E-Commerce Has Taken The "Western China" Textile And Garment Industry Into A Circle.

There is an old Chinese saying "clothing, food and shelter". As the four basic needs of human survival, clothing ranks first.

Today, China has more than 50 thousand garment enterprises, with an annual output of tens of billions of garments, and has a global grasp.

However, a large garment country is not equal to a strong garment country.

Although the global financial turmoil is weakening, China's clothing industry has seen its embarrassing situation in the storm.

Fierce competition, excessive reliance on external demand, long-term OEM, and lack of premium on brands have become more and more obvious from hidden dangers under the pressure of RMB appreciation.

China's apparel industry is beginning to keep its eyes open and revisit the once ignored domestic market, aiming to improve its fitness by practicing internal strength.

Under such a tide, the online sales clothing that was originally orderly and not too hot was rapidly becoming the market's polar sails.

It should be said that PPG was not the first to sell clothes on the Internet, but it was once the most famous.

It is precisely because PPG has spared no effort to promote the burning of money, so that the idea of buying clothes through the Internet has quickly penetrated into the consumer awareness.

Nowadays, for various reasons, PPG has fallen down and has become the martyr of clothing e-commerce.

However, behind PPG, a large number of clothing e-commerce websites sprang up like mushrooms.

Among them, there are VANCL that continue to burn a lot of money. There are clothes nets that rely on "big trees". There are "isolated soldiers in depth", only shoe products, such as Le Tao net, and Li Ning Co with "left and right sides".

These heroes are different, but they all come together for the same goal.

For the Chinese textile and garment industry, which was once regarded as a sunset industry, the emergence of these e-commerce websites undoubtedly made the sun that had already sunk in the West quickly, and rose from the East.

As the leader of China's thousands of enterprises, the listed companies have comparable resources and funds. Naturally, they will not miss the feast of the Internet industry and the clothing industry.

Public information shows that the first Internet company in China and the business treasure of listed companies join hands with China apparel network to create the clothing B2C website - clothing network, online sales of women's clothing, men's wear, sports, leisure, underwear, jeans, footwear, luggage accessories and other clothing products.

Its positioning is set up online shopping, news and information, entertainment, community interaction, mail search as a whole, based on vertical basis of large-scale clothing comprehensive portal website, the goal is to build China's largest brand clothing online shopping mall.

Since the clothing network was launched in April 2008, nearly 100 brands have been established, and sales have steadily increased.

Liao Bin, the founder of clothing net and clothing net, interviewed by reporters, said that the advantages of the clothing network mainly focused on brand cooperation, technology development, human resources and so on. With the advantage of more than 5000 cooperative brands in China's clothing network, the clothing network can complete the brand entry work in a short time. In terms of technology development, the clothing network has an experienced team of garment e-commerce development teams; in terms of human resources, the clothing net has a stable and balanced team, and the team members include both the clothing e-commerce users and the executives from the clothing brand enterprises, and the professionals who come from the traditional warehousing and logistics and customer service.

At present, what the clothing network needs most is to promote the popularity and influence of the website through market promotion, so that the retail sales volume of the network can be improved rapidly.

Venture capital is in hot pursuit.

International and domestic VC have great interest in e-commerce in China, especially the internationally renowned VC Tiger Fund. They only invested VANCL and Le Tao in the clothing business website. As a rising star, Le Tao became famous as a rising star, focusing on selling shoes. Its founder's experience in Baidu Inc has made Yue Tao a star enterprise.

For the current trend of "department store" in e-commerce websites, Bi Sheng said in an interview with reporters: "we only focus on shoes, do not sell hats, do not sell belts, and do not sell socks."

Bi Sheng also said that Yue Tao's expectation of profitability is still going on. At present, the overall B2C market competition needs market share and user volume, which is more meaningful for the long run.

The current monthly profit and loss gap is gradually shrinking, but it is not necessarily to continue to reduce it because it is associated with competition in market share.

Profit is not the purpose of Le Tao. China's footwear B2C has at least 3 billion of the market. When the users are large enough and the share is large enough, it will naturally make profits.

As for listing, Le Tao's road is still long. No ten years, do not want to do B2C well, so le Tao has no listing plan.

For consumers, how much money can they buy to buy clothes and shoes on the Internet? In this regard, Xu Gangfeng, director of China apparel network operation, pointed out that in traditional clothing retail channels, clothing production costs accounted for only 20% of the clothing price, and 50% of clothing prices were channel costs. In general department stores, the clothing buckles were about 25%.

Clothing commodity gross profit, high unit price, light weight, small volume, very suitable for online retail.

At the same time, through online retailing, the cost of channels has been cut down, so that clothing can be sold at low cost plus low price. The price of online retail clothing is much lower than that of offline channels.

Yue Tao net CEO Bi Sheng said that the same shoe, Yue Tao is cheaper than the line, because the offline shop needs to shop 10% to more than 20 of the water down.

In addition, Le Tao's free door-to-door service and 7 day unconditional return service saves consumers' shopping costs and troubles.

This is a small account: oil, road and parking fees. It takes half a day to visit a mall.

And if you go to le Tao, you will be able to do it in a matter of minutes.

Impact on offline channels?

Since the cost of online shopping is so low, will there be any impact on the offline channel providers, causing dissatisfaction?

"In fact, the Internet is just a tool," said Xu Gangfeng, chief executive officer of China apparel network.

The impact on offline channels is also the biggest concern for apparel enterprises to apply online retailing.

However, by differentiating the functions of the online and offline channels through reasonable commodity matching, and differentiating their prices and commodities, we can make full use of the new channels of online retailing on the basis of maintaining the offline channels.

Of course, powerful clothing enterprises can build a brand new network brand, specializing in online retailing.

CEO, Bi Sheng, said that it will not cause any impact on the offline channels, because there is a price difference between the same stores in different geographical outlets. The longer the time of sale, the bigger the price difference. It is difficult to measure the price of the independent B2C website at the price of one place.

Moreover, BELLE and other brands have developed their own Internet brands, which only supply online sales.

A lifetime of two, two born three, where there are commercial interests, businessmen will not let the rules and regulations choke.

Online shopping clothes rising space is not small {page_break}

According to the statistics of the China clothing association, in 2009, the whole society of China completed 40 billion pieces of clothing, of which 25 billion 982 million were exported.

According to China apparel network data, in 2009, the proportion of domestic clothing market sales accounted for 10% of the total retail sales, which is 13000 billion yuan, while apparel network retail accounted for less than 3% of the total retail sales of clothing, only about 30 billion yuan.

Since 2007, apparel online retailing has been growing rapidly, with an annual growth rate of over 80%.

Clothing has also become the largest category of online retailing.

Especially at present, garment B2C network retail development is particularly fast, including Yintai Department of traditional clothing channels have also entered the network retail.

From now on, the clothing network retail sales in 2010 will exceed 50 billion yuan.