Clothing E-Commerce: Traditional And Emerging Docking

"Either e-commerce or business."

This is five years ago.

Mcglaughlin is listed on the market; the customer borrows the "body" upper; the new enterprises such as the first moment, the Martha Marceau, the Wei cotton and so on emerge in endlessly; even the online shopping center Jingdong mall and Dangdang network also take the clothing as the most important force target in the future, and clothing becomes the first major segment of electronic commerce.

The market performance shows everything: according to the data collection and Analysis Institute Yi think tank published in the second quarter of 2011 China online retail market quarterly monitoring data show, the second quarter of 2011, China Network

"Internet channels can boost sales of clothing products, accelerate the market share of online direct selling, and further enhance the traditional market brand influence and catalyze the overall market share", said Cao Lei, director of the China Electronic Commerce Research Center. At the same time, "at present, the clothing retailer Qu Daocheng is still at a high level, such as fan and so on, using the OEM business mode to conduct direct marketing, which can reduce the direct selling mode of the intermediate channel and reduce the cost of the channel."

At the same time, influenced by the financial crisis, many garment enterprises hope to develop the domestic market through e-commerce, and the development of e-commerce has already had a considerable scale. The traditional brand clothing enterprises are also paying attention to e-commerce channels.

What follows is the massive entry of capital into clothing e-commerce.

A traditional industry, an industry, clothing and e-commerce seem to be a bit far away, but over the past few years, there has been some natural agreement between the combination of "mouse and cement".

But is this fit perfectly seamless?

"The e-commerce market has been particularly hot lately, but this kind of fire is not, in my view, an exuberant growth in the demand market."

Yang Dayun, President of UTA Fashion Management Group, said.

In fact, the development of e-commerce is first of all, a blank point of market demand.

"The growth of electronic commerce does not stimulate domestic demand, and the upsurge of e-commerce is the result of capital boosting."

Yang Dayun said.

However, the nature of capital is to chase profits, and capital is often in a stormy way when entering a new field. But when the growth of this field tends to be saturated and stable, and after the capital gets the maximum benefit, it will leave without hesitation. "The bubble of e-commerce is blowing up with the effect of capital."

For emerging clothing business, this is a problem that needs attention.

However, traditional clothing enterprises are involved in e-commerce and have their own perplexity.

So far, in the field of e-commerce, the success of traditional clothing enterprises can be said to be rare.

"This is due to different ways of thinking."

Yang Dayun said.

More successful cases, such as customers, Taobao, etc., are all "outsiders" in the clothing industry.

In the field of e-commerce, people who do Internet technology are more successful than those who make clothes, because they know better how to build a platform in the network language and way to find the target audience.

Traditional clothing enterprises first base themselves on their products, including channels, and so on. Their way of thinking is to sell more products through the Internet on the existing basis.

As a result, e-commerce departments of enterprises have become stock dumping departments, and it is difficult to establish their own e-commerce brand.

In any case, clothing network channels will continue.

Under such a background, mode segmentation will become the next stop of clothing e-commerce.

"After a period of operation, we have seen small profits."

Wang Chunhuan, vice president of VIC, said at the third China clothing e-commerce summit held not long ago.

He said social networking is the way to go in the future.

"Social e-commerce is a breakthrough compared with traditional advertising and micro-blog marketing mode."

Chen Shousong, an analyst with Analysys International, said that it has the advantages of low cost and strong relationship chain among recommending users. Compared with the current electricity supplier's money burning in advertising, it can be described as "cheap and fine."

In fact, the marketing mode of social e-commerce has already taken shape as early as two years ago.

With the diversified development of social networking and the subsequent testing of fans such as fans, the marketing mode of social business shows business opportunities.

Integrating social attributes such as "friend sharing" is designed to help sellers enhance user stickiness.

B2C, a vertical Footwear Company, is also interested in social e-commerce. In May, the company announced a 100 million yuan "micro rebate" project, which divided users into 10%.

Le Tao market department staff revealed that the mode of revenue is good, even better than the traditional advertising price ratio.

In addition to the expansion of marketing mode, the number of users is also a hard target for e-commerce to become bigger and bigger. Compared with the PC users in the competitive Red Sea, the mobile market has great potential.

According to the recent data released by the consulting firm, the number of online shoppers in China in 2010 was 185 million, while the number of mobile Internet users reached 303 million.

It is said that at present, all customers, Mcglaughlin and others have laid the mobile client.

According to the data of China Electronic Commerce Research Center, the scale of physical pactions in China's mobile e-commerce reached 2 billion 600 million yuan in 2010, an increase of 370% over the same period last year.

At the same time, AI consulting also predicts that in 2012, China's mobile e-commerce users will be close to 250 million.

Analysts predict that mobile e-business users will soon surpass PC Internet users.

Sun Yanhua, vice president of today's capital, said the future.

Maybe every enterprise wants to become apple and Microsoft in the clothing electricity supplier industry, but some practitioners point out that the reason why so many enterprises enter is the strong tolerance and aesthetic difference of the garment industry.

Clothing B2C can form an environment that accommodates many brands, and there will not be a unique situation.

Traditional brands and new Internet brands have their own users, and there will be overlapping and overlapping of users.

This characteristic makes clothing e-commerce also have considerable living space in the fierce competition.