Online Sales Also Want To Say That The Brand Clothing Shop Shop Conflicts Are Difficult To Understand.

In the first quarter of this year, the volume of Taobao clothing was 16 billion 240 million yuan, and the research institute predicted that the total amount of clothing online shopping will reach 115 billion yuan this year.

However, because of the conflict between online sales channels and offline stores, the brand clothing of Heng Yuan Xiang is still in a state of desire to enter.

According to the data provided by Taobao, in the first quarter of this year, the turnover of Taobao clothing was 16 billion 240 million yuan, and the turnover of men's wear, women's wear, men's shoes and women's shoes increased by more than 140% compared to the same period last year, reaching 2 billion 560 million yuan, 6 billion 460 million yuan, 460 million yuan and 1 billion 290 million yuan respectively. The growth rate of sports shoes was the lowest, up 77.9% from the same period last year, reaching 740 million yuan.

Zuo Wei, director of Taobao apparel vertical market, said that with men's brand JACK&JONES as an example, the amount of online sales is up to 5 million yuan on a single day, and Lin Li, general manager of Lining Electronic Commerce (e-commerce channel) Co., Ltd. disclosed that Li Ning Co will launch special products for sale in June this year to catch up with the rapidly developing clothing online shopping market.

According to the research report released by the consultation, it is estimated that the amount of clothing online shopping in 2010 will reach 115 billion yuan, which is expected to increase by 79.7% over the same period in 2009, compared with 64 billion yuan in 2009.

Although the prospect is broad, online shopping has not yet become an important performance support point for clothing giants.

Hu Chenrong, director of BELLE e-commerce operations, said that in the second half of 2008, BELLE began to do e-commerce. At present, BELLE has already developed more than 100 network distributors. The online shopping platform currently has less than 1% of the sales revenue of BELLE group for less than more than 10 thousand entities.

Gu Haolan, manager of Kappa e-commerce department, also said that the concept of online shopping has been put forward in 2005. After years of deliberation, Internet sales account for about 4% of Kappa's total revenue.

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In fact, the clothing giants that have already been strong and big in the traditional market are still in great misgivings when they enter the online sales market.

Lv Jing, director of marketing department of Heng Yuan Xiang, believes that Li Ning Co and others are mainly under the influence of online sales to offline sales.

Lining's target consumers are 14~28 year old young people. This is also the main force of Internet users. The more consumers online shopping, the lower the sales volume of offline sales channels. Lv Jing said that the target consumers of Heng Yuan Xiang are about 35 year old male groups. This sub consumer does not coincide with the main users of the Internet. In addition, if Heng Yuan Xiang reluctantly launched the online shopping business, he just moved the original line of business to the network platform. Basically, the same consumers could not expand the number of consumers, so Heng Yuan Xiang did not start the online shopping business.

Mark Ed Faye, director of operations of the direct marketing project Department of Lin Ping, said that many traditional clothing enterprises were embarrassed when they faced the problem of online shopping. Taking Mark Ed Faye as an example, the online shopping platform was once full of fake and shoddy products, and the prices of goods were chaotic, leading to complaints from the offline salesmen to Mark Ed Faye. Besides, the quality of products sold on the Internet was uneven, so that consumers did not have a high brand evaluation and poor consumption experience.

Hu Chenrong said, clothing online sales look very beautiful, online and offline sales channels can be perfectly integrated theoretically, but this combination is conditional. If we put a lot of energy on the development of online channels, enterprises will take a detour, and online and offline channels need to merge for a long time.

Hu Chenrong told the first financial daily that in the future, BELLE will not set the target ratio of online sales to total sales, and online sales is not the key issue that BELLE is considering.

Lin Ping introduced that, in the next 3~5 years, Mark Ed Faye's online sales products are mainly seasonal products and special products for the network. Over the quarter products account for about 30% of the products. About 30% of the products are sold on the Internet. Offline stores are no longer selling inventory products, so the products on line and offline are not intersecting. They are two sets of different price systems, and two kinds of sales channels can go hand in hand.