What Did Clothing Electric Business Experience In The Past 2015-2016 Years?

With the closing of the "double 11" and "black five", the e-business portal and the Internet + think tank, the China Electronic Commerce Research Center, take inventory of complaints from consumers in cross-border import online shopping. The 2015-2016 annual report on China's clothing industry is released. The report is a comprehensive study of six aspects, including the characteristics, data, patterns, problems, countermeasures and trends of the clothing business. Let's explore the secret behind the following pictures. follow World clothing shoes and hats net Xiaobian together to understand what the 2015-2016 year clothing business experience?

120 billion 700 million, in 2016, Tmall double eleven global carnival was finally frozen. The most important clothing sector is amazing performance. UNIQLO spent 2 minutes and 53 seconds to break through billion yuan, and once again created a record, not only became the fastest clothing brand, but also Tmall's eleven fastest breaking brand. The traditional offline brand Semir group and Taiping bird group have become the biggest winners of clothing category with 650 million yuan and 616 million yuan, while the brand of Korean brand, Korean clothing house, Yin man and Yi Tiancheng are relegated to the second tier. Under the contrast of performance, the traditional apparel companies seem to be in a rush at the moment, and they are highly sought after, while the brand of electric business has a feeling of withering in the wind.

In 2016, at the Tmall double 11 evening party, all the "half entertainment circles" stars arrived. The super goddess Lin Chiling gave her windbreaker to the netizen, and it was miraculously thrown directly into the cell phone. In this step, AR real enhancement technology is adopted. Every user clicks and grabs clothes and the exact time will be recorded by the server. Finally, it will be put on the lottery. The continuous birth and application of new technologies of VR and AR will enable intelligent mobile terminals to bring greater imagination to clothing e-commerce. For example, Ali will launch Buy+ primary edition, Jingdong PCL laboratory, and necessary online shopping experience technology.

NO.1 clothing business characteristics

The trend of branding in the online retail market is obvious. The online shopping preferences of Internet users are becoming more mature. Consumption upgrading and social spanformation will bring about many blind spots and new business opportunities for apparel home textiles while promoting the spanformation of retail business mode. Mo Daiqing, director of online retail department of China Electronic Commerce Research Center and senior analyst, thinks that there are the following characteristics in 2015.

Feature 1: B2B clothing e-commerce has strong momentum of development.

B2B apparel e-commerce occupies a leading position and develops from PC to mobile terminals. Through the convenience, fragmentation, personalization, intelligence and other characteristics, expand applications. There are several B2B trading links in textile and clothing, and supply chain finance plays a role. For example, the news birds launched many corporate loan products. In addition, with the rapid development of cross-border electricity providers, it has become a "blue ocean" in the field of textile and clothing B2B.

Characteristics two: Amoy brand revenue increased profit margins decline year by year

In the overall downturn of the apparel retailing industry, the price performance ratio has become an important criterion for consumers to choose clothing products. The rapid expansion of the Amoy brand seems to illustrate this point.

In 2008, the growth rate of Korea's clothing house was very fast. The annual sales volume was 3 million yuan, and the team was 40. By 2014, the two figures had increased to 1 billion 500 million yuan and 2600 respectively. In 2014 and 2015, the operating income of Han Du Yi house was 831 million yuan and 1 billion 260 million yuan respectively.

Hui Mei Group's revenue in 2013 was 590 million yuan, 950 million yuan in 2014, and 1 billion 140 million yuan in 2015, and its operating income in the past three years showed a certain degree of growth. But in 2014 and 2015, it grew 60.73% and 20.35%, and the growth rate slowed down significantly.

This shows that the crisis behind the rapid expansion of the Amoy brand is hidden.

Feature three: the development of clothing e-commerce will enter a mature stage.

In 2015, the development of clothing business has entered a relatively mature stage. At the same time, clothing has a very obvious end of the season characteristics, the first and fourth quarter of the year is the peak season of sales, the second, third quarter is the off-season; at the same time, we can also see that double 11 pairs of clothing online sales promotion role is obvious.

Feature four: Mobile Internet has changed the sales volume of mobile apparel industry in the traditional garment industry rapidly. Since 2015, the mobile terminal has accounted for more than half of the total industry sales. At the same time, the application of APP mobile terminals based on smart phones is booming, and they are considered to be the beginning of mobile Internet to spanform traditional industries. Mobile social networking platform has sprung up in recent years, represented by pocket micro stores, micro Meng shop and micro sale. Mobile social networking platform is more favored by capital. It has a deep understanding of the Internet, a complete product system and rich experience in Internet operation / marketing. While distributing channels ensure zero inventory, it effectively accumulating traffic volume and promoting spanformation and buying, leading the development direction of the industry. {page_break}

Features five: the clothing industry "big and full" era in the past, traditional clothing by electricity providers change.

