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传统服装品牌“围剿”淘品牌的取胜关键

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  • 最后更新:2019-10-22

长跑环境下的供应链优势

 传统服装品牌“围剿”淘品牌

一筒国际CHUANTONGPINPAIDEXIANSHANGYEWUZHUJIANGANSHANGWANGLUOYUANSHENGPINPAI,QIYUANYOUDEGONGYINGLIANHEPINPAIYINGXIANGLISHIQUSHENGGUANJIAN。

HANGZHOUNVZHUANGWANGLUOPINPAI“QIGEGE”2012NIANXIAOSHOUEDADAO3.5YIYUAN。YUCITONGSHI,CHUANTONGHANGPAINVZHUANGPINPAI“QIUSHUIYIREN”DETONGQIXIANSHANGXIAOSHOUEJIN2YIYUAN。ZAIZHEIZHIQIANYINIAN,QIGEGEQUANNIANXIAOSHOUE2.5YIYUAN,QIUSHUIYIRENDEXIANSHANGXIAOSHOUEBUGUO5000WANYUAN。YINIANZHIJIAN,2YIYUANDECHAJUBEISUOXIAOLE1/4。

一筒国际MOUXIEPINLEIZHONG,XIANXIADECHUANTONGPINPAIZAIXIANSHANGXIAOSHOUESHENZHIYIJINGCHAOYUELEYIXIEWANGLUOYUANSHENGPINPAI。BIRUJIEKEQIONGSIHEGXGBAZHAN2012NIANDE“SHUANGSHIYI”NANZHUANGDANDIANXIAOSHOUEQIANLIANGWEI,JIANGYIZHONGNANZHUANGWANGLUOPINPAIDADEMANDIZHAOYA;LUOTUOSHIJIADEXIEZIYIJINGDENGDINGNANXIELEIMU,QIANJINIANDENANXIEWANGLUOPINPAIMr.ingYIJINGNANJIANZONGYING;BOYANG、LUOLAI、SHUIXING、QUANYOU、FUANNADENGJIAFANGJUTOUMEIYOUJIWANGLUOJIAFANGPINPAIRENHEJIHUI……CHUANTONGPINPAIZHENGZAIGEZHONGWANGLUOXIAOSHOUPAIXINGBANGSHANGQUDAIQIANJINIANFENGSHENGSHUIQIDEWANGLUOYUANSHENGPINPAI。

  长跑环境下的供应链优势

2012NIAN,ZAIXIANLINGSHOULIUXINGZUIWEIGUANGFANDEYIGESHUOFASHI“HUIGUILINGSHOUYE”。“LINGSHOUYEDEJINGZHENGZAIMOUZHONGCHENGDUSHANGSHIGONGYINGLIANHEPINPAIDEJINGZHENG,CHUANTONGPINPAIZAIZHEILIANGGEFANGMIANDEYOUSHIBUYANERYU。”ALIBABAJITUANGAOJIYANJIUYUANSHENGZHENZHONGRUCIRENWEI。

MAIKENXIJINNIAN6YUEFABULE《ZHONGGUODIANZILINGSHOUYEGEMING》,LIMIANTIDAOYIGESHUJU:GENJUDUI266ZUOZHONGGUOCHENGSHIDETONGJI,1MEIYUANDEWANGLUOXIAOFEIE,TIDAILE0.60MEIYUANDESHITIDIANXIAOFEI,BINGCHANSHENGDAYUE0.40MEIYUANDEZENGLIANGXIAOFEI。ZHEIYIWEIZHEWANGLUOLINGSHOUJIANGXIANXIAQUDAODEXIAOSHOUEBANDAOXIANSHANGDETONGSHIHAITIGONGLEYIGEJIAOWEIKEGUANDEZENGZHANGHUANJING。

AIRUISHUJUTIGONGLELINGYIGEYOUQUDESHUJU:WANGGOURENQUNJIANGZAI2013NIANDIDADAO2.69YIREN。2009NIANDAO2012NIANDEWANGGOURENQUNFENBIESHI1.09YI、1.48YI、1.87YI、2.28YIREN。GENJUALIBABAGUANFANGSHUJU,2011NIANSHANGBANNIAN,TAOBAOWANGMAIJIASHULIANGCHAOGUO600WANJIA,JINNIAN8YUEZECHAOGUOLE950WANJIA。DIANPUSHULIANGZENGFUGAOYUWANGGOURENQUNZENGFU,ZHEIYIWEIZHEWANGGOUSHICHANGDERENKOUHONGLIZHENGZAIXIAOSHI,ZAIXIANLINGSHOUCONGZHENGDUOZENGLIANGKEYUAN,BIANCHENGLEDUIJIYOUKEYUANDEZHENGDUO,CUXIAOYEYINCICIQIBIFU,XIAOSHOUQUXIANSUIZHICHUXIANJIAODADEQIFU。

