Apparel Online Shopping Flourishing, Online Transactions Grow Rapidly.

Our country clothing In the online shopping market, apart from women's wear and men's wear, home textiles, footwear, children's clothing and outdoor products are also popular among consumers, and online business is growing rapidly. In 2011, the scale of home textile online shopping has exceeded 10 billion yuan; the size of footwear online shopping is about 27 billion yuan, accounting for 13% of the total size of clothing online shopping market; the scale of children's clothing online shopping is about 11 billion 900 million, accounting for about 6%; the scale of outdoor online shopping is relatively small, and sales in 2011 are nearly 900 million yuan, accounting for 8.3% of the total outdoor market.

Home textiles: (1) the rise of home textile online shopping market, brand enterprises "touting the net" show their skills. Benefiting from the development of online shopping and the enhancement of consumer awareness of home decoration, home textile online shopping market is rising rapidly. (2) Bo Yang home textile: off the line, march on the line. With the operation mode of "whole network marketing and main attack on Taobao", the advantages of channels are fully displayed, and network specialized offerings form differentiated competitive advantages. (3) Luo Lai home textile: "direct sale + distribution", grasping the development of electric business. The company develops e-commerce business through LOVO, two major direct selling platforms, Tmall, Jingdong and other distribution platforms. (4) Summary: at present, online sales are all traditional line home textile brands, and the barriers of high-end home textile products are highlighted. Brand home textile enterprises have more competitive advantages.

　　 Footwear: 1) network sales have become the third largest selling platform for footwear after shopping malls and franchised stores. The channel space of domestic footwear industry is shrinking and competition is becoming hot. (2) BELLE International: footwear giant test water business, take the road of multi-mode marketing. Electricity supplier strategic layout B2C direct selling platform "excellent purchase network" and distribution platform Tmall, the future "excellent purchase network" will become the core business of the electricity supplier. (3) AOKANG International: developing electricity suppliers with strategic height, and performance is ready to go. The company plans to invest in electricity supplier operation projects, while creating multi-function comprehensive electricity supplier park. 2011 electricity supplier Sales volume 56 million yuan, accounting for 2% of the company's total revenue, there will be much room for improvement in the future. (4) conclusion: women shoes online shopping market has larger capacity and brand shoes are more popular.

Children's wear: (1) children's wear market has huge development space. It is regarded as the last piece of cake for clothing category.

(2) green box: the "dream box" of children's clothing. It has 4 private brands and 3 authorized brands, with brand differentiation to widen the children's clothing market. Self built official website penetrated several distribution platforms at the same time. In 2011, the sales volume reached 300 million yuan, becoming the first brand of Taobao children's clothing. (3) Barbara: Children's clothing touches the net, the future online growth can be expected. Barbara is the brand of children's clothing under Semir's clothing. It occupies a strong competitive position on the Internet with the help of existing brand advantages. (4) sum up: the traditional brand of the whole category has not yet been fully developed.

Outdoor products: (1) the concept of "Outdoors" has risen, and the network channel has met the needs of young consumers for fashion and leisure outdoor products. (2) camel Costumes: the first brand of Taobao outdoor footwear. The independent operation of the company's online and offline businesses is mainly differentiated by the differentiation of goods, with the help of marketing activities such as "home fund" and Juhuasuan, to enhance brand influence. (3) Pathfinder: full network marketing "Pathfinder" business. 2011 electricity supplier income It was 38 million 470 thousand yuan, accounting for 5.1% of the total income. The company creates a new outdoor brand ACANU (Akeno), which provides more room for expanding the outdoor outdoor market. (4) sum up: the "outdoor outdoor" online space is large, outdoor products are specialized in building industry barriers, and offline traditional outdoor brands benefit.

Our view: (1) from these 4 categories of product attributes, home textiles and children's clothing is more suitable for network sales. Outdoor products (especially professional outdoor products) and footwear (especially women's shoes) pay more attention to consumption experience and services, and are less suitable for Internet sales than home textiles and children's wear. (2) from the operation of online brand dealers, the traditional line enterprises have advantages of home textiles (high degree of Standardization), outdoor products (functional requirements), footwear (brand name recognition), and children's clothing has great potential for development in the future. (3) investment target: the home textile leader, who has already touched the net, the home textile brand, fuanna, the outdoor leading brand Pathfinder, the footwear benchmarking enterprise BELLE international, AOKANG international, and Semir apparel. Children's wear Business development.