Online Shopping Hits &Nbsp; Clothing Stores Suddenly Turn Off.

In February 6th, Ministry of Commerce Promoting the "12th Five-Year" period Retail The guidance of development put forward to promote online shopping and encourage retail enterprises to set up online shopping centers.

There is no doubt that more and more individuals, enterprises and industry Will be involved in it, whether opportunity or challenge, irreversible, and who will be the winner, we will wait and see.

Spring begins in February 4th. At 12 o'clock on the same day, the LG street of Guanyin Bridge Sunny Street Plaza, only five or six of the hundreds of clothing stores were open. About 2/3 stores closed their doors, or posted "transfer" or "rental" notices, or left websites and contacts to move their positions to the Internet.

LG level West Ring Road attached to shop No. 128 and saw someone coming in. Sun Qingxun, a female boss from Fujian, got up and greeted her. But when the reporter came, his smile disappeared. "It's been half a day, and a piece has not been sold. What's going on?" Sun Qing sighed.

In previous years, the Spring Festival and national day are the same. clothing Shops are busiest and most profitable. But this year, from the beginning of the first seven of the opening business, sun Qing is particularly idle. "Since last year, our sales volume has obviously declined, but I didn't expect it to fall so fast." A friend in business advised sun Qing to shut the door and open a shop.

The Chongqing Federation of Commerce said that there are different reasons for the closure of clothing stores, but the crazily growing online shopping is the real culprit.

　 Solid clothing store

Online shopping family "fitting room"

From the LG layer up, the other floors of Langqing Plaza are surging. Most of the 10 restaurants in the 2F layer have lost their seats. Until 13, two customers were waiting for the door at the door.

Every day when I go upstairs to eat, I can't see sun Ching's feelings in his heart. Her mood was the same as the weather outside, though it was beginning to spring, but it was cold as winter.

The same cold wave also hit other clothing distributors. Gao Yan, the boss of Monument for Liberation's Golden Eagle Women's street, is also very helpless. She said it was no problem to sell 200 thousand yuan a month, but it began to slow down last year, and now it is only about 100 thousand yuan, and the overall decline is more than 40%.

"The reason is very simple. The brand I do mainly focuses on young people. The rise of online shopping, many customers try to wear clothes in the store after they do not buy, take down the label and style, and then go online shopping. She said, "no way, plus express fees, the price of online shopping is about 60% of the physical store. Who would like to buy it from a physical store?"

On the morning of February 5th, when he saw Hu Shaofu, the boss of the 1048 booth in Chaotianmen's Da Zheng wholesale clothing market, he was busy delivering goods to the shop. He has been doing wholesale clothing for 11 years. "5 years ago, the quantity of online shops was less than the 1/10 of the physical store. In the past two years, the quantity of online shops has increased rapidly, and the volume of online stores and physical stores has nearly five to five last year."

This increase or decrease is most hurting than the physical sales shop.

Reporters interviewed 14 stores in the underground shopping malls of Guanyin Bridge, Monument for Liberation and Shapingba pedestrian street, and shopper owners reflected that the sales volume of the Spring Festival fell by 30% to 45% compared with the same period last year. Among them, 3 clothing store owners said they were prepared to transfer the store to other businesses.

Low price

Become the biggest killer of electric business

The Chongqing Federation of Commerce confirmed to reporters that in the major business circles of the main city, more than 35% of the clothing stores except big shopping malls and brand monopolized shops have fallen into losses, and many of them have closed down.

Chen Huijuan, who sold the "run Luca" brand in Langqing square, returned to the shop in the first half of last year to become the beneficiary of online shopping. She calculated to the reporter: a Korean version of the Lun LHA short jacket, in the physical store to sell 325 yuan to make profits, "because there is no rent, utilities and other expenses, in the shop only sell 162 yuan will make a profit."

Price has become the biggest killer of electric business.