一筒国际WANGLUOPINPAILAIYICHENGMINGDEZHAOSHUSHI“GAOXINGJIABI”,DANJIAGEZHANDEHEXINSHIGONGYINGLIANDEJINGZHENG,ZAITONGYIGEZHANCHANGSHANG,GONGYINGLIANQIANGDAYUFOUZHENGJUEDINGZHEJIAGEZHANDETIANPING。

WANGLUOPINPAIZHONG,NENGXIANGMAIBAOBAO、HANDOUYISHENEIBANJUYOUQIANGDAGONGYINGLIANDEQIYEJINSHISHAOSHU,JUEDADUOSHUWANGLUOPINPAIDEGONGYINGLIANDOUYOUTAMENDERUODIAN:SHENGCHANLIANGXIAO。WANGLUOPINPAICONGGONGYINGSHANGZHENGQUDEJIAGEBINGBUBICHUANTONGPINPAIZHENGQUDAODEYOUHUI,GONGYINGLIANCHENGBENSHENZHIGENGGAO;YINWEIJINGCHANGCUXIAO,DAOZHIDINGDANQIFUBUDING,GONGYINGSHANGJIAOKUBUDIE。

YUWANGLUOPINPAIXIANGFAN,CHUANTONGQIYEZAIJINGYINGZAIXIANLINGSHOUSHIYONGYOUJUDADEGONGYINGLIANYOUSHI。BENTENGDIANQINENGGOUCHOUDIAOTUANDUIZHUANMENWEIZAIXIANLINGSHOUSHEJICHANPIN,BINGBOCHUSHENGCHANXIANSHENGCHANWANGSHANGXIAOSHOUDECHANPIN,JINCIYIXIANGJIUZUYIRANGXIAOGOUDIANQIDENGTONGXINGYANXIANBUYI,YINWEITAMENXUYAOJIANGYIBUFENSHEJIGONGZUO、QUANBUDESHENGCHANYEWUWAIBAOJIGONGYESHEJIGONGSI、SHENGCHANCHANGJIA,ERXINPINYANFA、SHENGCHANDESUDUYEGENBUSHANGBENTENGDIANQI。

一筒国际CHUANTONGPINPAIYEZHENDUIZAIXIANLINGSHOUYOUHUAZIJIDEGONGYINGLIAN,SHENZHIJIANGXIANSHANGSHUJUYONGYUYOUHUAGONGYINGLIAN。JINNIANBEISENMASHOUGOUDEGXGYOU2000JIAMENDIAN,GXGZAIYANFANVZHUANGHETONGZHUANGYEWUSHI,XIANJIANGCHANPINNADAOXIANSHANGSHIXIAO,ZAIYISHIXIAOSHUJUYONGYUSHENGCHAN,YICIYOUHUAGONGYINGLIAN。“DUIYUXIANSHANGXIANXIATONGBUFAZHANDEFUZHUANGPINPAILAISHUO,ZUODIANSHANGBUJINJINWEILEXIAOSHOU,ERSHIYIHULIANWANGDEFANGSHIYOUHUAGONGYINGLIAN,JIANGDICHENGBEN。”GXGDIANSHANGBUMENFUZERENLISHUJUNRUCISHUODAO。

  品牌价值的延伸

ZAISHUOFUXIAOFEIZHEFANGMIAN,ZUICHUDEWANGLUOLINGSHOUKAOCHUSEDESHANGPINXIANGQINGXINGCHENGDEXINRENGAN,ZHEIYIDIANZHIJINRENGWEIGAIBIAN。DANSUIZHEBUFENWANGLUOPINPAICHUXIAN,YIJICHUANTONGPINPAIDEJINZHU,SHUOFUXIAOFEIZHETAOQIANDEBUZAIJINJINSHISHANGPINXIANGQINGYE。PINPAIYINGXIANGLIKEYIRANGXIAOFEIZHEJIANGDIXINRENCHENGBEN。CHUANTONGPINPAIZAIXIANXIAJILEIDEPINPAIXINGXIANG,BIWANGLUOPINPAIGENGRONGYIQUDEXIAOFEIZHEDEXINREN;ZAIJIASHANGYIGEHESHIDEJIAGE,HENRONGYICUSHIXIAOFEIZHEXIADANGOUWU。TANGSHICENGZAI2012NIANBANGUOYICICUXIAO,YI29YUANQIDEDIJIAXIAOSHOUXIAZHUANG,ZHEIGEJUEDUIJUYOUXIYINLIDEJIAGEJIASHANGTANGSHIDEPINPAI,RANGZHEICICUXIAOMAICHULECHAOGUO1YIYUANDESHANGPIN。

