Why Are Electric Providers Targeting The Clothing Industry?

As we all know, the trend of e-commerce is overwhelming. clothing The 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.

The electronic business platform will obviously not miss the golden 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.

Online: electricity providers seize the market

A representative of Guangzhou garment production enterprise once told the new express reporter that at present, garment enterprises are seeking cooperation with the big platform. The next two months after the clothing line stores begin to season new products, and these new products are generally not discounted, which is the main source of profits for clothing stores. Many of them can account for more than half of the profits of clothing stores, and have become the last "private plots" of clothing stores under the line.

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". New online channel to promote clothing, shoes Products, bags and accessories fashion categories, this move has been interpreted as Jingdong to expand the female user market, vigorously Nuggets clothing market. Tmall, as a big guy, is also a favorite of many clothing brands.

Jingdong clothing city only went on 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."

Apparel is growing rapidly.

Why are electric providers targeting the clothing industry?

According to the quarterly monitoring report of China's B2C market in the second quarter of 2013 released by EnfoDesk Analysys think tank, in the two quarter of 2013, the scale of clothing trade in the B2C market amounted to 49 billion 410 million yuan, which accounted for 31% of the total transaction volume of B2C, an increase of 130% over the same period in 2012 and a 19.6% increase in the ring market.

From Dangdang, relying solely on books to support profits has been difficult to continue. In March of this year, Dangdang formally announced that the 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.

In early September, Yu Wei, general manager of Tmall clothing city, disclosed in a public occasion that Tmall was in the first half of this year. Clothes & Accessories Industry sales nearly 50 billion yuan, sales in the second half of the year is expected to account for more than 40% of the year.

Yang Qin, a data analyst and chief reporter of the world's online business, came up with data showing that the development of the electricity supplier was swift and violent: "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?

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

Offline: garment company's performance is negative growth.

"Online prices are cheaper than 10%-20%, and the number of stores is accelerating." The above garment production enterprise representative said.

CICC released a 2013 China Daily Performance preview report. Brand clothing The growth rate of China Daily reports 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.

For the poor performance of brand clothing, CICC reported that it was mainly trapped in the weak retail of clothing terminals 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.

Clothing manufacturers targeting e-commerce channels

Not only that, the closing of traditional stores has also affected the performance of enterprises, but the expansion of online channels with e-commerce 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."

Mr. Lu Mou Du, a partner and vice president, pointed 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.

Catering to the surging tide of electricity providers, driven by online shopping platforms such as Taobao and fan, in recent years, clothing brands have set up their own professional electricity supplier operation teams. They have "touches the net", such as Lining, JEANSWEST, Metersbonwe, good news birds, and so on. Seven shoe wolves, 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.

At the same time, they are also faced with the problem: how to coordinate the impact of the online price system on the channel price system under the line, is the self built sales platform or outsourcing online shopping business, the electronic business platform for burning money and so on. 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.

Analysys think tank analysis shows that because of the convenience of logistics and transportation, the clothing category is higher than the 3C category, attracting large B2C platform to enter continuously, and rapidly expanding the scale through the operation mode of the open platform. In addition, vip.com's outstanding performance in the tail cargo market in the first quarter attracted 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.

Trend: clothing electricity supplier is still in a period of rapid development.

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.

Wang Danqing, a partner of Rui Xin, pointed out that in an interview with the new express reporter, 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 upgrading in terms of brand, business and consumer cognition.

The market demand of clothing electricity providers is still in a period of rapid development, and will continue to grow at a high speed in the coming period. 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.

With the further development of the industry, Jingdong, Dangdang and other platforms are further open, believing that the industry will usher in a new round of changes in the competition pattern. Jingdong, Dangdang and other electricity suppliers will also encroach on the market share of Taobao (Tmall), but in the short term, they will still be unable to shake their leading position. And some excellent vertical electricity providers will also occupy their own position in the market.

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