Domestic Garment Companies Want To Break Through Online Shopping

With the rise of online brands, traditional clothing companies have been testing e-commerce, clothing has become China. Electronic Commerce The core strength. Related statistics show that clothing category now occupies 40% of e-commerce retail share.

Because of the natural advantages of the e-commerce industry as a fast fashion garment industry, in recent years, the traditional brand has been developing rapidly. clothing Enterprises have accelerated the pace of entering the electricity supplier. At the same time, this year, VC has shown a high interest in the clothing industry. Industry experts predict that this year's clothing industry will exceed the level of wind farms. and Electricity supplier channel The development of the garment enterprises has also seen the hope of finding out a new way to break through. Information Times reporter Wang Xiaomei

This year clothing VCs or over the calendar year level

The quarterly monitoring data of China's online retail market in the second quarter of 2011, released by Yi Guan think tank, the data acquisition and Analysis Agency, showed that in the second quarter of 2011, the scale of China's online retail market was 192 billion 400 million yuan. Among them, sales of clothing products amounted to 44 billion 500 million yuan, an increase of 8%, an increase of 68.9% over the same period last year. Clothing, as the most popular online shopping product, is becoming more and more concerned.

Industry experts said that China's apparel industry is expected to maintain an accelerated growth in the future. In 2011, VC/PE's investment in China's textile and garment industry will exceed the calendar year level since 2005. The reporter made a rough statistics. Since the beginning of this year, there are at least more than 10 news reports about the vogue of clothing websites, including the completion of B round financing by Massa Marceau, the completion of the third round of million dollar financing by Jiapin net, the joint venture investment of 50 million yuan from vip.com to Sequoia and DCM, the 40 million dollar B round of financing by LAN mu, and the 50 million yuan C round financing of the Shang pin network, while the August Hua Ping investment fashion e-commerce show network 100 million US dollars, so that many business executives have doubled their confidence in the development of e-commerce enterprises.

Venture capital continues to focus on clothing vertical B2C business development, but also will reach the Taobao B2C brand. The reporter noted that the sales of Taobao women's brands were only 1 million 80 thousand yuan on last year's singles day, and the annual sales volume was only about 16000000 yuan, and the sales volume of singles day alone has reached about 18000000 yuan this year. Insiders say that this is mainly because of the financing of venture capital this year. According to its disclosure, there are still many "brand names" that are similar to those of wind and gas companies.

According to the analysis of Qing Ke research center, the competition in China's clothing market is fierce, and the industry pattern is not stable yet. Although the number of large scale enterprises is increasing, the strength of stamina enterprises will be fierce, which will affect some leading enterprises. The changing market structure also means opportunities, especially for capital.

Electricity providers and fast fashion clothes hit the nail on the head.

"The essence of fast fashion is speed and profit." Yang Dayun, President of UTA Fashion Management Group, once said that for fast fashion as a fast fashion industry, fast and changing is the key word to win.

"E-commerce has natural advantages in this respect." Cao Lei, director of the China e-Business Research Center, said: "fashion changes require garment companies to track the market in real time, anticipate changes in customer needs, respond quickly to customer requirements, and e-commerce, through user interest survey and customer feedback information collection, provides a low-cost technological means for enterprises to achieve this goal."

It is understood that with the rapid development of clothing brands in the field of e-commerce, the traditional brand clothing enterprises have accelerated the pace of e-commerce. At present, there are more than 5000 traditional clothing enterprises on Taobao, which are developing online direct selling through different forms. According to the data of China Electronic Commerce Research Center, more than 75% brand clothing enterprises touch the net.

For the problems faced by traditional clothing enterprises, Chen Xuejun, a special researcher of the China Electronic Commerce Research Center and CEO of China clothing network, said that the enterprises that first set foot in the electricity supplier should prepare for the "tuition fees". Enterprises should avoid conflicts with existing channels as far as possible and launch independent "network brands". Enterprises should pay attention to the input of talents such as e-commerce operation and technology, and then pay attention to division of labor and outsourcing.

In addition, the industry pointed out that there are many problems in the e-commerce industry of clothing industry. For example, in the field of integrated B2C retail, the main problem is that the cost of developing channels between enterprises and brand suppliers is large. For online brand retailers, the main problems are single commodity line and huge cost of promotion. For the traditional brand online retailers, the problems are single brand, channel construction and operation cost. For vertical B2C retailers, the main problem is the huge cost of promotion and low gross profit.

Electricity providers help apparel industry breakthrough

In 2011, the export situation of China's textile and garment industry is still complex. The pressure of RMB appreciation and the rising cost of labor, raw materials and fuel power and other factors, such as the weak economic growth in developed countries such as Europe and the United States, and the sluggish consumption, all affect the export orders of China's textile and apparel industry.

A report from the China Textile regulator Center said that the current export growth rate dropped by 17% compared to the first half of 2011.

The disadvantage of the export environment caused many garment enterprises to reduce export orders and difficulties in operation, so the traditional clothing enterprises began to change, and the transformation of marketing mode became the first step for enterprises to change their management strategies. More and more enterprises are gradually starting their own "brand" from the original "OEM", hoping to rely on the booming electricity supplier to find a way to break through.

Cao Yi, general manager of garment factory, told reporters that it is also a good choice for traditional clothing enterprises to make good use of e-commerce platforms such as Alibaba and Taobao in the early stage. It is understood that before the promotion of clothing "OEM", after years of development, last year began to run its own clothing brand. "At this stage, we are going to walk on two legs" OEM + brand ", and will continue for a period of time. Cao Yi said.

Reporters learned that similar methods of clothing enterprises are still in the minority. Insiders said that in fact, these export enterprises have some advantages in doing business themselves. Generally speaking, the quality of export products is good in itself, and enterprises own their own production factories. What they need is to train a professional e-commerce marketing team.