We will tell you which online exhibition system is easy for small and medium-sized BtoB apparel manufacturers to implement and has benefits for both the company and the buyers, specific methods from preparation to holding, and the popular online sales promotion tool "Instant Order Link."
For wholesalers, trading companies, and manufacturers
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Online Exhibitions Are Spreading Rapidly Among Apparel Manufacturers
- "The number of business negotiations with buyers has decreased."
- “The number of leads for new development is sluggish.”
Over the past two or three years, many BtoB apparel manufacturers have been affected by measures to prevent the spread of the new coronavirus, such as canceling or postponing exhibitions, reducing the scale of exhibitions, and reducing the number of visitors.
There is a growing interest in new sales activities, such as how to move from the traditional sales activities where negotiations and negotiation begin after actually seeing and holding the product to contracts and transactions while communicating with customers non-face-to-face, and apparel manufacturers, large and small, are trying to find sales channels other than exhibitions.
In particular, sales activities and marketing in the web area, which had not been fully utilized until now, have been reconsidered, and the number of apparel manufacturers holding or exhibiting at "online exhibitions" has increased rapidly.
In addition to apparel, manufacturing industries such as automobiles, which are compatible with online exhibitions, and retail industries such as food and furniture are moving their exhibitions and trade shows online to hold and exhibit in earnest.
Although it is not possible to touch products or have face-to-face communication like at a real exhibition, online exhibitions are attracting attention because they take advantage of the advantages of experiential value that can be covered by digital technology, without being affected by location, time, movement restrictions, or weather.
- “We are exploring online sales activities.”
- “Is it possible to expand promotions at low cost?”
We will explain "what is the best online exhibition tool" for sales representatives of BtoB apparel manufacturers who want to increase contact with customers, increase the order rate and recover orders from existing buyers, and especially small and medium-sized companies who have difficulty boldly investing their budget and internal resources.
Types of Online Exhibitions
The online exhibition isWebAlso called "exhibition" or "virtual exhibition."
It is a virtual space where customers, buyers, and visitors can view images and videos of products and services online, communicate with representatives via chat, and conduct business negotiations in real time.
There are a variety of companies offering online exhibitions, including event companies that host real joint exhibitions, IT companies that operate platforms, and system companies that develop SaaS and core systems.
Online exhibition platforms can be broadly divided into three types.
- “Distribution/SNS type” using platforms
- "3D/2D type"
- "Integrated order system" that allows you to complete transaction operations from holding online exhibitions to order management with one tool
is.
We will explain the characteristics, costs, and process for ordering each.
Streaming and Social Media
This is a "distribution/SNS type" online exhibition where promotions are carried out using accounts opened on YouTube, Instagram, and X.
The main contents and roles of this type of exhibition are as follows.
- Fashion show video release
- Live streaming of new product introductions
- Digital catalog of images and videos to post
- Communication through comments during live streaming
- Collection archive
- Expanding brand awareness
Live streaming of exhibitions gives a sense of realism, and the enthusiasm of the viewers is high, so you can expect business negotiations in a fresh state. When publishing content in a post, if it is content and quality that viewers can enjoy, it will be easier to spread the word.
In addition, you need to actively manage your account on a regular basis to increase your recognition and influence, and acquire and maintain followers so that you can attract customers when new products are announced or exhibitions are scheduled.
In addition to your brand's official account, it may also be a good idea to open a dedicated trade show account and make it available exclusively to buyers and customers.
Operating Costs
It is free to open and use accounts such as YouTube, Instagram, and X.
It's easy to start using the platform, and there are staff who use it personally, and there are often explanation blogs and videos that can help you solve the problem, so you won't have any trouble using it.
However, there are costs involved in creative production such as planning, shooting and editing the videos to be posted.
If you can assign in-house staff who are good at operating SNS, you can produce high-quality content at a relatively low cost by posting content from the user's perspective, such as UGC, but if you want to create it with full-scale quality, you will need personnel costs for the production team and outsourcing costs.
