In The Spring Of E-Commerce, Clothing Online Shopping Can Not Be More Popular.

E-commerce has ushered in the spring of development. Let's take a look at the boom of e-commerce in this spring: in 2011, the scale of e-commerce transactions in China reached 7 trillion yuan, up 46.4% over the same period last year. The scale of online shopping transactions exceeded 770 billion yuan, an increase of 67.8% over the same period, accounting for 4.3% of the total retail sales of social consumer goods. The number of online shopping users reached 187 million, accounting for 41.6% of China's PC Internet users. Online time distribution, online purchase and sales (including group buying) is the second fastest growing activity, second only to micro-blog.

　　 What ignites a fire in this spring?

　　 Two sparks

The first is the first spark sparking from vigorous demand and positive policies. E-commerce has a broad customer base in China's development: by the end of 2011, the number of Internet users in China reached 513 million, and by 2015, the total number will exceed 700 million, almost two times the sum of Internet users in Japan and the United States. In addition, mobile Internet users still have huge room for growth. The per capita Internet time increased from 2.8 hours per day to 3.6 hours, and the time of e-commerce activities increased rapidly. However, there is still a gap between the scale of online shopping users and the developed countries, especially the growth potential of middle-aged people. At the same time the demand is growing vigorously, the government has introduced a series of policies to stimulate e-commerce to support e-commerce. "E-commerce" 12th Five-Year "development plan" clearly pointed out: by 2015, the volume of e-commerce transactions has quadrupled, breaking through 18 trillion yuan; the volume of online retail transactions has exceeded 3 trillion yuan, accounting for more than 9% of the total retail sales of social consumer goods.

Followed by the traditional retailers to online transformation and traditional IT enterprises to the Internet transformation of the second sparks. The two transition is in the field of e-commerce, bringing the best development opportunities in the industry. In addition, there are some pure electric business enterprises, and they are exploring different profit models. Some focus on the platform value, such as Tmall; others focus on their own brand building, covering the whole industry chain, such as Jingdong; others focus on clothing, mother and infant vertical fields, such as van Kee pin, etc.

The earliest ones who started the transformation attempt to do e-commerce are chain distributors, such as Suning and Gome, because they have innate storage and logistics advantages: Suning has stores in 231 cities; Gome owns stores in 336 cities; suning.com has 94 warehouses now, and it will continue to invest 60 distribution centers and 10 sorting centers. Another type of manufacturers who actively enter the online market are manufacturers, such as Lenovo and Lenovo. The manufacturer can control the source of goods effectively, and the cost of operation is greatly reduced. In addition to a comprehensive transformation, other manufacturers are also trying to extend online. Group buying and entering Tmall are a transitional strategy.

　　 Four links

The flow of e-commerce is king, and every aspect of the industry chain is promising. E-commerce is mainly divided into purchase intention confirmation, payment, logistics and after-sale service. Any short board will affect the development and growth of e-commerce.

　　 Place an order Diversification display and precision marketing to enhance effective flow product display is an important means for e-commerce website to present merchandise information to visitors. Therefore, it is the most important criterion to show the success of product display whether the important information of the product is presented to the viewer at the first time. Commodity names, physical presentation, commodity prices, commodity profiles, detailed description of commodities, commodity attributes, function buttons, guide recommendation, accessories information, promotional information, sales information, inventory information, comments and consultation are all concerned. Rich product information, image product display, instant interactive platform is the key to the success of product display.

　　 payment Cash on delivery is one of the important factors to promote the rapid development of B2C market transactions. Jingdong, Dangdang, excellent and other independent B2C mall, the proportion of cash on delivery is more than half, and some reached 70%. According to the statistics of AI consulting, the scale of B2C transactions in China's online shopping market in 2011 amounted to 179 billion 110 million yuan, accounting for 23.3% of the total scale of online shopping market in China, representing a nearly double growth in 2010. It is estimated that by 2015, the market share of B2C transactions will reach 40.7%.

　　 logistics The logistics operation and distribution efficiency directly affect the customer experience, and logistics is also a more important part of the supply chain. At present, the development of electronic commerce is much faster than that of logistics and express industry. The distribution and storage under the line has become a short board of the expansion of e-commerce. The self built logistics of e-commerce enterprises is actually breaking through the bottleneck of the development of e-commerce logistics, and it is the strategic choice of the existing third party logistics which can not meet its development needs. China's major e-commerce providers including Jingdong mall, Dangdang and Alibaba will spend a lot of money to build their own logistics system in the next few years.

　　 After-sale service The competition of the electricity supplier is gradually moving from the front end of the industrial chain to the back-end. The quality of after sale service is directly related to customer loyalty, and will also affect the subsequent growth of the consumer scale. From the perspective of the development of the electricity supplier, in the initial competition, the price war is aimed at rapidly expanding the scale of users, and also to improve the right to speak. When the scale develops to a certain extent, logistics distribution is of great importance to the viscosity of consumers and the expansion of product categories. When the logistics system is sound, it is necessary to constantly improve the level of after-sales service, retain old customers, attract new customers through word of mouth marketing, and form a virtuous circle.

　　 Four major trends

　　 From transaction object The industry is from decentralization to branding and specialization. The development of e-commerce has gone through the process of B2B/C2C to B2C and then to SOLOMO and O2O. In the early days of the development of e-commerce, B2B (Alibaba) and C2C (Taobao) were the main ones, but now they have entered B2C (Taobao Tmall, Jingdong mall, suning.com) and online and offline (O2O) integration, and combined with LBS and SNS application stages.

　　 From the perspective of business mode The platform develops faster, and the self operated electricity supplier will face greater pressure. The so-called platform type, mainly refers to the Taobao mall, which takes the commission service fee as the main income website; the so-called self run type mainly refers to the Jingdong mall which takes the price difference of goods into the sales as the main income website. From the current situation, in addition to group buying, comment sharing, the traditional integrated electricity providers, vertical business space has been squeezed by the comprehensive platform electric providers, the space is difficult to expand. Similar to Jingdong, the former self operated electricity supplier, with its strong logistics and distribution capabilities, has already started its leading position.

　　 From the perspective of channel layout The O2O will become the trend of future development. Suning, Gome and other traditional enterprises' offline channels are the advantages that other electric providers do not have at present. Rely on LBS, SOLOMO (social, local, mobile), the electricity supplier is expected to more accurately lock consumer groups and consumer value chain, and let offline consumer information transmission more timely and accurate. At present, the O2O mode has already involved many industries such as catering, entertainment, convenience services, real estate, retail, medical treatment, tourism and so on.

　　 Looking at the trend of Technology E-commerce will join hands in cloud computing. E-commerce sites usually attract users with ultra-low discount and rich products. Traffic has a strong burst. The use of cloud computing can achieve high stability, high reliability and high security. In addition, the low cost advantage of cloud computing can help users maximize savings in IT cost. The use of cloud computing to achieve a significant reduction in bandwidth costs is good for small e-commerce enterprises.

To sum up, we believe that in addition to the trend of traditional enterprise transformation to online e-commerce, it is worth focusing on other issues (such as suning.com). The transformation of IT enterprises to the Internet mode is also worthy of attention. According to the future development trend of the electricity supplier, we are more optimistic about the enterprises based on the B2C field, and have the advantages of customer resources in the traditional license field, and have the characteristics of networking and platform type. In the field of B2B, although the growth rate of the whole industry is relatively stable, vertical electric providers in specific fields still face broad market space. Because of its focus on specific industries, vertical e-commerce providers can effectively cut trade services, data services and offline services from e-commerce. In addition, we are concerned about the industry chain payment link and the third party service link related companies.