Fashion Online Shopping Websites Chaos &Nbsp; Industry Shuffle Is Just Beginning.

Online shopping website

Miracles in financing have also sprung up.

First of all, today's capital invested 50 million dollars in diamond bird net. Aurora and NEA invested in red children for mother and infant products company. Vip.com and Xiu Xiu net won second rounds of 50 million US dollars and 20 million dollars respectively.

In the near future, LAN Tao, Jiapin net, and underwear life direct selling brand have announced the completion of the third round of ten million dollar financing.

According to the latest statistics of China venture, as of May 10th this year, 37 e-commerce financing events have occurred in China.

Among them, the amount of disclosure was 26, amounting to $2 billion 50 million, of which 1/3 invested in the fashion online shopping website, nearly two times as much as last year.

Under the massive involvement of venture capital, the whole online shopping

In fact, on the contrary, the operation of group buying website is not very optimistic. Most of the thousands of fashionable online shopping websites are still in a loss or barely maintained situation, and only a small number of them are profitable.

An electricity supplier practitioner said: "the profit of online shopping websites is maintained at 10%~15% to survive, but now even 5% is not enough. The elimination of promotion costs and manpower costs is almost certainly not profitable."

In view of this, the power to support the operation of fashion online shopping websites almost all comes from financing. Every step of the market strategy is almost dominated by capital strength. This is like walking online shopping with borrowed borrowed double crutches. Once the crutches are recovered or damaged, without the support of financing, how far can fashion online shopping go? Without the support of venture capital, the industrial chain of websites and even the entire online shopping industry will be faced with the risk of fracture, so that wind investment gold can easily become an anesthetic rather than a strong heart.

So, what kind of magic makes the fashion online shopping website swarm and start? What are the reasons for the big turning point of the group buying website? For the whole fashion industry, what kind of direction will the new force of the fashion have and how can it develop healthily? As consumers, how should we view this new fashion force? From this issue, the information times weekly will launch a special report on the survey of fashion online shopping industry to pay close attention to, dig out and uncover the mystery of the fashion online shopping website, and pay close attention to it.

The fashion industry has entered the "Warring States era".

On the other hand, one side got huge financing from the enthusiastic pursuit of "venture capital", while the other side frequently exposed the negative news such as counterfeit products, unsuitable goods and shrinking online shopping services. After the "enclosure war" on the Internet, the "hand to hand war" of the fashion online shopping industry's survival is being staged.

A few days ago, the well-known group buying navigation website group 800 released the "second quarter 2011 group buying market statistics report" shows that only 66% of users are basically satisfied with the online shopping industry, while the "excessive publicity" with 28.9% complaints rate has become the biggest criticism of online shopping.

Recently, reporters interviewed many experienced online white-collar consumers that poor service attitude, difficult refund, false low discount, counterfeit goods and shoddy are also the focus of complaints.

Survey 1

Virtual high price is reduced to "hidden rules" again.

"The original price 928 yuan Nike shoes, the discount price only needs 228 yuan!" facing the advertisement on the front page of a fashion website, which is as low as 75% off, the white collar Miss Li, who often buys online, has asked a question in her mind: "I saw in the Department Store discount store some time ago that the original price of this shoe was only 528 yuan, and 50 percent off yuan after 264 yuan. Why is the original price displayed on the website 928 yuan? Is this a false price?"

The reporter understands, at present, some fashionable online shopping websites mostly attract consumers by 1~4 discount of ultra-low discount. Although the prices of most commodities are relatively affordable, the phenomenon of online shopping "fudge" consumers happens frequently. The techniques of first lifting the plateau price and filling the water discount in the department store have become one of the hidden rules of online shopping.

The reporter once contacted a fashion online shopping website as a clothing supplier to seek cooperation, and asked to raise the original price and then set up a low discount to increase sales. The customer service personnel said that the information of the group buying must be approved by the website before the announcement can be made to the public, and admitted that the original price can be appropriately raised, but it can not be marked too high, "because the consumer is not a fool."

