Home >

Online Clothing Brands Are Gradually Being Sought After.

2009/1/16 11:30:00 60

??? 日本語 Fran?ais English 中文

No matter how "stealth" Li Liang of the United States "design" the next appearance of PPG, PPG, the brand that pushed clothing online shopping to the stage of history, has been fading away in the eyes of consumers.

But it left behind a large market that was activated by clothing online shopping.

　　電子商務(wù)：渠道拓展的先鋒

2008 is the year when e-commerce is booming.

2009 will also continue the glory of 2008.

As a pioneer of clothing business innovation, PPG, VANCL as the representative of light assets and heavy channel companies quickly recognized by consumers as the professional background of clothing, while Taobao, pat and other professional shopping websites already have stable consumer groups, and have unique advantages in the expansion of clothing channel. At the same time, Lining, Giordano, news birds, seven wolves, Metersbonwe and other traditional clothing giants have entered the retail market by way of cooperation and self built channels to help the clothing online shopping market continue to heat up.

According to Taobao's sales data, in 2008, the scale of nationwide apparel online shopping is expected to be 17 billion 110 million yuan, accounting for 6.3% of the total retail sales nationwide.

In addition, the trend of market segmentation and market expansion speed are the key words to open the clothing online shopping market in 2009.

PPG and VANCL represent men's wear. Fashion uprising stands for women's wear. Monroe net represents underwear.

Most of these differentiated shopping websites are based on the strategy of "multi brand, short channel, sales instead", but successful marketing strategy has made them a synonym for all kinds of clothing and converged into a strong force in the apparel online shopping market.

Data from AI consulting show that the volume of online shopping pactions in 2008 was close to 130 billion yuan, an increase of 130% over 2007.

The users' attention and sticky index of shopping websites continued to rise in 2008, especially the number of sticky indicators such as visits and browsing pages. The growth rate of 9~11 has obviously accelerated, indicating that the shopping website itself has formed a certain brand effect in the minds of consumers.

　　女性網(wǎng)購勢力逐年遞增

The growth rate of female netizens exceeded that of men for the first time in 2008.

According to data from the US network traffic statistics company ComScore, website traffic for women's groups has increased by 35% over the past year.

In addition, the number of female websites visited 84 million people in July 2008, which is 27% higher than the same period in 2007.

The rapid growth of advertising volume and network traffic of female websites has attracted the attention of media giants and venture capitalists.

AI consulting has also announced that it will organize a female website research team this year.

CNET China acquired 55bbs after its acquisition of Onlylady, and CNET also bought Glam, a hot female website. In this acquisition boom, clothing is becoming an important network sales product.

Compared with the conservative consumption attitudes of male consumers, women's perceptual knowledge of online brands and their tolerance towards products have contributed to the continuous warming of women's websites.

　　網(wǎng)絡(luò)服裝亟需品牌榜樣

In December 12, 2008, VANCL officially released a brand new definition.

VANCL describes its latest brand definition as follows: "VANCL is a clothing and household fashion product brand made by the Internet.

VANCL adheres to the quality of the international market and the middle class, and promotes a simple and decent life.

As the most prominent clothing network dealer in the post PPG era, this shows that VANCL, also known as "light asset", no longer strengthens its low cost of operation, but tries to start building a strong image of VANCL network brand.

From the strategic pformation of VANCL, it is easy to see that the rapid rise and rapid fall of PPG has made the industry realize that the strategy of light assets management of garment B2C is not strategically wrong, but because of the low threshold of the industry, the price war is inevitable.

Whether the operation can be a benign operation cycle depends on whether the brand is strong or not.

Indeed, the biggest temptation of online shopping lies in low prices.

According to the relevant data of "special price king", a shopping search website that has long studied the behavior of online shopping consumers, because the risk of online shopping is higher than the purchase of stores, consumers of online shopping pay more attention to the credibility of Internet sellers when they purchase their behavior, not the product quality and brand value valued by stores.

Take the fashion uprising website as an example, since the website of the main women's wear was launched in 2006, it has taken the lead in the online implementation of the multi angle photos of the real models, showing the effect of T network.

Clicking on each garment, consumers can view the product from 8 angles through the slide mode.

At the same time, fashion uprising websites rely on strong overseas sourcing resources and fast delivery services to become brand websites.

Whether the strategic pformation of VANCL or the fashion vanguard atmosphere created by fashion uprising website shows that online apparel needs brand example.