Clothing B2C And &Nbsp; Internet Brand Parasitic Venture Capital.

Traditional clothing brands are mostly "playing with tickets", and online clothing brands are "parasitic".

Although China's clothing B2C is developing well, the industry generally reacts and lacks the demonstration effect of the traditional costume giants.

First, comprehensive B2C Mall: at present, the best development is still Taobao mall, which is sold on the theme of clothing, and youstars, which is similar to the main luxury brand. Although Taobao mall continues Taobao's pattern of clothing as its theme sales category, its development direction is obvious for the network "Department Store Plaza". Its development direction is horizontal, and it is impossible to invest too much energy in the clothing industry. But yousrars started to adapt to the trend of luxury demand rising at home, but after all, it is a niche channel. At present, it only relies on the legendary "luxury procurement team" to collect luxury guerrilla units around the world, and sells fifty of its brands.

Second, the website of B2C, which is built up by the Internet, is like the most popular fan, Mcglaughlin, Masa, Marceau and so on. In the current form and data, customers are indeed a miracle in the B2C industry. The speed of growth can be described in an astonishing way. The development concept of online ZARA, sound financing, continuous brand innovation and service upgrading all indicate the good development trend of the brand. But Mcglaughlin, who has already been listed successfully, is not so lucky. The vigorous support of venture capital companies has helped the rapid development and expansion of the brand. However, after the listing, the method of rapid recovery of funds is undoubtedly a spoil and encourage behavior for the current low profit clothing company B2C, which relies on venture capital. In the near crazy fashion B2C wave, how to maintain sober and steady development is the biggest problem before customers.

Third, the traditional clothing giants choose to enter Taobao C2C flagship store: the famous international clothing brands such as Lining, Nike, Ou Shili, JACK&JONES and other traditional clothing giants are now in Taobao's flagship store. Compared to the clothing brands such as van Kee pin and so on, the traditional clothing giants are more like "playing tickets" in the C2C flagship store. The reason is that clothing e-commerce is developing rapidly, but the total sales volume is very limited compared with traditional business, and the market is not stable and mature. Therefore, most of the traditional clothing giants hold a wait-and-see attitude towards B2C. It is precisely because there is no traditional clothing industry to enter the B2C demonstration behavior, resulting in the current Chinese clothing B2C market without a head of the "melee" state.

"Consumers" look at Chinese clothing B2C

At present, China's clothing B2C industry, with the aura of the dark horse in the new market, has strong support from the international venture capital company, plus the popularity of the traditional clothing giants. However, from the end of consumption, what is the attitude of online shoppers to Chinese clothing B2C? Reporters randomly visited dozens of target online shoppers, and selected the more representative ones to listen to what they said.

1. Taobao Mall: embarrassing "Taobao upgraded version".

The internet name "doomsday flower" is a loyal fan of Taobao. It has nearly 5 years of online shopping experience. She did not catch cold at Taobao mall clothing. "Although Taobao mall is far better than Taobao in terms of service and product quality, I feel that her volume is still too small. For example, last winter, I looked at a padded dress from a physical store, and there were many purchases on Taobao. I searched many times in the mall. And is online shopping not for cheap? The same down coats sold by the same brand in Taobao mall, though lower than the original price of the product, have not been lower than the activity price in the entity store. When I bought a Metersbonwe dress and found that it was the same as the discount price of the physical store, I no longer had a cold on Taobao mall.

"I think it's better to wander around Taobao. At least there are enough styles, and the prices are generally lower than the physical stores. In my view, Taobao mall is upgraded version of Taobao network, and the upgrade is neither fish nor fowl. To be low and not thorough enough, there are too few types of quality to choose. " {page_break}

2. customer service: it is a brand in our mind.

Mr. Wang, 28 years old, works as a sales supervisor in a two tier city. The main clothing brands include JACK&JONES, YOUNGOR and fan Kecheng. Online shopping experience is about 1 years. "In the country, men dress very much. Especially after joining the work, I prefer the casual business menswear. However, at this age, our income is limited, but clothing is the first impression of people, so there are several brands with high recognition in the same life circle.

"I used to wear YOUNGOR, JACK&JONES and other men's clothing brand, although the purchase time is more difficult, but clothing from workmanship to brand is cost-effective, more suitable for me is still in the entrepreneurial stage of the young man. 09 years later, with colleagues online shopping, and then locked all customers. I think everyone in the craft, brand awareness is not inferior to any store clothing brand, and cheaper than the same grade brand price, high cost performance.

"Now, in the office, everyone asks about the newly bought clothes, I am very proud to say that Hakka. In our mind, it is already a brand. "

3. flagship store: it always feels that it is not brand's "biological".

Liu Xiaojie is a flagship store that listens to friends and begins to pay attention to his own brand. But after browsing, I was disappointed.

"A year ago, I saw a me&city white down jacket. Because the store did not engage in activities, she went to her flagship store to try her luck. The result is the same price, and most of the rest of the products in the search shop are off-season activities. There are very few categories in the season, and most of them are original prices. If it is the same price and the variety is not as cheap as the physical store, why do we have to buy it online? Later, when the local shopping mall did activities during the Spring Festival, it bought the down jacket.

"Another time, I helped my boyfriend go to JACK&JONES's flagship store to find one of his clothes. It is found that the goods displayed on the shop are very limited and there is no discount. Instead of going to the local shopping mall on weekends, even if there is no discount, you can pick up a couple of upper bodies and try to wear them later. I think this brand flagship store is not as good as the exclusive stores in our residential accessories, and the goods are incomplete, and the discount is basically off season. Ha ha, not the brand's own child. "

Through the consumer response to visit, we can find that even if network promotion advertising is doing well again, word of mouth is still an important factor restricting the long-term development of enterprises. The future of Chinese clothing B2C will not depend on the attention of venture capital companies, nor is it the expansion speed of network B2C.

The Chinese clothing B2C in the scuffle needs Taobao mall to slow down and expand their sales growth rate.

It is even more necessary for all the guests to be conscious of who they are and where they are.

In other words, when the traditional clothing giants can wait and see, when clothing B2C needs to be powerful and powerful, it is necessary to have the strength and courage to eat the leader of the first big cake to tell them where the success is.