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Selling Shirts Online Sometimes Difficult in China

Monday 28th of May 2007 09:33:47 PM

Shirt manufacturer PPG Shanghai sells its shirts online in an effort to cut down on costs and reach more people. Shirts include both professional and casual shirts that can be ordered with embroidery on the cuffs, chest, or collar if the customer prefers. Pants and jackets are also available. The company is owned by PPG Direct Merchant Inc., which is based in Delaware, USA and has hopes of starting a US based web site in the future.

Shirts are cost effective because all materials are outsourced and sold directly to the customer without much marketing. The company has hired over 300 hundred operators to take orders online at any time of day. The company also keeps much lower inventory on hand, which lowers storage costs. Currently, they have a seven day inventory, while other retailers have a 30 day inventory.

The website is attractive to men because it is very easy to buy shirts in various colours and styles. Those who are looking for gifts can order shirts with personalised embroidery. With simple designs and a large variety of colours, PPG Shanghai hopes to become as big as brand as companies like Uniqlo.

While the company has had success, it has also had its struggles. On average, men in China and Shanghai tend to buy fewer shirts than in other regions. Revamping the return and exchange policy is another issue the company must address. For now, they have a 90 day return and exchange policy that customers can take advantage of.

Starting a web site in the United States may help increase sales because men in the US tend to buy more shirts. But the marketplace may be more competitive as there are more US web sites for men to shop.

(c)Emily Macinnes, www.sxc.hu