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2013 Annual Market Of Garment Industry

2013/12/25 18:05:00 55

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Traditional Brand Electricity Supplier Double Eleven Big Spot 2013 Garment Industry

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attack or defend, the choice of brand electric business

"P" two years ago, the United States announced that when it stopped "a href=" http://www.91se91.com/news/index_c.asp "electricity supplier /a" business, it also granted the e-business brand "AMPM" and "Kei" of e-commerce subsidiary business to the e-business and the brand online operation right to be granted to AI sang state for its use in the operating period.

Two years later, the United States cried out the slogan of "comprehensive convergence of online and offline business operations".

in October this year, the United States announced that Shanghai's AI Shang Bang purchase will no longer operate e-commerce related to listed companies. The Chinese clothing investment is intended to pfer the domain name to the listed company without charge, to cooperate with the a href= "http://www.91se91.com/news/index_c.asp" > the United States Bon dress > /a > fusion entity store and Internet operation.

Now the status of the electricity supplier is no longer the same, and the US bond strategy is to integrate online shopping with offline experience through WeChat, Alipay and other mobile terminals.

up to now, the return of BPO is not only the beginning of the revival of the B2C program, but the definition of the electronic business platform in O2O.

Zhou Chengjian, chairman of Metersbonwe apparel limited, commentary on this. "In the Internet age, brand is no longer a symbol of clothing, and it is being replaced by scene symbols."

after four years of precipitation, in April 2013, YOUNGOR launched the electricity supplier again, with the help of the third party providing structure, < a href= "http://www.91se91.com/news/index_c.asp" > operation flagship store < /a >, and internal training, integrated marketing, ERP and other aspects of services, including Tmall, Jingdong and other major e-commerce platforms, pushing YOUNGOR brand and its fashionable Menswear GY brand.

This time, YOUNGOR's strategy is very clear: in the process of online and offline exploration and conflict, the integration and balance between them will eventually take place.

women's brand Gloria has achieved remarkable success in the whole network marketing strategy across the line and in the past two years. Its network sales leaps from 70 million yuan in 2011 to nearly 300 million yuan in 2013.

Liu Shichao, general manager of e-commerce and Internet marketing, who joined Gloria in 2012, made two judgements at the end of last year. First, the next thing is to divide the wireless network online, without "electricity" only "business", and Taobao will shift its focus to the mainstream and mainstream brands. Two, since last year's "double 11", the competition between P and e-business is changing from the front end sales and creativity to brand strength and influence.

"Epee no front, big and unskilled, this is the essence of the brand competition in the future."

Liu Shichao said that the explosive growth period of China's electricity supplier is about to end, and the growth rate of many businesses will remain at 20%~30% in the next year.

former president of Jingdong mall, assistant director of clothing brand NOP, Liu Shuang, once said that in 2013, Chinese clothing business operators entered "three years of natural disasters".

The era of "great leap forward" has passed, and inventory problems, such as backlog of funds, capital disconnection and high market costs, have made the whole industry suffer from internal and external troubles.

especially for vertical electric providers, 2013 is particularly sad.

In mid October, all customers were trapped in the "debt collection gate", rumors of capital chain breakup, suppliers' debt collection "big play", mass layoffs and pressure from investors.

After a series of struggles, van guest announced that he would abandon the platform route, return to the brand strategy, throw away the turnover, the marketing scale and gross margin, and turn to the design and quality of products, and pursue profit and zero inventory.

in the face of competition, many vertical businesses are playing the "a href=" http://www.91se91.com/news/index_c.asp "low price card < /a >", with the "silk" group as the goal of marketing means, in a short time to gather popularity is not a problem.

However, when the impression of brand in the minds of consumers is cheap or cheap, the vertical electricity supplier's repeat purchase rate is very difficult to get out of a sustained high position, which may be a lesson for everyone.

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O2O, consumption experience pformation /p >

according to Bain, an international consultancy, China's online shopping market is expected to grow by 42% in 2013, and by 2015 the market will reach 3 trillion and 300 billion yuan, and 2016 will exceed 3 trillion and 600 billion yuan.

The charm of the electricity supplier has not been much talked about, especially the huge opportunities hidden in the clothing business, attracting many traditional brands, and spawning numerous or hot or nameless network brands.

if 2012 is the year when the clothing brand concentrates on clearing the inventory with the electricity supplier, then the decisive battle point of the clothing electricity supplier in 2013 is undoubtedly the user experience.

> Management Master < a href= "http://www.91se91.com/pioneer/ > > John Naisbitt < /a > once mentioned in his book," do you want to sell things? First you must make people happy. "

In the past, low price is an important factor to encourage consumers to enjoy their pleasures. The use of e-commerce platform to clear inventory is also the logic of "low price = consumer experience".

But data show that consumers who choose online shopping because of low prices are only 48%, and this proportion is still declining.

in this age of experience, the force of price factors is obviously not so good, especially the application of big data in the field of clothing, which makes consumption experience more and more important.

the most recent example is this year's "double 11" in order to enhance user experience, Tmall makes a big deal in logistics. Through the application of big data products, we coordinate the logistics system and strength of the whole society to solve the logistics problem.

in addition to upgrading the consumption experience in logistics, emphasizing that the O2O mode of "experiential consumption in stores" is also a powerful tool for 2013 to increase consumer experience in clothing business.

