E-Commerce Models For Brand Clothing Online Sales

In the past two years, as China's Internet penetration rate of continuous improvement, online shopping has been the development of strong, according to IResearch data, in the first half of 2008, net purchase of China's market scale has reached 53,150,000,000 yuan, close to last year The size of 56,100,000,000 yuan. The commercial value of the Internet has been more and more attention to the clothing business, many companies have set up websites, network marketing. However, most of the business Web site for information only, the real on-line sales of the very few. Because it seems the majority of enterprises, clothing belonging to the traditional model of the particular consumer goods, experience is important, it is not suitable for online sales.However, with the PPG shirt "Light Company model" into the garment industry, direct sales network in 2007 became the apparel industry's hottest topics. PPG free shops entity, the product of the raw materials, production, testing, transportation and so on all aspects of outsourcing, is responsible only for product development and sales. Use of the Web site, telephone directories and marketing, just for three years, they got into the top three at men shirt. PPG's successful business model is the traditional clothing of the sales model of innovation. It will catalog and Internet sales in the form of the introduction of Men shirt industry, a significant reduction in the cost of the channels so that consumers can buy at lower prices an ideal shirt. As a result, we have such a channel through innovation and success of the direct sales network model called "channel model."Prior to joining the traditional, agent-like sales compared to "channel model" of the advantages is that consumption in the sales channels of low-cost product with a price on an absolute advantage. The advantage for online shopping is very important. Because most people choose online shopping because it is "cheap" and has been attracting. However, this model does not have its own because of physical plant, the supply chain for highly dependent, in the supply chain management, order management does not have sufficient control. If a link in the supply chain problems, will be on sale will have a significant impact. PPG in the near future because of too fast to expand the scale of net purchases, outsourcing and cooperation between enterprises in a number of problems that affect product quality and led to the emerging phenomenon of return users. At the same time, the speed of logistics can not be guaranteed delivery have been caused by slow customer dissatisfaction. Therefore, this type of direct selling companies, the key to success is how to "better integration of external resources" to coordinate the supply chain upstream and downstream operation.In the "light" experience the quality of services, such as bottlenecks, BONO, represented by the traditional garment enterprises have established a direct sales Web site. They learn from the direct sales model PPG, but not entirely copy the PPG, but in accordance with the corporate brand and quality advantages, including building a call center, catalog sales, direct sales network, the stores on the ground, three-dimensional structure of integrated marketing, and from the Improve product quality as well as the pre-sale, sale and after-sales service to start in the fight for human services and personalized, from selling products to selling services to upgrade strategy. This will be the industry's direct sales model is "the product model.""Product Model" in the direct selling business-quality apparel and personalized clothing has inherent advantages. However, the traditional garment enterprises to carry out self-built network marketing Web site also has many shortcomings: First, the lack of network information technology, human resources, to invest in the network marketing too, is bound to affect the original model to expand marketing channels; is the second largest Part of the network of shoppers on the age of 18-30 years old, who plans the shopping is convenient, fast and cheap, so in order to customize Web-based direct sales model, is not popular and prices have advantages.Inspired by the end of 2006 in the home appliance industry to establish a "brand power grid home," In this paper, the establishment of direct selling clothing B2C website of the League of ideas. Specific ideas: from the relevant government departments (such as the garment industry association) to be monitored, by providing clothing brand products, by providing IT network to support a large-scale clothing store B2C Internet shopping, direct sales of the brand seasons with the inventory of products. OUTLETS as the establishment of a network of shopping centers. In this way, on the one hand, for the large number of garment enterprises to alleviate the heavy burden of inventory; on the other hand, the adoption of such a network to disseminate fast and wide dissemination of propaganda platform to expand the brand in the minds of consumers influences. At the same time, there is considerable seasonal product prices are attractive to corporate brands and marketing channels of the original product has been positioning difference between them will not be in conflict. Network, as television, newspapers and the media after the third-largest, is expanding the brand new platform for the dissemination of it to disseminate a wide range, low-cost inputs, targeted, interactive become a strong competitive edge in today's traditional media can not be replaced by information platform As the traditional garment industry, we should seize the trend and actively explore the way clothing e-business applications. Clothing is a network platform for enterprise development can not be ignored on the battlefield!The main topic of the use of market research and comparative analysis of the clothing patterns of the existing network of direct sales advantages, shortcomings in areas such as website design a comparative analysis, and proposed the establishment of direct sales of branded apparel site of the League of ideas and components from the Web site, Product positioning, development, and other advantages in three areas discussed. To explore the use of e-commerce models apparel industry have a certain significance.