Clothing E-Commerce Flash Purchase VS Traditional Retail Entity Mobile Store Or Trend

A few years ago,

Flash buying mode is hot, and some commentaries say that flash buying website will become the terminator of traditional retail industry.

However, physical retailers see the short board of flash buying websites, challenge them and play their trump card, the physical store.

Flash buying websites are also reluctant to step down, gradually expanding the scope of products and changing the way of display.

Innovation needs to be changed.

In 2011, a Harvard Business School article on the retail revolution mentioned that retailers need to consider "what needs of consumers can not be met through e-commerce?"

Franchised stores benefit greatly from the desire of consumers to feel, feel and try on clothes.

Therefore, stores offer discount information to consumers through various channels, increase their discount stores, and maintain the image of tall and tall brands of core designers.

Meanwhile, flash buying websites have responded.

Candace Corlett, President of WSL, a retail consultancy group, said: "the most obvious feature of flash shopping websites is that they have surpassed the clothing category. They are more like online department stores.

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They also sell home and accessories. "

Whether it's RueLaLa, Haute Look, Gilt or a number of other flash buying websites, there are "outdated" products everywhere.

According to the Lifestyle Monitor Survey (Cotton Corp), 3/4 consumers like to go online to Taobao. The proportion of female consumers like to do so is 84%.

In addition, 52% of consumers say that online shopping is more convenient than going shopping.

Improve user experience to become king

During the American recession, retailers and brands constantly discovered the problem of overstock. To solve this problem, flash buying website came into being.

But as the economy recovers, the retail market is improving. Retail stores have learned to control inventory strictly.

Most importantly, Marshal Cohen, an industry analyst at NPD group, a market research firm, points out that the emergence of discount stores, such as Nordstrom Rack, Last Call by NeimanMarcus and Saks Off 5, also indicate that the traditional Zero selling industry is coming back to the ground, as the latest addition to the company.

These initiatives not only form competition with flash buying websites, but also disrupt the source of supply of website goods.

"Where does the website get the specials?" explains Cohen. "As more and more brands and department stores open discount stores directly, they are selling discounted goods to consumers. These discount sources are being diluted on more sales channels."

In addition to the increasing discount stores, Cohen pointed out that flash buying websites also need to deal with changing consumer habits.

He said: "they are not only buying because of needs."

Corlett agreed with him and quoted the report on "how Americans shop": "40% of women said that although I cut down on consumption, I found that everything I bought was not really needed."

As a result, flash shopping websites add various experiences, such as Gilt City's Metropolitan Opera custom subscription, or provide travel related services, such as RueLaLa hotel discount, Mexico Playa del Carmen spa experience purchase, etc.

In order to attract and retain websites, Taobao enthusiasts, buying websites from traditional retail businesses, have come up with various methods, such as Ideel's customer loyalty project, Gilt magazine, Beyond The Rack, and RueLaLa launched the trend guide to teach consumers when to roll up or down the sleeves of shirts, and then click on the link to choose shirts to "try the new roll of sleeves".

Consumers doubt online shopping clothes.

Lifestyle surveys found that mobile elements were crucial when buying clothes: 70% consumers used desktop computers or laptop computers, followed by mobile phones or other intelligent communication devices (percentage increased from 27% in 2014 to 31% in 2015), tablet computers (27%), and smart TV (9%).

"Mobile devices bring a new way of shopping, just like the revolution triggered by desktop computers."

CEO Steven Davis, Yahoo Finance of flash shopping website, said, "in RueLaLa, we spend time ensuring that product classification is clear enough, and consumers can browse the entire online shop within 15 minutes a day.

Therefore, the focus of our consideration is how to create a rich consumption experience for consumers, helping them to use the fragmented time of the day to browse the shops with mobile phones, get inspiration and understand fashion trends.

Davis continues to talk about the way consumers want to achieve "multi brand browsing at the same time, thereby inspiring and buying desire".

Of course, consumers still like to buy clothes in exclusive stores.

Data from lifestyle surveys show that this is mainly because 79% of consumers said they were "very or more worried about freight and clothing quality" when buying online, followed by a return policy (77%), unable to try on (72%), and could not really touch clothing (64%).

Figures from the US Census Bureau show that e-commerce accounted for only 7% of the total retail sales in the United States last quarter, although clothing sales accounted for the bulk of e-commerce sales.

Solid mobile store or trend

Ken Morris, President of Boston RetailPartners, points out that retailers today are not just selling products simply.

"Contrary to the simple and direct way, skilled brand players attract consumers through one to one personalized promotion."

"These retailers use the interrelated factors such as customer understanding and environmental conditions to correlate with consumer experience and establish close relationships with consumers," Morris said.

Morris believes that the traditional retail industry has been accelerating the process of e-commerce, such as real-time retail technology and personalized promotional activities, according to the preferences of consumers, to provide customized concessions.

Moreover, he added, the physical shops also began to play the "out of date" lightning promotion.

"Another new potential trend is solid mobile stores."

Morris said, "mobile shops will take a short period of time, then quickly shut down and move to the next busy neighborhood - a concept similar to a mobile food vehicle."