The Clothing Industry Is Three Points In The World, Luxury Goods, Designer Brands And Civilian T-Shirts.

After more than 20 years of development, China Clothing industry Begin to usher in market Subdivision era, clothing Electronic Commerce Although the field has only a few years of growth history, it has followed the trend of industry segmentation. Every subdivision market contains huge potential and profit margins.

Consumers in the same market segments have very similar needs for certain products. This requires market segments to exist in real or potential ways, rather than unfounded and unrestrained fabrication. In the field of clothing e-commerce, although its market segments can not be fabricated, they can be created. This creation relies on the foresight of consumer demand. After several years of development, consumers in the Internet market have gradually revealed their preference for several subdivisions.

Luxury brands lower their prices for touches.

According to the 2010 business blue book released by the Chinese Academy of Social Sciences, the total consumption of luxury goods in China in 2010 was 9 billion 400 million dollars, the first time to surpass the US and the consumption volume was second only to Japan. The latest research report of China Brand Strategy Association shows that at present, China has the ability to purchase international brand names to reach 13% of the total population, reaching 250 million in 2010. Under such a background trend, since the end of 2010, international luxury brands have been sold online in China.

In November 26, 2010, one of the largest luxury brands in the world, Armani, Giorgio Armani, announced in the fashion capital of Milan, Italy, that the Chinese online store was officially opened with the domain name emporioarmani.cn. Giorgio Armani said in a statement, "in view of the popularity of online consumption and the growing importance of the Chinese market, I have decided to open a Emporio Armani online store in China. We have a large number of consumers in China, and they will definitely like this way of shopping."

Many luxury shopping websites such as the United States, Britain, Italy and other European countries have also spotted the high-end consumer market in China. They have assembled the top brands in Europe and the United States, including LV, GUCCI, Prada, Fendi, Armani and other top brands. They include men's clothing, shoes, handbags, underwear, accessories and other comprehensive fashion department store websites, and have accepted Chinese subscribers.

"2010 China luxury report" shows that half of respondents are willing to buy luxury goods online. The huge potential of online luxury consumption in China has made brands "jealous". Therefore, relying on a more professional user experience B2C may solve the problem of brand owners better.

In fact, the number of luxury websites in China is relatively small, but the momentum of development is booming. In the show network, Fifth Avenue, Le Shi, Shangpin, Jiapin, vip.com, glamour, poly net, hoha network and other fashionable online shopping mall launched, Jingdong mall and other comprehensive websites have also set up luxury channel, and fan V+ also known as the end of the trial water luxury sales. Almost all luxury brands are keen to open up e-commerce market. Gradually gathering popularity and winning consumers.

Luxury goods on the e-commerce platform has become a common practice. Many luxury goods companies are rushing to the online luxury market. However, once these luxury goods are linked to such cheap words as "discount" and "group buying", their quantity can only be regarded as expensive high-end products. Bringing the international high-end fashion products to the e-commerce market which originally labeled "low price" labels, catering to the increasingly fragmented e-commerce market and the increasingly accurate positioning of the commercial customers. It is too early to say that expensive big cards on the page can let consumers buy. Even though domestic luxury group buying websites are flourishing, there is no single dominant phenomenon. In the plates of the world's second largest luxury consumer countries, websites are competing in the Warring States period.

Designer brand is not lonely

With the continuous expansion of the scale of China's garment industry, the continuous improvement and development of the consumer market, and the constant change and maturity of consumers' understanding of clothing and consumption concept, more and more designer brands are coming into line with people's attention.

Whether it's aka, rip and silk and post conceive, these members of the grass root design brand, which have taken a firm place in the network designer's brand market, are still a group of D2C flagship shops called Taobao designers launched by Taobao, bringing together the top designers in the country to sell the new products through the design draft + model show. Various phenomena are showing to us that when consumers' appetite is not only limited to commodities themselves, they want to pursue things in addition to practicality except for their practicality and psychology. Designer brand is gradually subdividing from the big market of garment network to satisfy consumers' higher level needs.

"Ge TOP Chao shop" is one of Taobao's most popular women's clothing stores. Whenever you want to add the new style, the seven grid will first upload the new design to the shop. Let netizens vote and vote in QQ group to discuss, and finally select the styles that everyone likes to make changes, then upload to the website, repeat several rounds, and finally get on the shelves and produce. This completely subverts the traditional mode of designers to lead the fashion trend. Designers close the door to capture the fashion elements and their inspiration, decide the next quarter's style design, and let consumers decide the trend of style and fashion. And such a mode can only be realized on the Internet.

In addition, designer brand is popular in the network, not only to meet the needs of consumers, but also to provide designers with a market to explore exports. "For some just starting designers, the cost of opening a shop offline is too expensive, and few people can support it. And the network just gave them an opportunity, greatly reduced the cost, and broke the geographical constraints, providing a platform for the national consumers. " Yue Tao net CEO Chen Hu said in an interview with reporters.

Some second-line fashion designers lack sales platforms. To design, we need studios, small workshops, and design and sew each piece of clothing for money. Time, energy and cost are not comparable to those produced in mass production. For them, diversification of clothing category, their own market is small. A network platform is like a brokerage firm that helps designers to package and promote.

Civilian T-shirts are popular.

T-shirts, as one of the simplest clothing categories, are now popular among consumers. This kind of clothing that stands on the T platform and the market place itself represents a symbol of freedom and independence. Any idea or proposition can be directly and eye-catching on a small T-shirt. The spirit reflected in this T-shirt culture coincides with the network culture that pursues individuality and advocates self-respect. In the development of Internet market, it is like a duck to water and fits the consumer spirit of netizens.

Low prices, arbitrary designs and wild styles all make T-shirts seem to have no reason to stand out. This is a glimpse of the sales of all fans. In 4 years' time, sales volume was 2 billion yuan in 2010, and 100 million clothes were expected to be sold by 2011. The advantages of the Internet platform for easy search and massive space display are to enable Vic to have the confidence to plan to achieve three times sales volume with the design of 1500 personality patterns and the constant price of 29 yuan, and stabilize the fast fashion T-shirt market. And this massive design and rapid supply chain reaction are all traditional enterprises can not absorb.

For a time, the T-shirt war burned to the Internet, and the cheap flag of $29 was set up to make the smoke more intense. The price war of every B2C enterprise is unavoidable. In the rising of all brands of clothing, the fast fashion of the Internet will bring low price and massive advantages to drag the T-shirt market into the pattern of scrimmage this summer. After last year's bombardment of objects and advertisements on the ground, other brands began to resist and face up to the challenge. In Metersbonwe's special T-shirt, there are not only original personalized patterns, but also 59 yuan price. The dream of network brand is only 19 yuan. The slogan "creating street fashion people" is the same as Vogue's popular fashion.

A few days ago, Mcglaughlin announced the introduction of the 9 yuan T-shirt, which is similar to the price of a T-shirt of 29 yuan before. It includes long, short, low collar, waist and other styles. The T-shirt design includes cartoon, stripes, European style and other styles. In addition, Mcglaughlin also plans to launch a variety of "29 yuan" and "39 yuan" basic T-shirts, which only have the same color difference and the same style. Most of the T-shirts are basic, but the colors are different. The printed patterns on T-shirts are different.

The cheap T-shirts launched by various companies have already succeeded in detonating the eyeballs of online shoppers, and the T-shirt market has been scorching by this T-shirt craze.