Order Flow
YouTube, Instagram, and X do not have ordering methods or payment functions suitable for BtoB apparel transactions, so it will be difficult to receive orders from buyers on SNS. (Instagram has a shopping function, and normal e-commerce (sales from product pages) is possible.)
Streaming/SNS-type online exhibitions are positioned as a tool for brand recognition and PR, and you can consider how to design a flow line from posted content and DMs to video chat tools such as Zoom to lead to business negotiations.
Is Streaming and Social Media Suitable for an Apparel Online Exhibition?
YouTube, Instagram, and X can be said to be more of a B2C platform, operating as part of marketing and promotion with the main purpose of acquiring fans.
In addition to receiving orders, there is no function to manage order information or customer information, and back-office operations, including billing and payment management, are performed using external software and systems, making operations complicated.
Rather than using only the distribution/SNS type as an online exhibition tool, it would be effective to combine it with a real exhibition, 3D/2D type, or integrated ordering system type.
3D and 2D Platforms
This is an online exhibition that reproduces physical stores and exhibition booths in 3DCG and 2D in virtual space.
There are joint online exhibitions where your own brand is held alone or where multiple manufacturers and brands exhibit.
There are five benefits to holding this type of online exhibition:
- You can see products realistically represented at the virtual booth.
- High sense of reality and immersion using 3DCG and VR
- There is no limit on the number of people, and we can expect visitors from Japan and abroad.
- You can use data such as the route traveled by participants, length of stay, and questionnaires.
- The hosting company will be responsible for attracting customers and managing the event (joint online exhibition)
On the other hand, there are two possible disadvantages.
- Although the 3D/2D type offers a simulated experience similar to a real exhibition, CG and dynamic content place a burden on the communication environment, so there is a possibility that the operation will be slow or the viewing will be interrupted.
- When it comes to attracting customers, please note that the number of participants will depend on the awareness of the hosting company and the level of PR, and that you cannot attract people to your booth by talking to them.
Operating Costs
The biggest disadvantage of the 3D/2D type is the operating cost.
If you hold the event on your own special website, it will be a fairly large-scale project, including full CG production costs, the cost of photographing the booth and products with a 360-degree panoramic camera, system development costs, and system maintenance costs during the event period.
Depending on the scale of the event and the services and functions provided, exhibiting on a platform can cost several million yen, and some online exhibitions can cost more than 10 million yen.
A simple virtual booth can be exhibited at the same event for as little as a few hundred thousand yen, but you will need to carefully consider whether the form will suit your company's image and products.
Order Flow
Depending on the platform, there may not be a flow line for receiving orders, managing order information, or making payments.
When considering exhibiting, be sure to check what functions and services your exhibiting platform provides, how you can communicate with attendees, the flow from preparation to the day of the event, and follow-up after the event, and how easy it is to use.
Are 3D and 2D Platforms Suitable for an Apparel Online Exhibition?
After all, it must be said that 3D/2D type online exhibitions are difficult in terms of cost for small and medium-sized apparel manufacturers.
Exhibition costs are high, ranging from hundreds of thousands to millions of millions, so the apparel manufacturers that exhibit are limited to those with ample budget, and the reality is that there are few small to medium-sized brands exhibiting.
Additionally, 3D/2D type joint online exhibitions are being held in various industries, but the number of joint online exhibitions for BtoB apparel is still small, and future efforts are expected.
Company-Hosted 3D Online Exhibitions
Hold an online exhibition of your own brand by introducing it to customers and invited guests.
Multi-Company 3D Online Exhibitions
Avatars (visitors) move freely around the virtual venue and visit brand booths.
Multi-Company 2D Online Exhibitions
An EC-type BtoB exhibition platform where multiple brands can exhibit and conduct business negotiations and transactions with buyers.
Integrated Order Management Systems
It is a platform that combines an online exhibition and ordering system, with a UI/UX similar to an e-commerce site, where buyers place orders from a rich digital catalog.
Back-office SaaS (*) and sales management systems with online exhibition functions are options.
*SaaS (Software as a Service) = Applications and services that are used with a web browser over the Internet.
