95% Of Traditional Garment Enterprises "Burn Money" In E-Commerce Market

Here in the world Clothing shoes and hats What the editor of www. website.com introduced to you is that 95% of traditional garment enterprises are "burning money" when doing e-commerce business.

Yesterday, the clothing textile e-commerce summit forum was held at the Dalian Clothing Expo. "Taobao mode is a phased transitional product of e-commerce." Cao Lei, director of China E-Commerce Research Center, told reporters that for real enterprises, "online stores" are only one kind of marketing channels rather than a substitute. It is not advisable to give up physical stores and focus on burning money online.

?

"The news of Alibaba's listing may stimulate another upsurge of enterprises to do e-commerce." Cao Lei said, however, the figures prove that online shopping has not become the main channel for consumers in China or even the world at present. In the apparel industry, where e-commerce is most concentrated, the penetration rate of online shopping is only about 20%. However, online shopping accounts for less than 10% of the national retail sales of consumer goods. Looking around the world, even in the United States, where online marketing is relatively mature, this figure does not exceed 30%.

Cao Lei said that, Alibaba Just entering the US capital market, Jack Ma has also become the richest man in mainland China, and Alibaba's e-commerce business is the most profitable in the broad sense of "Taobao". When starting with book products, JD started with digital products. When Taobao was established 11 years ago, it was based on clothing categories. From this perspective, it is the clothing industry that has created today's Taobao and Ma Yun. He believes that clothing e-commerce is still facing a broad market. The success of Taobao should make clothing e-commerce think about how to go in the future. Sometimes, early development may not be able to preempt the opportunity. In fact, Dangdang, Zhuoyue and other e-commerce companies sold to Amazon started earlier than Taobao. However, Taobao's success is due to its compliance with the development trend of e-commerce.

With the increasingly fierce market competition, "e-commerce" has gradually become the most popular topic for store operators to talk about. However, Cao Lei reminded that the e-commerce transaction volume of the clothing industry has exploded in recent years, and there is also a lot of room for growth in the future, but blindly entering e-commerce is not a good way. Many enterprise bosses' understanding of e-commerce is still limited to opening a store on Tmall. Enterprises should know what they need before choosing their own e-commerce model.

"After the establishment of online stores in physical stores, marketing momentum is the most costly link." Cao Lei said that at present, well-known online shopping platforms have become advertising media, and 60% of its revenue is from enterprise marketing investment. For real enterprises, the cost of online promotion is also rising. According to the survey data, the average "acquisition cost" of an enterprise's online store is 260 yuan per order to encourage a new user to know from ignorance to product knowledge and finally place an order.

"After Alibaba's successful listing, the whole business circle was filled with impetuosity." Xia Hua, chairman of Evans Group, said that the operator who started in Dalian believed that the thinking of the Internet could be used for reference, but he could not lose himself. Dalian enterprises should be able to hold on. Before entering the Internet field, they should first check whether they have done a good job in their products and have the ability to create momentum.

Mark Huafei's general manager of e-commerce, Wang Dan, was even more forthright: "Now clothing enterprises are doing e-commerce, 95% of them are losing money, and only 5% can make money." Wang Dan reminded us not to blindly enter the e-commerce field. Some professional managers are lobbying for e-commerce everywhere: they can help enterprises expand market share, but the cost is "always losing money".

This time Service Expo In the exhibition area, Lin Xiuyue, the head of the local brand "creeper" e-commerce in Dalian, revealed that the enterprise has made nearly two years of preparations to expand e-commerce channels, but has not really started. In addition to the high marketing costs, the clothing enterprise, which has been founded for five years, is most worried about how to win new customers who are accustomed to online shopping without losing their old customers. However, the enterprise survey found that this is the dilemma faced by most "online" enterprises, and the industry seems to have not found a reasonable solution.