The Annunciation Pioneers Do Not Do Martyrs Test Water E-Commerce

In the "economic slowdown" brought about by the global financial crisis, a batch of batches of small and medium-sized garment enterprises have experienced abnormal "death." At the same time, we accidentally captured that some old traditional clothing enterprises in Zhejiang have already begun to actively explore new business models.

There is no doubt that in the face of the appreciation of the renminbi, the rise in prices of raw materials, and the obstruction of exports, the channel has become the biggest weight for market competition for apparel companies.

As a result, the apparel e-commerce market has high hopes.

Veteran enterprise good news wading network direct marketing

When it comes to e-commerce direct sales, we must mention the once-popular "PPG model."

At the end of 2005, PPG turned out: no store under the line, only through mail-order and online outlet shirts; no production of shirts, outsourcing production and logistics.

It is such a "light company" that realizes an annual sales of over one billion yuan, which is amazing.

After the PPG myth was exposed, many clothing industry capital turmoil, traditional clothing companies for direct marketing "light companies" counterattack is even more direct. Among them, the most concerned is Wenzhou's Baoxi Group.

In April last year, "Annunciation" announced that its listed company spent 122 million yuan, from Wenzhou Bo Rui Tomorrow Industrial Investment Co., Ltd. to acquire 80% stake in Shanghai Bao Bird Garment Cable Co., Ltd., and thus become the only shareholder of Bao bird clothing. However, in July 2007, Baotou Costume had just established a wholly-owned subsidiary, Shanghai Bao Bird Textile Technology Co., Ltd., and launched its sub-brand BONO through Bao Bird Technology. The Annunciation successfully implemented last year's acquisition. Out of the first step in wading menswear network sales.

Insiders pointed out that the selection of the sub-brand BONO of the Annunciation to open up the online direct sales battlefield has far-reaching considerations. Prior to this, Bao Tiao has always served in the customized market for business wear. The majority of customers are group purchases and companies and government departments with special requirements. There is no direct conflict with the Annunciation brand that belongs to the Annunciation Group. The BONO direct sales face the middle and high-end consumers in the first- and second-tier cities, and it will not be in direct conflict with the original Baoji's customized clothing market.

BONO model: brand concept + IT technology

“BONO and PPG are two different business models. Different from the impact of PPG on the price of consumption, our strength lies in the good production technology, fabric production base, design team, and reality shop of Baoxiong.” In an interview with a reporter As the CEO of Bono Group's e-commerce direct sales brand BONO, Wang Linlong has always emphasized that BONO has its own physical advantages.

He explained that although in the marketing front, BONO also uses online shopping, catalog sales, call centers and other direct marketing methods, but in the marketing back end, BONO also has a strong "entity" - in Shanghai Songjiang and Wenzhou, Zhejiang, the company It owns two major modern production bases covering an area of ​​300 mu. There are 10 world-class production lines in the 200,000-square-meter plant and a design R&D team led by Giovanni Neglia, a famous Italian craftsman with 46 years of professional experience. .

"General direct sales 'light company', its backbone is usually only IT technicians and network sales personnel, but did not really understand the product and process of R & D experts." Wang Linlong said that consumers buy e-commerce products, the beginning is early adopters, can Once you find that the quality and color of the purchased product do not meet your needs, that enthusiasm will cool down. For enterprises, the thorough outsourcing of production processes may result in the inability to fully grasp the core processes and the lack of quality control systems. Sales volume has gone up, but the quality problems have become more and more prominent and it has been impossible to retain repeat customers.

Although it has been a long time in the field of B2C, in the eyes of Wang Linlong, from time to time reveals the prudence of traditional clothing companies. “Apparel companies must have accumulated, e-commerce is only a means, the essence of clothing companies is still the brand. It is impossible to use a technology or a venture capital to complete the accumulation of a brand for decades.”

Wang Linlong disclosed that the company had been doing "internal work" for the whole year last year and improved the entire logistics system. Although during this period, several venture capital projects found BONO, he was rejected.

"The Annunciation Bird is pursuing a healthy and sustainable development philosophy. We must be 'avant-garde' instead of 'martial'." Wang Linlong said that because the financial crisis has not yet shown its impact on the real economy, the economic situation is not yet. Under clear circumstances, BONO will never take great risks to pursue rapid expansion. Because any idea of ​​quick success and instant benefit is not feasible.

Complete the "online" to "offline" flexible interaction

Today, PPG has been declining due to problems in the capital chain, but BONO's steps seem to be getting more and more stable.

Due to the impact of the global financial crisis, rents for commercial buildings declined. At the end of last year, BONO set out to launch Bono Fit branded offline community custom shop, and successively opened five stores in the commercial core areas of Shanghai, Beijing and Shenzhen.

“Try on clothes, chat, drink tea and experience the pleasant days of the workday.” During the lunch break, guests entering the custom shop of the bono tailor community can not only enjoy a leisure time, but also can customize a set of high-end suits for themselves. Or shirts. According to reports, the sales range of the Bono tailor's customized shop is 500 meters around the community. Therefore, service and word of mouth have become an important factor in marketing success.

In order to attract the community consumers, Bono will be committed to the process of the consumer's purchase to experience the process of leisure services, attaches great importance to the details of the service. For example, consumers are free to iron their clothes and carry out apparel rental business. Consumers can read fashion magazines and tea and chat here.

“The relationship between Bono's tailor shop and online direct sales is a linkage relationship.” Wang Linlong explained that Bono tailor's customized shop “combines eBono's direct marketing experience center function”. Online sales of garments are displayed and sold here. Consumers can intuitively feel Clothing fabrics, workmanship and try-on effects can be either purchased directly or placed online.

Wang Linlong said that due to the low rents of commercial office buildings compared with shops in shopping malls and commercial areas, the Bono tailor community customization shop can also greatly reduce the operating costs. The price of customized clothing is almost equal to the price of ready-to-wear garments on the market. "You can customize a set of suits for around 1,500 yuan. The mainstream price is between 2,000 and 3,000 yuan. Consumers can pay 3,800 yuan to customize a suit made of imported high-grade fabrics. The price of suits for the same fabrics at the mall is about 6000 yuan."

“Our plan is to open 100 custom shops in the Bono tailor community within 3 years, but we will adopt a cautious expansion strategy in this process.” Wang Linlong said that currently, Bono tailor stores are basically opened in business districts in first-tier cities. The selected cities are Beijing, Shanghai and Shenzhen. Because the "building economy" of these three cities is relatively developed, there are more business districts. However, the next step does not rule out the move to second-tier cities, such as Tianjin, Chongqing, Nanjing and Hangzhou, which will gradually spread in an orderly manner.