- One-stop service from holding online exhibitions to aggregating orders, creating invoices, and delivering deliveries.
- The communication load is small and can be completed using a browser on a smartphone, PC, or tablet.
- There is no need to create a website for the exhibition.
- Lead time from order to delivery can be shortened
- Collections can be arranged according to the timing and needs of buyers.
Although you cannot have business negotiations while holding products in your hands like you would at a real exhibition, you can express the appeal of your brand with videos that convey the design background, materials, and commitment to technology, as well as highly accurate 360-degree images and high-definition images.
Operating Costs
Packaged systems require an initial investment of several million yen in development costs and monthly maintenance costs of tens to hundreds of thousands of yen, but with SaaS, there are no development costs and you can use all functions such as online exhibitions, order management, and product management for just a monthly fee. *
SaaS usage fees vary from a few thousand yen to tens of thousands of yen depending on the supported industry and functions. In the case of back office SaaS DEXTRE specializing in BtoB apparel, the monthly fee is 20,000 yen is.
*Some SaaS require additional fees to expand functionality.
Feature
Online Exhibitions
Present products in rich detail with images, video, and 3D/360-degree views. Take orders worldwide through web catalogs tailored to each business partner.
受発注管理
How to Choose the Right Order Management System: SaaS, Excel, or a Packaged Solution?
A practical comparison of SaaS, Excel, and packaged order management systems, including costs, benefits, drawbacks, and selection criteria.
Order Flow
The big difference between the distribution/SNS type, 3D/2D type, and the integrated ordering system is the smartness of the operations after receiving an order from the buyer.
A SaaS system that specializes in BtoB apparel has functions that are suitable for complicated exhibition operations and unique and complex transactions, and is easy to use. For example, from exhibition preparation to delivery, the following tasks and processes can be completed with one tool.
- Catalog creation (photography is created separately or requested)
- Line sheet creation
- Business negotiation (chat)
- Buyer's order
- Check order status
- Aggregate order information
- Inventory status and inquiries using product management
- production management
- Picking list creation
- Issuing and sending slips
- Deposit management
- Data output to external software such as Excel
It is characterized by an efficient and low-cost business flow from order receipt to delivery, which can only be achieved by an integrated ordering system that links online exhibitions and back offices.
Changes to order details that occur during the transaction are also easy. By making corrections in one place, related data and documents are automatically corrected, greatly reducing transcription and input errors.
Is an Integrated Order Management System Suitable for an Apparel Online Exhibition?
An online exhibition tool that fits the needs and business structure of small and medium-sized BtoB apparel manufacturers is an "integrated ordering system."
There are two reasons for this.
- Optimized for BtoB transactions
- Low introduction and maintenance costs
In the future, with the evolution of distribution/SNS type and 3D/2D type platforms, it may be possible to provide a better exhibition experience to both buyers and brands, but for now, the online exhibition function of a back office SaaS that has an integrated ordering system and specifically supports apparel operations is easy to use for small and medium-sized BtoB apparel manufacturers, and can be said to be a tool that can be started at a low cost.
Three Requirements for Online Exhibition Tools Used by Small and Medium-Sized B2B Apparel Companies
Now, we will tell you three points that you should keep in mind when deciding which one to choose from among the many online exhibition tools that come with an integrated ordering system.
1. High-Quality, Versatile Product Presentation
The quality of images and videos is very important at online exhibitions where you cannot see the products in your hands.
If you cut corners in the visual presentation of your products, your brand image and credibility will be ruined.
Choose a tool that allows you to post large, beautiful, and large numbers (preferably unlimited) of videos and images with particular attention to composition, image quality, and story.
High-quality multi-step zoom function that clearly expresses even the details of fibers
Apparel SaaS product page where you can post videos, 3D, and 360° images
2. Multiple Exhibitions with Different Terms
Basically, you can create an exhibition for each season or collection, but it would be a good idea to choose a tool that allows you to change the content for each buyer.
If the products you want to propose differ depending on the buyer, such as buyers with a proven track record, buyers who are doing business for the first time as invited guests, or buyers with conditions or preferences regarding the product lineup, it would be convenient to be able to guide the exhibition through digital catalogs and collections created for each buyer.
