The Great Changes Brought By Online Shopping Clothing To The Clothing Industry

　　 clothing Current situation of online shopping: clothing is the largest commodity category in China's online shopping market, and the price advantage and channel advantage are fatal attractions. In 2011, China's clothing accounted for about 27% of the overall scale of online shopping market, of which the sales of women's clothing and men's clothing accounted for 41% and 15% of the scale of online shopping respectively, ranking the first two; Home textile shoes The market space for Class A, children's wear, outdoor wear, casual wear and other products has been expanding, with footwear accounting for about 13% and mother baby clothing accounting for about 6%.

We believe that, online shopping The fundamental problem to be solved is that the demand can be met and the channel can be reached. The rapid growth of online clothing shopping market depends on its low price advantage and efficient channel advantage compared with offline physical stores. The future brand value recognition and service quality improvement are the focus of development.

　　 Clothing brand Analysis of operators' living environment: compared with platform operators, brand operators are relatively "profitable". The rise of full category retail platform operators such as Jingdong Mall and Yihaodian is almost a complete replacement for offline retailers. However, according to the conclusion of our commercial retail industry after sorting out well-known platform operators at home and abroad, domestic online retail is currently in a loss state under the conditions of low gross profit and high expense, and does not have the profitability to surpass offline.

We believe that the rise of platform vendors has given brand vendors new carrying channels. From the perspective of profitability, although the gross margin level is low due to the current network sales mainly focusing on the digestion of off season inventory, brand vendors have much less expense pressure on logistics, research and development, marketing and other aspects than platform vendors, so they have some profit space.

　　 Electronic Commerce The impact on traditional enterprises in various sub industries is differentiated: online shopping has less impact on business casual men's clothing, high-end women's clothing, and high-end home textiles, while it has greater impact on young ladies' clothing, children's clothing, medium and low-end home textiles, and leisure clothing. According to the theory of "consumer involvement", we believe that consumers' "high involvement" means that they maintain a high degree of attention to commodity attributes, marketing environment and other factors. The Internet gives consumers the convenience of "shopping around". Therefore, from the impact of e-commerce on offline traditional brands, high involvement products>low involvement products.

(1) Consumer behavior comparison: male consumption is more "rational consumption", and the "low involvement" of commodities causes relatively small offline impact of e-commerce on men's clothing; Women are more "emotional consumption", and the "high involvement" of goods has caused a relatively large offline impact on women's clothing from e-commerce. At present, the "Tao Brand" of young ladies' clothing is operating well, and offline high-end women's clothing is less impacted due to its emphasis on experience and high brand loyalty.

(2) Comparison of product attributes: children's clothing, medium and low-end home textiles, and leisure clothing are "highly involved" goods, which are greatly affected by online shopping. Although outdoor products are highly involved, consumers have a greater brand stickiness to traditional offline enterprises with high quality and high visibility, and e-commerce has a smaller impact.

How to "act" on the Internet? At present, most domestic brand expansion methods rely on regional agents, but online sales force these retail rules based on physical distance to be rewritten. We believe that enterprises should accept and actively respond to the fourth retail revolution trend represented by online shopping. For the network, they should not only hold the concept of channel distribution, but should highlight the concept of channel marketing, strive to form a good interaction between online and offline, and transform mutual substitution into mutual promotion.

The four stages of brand operators' marketing: (1) Clear strategy: clarify the channel concept, and marketing replaces distribution. (2) Product differentiation: grasp accurate positioning and solve price conflicts. (3) Channel compilation: promote authorized franchise and control the discount of goods. (4) Integration and interaction: realize efficient collaboration by leveraging information systems.