A week after the Spring Festival holiday, a lot of shops on the line are closed for the holidays, and the shops on Taobao not only do not close, but also are very busy. Chen Jing, the internet name "Siya", is a Post-80's online shopping person. During the Spring Festival, only online purchases of clothing, women's bags and other commodities cost nearly 20 thousand yuan.

"The price is much cheaper, and the Internet can't resist temptation." Nowadays, holding Taobao notebook, Jingdong to see clothes, buy clothes, has become Chen Jing's habit after dinner. When she opened the computer, the transaction records on Taobao showed that the total amount of successful orders in 2011 was 19093.68 yuan, and the number of transactions was 405. "95% of my clothes are bought online."

Li Deyue, who lives in Dadukou District, is also a family of online shopping. "Two years ago, I enjoyed shopping very much, because one month's salary can buy clothes for a year, but now it only buys one or two pieces." Li Deyue said she went to the clothing store to try and experience, but never put her fork down.

Taobao's recently released "China online shopping hot city report" shows that the ranking of the key words in search is: "coat", "down jacket", "board shoes", "Chiffon", "mobile phone", "big code", "female bag", "sweater" and "Korean version". Among them, the "down jacket" hot sales average daily search volume of 606 thousand and 800 times. In the top three of the hot sales, 2/3 of the goods for women are used, and women's wear is the top selling product.

Sun Qing has been in the clothing business for 5 years and likes this line very much. "In fact, change the angle to think, online shopping growth so fast, transfer platform to do it." Seeing that some sellers around began to turn to online stores, Sun Qing also saw some hope. Because she is not familiar with the Internet, she wants to learn before making a decision.

Policy support also increased sun's determination. In February 6th, the Ministry of Commerce issued the guidance on promoting the development of retail industry in the "12th Five-Year" period, and proposed that the total retail sales of consumer goods should increase by an average of 15% over the period of 12th Five-Year. To this end, the Ministry of Commerce proposed to promote the development of online shop and other non store selling formats.

The opinion points out that large retail enterprises should be encouraged to set up online shopping centers, focusing on supporting the construction of third party platforms targeted at small and medium-sized retail enterprises, promoting e-commerce platform in the construction industry, promoting the integration of online transactions and offline transactions, and coordinating the development of virtual market and physical market.

"In fact, this has given us directional guidance." Sun Qing told reporters about her understanding. {page_break}

　 Food daily necessities

Or the next victim.

Liu Song, Secretary General of the Chongqing Federation of Commerce, has observed the development of the electricity supplier for many years. It is not surprising that clothing stores have become the "worst hit areas" of online shopping shocks.

"This is the second major shock wave after the impact of book sales." Liu Song said, taking books as an example, there has been a collapse of monomer sales outlets nationwide. For example, four months ago, the Hongkong Sanlian Bookstore announced its withdrawal from Guangzhou. Earlier, the Shanghai monsoon bookstore, called the cultural landmark, dropped sharply. "In Chongqing, there are fewer and fewer bookstores that we can see now."

According to a data provided by Liu Song, there were 10000 private bookstores in China from 2007 to 2009. In 2011, the whole country's private entity bookstores were falling into the cold season collectively. Many industry leaders, because of their operational difficulties, had to scale down and even face difficulties.

In fact, a similar situation has not just appeared in China. Under the impact of Amazon, the American chain bookstore, the great Baron bookstore, has been put on the market. The second largest traditional book store in the United States is also bankrupt. "What we are worried about is that it may not be long before Xinhua Bookstore becomes the only bookshop of traditional bookstores." Liu Song said.

In the view of Liu Song, the clothing store close to the book store is closely related to the similarities between the two commodity types. Online shoppers can sit in front of the computer, click on the mouse quickly, and pick up a store with the lowest price of three goods. At the same time, clothes and books are easy to transport and are not easy to damage.

"Therefore, as long as electricity providers make an issue on prices and services, it is easy to divert the cake from the sale of physical channels." Liu Song said, the actual situation is that the electricity suppliers have been able to see the two cakes of books and clothing and enter the era of full competition.

