2010 The Watershed Of China'S Online Shopping Clothing?

It thrive and thrive.

The rise and flourishing of China's online shopping apparel industry has been in this short span of three or four years. The financial crisis has made the traditional clothing enterprises' foreign trade channels suffer a great impact, but let the Internet channel "unexpectedly" flourishing in the initiative and passivity, just like the SARS period, the Chinese online game market and the online shopping market were flourishing.

It was also in the time of financial crisis that venture capitalists found new opportunities for a lot of real gold and silver, and online clothing B2C was becoming a new favorite.

For example, in 2010, the fourth round of financing was launched in 2010. According to the general practice, this may be the last large-scale financing for everyone before listing. As a peer, Mcglaughlin, a different model, completed a historic financing equity change in 2008. Sequoia China bought the shares held by Hua Ping fund at the cost of $80 million, and officially held the position of Mcglaughlin. Subsequently, a series of actions by Mcglaughlin showed that it is likely to become a Chinese clothing "light company" that landed on the US capital market.

In addition, almost all of the traditional clothing brands are more or less involved in the development and development of online apparel B2C business.

If Taobao's shop operators are included again, this group is already quite impressive.

However, behind the fire, especially with the frequent emergence of investment institutions, it is found that the market is accumulating Matthew effect: the stronger and stronger the weaker, the weaker and weaker; the excellent people are constantly speeding up, and the backward ones are being disturbed.

Will 2010 become the watershed of China's online shopping clothing?

Brand watershed?

Subdividing the participants of Chinese online shopping clothes, we can divide them into three categories, one is the self built online clothing brand company, that is, pure e-commerce companies, such as fan, Masa Marceau, etc., one is the network sales channels established by the traditional clothing enterprises, and the other is the multi-channel clothing B2C enterprise, the most representative is Mcglaughlin.

There is not a large number of clothing business enterprises on Taobao, but on the one hand, many of Taobao's electricity suppliers are C2C businesses. On the other hand, some of Taobao's retailers have become one of the franchisees incorporated by traditional clothing companies.

Among the three participants, the most need to make the brand is undoubtedly the first and the third companies. Although the online shopping brand of the traditional clothing enterprises also needs to be built, after all, because of other channels supplemented by cable, there is often less urgent sense of brand crisis.

The statistics of the market also prove this point forcefully.

According to AC Nielsen's advertising monitoring results, in the first two months of this year, fan and Mcglaughlin became the top runner in the online advertising campaign, and the advertising value estimates were 50 million 800 thousand yuan and 50 million yuan respectively.

If we calculate the advertising of plane, outdoor and other emerging media, we believe that the amount of input will be quite amazing, even if the traditional clothing enterprises are rich in money, they will not be able to enjoy it.

Obviously, as the two leader in the market, both sides are working hard for the brand.

It is necessary to continue to "bombardment" the brand, on the one hand, because it is an effective way to stimulate sales; on the other hand, it is also a necessary price to make a new brand. After all, clothing is ultimately dependent on brand value.

However, online shopping clothing starts with the low price advantage far below the traditional channel. Therefore, in the subconscious consumer's purchase, the first orientation is often the price, which will be a fatal blow to the company that wants to buy online clothing brand.

According to the survey of Chinese clothing brand and clothing online shopping in 2009, if people put all the clothing brands together, people's cognition of clothing brands is still mainly familiar with names, such as Nike, Adidas, Lining, Metersbonwe, KAPPA, etc.

However, if only the white-collar workers in the first tier cities are taken as the object of investigation, we believe that the online shopping brands such as van Mcglaughlin and others still have quite high popularity, because this class is one of the most active network users.

It is precisely aware of this point that customers continue to carry out the brand promotion of these subdivided online customers.

Xu Xiaohui, the vice-president of the company, said that Wang Luodan, the heroine of the TV series, such as "struggle" and "my youth who made the Lord", was identified as the brand spokesperson because her "white collar fashion role is exactly the same as the brand appeal of everyone."

In addition, the company also focuses on the college students' group. It is understood that fan is now taking the selection of image spokesmen in major universities across the country, and through this event marketing to influence the important group of the network users.

In addition to everyone, Mcglaughlin is constantly carrying out the bombardment of the media. Since the second half of last year, Mcglaughlin has intensified the publicity and publicity work in the major mainstream financial media. In addition, he has also worked with Shanghai TV to cooperate with fashion columns to spread the brand idea of fast fashion.

Compared with those companies who are committed to making online shopping clothing brands, more enterprises only regard the Internet as another sales channel, especially the traditional clothing enterprises.

"In the eyes of most enterprises, the Internet is defined as a channel," said Shao Guoyun, an e-commerce researcher.