On the other hand, the customer service staff of another fashion online shopping website indicated that the "original price" specified specifically can be determined after consultation with the salesperson.

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Survey 2

Orders are increasing and goods are not on board.

Recently, there were media exposure, such as the sale of counterfeit cosmetics and counterfeit watches and so on. Online shopping websites such as the US, the United States, the jewelry group and other online shopping sites even appeared the French "cock shoe" domestic agent Ningbo music Kark sued Xiu Xiu net vacation, once again exposed the chaos of the fashion online shopping industry to the public.

In a group buying 1st Anniversary service satisfaction survey, reporters found that "counterfeit goods and shoddy" are among the best in the complaints category. Most of the respondents are the large online shopping websites that are widely covered across the country.

In response, Chen Yijia, vice president of Xiu Xiu network, said in an interview with reporters that some counterfeit goods and goods were not in the right place. On the one hand, after the financing of enterprises, the expansion of the business needs to be accelerated due to the requirements of the capital side. Such a large order growth may lead to flaws in the supply chain management, such as failing to scrutinized the qualification of suppliers carefully, and the growth rate of orders such as logistics and customer service.

Chen Yijia pointed out that the "cock shoes" on the show network were not imported from domestic distributors, but directly imported from overseas dealers, which attracted some attacks by domestic agents.

Another small online shopping website, CEO, who did not want to be named, told reporters that the website that he had operated for half a year had repeatedly encountered the situation that the supplier was not on board, and now he has lost about 100000 yuan.

"Now a lot of group buying websites are easy to save, and the physical products are directly delivered to the suppliers for delivery. In fact, there is a big hidden danger."

He said.

Survey 3

The price of luxury goods is no more than 200 yuan.

A few days ago, the list of China's B2C online retailer turnover 2010 TOP30 released by AI pointed out that many customers who advertised luxury websites did not exceed 200 yuan, and some consumers questioned whether 200 yuan could buy luxury goods.

Reporters browse many websites selling luxury goods, and find that their display is not all luxury goods, but also a large number of low-grade brands.

"Indeed, some websites may have only a few luxury brands in their portfolios. At the same time, they hope that their positioning can be distinguished from other middle and low end network operators, so they can use the label of" luxury online shopping website "in external publicity.

Huang Zirong, secretary-general of the Guangdong Internet Commerce Association, said that if the unit price is not more than 200 yuan, its sales structure should be mainly based on non luxury brands, and should also be tail cargo and over season goods.

"The high-end high-end brand is the most suitable one in China. It is still not realistic to buy luxury brands such as GUCCI and PARADA online. Consumers can not accept these brands online. This is a phased problem, which may change in two or three years."

Vip.com founder Hong Xiaobo said that some low-end brands such as FOX, Goldlion, KUHLE, Disney, etc., because of the wide audience, its own price and the people, coupled with a discount, more easily accepted by ordinary consumers, but also to promote the website's revenue.

For the time being, brand and low price are two factors that attract consumers.

The current situation of fashion online shopping: most of them are struggling. Profits are only a few.

In the past two years, Fifth Avenue, vip.com, Xiu Xiu net, glamour benefit, Jiapin net, Shang pin net, poly Shang net......

The luxury discount websites that have been segmented by these electricity providers have grown up, and have become white hot in the first tier cities.

Within a short period of time, whoever can "circle" the largest number of users will occupy the market "high ground", which means that when hundreds of websites are simultaneously scramble for a client, there will be a phenomenon of losing money and making money.

Many websites do not have the capability of supply chain integration and poor user stickiness. In this case, experts predict that the shuffling speed of domestic fashion online shopping websites will accelerate in 2011.

Source of goods integrated into enterprise life and death line

Reporters noted that the current mode of operation of luxury websites is basically the same. Registered members, limited time rush to buy and guarantee of "genuine insurance" are three essential elements.

