This year, the amount of online shopping apparel transactions broke 400 billion yuan

This year, the amount of online shopping apparel transactions broke 400 billion yuan According to iResearch data, in 2012, the transaction volume of the overall online shopping market was 1,184.05 billion yuan, and the apparel online shopping market transaction volume was 318.88 billion yuan, accounting for 26.9% of the total, which was the largest category in the online shopping market.

E-commerce platforms obviously will not let go of great opportunities. Not long ago, Dangdang.com teamed up with numerous first-line apparel brands to hold new products for autumn and winter. This is the first time that e-commerce companies have tried offline conferences to launch new products. Some new products will be sold at a discount of 50%. Jingdong Mall has also promoted apparel items this year.

Online E-Commerce Wins Market A representative of a Guangzhou apparel manufacturing company once told Xin Express reporter that currently, garment companies are seeking cooperation with large platforms. Clothing line stores usually start at the last quarter two months in advance, and these new products are generally No discount, is the main source of profit for clothing stores, many can account for more than half of the profits of clothing stores, has become the last line of offline clothing store "hold."

When Dangdang.com teamed up with many clothing brands, it undoubtedly made the last line of clothing under the line begin to shake. Jingdong, as early as May last year, officially changed the brand direct sales channel to “garment city”. The brand-new on-line channels mainly promote fashion, footwear, and luggage accessory fashion items. This move is interpreted as Jingdong's expansion of the female user market and the Nuggets apparel market. As a big brother Tmall is a lot of clothing brands compete for the fragrance.

Jingdong Garment City, which has only been on the line for more than a month, announced that its apparel sales increased by 800% year-on-year. Although Dangdang.com claimed that "there will be no timetable for the production of clothing profits," CEO Li Guoqing publicly mentioned that he hopes that the performance of the clothing category can be "turned 5 times in 3 years."

Rapid growth in apparel Why do e-commerce companies aim at the apparel industry?

According to data released by the EnfoDesk Analytical Think Tank in the Quarterly Monitoring Report for China's B2C Market in the 2nd Quarter of 2013, in the second quarter of 2013, the scale of apparel transactions in the B2C market reached 49.41 billion yuan, accounting for 31% of the total B2C transaction volume, compared to 2012. In the same period, the growth rate was 130% and the growth rate was 19.6%.

From the point of view of Dangdang, relying solely on books to support profits has been difficult to sustain. In March of this year, Dangdang formally announced that the clothing category was the third major category besides books and mothers and babies. Dangdang Garment Co., Ltd. achieved a 10-fold increase in the previous year. In the second quarter of this year, clothing accounted for half of Dangdang’s sales.

At the beginning of September, Yu Tao, general manager of Tmall Clothing City, disclosed in a public occasion that in the first half of this year, Tmall apparel industry sales were nearly RMB 50 billion, and sales in the second half of the year were expected to account for more than 40% of the whole year.

Yang Qin, the data analyst and chief reporter of the world’s online business, took the data to show that the e-commerce is developing rapidly: “Last year, the penetration rate of apparel e-commerce in the entire apparel retail system has reached 20%, and department stores account for this type of business. It is also more than 20%. Department stores have been developing in China for several decades, but e-commerce has only developed for a few years. Under this trend, what will happen in five years? This is worth thinking about.”

In 2012, the overall growth rate of China's apparel industry was 17.7%. For the first time, it was below 20%. The sales volume of large-scale retail stores decreased significantly, reaching its lowest level since 1999, while China’s online shopping exceeded 1 trillion, and 247 million Internet users were online shopping crowds. Business grew by 66.4% in 2012, especially fast fashion, sports and casual wear.

Under-the-line clothing company's negative growth in performance "online prices are 10%-20% cheaper than offline, and the number of physical stores is accelerating." Said the representative of the garment manufacturer.

A preview report of the results of the 2013 interim report published by China International Capital Corporation shows that the growth rate of the mid-year performance of branded apparel is generally low, and even a large area of ​​pre-drop. It is worth mentioning that several well-known clothing companies in the country reported a decline in their interim results in the first half of this year. Among them, Metersbonwe reported lower performance of 48%, Youngor dropped 10%, Jiumu Wang, China Lilang, and Announcement of the Announcement of Birds fell by 13%, 21%, and 23%, respectively.

