Shaoxing: Transformation Of Domestic Sales, Network Sales Into A Marketing Breakthrough
From export to cooperation with national agents
For the domestic market
In the first half of this year, relying on more than 10 online store resources such as Taobao mall to carry out network sales, this is the sales track of Shaoxing orient warship clothing company, and it is also the track that many garment enterprises are experiencing.
As we all know, clothing manufactured by Shaoxing county has always been mainly exported. However, because of its OEM processing, the bargaining power of products is weak. Many enterprises are operating in small profits. Especially after the subprime crisis, the foreign market is stagnant, and the cost of domestic labor and raw materials is rising.
To this end, the pformation from export to domestic sales has become the only way for many garment enterprises.
At present, Shaoxing garment enterprises seize the opportunity to test the water.
Internet sales
On the Internet, set up a clothing exclusive shop, selling independently designed.
clothing
The product has become a breakthrough in opening the domestic market.
Clothing companies online shop
Enter the domestic market
Zhejiang Lang shar Wei Di Clothing Co., Ltd. is a famous clothing manufacturer in Shaoxing county. Last year, the company exported its own export volume to US $18 million 510 thousand, and several of its brands entered the European and American markets.
In April of this year, "Langsha", which was mainly exported, invested 4 million yuan and opened a "Ranshall clothing franchise store" on Taobao mall.
The same is the production enterprise, similarly sells its brand on-line, "the eastern ship" carefully selected more than 10 net shops to cooperate, sells its "U. U. FOX" leisure men's clothing.
"Sales of online stores are good," said Zhang Libiao, general manager of Dongfang warship clothing. Since this year, the net sales have accounted for about 50% of the total domestic sales and gradually increased.
trend
。
Reporters learned that many clothing enterprises in Shaoxing county this year quietly test the water "shop" business.
In this regard, the industry believes that online shop less investment, low risk, Shaoxing clothing enterprises to expand the domestic market, a "springboard".
Low investment and low risk
Profits are relatively high.
The export of OEM is a small profit for many enterprises.
Management
Or even no profit.
Under this pressure, Shaoxing clothing enterprises create their own brand and expand the domestic market.
However, it is not easy for garment enterprises to open up the domestic market. How does the County garment enterprises that are just beginning to survive in the old clothing enterprises? The online shopping mall has many advantages such as small investment, fast sales, low stock and so on. It can also expand the brand influence and become one of the domestic selling modes favored by garment enterprises.
"The same product, net sales, net profit is 10% higher than physical sales," revealed by a man's clothing manufacturer.
The operator said that even if faced with the sale of entities such as agents and wholesalers, enterprises need a lot of operating costs, such as personnel management and exhibition layout, while online stores only need to invest in selling software or shop stalls. These costs are greatly reduced compared with the former, which are all direct profits of enterprises.
At the same time, there are also clothing business operators, clothing enterprises to expand the domestic market, relying solely on online shops or far from enough, really want to start their own brand clothing enterprises, but also need to increase the publicity and maintenance of the brand, to enhance brand awareness.
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