Fierce Competition In Online Women'S Wear Market

One side is

The fierce fighting of brands is one of the vigorous development of minority brand.

On-line

The competition has gone to a frenzied stage.

However, in the face of online business, traditional women's clothing can not choose to ignore the wheat field. What kind of angle should we choose to choose?

At the right time and at the right angle to enter the market, we often get unexpected gains.

Calm down and look at the women's clothing market. Do you see the chance that others can't see?

First, do you see clearly the fierce competition of women's clothing industry?

Judging from the paction volume of women's clothing industry in recent years, we can see that women's clothing is the largest category of online shopping products. The scale of Chinese women's clothing online shopping market in 2012 is about 304 billion 500 million yuan. In 2013, the size of women's clothing products online shopping market reached 434 billion 900 million yuan, an increase of 33.6% over the same period last year. In 2014, the size of women's clothing products online shopping market exceeded 610 billion, an increase of 41.5% over the same period last year.

Looking at the trend of Tmall's Taobao search in recent years, the overall trend of development is good, but the competition in the industry is becoming more and more intense.

However, judging from the overall search index of Taobao and Tmall's whole network, only the light maturing women's clothing is available.

The overall trend of search is whether it develops in a tortuous way or maintains a good upward trend, and has obvious seasonal characteristics.

Taobao Tmall platform has been competing for many businesses. Among them, there are more than 100 million businesses in the past year. Preliminary statistics show that Taobao and Tmall platforms have had millions of women's clothing businesses, including 10958 stores in Tmall mall, 1005815 C stores (including 276 golden crown stores, 35657 crowns in the crown store), and 1249 shopping centers worldwide. Among them, there are 50 businesses with annual sales of over 100 million, such as UNIQLO official flagship store, hairy mushroom small elephant, European and American street fashion, Korean and Korean clothes shop flagship store, cat forest price shop, Semir official flagship store, West West small wave goods dress and so on. From the above we can see that at present, only

It is understood that since 2013, Lining, China trends, 360 degrees, Anta, PEAK, XTEP and other companies have closed more than 6000 stores, followed by men's clothing. In the first half of 2014, 347 stores were closed to the seven wolves, 88 of IgG Guan stores, 73 of nine Mu Wang Guan stores, and gradually pformed online.

In 2014, double eleven, Tmall's single store sales ranked the top ten brands, clothing accounted for 3/10, but no one is a traditional Chinese clothing brand.

From the above analysis, it is not difficult for us to find out: the online shopping market of women's clothing has gradually matured, and the competition of businesses has already entered the stage of white heat. Buyers are facing greater selectivity in online shopping. The impact of traditional businesses is inevitable. The biggest problem facing businesses is not to do or not to do business, but how to do business.

Two, light mature market, you deserve it!

Is the competition of online shopping clothing market similar to that of traditional clothing market? Do we have to follow the same rule in product category planning? Otherwise, although there is a great correlation between them, the online shopping market has a unique competitive mode in the online shopping market.

(1) hot sales category analysis:

Next, let's take a look at some of the most popular products in the online shopping market: the double price of the unit price and the sales volume of products. In the past year, women's dresses, woolen jackets, down garments, T-shirts and casual pants have become the larger subcategories of sales in the online shopping market.

Apart from sales, sales volume alone shows that sales of trousers, T-Shirts, dresses, jeans, shirts and so on in women's clothing are ranked the highest in the past two years.

(two) hot crowd analysis:

On the Taobao website, pan 90 (from 85 to 90) is a very influential group on Taobao.

Because this group is a group that decides the future development trend of consumption, because after 85, it has entered into the stage of raising children and entering children's decoration. 90 represents the future. Maybe his spending power is limited today, but his needs represent the future development.

From the data above, the percentage of age distribution and the proportion of personalities distributed in the above shopping group are also true: the population aged 18 to 24 is growing rapidly and the demand is strong. The consumption ability of people aged 35 or above has not kept up with the actual growth rate. It is good for women who are 18 to 35 years old.

A closer look at the characteristics of the consumer groups of light dress women's clothing: the online shopping consumers of light maturing women's clothing are mainly young women aged 18~34, and their consumption level belongs to the middle and high grade. Among them, 18~24 is the potential force for the future, and will decide the direction of the industry in the next 5 years.

Three, how to operate a light clothing brand?

