Garment Enterprises In Twenty-First Century: &Nbsp Or E-Commerce.

According to the statistics released by China Internet Network Information Center in January 19th, as of the end of December 2010, the number of Internet users in China reached 457 million, an increase of 73 million 300 thousand compared with the end of 2009.

According to other statistics, China's Internet users are 5 times more than India's, almost double the number of the United States, and new users are increasing at a rate of 6 million per month.

About half of China's urban population is in use.

On the basis of such a large Internet user, China's e-commerce continued to grow rapidly in 2010. The scale of pactions reached 4 trillion and 800 billion yuan, up 33.5% over the same period last year, and it is expected to exceed 10 trillion yuan in 2013.

Internet renowned consulting firm Erie research found that China

Online luxury consumption shows

The Chinese e-commerce market based on cheap and good quality seems to have no intersection with luxury goods that are born with high-end lines.

Luxury has long been watching the development of e-commerce with onlookers' attitude.

Nowadays, China's luxury age has arrived. It is understood that at least 80% of the world's top luxury brands have entered China. Even so, the market for them is less than 40% of the major domestic brands.

This means that e-commerce has become a way to solve the luxury brand expanding the Chinese market.

Therefore, accompanied by the soaring consumption of luxury goods in China, Fifth Avenue, vip.com, glamour, Jiapin, poly net and hoha network are all...

These luxury discounts e-commerce websites, which are only two years old, have sprang up.

Luxury brands abroad are also concerned about the development of e-commerce in China. The Armani group was formally launched in China at the end of 2010. The Emporio Armani website is the first such website launched by the large luxury group.

Now luxury companies are increasingly turning to the Internet for growth.

Armani has entered the Chinese market through e-commerce, proving that the luxury industry is seeking to expand its influence on the most rapidly growing Chinese high-end consumer.

John Hooks, vice president of Armani group, is not shy about the measures to be launched in China: "China is very important to us and to anyone else. It is too much to exaggerate this importance. To develop e-commerce is to cater for this point". John Hooks

The number of China's 400 million Internet users is incredible abroad. Armani hopes to launch a special electronic store to reach a new group of "younger, more computer savvy consumers" and "Mobile China rich".

The rising consumer group of the middle class is the main force in these e-commerce websites.

"Some consumers in China are not sensitive to whether the product is new for the season, so it is critical to seize the consumer mentality that requires brands but has limited financial resources."

The operator of poly net said so.

Although the domestic luxury discount website has only started two years ago, many investment cases have surfaced.

In December 2009, glamour raised $13 million.

In the beginning of 2010, Jiapin net, which had already held the Taishan angel investment fund, acquired the second round investment from song wo capital and jiapong capital several months later.

Not long ago, vip.com received DCM and Sequoia Capital of 20 million US dollars in venture capital.

There is another voice coming out, "Chinese luxury consumers have gradually shifted from pure LOGO worship to consumer experience."

The voice of convergence is the leader of luxury e-commerce website.

"First of all, I am very happy to see the bright future of China's luxury market.

However, I want to do luxury e-business in recent years, and I should have the obligation to tell the vast number of consumers that luxuries not only rely on LOGO to show their identities.

In the west, luxury consumption is a habitual consumption, because luxury is not only a commodity, but also a culture that pays attention to quality and details. It is closely related to the accumulation of history, the design of art, and the expression of culture.

As a representative of luxury e-business leaders, Hohhot CEO Lian Ting Kai believes that the idea of passing luxury culture is the basis of e-commerce.

"As an individual, Huha has been working hard to create a luxury culture experience. Its purpose is to lead China's growing middle class to get a different lifestyle from their predecessors."

The aim of hoha network is that China's luxury e-business should integrate the world's luxury into the Chinese way of life.

Sellers rush Online

In 2010, the number of e-commerce websites continued to grow. By the year December, the number of websites has reached 1.86, which has increased by 16.13% compared with the beginning of the year.

Although there has been a decline in the growth rate of 28.62% in 2008 and 66.63% in 2009, but the slow decline in the overall number of Internet websites in recent years has shown the vitality of the e-commerce industry.

In 2010, the number of B2C websites increased from 10 thousand and 100 at the beginning of the year to 11 thousand and 800 in December of that year, and the growth rate reached 20.45%. 80% of the new websites added to e-commerce websites all year round belong to B2C.

