The Impact Of The Electricity Supplier On Traditional Clothing Retail Is No Less Than That Of The 13 Magnitude Earthquake.

< p > < strong > Data see change: e-commerce has a serious impact on traditional retailing < /strong > /p >

"P >" Ai "data predict that the total scale of online shopping market will be 1 trillion and 184 billion 50 million this year. The scale of the paction is less than a target=" _blank "href=" http://www.91se91.com/ "> clothing < /a > online shopping market, accounting for 318 billion 880 million, accounting for 26.9%, and clothing is the largest category of online shopping market.

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< p > < strong > look at the situation of the main electricity supplier < /strong > < /p >

By the end of November, the paction volume of big Taobao (including Tmall) has exceeded 10000 billion, and in December it is the year-end sales peak season. It is not difficult to break through 1 trillion and 100 billion of the annual turnover of big Taobao 2012; < /p > p

< p > Jingdong sales volume is between 45 billion ~600 billion this year. According to the data of AI, the Jingdong in the first three quarters of the total sales volume has reached 54 billion, which can exceed 70 billion all year round. However, according to the magnitude of the previous blow by Jingdong, the real value can be predicted to be closer to 50 billion; < /p >

After P entered the fourth quarter, suning.com launched a series of 3 super long "super 0 yuan purchase" promotion activities. It is estimated that the annual turnover will be between 15 billion ~200 billion.

After entering the fourth quarter, suning.com's category expansion accelerated, promotional efforts increased, promotional frequency increased, popularity increased, website technology upgrading, warehousing and distribution speed up, comprehensive analysis of various factors, suning.com's fourth quarter paction volume of 60~80 billion.

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< p > the volume of pactions in the first three quarters of Tencent is 1 billion 989 million, 3 billion 574 million and 4 billion 550 million respectively, and the paction volume in the fourth quarter is expected to be around 6 billion, and the annual turnover is about 16 billion.

The biggest point in the fourth quarter of e-commerce is likely to be in the dispute between Tencent's electricity supplier and suning.com's third place.

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< p > the turnover of the above four big electricity suppliers, plus Amazon, van Gome, Dangdang, No. 1 store, vip.com, and many other vertical electric providers, small and medium-sized electricity providers, etc. this year, the online shopping market has reached a scale of at least 1 trillion and 250 billion.

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< p > National Bureau of statistics data show that last year the total retail sales of social consumer goods amounted to 18 trillion and 400 billion, and the total retail sales of social consumer goods in the first 11 months of this year reached 18 trillion and 700 billion. The breakthrough of 20 trillion in the whole year is not a problem. According to the growth rate of 17% last year, the total retail sales of consumer goods reached 21 trillion and 500 billion this year. The proportion of online shopping pactions in the total retail sales of consumer goods is between 5.8%~6.2%. The proportion in the past four years is 1.1%, 2%, 2.9% and 4.2% respectively.

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< p > International Statistical Bureau data show that at the end of 2011, the total population of the mainland of China was 1 billion 347 million 350 thousand, of which 690 million 790 thousand were urban residents. In 2011, the average annual household consumption expenditure of Urban Households (15160.9 per capita) was 15160.9 yuan and the rural area was 5221.1 yuan.

According to CNNIC data, the number of online shopping users in 2011 was 193 million 952 thousand. According to the data of AI, the online shopping volume in 2011 was 773 billion 560 million. With the rough calculation of the first two data, the per capita online shopping expenditure in 2011 was 3988.4 yuan, and the per capita online shopping expenditure accounted for 26.3% of the total expenditure per capita in cities and towns (although the base number was different, the urban population base was nearly 700 million, the online shopping user base was nearly 200 million, but the coincidence degree between online shopping users and urban population was relatively high, and the average value could still explain some problems).

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< p > look at the situation this year. CNNIC data show that in June this year, the number of online shopping users was 209 million 892 thousand, and the annual growth rate was 8.2%. According to this growth rate, the annual online shopping user scale can reach 227 million 103 thousand. According to the annual online shopping volume of 1 trillion and 184 billion 50 million predicted by AI, this year's average online shopping consumption is about 5213.7 yuan, up 30.7% over the same period last year.

