Children's Clothing Brand Layout Subsidence Market Ali Fight More, There Must Be A War.

In May, many brands joined the brand to invest billions of subsidies, launched the 10000 breakdown of the bottom line of the industry price standards, to create ten thousand "million people" to achieve one hundred million people "open up", one hundred million brand order activities goals.

Activity data show that household appliances digital, daily chemical, maternal and child products have the highest rate of achievement.

Children's clothing under the mother and baby industry is also selling well, and many people in charge have also said: clothing bags are the main categories.

But the online distribution of children's wear has been dominated by Tmall, and nearly 90% of them are in Tmall.

As we all know, a lot of main markets and users are concentrated in cities with three or four or even lower lines.

The sinking market is being spelt out with Taobao, and the major brands of children's clothing are also actively laying down the market, so Ali and many spells must have a "one world war".

Active users spend more than Jingdong, Ali

In the year of 2018, the following markets began to spoil the market, adding more than 170 million active users.

According to the "insight market consumer online shopping trend insight 2019" released by Analysys, the coincidence rate between many users and Taobao users has been quite high. More than 72.4% users are also Taobao users.

In the 2018 earnings report, 13 billion 120 million of revenue and 418 million 500 thousand of the active buyers in 2018 were directed against the 636 million active buyers of the year.

It can be seen that the whole set of baby clothes can only be sold for 5.4 yuan, so that they can do much to occupy the market at a low price. The sinking market is so vast that every big business platform will lose its customers at all costs today.

Ali has always been a strong point in the field of children's wear. Jingdong and vip.com have not shaken Tmall's status as the largest platform for children's wear. Now Ali has turned the gun from Jingdong to many spells, while defending the sinking market and defending the "boss" status of children's wear.

Ali's counterattack: Taobao's "sale zone" on line

Over the past few months, Alibaba has been trying to integrate its three brands, including Juhuasuan, Amoy, snap up, and daily sale, and launched a direct sale of Taobao sales zones last month to launch a general attack on the market.

However, the sale area of Ali can not compete with many other companies. The price of Taobao in the same category is much higher. There are multiple factors in it.

First of all, it is different for many merchants to enter businesses and Taobao merchants.

At the beginning, most of the sellers who had just settled in most of them were selling at a loss at a loss of momentum, fighting for a platform bonus; and after years of development, Taobao has gradually become mature, and has made steady profits for many years, and even some have begun to make brand names. So few businesses are willing to sacrifice themselves at low prices to attract consumers.

Secondly, a lot of Taobao and different business models lead to price differences.

More often than not, operators usually come up with a category that allows businesses to bid for the price of resources.

And the sale area only set up a scoring model through technical means, so that a score will naturally be recommended. It is hard to see the open game between operators and operators in the operation group.

Under the upgrading of consumption, price is still a sensitive factor.

According to the survey of Yi Guan, with the sinking market becoming more mature, the sensitivity of sinking groups to prices has not dropped, but the index of concern for quality and quality has increased. Besides, credibility, logistics, services and other considerations also appear to be higher than that of second tier cities.

Children's clothing businesses want to build a long-term brand, we must ensure quality, a brand is word-of-mouth, quality and quality is the first element.

As for the choice of channels, whether it is many or Ali, suitable for their own is the best, the early harvest platform may receive dividends, earn a bowl full, but in the long run, quality is king.