From Fast Fashion To People's Fashion -- Clothing Retailing Industry: Deepening Network Consumption

From e-commerce to fast fashion to people's fashion, Internet sales have escalated in recent years.

According to reports, Google has launched a new type of mobile phone. When consumers see goods they like, they can take pictures of their barcodes, synchronize Internet search, find the lowest price and place orders.

This is a revolution in consumption patterns under the conditions of technological progress.

Xiao Li, who loves shopping but is too lazy to shop, needs to buy some products every summer.

Unlike his parents, Xiao Li likes shopping online.

"Going to the mall is just going to look at the style and go to the shop to buy the same style."

"10.7% of people said that online shopping is the main way of their daily shopping, 14.6% people are willing to take online shopping as the main way of daily shopping."

Beijing zero index information consulting company media public relations assistant Zhang Xian said after conducting the related investigation.

"Post-80s lack of experience in dealing with people, and online shopping is adapted to their consumption habits."

OC&C strategic consulting global management partner, Michael K. Jary, senior partner of global retail and consumer goods business, said.

Indeed, compared to the 70, the 80's prefer online shopping. They will experience the suitability of clothing in the physical store, and then go online to clean up the cheaper styles.

In fact, users choose to buy products online, the first item is clothing and apparel, on average, Taobao sells 266 items per minute.

It can sell 140 million clothes a year.

It is reported that the scale of China's online shopping market will reach 464 billion yuan in 2010, when online sales will account for more than 3% of the total retail sales of social commodities.

According to Michael K. Jary, the share of online shopping will account for 25% of China's retail market in 2020.

Although experts attach great importance to the importance of Internet sales, e-commerce is not valued by clothing companies.

According to the survey of relevant organizations, only 29.2% of garment enterprises, which have independent responsibility for planning, sales or development of e-commerce, have no independent departments, but 24% of the enterprises with specialized personnel are responsible.

Even in the development of e-commerce enterprises, there are less than 30% units in the establishment of e-commerce related departments.

In addition, the traditional clothing enterprises have insufficient investment in e-commerce applications.

The reason why they are not interested in online shopping channels is that they are worried about the impact of online shopping channels on the line.

In response to this problem, Luo Lai home textile launched the brand LOVO for online shopping. Hasen, the woman shoes brand, also created a "Mason state".

And those brands that have foresight have already begun to survive on the Internet.

ZARA opened an online shopping mall in six European countries in September 2010. Metersbonwe launched a brand AMPM for Taobao mall, while Mcglaughlin successfully completed the US listing change in 2010, and everyone in 2010 launched a fourth round of financing.

"They like to surf the Internet. The Internet is an immense sea.

For enterprises, there are many ways of network marketing.

Said Lin Jing Xin, consultant of publicya international public relations company.

Lin Jingxin's argument was verified in his old age.

In June 2010, Chen went to visit suppliers in Zhejiang.

In a processing plant, the workers found in the old line were wearing customer products.

They bought these clothes online.

Old age was astonished, and the concept of "people's fashion" emerged in his head.

"After finding this feeling, I feel that everything is going well."

Chen said.

Before, he just announced that everyone from "e-commerce" to "fast fashion" track, and the concept of "people's fashion", so that he finally found the value of customers.

Yi Zhiqiang, founder of Mr.ing, first sold shoes in Taobao, and later wanted to make Mr.ing a fast fashion online brand.

But with too many models and a sharp increase in inventory, Yi Zhiqiang began a strategy.

In May 2010, Mr.ing designed a shoe named "Ruan Qingfeng" and killed it at a cost of less than 99 yuan.

Spike customers advertised the shoes, thus achieving a daily sales of 500 pairs.

And network experience has begun to flourish.

For Li Binhong, director of the national textile product development center, she first tried shopping on the Internet at 1:12 noon on December 8, 2009.

After she was registered as a customer, she ordered the order at 1:19, and at 3:29 o'clock, she was told that the order was out of stock.

9, 10, she received the order.

When she received the order, she confessed that it was still very unexpected. After opening it, the first thing was a light brown paper box, which had very clear standard color and LOGO of "genuine" and "very visual design."

Open again, two dark grey non-woven tapes, with suits and skirts.

All materials are environmentally friendly.

More importantly, she pointed to the clothes she was wearing. As a staff member engaged in product development for many years, she really felt that the product was of good quality, without even any wrinkles.

"This is the experience of consumers."

She said.

"Vic has launched the interview, we are cash on delivery, so the user can not be satisfied after trying it out," Chen said. "Customer experience is not cost is brand."

The scene brand clothing network monopoly platform broke through the traditional shopping website's single page display mode, with real block and 3D real store as shopping environment, set up shopping, sightseeing, entertainment, making friends in one.

Here, consumers can shuttle through the interactive block, enter the shop that is close to the layout of the actual shop, check the clothes, and consult with the "shop assistants".

"Fashion uprising" is the use of clothing real person shooting, so that consumers can see the actual trial effect on the website.

They also set up their own photographer and collocation division team, specializing in collocation and live scene shooting, reducing the risk of collocation and collocation.

After 80 and 90's consumption, more emphasis is placed on interaction with enterprises and friends.