When the data of household consumption expenditure per capita of the National Bureau of statistics this year came out, compared with the per capita online shopping expenditure data in 2012, we can see that the proportion of per capita online shopping expenditure in the total expenditure per capita in 2012 is more than that of the 2011 per capita online shopping expenditure, which means that the impact of the online shopping market on the traditional retail industry will be serious.

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< p > < strong > the crisis of traditional clothing retail industry: in 2011, per capita online shopping clothing accounted for 63.6% of total clothing expenditure < /strong > < /p >

P finally came to the point where the traditional retail business was affected by the development of e-commerce, the clothing retail market.

According to the National Bureau of statistics, the average clothing of urban households in 2011 (including < a target= "_blank" href= "http://www.91se91.com/" > shoes < /a > hat, hereinafter referred to as "clothing") cost 1674.7 yuan, and the rural area is 341.3 yuan.

According to the data of AI, in 2011, the market paction scale of online shopping clothing (including a target= "_blank" href= "http://www.91se91.com/" > shoes and hat < /a >) accounted for 26.7% of the total market volume, accounting for 206 billion 540 million. According to the data of online shopping users in 2011, it can be estimated that the per capita net clothing and clothing expenses in 2011 were 1064.9 yuan, and the proportion of net clothing purchases per capita in 2011 accounted for 63.6% of the total expenditure of clothing per capita in cities and towns.

Similarly, Erie speculated that the scale of online shopping service pactions in 2012 was 318 billion 880 million, which could figure out 1404.1 yuan per capita net purchases and 31.8% increase in clothing consumption per capita compared to the same period.

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< p > if we only look at the scale of the overall paction, online shopping accounts for only 4.2% of the total retail sales of social consumer goods. However, the proportion of online shopping clothing pactions in 2011 will be 14.3% of the total retail sales of clothing. Further more, in 2011, the per capita net clothing expenditure has accounted for 63.6% of the total expenditure per garment, and this proportion will be further increased in 2012. The impact of online shopping apparel market on traditional clothing retailing has reached an irreversible level, and the garment retailing industry will soon change. The total volume of online shopping is 14.3%.

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< p > because of the international economic recession, clothing exports have been seriously affected.

According to customs statistics, the number of garment exports in China has been negative growth for 13 consecutive months. In 1-9 months this year, the monthly decline was 6.44%, 11.4%, 3.65%, 5.28%, 3.79%, 3.6%, 4.53%, 4.26% and 2.9%, respectively, showing a downward trend.

The growth of export volume also continued to decline. By September this year, the cumulative growth rate had dropped to 1.35%.

The cost push up the price, and the export volume is squeezed out, resulting in the increase of export amount is much lower than the price increase. However, the price increase has narrowed month by month, which has dropped from 11.14% in January to 3.04% in September.

Under the influence of macro economy, many domestic garment enterprises are gradually trying to sell domestically, and e-commerce has become the best retail channel for export oriented garment enterprises, which has made the domestic clothing market fiercely fiercely competitive.

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< p > National Bureau of statistics data show that China's clothing industry above Designated Size Enterprises in the first three quarters of 2012 finished product inventory of 256 billion 966 million yuan.

In addition, there were media reports that in the first half of 2012, the total inventory of 42 domestic clothing companies reached 43 billion 800 million yuan, and the accumulated inventory could be sold for 3 years.

One after another bad news, the clothing market is no longer calm. Under the influence of the whole environment, e-commerce has become the first choice for clothing brands and producers to protect themselves, while the traditional clothing retail terminals are gradually becoming the cannon fodder of the changing garment retail industry.

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< p > < strong > clothing brand injury, electric business sewer to promote online shopping clothing market growth < /strong > < /p >

< p > clothing brand high inventory has created the rapid development of the online shopping clothing market over the past two years. Under the pressure of inventory and the ongoing industry changes, traditional clothing brands have been selling discounted items to clear inventory, and this has attracted a large number of online shopping users to actively watch, so there has been a thriving online shopping apparel market, and the traditional clothing retail market has become increasingly deserted.

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The development of online shopping clothing market can be summarized briefly. Firstly, the development of e-commerce has prompted many consumers to go online shopping, and clothing is the most common consumer goods that are most close to life. In the production, sale, unit price and other aspects, it has adapted to the e-commerce market. In the beginning, a lot of miscellaneous costumes began to touch the net, and then gradually formed a large number of Internet clothing brands. At the same time, the clothing brokers, distributors and distributors who saw the prospect of the electricity supplier market began to touch the net through various ways.

