Negative growth in the industry has prompted the garment industry to step into the era of O2O e-commerce

Where are the customers? Network. In the parcels sent by the courier brothers who are rushing around every corner of the country, the proportion of clothing is not small. For 10 years, the apparel industry was one of the earliest and most traditional industries that covered the Internet sales channels. Today, no matter if it is a brand or OEM, almost all apparel companies have begun to enter the e-commerce industry.

However, except for a few brands that have emerged as a result of their unique strategy and tactics and dominate the Internet, the entire industry does not seem to have really thrived. An important driving force for consumers to choose online shopping apparel is that online is cheaper than offline, and many clothing companies comply with this rhythm, either digesting inventory on the e-commerce platform or directly contributing to the line online. As a result, there is a contrast between the increase in sales and the increase in sales. If profits do not dilute, offline businesses will become more and more difficult to do.

"Tmall has become a tail market, and the average unit price discount has been relatively good at 6-7 percent." Shanghai Bojun Software Technology Co., Ltd. has been providing information management software for apparel companies, the company's vice president Feng Xiao, the manager, said that in the PC Internet era, clothing companies originally thought that they could open stores online and bend overtaking on the Internet. They found out after they went online that the traffic flow was bought by them. The online shop also needed a good store manager, and the electric trader had the same ability. Hard to find.

Moreover, online prices below the line, will lead to offline dealers "uprising rebellion", the next year's order will have to bargain with the brand. Due to the impetuous collective, the e-commerce became an "electrical injury." This makes many clothing brands want to return, and then lead consumers back to the line.

Going back to the line is certainly not abandoning the net. Many people believe that the era of O2O will be the process of reshaping e-commerce. In the era of mobile Internet, we have opened up the entrances of various channels, allowing traditional channels and networks to make use of their strengths, and integrating online and offline is the right path.