Analysis: Changes In Apparel Online Marketing Channels In Recent Years

According to the latest Chinese e-commerce market data monitoring report released in early August by the China Electronic Commerce Research Center in early August, clothing is now the most popular and most expensive item on the Internet. Nearly 60% of online shoppers have bought clothing online, accounting for about 1/4 of the total online shopping.

Online clothing pactions are highly respected.

"Now, who dares to say that he has not bought clothes on the Internet? The working space is on Taobao.

Director of the China Payment System Research Center of Southwestern University of Finance and Economics, Professor Zhang Kuanhai, deputy director of e-commerce, Specialized Committee, told the China United Business Daily reporter that e-commerce has been developing rapidly in recent years, and Internet sales are developing most rapidly in all the consumer fields in China. More and more people are keen to buy clothes online. In 2009, the first place in Taobao's sales was women's clothing, with sales of 26 billion yuan.

Engaging in clothing

Related research reports show that in 2009, the scale of China's apparel online shopping market reached 30 billion 870 million yuan, an increase of 81.5% over the same period last year, and it is expected to exceed 80 billion yuan in 2012.

In the form of apparel online shopping pactions, the growth rate of B2C is very obvious.

In 2009, the turnover of clothing B2C was 2 billion 400 million yuan, up 99.8% compared to the same period last year.

B2C is expected to maintain rapid growth in the next 3 years, and the paction size in 2012 is expected to exceed 18 billion yuan.

clothing

"After years of development and accumulation, China's Internet development has a considerable scale, and e-commerce has emerged in the international financial crisis, showing a good momentum of development."

In an interview with the China United Business Daily, Zhang Kuanhai said that traditional clothing brands can not evade the network channel. Both the establishment of good network brand image and the opening of more sales channels, the network sales channels have strong advantages and development prospects.

Reporters learned from the China Electronic Commerce Association. Following the entry of many well-known brands such as clothing brands Nike, Adidas, Lee, G-star, Mark Ed Faye, Taiping bird clothing, Giordano also announced in the middle of August to join the apparel online shopping platform Vjia.

This is the 100th traditional brand that has entered the online shopping platform.

Zhang Kuanhai, Liu Feifei and other industry insiders told reporters that the sales volume of clothing networks continued to rise in recent two years. On the one hand, the pressure of the global economy caused by the global financial turmoil in 2008 still had a great impact on the traditional clothing industry. In this case, many traditional clothing enterprises began to look for new business models and entered the field of e-commerce.

On the other hand, clothing direct selling enterprises have seen blowout development in the past few years. Many small and medium-sized websites have springing up. New business models and products of vertical B2C websites have springing up, which provide a new marketing channel for traditional garment enterprises.

Reporters in the interview, insiders admitted that this kind of online sales channels will impact on the sales mode of clothing stores, and worry that if the trend of online sales is developing in the current form, the sales mode of clothing stores will be replaced by online sales mode in the future.

In this regard, Zhang Kuanhai, Liu Feifei and Miss Song, who love online shopping, all disagree.

Liu Feifei and Miss Song said that although they are selling clothing online, they will also have 32 friends to go shopping together in their spare time. This kind of leisure pleasure and the spiritual needs of shopping are not accessible to online shops.

"In my view, the clothing store sales mode can not be replaced.

This traditional clothing sales mode has its own advantages. It can not be disregarded only by consumers trying to wear them in the process of shopping.

Consumers with high price are still willing to buy in the physical stores.

Zhang Kuanhai told the China United Daily News reporter.

In the view of Zhang Kuanhai and other industry insiders, the future clothing online sales mode will not replace the physical store sales mode, nor will it be a subsidiary of the physical store sale just like the previous few years when e-commerce is emerging, but it will regard all kinds of clothing brand as a complementary sales channel with the entity store sales mode.

Breaking through bottlenecks is crucial

At present, the scale of garment online shopping market in China is huge. In the future, more clothing enterprises will join the online shopping platform and seek further development.

Zhang Kuanhai and other industry insiders told reporters that clothing enterprises developing e-commerce and expanding online sales channels are not overnight events. They need to break through many bottlenecks in logistics distribution, service quality and operation management.

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"Logistics is mainly distributed outside the network, which is directly related to the social logistics infrastructure and development level. In this regard, China is lagging far behind the foreign countries, coupled with the low integrity of the society. This bottleneck can not be changed in a short time, so the clothing online sales channels have also been affected."

Zhang Kuanhai told reporters that the problem of logistics development depends on the support of the whole society. The support of the state's industrial policies, in addition to the input of the national government, should also consider the input of social private capital, such as the self built network of clothing enterprises, so as to keep up with the advanced international level.

"At present, the success of logistics and distribution is all customer service, which plays an important role in the online sales of the brand without being a physical store.

This will be a reference for future garment enterprises in developing online sales channels.

A netizen who paid a long-term attention to online marketing mode told reporters.

This statement verifies the marketing concept of "the control of upstream manufacturers' cost and the sales of products with high efficiency logistics system".

Many of the apparel companies that sell online are directly entrusted with the distribution of large distribution companies.

At present, it has established its own warehouse in major marketing places such as Shanghai, Beijing and Guangzhou, and plans to expand the logistics network in other cities.

"Because there has not yet been a complete social integrity mechanism, consumers are also worried about buying clothes online.

Therefore, how to improve the service quality of online garment manufacturers and dispel consumer concerns is very important.

Zhang Kuanhai said in an interview that it is still a long process for the whole society to fully accept this business model, and all work such as publicity, promotion, demonstration and development must keep pace with it.

"Unconditional return within 30 days", as the idea of Vic's commitment to consumers, largely dispel doubts when buyers place orders online.

When a customer delivers a door-to-door service, the consumer can try it on the spot. The delivery clerk waits for the consumer to confirm whether there is any quality problem at the door. If the consumer is not satisfied, he can return the goods on the spot.

"Customer centred, ensuring the quality of service is an important guarantee for the apparel industry to expand its network sales channels, and has its own logistics network to make customer centered services possible.

But at present there are too few mature online brands like fan Kai pin.

Zhang Kuanhai told reporters.