Online Apparel Brands May Exceed Traditional Clothing Brands In 35 Years.

In November 23rd, the fourth China garment e-commerce summit was held in Shenzhen.

More than 100 domestic e-commerce enterprises have begun to exchange topics on the development of clothing e-commerce and network brand building.

Lv Bowang, founder of Beijing Zheng Wang Consulting Co. Ltd.

Lv Bowang: Thank you very much for your leadership and guests to attend the fourth EC summit.

Thanks to the clothing enterprises in Guangdong, we also appreciate the guests from the Yangtze River Delta, Fujian, Beijing and other parts of the clothing brand who have made a special trip to Shenzhen to attend the two summit of the year.

This year is the first time in Shenzhen to hold a summit on clothing e-commerce.

We have fully felt the enthusiasm of Shenzhen leaders and local enterprises in e-commerce.

On behalf of the organizer of the conference, I would like to extend a warm welcome to all of you.

I'm not very good at speaking, and I can't say anything on the scene.

I also hope to carry out a pragmatic policy all the time, and try not to do some forms of things, and to share directly with the topic. The purpose of the meeting is to make the clothing e-commerce industry develop faster, better and healthily, so that those who do not do e-commerce, share the experience of the pioneers in the industry, promote thinking, and have in-depth exchanges on topics of common concern in the industry, this is the purpose of the meeting.

One, everyone has thought that many people want to know more clearly than me why e-commerce can develop so fast in China, and discuss this issue from the perspective of economic and social development of e-commerce.

There are several aspects of the development of e-commerce in China:

First, the structure of young netizens.

Compared with other developed countries, China's Internet has first started with young people. Over the past two years, three years ago, Internet users aged 18 to 24 accounted for more than half of China's Internet.

Netizens under the age of 30 account for 70%. Improvements have been made in the past two years, because they grow year after year.

The structure of young netizens is a feature of Chinese society in the Internet world.

Because Internet users are relatively young, it is easy to try new things on the Internet.

Shopping online, buying new styles on the Internet and buying cheap things are very easy to form word of mouth.

Second, Internet users since the Internet.

This is also a unique characteristic of China.

It is mainly the monotony of our print media, newspapers and television, and the Internet can freely express its opinions.

Third, the spare time being squeezed out.

Now the urban development is very fast and the work structure is very fast.

Most people go out early in the morning and arrive home at 89 o'clock in the evening. Traffic is still heavy on the road.

Spare time is largely squeezed out by the pursuit of work and career.

This is especially related to the development of online shopping.

Fourth, the Chinese character and social relationship.

SMS and SMS are unique in China, forming a short message industry in China.

I think it is a contradiction between social and social groups, resulting in the development of short messages and the emergence of the short message service industry.

Online shopping also has contradictions in promoting the long development of online shopping in China.

A brief summary of the contradiction between social singleness and diversified lifestyles.

Fifth, China's passion for entrepreneurship and business.

Everyone wants to start a business, everyone wants to do business.

The situation is very common in Chinese couples shops and family stores.

Chinese brains are very smart, and can be tough to overcome any difficulties and obstacles.

E-commerce infrastructure in China is much poorer than that in western countries, but the development of e-commerce is a rare growth in the world.

Therefore, the unbalanced development of economy and society has become the high-speed driving force for the development of our e-commerce.

Some of the things that the Internet sees are the hot spots of the Internet, two or three or even one or two years.

The earliest is the portal fever.

We believe that the gateway is the throat of the Internet, and the gateway is a viable form.

Unfortunately, 35 years later, the banner of YAHOO was surpassed by search engine company Google. Search engine, when Google was developing, thought it would surpass Microsoft and become the first technology company in the world.

But Google now faces enormous challenges.

Like Facebook, social networking, wireless Internet and apple mobile phone, the challenges are many aspects.

It's not so easy to sit on top.

In China, from the door to the SP, SMS and online games, China has been on the rise. It has been hot for two or three years. How many years will it last? This is also a concern.

