"Double 11" Close To The Big Business People Are Ambitious.

Recently, a report from Morgan Stanley showed that

It is the second largest clothing retailer in the United States after WAL-MART.

The upcoming Tokyo fashion week has also been renamed Amazon Tokyo fashion week.

In addition to the rich category, the high Maori fashion business is the biggest promoter of Amazon's fast fashion fashion circle.

Of course, the domestic electricity supplier also saw this nugget point.

The "double 11" business carnival is being planned. This year's fashion, especially the show, has become the focus of competition.

China's electricity supplier's desire for the fashion market has responded to Amazon's performance.

Although the industry has different opinions on Amazon's fashion development path, it may provide some ideas for the layout of the domestic fashion.

The international Financial Services Company Morgan Stanley released a report recently that Amazon has become the second largest seller of the overall clothing market in the United States, accounting for 7% of the market share, behind WAL-MART, but more than two percentage points from entity retailers Target, Messi department store and TJX.

According to statistics, Amazon's clothing sales totaled $16 billion 300 million last year.

Morgan Stanley analysts said Amazon's clothing sales increased by 1 billion 100 million US dollars in the previous quarter, while the total sales of clothing in Messi stores, Nordstrom, Sears stores, Kohl 's, J.C Penney and Dillard totaled $225 million.

If only for online apparel retailing, Amazon has become the largest seller in the United States, and this result is derived from Amazon's continued layout in the field of fashion apparel.

It is understood that Amazon bought the fashion shopping website Shopbop and the footwear retail website Zappos in 2006 and 2009 respectively, and launched the online shopping website East Dane in 2013.

Diversified channels will make Amazon more attractive to attract fashion brands and designers.

Take Shopbop as an example, this fashion website that focuses on light luxury style not only has fashion brands like Gucci, Furla, Prada, but also has 3.1 Phillip Lim, Marc Jacobs, Vitoria beckhem and other designer brands.

Darcy, President of Shopbop, once said that the advantage of Shopbop lies in its common growth with brands. This also enables many brands to offer their exclusive products.

Amazon is also making efforts to fashion its own brand while introducing fashionable brands.

It is reported that Amazon currently owns Franklin&Freeman, James&Erin, Lark&Ro and other 7 clothing own brands, category involves women's clothing, children's clothing, handbags and other lines of business.

Amazon in

The market painstakingly, of course, can not be separated from the high profits behind.

Jeff Bezos, the founder and chief executive of Amazon, once said that Amazon costs almost the same price whether it sells a $10 book or a $1000 skirt.

And the gross profit margin of fashion products will be much higher, which is why Amazon is doing high fashion.

Clothing industry experts, independent clothing division Ma Gang to Beijing Business Daily reporter said, fashion clothing according to different brand price increase rate can be divided into luxury brand, light luxury brand, middle end brand and mass brand and so on.

For luxury brands, the gross margin level can reach 70%-80%.

Not only is the high return on investment, clothing online retail way is being recognized by more and more consumers, no electric business players are willing to give up such a cake.

In a report released in July, Morgan Stanley pointed out that over the past year, 52% of American consumers have bought clothing online, and clothing is currently the most popular online retailing category.

According to eMarketer, the US business clothing sales will increase by 13.6% this year, up from US $60 billion last year to US $68 billion 200 million.

In terms of the domestic market, the sales growth of e-commerce clothing is also remarkable.

According to the data released by the National Bureau of statistics, the sales volume of clothing shoes and hats and needle textiles exceeded 13484 yuan last year, an increase of 9.8% over the same period last year.

Among them, from online sales, clothing retail sales increased by 21.4% over the same period last year.

"The characteristics of standardization and mass production make the impact of physical retailing on clothing category bigger (compared with other commodities), and the characteristics of network information sharing also enable fashion information to be pmitted to consumers faster, which is the advantage of e-commerce in fashion apparel market," Ma Gang said.

