Compared With The United States, Japan And South Korea, China'S Online Shopping Apparel Market Has Yet To Be Developed

Online shopping continues to grow at a high rate, but the penetration rate is still low and there is huge room for development. The continuous high growth of online shopping since 2008 is mainly reflected in the steady growth of users and the continuous expansion of online transaction scale. However, the penetration rate of online shopping is still at a low level of 37.8%, which is significantly lower than Japan and South Korea's 53.6% and 57%, and is significantly different from the mature level of 70% in the United States. There is huge room for improvement and potential in the future.

　　 clothing It is the category with the highest attention and high purchase rate of online shopping users. According to the statistical data of iResearch, the online shopping market size of China's clothing (000902) reached 267 billion yuan in 2011, with an annual growth rate of 93.5%, 20.6 percentage points higher than the overall online shopping market growth rate, and the sales accounted for 33% of the online shopping market size. In 2011, the penetration rate of online clothing shopping in the clothing retail market was 18.6%, an increase of 16 percentage points compared with 2007. It is expected that the rate will reach 23.6% by 2014. The rapid growth of online shopping of clothing is directly related to the characteristics of the products. Clothing and household products are consumables, which are updated quickly, fashionable and diversified, and can give full play to the advantages of online shopping. Moreover, clothing has the characteristics of small amount, easy preservation, and small size.

　　 Clothing online shopping Among the subdivided categories, women's wear ranks first in scale and men's wear develops rapidly. In 2011, the market share of each segment of the online clothing shopping market was medium, with women's clothing taking the largest share, accounting for about 40.5% of the total; Followed by men's clothing and footwear, 15.0% and 13.5% respectively; Sports clothing accounted for 8.7%, children's clothing, children's shoes and maternity clothing accounted for 5.7%, and other clothing accounted for 16.2%. Women are the mainstream of online shopping. At the same time, women's clothing has the characteristics of many varieties, fast changes in styles, and high repeat purchase rate, so the scale is the largest; Although the scale of men's clothing market is not comparable to women's clothing, its development speed is amazing. In 2010, the turnover of Taobao men's clothing increased to 14.25 billion yuan, and the number of transactions reached 100 million. The market scale expanded more than ten times than that in 2009. Among sub categories, T-shirts, jeans, down jackets, and shirts accounted for the highest proportion of sales.

Clothing online shoppers are more likely to buy familiar brands, and online shopping is expected to become Brand clothing New growth point of the enterprise. Because offline brands have obvious scale and first mover advantages in terms of influence, offline experience, and terminal network ease of purchase, online sales are significantly better than other emerging brands with poor brand awareness. Brand enterprises have advantages in brand influence, supply chain responsiveness, cost control under scale, and warehousing and logistics provided by mature physical stores. Mature brand clothing enterprises will be more likely to benefit from income growth from online sales than emerging brands. In the medium and long term, online shopping hopeful products will become a new growth point for brand operators based on physical operations.