Clothing B2C After-Sales Service Becomes "Bottleneck"

With the continuous expansion of the clothing direct selling market, the price war, which has been repeatedly tested, is no longer the only way to retain the user's direct selling platform.

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.

Once caught in the misunderstanding of price war and the clothing B2C industry dominated by numerous Light Companies Based on OEM mode, it began to move closer to the essence of the industry and stepped into the first turning point of its growth curve.

With the expansion of the clothing direct selling market, the price war, which has been repeatedly tested, is no longer the only way to retain the user's direct selling platform.

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, it is well known that from PPG, most domestic garment Direct Selling Company have adopted the light company mode that outsource core research and development, design and manufacture. This mode has captured large numbers of loyal users in a very short time because of its 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.

To reduce user return rate is a problem. Once there is a return, how to get users satisfied solution 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, in order to facilitate personal purchase, eBONO allows customers to choose two items when ordering goods, and only pick one of them when they are parcels.

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

"EBONO's service mode is unthinkable for brands such as 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, and it is also difficult to achieve strategic upgrading from selling products to selling services.

The competition between product mode and channel mode: eBONO, who is trying to grab the direct selling throne of shirts, is not satisfied with the impact on the Internet only to its forerunners.

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.

EBONO's official told reporters that on the one hand, the ordering of services is to achieve the localization of advanced clothing ordering, on the other hand is to provide an ideal place for online business experience.

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 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 that of PPG. Net advertising accounts for more than 60% of all its advertising, and its main 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 seize their weakness. With the development of the new integrated marketing structure, such as call center, directory sales, network direct selling and ground direct shop, the new direct selling mode has been expanded 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.