For these enterprises, it is obviously unrealistic to create online shopping brands, even though their understanding of online shopping clothing B2C is uneven.

And this difference of understanding is leading them to another watershed.

Strategic watershed?

Nowadays, the Internet channel is not a problem that we are willing to or need not, but whether the enterprise can occupy the advanced stronghold in the future strategic support.

"The network is not only a channel, it has begun to show the trend of virtualization, and people can use the Internet to complete almost all life needs."

However, even though the Internet has such a huge potential and importance, it still stays at a low level for traditional clothing enterprises. Foreign brands such as GAP have already accumulated rich experience in online shopping.

An institution has made a corresponding investigation of the application of e-commerce in Chinese clothing enterprises. As a result, as of March last year, only 29.2% of the independent enterprises specializing in e-commerce planning, sales or development departments accounted for 24% of the total number of enterprises. "There are no independent departments, but there are specialized personnel", accounting for 24%. In addition to IT professionals, there are 5.4% enterprises without specific e-commerce planning, sales and development personnel, and 41.3% of the garment enterprises without "IT professionals" or "e-commerce planning, sales and development personnel".

Even in those enterprises that have already launched e-commerce, less than 30% of them have set up e-commerce related departments.

In addition, the traditional clothing enterprises have less investment in e-commerce applications: e-commerce related infrastructure investment is less than 10 thousand yuan, up to 29.8%, and annual investment is below 50 thousand yuan, which is as high as 73.5%.

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So, for many traditional clothing enterprises, the reason why they are not interested in online shopping channels is that they are worried about the impact of online shopping channels.

Because for the entity enterprises, the most fearful thing is three things: dealers cut their prices privately, disrupt the price system, distribute goods, disrupt the channel system, fake commodities and disturb market confidence.

Many traditional clothing enterprises suffer from this kind of pain when the online shopping clothes are just rising.

For example, Lining said that in early 2008, when the official website of Lining opened, there were 700 shops selling all kinds of Lining products online.

"There seems to be a lot of good ending for traditional brand businesses to embrace online sales," said Lin Wenqin, MMbuy shopping network CEO. "Only a few companies can solve the puzzle of integration of virtual and reality."

Lin Wenqin believes that the failure of traditional brand enterprises to invest in online shopping channels has many similarities.

For example, the traditional well-known brands are not sold online, but the traditional brands are in sync with the entity channel prices, and the sales volume is extremely unparalleled. The traditional brands are lower than the entity prices on the Internet, causing the entity customers to complain, the dealers protest, the traditional brand online shopping is in retreat, and then succumb to the dealer pressure and the price is unified, so the website becomes the price list and the display.

For traditional clothing enterprises, due to the short chain of interests and the characteristics of channel DC, the network channel is naturally lower than the traditional channel cost. How to make the online and offline channels complement each other has become the key to start and develop their own online shopping channels.

For enterprises, we should first understand what e-commerce means to the value of an enterprise.

It is neither a matter of indifference nor a swarm of bees. The key is to figure out what the strategic orientation of e-commerce is.

As the industry pointed out, e-commerce on UNIQLO is aimed at improving terminal coverage; P & G's e-commerce is designed to meet the new needs of existing consumers.

If the enterprise only generalize the sales volume and fails to implement the specific value point, the accuracy of the market strategy will be greatly reduced.

It is easy to find several proven practices to analyze the practices of existing garment enterprises.

It is a strategy adopted by many traditional brand enterprises to distinguish brands from different channels.

For example, Roley's home textile launched the brand LOVO for online shopping, and the brand of women's shoes, Hasen, also created the Mason state for the network channel.

This practice of creating new brands, though slow start and training takes time, is worth looking forward to in the long run.

In addition, international merchandise under the online channel is also one of the strategies. This is because many famous brands, especially the high-end international fashion brands, are accustomed to letting customers miss the feeling they can't buy, and will not easily let these brands enter the online shopping channel.

Another strategy is time sale, which is a very popular mode of operation now.

Its website will not be a traditional directory format, but will be sold in one file and one file. Each time period or daily or weekly, only a promotional product will be launched for its members, and the activity will be cancelled at the end.

This mode can not only carry out intensive shipments in a very short time, but also affect the offline channels, which is popular in Europe and America, such as Gitt Groupe.

The industry believes that the Internet provides clothing with tools and models, rather than a shortcut to success, because the operation of clothing brands can never be divorced from the essence of the apparel industry.

For companies that want to make online apparel brands, brand is the first priority, and design plays a vital role.

For today's online clothing companies, people always seem to find that they are wandering between "creating a clothing brand or making a channel platform".

Now, with the deep involvement of investment institutions and the online shopping clothing companies that will go to the capital market during the year, it is clear that whether the new reclamation land will usher in the baptism of the market watershed?