The Development Of Chinese Men'S Clothing E-Commerce

The current situation of men's online shopping market: the rapid expansion of the market scale has become the second most popular category after women's wear.

In 2011, the size of China's Mens online shopping market reached 30 billion 700 million yuan, accounting for 15% of the total size of the brand clothing online shopping market.

Similar to women's clothing, men's online shopping consumption is also seasonal fluctuations, and a large number of promotional activities make men's clothing sales the highest in the fourth quarter.

Unlike women's attention to the styles and styles of clothing, male consumers have a strong purpose in online shopping, and they attach more importance to product quality and taste, and have strong brand dependence.

Men's wear

The traditional offline brands occupy most of the Taobao menswear men's clothing market, and the brand effect highlights the value.

In 2011, among the top ten brands of menswear sales in Taobao mall, 7 were traditional line men's wear brands, and Top3 was also traditional brands.

Men's clothing business enterprise geographical distribution characteristics are obvious, mostly concentrated in Fujian, Zhejiang two men's clothing production gathering place.

The fashion and leisure men's clothes are more popular in the online shopping market, which is the key to the taste of the young consumers.

Men's clothing unit price is mainly between 0-300 yuan, higher than women's clothing.

Traditional brands are on the line: the Internet has become the second battleground of channel sales, and the current line is mainly used to digest inventory, and the business model is deeply branded online.

GXG: create a black and white gray fashion network kingdom.

GXG product features distinctive, classic black and white combination to create a British Style Men's clothing.

In 2011, the total channel sales volume was 3 billion 200 million yuan, of which Tmall flagship store earned 150 million yuan, accounting for 4.7%.

(2) seven wolves: Pyramid distribution mode set up a model for men's business.

In 2011, the electricity supplier earned 106 million yuan, accounting for 3.6% of its operating revenue.

Trying to build the pyramid distribution system of the "official flagship store big dealer outlets outlets", the flagship store on the top level plays a leading role in the demonstration. It is estimated that the new products will occupy 70% of the 3 years later, and the green label series will be the main ones.

The main sales force came from the middle five tiger general. It is estimated that 50% of the new and old products will be sold in 3 years, and that the tower plan will focus on 2 discount stores in the future.

(3) nine Mu Wang (601566, stock bar): the electricity supplier channel becomes the marketing achievement "accelerator".

The company's e-commerce business started from the two main brands of "nine Mu Wang" main brand and the acquired e-commerce brand "Ge Li Pu Meng". In 2011, the sales revenue of the two brands was about 6000-7000 billion yuan and 800-1000 yuan respectively.

The company has implemented a direct selling column sales mode on line, and the sales revenue of single store online is relatively high.

Amoy brand growth: location is different from traditional brand, dislocation competition takes the subdivision style route.

(1)

The market is dominated by traditional brands, but the Amoy brand has another way to win the market in different styles.

(2) spike card: create "index man".

Positioning American style leisure style, committed to becoming a 20-35 year old young man's clothing consultant.

(3) zero number male: advocate of light tide culture.

The product is targeted at 18-28 year old college students and white-collar workers in the early society.

For men's online shopping market, we are more optimistic about traditional enterprises' first and cumulative advantages in product mix and brand value.

Based on the comparison and analysis of consumer behavior, we find that male consumers are clear and decisive in their purchase purpose, paying more attention to the product quality, practical efficacy and brand value of clothing.

The consumer behavior determines the future development of the brand, and we think: (1) the traditional brand: using the established good brand advantage and complete product series to attract the inherent and emerging consumer groups in the network market, and make efforts to achieve effective complementarity of the sales channels in the online market; (2) Amoy brands: more efforts should be made in the subdivision positioning, so as to lock relatively loyal small consumer groups; (3) online shopping has little impact on the traditional men's clothing brands with a high standard of standardization. After the new channel has been added, some enterprises are in good condition on line operation, and often have the inventory under the line of digestion.

Benefiting from the great development of the online shopping market, we are optimistic about the men's leading enterprises, the seven wolves and the nine herding kings who have touched the net.