In recent years, e-commerce has maintained a momentum of rapid development. It has undoubtedly brought tremendous challenges to the development of the traditional clothing industry. In 2012, it was widely heard that the traditional retail sales have been declining significantly, the inventory of inventory has collapsed, and stores have collapsed. Rumors... Become an urgent topic for the entity operators.
It is rumored that the apparel industry under the impact of domestic e-commerce has entered the "winter" period with the rapid development of e-commerce in China. For traditional industry channel distribution model - clothing store operators, it is necessary to profoundly reflect on its inherent business model. Compared with the traditional business model, e-commerce has enabled consumers to diversify their shopping without leaving home, and rationally browses products with relatively high cost-effectiveness and is purchased at a price lower than that of physical stores. This undoubtedly gives the traditional retail industry The operator hit a blow.
According to the data from the China Electronic Commerce Research Center, by the end of 2012, the transaction size of China’s e-commerce market reached 7.85 trillion yuan, an increase of 30.83% year-on-year; the online retail market transaction volume reached 1,320.5 billion yuan, an increase of 64.7% year-on-year; among them, the e-commerce market Among the total transactions, apparel industry accounted for the highest proportion, reaching about 20%, which is much higher than the share of medical medicine, food and sugar, and digital home appliances.
Behind these figures is the threat faced by the traditional clothing industry. The financial report said that in 2012, the sales performance of China's physical clothing stores was 190 billion yuan, a 15% drop compared to 2011, far behind the total transaction volume of 305 billion yuan in online shopping apparel; 10,000, the traditional clothing industry entered the "winter."
Under the aggressive offensive of e-commerce, the clothing retail of rumors channel ushered in the "winter" period. Why can the prince password men's brand still maintain steady growth in performance? How is this done?
Ten years of grinding a sword, the domestic domestic fashion brand "Prince password" interpretation of the trend of men's "one-stop shopping" retail model
Mr. Dai Boyi, Senior Operations Director of Garment Industry, analyzed: “In the era of e-commerce, the apparel industry is not without development. With its accurate brand positioning and market segmentation, the interaction between consumers and goods is enhanced in the physical retail sector and terminal services are To refine, this is an advantage that e-commerce does not have.In the brand attributes, the prince password clothing has always been the main trend of the fashion line, accurate positioning in the 16-25-year-old group of young people, seizing the preferences of young consumers, Followed the market demand.
Secondly, through the development of more than ten years, the prince code has a relatively complete product structure and a unique style, emphasizing the standard of “Super Buyer + Fast Fashion Product Operationâ€. This is an important supporting force. Only by doing a good job of brand positioning and product operation standards, the traditional clothing industry is fully capable of employing the United States with e-commerce.
In particular, the prince cipher has realized the concept of “one-stop shopping for fashionable men's clothing†in the retail environment of the terminal. It combines all kinds of fashionable clothing and clothing, allowing consumers to find the most desirable products. The interaction between the products and the quality of the terminal services at the same time are the advantages of the traditional retail.
Although the physical clothing industry as a whole faced with the impact of e-commerce, and its own transaction volume decreased, inventories, with these advantages, any traditional retail clothing brand will develop.
E-commerce is a trend, but it will not become mainstream, and there will never be more than 50% of “courier†vehicles on the streets.
We have seen such a set of data in the news. “In the UK where e-commerce is developed, the proportion of retail sales only accounts for 17%, while for developing China, this figure is less than 7%. Of course, electronic morning has its own The defects, such as the quality problems of common consumer complaints, integrity issues, goods distribution issues, and after-sales service issues, still leave many consumers with a wait-and-see attitude. Each has its own advantages and disadvantages, so the prospects for the development of physical clothing stores remain It is optimistic.
In the face of the impact of e-commerce, the physical clothing industry must establish a target market segmentation and product image style positioning in order to find a way out; in order to seize the attention of passers-by, it requires a very personalized physical store, in order to stimulate consumption The purchaser’s desire to purchase must be beautifully displayed. As a clothing store operator, as long as you master these, manage with your heart, and have the strength, you will get out of the predicament and resist the impact of e-commerce.
According to the data from the China Electronic Commerce Research Center, by the end of 2012, the transaction size of China’s e-commerce market reached 7.85 trillion yuan, an increase of 30.83% year-on-year; the online retail market transaction volume reached 1,320.5 billion yuan, an increase of 64.7% year-on-year; among them, the e-commerce market Among the total transactions, apparel industry accounted for the highest proportion, reaching about 20%, which is much higher than the share of medical medicine, food and sugar, and digital home appliances.
Behind these figures is the threat faced by the traditional clothing industry. The financial report said that in 2012, the sales performance of China's physical clothing stores was 190 billion yuan, a 15% drop compared to 2011, far behind the total transaction volume of 305 billion yuan in online shopping apparel; 10,000, the traditional clothing industry entered the "winter."
Under the aggressive offensive of e-commerce, the clothing retail of rumors channel ushered in the "winter" period. Why can the prince password men's brand still maintain steady growth in performance? How is this done?
Ten years of grinding a sword, the domestic domestic fashion brand "Prince password" interpretation of the trend of men's "one-stop shopping" retail model
Mr. Dai Boyi, Senior Operations Director of Garment Industry, analyzed: “In the era of e-commerce, the apparel industry is not without development. With its accurate brand positioning and market segmentation, the interaction between consumers and goods is enhanced in the physical retail sector and terminal services are To refine, this is an advantage that e-commerce does not have.In the brand attributes, the prince password clothing has always been the main trend of the fashion line, accurate positioning in the 16-25-year-old group of young people, seizing the preferences of young consumers, Followed the market demand.
Secondly, through the development of more than ten years, the prince code has a relatively complete product structure and a unique style, emphasizing the standard of “Super Buyer + Fast Fashion Product Operationâ€. This is an important supporting force. Only by doing a good job of brand positioning and product operation standards, the traditional clothing industry is fully capable of employing the United States with e-commerce.
In particular, the prince cipher has realized the concept of “one-stop shopping for fashionable men's clothing†in the retail environment of the terminal. It combines all kinds of fashionable clothing and clothing, allowing consumers to find the most desirable products. The interaction between the products and the quality of the terminal services at the same time are the advantages of the traditional retail.
Although the physical clothing industry as a whole faced with the impact of e-commerce, and its own transaction volume decreased, inventories, with these advantages, any traditional retail clothing brand will develop.
E-commerce is a trend, but it will not become mainstream, and there will never be more than 50% of “courier†vehicles on the streets.
We have seen such a set of data in the news. “In the UK where e-commerce is developed, the proportion of retail sales only accounts for 17%, while for developing China, this figure is less than 7%. Of course, electronic morning has its own The defects, such as the quality problems of common consumer complaints, integrity issues, goods distribution issues, and after-sales service issues, still leave many consumers with a wait-and-see attitude. Each has its own advantages and disadvantages, so the prospects for the development of physical clothing stores remain It is optimistic.
In the face of the impact of e-commerce, the physical clothing industry must establish a target market segmentation and product image style positioning in order to find a way out; in order to seize the attention of passers-by, it requires a very personalized physical store, in order to stimulate consumption The purchaser’s desire to purchase must be beautifully displayed. As a clothing store operator, as long as you master these, manage with your heart, and have the strength, you will get out of the predicament and resist the impact of e-commerce.
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