When you open the e-commerce website of Baoxiniao, the page displays “Baoxiniao Online Mall has been revised and upgraded, and is temporarily closed”, and then jumps directly to other pages. In the areas where online direct selling brands such as Sina, Sohu, NetEase, and Tianya are competing, we can’t see any promotion by the Good News Bird. BONO, a subsidiary of Baoxiniao that focuses on e-commerce, has also moved online, opening two customized stores with different positioning, CarlBono and Bono Tailor, and started a “network + physical” business.
【】 Difficulty: How to change traditional industrial advantages into network advantages.
Response: Use industrial thinking to create a new network brand, and follow the strategy of “investing, producing, and making profits”.
Achievements: BONO has changed from a variety of business men’s clothing to a full line of men’s clothing with fashionable designs, and then from online to offline, opening stores, twists and turns, and still trial and error.
In August 2009, when a reporter called Fang Xiaobo, secretary of the board of directors of Baoxiniao Group, to interview Baoxiniao e-commerce, the other party said, “We are not doing well enough yet!” and refused to talk more.
Compared with the high-profile announcement of the Bird’s entry into e-commerce two years ago, this reply seemed too grand.
When you open the e-commerce website of Baoxiniao, the page shows “Baoxiniao Online Mall has been revised and upgraded, and is temporarily closed”, and then jumps directly to other pages. In the areas where online direct selling brands such as Sina, Sohu, NetEase, and Tianya are competing, we can’t see any promotion by the Good News Bird. BONO, a subsidiary of Baoxiniao that focuses on e-commerce, has also moved online, opening two customized stores with different positioning, CarlBono and Bono Tailor, and started a “network + physical” business.
Backing or fetters?
Around 2007, PPG swept through the apparel industry like a whirlwind, and the entire industry was shaken by e-commerce.
At this time, Shanghai Baoniao Clothing and Accessories, which is affiliated with the Good News Bird Group, is also eager to give it a try. On August 16 of that year, Baoxiniao was successfully listed on the Small and Medium Enterprise Board of the Shenzhen Stock Exchange, raising 302.4 million yuan in funds, and became the first listed company in the footwear and clothing industry in Wenzhou. A week later, Baoniao Clothing officially announced the BONO brand, and officially launched the EBONO e-commerce website on October 8, starting the road to online direct sales of business men’s clothing.
As soon as the news came out, there were mixed opinions.
Supporters believe that BONO will become a “disruptor” of online sales, because other “light companies” doing direct sales of clothing have three core capabilities: first, independent product design and development capabilities; It has an independent clothing design team; the second is the ability to control industrial resources. Backed by the Bainiao Group, it can work closely with first-class surface accessories suppliers; the third is back-end production capabilities. Baoniao has two major branches in Songjiang, Shanghai and Wenzhou, Zhejiang. It has a professional production base and 10 world-class production lines. These three points can ensure that BONO is superior to online direct selling brands such as PPG and VANCL in terms of product quality.
Compared with the e-commerce of the “heavy” company Youngor, BONO is much “lighter”. Since 2000, Baoniao has always focused on customized business, mainly customizing professional attire for banks, cars, schools, government agencies, etc. It does not have channels such as traditional stores and specialty stores. There is no conflict between online channels and traditional channels, and it is very important to enter the field of e-commerce.
The supporters’ reasons are also very good, because traditional enterprises do not have the “gene” for e-commerce. The transformation of traditional enterprises into e-commerce looks beautiful in practice, but in practice there are too many examples of it being completely unfeasible. .
For example, BONO’s so-called three core capabilities are not worth showing off in the face of e-commerce. A first-class design team and a first-class fabric provider do not mean low costs. When the product price is too high, At this time, there is no price competitiveness in online sales. In addition, in the past, Baoniao was engaged in B2B business. In the B2C field, it may not necessarily be the best thing in the world.
At that time, VANCL CEO Chen Nian said, “Practically speaking, it is easy for the Bird to succeed in online sales; but in theory, it is easy to fail. Because like the Bird, it is easy to fail. Such old traditional clothing companies cannot devote all their efforts to online marketing like PPG and VANCL, which also creates restrictions on their online sales platforms.”
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