Operation Analysis Of Textile And Apparel E-Commerce In 2019

In 2019, the textile industry persisted in deepening the structural reform of the supply side, continuously accelerating the transformation and upgrading, and striving to overcome the downward pressure and achieved a relatively stable development. With the development and maturity of e-commerce system in China, the rapid growth period of e-commerce in textile and garment industry has ended, and has entered a stage of rational development. The new mode, new format and new consumption are developing rapidly, and the process of industrial digitalization is speeding up. E-commerce continued to grow in the textile and garment industry in 2019. Six point six nine Trillion yuan, an increase year on year 12.06% 。

First, the development of e-commerce in 2019

(1) the volume of e-commerce transactions continues to grow, and the contribution rate of e-commerce to the industry continues to strengthen.

It is estimated that in 2019, the volume of e-commerce transactions in the textile and garment industry was Six point six nine Trillion yuan, an increase year on year 12.06% (Fig. 1). Among them, the volume of e-commerce transactions between textile and garment enterprises (B2B) is Four point nine zero Trillion yuan, apparel home textile network retail sales One point six seven Trillion yuan. The volume of e-commerce transactions continues to grow, the market scale is further expanded, the contribution rate of e-commerce to the industry has been continuously strengthened, the production efficiency of enterprises has been improved, the online trading mode has been optimized and innovated, and the e-commerce service system has been improving day by day, so as to further promote industrial transformation and upgrading.

Figure 12011-2019 trade volume of e-commerce in the industry

Source: China Textile Federation information and circulation branch

(two) stable development of e-commerce between enterprises (B2B)

In 2019, the volume of e-commerce transactions between textile and garment enterprises (B2B) was Four point nine zero Trillion yuan, an increase year on year 10.61% Which accounts for the volume of e-commerce transactions in the industry. 73.24% (Fig. 2). B2B e-commerce platform has continuously strengthened cooperation with industrial clusters and specialized markets, promoted professional and precise services, and enhanced the enthusiasm of enterprises in the application of e-commerce.

Figure 22011-2019 trade volume of B2B e-commerce in the industry

Source: China Textile Federation information and circulation branch

(three) apparel home textile network retail occupies an important position in online retailing.

In 2019, the retail sales of apparel home textiles were One point six seven Trillion yuan, an increase year on year 15.97% (Figure 3), which accounts for the total retail sales of physical commodities in China. 19.60% 。 In 2019, the number of 14 online retail platforms monitored by the Ministry of Commerce in major data was One thousand nine hundred and forty-six point nine Among them, clothing, shoes and hat shops account for 33.1% Number one.

Figure 32011-2019 retail sales of apparel home textiles

Source: China Textile Federation information and circulation branch

(four) the development of e-commerce in the specialized market accelerates the transformation of market digitalization.

It is estimated that in 2019, the volume of e-commerce transactions in the textile and garment market is One point four seven Trillion yuan, an increase year on year 8.89% (Figure 4), accounting for the volume of e-commerce transactions in the industry. 21.97% 。 The specialized market of textile and clothing should make use of modern information technology to bring the agglomeration effect of small and medium-sized enterprises into play, integrate the resources of industrial chain, such as R & D, manufacturing, quality inspection, brand operation, circulation channel, network platform, logistics and distribution, and gradually establish platform ecosystem.

Figure 42011-2019 e-commerce market in textile and garment market

Source: China Textile Federation information and circulation branch

The development characteristics of e-commerce in two and 2019

(1) the mode of live broadcast with goods is hot all year round.

In 2019, it was called the first year of live broadcast. At the beginning of 2019, Taobao's live Taobao broadcast live app, and the outstanding performance of the live broadcast red people represented by Li Jiaqi and Wei Ya received widespread attention. By the end of 2019, most of the e-commerce platforms with strong strength had already launched the live delivery mode, and the live broadcast goods had become an incremental market of 100 billion scale. The leading cluster, represented by Changshu Garment City, has continuously launched the "industry belt + live broadcast" mode to realize the deep integration of the cluster market and the live broadcasting products. In 2019, the sales volume of live events in Changshu clothing city was over 5 billion, and from the invitation of the external network red to the incubation incubation of the local brand red brand "Lao ban Niang", the mode application has been deepened.

