the next network sales market will be stronger. In 2012, there may be an enterprise with a sales volume of 100 million yuan a day, and their warehousing can solve and digest the sales volume within 1 weeks.

"In the software park of Xiamen, in the men's clothing brand of Fujian, apart from a few brands such as Li Lang, the rest of the seven wolves, nine herd kings," powerful brands "and so on have been settled in all of them, and have developed into electricity suppliers. In the past two years, there has been a rapid rise of the net men's own brand represented by the" wave number "and" zero men ". At the headquarters of Taobao company, Zheng Chenai, chairman of the Wenzhou clothing trade association, could not sit still: Ningbo was in action, and Fujian was also in action. There were many comparisons between the three costumes on men's wear brands. Is it true that Wenzhou clothing is lagging behind Ningbo and Fujian in this era of e-commerce?

The "epigenetic" of learning

In December 13th, the Wenzhou clothing chamber of Commerce organized more than 60 people from more than 30 garment enterprises to investigate and learn from Ningbo and Hangzhou, and face-to-face exchanges with GXG, Tonlion, Taobao and other enterprises. On the two day's trip, the Wenzhou clothing trade association called it the "business trip".

"Anxious!" Cai Qimiao, general manager of Wenzhou Chuang Tai Garments Co., Ltd., with a burning heart, took part in the Wenzhou Hangzhou clothing trade association's "Hangzhou Hangzhou business trip".

Because of the sale of Zhuang Tai underwear on the Internet, the sale of agents has been hit, and many agents who originally wanted to join the company had to stop shop. The impact of e-commerce on brand entity stores made Cai Qimiao feel the pain.

During the GXG visit and exchange, Li Shujun, general manager of GXG, imparted his experience to his colleagues without reservation. In his view, e-commerce is actually not difficult. The talent of the e-business is not deep enough, so long as we are willing, we can train ourselves. More than half of GXG employees have no working experience, with an average age of about 25.

Li Shujun believes that clothing brand e-commerce prospects are very large, 3 years to do business, shop will not be affected. 3 years later, the brand has established millions of customer resources and can fully promote online brands.

According to his introduction, in the first year of GXG's online product distribution, 90% is inventory, and 10% is synchronized with the physical store (the price is synchronous). The proportion of second years has changed to 70% stocks and 30% networks for new products. After 2012, the online brands will be launched (including men's wear, women's wear, children's wear, home textiles, etc.).

On the two day's trip to Hangzhou, what I saw and heard was not only data but also data, besides speed or speed. Whether GXG, Tonlion or billion technology, every place can feel their attention to data. Whether traditional handwriting statistics or computer statistics, these data always touch the viewers' nerves in the most prominent places.

"The electricity supplier has no mode, which is at a faster pace." This is the experience of Wu Lei, a young man born in Ningbo in 1988, who has been working as director of Taobao network for two years. "Speed" is his biggest experience. Because network information changes very fast, you can get better resources only if it is faster than it. The same advertising, others may have a 100% return, and not fast enough, it will not get the return.

"The electricity supplier should hurry up, the sooner the better, the sooner the better." This is a lot. Clothing enterprises in Wenzhou Boss, the biggest feeling in this trip.

Pan Pingping, deputy director of the Wenzhou Municipal Bureau of Commerce, also believes that the development of electricity suppliers is running against time. GXG's current customers are 1 million, and next year is 2 million. Everyone is fighting for customers and will lose a lot of customers when they arrive late.

Pan Pingping said that the trip to Hangzhou and Hangzhou saw the blowout development of GXG, Tonlion and other brands in e-commerce. The development of e-commerce in Wenzhou's traditional industries is the only way and must be fast. The government will also increase support to support enterprise development. "Start with the clothing industry and try to replicate and promote it in various industries in the future."

Training from "toddler"

"The" electricity supplier Tour "has greatly touched the business, although the electricity supplier alliance has been established before, but this trip will undoubtedly accelerate the operation of Wenzhou's clothing business. Zheng Chenai said.

In fact, Wenzhou clothing has long been in action, but after this trip, it has strengthened their determination.

In February 2010, we saw the speed of the development of the electricity supplier and the great potential of its development. Jiang Hai, chairman of Zhejiang Wan Dian Fashion Co., Ltd., together with Chairman Xu Zhiyong of Zhejiang snow dress limited company, and Wang Jianou, chairman of Zhejiang bagpipe dress Co., Ltd., jointly established billion joint technology to test the water electricity supplier.

Jiang Hai said that although online sales may bring impact to the physical store, it is imperative to develop the electricity supplier. The reason why it is not a single person to do is to join hands with brothers, because it hopes to integrate resources from all sources and have a better foundation, so that the future business can be bigger.

Zhejiang AI Rosen Clothing Co., Ltd. started its e-commerce 3 months ago. The general manager, Zhang Shicheng, said that the prospect of the electricity supplier was good, but the process was very difficult. Once, he wanted to give up, mainly because Wenzhou lacks a strong electricity supplier atmosphere.

At present, the Wenzhou clothing trade association is preparing the "Wenzhou clothing trade association e-commerce service center".

according to Wenzhou clothing Chen Qixiang, Executive Deputy Secretary General of the chamber of Commerce, said that at present, more than 100 enterprises in Wenzhou clothing have joined the electricity supplier alliance. Through the preparation of the electricity supplier service center, the chamber of Commerce, through training, introducing talents, integrated marketing, and other ways, will provide services to the enterprises that join the alliance and make the most effective use of resources.

Zheng Xufeng, the newly elected director general, believes that the magic and useless theory of electric business is a common misunderstanding in the current enterprises. Besides the current good trend, the development of resources, teams and opportunities are very important. "There are many difficulties in doing business. Besides the atmosphere, the most important thing is to stick to it."

More than 20 years ago, a group of entrepreneurs in Wenzhou worked hard in traditional channels, many of which became the "wrist" of today's business community. In the past 20 years, a group of young people may use less time to become the "wrist" of tomorrow, and maybe use the speed that we can not imagine.