Compared with the traditional mode of "online consumption" of traditional electricity providers, O2O can promote mutually beneficial cooperation between online and offline businesses. Especially for those clothing brands that have hundreds of stores across the country, the O2O mode will undoubtedly play a key role.

December 6th, after Metersbonwe and Semir, Giordano announced that it will reach strategic cooperation with Alipay in mobile payment, public service and membership system.

< a href= "http://www.91se91.com/news/index_c.asp > > Giordano < /a > Chief Information Guan Houtong said that the test water O2O will open up online and offline, so that consumers can enjoy more shopping choices.

It is understood that shopping in Giordano store in Southern China requires only one smartphone to pay in 3 seconds.

Pathfinder in the previous earnings report also showed that by strengthening the management and innovation of online business platform, the brand introduced online business into online, and gradually promoted the O2O mode of "goods + services" to maintain its rapid growth.

In addition, represented by UNIQLO and other international brands, the O2O case has been touted by the industry. It can be said that O2O is not a trend in 2013, but a situation.

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strong > double 11, traditional brand < a href= "http://www.91se91.com/news/index_h.asp" > counterattack > /a > /strong > /p >

The "double 11" in 2012 P is undoubtedly the world of Amoy brands. The outstanding achievements of the black horse have come to the eyes of consumers.

However, for the "double 11" in 2013, the Amoy brand is not the biggest winner.

this year's "double 11", most of the top three of the category are almost swept by traditional brands. Only 5 of the 18 brands in the "double 11" camp are brand names, compared with last year.

In fact, this trend can be seen from the data in 2012. According to the monitoring data of the China Electronic Commerce Research Center (100EC.CN), in 2012, there were 5 brands of Taobao's "double 11", and one of the original Tmall brands.

"double 11" as an annual business carnival is like a marathon race. From the sales volume of only 50 million yuan in 2009 to the astonishing figure of 35 billion yuan in 2013, today, the brand name of the Amoy brand is less than enough, and the news of selling and selling is constantly on the news. GXG and millet insects have been bought and sold by Semir and camel in succession this year.

a href= "http://www.91se91.com/news/index_c.asp" > traditional brand < /a > has brand influence, complete supply chain system, perfect after-sale service system and strong traffic and hematopoietic capacity. These are all unmatched by the brand in a short time, and this is what Tmall will enjoy this year's "double 11" sales target set at 30 billion yuan.

2013, "double 11" has given a signal to the Amoy brand. The mainstream of traditional brands in Taobao and Tmall platforms has become the trend of the times.

In this regard, some Amoy brands are gradually weakening their own brand positioning, packaging into a traditional brand "show people", and in the future with O2O as the background, more and more a href= "http://www.91se91.com/news/index_h.asp" > brand "/a" will achieve "landing", therefore, the future definition of Amoy brand and traditional brands should be more and more blurred.

Of course, some Amoy brands choose to adhere to the "one road to the dark" and continue to focus on small and beautiful routes.

In the end, which way can make the tired brand out of the market? Maybe only in 2014's "double 11" can we get the answer.

however, if the traditional brand is the absolute winner in this year's "double 11", there are also some brands whose performance is unexpectedly not as good as expected.

The turnover of JEANSWEST's "double 11" is 55 million yuan this year. Not only did it not reach the expected 80 million yuan, but it was even lower than last year's 57 million yuan.

JEANSWEST believes that the decrease in the number of visitors is the reason why the volume of turnover is not satisfactory. However, the turnover rate is still increasing from the day's paction.

Liu Weiwen, managing director and deputy general manager of JEANSWEST International (Hongkong) Co., Ltd. said, "this year, a large number of international brands have been stationed, and at the same time, many categories have been added, so that the traffic volume of visitors has been dispersed."

according to statistics, < a href= "http://www.91se91.com/news/index_c.asp" > Tmall mall < /a > this year, a total of more than 30 thousand merchants took part in the "double 11", which is 3 times the number of last year, and this has many "mass base" international brand "spoiler", which added a fire to the fierce competition situation.

On the list of "double 11" preheating, famous international brands such as Gucci, Armani, COACH and Calvin Klein are on the list. For the first time in the "double 11" UNIQLO, its Tmall flagship store has a daily sales of over 110 million yuan.

2013 electricity supplier memorabilia /p >

January, buying the city of angels.

The acquisition is the first case of large-scale integration of Amoy brands.

April, YOUNGOR official online flagship store on-line, and Tmall, Jingdong and other electronic business platform distribution.

July, Han Du Yi House announced the "Han Du mall" on the line.

The Amoy brand of Han Du clothing is expanded from simple network brand to channel.

October, Metersbonwe announced the launch of the O2O strategy, which will make use of the Internet and electronic commerce to subvert the traditional business mode of asymmetric information.

October, the camel announced that it would buy the brand name "bug rice" at high price. The paction will be completed in the form of < a href= "http://www.91se91.com/news/index_c.asp" > share replacement < /a >.

November 11th, camel group's total sales volume reached 380 million yuan, and the whole network ranked third.

Camel clothing flagship store sells 170 million yuan, ranking first in the apparel industry.