Brand Clothing E-Commerce Industry Dividend Has Disappeared

Here in the world Clothing shoes and hats What the editor of www.net.com introduced to you is that brand clothing e-commerce encounters the "curse" of growth?.

From PPG, Vinylon, Incision, NOP... to Vanke

Lei Jun, the founder of Xiaomi, once said that pigs on the tuyere can fly, but now the wind has blown away, Everyman Can the Xiaomi model take off successfully? Is there really a chance for brand clothing e-commerce to make a comeback?

From PPG, Wembledon, Chuke, NOP... to Vanke, these names used to shine but fell quickly. Brand clothing e-commerce industry has encountered the "curse" of growth. Behind it is the collective loss of brand clothing e-commerce.

Cut down 99.9% of the category "ordinary customers walk millet" mode

"Almost doomed, almost ruined. Once I hated myself to fear. Thank you. All year long, it's for memory." Chen Nian wrote this before the "One Shirt" conference.

Chen Nian didn't want to mention how hard the year was, but two groups of figures showed the soul stirring: the number of ordinary employees dropped sharply from 13000 to 300, and the number of categories dropped from 190000 to less than 10 now. The ordinary customers who cut 99.9% of the categories will follow the single product mode of Xiaomi.

Chen Nian said that Vanke has experienced a rapid turnaround in the clothing industry, but it is an excuse to blame the environment. What he regretted most was the "Fan Object" that made Fan Ke famous in those years, because in the old view, it was the Fan Object that he personally planned that made various figures expand rapidly, confusing himself and the whole industry.

"When Lei Jun proposes, can you put one first shirt Do a good job. This has caused great waves in my heart. " Chen Nian said, "This has overturned the way I have been going for a long time." In the middle of last year, when ordinary customers were in crisis, news of suppliers' debt collection and capital chain rupture kept coming, ordinary customers were in an unprecedented crisis. No doubt, in Chen Nian's opinion, Lei Jun pointed out a clear path for him. In February this year, Vanke announced that it had received $100 million of financing from existing shareholders such as Lei Jun, IDG, etc. Later, Vanke announced its "one shirt" strategy.

　　 Success or failure "ordinary object" imitators swarmed in

"Previously, many things that ordinary customers were good at were abandoned by us, such as brand marketing and promotion." Looking back over the past seven years, what we thought was the most beautiful is what we regret most today, such as ordinary customers.

"Love the Internet, love freedom... I am Han Han, not his endorsement, but only his own." In July 2010, Chen Nian found the then popular stars Han Han and Wang Luodan to speak for him. He was born as a writer, and he personally marketed ordinary objects. Overnight, not only advertising poets became known, but also brought a large number of post-80s users to ordinary people. In today's view, this is the beginning of all greed. Just because of this, Vanke, which has been established for three years, has stepped onto the peak of brand clothing e-commerce.

Research data from iResearch shows that the transaction scale of China's B2C online clothing shopping market will reach 2.4 billion yuan in 2009. Among them, the sales of VANCL was second only to that of Taobao Mall (Tmall) at that time, and the sales in the third quarter of 2009 exceeded 100 million yuan. "I was confused by many numbers at that time," Chen recalled.

And just after the popularity of every object, a large number of entrepreneurs began to pour into this field. Similarly, they also want to copy the old ways of PPG and Vanke, and use marketing to quickly open the market. Bi Sheng, CEO of Letao, once said that after obtaining financing, the marketing cost of Letao in 2011 was more than 50%. One important reason was that the advertising cost was too high. Baidu's advertisements at the same location cost 350000 yuan a month in 2010, 700000 yuan a month at the beginning of 2011, and even 8 million yuan a month at the end of 2011. The sharp increase in advertising prices has turned e-commerce business into a huge red sea. At the same time, the problems such as high product quality and high inventory in the context of high marketing come along.

　 The industry dividend has disappeared from the emergence of everything to the corruption of beasts

Why do entrepreneurs get lost collectively in the development path? An insider said that because the market has just opened, the rapid success of PPG has led vertical e-commerce into a stage dividend era. Now the dividend era has passed. In the opinion of Liu Shuang, the founder of NOP, who just announced the closure of the website, the first point of entrepreneurship is to conform to the general trend of the wind. From now on, the platform squeeze after the rise of Tmall and JD, the decline of domestic clothing brands, the increase of competitors, and the rapid rise of costs have made life difficult for anyone.

　　 "Since the year before last, the situation of the industry has turned from towering things to huge beasts eating corruption. At present, the whole e-commerce industry has shown four phenomena: 1. The growth of the market is slowing year by year; 2. The number of competitors participating in Red Sea is still increasing; 3. The Matthew effect of various categories is becoming more and more obvious; 4. The cost is rising rapidly to be unreasonable. These macro phenomena, in terms of micro results, are a large number of small and medium-sized E-commerce is in dire straits, and sales are generally weak or even retrogressive, and there are many exits and shutdowns. " Liu Shuang said.

After three years of hard work, Liu Shuang, who thinks he is catching up with the industry dividend tail, sighs that innovation is the only thing that happens when the wind is blowing. The whole industry cycle behind is a game of building thresholds. Who can afford bricks and cement and who can build bricks high.

It can be seen that in the past year, in addition to the crisis faced by ordinary customers, some small and medium-sized clothing brands closed their doors directly, such as Weimian.com, which sells socks, Chuke, which sells artistic clothes, and NOP, which sells men's shirts.

　 It's not a unique mistake at the threshold of "detonating popularity"

In the view of Wu Xiaobo, a financial writer, ordinary people have not made any unique mistakes. In his opinion, many industries have exploded in a very short period of time, most of which have not broken the barrier of "after the explosion of popularity".

"In different stages and industries, there have been many enterprises and brands that have exploded in popularity in a very short time, such as Naokun, Angli No. 1 and Sanzhu in the health care industry, Aido, Bird and Amoi in the electronics industry, Qinchi and Jiugui in the liquor industry, Shanshan and Meibang in the clothing industry, and most of them have not broken through." Wu Xiaobo said.

In Wu Xiaobo's view, business is a long war. At the beginning, it is more about inspiration, bravery and luck than perseverance, pattern and rationality. However, it seems that business is a fair and free game, and everything is your choice.

However, many investors are not optimistic about the old choice of transplanting millet model to themselves. An industry investor said that ordinary customers mainly make their own products and private brands, but if it is purely Internet oriented, platform based e-commerce has more advantages, because its traffic resources are guaranteed, more brands are settled in, and ultimately more consumers can be absorbed.