The Overall Scale Of Clothing E-Commerce Will Steadily Expand In The Next Few Years.

< p > the third party e-commerce research organization, the China Electronic Commerce Research Center, has released the "2013 China clothing e-commerce operation report". The report shows that online shopping market continues to expand category in order to meet users' increasingly widespread demand for commodities, of which clothing and footwear products remain high. In 2013, the highest proportion of sales in China's online shopping market was clothing shoes and hats, and the purchase rate of users was 76.3%. In 2014, the online shopping rate of clothing and footwear category users will exceed 80%. It can be seen that the demand for clothing and footwear products is high and the rate of repeat purchase is high. < /p >
< p > according to the center's prediction, the overall scale of China's clothing online shopping market will reach 615 billion 300 million yuan this year, up 41.5% from the same period last year, accounting for 22.1% of the scale of the nationwide online shopping market. < /p >
< p > it is reported that the report has gathered the center's focus on the monitoring of the sales of the traditional clothing brands such as Han Du Yi house, Yin man, rink, green box, seven grid, Angel City, zero number male, Osa, Nop and other traditional brands such as bestsellers, camels, Gloria, GXG, Taiping birds, seven wolves, American bond and Semir in Taobao, Tmall, Jingdong, Dangdang, Amazon, 1, eBay, van ceclon and other electronic business platforms. Besides, it has also analyzed the operation of the vertical clothing providers such as Masa, Marceau, Bong, LAN Meng, Meng bausa, and clothing interconnection. < /p >
< p > < strong > test water O2O pays attention to < a href= "http:// www.91se91.com/news/index_c.asp > > user experience < /a > /strong > /p >
< p > in the past, < a href= "http:// www.91se91.com/news/index_c.asp" > low price < /a > is an important factor to encourage consumers to enjoy the pleasure of consumption. Therefore, the traditional clothing brand enterprises use electronic business platform to clear inventory, which is also in line with the logic of "low price = electricity consumer experience". < /p >
During the "double 11" period in 2013 P, in order to enhance the user experience, Tmall made a big deal in logistics. Through the application of big data products, we coordinated the logistics system and strength of the whole society to solve the logistics problems. In addition to upgrading the consumption experience in logistics, it is emphasized that the O2O mode of "shop to experience consumption" 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. < /p >
< p > < strong > pay attention to < a href= "http:// www.91se91.com/news/index_c.asp" > branding < /a > landing development < /strong > /p >
The "double 11" in 2012 P is the world of Amoy brands. In 2013, the "double 11" brand was not the biggest winner. The top three of the "double 11" clothing category were swept by the traditional brand, and only 18 of the 18 brands in the sales exceeded 100 million yuan. Only 5 of them were Amoy brands. As the only original Tmall brand, they won a seat, compared with 2012. < /p >
< p > 2013, "double 11" has given a signal to the Amoy brand. The traditional brand has become the mainstream of sales in the electronic business platform. In this regard, some Amoy brands are gradually weakening their positioning of the Amoy brand, packaging into a traditional brand "show people", and in the future, taking O2O as the background, more and more Amoy brands will achieve "landing". Therefore, the definition of Amoy brands and traditional brands should be blurred. < /p >
< p > < strong > focus on quality and influence of marketing positioning < /strong > < /p >
< p > in the face of competition, many vertical clothing business operators have launched a "low price card" to gather popularity in a short time. But if the brand chooses a paranoid marketing positioning, the repeat purchase rate of vertical clothing business operators will be difficult to get out of a sustained high position. < /p >
< p > clothing platform supplier is a reverse textbook on the road of marketing positioning. It caters to the public's pursuit of low price but neglects the brand and quality of clothing, leading to its stalemate. Especially in the middle of October last year, all customers were trapped in the "debt collection gate", capital chain breakage, supplier debt collection "big play", "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. < /p >
< p > compared with customers who focus on low price and ignore brand marketing positioning, YOUNGOR, which focuses on quality and influence, clearly sees the overall development of clothing business. After 4 years of precipitation, in April 2013, YOUNGOR launched the electricity supplier again, with the help of the third party to provide the building and operation of flagship store, focusing on internal training, integrated marketing, ERP and other aspects of services, including Tmall, Jingdong and other major e-commerce platforms, pushing YOUNGOR brand and its fashion men's wear GY brand. < /p >