How To Build Women'S Clothing Brands Across The Border?

　　 Electronic Commerce Because of its natural global development on the Internet platform, the expansion of the global market is the inevitable development of e-commerce itself. With the rapid development of the Internet information industry, cross-border e-commerce as a new form of trade has become a new growth point of China's foreign trade. After the sprouting period of -2006 in 2003 and the shaping period of -2013 in 2007, cross-border electricity providers have entered a critical period of development, and the ecosphere of cross-border electricity providers is gradually forming. 2013-2014, a hot word in the foreign trade industry is "cross-border electricity supplier", which seems to indicate that the spring of China's cross-border electricity supplier is coming. The state has issued relevant favorable policies for cross border trade, including pilot projects, tax rebates, payment and logistics links, and so on.

In 2014, as the first year of cross-border electric business, it made a rapid development period. China made more and more foreign consumers through the Internet silk road. On the other hand, Jingdong and Ali, the two largest domestic electricity giants, were listed overseas, and were recognized by the international capital market.

Judging from the current number of cross-border electric business enterprises, this is already a red sea, but judging from its growth rate, it is a new blue ocean. Whether it is "Red Sea" or "blue ocean" depends on whether it has a clear positioning, whether to continue to walk the old way, or to create a brand new way of thinking, starting from products, services and brands.

Cross border e-commerce channels enable goods to reach foreign customers in a more efficient way and push their brands to the world. So how can we build a cross-border e-commerce brand and cross border women's clothing brand with the help of e-commerce channels? For this topic, we invited the global association of cross border e-commerce to join in the long hair from Ren, Xiamen Junyi supply chain Co., Ltd. CEO Ye Jun, Xiamen yolia sporting goods Co., Ltd. CEO, Liu Xingpei, Mia women's wear founder Lin Yazhi, Xiamen Jin Doha network technology limited company CEO Lin Fudong respectively.

　　 Viewpoint 1: the necessity of cross border e-commerce brand

The global Federation of cross border e-commerce associations said that traditional export oriented enterprises and foreign trade enterprises have been sated for nearly 08 years. In fact, the situation has never changed, but has been deteriorating. Because two mountains are not around, one is exchange rate, the other two is the soaring labor cost and raw material cost. The market demand is not expanding fiercely and pricing is not going to go. Only the road of brand is the way of future.

Ye Jun, CEO of Xiamen Junyi supply chain Co., Ltd., said: there is no threshold for cross-border electricity providers. According to the Chinese business model and the current state's push, the cross border electricity supplier will also move towards homogenization and price competition. Look at the current situation of Taobao's survival. Cross border electricity providers face local competition in the middle and late stages. They can not really get the share of the local market by simply relying on the price advantage. Brand line The product is lighter than brand.

Liu Xingpei, CEO of Xiamen Yuri sporting goods Co., Ltd. thinks: for cross-border electric business, on the road of brand experience, we should not only attach importance to products, but also be very important in the choice of channels, and having their own independent stations is an important channel choice. Brand businesses have their own independent websites, which enable enterprises to better publicize their own ways. At the same time, let guests know better about enterprises and establish a platform for communication between enterprises and consumers, which will help enhance the image of enterprises and better interact with consumers. This will play a good role in promoting brand personality and promoting brand.

{page_break}

　　 View two: cross border women's clothing brand road difficult

Xiamen Jin DHA Network Technology Co., Ltd., CEO Lin Fudong, talked about the cross border women's clothing brand, said: cross border women's clothing business has existed for many years, but more businesses are mainly selling trade goods. In the cross-border export market, there is no so-called traditional brand, so the starting line of the new brand is almost the same. The main difference lies in its own resources, team, ideas and the ability to judge the future market.

Mao Congren believes: the majority of domestic cross-border women's clothing business is still in the first stage. The main feature is that the price is cheap. According to the commercial law, such a result must be generated by some giants in the process of fierce competition, and these giants form some tacit understanding and balance in the competition, maintaining a certain elimination rate, and then a small number of new people emerge, and most of the small businesses are miserable. But it does not rule out that a small number of sellers are exposed to the second level of consumers. The sellers who can reach the second level have common characteristics. This feature is described in one sentence, that is, running slowly towards the brand. To be practical and realistic, compared with those names that have been familiar with each other for decades in the past decades, the good cross-border e-commerce practitioners can not speak of the "brand", but they can only say that they are still on the road. Mao Congren said.

Experts from the global cross border E-Commerce Association and Mia, the founder of women's clothing, Lin Yazhi think from another angle: Although China has become the largest clothing production and consumption country in the world, the domestic women's clothing is still in the stage of sample processing and plagiarism, and less investment in design and brand development. With the increasing demand for women's courage to pursue and use clothes to display themselves, the demand for clothing brand production and brand design ability is becoming more and more urgent. Based on these points, the real clothing brand should have the ability to grasp the prevailing fashion elements, grasp the target customers' market demand, strong design team, and stabilize production and supply chain. Only by grasping these points can we seize the market opportunity and get better on the cross border women's clothing brand.

　　 Viewpoint three: the future trend of cross border women's clothing brand

"Aiming at the future trend of women's clothing brand, we should pay attention to the first: clear product positioning, and the product is completely in line with the expectations of European and American consumers or beyond their expectations. Second: focus on efficient promotion channels, and vigorously promote such as search engines, social media, etc., to quickly build up word-of-mouth and establish a group of loyal users in social media. Third: the ability to continuously build products with high performance price ratio is one of the core capabilities to attract your customers to sustain their consumption. Fourth: focus on the development trend of new media and emerging Internet technologies, such as mobile Internet, "Lin Fudong said.

Lin Yazhi thinks: the current situation of women's clothing market can be said to be benevolent and intelligent. From a macro point of view, the women's clothing market is not saturated. This is because the domestic high-end brands are not many, the competitiveness is limited, most of the top brands are from abroad, but due to the price of Gengui, the targeted user groups are relatively limited. Women's clothing enterprises must have a certain market development ability and independent design ability. The women's clothing brand manufacturers that can supply fabric have huge development space and good market prospects. With the personalized development trend of brand women's clothing becoming more and more obvious, personalized service will be deepened gradually. According to the different consumers and different consumption areas, the fashion design concept will be constantly innovating to meet the needs of female consumers at different levels and regions. Brand women's clothing has made great efforts in design and research and development, constantly improving the market competitiveness of products.

And Mao's judgement is: cross border in legend. Women's clothing business The era of dividend has passed, and this development track has already passed by a group of e-commerce providers represented by Taobao sellers. To become a brand, even if it's just rushing to the brand, the most important thing is to improve your product identification, so that consumers can remember your image and achieve the ultimate goal of products and services. More importantly, this can really get rid of the pure Chinese manufacturing cost competition (which is not cheap in China).