In July, The Total Sales Of Tmall Women'S Clothing Reached 2 Billion 800 Million.

In July 2016,

Among the thirty-two major categories, the basic commodities as seasonal clothing become the first choice for consumers. The online monitoring data obtained from the third party electricity supplier big data platform, which is known to both of you and yourself, shows that in July 2016, the total sales volume of Tmall women's clothing reached 61 million 515 thousand and 100, with a total sales volume of 2 billion 800 million yuan.

Reporters noted that in the thirty-two largest category of Tmall women's clothing in July, the number one was T-shirts, with sales volume of 11 million 545 thousand and 600, sales of 372 million yuan, followed by casual pants, sales of 8 million 837 thousand and 600, sales of 377 million yuan, third of dress goods, sales of 7 million 483 thousand and 700, sales of 472 million yuan.

Analysis, the reporter noted that the style of diversification, style

The trend has become the focus of consumers' online shopping.

According to Taobao search engine data, women's online shopping clothing is the first category of search keywords, accounting for 60%, and is also very concerned about new products, styles and other factors.

"Korean version" and "genuine product" are the two most frequently searched keywords. From the choice of keywords, female consumers can pay attention to the diversification of clothing styles, the time limit for listing and fashion flu.

Judging from the top ten categories, the reporters found that most of them are the best sellers under the line, which reflects that people with different consumption ability and preferences decide the competition pattern of products online and offline.

Of course, it does not rule out that low price is an important reason for consumers to choose online shopping clothes.

At the same time, because the clothing is easy to pport and the product differentiation is bigger, the electricity supplier's long tail effect makes the choice rich, the consumer is willing to purchase the clothing online.

At the same time, with the gradual increase of the number of Internet users, the penetration rate of online shopping is also gradually improving.

Specific analysis shows that the root cause of online shopping is also due to structural differences in consumption demand, but the price performance of domestic brand enterprises is low, which is difficult to meet the needs of consumers.

With the increase of income level and the change of population structure, the consumption structure is gradually differentiated: China's consumer market has begun to polarize, and people begin to pursue high performance price ratio or brand feeling instead of paying for the products with no characteristics.

Compared with the change of consumption demand, the traditional brand retail enterprise as the supplier has expanded and expanded as the main mode of operation and development. The traditional brand retail enterprises in China have benefited from the constant release of consumer demand over the past 20 years, and the constantly expanding market has brought too many empty white areas. The growth of enterprises in the past mainly focused on the speed of shop opening, the homogenization of channel modes, the scale expansion of enterprises, the homogenization of product supply, the homogenization of channels and products, and the development of a homogeneous mode of operation; and the continuous rising of entity terminal operation cost pushed up the price of products.

High price homogeneous products are difficult to meet changing consumer demand.

The popularity of online shopping is in sharp contrast to the continuing weakness of real consumption. Although consumer demand is still booming, there is a structural contradiction between supply and demand, and online shopping provides an open platform for consumers to find cost-effective products.

However, observers pointed out to reporters that online shopping is beneficial to brand enterprises to digest inventory in the short term, but it is actually not conducive to brand business.

Brand enterprises mainly take online shopping as a way to digest inventory: at present, brand enterprises do not have the strength to create a single online shopping brand in the short term, nor can they produce and sell products with high cost performance to achieve the same price sale on line, so the digestion of inventory becomes the main purpose of online shopping.

The ultra high speed development of online shopping is not conducive to the operation of the listed brand enterprises.

Due to the constraints of the development stage, most of the traditional brand clothing retail enterprises still regard online shopping as one of the new supplementary channels. The rise of online shopping actually snatch the consumption demand of physical shops, which is not conducive to the management of physical stores.

The key to digest inventory is to make products sell well and reduce terminal pressure. Online shopping is essentially an increase in inventory.

According to the data released by reporters, the first half of the year, China's online retail sales reached 22367 billion yuan, an increase of 28.2% over the same period last year, the growth rate dropped 11.1 percentage points year-on-year, the online retail sales of physical goods increased by 26.6%, the growth rate dropped 12 percentage points year-on-year, and accounted for 11.6% of the total retail sales of consumer goods.

The electricity supplier is still an important driving force for social zero growth, but the growth rate has dropped to below 30%. Analysis shows that online consumption is still strong, but the impact on the offline is relatively weakening.