China's Clothing E-Commerce Is Showing Explosive Growth, And Is Expected To Exceed 70 Billion In 2011.

　 This year, the pressure of the global economic environment has a great impact on our traditional clothing industry. Under such circumstances, many traditional costumes enterprise Began to find intensive business models, and enter the field of e-commerce. At present, fast growing fashion and fashion products have become our country. online shopping The first category of commodities. According to Cai Hongquan, a famous e-commerce brand management expert, Chinese clothing is predicted. Electronic Commerce With explosive growth, it is estimated that the scale of China's clothing online shopping in 2011 will exceed 70 billion yuan. Starting from the PPG which was the most beautiful scenery of the year, the pace of domestic apparel e-commerce development is faster and faster. More and more traditional clothing enterprises have joined the army of e-commerce, such as YOUNGOR, Lining, Metersbonwe and so on.

Cai Hongquan, a famous e-commerce brand management expert, said that in 2008, the total amount of clothing online shopping in China reached 17 billion 200 million yuan, an annual growth of 127%. Meanwhile, over the past two years, a large number of garment B2C (enterprise to consumer) platforms have sprung up, and many traditional clothing enterprises have begun to transform into e-commerce. Fast growing clothing and fashion products have become the first category of online shopping in China. Nearly 60% of online shoppers have bought clothes online.

The clothing industry has the characteristics of multi brand, small batch, multi style, and non standardization. Compared with standardized audio-visual products and IT products, it has some disadvantages. But the garment industry has high channel cost, high channel level and high gross profit rate. Through online retailing, it can reduce channel level and reduce channel cost. With the high gross margin, suppliers can have a lot of space to promote and promote products, and make intermediate costs to consumers.

In view of the fact that enterprises are now involved in e-commerce, in order to achieve a new growth point of sales, the use of the Internet to create brand names and the establishment of online flagship stores on various websites, Cai Hongquan said that Internet marketing has broken through the restrictions of time and space and commodity display, and tens of thousands of goods can be displayed on the website, which is more than 10 times the traditional stores, which fully demonstrates the advantages of large-scale network marketing. China has a vast territory, and the north is still in the cold winter. The south is already full of spring. This feature makes the original merchandise in the exclusive store only 2 months marketable period, on the network marketing website has 4 months of marketable period, so that it can achieve a single commodity more large-scale sales.

According to Cai Hongquan analysis, the economic benefits brought by e-commerce have forced us to acknowledge the contribution of Internet traders to the global market economy. At the same time, with the impetus of the Internet business, the entry threshold and innovation threshold of business has almost reached the lowest point in the history of human business. This is also one of the key points for different industries and practitioners at different levels.

When the new operation mode touches the traditional business mode, it will inevitably go through a running in period. Especially for the clothing industry with low threshold itself, clothing network marketing is a new challenge parallel to surprises and challenges. Truly healthy online sales require more professional ideas and technical support.

At present, there are mainly three types of clothing e-commerce companies in China. Type 1, starting from scratch, brand and platform. Such as PPG, VANCL, red children and so on. The core competency of these companies lies in supply distribution and brand marketing. Type two, based on the existing clothing brand and production capacity, "another mountain top". For example, the bird of prey BONO, the SHIFT6 of 100 round pants industry. The core competencies of these companies lie in commodity planning and supply and distribution. Type three, take the existing clothing brand as the main body, take e-commerce as an extension and expansion of its sales channels. Such as Giordano, Lining, PEAK and so on. The core competencies of these companies lie in brand marketing and commodity planning.

Cai Hongquan believes that in the clothing e-commerce market, users are the most important foundation, and it is also the driving force to promote the development of clothing e-commerce. In the future, the development of Chinese clothing e-commerce will be a collection of development for a series of Internet applications, such as users, integrated transactions, search, community, communication and information, and multi-dimensional integrated e-commerce is the trend of future development. With the emergence of a large number of new e-business models, the capital operation related to e-commerce is also very active.

　 Cai Hongquan disclosed that no matter what the situation, online shopping has become a new generation, after 80, 90% of the habit of shopping. And the growth rate of this kind of consumer is increased by geometric times, and the market space is hard to calculate. Among the 80's parents around the world, choosing children's daily clothes is not only a few of them using the network platform, but their starting point also lies in good quality and low price, which in fact brings about a hidden obstacle to the construction of brand clothing network channels. Because a psychological stereotype of online shopping is still "cheap". Without this advantage, for many people, they will not choose your product, and the advantage of the network relative to the traditional channel is much easier than that of "cheap".