Why Are Mainstream E-Commerce Providers Playing The "Clothing" Strategy?

Here world

Xiaobian network to introduce to you is why the mainstream electricity providers have begun to fight the "clothing" strategy.

The smoke of the electricity supplier war has just passed, and it was thought that it could stop for a while.

But along with Taobao, Dangdang, Jingdong and other e-commerce websites have launched a clothing war, the fashion T stage recently launched by the public electric providers has left enough talks for the fashion pformation of the public business.

Among them, the most important thing is the Dangdang, which was originally a "book" main camp, because of a "2014 autumn and winter new product conference", it became the first show of fashion pformation in the business community.

In September 11th, Dangdang announced its new clothing plan on its 911 fashion show. The most striking thing is to expand the fashion editor team and the buyer team, establish a deep cooperation with the Fashion Designers Association, create an independent design support platform, innovate the wireless fashion shopping experience, and launch three new wireless fashion products.

Clothing is the core category of the open platform. In recent years, vertical and deep ploughing supply chain has built the most complete trading chain in the industry. There are new product sales and flash purchases, and the end product exchange. This time, the independent designer brand of the open platform +C2B is added.

Apart from Dangdang, Tmall, Jingdong, vip.com and so on have also launched a fashion fashion strategy, trying to get a slice of the clothing market.

In contrast, Dangdang claims that it only hopes to win 60 billion in the 600 billion market, but its ambition is obvious, mainly in its horizontal and vertical development.

Popularly speaking, if Dangdang is compared to a three-dimensional "cardboard box", then Dangdang's fashion strategy will soon be Carbed out, so that users can deeply touch the inner layer of carton.

Coincidentally, almost at the same time, VCG also held a press conference. After 69 minutes of introduction of the story of a shirt, the industry's curiosity about the style, experience, production and inventory of the shirt was greatly evoke, "can run the shirt" and "let thousand yuan or more of the shirt LOW burst".

Behind this series of e-commerce action, we can not help exclaiming why "electricity providers are beginning to play the clothing strategy."

Clothing is the first category of electric business.

According to the data of China Apparel Association, in 2013, the scale of Chinese apparel online shopping reached 434 billion 900 million yuan, up 42.8% from 2012, accounting for 23.1% of China's entire online shopping market, and became one of the most important ways of clothing consumption in China.

In 2014, China's online shopping market continued to maintain relatively high growth rate, and is expected to grow in 2014.

The overall scale of online shopping will reach 615 billion 300 million yuan, up 41.5% from 2013, accounting for 22.1% of China's online shopping market.

It is not difficult to see that clothing and apparel products are the first category of online shopping. They have huge development potential and potential. With the words of Dangdang once said, the clothing market occupies 600 billion of the share, so clothing is the only way to guide the development of the e-commerce market to the summit.

China's mainstream e-commerce website has no reason not to give up this big cake of clothing, which is why Dangdang has held many fashion shows for clothing and a category of action.

Getting involved in clothing is a hotbed for the development of e-commerce category.

Jingdong used to sell 3C as the main selling place, while Dangdang sells books, but now the services of the two websites occupy a very important position. Through the successful experience of the two, it is easy to see that when e-commerce expands the category, clothing is the easiest to grow and the easiest to succeed.

Similarly, if an e-commerce website fails in its pformation, it can also restore its vitality through clothing. The most typical case is fan Kai pin, which started with shirts in its clothing and expanded to many areas outside the service. But it ended in failure. Vice president Xu Xiaohui left the website and returned to clothing.

There are also some e-commerce websites, which regard service as a breakthrough at the beginning of pformation. In the second half of 2012, Dangdang established clothing as the new focus of business, sales reached 2 billion 700 million yuan in 2013, and became the second largest category outside books.

And what we can expect is that Dangdang's clothing will definitely exceed books in the next 3 years.

Three or four line city clothing electric business has something to do.

According to the insiders, the clothing business is particularly popular among consumers in North Guangzhou and other cities. At present, 60% of the customers are concentrated in the first tier cities, which has a sharp market gap with other electric providers.

But in the future, with the popularization of computers and the development of logistics in the three or four tier cities, the market of service providers in these areas will also develop.

At the same time, China's mainstream e-commerce websites have also actively deployed the fashion category matching, aiming at targeting the high-end customers in the two or three line market. These cities will be the new growth and profit margins of the fashion business of the electricity suppliers.

Because most of the money in the three or four tier cities is idle money, and there are not so many brands to choose from.

The strength of this place is actually easy, and it is good to go out.

Relatively speaking, the penetration difficulty of the three or four tier cities is easier than that of the second tier, and the stability of the three or four line cities will be very high once the brands mature.

Conclusion: in the future, there will be some new entrepreneurial opportunities under the combination of online and offline clothing business models. Dangdang will also open the platform interface, introduce the independent designer brand with individuality, and continue to force the mobile terminal, which also confirms the direction of the future development of the clothing business.

In the future, hundreds of billions or billions of markets will be enough to accommodate Dangdang.

To achieve further pformation.