Strong Growth In Online Apparel Scale

　 Line clothing Why can the market get such a big increase in the past year? On the one hand, it benefits from many kinds of clothing. Electronic business platform Over the past year, huge advertising budgets have been invested, on the other hand, because of the trend change and seasonal change.

In the low tide of electricity supplier financing and entering the so-called "cold winter" period, the user market of e-commerce has entered the golden period of development. According to Ai Rui's recent report, in 2011, the market size of clothing, shoes and caps and bags in China's online shopping market is expected to reach 204 billion 900 million yuan, an increase of 94.7% compared with the market scale of 105 billion 240 million yuan in 2010. At the same time, statistics also show that online clothing transactions have accounted for 26.5% of the total online shopping scale, and the market share of 3C and 24.2% of household appliances has become the largest category of online shopping market. AI predicts that the online apparel market will continue to maintain a strong growth trend. By 2014, the overall scale will also turn 2.5 times on the existing basis, reaching 519 billion 500 million yuan.

Along with the rapid development of the clothing market, the capital market is in favor of online fashion shopping guide and search field. Just last week, the new fashion search media peanut Republic has just won the A round. financing 。 According to CEO Liang Hancheng of the company, the peanut Republic is committed to providing users with fashion discoveries, and realizing fashion search and discovery in a technological way, helping users get higher and higher quality. network In the platform, quickly collect all the fashion items and find their own style.

At present, this platform covers the high quality network products in the fashion area, so as to achieve one-stop search of all kinds of single products among different websites, and directly click to complete the purchase. At the same time, there are also famous fashion magazine editors in the peanut Republic, regularly issuing the fashion trend, to help users understand fashion trends and find suitable clothes for themselves with fashion matching. Liang Hancheng said that the online fashion search market has huge excavation space. Fashion discovery requires not only the emergence and display of high quality goods in the form of image search, but also the trend of hot consultation to help inspire the needs of individual needs. The peanut Republic will put money into continuous improvement of user experience and market expansion.

Why can the online apparel market get such a large growth rate in the past year? On the one hand, it has benefited from the huge advertising budget that many apparel business platforms have invested in the past year, and all kinds of advertisements for objects have carried out vigorous publicity in crowded places such as buildings, outdoors and subway stations, so that the penetration of clothing categories in the overall online shopping can be promoted more rapidly. On the other hand, due to the relationship between the trend change and the season alternation, the clothing product replacement frequency is faster and the product cycle is relatively short, resulting in a higher repeat purchase rate.

With the rapid growth of the market scale, the online consumption structure of users is also changing. Fans, Jiapin, LAN mu, Marceau and so on are not only the popular fashion brands and design elements, but also provide users with another option to choose the foreign trade list and the original brand list on Taobao fairs. Network products have changed from the original low price, low end quality to high quality, brand and high cost performance trend. The main online shopping group composed of urban white-collar workers also pays more attention to the trend, quality and quick and convenient choice and purchase process when compared with the price. This is also confirmed in the 2011 Annual consumer report released by Alipay in recent years: the user's online consumption level is rising rapidly with the increase of age, and the online spending for the post-80s generation is nearly 10000 yuan, while that of 70 is 15000 yuan. This increase in online spending will also be reflected in the number of online shopping and the pursuit of quality of higher priced products.

After the test, the peanut Republic has launched cooperation with many well-known e-commerce websites in China. Mr. Yang Peifeng, CEO from Jiapin network, said that cooperation with the peanut Republic has achieved better results than expected. It not only brings a large number of cohesive high-end users to Jiapin net, but also provides a very good platform for display and publicity for Jiapin's high quality fashion products. Jiapin net will maintain closer cooperation with peanuts in content and advertising.