Clothing Industry: Traditional Economy Moving To Network Economy

The migration of traditional economy to the network economy has been 15 years since 1996, and the Internet is really booming in China. It should be 1999 and 2000. The role of electronic commerce has been neglected in the first 10 years of Internet development in China.

Migration to the network economy

The Internet has four very important functional blocks, the first is information and content, the second is communication, the third is the community, and the fourth is e-commerce. First, look at content and information. The development of Internet advertising is accelerating in recent years. Two years ago, when Microsoft proposed to buy YAHOO, Microsoft's CEO said so, saying that the next 10 years of advertising will be the world of online advertising. It is not just online advertising that eroding traditional advertising. In fact, we understand it in a positive sense, that is, traditional advertising should be networked and must be expressed in the form of network. Judging from the habits of Internet users nowadays, the erosion of television by the Internet is also an irreversible trend.

The second is communication. The Internet brings rich means of communication, including e-mail and instant messaging tools, such as QQ, MSN and Voip. Voip network phone is through the IP network of the Internet to carry out voice communication.

In the United States and Japan, Internet phone is an irreversible trend instead of traditional voice telephone.

The third is the community. We used to go to places, buy things, and spend more time with friends. Now it is different. For the majority of Internet users, they will turn to the Internet more often. Word of mouth marketing on the Internet is much more important than our friends' recommendation, and it also has a far wider impact. This is also a revolution brought by the Internet.

The fourth is the business function of the Internet. The business function is also Electronic Commerce 。

In recent two or three years, you may have a special experience, from clothing, digital to daily necessities, e-commerce in all areas of life, are rapidly infiltrating. 10 years later, either e-commerce or logistics.

Why shopping online?

Why do netizens shop online? At the very beginning, netizens may only think that online shopping products are cheap. A digital camera can cost hundreds of yuan. This is universally acknowledged that shopping online is easy.

We conducted a survey in September last year, and found that online shopping is not only cheap, but also brings fun to online shopping.

If we compare online shopping with shopping, many people like shopping and shopping. Now more than 20% of people feel that shopping online is also fun. But in general, online shopping is still less fun than shopping. But 20% of people say that online shopping is more fun than shopping. This is a surprise to us.

At present, the main category of online shopping is clothing, and clothing has the highest proportion since last year. On Taobao, clothing It has been ranked first in three or four years. Digital products and clothing add up to half of online shopping.

In the apparel online shopping market, Taobao's market share rose again last year, accounting for 86.3%. We also made some surveys on the characteristics of online consumers, involving several average indicators of online consumers.

We have investigated that Internet users who buy clothing have accounted for 23.8% of total clothing consumption, which is an average. As you can imagine, if a person who buys clothes has 1000 yuan a year to buy clothes, 200 yuan will be spent on the Internet. Looking forward to consulting is a partner of Taobao, and Taobao's statistics are our analysis.

You can see from the 8 categories of clothing that sales of women's clothing are much larger than men's wear on Taobao. The dress reached 16 billion 300 million yuan through Alipay.

For some of the main Sale Indicators, we also made such a statistics on Taobao. According to the situation of Taobao's sales clothing, we can see that for each brand of clothing category, the number of sports shoes is the highest, followed by the sportswear.

From the Yangtze River Delta perspective, the proportion of online consumers, sports shoes and sportswear in the Yangtze River Delta is relatively low, but underwear and children's clothing are much higher than the average. This is the proportion of sellers in the Yangtze River Delta on various types of clothing sold on Taobao. Among them, the proportion of sales of sports shoes is the lowest, followed by sportswear. This is mainly about the problems of admission and exit.

That is to say, if the similar products purchased by consumers are larger than the number of sales in this province, the goods purchased by the province from outside the province will be larger than those sold outside the province.

We also made an analysis of Zhejiang and Jiangsu provinces.

Clothing online shopping in three cities in Zhejiang is mainly concentrated in several major cities. Hangzhou, Ningbo and Wenzhou together account for 2/3. Jiangsu, Nanjing, Suzhou and Wuxi together are also close to 60%.

Regional growth trends come from two points, one is the increase in the number of Internet users, the other is the increase in the average amount of online shopping. The increase in net purchases is mainly due to an increase in the number of online shoppers.

At the same time, we also illustrate our e-commerce, our online retail is still in a relatively early stage. Our current rapid growth is mainly due to the increase in the number of online shopping. (the writer is chairman of Beijing Zheng Wang Consulting Co., Ltd.)