As for the poor performance of branded apparel, CICC's report analysis stated that it was mainly due to the weak retail sales of apparel terminals and the generally low confidence of franchisees. In the second half of the year, the industry outlook is still not optimistic. The report believes that due to the uncertainties in overseas demand, and the continued lack of confidence among franchisees, the company’s performance growth in the second half of the year may be slower than in the first half of the year.

Not only that clothing dealers are aiming at e-commerce channels, the tide of traditional store closings has also affected the performance of companies. Cooperation with e-commerce platforms to expand online channels has become a “life-saving straw” for apparel companies. Insiders said: "Clear inventory is still the main purpose of many clothing brand e-commerce channels."

In a interview with Xin Express reporter, Zhengluo consulting partner and vice president Lü Mouzhen pointed out that the cost of apparel companies entering traditional department stores is getting higher and higher, coupled with high costs such as promotion and management, companies are overwhelmed. E-commerce companies are less subject to the above factors, they can get the fastest spread, to achieve the maximum rate of expansion.

Catering to the surge of e-commerce, driven by online shopping platforms such as Taobao and Fanke, in recent years, apparel brands have established their own professional e-commerce operation teams and have “touched the net”, such as Li Ning, Jeanswest, Metersbonwe. , Annunciation birds, noble birds, etc., seven wolves, special steps and other shoes and apparel brand companies have also e-commerce upgrade to the business department, and the group chairman or vice president in charge directly.

At the same time, they are also faced with difficulties: how to coordinate the impact of the online price system on the offline channel price system, whether it is a self-built sales platform or an outsourced online shopping business, a money-laden e-commerce platform, etc. Traditional clothing companies without “doorways” encountered Waterloo when they “shocked”. Li Ning, the head of the e-commerce business, broke out, and reported that the e-commerce site, such as Annunciation, was still dismal. In this situation, traditional clothing companies began to seek e-commerce platform cooperation.

Analysys think tank analysis that, because of the convenience of logistics transportation, clothing category, gross profit higher than the 3C category, to attract large-scale B2C platform continue to enter, and through the open platform operating model to quickly expand the scale. In addition, the outstanding performance of Vipshop in the first-quarter market has attracted more competitors to enter the domestic market with brand sales. Dangdang and Vanke Eslite respectively went on-line in the tail exchange and special sale channel to create a clothing off-the-shelf market.

Trend clothing e-commerce is still in a period of high-speed development From the market structure, China's B2C apparel market is still the only big cat Tmall, accounting for 75.2% share, much higher than the second camp Vipshop, Tencent B2C and other companies. Dangdang’s outstanding performance in the second quarter led to the launch of the End Product Channel, which led to a 50% increase in the revenue of its clothing category and a 0.16% increase in the B2C apparel market share. Analysys think tank analysis believes that the core competitiveness of the brand sales model lies in the supplier's resources, and Weipin will rely on first-mover advantage to occupy certain advantages in supplier resources, but as more and more competitors join, this advantage will be Gradually weakened.

Rui Xin, a partner, said when interviewed by Xin Express, the reporter pointed out that through the advantages of open platforms, promoting the development of apparel categories is an important means to achieve scale growth, but in brands, businesses and consumer cognition and other aspects Still need further efforts and promotion.

The market demand of apparel e-commerce is still in a period of rapid development, and it will maintain rapid growth for a period of time in the future. Future apparel will continue to be an important category for the B2C market, and will also be the focus of platform-based e-commerce competition. At the same time, some clothing industry vertical e-commerce will gradually build its own market position through specialization.

With the further development of the industry, Jingdong, Dangdang and other platforms are further open. It is believed that the industry will usher in a new round of changes in the competitive landscape. The e-commerce giants such as JD.com and Dangdang will erode the market share of Taobao (Tmall). In the short term, it still cannot shake its leading position. Some excellent vertical e-commerce will also occupy their own position in the market.

China E-Commerce Research Center expects that in 2013, the online shopping apparel transaction volume will reach 407.61 billion yuan.

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