Apparel Online Shopping Market Is Booming.

Starting from 2011, the growth of department store sales as the main channel of clothing sales is facing multiple tests, and the total sales volume of all kinds of clothing has slowed down.

According to statistics, online shopping scale reached 809 billion yuan in 2011, accounting for 4.4% of the total retail sales of social goods in the whole country.

The number of online shopping reached 212 million, and the penetration rate of online shopping increased to 41.5% among netizens.

Clothing online shopping performance is particularly prominent, clothing is the number of online purchase and purchase the most commodity category.

In 2011, the size of China's apparel (000902, stock bar) online shopping market was 267 billion yuan, with an annual growth rate of 93.5%, which is 20.6 percentage points higher than the overall growth rate of the online shopping market.

According to the data released by the Ministry of industry and information, in the first quarter of 2012, the retail sales of clothing commodities of hundreds of large retail enterprises increased by 7.41% compared to the same period last year, the growth rate dropped by 18.82 percentage points year-on-year, and the retail sales volume dropped by 2.87% compared with the same period last year.

In 2011, the total sales of clothing in major department stores in Shanghai increased by 4.7% over the same period last year, an increase of 0.7 percentage points from the previous year, and the growth rate dropped slightly.

Online shopping has many advantages.

Traditional clothing market sales prices continue to rise, inhibiting the rise in clothing consumption.

Traditional channel clothing price increases are too large, the price of water is a lot, even in large department stores, there is room for bargaining.

Under the background of economic depression,

It has a great price advantage, relieving the rental and marketing expenses of the physical store, thereby reducing the price of online shopping clothing, and in addition, the styles are more diversified.

Even if each electricity supplier implements the policy of charging and delivering goods, the price of clothing will exceed the limit of charge. If you enjoy 29 yuan or 39 yuan, you will get a free shipping charge.

The pleasure of online shopping is recognized by consumers.

Most of the main customers of online shopping are young people. Whether they work or relax, they spend a lot of time online.

And many online clothing styles are new, fast, cheap, convenient and fast, which are very much in line with the needs of young consumers. More and more consumers enjoy the pleasure of online shopping.

In a survey of consumers, Wang hoped that the proportion of online shopping pleasure was 32.5% while the proportion of shopping fun was 32.9%.

The sales channels of clothing online shopping are growing and maturing.

The rapid expansion of Tmall (Taobao mall), patting and van keppin and other businesses, Jingdong business range from electronic products to clothing and other categories, triggering hot clothing online shopping.

The high frequency and vigorous promotional activities of the electricity supplier diverted a large number of clothing consumption of physical shopping malls, resulting in a huge impact on department store clothing sales.

Especially outdoor sports brand, casual clothing, these are very suitable for online shopping itself.

Based on the survey data of 30 cities in Beijing and Shanghai, the market share of Taobao network in 2011 was 68.1%. Among them, Tmall (Taobao mall) accounted for 14.2% of its market share as a separate website. The market share of Jingdong mall and pat (including QQ mall) was 5.4% and 3.5% respectively.

Jingdong mall's market share grew faster in Beijing, Shanghai, Guangzhou and Shenzhen. The market share of Jingdong mall and van customer's products increased by 1.1 percentage points and 0.6 percentage points respectively over the previous year.

Apparel online shopping enters the golden age of development

With the expansion of sales by e-commerce, traditional clothing manufacturers have been involved in e-commerce, and e-commerce has become one of the most growing channels for clothing sales.

Apart from selling through traditional channels, many brands of clothing also have a new way to take the initiative to touch the net. Famous clothing brands have set up flagship stores in Tmall (Taobao mall), and have launched the whole network marketing on a number of B2C platforms such as Jingdong mall and fan Kecheng.

At the end of 2011, Taobao based electricity suppliers launched a large-scale promotional campaign to launch year-end promotions ahead of schedule.

Overnight promotions such as no closing, time limit snapping and other promotional activities have promoted the overall growth of all kinds of online shopping clothing sales.

Many clothing brands not only build their own online shopping platforms, but also expand sales with the help of e-commerce.

In addition to many clothing brands on Tmall, there are also some well-known clothing brands, such as TheNorthFace, on the Jingdong website.

), ARC "TERYX" (Lapargay), Lapargay (Napa), Lili and so on, single garments from dozens of T-shirts to more than $2000 assault clothing, everything.

With the help of online shopping platform, new brand of clothing will be established.

Some clothing brands started with the help of online shopping channels and platforms.

The two fashion stars, such as "Yin men" and "broken cloth", are generated by using the online shopping platform of electric power providers and the high-speed trains in the Internet age, and grow with the development of clothing online shopping.

Yin man is headquartered in Guangzhou, with 70, Post-80's urban white-collar and SOHO family and other mainstream network youth consumer groups as the target market, its sales in Taobao month more than 3 million yuan.

In November 2006, the two sisters of Beijing started designing and producing cracks and silks, and began selling them in Taobao online stores. In 2008, annual sales reached 15 million yuan.

In 2010, it was awarded the title of "2010 global online merchants' selection of top ten net goods brands" and "2010 global online selection of the most innovative network merchants".

Now the rip has expanded from Taobao to Jingdong.

The electricity supplier has become the take-off platform of these newly established clothing brands.

The development of express industry makes the clothing online shopping more powerful.

In recent years, the rapid development of the express industry has extended the tentacles of online shopping to remote areas. The express industry and online shopping complement each other and complement each other.

Because there are more shopping platforms to choose from online shopping consumers in Beijing, Shanghai and Guangzhou, Taobao's market share in Beijing, Shanghai and Guangzhou is significantly lower than that in other cities.

In recent years, the development of clothing online shopping in central and western cities is even faster than that in Beijing, Shanghai and Guangzhou.

Jingdong has its own logistics team, so the market share of Jingdong in the Midwest cities has increased significantly compared with the previous year.

Online shopping service is more and more thoughtful.

The online clothing photos are clear, and the clothing materials are clearly marked. If there are disputes, they are well documented.

Prior to purchase, customer service can be consulted in detail. Besides Taobao's Alipay has already set up a set of safeguard mechanism, Tmall (Taobao mall) and Jingdong website have strictly implemented the after-sales service which can not be satisfied with the replacement of goods, eliminating the worries of consumers' clothing online shopping.

Counterfeit brand problem to be solved

Clothing online shopping is in the ascendant, but there are two problems perplexing consumers.

One is the infringement of intellectual property rights.

Nowadays, some suppliers sell brand clothes without the permission of the brand.

The other is counterfeit brands.

On Taobao, a large number of imitation clothing brands, even labels are also fully used by a brand.

This not only produces infringement on a brand, but also leads consumers to dare to buy some well-known brand clothing online.

Consumers are often skeptical of online shopping clothing brands, even with brand authorization.

This also led to online shopping customer satisfaction is not as good as physical stores, especially for higher priced clothing, consumers are worried about counterfeit goods, so generally choose to brand stores to buy clothing, is not conducive to the healthy development of clothing online shopping.