Li Weixing, Secretary General of the Chongqing Retailers Association, which has endorsed this view, gave a few examples: Jingdong and Dangdang, who used to fight against rivals in cheap books and online shopping market, such as the promotion of "all children's books sixty percent off ceiling" launched by Jingdong in May last year, which once triggered a boycott of 24 children's publishing houses nationwide. At the end of last year, the purchase website of Suning banner even played a "0 yuan book buying" advertising gimmick. While paying attention to the price war, Amazon began to expand to the upstream of the industry chain, and through the publishers to sign the author directly to attack the city.

"Books like this," 1 fold up group robbed "," limited time spike "and other activities, in clothing online shopping is also very frequent. Li Weixing said, if Dangdang clothing store during the celebration, the daily discount action will trigger panic buying.

The suspense is that after clothing, which industry will become the next "victim" in physical sales? The answer of CEO, Xie Jun, Chongqing's first online home appliance mall, is: food, daily necessities and digital products.

　　 Future prospects

Online shopping enters the "trillion" era this year

Along with the rise of electronic commerce, the express industry also took fire.

During the Spring Festival, there are so many parcels. STO member Liu Wei said they became the busiest group of people in the Spring Festival. Due to the heavy volume of business, thousands of couriers in the city have been sticking to their posts during the Spring Festival.

Shao Zhonglin, Deputy Secretary General of the China Express Association, believes that with the advent of the electricity supplier era, the express industry is like a wild horse that has been running away. In the 30 days before the Spring Festival this year, the total express delivery volume of the express delivery industry reached 393 million, an increase of 57.2% over the same period. Last year, the volume of express business increased by 50% and exceeded 3 billion 500 million.

In our city, online shopping appliances are becoming more and more popular. CEO, Xie Jun, the first online appliance store in our city, introduces the sale of large household appliances in 2009. Now the product line has covered kitchen and bathroom products such as water heaters, juice machines, and small household appliances, and sales have exceeded 10 million yuan.

This year, China's online shopping will usher in a "trillion yuan" scale. According to the latest statistics released by China Internet Network Information Center, the number of Chinese online shoppers grew by 20.8% last year, and the total scale of users reached 194 million. Online shopping transactions reached 773 billion 560 million yuan, representing an increase of 67.8% over 2010, accounting for 4.3% of the total social volume. It is estimated that online shopping transactions will reach 11840 billion yuan this year, an increase of 53% over the previous year, accounting for 5.3% of the total social and total volume.

Ding Jiaqi, an analyst at the consulting firm, thinks that there are two reasons for the growth of the scale of online shopping transactions. First, in the supply level, e-commerce enterprises continuously improve the industrial chain, increase the storage, logistics, payment and other system construction, while brand dealers, channel operators and other Internet giants have increased the layout of e-commerce industry in 2011, greatly improved the quality of service, enriched the choice of users, and promoted the norms of the online shopping market; two, at the demand level, the scale of online shopping users grew steadily, users' dependence on online shopping and trust were further deepened, and per capita online shopping consumption expenditure continued to increase.

　　 News depth

Is the traditional enterprise on-line?

It's not so simple as the net.

No appearance, shortening the time and space with consumers, the charm of e-commerce has made more and more traditional enterprises heartbeat, but this fat meat can not be eaten by all traditional enterprises.

In February last year, a giant in our city began to build an online sales platform, hoping to achieve two legs walking on line.

But good hopes are met with cruel reality. People familiar with the matter said that the company smashed 8 million yuan in half a year, but did not sell a single door, and finally had to stop the electricity business.

"There are different ways of thinking in different environments." Lu Renbo, Deputy Secretary General of the China electronics chamber of Commerce, said that if the line of thought is used to operate the line, it will lose badly. For example, the environment is not very clear and not transparent, and if there are problems on the Internet, Internet users will soon emerge. Therefore, the traditional enterprise to do business is not as simple as building a network sales platform. Not only should we change the mode of thinking, but also deal with the relationship between online and offline channels.

"Traditional enterprises do business, services must keep up." Zhang Zhouping, senior analyst at the China Electronic Commerce Research Center, said that too much progress will lead to endless troubles.

