Distribution Of Apparel Industry To Marketing In Online Shopping Market

Clothing is our country

The first commodity category, price advantage and channel advantage are fatal attraction.

In 2011, China's clothing accounted for about 27% of the total size of the online shopping market, of which women's clothing and men's clothing accounted for 41% and 15% of the online shopping scale respectively, and the top 2. Home textile, footwear, children's wear, outdoor wear and casual wear market space expanded, footwear accounted for about 13%, mother and baby children's clothing was about 6%.

We believe that the fundamental problem of online shopping is the demand and the availability of channels. The rapid growth of the apparel online shopping market depends on its low price advantage and efficient channel advantage compared with offline stores. The future brand value recognition and service quality improvement are the focus of development.

Analysis of the survival environment of clothing brand operators:

Compared with platform operators, brand operators are relatively "profitable".

The emergence of all types of retail platform operators such as Jingdong mall and No. 1 store is almost a complete replacement for offline retailers. However, according to the conclusion of our trade and retail industry on the well-known platform operators at home and abroad, domestic retail outlets are mostly at a loss in the condition of low gross margin and high cost.

We believe that the rise of the platform business has given the brand new bearer channel. From the profit point of view, although the current network sales mainly lead to the low level of gross profit margin, mainly due to the over seasonal inventory, the cost of brand logistics, R & D, marketing and so on is much smaller than that of the platform, so there is a certain profit margin.

The impact of e-commerce on traditional enterprises in different sub sectors:

Online shopping for business

The impact of high-end women's clothing and high-end home textiles is small, and it has a great impact on less ladies' clothing, children's wear, medium and low grade home textiles and casual wear.

According to the theory of "consumer involvement", we believe that consumers' "high involvement" means a high degree of concern for factors such as commodity attributes, marketing environment and so on. The network gives consumers the convenience of "goods to three", so the impact of e-commerce on traditional brands under the line is high involvement products, low involvement products.

(1) consumer behavior contrast: male consumption is more "rational consumption", the "low involvement" of goods causes the impact of the electricity supplier on the men's clothing line is relatively small; women are more "emotional consumption", and the "high involvement" of the goods causes the electricity supplier's impact on the women's wear line is relatively large.

(2) comparison of product attributes: Children's clothing, medium and low grade home textiles and casual wear belong to "high involvement" commodities, which are greatly influenced by online shopping. Although outdoor products are highly involved, consumers have a large brand stickiness for the traditional and offline businesses with high quality and high reputation, and the impact of e-commerce is relatively small.