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Clothing Industry E-Commerce Industry: The Next Step Is The Bubble.

2011/7/16 15:33:00 33

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The bubble of e-commerce will definitely be broken in the first half of next year. "

Li Yong, founder of private tailor and CEO of sutier underwear, told the writer directly.

The Tsinghua graduate student has many stereotypes of e-commerce practitioners: Institutions of higher learning, science and Internet brands.

But Li Yong did not seem to be.

Bubble burst

The expected impact of mood.

"I am a full dress man, just making clothes on the Internet."

This is Li Yong's position for himself now, and also the reason why he is so strong.

Going deep into the industry, researching the industry, studying the development history and trend of the industry at home and abroad, studying the supply chain, studying the operation of the successful brand, and studying the consumers, Li Yong's business ideas are almost two different from those of the traditional clothing enterprises.

Then, as for the crisis that the bubble of e-commerce bubble will break, it is clear that we need to start from the internal mechanism and future development of the garment industry, and make the interpretation according to local conditions.

Who will be affected by the bubble rupture?

Traditional clothing enterprises

Looking at e-commerce, to some extent, it is still in the long view stage.

At this time, whether the single day trading in Taobao mall breaks through 900 million, or if Ma Yun talks about the collapse of the e-commerce bubble, it will cause great ripples in traditional service companies.

Bubble will break will affect the future development momentum of e-commerce?

This is the most direct problem of many traditional clothing companies.

In fact, approaching the field of e-commerce, we will find that the collapse of the bubble does not mean a global collapse.

This bubble is more of a bubble caused by overheated investment.

Its rupture will mainly affect three kinds of people.

One is VC, VC has invested a lot of money for the industry, but most of the investment will end in failure, and it is difficult to get the expected return from the projects that are frantic; the two is the professional managers who can not create the corresponding value. After the investment bubble burst, the owners will tend to measure the input and output of each person and each post, and not create enough value for the enterprise to create enough talent for the unemployed. Three, it is hard for the media to get the high advertising cost in the period of the crazy expansion of e-commerce.

To sum up, bubbles exist in the capital field, not the whole industry of e-commerce. The crisis triggered by the bubble burst will not bring disaster to the development trend of the whole industry.

Because in the field of e-commerce, enterprises that rely on capital investment to achieve growth are still few.

In other words, although the enthusiasm of VC capital is very high, most e-commerce companies remain calm.

"In the past few years, VC has studied more about the concept of e-commerce, and we have studied more about our clothing industry, first studying industries and customers, then e-commerce."

Li Yong said.

Almost at the beginning of private tailors' business, VC was in touch with Li Yong because of the concept of "electronic commerce", but he never found a sense of cooperation with VC.

In 2008 and 2009, VC focused more on e-commerce, not enough attention to industry and brand, and lack of in-depth understanding.

Without a deep understanding of the industry and consumers, we can not agree on this point, and it is hard to achieve a real brand.

Therefore, private tailors have never worked with VC.

A cautious attitude did not make Li Yong lose the chance of development. On the contrary,

Private tailors

Relying on the intensive cultivation of the profession, it has gained an excellent reputation and rapid development. Now the private tailors have redefined the supply chain from the aspects of volume, fabric, plate making, production, quality control, logistics and so on, and established the most responsive and custom-made supply chain system in China, thus laying the foundation and core competitiveness of the private tailor becoming a high-quality cash cow.

Now, VC is paying attention to e-commerce and brand, and has begun to study industries and consumers in depth.

In pursuit of greater dreams, Li Yong sold some of his private tailor's shares at the end of 2010 and founded Suzhou's underwear.

In the process of deep communication between "sutier underwear" and VC, he found that apart from the topic of "e-business", they had more common topics on industry, consumer, brand and supply chain.

"The burst of capital bubbles will actually be good for enterprises that we have always insisted on doing, and of course it will also be good for traditional clothing enterprises."

Li Yong believes that the collapse of the capital bubble and the withdrawal of some e-business enterprises will yield part of the consumer group and expand the customer base.

At the same time, after the new round of shuffling, the company's structure and operation basis will be further improved.

In fact, the reshuffle in the e-commerce field is very similar to the development track of that year's website.

At the beginning, there were many websites with sina, Sohu and NetEase. After a round of shuffle, many websites began to choose the development direction of personalization and niche. Even the three major portals began to focus on each other.

Yang Dayun, President of UTA Fashion Management Group, believes that the reshuffle after the collapse of e-commerce bubble will bring more diversified and personalized business enterprises, which is a fine adjustment process in the industry.

Compared with the unlimited Internet audience, targeted targeting is also the development needs of e-commerce in the future.