(two) fast integration of short video and e-commerce

With the rapid rise of short video platform represented by jitter and fast hand, short video marketing has been developing rapidly, and short video has become a phenomenal event in the mobile Internet era in 2019. From marketing to transformation, from the net red belt to the merchants, the mainstream short video platform accelerates the process of electricity supplier, and leads the new transaction mode. The traditional e-commerce platform has begun to gradually transform, adding more short video content plates.

(three) centralization and de centralization complement each other in e-commerce.

With the gradual disappearance of traffic dividends, the continuous development of mobile Internet technology, the change of consumers' shopping habits and behaviors, the electronic platform of "de centralization" and "traffic flow" provides new channels for enterprises to reach consumers directly, and also provides powerful help for mobile social networking providers, and has become the choice of more and more textile and garment enterprises. The mode of e-commerce transaction has gradually evolved into a coexistence of two poles. One is the centralization of electricity providers represented by Tmall and Jingdong. The other is the "de centralization" of mobile providers, represented by WeChat applets and jitter. Under the development trend of "de centralization" electricity supplier, the "centralization" electricity supplier also continuously obtains the flow entry of other social platforms through cooperation and acquisition, and continuously innovating platform operation content to strengthen the stickiness of the brand and consumers in the platform.

(four) development of digitalized empowerment industry

In 2019, digital applications were further deepened in the industry. New retail formats such as unmanned supermarkets and unattended shelves were at the forefront of self-service consumption; 3D fitting system optimized shopping experience; intelligent image recognition system can achieve functions such as graph search and smart flower matching; cloud computing integrated human yard data, enriched user portrait, and accurately predicted consumer demand. Change. The digital transformation of the industry is developing from the simple change of sales channel, shop digitalization and so on to intelligent operation management, customization and personalized service.

Three, the development of e-commerce industry judgment

(1) online and offline integration will become the mainstream development mode of industry and enterprises.

The two channels, online and offline, have gradually developed into a state of mutual integration from the competitive state of the past, and will become an important means for many enterprises in the industry to seek survival and development. "Online consumption + offline experience" mode combines the advantages of two channels, online and offline. Online consumption is fast and free from geographic space constraints. Offline stores can make up for the lack of touch and experience on line, increase the conversion rate through offline experience, and attract consumers to return online to complete the purchase, providing consumers with multi touch and convenient multi scene shopping solutions. Case.

(two) "social interaction + content + business" mode has become a new breakthrough in the development of e-commerce.

In the past two years, the social service providers rely on the low traffic costs arising from the independent dissemination, and the electronic business platform of the social networking operation continues to increase. The content has become the necessary infrastructure for the electronic business platform. The traditional e-commerce platforms such as Taobao and Jingdong have strengthened the content ecology, and all kinds of new electronic business platforms rely more on original content and create new ones. Consumer demand. The combination of high quality content and social mode enables the creator and consumers to establish a trust link, bringing the high viscosity, high activity and high purchase conversion rate, which is the competitiveness of the future "social + content + e-commerce" mode.

(three) the sinking market has great potential and market opportunities.

With the gradual saturation of user consumption in the second tier cities, the user groups from three or four line cities to rural towns will become the new focus of the development of the e-business platform. Their disposable income is not necessarily lower than that of white-collar workers in big cities. The population is stable, the effect of word of mouth transmission is strong, and the potential for development is great. At the same time, the upgrading of consumption is not simply the upgrading of product prices, but the demand of consumers for more diversified products. In the Internet age, the individualized demand of consumers can be rapidly aggregated, forming a segmentation market. Each market segment will extend a strong consumer market and bring new market development opportunities.

(four) digital transformation promotes the development process of industrial Internet.

The process of industrial digitalization and interconnection has been accelerating, which has further promoted the transformation of China's consumer market from the consumer Internet to the industrial Internet. Driven by e-commerce, 5G, big data, cloud computing, artificial intelligence and other digital technology will accelerate the penetration and integration of the real economy; the open technology platform will continue to empower SMEs, and digital industrial clusters are accelerating; logistics, warehousing, supply chain management, electronic payment, information technology and other apparel e-commerce related service providers will also continuously upgrade themselves. The digital ability of the body and innovative solutions will form a more diversified development pattern.