In fact, not only the business enterprises have a rigid demand for developing clothing categories, but also in the Internet age, clothing brands have begun to attach importance to the spread and influence of brands with the help of Internet tools.

Burberry announced in February this year that "show" is the decision to buy.

During the London Fashion Week held in September, a new series of costumes was sold in some stores around the world after the show. At the same time, Burberry also opened an online sales channel on the official website. Consumers can place orders online instantly.

Comprehensive class

We need to explore diversified distribution of products. At the same time, when the electricity supplier traffic dividends fade away, the electronic business platform also hopes to attract more consumers. High frequency and personalized fashion dress just matches the above characteristics, so the competition of domestic electricity suppliers in the fashion clothing market is more intense.

With the "double 11" approaching, the retail business started with new clothing business.

This year, "double 11", Tmall will launch the "ready to buy" service jointly with domestic and foreign brands. Through the multi platform uninterrupted live broadcast including Youku, as well as the synchronous display of the latest show on Tmall online, consumers will be able to buy new fashions on Tmall at the same time, whether in the show or on the mobile phone or computer.

As a competitor to Tmall, Jingdong has recently joined EVE de CINA, Kevin Kelly, NE TIGER and other domestic clothing brands in London Fashion Week, and launched Jingdong apparel online customization service.

It is reported that Jingdong customized channel has been on-line men's wear, women's wear, jewelry, glasses and other categories, the follow-up will continue to expand shoes, bags and so on.

Whether it's Tmall's "show buying mode" or Jingdong's.

The pattern, no doubt, indicates that the clothing business is intending to explore from the past popular and low margin commodities to personalized and high profit.

Xin Li Jun, vice president of Jingdong group and President of clothing and home furnishing business division, said that the era of Chinese consumers only care about low-priced goods has ceased to exist. Consumers are paying more and more attention to the quality of goods, and are willing to spend more money to buy high-quality goods.

Cheng Weixiong, general manager of Shanghai Liang habitat Brand Management Co., Ltd. and clothing industry marketing expert, suggest that the so-called fashion clothes are not necessarily too high and too high, luxury goods are still at the top of Pyramid, and the conversion rate is limited for the electronic business platform.

It is not easy for e-commerce giants to quickly enter the fashion market.

"High-end fashion apparel has the characteristics of personalization and scarcity. The key to testing the business is to grasp the trend of fashion."

Cheng Weixiong said that the value of fashion clothing is more reflected in its intrinsic culture.

For the electronic business platform, with the continuous improvement of technological means, through the way of IP, live broadcast and other fashion cutting into fashion clothing, its essence still lies in stimulating consumption and strengthening cash flow, and the image of fashion is more meaningful.

The significance of mastering the trend is to gain the recognition of the brand and the designer, so that they can sell the unique resources on the platform. But for the electronic business platform, the difficulty is also there.

Amazon, for example, has invested heavily. Amazon is not only the sponsor of the India fashion week, but also sponsored the first New York men's wear week in July. In addition, the Tokyo fashion week, which will be held in October, will also be renamed the "Amazon Tokyo Fashion Week".

Nevertheless, there are still clothing industry analysts believe that this is only to add a little fashion to Amazon.

Ma Gang believes that in terms of commodity characteristics and audience structure, there are obvious differences between fashion clothes and other categories.

For example, the gross margin of 3C and digital goods is about 15%-20%. Although the rate of return of fashion apparel is higher, the main consumer groups are quite different. Enterprises need to gradually cultivate the buying habits of platform customers.

Clothing business providers also have their own unique advantages. In Jingdong's "Beijing system" fashion show, Xia Hua, the chairman of the group, told reporters that Yi won't build an e-commerce platform, because it is not good at Yi Wen. It will cooperate with the electronic business platform to better play the advantages of offline stores, expand the scope of services and maintain more loyal users.

Xin Li Jun said that as an e-commerce platform, Jingdong can provide accurate information for the platform customers and provide supply chain services such as warehousing, distribution and other services through the analysis of big data, which is valued by traditional enterprises.