E-Commerce Has Reshaped Fashion Apparel Market, Traditional Fashion Retailing Is Facing Challenges.

Electric giant is constantly infiltrating consumer life, eating

The clothing market in the United States.

Began to dominate clothing retailing.

According to the world clothing shoes and hats net,

A recent survey by Alphawise, a research firm, found that about 69% of consumers in the United States had bought clothes in Amazon over the past six months, a 10 percentage point increase over the same period last year.

61% of consumers believe that Amazon's brand is improving and its credibility is improving.

About 42% of respondents said they spent more time and expenditure on clothing in Amazon over the previous year than in the past year.

According to a research report released by market research firm Cowen & Co at the beginning of this year, Amazon is expected to exceed Messi's department store this year to become the largest clothing retailer in the United States.

The industry expects Amazon's clothing sales to grow by nearly 30% to $28 billion next year.

At present, Amazon accounts for about 6.6% of the total apparel market in the United States, but in the next 5 years, this share will increase to 16.2%.

This year, Amazon is moving from the clothing sales platform to the upstream apparel supply chain, the platform's self-dress brand and the end of the consumer experience and other links. Amazon, which has a market value of more than 470 billion dollars, is increasingly afraid of traditional fashion retailers.

Amazon is cooperating with some of the biggest sportswear suppliers to develop its own brand of sportswear, according to Bloomberg, a person familiar with the matter.

Amazon has already stepped into its own brand fashion industry and has launched a series of jackets, jackets and dresses. Its brand names include Goodthreads and Paris Sunday.

But the Amazon's sportswear will bring new competition to the world's biggest sports brands.

Some analysts pointed out that Amazon's launch of sports brand will make the world's biggest sports brands face new competition.

Fashion apparel is the main development target of Amazon since 2012, and has made remarkable achievements since its development.

But in fact, Amazon is one of the five most valued companies in the world, and is planning a bigger three-dimensional fashion retail layout.

In June of this year, Amazon launched the "trial and buy" service, Prime Wardrobe. In addition, according to technology blog TechCrunch, Amazon has acquired 3D model Body Labs.

The goal of this company is to develop realistic 3D mannequins, and provide support for various B2B software applications.

This will also provide more potential resources and frontiers for Amazon's apparel retailing.

Amazon CEO Bezos believes that in the next few decades, the retail industry will not change three points. First, customers like low prices; second, customers prefer faster delivery; third, customers want more and faster choices.

In the Chinese market, the electricity supplier has almost become the big cat and dog war of Tmall and Jingdong's two giants.

Recently, after the Alibaba put forward the concept of "new retail" in October last year, Jingdong also put forward "unbounded retail".

In the Jingdong retail innovation strategy and the launch of the 11.11 good global Festival, Jingdong group and Tencent Inc announced that they will jointly launch the "Beijing Teng unbounded retail" solution of the empowering brand, relying on the social networking, content system and trading system of Tencent, to build a retail solution for online brand integration, depth customization, and scene trading.

This is also the solution of the comprehensive empowerment brand launched by Jingdong after the concept of unbounded retail.

Obviously, this is the start of Tmall double 11 promotion, the double 11 Carnival sale this week has officially started.

2016 the total turnover of Tmall double 11 is 1207 billion yuan.

According to data provided by Ali, this year, over 140 thousand brands of the world have invested 15 million products in Tmall's double 11.

At home and abroad, over 1 million businesses have opened up online and offline. They also involve nearly 10 million intelligent stores, 60 retail outlets, 5 gold medal stores, 4000 Tmall stores and 30 thousand villages.

In fashion retailing, though they are unlikely to launch their own brand like Amazon, competition between Tmall and Jingdong has intensified this year.

At the beginning of this month, Jingdong has just launched TOPLIFE, an independent luxury electronic business platform.

It is worth noting that the launch of TOPLIFE is only the last 2 months since Tmall launched the luxury virtual APP Luxury Pavilion and luxury luxury Tmall Space.

Similarly, the APP platform for luxury goods is also presented in the form of a flagship flagship store. The biggest difference between Tmall Luxury Pavilion and the high-end users is that only some consumers can enter APP, and Tmall can identify the users through naughty data and other user data.

Some analysts believe that Jingdong provides more visible and real high-end services, and Tmall hopes to create more suspense and freshness from the sense of scarcity.

In fact, since 2017, the competition between the two giants online luxury market and international fashion discourse has become hot.

The big two compete against each other in seconds, but the strategy is much the same.

First of all, apart from preparing for the on-line luxury business platform, Jingdong and Tmall will focus their efforts on attracting luxury brands.

Up to now, Jingdong fashion business has attracted brands such as Armani, Ray-Ban, TAG Heuer Heuer, ZENITH real time, Chopard Chopin, CASIO, La Perla, SWAROVSKI, Ralph Lauren, RIMOWA, Samsonite and other brands.

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Tmall's luxury brand matrix includes Burberry, Hugo Boss, Kenzo, La Perla, Rimowa and so on, covering all kinds of luxury brands such as clothing, footwear, underwear, luggage and bags, Make Up For Ever, La Mer, Estee Lauder, Lancome, Helena and other cosmetic brands, as well as luxury liquor brands MOET & CHANDON Hennessy, represented by the tide brand, such as fashion, light, luxury, etc.

From the perspective of brand lineup, Jingdong has higher share of luggage, watches and jewellery, while Tmall pays more attention to clothing and beauty products, and has richer categories.

