Online Fashion Stores geometric settled the price?
In Ereli 2008 Chinese clothing e-commerce reports, a few figures are sufficient to make clothing firms marketing personnel staggering: in 2008 the domestic online trading volume of 17.1 billion yuan apparel, an increase of more than 120%, is expected to retail in 2012 Network Apparel will account for 10% of Chinese apparel retail market size, reaching about 200 billion yuan.
In the consumer driven market demand, the network has become a new channel for apparel sales. To Chihiro network represented by the emergence of online fashion department store, not only for consumers to buy clothing on the Web have a new experience, but also reduce the mass clothing brand with the network distance. However, how high the threshold of the network department stores? How involved in the marketing? How to pay and reward? Whether there is a certain degree of operational risk?
By the end of April, a web site up in many people’s computer shoppers are passed around. A few days of effort, Chihiro network addresses, they began to be a large number of small white-collar workers who love brand-name collections. Lunch break of an hour, it can be thousands of fashion brands in Europe and the United States and South Korea to select jackets, dresses, shoes, sunglasses, which were only introduced in a magazine brand, with such a friendly and approachable price pegging on the page time, many girls are beginning to uncontrollable mouse hand. Following the transaction, 7 days, you can receive from overseas products.
Fortune 500 companies invest in South Korea’s SK Telecom to create China’s largest online fashion mall department store – Chihiro network in Beijing Zhengshishangxian a daily basis since doubled the number of registered members. The current station to be in the main high-end brands, such as GUCCI, ZARA, DNKY and so on, up to tens of thousands of pieces of merchandise total. Chihiro Network CEO GUO Hong Chi told reporters that beginning in May, Chihiro net investment will be for the domestic market is expected to be around 50 fashion brands to enter China’s Spirited Away.
Online fashion department stores have long been popular in Europe and the United States and South Korea, a number of international brands have a special department, every day they will sell the specified product supply network to the global network of several major department stores. For the Chinese brand enterprises, the network is still only a propaganda platform, few companies use the Internet to achieve sales growth. Talking about the building of the network channels, but there is a lot of problems. In this regard, Guo-Chi also hope that through some real data as well as other overseas brands with the network department successful model of cooperation, to dispel the concerns of businesses.
Internet sales will impact on our traditional channels?
When the fashion market, the main body of consumers from the last century, 60’s, 70’s crowd transferred promptly to the 80’s when the Internet business opportunities difficult to contain. In Taobao shop, as long as the market best-selling brands, are difficult to find. Department store hundreds of pieces of clothing, dozens of blocks of the Internet will be able to Amoy, many apparel brands have to pursuit and interception, lest the network become a source of disruption of normal market.
In this regard, Guo Chi said: “The deal with non-French sell like water resources, nor can it block blocking is only to the product of a legitimate network of sales channels, like the consumers of these brands will naturally transfer front, counterfeit or non-normal channels, the Internet sales products will disappear. If there is a demand of consumers, then as a brand enterprises, it is necessary through the rational way to satisfy consumers. Compared with the traditional department store channel, assigned to the network department store cheaper, do not need to account for stock pressure without the need to publicize themselves, but also do not need large sums of terminal input costs, the profits are correspondingly much higher. in the formal network of department store sales,
Will become a complement traditional channels, but will not be hit. In this case, create a network of fashion department stores, to clothing manufacturers to develop a new way of thinking. ”
Start looking at 200 million passengers fought to buy clothing online, for enterprises, is absolutely irresistible fact. But what manner to Internet sales? How to avoid the risk?
Construction of the network channels, the extent of risk?
Domestic apparel sales from the current models of the network, enterprises generally have two options, one self-built channels, in the PPG, driven by a number of brands to join them, but Guo Chi believes that this can only be a small number of companies can target prices and , “the cost of self-built channel of which is obvious to all, for now, is still a small number of successful, tens of millions of hundreds of millions of sales is difficult to directly proportional to the input, the greater problem is the construction of a professional team, so , some traditional brands is difficult to make a difference in the self-built network of channels. ”
There are some companies is to choose a network distributors network marketing, most of these dealers in order to Taobao C2C business channels such direct communication with consumers in the credit guarantee and brand image are also uneven, for many well-known brands , in the C2C platform, launched on product sales, is not a sustainable development strategy.
Guo-Chi told reporters: “Spirited Away the emergence of network to meet the domestic high-end consumer groups on quality of life and life quality of consumer demand, in the course of business also insisted on two main purposes: First, to strive to provide consumers with high-quality concessions, full The authentic interpretation of the world’s fashion brand; Second, follow the differences in service philosophy, Chihiro network committed to 365 days a year × 24-hour online waiting for the consumer advisory, providing attentive service, while non-users intentionally damaged merchandise Chihiro , in the prescribed period, can be returned unconditionally. It is for this,
Chihiro network to a unique business model has greatly B2C e-commerce businesses to fill the domestic blank in this field. ”
As the Internet means to weed out the store and offline distribution channels, such as hard costs, better able to make harmful to consumers. The rise of online fashion department store that would give full play to the advantages of Internet sales, increased sales of branded products to and control capability. However, if Chihiro settled in such a fashion department stores online threshold will be high? Have to pay a high cost?
Assigned to the network department store how high the cost in the end?