What I see now is a comparison chart of the overall development of the online retail and retail industry in the United States. It has gone through almost three stages, and has experienced 100%, 70% and 80% high-speed growth. After the Internet bubble burst, the development speed of e-commerce in 2000 and 2001 dropped to 30% and 40%, and maintained the financial crisis in 2008. After the financial crisis, the growth rate dropped to below 20%. This is the development track of the United States over the past decade.

Although e-commerce retail sales are below 20%, they are still more than doubled.

The situation in China is that 08 years ago, the number of cardinal figures was too small and the rate of increase was hundreds of hundred.

From 08, the growth of 120% has now begun to slide down to 80%.

As a matter of fact, we feel the same. It feels that e-commerce is getting hotter and hotter in the past two years, but the percentage of growth is gradually decreasing, which is a natural rule, subject to the law of large numbers.

The turnover of Taobao mall was 50 billion, an increase of 200%. Now it is 200 billion, and it is only 80%.

In 2011, the forecast for consultation is 80% growth, and between 80% and 50% it will last for several years. Will it drop 20% below the US level? This is our concern.

A comparison of online retailing between China and the US is not a comparison of absolute values, but a percentage of online retail sales.

The United States reached 4.3% at the end of 2010, and it only reached 3.3% at the end of 2010, 1 percentage points behind.

In 2011, the percentage of online retail sales in China may exceed that of the United States.

You can imagine that many Chinese Internet fields surpass many figures in the US.

Including the number of netizens and micro-blog.

The fans of micro-blog's single blog are all number one.

But this is an absolute value. The main reason is that China has a population base.

If it is calculated by percentage, it is equivalent to GDP second. If we rank 97 in the world per capita, it will not be nice to arrive at the per capita figure.

5% means that consumers spend 100 yuan on 5 yuan spent on the Internet.

The United States has not yet reached that ratio.

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China's e-commerce has several years of good development prospects? Compared with the United States, the United States has developed for more than 10 years, and the creation of e-commerce from Taobao was only 7 or 8 years ago.

E-commerce before Taobao is basically millions, tens of millions, and is not worth mentioning.

The popularity rate of Internet users in China is over 30%, and the United States is close to 80%. There is great potential for the penetration of Internet users.

Shanghai can be close to 70%, Beijing 65%, Hangzhou can reach 65%, Guangzhou and Shenzhen only 60%, less than 50%.

Only a little more than 40% of the provinces in central and Western China.

The average number of one hundred netizens is less than 50%, and two people are shopping online.

The potential of this place is very large.

The key problem is the average number of shopping people who have been shopping online. According to the statistics of thirty cities, it can reach more than ten times per person per year in places like Shanghai and Hangzhou.

In other cities, especially in the central and western regions, many shops only shop one or two times a year.

If these people buy three or four times a year, or continue to develop more than 10 times, it is a very great e-commerce.

A particularly big driver for online shopping.

This is the Internet that matures. Young people are limited in online purchases, but they are growing every year. Young people also mean that their purchasing power is growing.

Traditional enterprises exert their efforts in e-commerce.

Traditional industries take the first place in e-commerce, with the highest penetration rate and the most traditional e-commerce industry.

In addition to the clothing industry, other industries we imagine the most difficult to do online retail industry, such as furniture, building materials, decoration, all parts of the country are already trying, and there is a good model to promote.

The prospect of online retailing, with the involvement of traditional brands, is still limitless.

A particularly important point is that China's economic development is from the east to the west, from the city to the countryside.

Shanghai and Hangzhou are ahead of the whole country, and the first tier cities of Beijing, Guangzhou and Shenzhen are the second batch.

Suzhou, Wuxi, Ningbo and Wenzhou, including Foshan and Zhongshan third echelons.

This is the capital city of central China, Chongqing, Chengdu and Xi'an in the West.

Our online retailers have much work to do from the consumer partition, and there is still a lot of potential to be done.

