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男装B2C竞争 更需要体验和品质
罗会祥
在今年“3·15”期间,VANCL创始人陈年在IT龙门阵上公开指责当当网“对质量不负责任,理由是,“随便找个服装加工厂,贴个牌就拿出来卖”,“李国庆和很多小网站都是这么干的”,并断言当当网“必死无疑”。
当当网联合总裁李国庆立即回应,称陈年所指明“质量问题”完全没有依据,反讥陈年不懂电子商务。
就像淘宝与易趣两个竞争对手当初大打口水仗一样,陈年与李国庆开打,也是因为VANCL与当当网成了竞争对手。VANCL主营男装衬衫B2C业务,今年的目标是成为服装直销业的第一名,当当网从去年开始添加衬衫类销售,也开始卖男士品牌衬衫了,做的是同样买卖,彼此摩擦也很正常。
2007年9月,在商界论坛最佳商业模式中国峰会上,PPG获得年度最佳商业模式第三名。为什么呢?因为它直销男装数量高居国产衬衫品牌之首,并且成功地创造了“PPG模式”。所谓PPG模式,就是把电子商务与传统零售融合,亦即B2C模式。其实,PPG模式并不新鲜,早有8848、e国、My8848等走在前头,只是他们起得太早,没有觅到可以生命的能源而成了先烈。PPG成功了,因为它抓住了B2C发展的大好时机,经过2006年的培育,2007年中国B2C市场已经形成相当规模。
准确地说,PPG的成功关键在于专注男士衬衫直销,没有工厂,没有门店,可以把经营成本压缩50%,所以,PPG销售的品牌衬衫比传统零售便宜一半以上。这正是C2C、B2C等电子商务的最大优势——便宜。
不过,便宜虽然是B2C的最大优势,但不能成为男装直销的核心竞争力。
在过去的一年里,由于PPG大获成功,网络男装B2C骤然升温,BONO、51衬衫等近数十家厂商纷纷跟进,一场混战无可避免。作为电子商务的关注者,我对陈年与李国庆的口水仗不感兴趣,而双方争论的焦点——网络男装B2C的质量问题,倒是引起了我的深思。
事实上,男装B2C竞争已经出现了不良苗头,VANCL与PPG相互压价大甩卖,当当网满100元返30元,等等,这都是传统零售惯用的伎俩,已为消费者所厌恶。男装B2C比传统零售卖得便宜,造就了PPG,但不能为了便宜而牺牲品质。把衬衣当白菜卖,肯定是男装B2C的一大误区。道理很简单,男装B2C的消费者大者是白领,追求时尚、个性、潮流,更看重产品的品质和品牌影响力。男装B2C经营者一旦牺牲了品质,忽视了用户的体验,再好的也没有竞争力。
目前,国内男装B2C的竞争者还在增加,将来可能会达到数百家乃至上千家,再谈模式竞争,未免顾此失彼。当模式竞争已经不再是核心之后,男装B2C必须转向服装本身的体验和品牌竞争上来,针对消费者对男装B2C服装品质信任度较低的现象,BONO倡导消费者体验,致力于款式、设计、质量等品质的保障,从“模式为本”的竞争转向“以人为本”、“以用户体验为本”竞争的新阶段,无疑抓住了男装B2C可持续发展的命脉。
随着男装B2C竞争的加剧,这个市场即将迎来新一轮洗牌,口水仗催生不出霸主,谁能拥有最多的忠诚用户,谁才是赢家。 本博文章均为原创,拒绝不经作者同意的转载和使用。 欢迎咨询!欢迎约稿!联系方式如下: MSN:ABL536@MSN.COM QQ:175820473 mail:axiang0188@163.com
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