This leads to millions of SKU choices for online shopping clothes, and the price is lower than offline, which makes more and more consumers start to abandon traditional shopping methods and turn to online shopping clothes.

As a result, the apparel retail market under the line has been seriously affected, and the stock of many traditional clothing brands has increased.

In this way, the snowball in the online clothing market is getting bigger and bigger, and the traditional clothing retail market not only has a decline in efficiency, but also becomes a offline experience shop in the online shopping service market.

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< p > nowadays, traditional brands are confused with the channel management under the online and offline channels, so the traditional brands only focus on the understanding of the electricity supplier channel as a clear inventory of sewers.

Clear inventory through e-commerce has advantages and disadvantages for brands, and profits can be refunded. The disadvantage is that when consumers are accustomed to the low price of electricity providers, it is difficult to adapt to the pricing strategy before the brand business, and finally choose to wait for the discount of the brand.

For brands, we should not just regard the electricity supplier as a clean drain, and rearrange the retail channels under the integration of online and offline businesses.

Compared with brand dealers, the traditional terminal retail terminal is actually on the downhill road caused by industry change.

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< p > < strong > the reflection of the traditional retail terminal is on the downhill road of operation < /strong > /p >

< p > recently, there are more and more news about the traditional retail terminal.

In the past, the increase rate of clothing of a common brand from factory to retail terminal was 3~4 times, and the high-end brand could be more than 10 times. The main reason for this phenomenon was the increase of intermediate links, and a < a target= "_blank" href= "http://www.91se91.com/" > clothing < /a > from producers to consumers. The "social value" increased four times, including ex factory price, agent price, store price and retail price.

In fact, many brands have two, three or four agents, and the "price" boom appears to be "reasonable", but now there are not many good days for traditional retail terminals.

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< p > the traditional retail era, department stores and other retail terminals master the brand leader's right of killing and dominating consumers in the region. The attitude of department stores to brand dealers is "can sell, sell", and sell to satisfy my buckles. Finally, only wool can be found on sheep. Brand stores in the department stores only raise the rate of increase and raise the prices of goods. Finally, the attitude towards consumers is "buy or sell", and buy the price.

Now, this situation has reversed, and the traditional retail terminals such as department stores have begun to become passive from the initiative. The attitude of the brand business to businessmen has gradually become "can sell, sell", can not let me sell, I can sell on the Internet, and consumers have more control over the initiative, "love sell not sell", do not sell, I can buy online.

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< p > this situation deeply hurts the traditional retail terminal, and the sales mode that has been formed for decades is difficult to adjust. Especially after the large-scale shopping mode of retail mode, the traditional department store industry is even worse.

Shopping centers besides shopping and entertainment and other functions, and also charging the brand according to rents, thus attracting consumers and attracting businesses.

The traditional department store terminal only has the shopping habits formed by regional consumers for decades, but this habit will gradually change.

In the era of electronic commerce, it is just in the period of oversupply, and now the consumers are the real God of the retail industry.

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< p > < strong > epilogue < /strong > < /p >

< p > after many traditional clothing brands touches the net, many people begin to sing off brand names and Internet brands.

In fact, the traditional clothing brand touches the net to obtain the good performance not to need to suspect, does not need to be surprised, also does not need to sing off the brand name, the Internet brand.

Traditional brands generally have more than ten years of brand accumulation, and have gained certain reputation. Consumers have higher awareness and wider cognitive groups. Consumers of basic online shopping are familiar with traditional brands.

In contrast, the development time of Amoy brands and Internet brands is relatively short, consumers' cognition is still low, and the scope of cognition is narrow.

The pformation of Garment Retailing industry is going on. With the further retail business in the apparel retail market, the competition between Taobao brand, Internet brand and traditional brand will become more and more intense in the future.

As a matter of fact, all of the above are nonsense, a simple summary: the pformation of garment retail industry, the benefit of the electricity supplier, the damage of the traditional retail terminal, the pain of traditional channel operators, and the brand operators' temporary difficulties in channel management.

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