Clothing Online Shopping Is Becoming The Trend Of The Paction Volume Is Expected To Break The 400 Billion Pass

< p > as we all know, the trend of < a href= "http://news.sjfzxm.com/news/list.aspx Classid=101112107105" > Electronic Commerce < /a > is irresistible, and the clothing industry is also promising.

According to IREI data, the total scale of online shopping market in 2012 was 1 trillion and 184 billion 50 million yuan, and the scale of clothing online shopping market was 318 billion 880 million yuan, accounting for 26.9%, the largest category of online shopping market.

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< p > electronic business platform will obviously not let go of a great opportunity.

Not long ago, Dangdang combined with many front-line clothing brands held the autumn and winter new product launches. This is the first time that the electricity supplier has tried out the new products under the way of the offline conference, and some new products have been sold on the line at 5.

Jingdong mall has also pushed clothing category this year.

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< p > online < /p >.

< p > electricity providers seize the market < /p >.

< p > a representative of a garment manufacturer in Guangzhou said that at present, garment enterprises are seeking cooperation with the big platform, and the stores next to the clothing line usually begin to get into the new products two months in advance. These new products are generally not discounted, which are the main source of profits for clothing stores, and many of them can account for more than half of the profits of clothing shops, and have become the last "private plots" of clothing stores under the line.

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< p > Dangdang combined with many clothing brands undoubtedly let the last position of offline apparel begin to waver.

As early as last May, Jingdong officially revised the "brand direct selling" channel as "clothing city".

The new online channel is mainly promoting clothing, shoes, luggage and accessories fashion. This move has been interpreted as the Jingdong opening up the female user market and vigorously developing the Nuggets clothing market.

Tmall, as a big guy, is also a favorite of many clothing brands.

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< p > Jingdong clothing city has only been on the line for more than a month, and announced that clothing sales increased by 800% over the same period last year.

Dangdang although claimed that "clothing profits will not make timetable", but CEO Li Guoqing publicly mentioned that hope that clothing category performance can achieve "3 years to 5 times."

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< p > clothing growth rate is fast > /p >

< p > Why are electric providers targeting the clothing industry? < /p >

< p > according to the quarterly monitoring report of China's B2C market in the second quarter of 2013 released by the EnfoDesk think-tank, the data show that in the two quarter of 2013, the size of the a href= "http://news.sjfzxm.com/news/list.aspx Classid=101112107108" > B2C < /a > market clothing trade amounted to 49 billion 410 million yuan, accounting for 31% of the total paction volume of B2C, representing an increase of 130% over the same period in 2012, a 19.6% increase in the ring.

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< p > from Dangdang, relying solely on books to support profits has been difficult to sustain. In March of this year, Dangdang formally announced that clothing category should be the third core categories besides books and mothers.

Dangdang clothing business grew 10 times last year, and apparel accounted for half of the sales of Dangdang platform in the two quarter of this year.

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< p > early September, Yu Wei, general manager of Tmall clothing city, disclosed in a public occasion that sales of Tmall clothing industry were nearly 50 billion yuan in the first half of this year. Sales in the second half of the year are expected to account for more than 40% of the whole year.

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< p > Data Analyst and chief reporter Yang Qin of the world online business has produced data showing that the development of electricity providers is developing rapidly: "last year, the penetration rate of clothing e-commerce in the entire clothing retail system has reached 20%, and the department stores accounted for more than 20% of the formats.

Department stores have been developing in China for decades, but e-commerce has only been developing for several years.

What will happen in the next five years?

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In 2012, the overall growth of China's garment industry was 17.7%, the first time below 20%, the sales volume of large retail outlets decreased significantly, the lowest in 1999, and 1 trillion in China's online shopping. 247 million of the Internet users were online shoppers, and clothing e-commerce increased by 66.4% in 2012, especially in fast fashion, sports and casual wear. P

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< p > below the line < /p >.

< p > clothing company performance negative growth < /p >

< p > "online prices are cheaper than 10%-20%, and the number of stores is accelerating."

The above garment production enterprise representative said.

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< p > a CIC report released in 2013 shows that the growth of brand clothing's mid report performance is generally low, or even a large area.

It is worth mentioning that the number of well-known garment enterprises in China in the first half of this year's performance forecast has dropped to varying degrees.

