In the "economic cold wave" brought by the global financial crisis, batch after batch of medium and small garment enterprises appeared abnormal "death". At the same time, we have accidentally captured that some veteran traditional garment enterprises in Zhejiang have already begun to actively explore new business models. There is no doubt that the face of RMB appreciation, raw material prices, exports and many other obstacles, for clothing enterprises, the channel has become the biggest competition in the market. As a result, clothing e-commerce market has been placed high hopes. Veteran hippogryphs wading network direct marketing mentions e-commerce direct sales, we have to mention the rage has been "PPG mode." In late 2005, PPG turned out: do not open any offline stores, direct mail only through the mail order and the network shirt; do not produce any shirt, the production and logistics are all outsourced. Is such a "light company", achieved annual sales of more than 1 billion yuan, amazing. PPG myths exposure, the capital of many apparel industry turmoil, the traditional garment enterprises direct marketing "light company" counterattack is even more direct. Among them, the most talked about is Wenzhou good news bird group. In April last year, "good news bird" announced that its listed company spent 122 million yuan, from Wenzhou Borui Tomorrow Industrial Investment Co., Ltd. acquired 80% stake in Shanghai Bao Bird Fashion Co., Ltd., thus becoming the only shareholder of the Bird Clothing. And just in July 2007, the bird clothing has just set up a wholly owned subsidiary - Shanghai Bao Bird Textile Technology Co., Ltd., and through the introduction of the Bird Technology sub-brand BONO, good news bird is the successful implementation of last year's acquisition, Mai Out of the wade men's network sales of the first step. Insiders pointed out that the good news bird selection sub-brand BONO open up online direct marketing battlefield, there are far-reaching considerations. Previously, the bird has been serving the custom market for business wear, the majority of customers are buy and have special requirements of the company and government departments, and belong to the same good news Bird Group, the good news bird brand does not have a direct conflict. The BONO direct sales face the first and second tier cities in the high-end consumers, and the original bird's custom clothing market will not form a direct conflict, can serve multiple purposes. BONO model: brand concept + IT technology "BONO and PPG are two different business models, and PPG mode with the impact of consumer prices are different, our strength lies in good news bird good production technology, fabric production base, design team and the reality of the shop "In an interview with reporters, Wang Linlong, CEO of BONO, a brand of e-commerce direct marketing under the Relief Birds Group, has always stressed that BONO has its own physical advantages. He introduced that while BONO also used direct sales methods such as online shopping, catalog sales, and call centers at the front end of marketing, BONO also possesses strong "entities" at its marketing backend - in Shanghai's Songjiang and Wenzhou, Zhejiang Province, the company Has an area of ​​300 mu of two major modern production bases, 200,000 square meters plant has 10 world-class production lines, also has 46 years of professional experience of the famous Italian technologist Giovanni Nellia led the design and development team . "The general direct light company, its backbone is usually only IT technicians and network salespeople, but did not really know the product and process research and development experts." Wang Linlong said that consumers buy e-commerce products, the beginning is a fresh taste, but Once you find that the quality of the purchased product, the color does not meet their own needs, that passion will be cooled. For enterprises, the complete outsourcing of production processes may lead to the failure to fully grasp the core technology and the lack of a quality control system. Sales will go up but quality problems will become increasingly prominent, failing to retain repeat customers. Although B2C has been involved in this area for a long time, but in the eyes of Wang Linlong, but from time to time reveal the traditional clothing business origin cautious. "Apparel companies must have accumulated, e-commerce is just a means, the essence of clothing business or brand. Want to use a technology or a venture capital to complete the accumulation of a brand for decades, is impossible." Wang Linlong said last year Throughout the year the company is doing "internal strength" and improve the entire logistics system. Although during this period, several venture capital projects found BONO, he was rejected. "Good News Bird pursues a healthy and sustainable concept, and we want to be a pioneer, not a martyr." Wang Linlong said that as the financial crisis has not shown its impact on the real economy yet, the economic situation is not yet In a clear case, BONO will not take a big risk to pursue rapid expansion. Because any quick success idea, are not feasible. To complete the "online" to "offline" flexible interaction Today, PPG has been due to problems in the capital chain and modest, but BONO's pace seems to have become more and more stable. Due to the global financial crisis, commercial rents fell. At the end of last year, BONO set out to launch Bono tailor's offline entity community custom shop and gradually opened five stores in the commercial core areas of Shanghai, Beijing and Shenzhen. "Trying on clothes, chatting, drinking tea and enjoying the happy hours on a working day." During the lunch break, guests entering the bono tailor community's tailor made shop not only enjoy a relaxing time but also customize a high-end suit for themselves Or shirt. According to reports, Bono tailor community custom shop sales range is "500 meters around the community," therefore, service and reputation has become an important factor in marketing success or failure. In an effort to appeal to community consumers, Bono is committed to transforming the buying process of consumers into a casual service, with a high degree of service detail. For example, for consumers free ironing clothes, clothing rental business, consumers here can read fashion magazines, tea chat. "Bono tailor stores and online direct marketing is linked relationship." Wang Linlong explained Bono tailor community custom shop "with both eBono network of direct experience center features" online sales of clothing displayed and sold here, consumers can intuitively feel Clothing fabric, workmanship and try on results, either directly or through the Internet. Wang Linlong said Bono tailor community custom shop can also greatly reduce operating costs, due to the relatively low rent of commercial offices and shopping malls, commercial district shops, the price of customized clothing is almost equivalent to the market price of clothing. "1500 yuan or so can be tailor-made a suit, the mainstream price in 2000 ~ 3000 yuan, 3800 yuan consumers can customize a suit made with imported high fabric production suits, and the same fabric suits in the mall price of about 6,000 yuan. "" Our plan to open 100 Bono tailor community customized stores within 3 years, but in the process will take a cautious expansion strategy. "Wang Linlong said that at present basically in the first-tier cities in the business district Bono tailor Custom shop community, selected cities are Beijing, Shanghai, Shenzhen. Because these three cities "building economy" more developed, more business district. But the next step does not rule out to go to second-tier cities, such as Tianjin, Chongqing, Nanjing, Hangzhou and other cities, will gradually roll out in an orderly manner.