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The Clothing Industry Will Step Down The Bookstore.

2011/11/30 15:19:00 49

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McKinsey recently reported that China is the second largest apparel market in the world after the United States. Clothing spending increased by 16% in 2009. Sales in 2009 reached 114 billion dollars (US $287 billion), and sales in 2011 were 153 billion 400 million US dollars (989 billion 400 million).

According to AI Yi Guan international data, China's online retail sales will reach nearly 800 billion in 2011. According to the two quarter report, apparel accounts for 40% of online retail sales, or 320 billion, accounting for 32.34% of clothing sales.

The McKinsey 2011 survey results are:

clothing

It accounts for 36% of the wallet share of consumers.

Assuming that online retail sales are 800 billion, apparel online sales account for 29.1% of total sales, and 800 billion is also problematic.

logistics

According to the actual daily online shopping orders, the actual scale of online retail sales in 2011 is around 496 billion 600 million, so it is estimated that apparel online sales account for 18.1% of the total volume.

For example, the growth rate of online 60% is expected to reach 732 billion 300 million by 2014, accounting for 47.4%.

The collapse of a large number of clothing stores is inevitable.

Online revolution does not mean complete substitution.

Revolution does not mean complete substitution, but it can be estimated that a considerable proportion of offline stores will be eliminated, and the most serious one will be online shopping.

permeability

Cities with higher costs, higher store costs and higher labor costs may have a high rate of over 60%.

The book market is only 30 billion. The online book price war has pushed the famous private bookstores, such as wind and pine, photosynthesis into a dead end. While clothing is the largest retail category on the line, with the rapid expansion, the owners of physical stores have only 35 years to think about how to pform them.

Of course, on the other hand, high-end.

clothing

Brand may be different, high-end is not afraid of store costs and personnel costs rise, and the price factor is not so important, consumers also pay more attention to the experience of on-site purchase.

But this does not mean that there is no value in actively developing online business.

Because the value of online business lies in: 1, covering three or four lines of urban users who failed to cover or developing the international market; for example, UNIQLO started selling clothing online only in 2009, and after 6 months, its Taobao flagship store's turnover reached 10% of its Chinese market turnover (excluding the company's own online store sales).

Data show that 60% of online customers of UNIQLO are from areas where companies still do not have branches.

2, online interaction, offline purchase, brand depth marketing.

For example, beauty, mogujie.com and other shopping community interaction platform, is a good channel to spread its brand idea and value, of course, it can also rely on its own independent mobile client.

3, influence and cultivate potential users.

Through the establishment of new brands, low priced ways to reach low-end users, when these people reach a high income state, they will naturally turn to high-end users.

50%, great opportunities for the future.

Many traditional clothing brands take the online retail situation of the United States to formulate their own plans for the next 35 years, such as 20% of the total sales volume of online sales, and the way to play the B2C in the first place. This will be very wrong.

In 2011, double eleven Taobao mall half sales promotion, the traditional brand of GXG, camel dress, Bo Yang home textile and other 3 brand stores exceeded 40 million, JACK&JONES broke through 30 million, fuanna, JEANSWEST, mercury home textiles 4 and so on 20 million.

And the brand name of the 109 brands of the "brand names" represented by the original network brands, such as rink, silk, Yin men, women, seven grid, green box and Han dresses, were 335 million 600 thousand, 55 of which were over $1 million, of which 8 were 8 brands, 16 were over 5 million, and 31 were over one million.

There is no doubt that clothing is the most popular online online shopping category in China.

According to McKinsey's 2011 survey, clothing accounts for 36% of the wallet share of consumers.

For example, UNIQLO started selling clothing online only in 2009. After 6 months, its Taobao flagship store's turnover reached more than 10% of its Chinese market turnover (excluding its own online store sales).

Data show that 60% of online customers of UNIQLO are from areas where companies still do not have branches.

Among the B2C of TOP50 in the US, 10 are clothing brands, all of which are brands such as Vitoria's secret, GAP and Livy.

And do not say that the basis of each other is not the same, the consumer habits also have a great difference.

In the total sales volume of TOP50, the sales of 10 clothing business providers accounted for only 6.94% of the total domestic sales.

Traditional brands need to reflect, if online clothing accounts for 18.1% of the total, while their brands only account for 5% or 10% of the total sales volume of their own businesses, which only indicates that you are weaker than the market performance, and even the basic brand potential has not been played. One of the members of the School of business, camel (CAMEL), was stationed in Taobao mall in April 2010, and online sales of 50 million in 2010. In October this year, the sales of single month sales exceeded 50 million, 2011 of which were expected to achieve 300 million, accounting for 10% of total revenue, and a conservative estimate of more than 20% in 2012.

If it is an ambitious brand, it should increase it to more than 50% in the next three years.

But at present, traditional brands still maintain such a rejection, or the online channel as a "sewer" to clean up inventory channels, it is obviously difficult to achieve this goal.