Chihiro network from the current commodity structure, American and European brands on average a thousand dollars, while South Korea will become more competitive brands, such as the joojiral brand shoes, a pair of very fashionable, the price of fish head less than 300 yuan. What kind of Chinese brands is suitable in this sales?
Chihiro network according to a survey, Chinese consumers are increasingly sophisticated network of consumer awareness, the net purchase commodity prices rising, the demand for branded goods have also shown an unprecedented growing. Therefore, the Away Network is based on the needs of target consumer groups as a guide to stations built products. For domestic brands, in addition to some features of the new brand, most of the traditional market is the main selling brand. Compared with the traditional department store department store network, not restricted by space and can accommodate more brands, and manufacturers operating costs are lower. But Chihiro between the network and the brand will also make rules, in ensuring the brand earnings with the mall the same time,
Give consumers online access to more competitive products.
For Chinese clothing enterprises, are aware of the development prospects of Internet sales, but how to make digital product, still restricts the brand enterprise “OCS” pace.
How to make digital product?
“Spirited Away Network can be responsible for most of the work of digital product manufacturer, we have a dozen teams, with professional models and professional photographers, makeup artist, to a different vendor companies, to assist them in product photography. with professional skills, to demonstrate product features, increasing consumer desire to buy. the digital product, for many foreign brands in terms of not a problem, but the domestic brands, the short term, the formation of such a professional team has problems, we will support a time, and actively planning workshops in various places in order to work more easily. “talking about digital product, the
Guo Chi on their current team of professionals expressed satisfaction at the same time, this is from the dual aspects of consumer and vendor feedback received.
With Picture boarded the online shopping mall, the next step to begin the sales and logistics links. “Spirited Away has been in South Korea, Italy, the United States established a goods transit and other areas of logistics centers in the country built Chihiro network dedicated logistics center, so that domestic consumers access to foreign fashion goods faster and more convenient. Manufacturers These products can be placed on Chihiro net the Treasury, direct sales from the Web site, packaging, distribution; also be placed on vendor’s own coffers, received orders, out of libraries, sent to Chihiro transit warehouse for packing and distribution . ”
Since there is Internet sales space, but also its own products and brands cultural integrity of the show on the network terminal, but also by a network of retailers to carry goods deposited in the logistics and distribution, then what manufacturer the problem?
How could he make the brand and products stand out?
At present there are about a variety of products in the Chihiro tens of thousands of online sales, and is updated monthly rate of about 400 models, in a dazzling display of nearly a thousand fashion brand, the actual can be the main push of the dozens of brands, however, who entered the main push the field? Which products can get from the previous section 10000 is absolutely concerned about this?
Guo-Chi told reporters: “The vendor is actually very simple terms, is to provide the most competitive products. In Japan, South Korea to push a lot of sites on a regular basis of limited international big-name product, price as low as two, folded, in a time limited sales, many consumers are buying in advance to wait in front of the computer, it is not only a promotion, but also allow consumers to feel the charm of net purchases of measures, and constantly click refresh to get lucky, is a very interesting thing. ”
Chihiro network in the main page, regardless of the brand in South Korea or Europe and the United States branded zone area, there are popular brand rankings, this is not only defined by Chihiro popular brand, is based on the orders of consumers as well as click-through rate of the decision. Which brand has the product advantage, price advantage, it will naturally increase the opportunity to stand out.
How to complete after-sales service?
Now, regardless of the network channels or traditional channels, service is to maintain the link between brands and consumers. In the traditional department stores, brands can end sales staff to the service concept of the brand passed to consumers, is on-line department stores and how we proceed? Guo-Chi told reporters: “Chihiro all the customer service network, are those who brand service delivery, e-commerce a very important issue is the user experience is equivalent to physical shop services, environment, commodities and other comprehensive experience. To this end, Chihiro Network In addition to price, quality, on protection, more attention to the target users enjoyable shopping experience.
Ease of online shopping process, merchandise the true extent of digitization of information in support of a variety of payment methods, fast, and so details are contained in the logistics network services Chihiro scope of consideration. I have mentioned above, the unconditional Returns, not only guaranteed Chihiro network’s brand image, but also in sustaining the image of the brand manufacturer. ”
One month from the operations point of view, the current Chihiro network chargeback rates of around 10% for this figure, GUO Hong Chi think that there is room to narrow: “net purchase chargeback rate of 10%, do not rule out a client to see the picture sense of the actual products are different, but mainly because at present the main Chihiro overseas brands, often there is a product with different countries around the world online department store has a sale, so it is difficult to avoid stock-outs. We are also actively working with overseas vendor negotiations to solve this problem, while gradually improving the display of goods for sale details, including different color, size models dressed in effect, and allows buyers to comment, etc.
Have helped to increase consumer satisfaction. ”
The unconditional return, for Spirited Away Network is a great loss, but can not put these additional services, pass on the costs incurred by manufacturers and consumers, which is upheld by Guo Chi philosophy. “We are back an order, the loss was 45% of turnover, but why I still insist on an unconditional return it? Is to increase the customer experience, satisfaction with the process, to spread word of mouth effect. China has exceeded 300 million Internet users, e-commerce applications now enjoys popular support. the future of this market will be enormous. The development of e-commerce industry will gradually transition from the entry-level price competition is up to the value of competition,
We must provide more added value. “This is Guo Chi’s insistence, but also the future of e-commerce industry, a step that must be taken.