Clothing Online Shopping Thrived, Clothing Brands Need To Open Up New Channels With The Help Of E-Commerce.

The size of online shopping market: the development of online shopping in China has entered a period of rapid growth. It is estimated that the scale of online shopping will reach more than 2 trillion yuan by 2015. According to AI's consulting statistics, the size of China's online shopping market reached 773 billion 600 million yuan in 2011 and nearly 24 times in 5 years. More than 2 websites offer online trading platform, payment means, logistics and other supporting facilities to facilitate online shopping. The state has also introduced a number of measures to support the development of e-commerce.

　　 The current situation of clothing online shopping:

Clothing is the largest commodity category in online shopping, and the largest market for women's clothing is men's wear, home textiles, children's wear and outdoor products. In 2011, the sales volume of clothing online shopping was about 204 billion 900 million yuan, accounting for 26.5% of the scale of online shopping market. Women's clothing is the largest and highest sales category in clothing online shopping market. Men's online shopping market is expanding rapidly, and brand men's clothing enterprises have benefited. The well-known domestic textile brands have entered the online shopping market, the growth momentum can not be underestimated; children's wear and outdoor products market space is expanding.

　　 Business mode:

B2C has become the preferred direction of the brand clothing "touches" electricity supplier market, mainly including platform mode, vertical mode and self built mode. (1) platform mode: clothing brands stationed in the third party platform, such as the traditional brand seven wolves and nine Mu Wang, the Amoy brand Han Du Yi house, and so on, with the help of Taobao mall, shop No. 1 and other larger traffic platform to establish the official flagship store. (2) vertical mode: clothing vertical business enterprises such as fan Ke pin, Meng bausa and so on, the platform is its own brand, for the expansion of traffic in the early stage, rely on a large number of advertising sales to "smash" sales, enhance brand influence. (3) self built mode: traditional brands develop online direct business, such as state purchase network, Luo Lai LOVO, Lu Tai online, etc., the cost of website promotion and maintenance is relatively high. This mode is relatively mature in foreign countries, but it is still at the stage of exploration and running in China.

　　 Traditional brands:

The enterprises have inherent advantages in the field of electric business. It is suggested that they should first build their own models after the platform, which is suitable for the management of men's clothing and home textile products with higher standardization. Traditional brand enterprises have a good reputation, which can save a lot of initial marketing advertising investment. The more mature supply chain system and physical store channel help logistics distribution. In the early stage, we can enter the market with the help of the mature third party platform. When the online business is in a certain scale, we can consider building an independent website for direct network operation. Men's wear and home textile products are highly suitable for traditional brand businesses because of their high degree of standardization and strong brand awareness.

　　 Amoy brand:

The entry threshold is low, the design concept is highlighted, the brand building and propagation speed is superior to the traditional brand, and it is suitable for women's clothing and children's clothing that emphasize personal characteristics. Amoy brand is the original Internet brand. Only online virtual stores have no offline channels. In recent years, with the rapid development of market changing and fashion trends, the online shopping market has become the new favorite of the online shopping market. The women's clothing with different personalities and the purchase of children's clothing for women are more in line with the characteristics of the design concept of the Amoy brand.

In the booming wave of online shopping, the key to the survival and development of brand operators is to integrate themselves with the characteristics of the industry. There is no need to argue about the squeeze of e-commerce on physical retail channels. Traditional brands compete for new market share through the whole network marketing. The emerging network scouring brand relies on individual design to win the favor of young consumers. We believe that finding a good brand positioning and digging deep demands is the way for operators to win. Among them, the traditional brand touches the net to develop the steady men's clothing company seven wolves, nine Mu Wang, as well as the home textile leading enterprise Luo Lai home textile, Fu Anna.