Although the number of B2C sites is very high, the number of active sites that people visit is not high. In December of that year, only 1420 B2C sites were visited by netizens every day. The annual growth rate of B2C active sites was 3.68%, far below the growth of the number of stations.

In the US e-commerce market, half of the top ten retailers are B2C websites operated by traditional enterprises. They quickly occupy the commanding heights of the industry by virtue of their brand and resource advantages, and achieve good results. This confirms that traditional enterprises have an unmatched advantage in entering the e-commerce market.

However, the traditional enterprises that have been concentrating on traditional businesses are still facing a lot of development bottlenecks when they are doing e-commerce. Especially in operation, the challenges are coming from all aspects, from supply chain, warehousing to distribution, are all new challenges.

In addition, how to do well in offline and online strategic positioning and balance the channels are also important issues for traditional enterprises to enter the e-commerce market.

China's garment industry is the representative of traditional enterprises. Up to now, the traditional clothing brands no longer ignore this rapidly expanding and rapidly growing e-commerce market, and have been testing the water e-business, though many are still in a state of unwillingness to accept, but this trend has been unstoppable.

In Taobao's sales ranking, traditional clothing brands such as ONLY, Jack&Jones and so on are on the list, and sales growth rate exceeds three digits. This shows that if the traditional brands really adapt to e-commerce sales channels, the potential is endless.

Of course, as far as the current development of e-commerce in China is concerned, the decline of store sales will not be realized in the near future, but this trend has already appeared in the United States and has shown strong performance.

According to statistics, the volume of e-commerce pactions increases by 6%, the sales of stores will drop by 17%, and profits will drop substantially, which has caused a certain impact in the United States.

This is worth thinking seriously by traditional clothing enterprises.

Consumer growth is fast.

Jiang Qiping, editor in chief of "Internet Weekly", Secretary General of the information research center of the Academy of Social Sciences, said: "at present, the volume of e-commerce pactions in China shows explosive growth, but the proportion in the whole social retail and commodity trading accounts for only 2% to 3%. In 2011, it may be further raised.

Compared with developed countries, we still have a gap.

The volume of e-commerce pactions in the United States now accounts for 7% to 8% of the total, while in Korea it is even higher.

Of course, the number of Internet users in China is relatively large, and the growth rate is relatively high, so it is expected to enter the rapid development stage of e-commerce.

According to statistics, in the e-commerce industry visitors, the number of visitors who had purchased behavior increased by 20.15% in 2010, the fastest growing year in the past three years.

In December of that year, the number of netizens who participated in purchasing behavior reached 15 million 910 thousand. The peak of the whole year appeared in September 2010, reaching 16 million 320 thousand, becoming a new historical peak.

However, the growth rate of buyers is still slightly slower than that of Internet users, which makes the proportion of the number of visitors in the industry in the overall decline, the annual average ratio in 2010 is 5.03%, a decrease compared with 5.69% in 2009.

The characteristics of the following four points: first, in the context of the rapid growth of the total number of Internet users, the growth of the number of visitors can be expected; two, the current enterprises pay more and more attention to Internet advertising, which makes most netizens click on advertisements and enter e-commerce websites; three, with the improvement of Internet credibility construction, the netizens' confidence level in online pactions has increased, and the number of Internet users participating in online buying behavior has increased rapidly; four, because Internet users and Internet users of the Internet age account for a large proportion of new Internet users, and the time needed to cultivate this group's online trading confidence and habits is more than that of young urban netizens, so the proportion of Internet users with buying behavior continues to decline. Nowadays, the number of visitors in the e-commerce industry

In January 6th, China's largest shopping platform, Taobao's independent shopping search engine, launched the annual shopping search hot words list in 2010. This shopping search keyword ranking includes annual comprehensive shopping search hot words, annual hot search products, annual hot search products, annual hot search featured keywords and so on.

In this list, 80% of clothing related accounts show the potential of the e-commerce market and the consumer's passion for clothing e-commerce.

Clothing e-commerce, after a boom in martyr PPG in 2006, created a myths of the clothing industry in the next four or five years, and now the myth continues.

E-commerce will undoubtedly make the competition pattern of garment industry go to another stage. It is not just the shift between brand and brand, but the integration of traditional channels and electronic commerce, which may bring about a revolution instead of a revolution for the garment industry.