Lining: Growth Of Online Apparel Industry Will Slow Down

In the first half of 2015, Lining showed that the income of Lining's brand products from the business of the electricity supplier accounted for about 6% of the total revenue of the group. The company expects to increase the proportion of the business income to more than 20% in the next three to five years.

Among them, the description of the electricity business is, "the company will make use of the large amount of consumer data accumulated, make in-depth analysis of their consumption behavior and habits, so as to be more flexible and targeted to integrate into the social and intelligent life of consumers."

Feng Ye thinks, generally speaking, the electric business department has promoted the digital operation of Lining group.

"For Lining, the electricity supplier is no longer simply a sales channel, it will respond more to changes in the market structure and user needs, as well as a platform for sales and marketing."

And the biggest change that electricity supplier brings to Lining is a quick response to the product structure and direction.

Digital operation will no longer rely solely on designers' "groping" to make products, but will determine product direction according to market feedback and feedback from competitors.

These are precisely the problems that Lining has been criticised most in the course of pformation.

Feng Ye believes that it can be seen that the future electricity supplier.

It will not grow rapidly, but tends to be stable. Due to the gradual disappearance of the demographic and traffic dividends, the growth rate of the industry will continue to slow in the coming year, which will lead to the increasing cost of future snatching of users.

To this end, Feng Ye said that brand businessmen must reduce the proportion of the sales of double eleven in the year, rational look at double eleven.

At the same time, we should quickly adjust product direction according to market reaction and speed up the supply chain reaction.

"Future ratio is not only about scale and growth rate, but also efficiency and user experience. Product and product supply chain is the most important ability of brand."

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Speaking, it will speed up the development of intelligent products and shorten the supply chain cycle. In the future, there will be a series of actions, from account to goods supply time will be shortened.

It is understood that the change in the supply chain is also the focus of the development of Lining's e-commerce department. There will be a series of actions in the future, from the account period to the supply time of goods will be shortened.

In addition, in addition to the end of the store to the stock exchange, Lining will also take action in the integrated membership system, and strive to bring consumers into the ecosystem at one end.

Asked Feng Ye to mark the prosperity of the double eleven apparel industry this year.

There is no direct answer.

But Feng Ye gave a figure. After eleven and November 20th, the year-on-year growth rate of the outdoor sports category of the whole network was only 25% to 30%, much lower than the previous year's growth rate of over 50%, while the outdoor sports category's year-on-year growth rate was higher than that of men's clothing and women's clothing category.