The Rate Of Increase In Online Clothing Brand Is Only 20% Of The Traditional Brand.

At the second annual conference on eCommerce recently held in 2011, Zhang Shulve, chairman of masa Marceau, admitted that the network's own clothing brand has become a "killer weapon" to challenge traditional clothing industry, and its finished product rate is only 20% of the traditional clothing industry.

Zhang Shulve pointed out that private brand clothing B2C is right. Traditional clothing A disruptive change in the industry. From the perspective of operation cost, the cost increase of traditional clothing industry in the distribution system, store construction, warehousing and logistics, human resources and other aspects is large, and its price increase is 8-10 times. The e-commerce brand is only about 2 times, which brings more benefits to consumers.

He said that from the point of view of gross margin, clothing is a relatively high industry, Marceau is positioned in the high-end, we can always be profitable. But the primary task at this stage is to enhance user experience and enable users to get more cost-effective products.

According to introducing, Masa Marceau completed the performance of traditional costume for at least 5 years in only two years. E-commerce has greatly shortened the growth cycle of clothing brands.

At present, Jingdong, Dangdang and other e-commerce giants are heading for the apparel industry, and the traditional clothing brands are also rapidly testing the waters of e-commerce. Zhang Shulve believes that vertical subdivision companies are more professional and focused in the industry chain and supply chain management, integrated platform and traditional clothing. brand It's hard to do that.

"Private brand plus" Electronic Commerce It can cultivate users' brand awareness, brand stickiness and loyalty. Zhang Shulve said, traditional clothing enterprises choose to cooperate with professional platform or outsourcing, is a good choice.

In view of the fierce market competition in the field of e-commerce, Zhang Shulve believes that the slaughter of integrated platforms will become increasingly fierce. After the market shuffle, 2-3 companies will occupy nearly 80% of the market share. The vertical category B2C will also be subdivided and developed rapidly. Each industry can accommodate 1-3 large companies.