2011-2012 Report On China'S Garment Industry Development Report (Five)

2011, China

The annual growth of 33.1% is still maintained, with a total paction scale of 6 trillion and 400 billion yuan.

From the point of view of internal structure, e-commerce occupies the dominant position among enterprises, accounting for 85.2% of the paction scale, reaching 5 trillion and 500 billion yuan, and the scale of personal e-commerce pactions is nearly trillion yuan. Among them, the scale of online shopping market pactions is 766 billion 600 million yuan, accounting for 12%.

It is predicted that the scale of e-commerce application in personal consumption will continue to improve in the future.

In terms of user attention, clothing is the most popular online shopping product; on the scale of the market, clothing online shopping scale is 204 billion 900 million yuan, an increase of 94.7%;

Reached 14.3%; trading category, women's clothing as the largest trading category; market structure, B2C accounted for more than 20%; market share, Taobao occupy the bulk.

In 2011, China's apparel industry has the following characteristics of e-commerce operation: the scale of garment market pactions is growing rapidly, the main body is diverse and integrated, and the traditional enterprises are moving from behind the scenes to the stage. The influence of Taobao brand is beginning to show. The open platform has become the main operation strategy of vertical garment B2C enterprises, and social promotion has become an important way of clothing network marketing.

With the development of China's clothing e-commerce, there are still some problems.

It is limited by hardware and user habits, and it is difficult to open sales on a large scale. Under the technical conditions, consumers can not experience the effect of trying on online shopping, and can only choose from pictures and user reviews.

It is mostly used for clearance, and online brand and channel construction is still in its initial stage.

Considering the overall development trend of China's e-commerce industry and the current development of clothing e-commerce, we believe that clothing will continue to be an important category of e-commerce market in China in the coming years, and the entire apparel e-commerce will continue to grow rapidly.

At the same time, the market will also show the following trends: clothing subdivision categories are increasingly rich; online and offline channels will gradually merge; with the help of e-commerce channels, Chinese garment enterprises will become an important participant in overseas markets.