Additionally, the ability to set discount rates, transaction terms, and payment terms for each buyer is a necessary feature for apparel manufacturers with many business partners.
3. Support for International Transactions
Online exhibitions that can be held anywhere require tools that can accommodate not only distant buyers but also overseas buyers.
In particular, if the buyers you are dealing with are based in different countries around the world, being able to conduct transactions in multiple languages and currencies at the same time is a must.
Tools that allow you to respond in detail, such as setting language, currency, product information, price, and transaction conditions tailored to overseas buyers, are useful.
Instant Order Links: A New Way to Sell and Take B2B Apparel Orders
"Instant Order Link" is a sales tool that can be completed by simply creating a URL.
- This is one of the functions of an online exhibition tool with an integrated ordering system. Simply select the products you want to catalog in a product list, click a button, a URL will be created, and a web catalog will be automatically created at the link destination.
- Even if you don't have an e-commerce site, if you send the URL via email, LINE, or Zoom chat, the other party will link to the product page, complete the order, and start the transaction. Buyers who place an order using the instant order link will be automatically added to your buyer list.
- Since the URL has a password attached to it, it is possible to make it so that only the person you give the password to can see it.
- For overseas buyers, you can also create a URL with a different language and currency.
As apparel manufacturers develop digital marketing, they may be able to try out the following ideas for expanding sales channels.
- Directly guide you to advance products and custom-made products
- Flexible transaction support for existing customers
- Trading channels other than websites and online exhibitions
- Utilization for customer-only campaigns
If your brand sells BtoC products, you can also post it on your SNS timeline or use it for influencer marketing. In addition, by using the automatic response function of LINE's official account to send instant order links, you can create a channel that allows you to easily place orders from your smartphone.
A Tool That Remains Essential Beyond the Pandemic
The impact of the coronavirus pandemic that began in 2020 has led to changes in the movement of goods and people, transaction methods, and work styles around the world. As the situation settles down, things may go back to normal, or things may continue in a new form.
In particular, industries and operations that have been able to improve efficiency through DX, increase productivity, and create added value do not have the option of returning to their original state, and are required to evolve further.
Small and medium-sized BtoB apparel manufacturers are no exception.
DEXTRE supports wholesale operations for trading companies and manufacturers, including apparel businesses. Users apply order management, online exhibitions, and instant order links to receive orders through email, events, and other sales channels.
Online exhibitions not only reduce the cost of exhibitions, but are also easy for buyers to access, provide a wealth of information about each product, and are easy to view, giving buyers more time to consider products carefully than they would at a physical exhibition.
For both manufacturers and buyers, online exhibitions have streamlined operations and become a more valuable contact point. Please see the article below for case studies of manufacturers who have said that they will continue to see online exhibitions as a "necessary tool" even after the coronavirus pandemic has passed.
Case study
CATERPILLAR PRODUIT CO., LTD.
CATERPILLAR PRODUIT uses DEXTRE for domestic wholesale and exports, creating order confirmations, delivery notes, invoices, and export documents from one system.
Summary
The situation surrounding apparel manufacturers has changed significantly over the past two to three years.
It looks like it will be a while before we can hold real exhibitions on the previous scale.
Under such circumstances, many apparel manufacturers have begun to take on the challenge of online sales activities and expanding sales channels. Online exhibitions are evolving rapidly in response to rapidly increasing needs. Platforms are not limited to SNS and SaaS, but simple URL sales and collection presentations that make full use of VR and AR are also emerging.
The pandemic increased the use of online channels across industries and among consumers. Apparel manufacturers now need to decide how digital channels can support growth and help them capture new opportunities.
DEXTRE provides SaaS for BtoB apparel manufacturers that includes back-office operations such as online exhibitions and order management. We support BtoB apparel manufacturers who aim to improve their sales activities and operations across real and online channels, from both system construction and practical aspects.
Contact us to discuss how to start an online exhibition or introduce and operate a business system that fits your company. Contact DEXTRE.
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