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traditional clothing enterprises, even if it is as big as Lining and Angelo, it is difficult to ignore the existence of network sales channels.

at first in order to combat the "Li Gui" and Lining sidled into the electronic commerce, to test the water C2C (shop direct), B2C (official mall) more than a year of experience tells us: the traditional enterprise e-commerce, first capital, channels, the concept of "three doors".

initial input: "close to tree" low-cost water test

at the beginning of 2008, the results of a survey of Lining before wading e-commerce do show: Taobao Lining products shop has reached more than 700, while sales of water products in Taobao Lining in 2007 has reached 50 million.

in the face of this spontaneous formation of online channels, Lining decided to take the initiative. "Online sales price system is not standardized situation must change, we must from line and line unified consumer brand image of Lining."." Lining, director of e-commerce Department Lin said in an interview with reporters.

how to change? Start from proprietary shop.

traditional enterprise e-commerce, the conventional approach is a self official online store to sell their products, but to start from zero of Lining, when we have no experience and feeling of the e-commerce market is a large investment, the risk is great.

"companies such as Lining, if you start to do the background large IT platform, make a website from the bustling to No one shows any interest in promotional costs, these costs are large as can be imagined." Lin Li told reporters, in addition, compared with PPG, VANCL and other enterprises, in the ground already has a huge mature traditional channels of clothing enterprises, it can not be more like the former, to build a huge Internet sales team.

: therefore, it is better to find a big tree and build a nest on it, so as to try to get a better idea than to plant trees first. Early last year, Lining opened the first direct store in Taobao mall. This strategy provides a low-cost way for Lining to test the electronic commerce, and its effect is said to be beyond Lining's original expectation". To some extent, it is also due to the spontaneous formation of the "Lining online channel"."

after the test, after understanding the popularity of the Lining brand in the field of electronic commerce, after several months of preparation, in June last year, Lining officially launched its own official store, direct shop and official mall two legs walk together.
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