"In fact, the traditional enterprise is the mainstream of e-commerce in the future, rather than the non electric business enterprises to do business." Not long ago, at the annual meeting of Chinese business leaders, Yi Bao paid CEO Tang Bin. Tang Bin also suggested that if traditional enterprises can not do business for the time being, they can consider outsourcing, so that professional companies can operate and achieve the same goal.

Because e-commerce can capture more consumers' market for traditional enterprises. Zhang Zhouping said that enterprises have been expanding under the electricity sales area, because they found that the volume of growth in some areas is very fast. {page_break}

　 Can money stack a successful electricity supplier?

If the money burns, it will not be round.

In January 7th, Ge Binbin, founder of product convergence network, confirmed to the media that Shanda's e-commerce website was about to close, mainly because financing was not in place. Coincidentally, since the second half of last year, cash flow problems have occurred in many companies that have always been known for burning money. China group buying navigation network released the "national group buying website census data bulletin" shows that as of last November, there were 1813 group buying websites to withdraw from the market.

Not long ago, Zhang Yong, President of Taobao mall, said at a forum that a lot of hot money flooded into the e-commerce industry a few years ago, hoping that the mode of money driven growth could get a faster growth.

But is this mode sustainable? Zhang Yong thinks: Money always burns a day.

He analyzed that this mode is to convert capital market money into market fees, use marketing fees to get sales revenue, and then increase sales revenue to finance.

However, whether the sales data compiled by the money can support the development of enterprises? Lu Renbo, Deputy Secretary General of the China electronics chamber of Commerce, said that from the past few years, the input output ratio of many enterprises was very low, even invested 1 yuan, and the income was only 0.8 yuan.

Lu Renbo said that the collapse of the group buying network, which began last year, and the collapse of the flash network at the beginning of this year proved that once the money was burned, the circle would not be completed.

Chongqing opportunity

Pilot zero down payment open shop

Who will become the Alibaba in Chongqing?

The rise of electricity providers, Chongqing will be born "Alibaba"?

"Chongqing is born" Alibaba "is difficult, Shanghai, Beijing is the same, but will certainly be born as" Alibaba "like the electricity giant. Zhao Hongmin, the project manager of Chongqing economic information department, said that in the industrial chain of payment, settlement, platform and terminal of e-commerce, Chongqing will surely get a large piece of cake, especially mobile e-commerce, financial settlement and other industries.

"Lei's clothing in Chongqing 3 years ago set foot in the electricity supplier, and now the online sales volume is 3 times that of the physical store." Zhao Hongmin said that a large number of enterprises in our city have been actively exploring and become the engine and leader of the development of e-commerce industry in our city. Last year, the number of online shoppers in Chongqing exceeded 2 million, with a turnover of more than 6 billion yuan, double the previous year.

According to authoritative organizations, the volume of mobile e-commerce transactions in some developed countries has accounted for 15% of online transactions. The proportion of our country is only about 3%, and the market space is huge.

Lu Renbo, Deputy Secretary General of the China Electronic Commerce Association, said that Chongqing is China's first national pilot pilot area for mobile e-commerce, and is now the national demonstration area of Internet of things. At the same time, mobile and Unicom are building a "national mobile e-commerce demonstration zone" in Chongqing, which provides support for the rise of Chongqing's mobile e-commerce industry.

"To make an industry bigger, we must conform to the general trend." Zhu Mingyue, chairman of pig eight quit network, said that in Guanyin Bridge, Monument for Liberation and other business circles all covered the WIFI wireless network, and mobile phone users can also do business on pig's network when shopping.

Zhao Hongmin said they are investigating and planning to launch a "zero down payment" mode of registered capital in our pilot store. The aim is to attract a large number of Chongqing's industry giants to Chongqing, open online stores, and complete the financial settlement business in Chongqing, boosting Chongqing to build an international mobile electronic financial settlement center. "Spring is coming, the development of mobile e-commerce is at that time." Zhao Hongmin said.