I would like to add that why the Internet is always developing beyond our imagination, and the Internet has done what we can not imagine. Why is this? Why do I think about the essence of the Internet? The Internet is going to dissolve the commodities in our traditional fields and the various economic activities related to commodities in batches, and turn them into Internet and e-commerce. This is a trend.

The volume of the Internet is very alarming.

Nowadays bookstores are very difficult to operate, not to mention the audio publishing industry.

Newspapers in China are not very serious.

Abroad, several newspapers, like the United States, operated for one hundred years, and some of them sold out in one dollar.

Nowadays, few people in computer city want to buy computer accessories and mobile phones in computer city, all of which are dissolving all kinds of economic activities related to commodities and commodities.

The Internet is pformed into the Internet, and the traditional economy is facing changes in the Internet.

In particular, the clothing industry, especially the brand enterprises, is in the middle channel of settling down.

That is, channel sales, which must be the goal of the Internet.

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Bubble problem in E-commerce

Just summed up the four theories, which is a negative attitude towards e-commerce.

None of the guests here and the head of the clothing brand business will think so.

We look at the electricity supplier, the problem is different from the point of view.

Those who put forward the theory of swindlers, they do venture capital, such as group buying website, itself has a lot of flickering, and has been laid off.

And the B2C website built on the support of venture capital can only attract consumers by low prices. Their days are very sad.

One thing we need to remember in particular is that bubbles are just the phenomenon in the process of pushing forward the trend of e-commerce.

The Internet also has a huge bubble, falling to more than 1000 at more than 5000, and the bubble is very big.

The Internet is not optimistic about a lot, because it is not optimistic, so NASDAQ investors do not go to control Internet stocks.

Over the past few years, the phenomenon of bubbles has passed. We have seen the ubiquitous, ubiquitous Internet that is almost inseparable from every hour.

We must not be frightened by the bubble theory.

Under the bubble phenomenon, we should pay special attention to the fundamentals. More and more people go online. More and more people are shopping online. More and more people like online shopping, and more and more people choose online shopping.

Last year, a survey was conducted. Among the online shopping crowd, an equal proportion of people talked about the pleasure of online shopping.

Nearly 20% of people say that online shopping is more fun than shopping.

40% of people said that the fun of online shopping and shopping is the same.

20% of the proportion of people shopping is a little more fun than online shopping.

Online shopping is fun, not boring online behavior.

More and more people are online, and more and more people are buying online. This trend is the same.

To get close to consumers, the Internet is the most effective way.

The Internet has your presence to find them.

Because of the time relationship, the latter part does not mention so much about brands.

Remind the e-commerce executives of the traditional brands here, do not belittle the Internet brand, they are better than you think.

If you do not exert yourself in e-commerce, you will leave 35 years of room for development. In the future, they may have squeezed your development space, grabbed your site and squeezed consumers away.

Now Taobao makes double eleven promotions and promotes Juhuasuan.

These are our regional clean inventory practices, just the first step in e-commerce. The next step in e-commerce is to clear inventory. It has become a major goal. We need to sell new products online, expand consumers online, choose hundreds of millions of consumers online, choose target locations, and sell popular styles to meet the needs of online consumers.

All the links, including design, production, supply chain management and logistics, should be shifted around consumers. The following topics may be more severe.

Mao Zedong has said a word, strategically despises the enemy, and attaches importance to the enemy in tactics.

I think for e-commerce practitioners, we should attach importance to the Internet in tactics, and pay more attention to the Internet in strategy.

As for the future of clothing e-commerce, we can simply say a figure. An authoritative consulting agency in the United States believes that in 2010, the proportion of online clothing sales in the United States accounted for 30% of the total clothing consumption, but here we can think about the time when China will reach 30%.

We are looking forward to three years of slow consultation and five years of slow consultation.

Now it is 10% or 35 years to reach 30%. This is also the main reason why Chinese e-commerce has attracted worldwide attention.