Garment Industry Or The Breakthrough Point Of E-Commerce Field In 2012

With the continuous deepening and meticulous development of the Internet today, e-commerce has become the world. Economics Focus of development. Therefore, Ma Yun's phrase "either e-commerce or no business can be applied" is still applied, and it is more prominent. The 2012 doomsday predicted by the disaster film is the end of the world or fiction, but 2012 is the key year for electronic commerce to be earthshaking. It is the foreseeable future. The major e-commerce websites, platforms and businesses will meet a scrimmage next year. The field of clothing is also a crucial breakthrough in this battle. In view of this, the well-known traditional e-commerce websites strive for this piece. market In order to gain greater market share, they have joined the industry. clothing Competition in the field has become the epitome of competition in the whole e-commerce industry.

In fact, the status quo of this industry is not a sudden occurrence. It has already indicated its crucial role in the early development of the apparel e-commerce industry.

First of all, clothing, as a daily necessities for people, has its own market advantages.

As a necessities of life, the clothing market is particularly large. And when e-commerce sells real estate entities to shops on the Internet, it is not only customary stores that are originally used to sell, but are more likely to be tourists from different places. The potential customers who were originally unable to meet their needs due to geographical constraints were also satisfied by the Internet. According to the data, the market scale of online shopping in China reached 498 billion yuan in 2010, and the market size of clothing online shopping has reached 162 billion yuan. This data has profoundly predicted the attention caused by the clothing industry and become the basic reason for the breakthrough of e-commerce.

Secondly, the Internet continues to accelerate, the number of Internet users continues to increase, resulting in a substantial increase in market conversion rate.

With huge potential customers, there must be a basis for spanformation. And when broadband technology continues to strengthen, speed and Internet cost continue to decrease, it is foreseeable that Internet users will increase significantly. The online consumers who spanfer the real consumers to the Internet, striving for brand recognition and reputation in the process of spanformation, have laid a huge market in the future.

Thirdly, Internet users have changed to online shopping consumers.

According to statistics, the number of Internet users in China has expanded to 450 million in 2010, while the number of online shoppers is about 185 million, and the penetration rate of online shopping among netizens has reached 40.6%. It is estimated that the scale of online shopping will reach 890 billion yuan in 2011, almost double that of 2010, and the size of clothing online shopping market has increased from 162 billion yuan in 2010 to 320 billion yuan. From the data, we can see that the increase of clothing online shopping market is changing with the online shopping market, and even faster than the online shopping market.

The above three developments indicate that the growth of the market will be fast and huge in the future. All the businesses will see the huge business opportunities hidden in the clothing e-commerce industry. Striving for this market is not only a garment area, but also a business opportunity in the whole e-commerce field. In 2010, clothing brand enterprises entered Taobao mall, QQ mall, Jingdong, van guest, Dangdang, Mcglaughlin and so on. A large number of newly created clothing e-commerce websites emerged, such as the charm network, which made clothing online shopping achieve extraordinary growth.

It is not easy to remain invincible in this battle. We can see from the growth figures of clothing online shopping market that although the market scale has been greatly improved, the annual growth rate is decreasing. It also indicates that 2012 of the commercial scrimmage must be a process of shuffling the survival of the fittest. Competition is faced with difficulties. {page_break}

First, how to win from the homogenization of competition.

Although the e-commerce market is huge, what is seen in the current situation is that all of them are competing for some markets. They are sold in a homogeneous marketing mode, selling similar products to similar customer groups on a similar platform, and blindly promoting sales without subdivision of market positioning. What often happens is the vicious competition and the quality of service and product quality that can not be guaranteed for rapid market growth.

The key position of the market is the cognitive positioning of the market. For example, the newly enchanting net has refined the sales target group to the high-end user group that has a knowledge of European products. In conjunction with the popular sales platform and the sales mode of web browsing, a new platform for selling products to the quasi target user group has also created the possibility of developing the market while ensuring its competitiveness.

Second, how to ensure user satisfaction.

According to the data, the advantage of online shopping is that the advantages of online shopping are convenience, and the low price is not their primary concern. Commodity quality and logistics are the problems they focus on. From the satisfaction ratings of shopping websites, we can see that customers are ranked first, Jingdong ranked second, Dangdang ranks third, and van customers have their brand exclusive freight logistics, which ensures logistics delivery. Prior to the "seven day exchange system" also greatly guaranteed the online shopping physical quality caused by the interests of users.

Finally, how to win brand recognition.

The role of brand awareness is particularly evident in the era of e-commerce. Through continuous accumulation of brand awareness, far more effective than sales discount achieved. According to the survey data, customers have increased 9.1 percentage points in the year-on-year change in the user's active reference rate. This can be seen in the vivid brand image created by print ads and media advertisements, so that it can achieve 1.2 percentage increase in market growth.

From the above aspects, it is pointed out that the 2012 scuffle must be a contest between brand and quality. Innovative business model, complete customer service in place, and product with personality are the key to the advance in the field of clothing. The competition of e-commerce is no longer confined to the competition of customers in the limited area, but the survival battle in the whole world.