To Bind The Accelerator, &Nbsp Must Be Spun; The Spinning Company Should Test Its Endurance.

It is necessary to maintain absolute confidence in the e-commerce market, while also allowing traditional textile and clothing.

"Everyone sees the opportunity for e-commerce to be very large, but if you always stay on the agenda of the board of directors, the opportunity will always be yesterday."

At the end of the March China clothing forum, Zhong Kaixin, President of V+ mall, admitted.

In her view, e-commerce is not only a new concept of raising the share price of capital market, but a channel change that can bring substantial sales promotion.

President Zhong Kaixin's view coincides with the series of actions in the listed textile enterprises.

Before and after the Spring Festival this year, more than a dozen sports brands such as Lining, Anta and XTEP have met with Taobao platform staff. The theme of the discussion is how to promote the construction of network distribution platform.

"E-commerce will be the strategic focus of the group in the next three years."

Ding Shuibo, President of XTEP (China) group, predicts that XTEP will achieve 200 million sales in Taobao distribution platform in 2011. "Within two years, the sales volume of Taobao distribution platform reached 10% of the total sales volume of XTEP group."

Internet distribution breaks the geographical and family status

Li Ning Co has always been a pioneer in the textile and garment enterprises involved in e-commerce. The initial intervention has been synchronized with the official online store and Taobao flagship store.

Before Lining officially entered Taobao, Taobao's C2C platform had hundreds of bad sellers selling Lining's products.

Lining Taobao flagship store was first faced with fierce competition with these irregular forces. There seemed to be only two alternatives: "clean up" and "no clean up".

After quietly launching the distribution platform in Taobao, Li Ning Co changed its thinking, and there were third schemes.

Some of the 300 500 irregular troops on the C2C platform have already accumulated a large number of loyal customers and have good reputation. Instead of killing them all, they choose to make better use of their strength and use it as their own, and use Taobao's distribution platform to move offline distribution to the network.

Under the guidance of this idea, Li Ning Co has incorporated hundreds of high-quality sellers, authorized and provided the supply system to them, and developed them into Li Ning Co's network distributors and franchisees, becoming a well regulated regular army.

In the contention of terminal channel expansion, network distribution shows an unparalleled advantage: completely breaking the geographical restrictions, without considering the risks such as regional and investment, and the cost of storefront fees, inventory fees and so on, so that the brand can better control and manage the source of goods.

As the distribution system matures, Taobao is helping more textile and garment enterprises expand online.

BELLE, Lining, XTEP, Bosideng and other brands joined the sales line, and sales climbed all the way.

At the end of March, BELLE International announced its 2010 earnings report. Its net sales revenue was more than 100 million yuan. The group said that the current sales of the network accounted for less than 1%, but it is expected to increase to 20% in 3~5.

Zhao Xuejun, manager of e-commerce Department of Bosideng group, said that the sales volume of Bosideng in January this year increased by 596 times compared with the sales in February last year, and is very optimistic about Taobao's distribution mode.

"XTEP will invest a lot of resources and energy, including market input and product lines exclusively for network distribution channels."

Ding Shuibo, President of XTEP (China) group, said.

Taobao in the distribution mode, on the one hand, helps suppliers quickly find quality distributors from Taobao's nearly one million sellers, so as to realize the rapid establishment, management and operation of network sales channels.

On the other hand, distributors can use Taobao distribution platform to find suppliers more easily and get the source of goods.