The two are currently in the initial stage of brand resources competition.

But in comparison, Tmall's focus is not only on building luxury brand "first official website", but pushing cooperation to a deeper stage.

Both Jingdong and Tmall are well versed in the path of entering the fashion industry through reputable and more professional partners in the industry.

For example, Tmall and Jingdong are competing for the right to speak in international fashion through the four fashion week.

At the beginning of last month, New York fashion week announced a strategic cooperation with Tmall in the United States and joined the Tmall double 11 Fashion Festival this year. It said it would lead many American designer brands and famous brands to enter the Chinese market more quickly through Tmall.

The news is also regarded by the fashion industry as one of the heavy news of this year's New York fashion week.

Tmall is the first e-commerce platform partner of New York fashion week women's wear week. It's also the first e-commerce partner of New York fashion week men's week Asia Pacific.

According to the cooperation between the two sides, the cooperation covers New York fashion week and men's week in September 2017 and 2018.

In addition, New York fashion week will select the core brands to take the lead in this year's Tmall double 11.

Jingdong also made positive moves in the 2018 spring and summer fashion week, and also selected the brand displayed in New York fashion week, which aggravated the competition of the two giants.

In September 11th, designer brand 3.1 Phillip Lim 2018 spring and summer fashion conference ended, and Jingdong is the chief partner of this show.

Philip Lim is one of the most important display brands in New York fashion week as a key brand of high-end fashion in the US.

And after Proenza Schouler and other designers left Paris, this show is more important for the weight of New York fashion week.

It is worth noting that Liu Qiangdong's wife Zhang Zetian has recently participated in and hosted various fashion activities as a consultant for Jingdong fashion brand.

Before the seventh day of the seventh lunar month, Zhang Zetian photographed Chopin's jewelry for Jingdong. In April this year, Zhang Zetian hosted a private dinner in New York. The headlines given by the big media were "half American fashion circles".

Jingdong's tentacles also extended to London Fashion week to cooperate with British designer Mary Katrantzou and Chinese travel designer Zhang Shan Shan, and co hosted the cocktail party with BFC/Vogue designer fashion foundation.

At present, the debate on the right to speak is still hard to overcome.

But it is certain that in addition to the formal fashion week cooperation gimmick, the final decision is whether or not the two can provide the replacement resources.

How Chinese and foreign designers fall to the ground, how platforms can provide differentiated services, how to apply big data resources and other specific forms of cooperation will become more and more important.

In essence, behind the competition of fashion retailing is the competition of big data.

Apart from the common advantages of big data resources, Jingdong relies on powerful logistics storage hardware, and Tmall relies on more accurate user data analysis.

Tmall's greatest strength lies in its constantly improving data bank and the more precise consumer identification system Uni ID.

According to Liu Xiuyun, Alibaba is improving the methodology and product system of the global precision operation, that is, the new retail Uni marketing and Uni-operation that will be promoted in the near future.

She stressed that accurate data is not what people usually think of based on past historical consumer behavior and consumer data shopping recommendation, but by consumers in different scenarios of data intelligence analysis of consumer lifestyles.

The ultimate goal is to analyze and stratified the whole platform with users, so that consumers can see certain brands or fail to see certain brands.

Therefore, what Tmall does is not simply data analysis and recommendation process, but the intelligent result of business data combined with consumers' insight.

In addition, Tmall is also actively cooperating with the clothing brand cooperation with a large number of physical stores. In September 20th, Ningbo Pacific bird fashion dress Limited by Share Ltd and Alibaba's e-commerce platform Tmall, under the testimony of Taiping bird chairman Zhang Jiangping and Alibaba CEO Zhang Yong, reached the new zero sale strategic cooperation.

After achieving strategic cooperation, the two sides plan to carry out in-depth strategic cooperation in such fields as brand building, big data empowerment, consumer operation, and online and offline channel integration.

In the future, Taiping bird will join hands with Tmall to achieve online sales of over 10 billion by 2020.

Similar cooperation also includes Alibaba and Hai Lan's home, which has more than 5000 stores in China.

Although there is a gap in volume between Jingdong with a market value of $55 billion 500 million and Alibaba with a market value of $448 billion 500 million, Jingdong also smartly relies on capital strength to raise its own price in the fashion retail market.

Not long ago, the partnership established with Farfetch was a good move, laying the groundwork for further gaining the right to speak fashion.

The key step to invest in Farfetch is to make Jingdong's way into fashion.

In August 7th, Saint Laurent, a luxury brand of Kai Yun group, announced that it will enter the Chinese electricity supplier market through Farfetch invested by Jingdong. The brand promises that orders in three cities in Beijing, Shanghai and Hongkong can be delivered in 90 minutes.

To a certain extent, Jingdong is more similar to another overseas e-commerce giant, Amazon, which focuses on improving logistics experience.

Some analysts pointed out that in the future new retail environment, who can better get through the line and line can win the battle.

And after the initial battle of the original resource grab, the future will be about the new retail service intensive farming competition.

Of course, the industry is also happy to see competition. Publicly available data show that in the 2 quarter of this year, the market share of Tmall platform was 51.3%, and Jingdong was 32.9%.

In 2014, Jingdong's share was only 17.7%.

The online apparel market has yet to win in the future, but the only thing that is certain is that the electricity supplier is already reshaping the fashion apparel market, and traditional fashion retailers are facing challenges.

More interesting reports, please pay attention to the world clothing shoes and hats net.