Clothing B2C Walks Down The Altar, After Sale Service Becomes "Bottleneck"

On the contrary, how to improve the quality of products, and how to improve the stickiness of the platform before, after sale and after sale service is becoming the main weight to attract customers.

The garment B2C industry, which was once caught up in the misunderstanding of price war and led by numerous Light Companies Based on OEM mode, began to move closer to the nature of the industry, and stepped into the first time turning point on its growth curve.

From selling products to selling services

As we all know, from the beginning of PPG, most domestic apparel Direct Selling Company have adopted the light company mode that outsourcing core R & D, design and manufacture. This mode has largely captured large numbers of loyal users in a very short time, mainly relying on large-scale brand marketing.

But with the expansion of online shopping scale, problems also arise.

Many problems such as rough workmanship, too long thread, too hard shirts, marked wrinkle resistance, and much higher price than similar products in the market are beginning to occur frequently in light companies, and are constantly being resorted to by the users.

The emergence of product quality problems has led to frequent user returns.

Because of the phenomenon of user returns, VANCL, started in OEM mode, has begun to focus its strategic attention on cooperation with traditional garment enterprises.

"The success or failure of VANCL depends on the improvement of product quality," said CEO Chen of VANCL company. One of the important tasks of clothing network direct selling enterprises is to reduce user return rate and improve user satisfaction.

Reducing user return rate is a problem. Once there is a return, how to make users get satisfactory solutions is another problem.

It is understood that in the user returns, eBONO's policy is that users only need to make a phone call, there is a special person to pick up goods, resulting in the return of logistics fees will be borne by the eBONO.

While PPG and VANCL do not provide the above services, users must express or mail the goods to the manufacturers when they ask for returns, and the resulting logistics fees must be taken care of by the users themselves.

In addition, during the selling service stage, eBONO allows users to choose two items when ordering goods, and only pick one of them at the time of parcel arrival.

Direct Selling Company, such as PPG traditional shirts, requires users to either take full orders or abandon orders.

"The service mode of eBONO is unthinkable for brands like VANCL and PPG," an e-commerce expert said. Because of the lack of adequate control of supply chain management and order management, it is difficult for them to be humanized and personalized, so it is difficult to realize the strategic upgrading from selling products to selling services.

Competition between product mode and channel mode

EBONO, who wants to snatch the shirts directly from the throne, is not satisfied with attacking the forerunners only on the Internet.

It is reported that from August onwards, the "BONO Tailor", a main store of clothing and shirts, will also be launched on the core cities in China, and will gradually complete the docking with the eBONO direct selling platform.

The person in charge of eBONO told reporters that on the one hand, the customization of shop ordering services is to achieve the localization of advanced clothing ordering. On the other hand, it is to provide an ideal place for online business.

The two will constitute the eBONO retail channel matrix for the retail market.

The emergence of this new model has also made eBONO separate from other light companies, thus developing a truly localized "mouse + cement" B2C new mode.

Public information shows that 95% of PPG's sales come from print advertisements, and the main sales channel is telephone calls. Although it also has its own website, Internet marketing accounts for a very small number. VANCL follows PPG's OEM mode, but its marketing focus is just opposite to PPG. Net advertising accounts for more than 60% of all its advertising, and the most important marketing channel is also their website.

Although BONO has learned the direct selling channel of PPG, instead of grafting OEM mode, it has developed a set of stereoscopic retail mode including call center, catalogue sale, network direct sale and ground direct shop, which makes it very different from PPG.

According to the insiders, as a latecomer, eBONO, after encountering bottlenecks in PPG and others, began to take advantage of their weakness. The new direct selling mode developed by the three dimensional integrated marketing structure, such as call center, directory sales, network direct selling and ground direct shop, expands its market step by step.

The advantages of quality are inherent in eBONO, and the flexibility in marketing mode makes them more aggressive.

It may become the mainstream of the clothing B2C market that eBONO will gradually become regular.