Among them, Metersbonwe's performance in China fell 48%, YOUNGOR dropped 10%, and nine Mu Wang, China Li Lang, and news birds achieved 13%, 21%, 23% respectively.

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< p > for the poor performance of the brand clothing, CICC reports that it is mainly due to the weakness of the terminal retail and the low confidence of franchisees.

In the second half of the year, the industry outlook is still not optimistic.

The report believes that due to the uncertainty of overseas demand, and franchisee confidence is still generally low, the growth rate of company performance in the second half of this year may be slower than the first half.

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< p > clothing manufacturers targeting the electricity supplier channel < /p >

< p > not only that, but the closing of traditional stores has also affected the performance of enterprises. The widening of online channels with the electronic business platform has become a "life-saving straw" for garment enterprises.

Insiders said: "clear inventory is still the main purpose of many clothing brand e-commerce channels."

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"P" is consulting partners and vice president Lu Mou Du, pointing out that the cost of clothing enterprises entering the traditional department stores is getting higher and higher, coupled with the high cost of promotion and management.

The electricity providers are less restricted by the above factors, and can get the fastest spread and maximum expansion speed.

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< p > to cater to the surging tide of electricity supplier, driven by the online shopping platform such as Taobao and van guest, in recent years, clothing brands have set up their own professional electricity supplier operation teams, and have "touches the net", such as Lining, JEANSWEST, Metersbonwe, good bird, and so on. Seven wolf, XTEP and other shoes and clothing brand enterprises have upgraded e-commerce to a business unit, and are directly controlled by the group chairman or vice president.

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At the same time, they also encounter difficulties: how to coordinate the impact of the online price system on the offline channel price system, is the self built sales platform or outsourcing online shopping business, the electronic business platform for burning money, and so on. P

The traditional clothing enterprises without "doorway" encountered Waterloo in the "electric shock".

Lining electric business leader broke out, quit the news, the birds and other electronic business sites are still bleak.

In this case, the traditional clothing enterprises began to seek cooperation of e-commerce platform.

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< p > Analysys think tank thinks that because of the convenience of logistics and pportation, the gross profit of clothing category is higher than that of 3C category, attracting large B2C platform to enter continuously, and rapidly expanding the scale through the operation mode of open platform.

In addition, < a href= "http://news.sjfzxm.com/ > > vip.com < /a > outstanding performance in the first quarter of the last quarter, attracting more competitors to enter the tail market with the mode of brand sale.

Dangdang and van customer's products are sold on line and sale channel respectively.

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< p > trend < /p >

< p > clothing electricity supplier < /p >.

< p > is still in the period of rapid development < /p >.

< p > from the perspective of market structure, China's B2C clothing market is still the largest Tmall company, with a share of 75.2%, far higher than the second camps vip.com, Tencent B2C and other enterprises.

Dangdang made an eye-catching performance in the two quarter, and launched the end product exchange channel, pulling its clothing category revenue up 50%, and its share in the B2C clothing market rose 0.16 percentage points.

Analysys think tank thinks that the core competitiveness of the brand sale mode is supplier resources. Vip.com relies on the advantage of first mover advantage to occupy certain advantages in supplier resources, but with more and more competitors joining, this advantage will gradually be weakened.

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< p > Wang Danqing, a partner of Rui Xin, pointed out in an interview with the new express reporter that promoting the development of clothing category through the advantages of open platform is an important means to achieve scale growth, but still needs further efforts and improvements in the aspects of brand, business and consumer cognition.

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< p > the market demand of clothing electric business is still in a period of rapid development, and will continue to grow at a high speed for some time.

Future clothing will remain an important category in the B2C market, and will also become the focus of competition for platform based e-commerce.

At the same time, some garment industry vertical electricity providers will also gradually build their own market position through specialization.

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< p > with the further development of the industry, Jingdong, Dangdang and other platforms are further open up. I believe that the industry will usher in a new round of changes in the competition pattern. Jingdong, Dangdang and other big business will also encroach on the market share of Taobao (Tmall), but in the short term, it will still be unable to shake its leading position.

And some excellent vertical electricity providers will also occupy their own position in the market.

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< p > China e-commerce research center expects that online shopping will reach 407 billion 610 million yuan in 2013.

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