The Four Channel Mode Must Be Known First.

The channel mode of e-commerce is basically the same as that of the traditional mode. Many business owners often equate e - commerce to Taobao, and think that as long as Taobao is done well, everything will be fine.

The company accounts for only 20% sales of Taobao, and 80% of the space is not excavated, so the layout of the channel is considered from the following four points:

Mode 1, self run stores (Tmall, B2C official website, Taobao experience store, shopping mall, pat experience store, etc.)

Mode two, franchised store (flagship store)

Flagship store franchise, B2C distribution franchisee, Taobao distribution franchise.

Mode three, shopping mall / supermarket counters.

Model four, sale / group purchase.

The principle of online sale must make money. This channel has little significance for brand promotion.

First, self owned stores: first of all, B2C will build its own official website. Its functions include not only publicity, shopping, but also distribution.

Promote brand and import traffic through Baidu's promotion of sem\seo.

We should plan to burn money, ROI will arrive at 1:1 in the early stage, gradually develop to 1:2, and then arrive at 1:3. When we reach 1:3, enterprises will basically make profits.

Look at Tmall, this is what we must do. If the brand is r, Tmall is the 50 thousand deposit +6 million basis.

This is a sign store. No other shop in this shop is allowed to open.

Third is Taobao store, 1000 yuan deposit, anyone can open, need Wangwang name.

Second, franchised stores: This is the online store that is licensed by the brand.

Franchised stores sell a brand, exclusive stores sell n brands, and B2C distribution and Taobao distribution.

Third, shopping malls / supermarket counters: clothing category at present, in addition to Tmall, Jingdong should belong to the second largest electricity supplier platform, the customer service point drop from 30% directly reduced by 5%, lower than Tmall 5.5% deduction point.

Amazon is 0 to enter. As long as you fill in the information, the system will push you.

Fourth, sale / group buying: This is a very important part of traditional clothing enterprises.

First of all, look at vip.com, the clearance rate of the nine deer king in vip.com reached 75%, the goods mainly came from stock, but the threshold for entering vip.com was relatively high, either the well-known trademark of China or the excellent brand of the Internet, otherwise it would be difficult to enter.

Vip.com points at 28%, and its clearance rate generally reaches 67% in winter and 50% in summer.

Look at jumei.com, every 5 days, men's inventory digestion in 50%, women's clothing in 70%, buyers more women.

The customer discount is 5%, and the Juhuasuan brand last time is 100 thousand pit fee.

Group buying group and Juhuasuan are required to have a deposit. The US group's last phase is 30 thousand deposit, and Juhuasuan is 30-50 yuan deposit.

To sum up, the store decides the penetration of the brand, the store / supermarket counters decide the development space, the distributor decides the sales scale, and the sale / group purchase decides the profit level.