"For any e-commerce website, having abundant supply chain resources is the core competitiveness, and excessive reliance on a single or a few partners will become a fatal injury to the website."

Wang Xianqing, director of the Institute of circulation economics of Guangdong University of Business, pointed out the fundamental reason for the chaos in fashion online shopping.

He pointed out that how to expand channels and continue to obtain stable and reliable commodities has become the core resource of websites.

At present, the way of cooperation between the website and its partners is to get the brand agent or to buy the goods directly through the distributor.

However, the way of packaged buyout has great pressure on the sales of enterprises, and there are certain requirements for capital investment in the early stage.

In contrast, the majority of online shopping enterprises take the form of affiliate sales, which basically has no impact on the cash flow of enterprises.

However, Wang Xianqing disclosed that brand dealers have strong control over commodity channels, and brands have requirements for the image of subsequent products.

In this regard, reporters in the interview with vip.com CEO Hong Xiaobo was confirmed.

He said that vip.com has set up a "Ministry of Commerce", specially recruited people with fashion sense to be responsible for cooperation and negotiation with brands, and has a professional shooting team and webpage production team, but the photos after filming still need to be selected through the selection of brands.

In addition, there are certain rules and thresholds for the online discount of some seasonal stocks.

Front-line shopping website different strategies to break through

Under the pressure of strong brands, there are many fashion online shopping companies from other sources, such as employing overseas buyers to buy bulk goods abroad.

The show has advertised the office of fashion buyers in 10 countries and cities and hired overseas buyers.

However, according to the Announcement No. fifty-fourth issued by the General Administration of Customs last year, the import of 20 kinds of goods not to be duty-free or the value of individual articles worth more than 5000 yuan should be taxed, raising the threshold of tariffs. Some big names also explicitly stipulate that a customer can not purchase more than 3 pieces of the same commodity at the most, and the changes of these external factors undoubtedly increase the cost of the enterprise.

In this case, the reporter learned that, at present, the online shopping websites that survive can take different strategies to break through. For example, Jiapin net backs to Europe's largest sale network Buyvip, which has established a stable business relationship with many luxury goods suppliers in Europe and America. Fifth Avenue mainly relies on its founder Sun Yafei's experience in expanding channels of human relations accumulated by his overseas experience. He mainly gained the experience of famous brand OEM OEM before founding team, and got the first-hand brand agent abroad; while he walked on the basis of developing his own brand and distributing two legs, his own brand and other brand share ratio was 4:6.

Experts: shuffle is just beginning.

After burning money, in addition to Mcglaughlin's fashion and fashion website can be listed on the bright side, those who did not get financing most of the small and medium business survival situation is worrying.

Insiders pointed out that most of the thousands of fashion shopping websites are still at a loss or barely maintained, and only a small number of them achieve profits.

While online shopping has to maintain 10% to 15% profit margins to survive, but in order to fight for customers, online shopping price wars frequently fought, and now even 5% are not available. Excluding promotion costs and manpower costs, it is definitely not profitable.

The latest investigation report of AI consulting shows that over the past two years, the e-commerce website B2C has been broken down by a large number of rice grain mall, Home Yi Station, long news network, tomato tree and so on. Qian search network has also been struggling to sell to Jingdong mall at the beginning of last year after struggling.

Recently, many reselling information about B2C websites has been circulating in the industry.

The price varies from several million yuan to hundreds of thousands of dollars according to the time of establishment, industry visibility, profitability, daily IP visits, ALEXA ranking and Baidu inclusion.

Wang Xianqing said that this year will be the most brutal year for Chinese electric providers, and will also be the most eliminated year for small and medium-sized websites.

2012 will be the first year for China's online shopping industry to become mature.

After the survival of the fittest, more comprehensive fashion online shopping enterprises may leave less than 10 in 5 years.