China's Speed Of Clothing Online Shopping: Market Segmentation As An Accelerator For Clothing Touches

　 sturm und drang

Recently, Analysys International released quarterly monitoring of China's online retail market in the second quarter of 2011. Data show that in the second quarter of 2011, the scale of China's online retail market reached 192 billion 400 million yuan. Among them, clothing sales reached 44 billion 500 million yuan, an increase of 8%, an increase of 68.9% over the same period last year. The proportion of clothing products accounted for 23.1% of the total transaction volume.

Affected by seasonal factors, the second quarter of the apparel online shopping market ended last quarter. Declining trend The volume of transactions increased by 8%. On the one hand, the main body of growth will benefit from the steady sales volume of Taobao and Taobao stores. On the other hand, apparel brands and distributors will enter the online shopping market through various ways, thus stimulating the growth of the market. It is noteworthy that many innovative enterprises emerging from the clothing market will also bring new driving force to the future of clothing online shopping market.

　　 Suning mode

Online shopping is not only a flourish in the clothing industry, but also a great charm of the Internet sales. While quietly breaking the limitations of home appliances and entering the department store, Suning set the 300 billion yuan sales target equivalent to the physical store for e-commerce.

In June 19th, Suning Appliance launched a 10 year plan in Nanjing headquarters, achieving sales of 350 billion yuan and 3500 stores in 2020, which means that 200 stores will be opened in the future. What is even more striking is that by 2020, suning.com's sales will reach 300 billion yuan, almost flat with the real storefront. According to Zhang Jindong, chairman of Suning Appliance, the future electronic commerce will promote "another Suning".

In fact, Suning has gone farther than the entity store. In 2011, suning.com broke through the limitations of traditional household appliances and consumer electronics to enter the department store industry. cover Clothing, cosmetics, books and mother and baby products, and other popular online shopping categories, and even commented that Suning's goal is "online WAL-MART."

The "left and right beat" was once the biggest taboo in the face of e-commerce in the home appliance chain. The magic weapon for attracting customers is low price, which is bound to impact the sales performance of the entity store, and may even lead to confusion in the original purchase and pricing system. The appliance chain industry once adopted a conservative strategy for e-commerce, but in 2011, with the growth of over 100% growth rate in Jingdong mall, Suning and Gome went all the way to online shopping. "In 2010, the total number of online shopping transactions reached 4 trillion and 500 billion yuan, up 22% over the same period last year. This market is still growing at a high speed. If sunning doesn't do it, it will leave the opportunity to others. Besides, we haven't seen much impact on the entity store. Suning Appliance vice chairman Sun Weimin said. In his view, Suning wanted more than to increase a sales channel, but rather to promote new changes in the industry through the Internet. "The retail industry will shift from a labor-intensive industry to an information intensive industry. In the future, Suning wants to become a consumer data operation company, providing integrated applications and content services to users and suppliers." {page_break}

　　 Online and offline

Obviously, in the field of clothing, it is hard to have a brand comparable to Suning's huge sales network. It is also very difficult to find a company willing to spend the same energy with the entity store to shop online. The latter involves the collective interests of brand dealers and agents, which is the reason why many brand decision makers are not wrapped up. But if there is a forward-looking vision, aware of the importance of online shopping, instead of letting other network brands seize customers, it is better to divert tourists from the physical stores to their own network brands.

"The shop is very busy, but there are not many people who buy clothes at last." This is a common reflection of clothing salesmen over the past two years. Now many customers try to wear clothes, then note the type of clothes, and then buy them online. The physical store is like their "fitting room".

Of course, some experts expressed concern about the increase in the benefits of online and offline consumption patterns. "The disadvantage of traditional clothing lies in the conflict of interests between virtual channels and traditional channels in the current development process. If we follow the online operation mode, the price orientation of the lower position line will be lower than that of the offline price, and the sales volume may increase on line. However, the increase of this amount may also bring about a decrease in line. The final increment is just a transfer of sales volume, and the enterprise will not be able to get the profit from the increment. At present, the prospect of e-commerce is optimistic. If enterprises want to develop in the long run, the optimization of front-end interface, the management of background system, the expansion of payment methods, the improvement of the whole logistics and distribution system, the training of online customer service, and even the study of consumer psychology are very important for enterprises involved in the field of electricity supplier.

　　 Department store crazily

The clothing brand is difficult to duplicate Suning's e-commerce layout for various reasons, but the department store as a retail predator plays the role of Suning in the clothing industry. In recent years, major chain store chains have been touching the net.

For consumers, when friendship stores and Guang Bai Department stores have their own online shopping centers, will they go to the online shopping mall of physical department stores or department stores? Of course, before answering this question, what consumers most want to know is: do they sell the same thing? If it is the same, is the price the same? If the price is different, do you enjoy the same service? Objectively speaking, these are some differences, they are not more than the appearance of the complement of the entity store, but by the credibility of the department store itself to attract consumers' consumption.

It is understood that the products of the major department stores are mostly the same under the line, but each department has different characteristics in dealing with the same price on the same line.

For example, the "Yintai network" on the Internet and Yintai Department tries to build an online platform independent of physical stores, which is not affected by traditional operation modules, and faces the consumption of the entire Internet as a whole. Therefore, there are two sets of price systems under the online and offline. Yintai department store 239 yuan CABBEEN short sleeved T-shirt, Yintai online can buy 93 yuan, the market price of 6897 yuan Gucci package, Yintai online only need 4690 yuan to buy; online 170 yuan left bank jeans, in fact, the body shop price is 379 yuan.

But friendship network Tesco uses the format of extending service functions from offline to online, so friendship insists on not engaging in two price systems. Jiang Guoyuan, deputy general manager of friendship, said that friendship is not like Taobao. It has its own pricing principles. The price is basically the same under the online and offline prices. Membership cards are also linked online and offline. But "friendship" will provide some special benefits for new online consumers, such as the new batch of brand spike that started in August 6th, and choose the best price combination to meet online customers.