How Should The Clothes Enterprises Under Ali Surround Think?

　　 Alibaba It has been listed on the NYSE successfully. Recently, the news coverage of Ali has been overwhelming. The reason why it is so widely concerned is not only its important influence in China, but also the first day of opening, and the market value has reached 228 billion 500 million US dollars, so Ali has become the fourth largest high-tech company and second largest Internet Co after apple, Google and Microsoft.

For the Chinese public, it knows more about Taobao, Tmall and Juhuasuan than it knows Ali. In recent years, with the boom of online shopping, Chinese consumers are familiar with and keen on online shopping. In 2013 alone, Taobao and Tmall produced 5 billion packages, accounting for 54% of the total package in China, with 231 million active buyers and 49 active buyers on average.

In such a huge sales market, clothing as one of the subdivision categories of such online shopping platform, through the "super data" technology statistics, in February this year, Taobao and Tmall platform sales in the top 10 industries, women's clothing and men's clothing were among the top two.

and Alibaba Undoubtedly, the listing of Taobao and Tmall on the platform of many clothing sellers, especially those who have been adhering to this platform for many years, have improved the market influence, and even more clothing brands want to test the water on the line. But calm down and think, even if Ali takes the lead in the field of domestic e-commerce, its channel mode may not be suitable for the development of clothing brand. Many clothing enterprises understand the electricity supplier, but only stay on Tmall to open a store. Enterprises should understand what they need and choose the appropriate e-commerce mode.

Therefore, Ali in the prosperity of the capital market, clothing enterprises should think more about parting with others.

Eggs are not always put in one basket.

No doubt, Taobao, Tmall and Juhuasuan have become the main battleground of clothing enterprises online sales, but what can not be ignored is that the electricity supplier market is changing.

The rise of Jingdong, vip.com, jumei.com and other platforms is breaking the pattern of Ali's integration in the PC side, and this is also based on the diversification of consumer shopping choices. In order to meet the shopping needs of consumers, but also for the brand's full channel layout, now some clothing brands began the whole network of large-scale layout of its e-commerce business, and focus on other vertical electric business is also a closed sales strategy for businesses. "After all, the Chinese consumer market itself is very large, and there will surely be different electronic business platforms suitable for different shopping habits, such as vip.com, which is very attractive to businesses." Cord, CEO of Beijing Hua Dian color Clothing Co., Ltd. told the "clothing times" reporter.

Therefore, after many years of Internet practice, some traditional enterprises have begun to rethink their business models, trying to get through the front-end demand chain and the back end supply chain through the full channel electricity supplier, and establish their own business closed-loop, so they will find more Internet contacts. In addition to Tmall, Jingdong, WeChat, micro-blog, App, independent official website and so on, which also changed the previous platform centric mode, enterprises become the main body, the major business platform has become an integral part of its entire business model.

Product competitiveness highlights "small is big".

However, in the tens of millions of registered sellers on Taobao platform, how consumers accurately position the purchased products, in addition to the precise search mode, I am afraid it is loyalty to a specific brand. In the view of Fang Jianhua, founder of the brand, the brand and product are powerful weapons in the network sales force: "the concept of" cost-effective products represents brand competitiveness "," search flow has become the past, brand and product have future "," Internet era is small, that is big, big or small "and other concepts have been verified in the situation of the Internet retail industry.

Cord said, especially after the listing of Ali, its platform influence will enhance the status of traditional brands and attract more customers of traditional shopping. Indeed, relying on e-commerce platform, garment enterprises can achieve breakthroughs through the combination of innovation in specialization and subdivision, and integration with e-commerce. Moreover, the new opportunities for e-business in the future will enable the development of distinctive products and small brands in many parts of China and regions.

And similar to TaoBao The online shopping platform such as Tmall has broken the traditional Chinese business ecosystem, and the commercial era of vertical and "small and beautiful" has arrived.