The era of "big and full" garment industry has passed, and the market positioning of customer orientation has been made further. In this market environment, the Internet and big data will replace the traditional closed manufacturing system, making it possible to accurately link consumer demand. Facing the general trend of the development of the electricity supplier and the decline of the traditional retail industry, the traditional garment enterprises must change, combine the advantages of the traditional manufacturing industry with the Internet thinking, and catch the new fast development of the garment industry.

　 Feature six: traditional clothing borrows net red "attack".

"Net red" have strong appeal to fans, and let many Chinese clothing enterprises hope to cooperate with "net red" to usher in the "second spring" of brand sales. Through the use of "net red" to promote the brand single product, it does play a leading role in the sales volume of some garment enterprises.

How to achieve stable and orderly cooperation between clothing brands and "net red" is of great help to brands focusing on customers, achieving accurate promotion and winning sustained attention.

Features seven: big data to promote clothing business "targeted"

Big data is of great significance to the development of clothing business. For example, the market demand for clothing products in various regions of the country will be different. In the past, the process of clothing distribution is experience, but through big data, we can understand the actual differences of local markets in detail, so as to launch products in a targeted manner.

NO.2 clothing electricity supplier industry layout

Net, Tmall, Jingdong, vip.com, suning.com and so on; 2) vertical electricity providers: State Grid, Marceau, Meng bazaar, fan Ke Cheng, LAN Mei, and so on; 3) O2O electric business: UNIQLO, silk clothing, red collar group, clothing, etc.; 4) Amoy brands: Han Douyi house, Inman, rip and silk, seven grid; 5) brand: Pacific bird, seven wolves, YOUNGOR, Europe time, Bosteng, Lining, etc.; 6) B2B electric business: sinbada, China apparel net, clothing network, China silk net, batch and so on, 7) C2M electricity supplier: quantity goods, necessary shopping mall. According to the monitoring of China Electronic Commerce Research Center (100EC.CN), the current clothing business market includes: 1) platform electricity supplier: Taobao

NO.3 textile Clothing business Total spanaction volume

The report shows that the total e-commerce spanactions of textile and clothing in 2015 amounted to 37100 billion yuan, representing an increase of 25.4% over the 29596 billion yuan in 2014.

As the largest subdivision of electricity suppliers, clothing business has been on the rise in recent years. From 2014 to 2015, the development speed was steady and entered the "maturity stage". With the further improvement of the garment industry environment, enterprises have further strengthened the ability to carry out e-commerce with regard to brand development and efficiency enhancement.

NO.4 textile and apparel B2B e-commerce spanaction scale

According to the monitoring data of China Electronic Commerce Research Center (100EC.CN), the scale of e-commerce spanactions of Chinese textile and clothing in 2015 amounted to 28506 billion yuan, up 27.2% from the 22415 yuan in 2014, up 27.2% over the same period last year. It is expected to reach 37114 billion yuan in 2016.

NO.5 scale of apparel online shopping market

According to the monitoring data of the China Electronic Commerce Research Center (100EC.CN), in 2013, the scale of China's clothing online shopping market reached 434 billion 900 million yuan. In 2014, the overall scale of China's clothing online shopping market reached 615 billion 300 million yuan, up 41.5% from the same period last year, accounting for 22.1% of the nationwide online shopping market. In 2015, the scale of China's apparel online shopping market reached 745 billion 700 million yuan, an increase of 21.2% over the same period last year.

Mo Daiqing, director of online retail department of China Electronic Commerce Research Center and senior analyst, said that the growth rate of clothing online shopping spanactions has not been significantly accelerated compared with previous years, but there has been a slowdown. 2015 apparel online retail online and offline integration and integration. Clothing business operators accelerate the development of offline stores, traditional clothing enterprises to increase the "throwing money" investment online, consumer spanformation and upgrading, and so on, to promote the steady development of clothing business.

NO.6 penetration of clothing online shopping

According to the monitoring data of China Electronic Commerce Research Center, in 2015, China Clothing online shopping Permeability was 34.7%, an increase of 10.2% over the same period last year. The penetration rate of clothing online will reach 36.9% in 2016.

Mo Daiqing, director of online retail department of China Electronic Commerce Research Center and senior analyst, said that clothing accessories are consumers' favorite products. Clothing ranks the first category of online shopping. Apparel industry online channel penetration is further deepened, Tmall, vip.com, Jingdong and other major brands have become the focus of clothing.

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