一筒国际GXGZAIHANGZHOUJIEBAIDEMENDIANCONGBUCANYUSHANGCHANGDEDAZHEHUODONG,YIZHIJIANCHIYUANJIAXIAOSHOU;XIANSHANGXIAOSHOUYESHIRUCI,PINGSHIXIAOSHOUJIANCHIBUDAZHE,ZHIYOUZAI“SHUANGSHIYI”DENGZHONGDAHUODONGSHICAIHUIYOUCUXIAOHUODONG。“BUDAZHESHIWEILEWEIHUPINPAIXINGXIANG,BUYINGXIANGXIANXIAMENDIANDEYEWU。”LISHUJUNJIESHAODAO。BIJINGXIANSHANGYEWUXIAOSHOUZHANBIZAIGXGPINPAIZHONGBINGBUDA,BUKENENGWEILEXIANSHANGYEWUYINGXIANGPINPAIXINGXIANGHEXIANXIAYEWU。QITAFUSHIPINPAIYELEISI,QIUSHUIYIREN2012NIANXIANSHANGYEWUXIAOSHOUEJIN2YIYUAN,ZAIGONGSIZONGXIAOSHOUEZHONGZHANBIBUZU8%。

  线上运营被逐渐吃透

TIANMAOCONG2 010NIANKAISHIMEINIANJUXINGYICI“ SHUANGSHIYI”DACUXIAO,DIYINIANJIHUSHIWANGLUOPINPAIDEKUANGHUAN,DIERNIANCHUANTONGPINPAIYUWANGLUOPINPAIXIAOLIANGBINGQI,2012NIANDE“SHUANGSHIYI”CHULENVZHUANGHEMEIZHUANG,QITALEIMUJUNSHICHUANTONGPINPAICHANGDAXI。

一筒国际“2011NIANDE“SHUANGSHIYI”DIYICIZAOCHULESHENGSHI,DANSHANGJIAYESHOUDAOLEYIXIESHANGHAI,BIRUWULIUSHOUJIANPAISONGHUANMAN、BEIHUOBUZUDENGYUANYINZAOCHENGDIANPUPINGFENXIAJIANG,BUGUOYETONGSHIDUANLIANLEDIANPUYUNYINGNENGLI。DIANPUYUNYINGNENGLIDETISHENGZUIZHUYAOTIXIANZAI2012NIAN“SHUANGSHIYI”,MEIYOUTAIDUODIANPUCHUXIANFAHUONENGLIBUZU、CHAOMAIDENGQINGKUANG,KEFUFANYINGSUDUYEHENJISHI。”YIWEIYENEIRENSHIRUCIPINGJIAJINNIANLAITIANMAO“SHUANGSHIYI”HUODONGDUIDIANPUYUNYINGNENGLIDECUJINZUOYONG。

一筒国际NENGGOUJIANG“ZHANDOULI”TISHENGDAODIANFENGYIYINGDUI“SHUANGSHIYI”,ZHEISHIDIANPUYUNYINGZHENENGLITISHENGDEYIGEBIAOXIAN。

一筒国际ZHEIBEIHOUHAIYOUDIANPUYUNYINGZHEDUIWANGLUOLINGSHOUYOUXIGUIZE、FANGFADESHUXIHEYUNYONG。

一筒国际YITONGGUOJIJIAODIANTU、ZHITONGCHE、ZUANSHIZHANWEI、TAOBAOKE……JIHUMEIYIWEITIANMAODIANYUNYINGFUZERENDOUDUIZHEIXIEMINGCIERSHUNENGXIANG,YINWEIZHEIXIESHITAOBAO、TIANMAOSHANGZUICHANGYONGDETUIGUANGSHOUDUAN;MIANFEISHIYONG、TAOJINBI、TEMAIPINDAO……

ZHEIXIETAOBAO、TIANMAOSHANGDECUXIAOPINDAODEPAIQIBIAOGEYEJIHUGUASHANGLEMEIJIATIANMAODIANDEQIANGMIAN。

DUIZAIXIANLINGSHOUBULEJIE、QINGDAIYUNYINGGONGSICAOPAN、ZIJIANTUANDUIYUNYING,ZHEISHIYIXIECHUANTONGPINPAIDUIZAIXIANLINGSHOURENZHIDEBUTONGJIEDUANDEJUCUO。CHUANTONGPINPAIHUOTONGGUOSHOUGOUTUANDUI,HUOZIJIMOSUO,NENGGOUJIANGTIANMAO、TAOBAOYOUXIANDETUIGUANGFANGSHI、YINGXIAOPINGTAIXUEHUIBINGLINGHUOYINGYONG,HENKUAIJIUTAISHENGXIAOLIANG。ZHEIXIEFANGFAWULUNSHIDUIYUTISHENGPINPAIXINGXIANG,HAISHIDUIYUCUJINXIAOSHOUERYAN,DOUSHIYIJILIANGFANG。  

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