日志文章

2008年03月28日 06:25:29

男装B2C竞争 更需要体验和品质

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。
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