From the analysis results of the consumer groups of hot products and light maturing women's clothing, combined with the change of seasonal demand and the operation rhythm of Taobao Tmall's key categories throughout the year, we can combine the category planning tables to design the boards in advance, make the new, survey and operation:

At the same time, we should combine Taobao with the marketing rhythm to train our own main categories and seize the opportunity of subdividing the market.

Combined with the above category planning, marketing rhythm and product life cycle, start product design and production, product testing and marketing plan planning at least 3 months in advance.

Although we already know what people to locate, what products to locate, but how should we cut into the online shopping market? Let's see how the traditional business women's successful electric shock is how the European women's clothing is operated.

1, the core competition strategy: Ou Shi Li insisted and each consumer dialogue to get their demands, to create a distinctive style of fashion brand for consumers, is the first to break the rule, "mixed" elegant;

2, brand strategy: mainly using movie stars and famous models to spread influence, such as Xun Zhou, Yuan Quan, Chen Yao and other popular heroines choose to use the European force brand.

3, accurate positioning of the consumer: over 25 years of age OL, have a request for life, like European style fashion women;

4, channel layout: online and offline double line: offline stores, Pacific, new world, SOGO, mackerel, Parkson, Maui, Yintai, Ping htang and other famous fashion department stores; and multi platform development: Tmall, Jingdong, vip.com, Amazon, Yintai net, etc., to develop its own official website and APP;

5. Strategy of category planning and product catalog: multi category development, focusing on the effect of matching and quality of products and services, and even if every product is sold very well, it will not replenish the product once, so as to ensure the fashion trend and stable price of clothing.

In 2014, Ochirly sold second yuan in the women's clothing industry for 1 billion 45 million yuan, and became the top ranked brand shop in the category of high priced women's clothing.

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Four, traditional enterprises, you may want to ask these questions.

Of course, not all traditional enterprise pformation will be successful. Let's take a look at the common problems faced by a traditional enterprise as an electronic business platform.

Question one: is it a good electricity supplier or a good combination?

Answer: in front of us, we talked about traditional enterprises will inevitably be hit by online businesses, resulting in reduced customer diversion and difficulties in customer pformation.

In fact, if the pure electricity supplier will also face the challenge of user experience, this is mainly due to the high price sensitivity of the online crowd and the younger age. The pure online women's wear brand will face the experience of lack of trial size, size deviation and difficult to determine the fabric feel. Some users will usually choose to buy online offline.

And will also appear, online shop to see clothes like that for a variety of reasons at that time did not buy, but then think of it can also buy anywhere, anytime, anywhere, the development of O2O business mode is to promote the pformation of these users, and the traditional enterprise offline channel is relatively mature, only need to focus on the line.

Question two: worry about the development of net sales channel and impact on franchisees.

Answer: many traditional enterprises have long been unable to grasp how to change the entanglement is whether it will impact on the current offline channels, affecting the current revenue.

In fact, we can take the same price on line, and involve online special contributions, and plan some O2O programs to achieve win-win results.

Here we need to pay attention to the following points:

1, there should be uniform rules and uniform prices for the same line and the following lines.

Objective: to avoid online impact and maintain brand image, and to increase exposure to new products.

2, online special contributions must have a sense of fashion, to be redesigned, in line with the trend of online shopping.

Objective: online special contributions are more closely related to online consumer price requirements and avoid conflict with offline.

3, opening up more brand, can be clothing category, also can be related to other categories.

Objective: to extend the influence of brand online and give full play to the value of old customers.

Question three: is the more traditional businesses entering the e-commerce platform the better?

Answer: Although the current e-commerce platform is very large, besides Taobao, Tmall, Jingdong, vip.com and other mainstream online shopping platforms, there are many shopping guide platforms. However, as a new online shopping market, businesses do not have the ability to quickly distribute the entire network, especially those without the guidance of professional teams.

Therefore, it is suggested that there should be a grand layout of the whole network. However, we must seriously analyze the current situation and recognize its advantages and disadvantages. There are primary and secondary projects, and there are successively launched projects. The common layout is to first enter large flow platforms such as Tmall, Jingdong, vip.com and other mainstream shopping platforms, and then develop wireless operations for different platforms (such as: Micro stores, mobile phones, Taobao, etc.), and finally develop independent independent mall and customers to maintain APP.

In addition to the above common project difficulties, there are many problems that will not be broken down one by one. I believe that many problems can not be answered after finding the right direction and making detailed strategic plans.