Hundred Clothing Brand "Net War" 2011 Autumn New Season

JACK&JONES windbreaker

Reporters learned from Taobao mall yesterday that hundreds of JACK&JONES, Levi's, Metersbonwe, Semir, JEANSWEST, JEANSWEST and other hundred traditional clothing brands with physical stores have crowded out the new clothing products on the Internet for 4 days from August 18th to 22, so as to seize the huge network market.

Just two years ago, the Internet channel is only a supplement to the traditional channels for clothing brand merchants. Merchants often sell off season off-season products on the Internet at a lower discount rate, so as to attract popularity and expand sales volume.

This year, the Internet is increasingly becoming the "second market" for traditional clothing businesses to "seize". Even some enterprises simply move the main force onto the line, without discount or promotions, which has greatly changed the way of network marketing.

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

Network "grab" new products without discount can be played

Thousands of new autumn products, including Taobao mall and so on, involve women's men's clothing, sports outdoor, footwear and bags, beauty and fashion industries. Most of the new brands are clothing brands, and all new products are sold 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.

"The first autumn dress of new products is the most popular design of primary colors and fabrics this year. The quality and quality of JACK&JONES are in line with the international standards of the new products. The pricing of new products is absolutely consistent with the unified pricing of the whole country, and will not be higher than the price below the line."

JACK&JONES flagship store official told reporters.

And many traditional brands in order to grab new Internet products, is the early start time.

The head of Metersbonwe shop told reporters that other brands should not be left behind passively.

However, reporters learned that, compared with the previous business "to force" sales promotion, the autumn new product release, the major businesses "hold together" do not discount, 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 inquiring about most of the traditional brand businesses, the reporter learned that the new products will not be able to get more concessions this year.

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.

Who will change the traditional brand?

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 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, it is inevitable for a clothing brand to stretch out its share.

However, it is not easy to sit on the traditional clothing brand of the solid store and fight for the network sales channel, because this means that the logistics system, payment distribution, marketing service links and even the Department establishment will make a huge adjustment, especially the sales promotion from the end of sale to the new product release. How to make the price of the net product is a big problem. If it is cheaper than the offline store, is it not the right hand to destroy the future with the right hand? If the price is the same as the offline price, how does the network advantage appear?

"To be exact, the traditional clothing brand has been pushed to the position of changing supply and marketing channels."

Su Huiyan, an analyst with AI consulting, said that the Taobao store "grabbed" tens of thousands of new autumn products, which represented the traditional clothing brand putting the network on the same level with the physical store, instead of treating it as a supplementary channel.

It is reported that from 2008 to 2010, most of the traditional clothing brands have "touches the net". However, they used to operate on the Internet special store.

Su Huiyan said that there is another important reason for the traditional clothing enterprises' new products to go through the network channel, namely, "online clothing sales enterprises have not been idle". The online clothing brand, van customer's product, has considered extending the online mode to the line, while Taobao is laying down the actual buying points under the line. The online clothing brands such as Martha Maso and Mcglaughlin have already laid down the physical stores under the layout line. These "penetration" will inevitably have a new impact on the apparel brands under the line. "The new products on the Internet of traditional clothing brands are not only a matter of their own development, but also a game with the apparel brands on the line."

In fact, although most of the new product choices 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.