Looking At The Future Development Trend From Three Major Pain Points Of Clothing Online Shopping Market

Mcglaughlin and vip.com have been listed on the market, the rapid development of V+ shopping malls and other apparel platforms. The rise of online brands such as dream bazaar and Martha Maso has made the clothing network marketing market extremely boiling. Prosperity brings not only prosperity but also crowding. According to statistics, over the past year, large and small clothing e-commerce platforms have reached thousands. Faced with such a hot market, practitioners can not help asking, clothing online shopping market can tolerate so much. E-commerce platform What is the future trend?

In fact, in 2011, the Chinese apparel retail platform showed the pattern of "stronger Yu Qiang and weaker weaker". Apart from Taobao, other apparel online shopping platforms encountered challenges of large and small scale. They had three pain points: traffic, talent and category.

The traffic problem does not exist online. There are natural pedestrian flows along both sides of the street, but when the shop is just born, it is a "blind shop", and there is no sales without traffic.

The rise of Taobao in 2005~2007 is the era when China's Internet traffic is very cheap. As an important means of cash flow, the electricity supplier is unnoticed. For a long time, the cost of acquiring and buying a Taobao has not been more than 20 yuan. After that, there was a customer who used the "many people do not understand the tricks" to make brands and get traffic. In order to develop, van guest has made V+ apparel retail platform. At that time, although prices continued to boom, it was still acceptable. In 2011, with the influx of new players, the market became crowded. Jingdong's financing of expanding category is US $1 billion 500 million. We have won tens of millions of dollars in famous international venture capital KPCB investment. V+ has won $100 million from LIAN strategic source, and intime Department has invested tens of millions of dollars in line. Venture capital has brought prosperity and brought about a surge in traffic prices. Baidu, Sina, good 123, 360, Youku and other Internet eco enterprises have risen in turn, and Focus Media's share price has also risen 1 times by the electricity supplier's Dongfeng. At this point, traffic has risen to 150 yuan ~180 yuan for a registered user. This means that the new platform must get more than 150 yuan profit from each user's shopping in order to maintain the flow rate.

Beyond the flow, it is the pain of talent. In 2011, the electricity suppliers became more and more expensive and more impetuous. A young person who has worked for a year after graduation has a high price. High ranking people such as directors and project leaders are more expensive.

In addition, there is also the pain of category. In order to obtain the value of squeezing traffic, and through the supplier account to ease the financial pressure, the major e-commerce websites are expanding the category, which means homogenization competition, also means price war. How hard it is for the new platform to find a category with high gross margin and high repeat purchase rate. Clothing naturally became the target of public criticism. Everyone wanted to dig gold here, and the result was a rich shovel.

At the same time, China online shopping The total retail sales of consumer goods accounted for less than 5%, compared with about 8% of the United States, the market still has broad room for development. The author believes that opportunities for online retail platforms still exist. Even if you can't do the best, making a differentiated small brand mall is enough to become an excellent company. The reason is that a large number of clothing products are limited to the limited network platform, so the products will gradually become homogenized, and the experience of online shopping consumers is increasing day by day, and their eyes are becoming more and more critical. Online shoppers begin to pay more attention to the perceptual benefits of product use, not just functional requirements, but network brands can meet this demand. So there are three new brand forms: Amoy brands, B2C independent brands and traditional brands create special brands for the Internet. Amoy brand refers to the brand that grows from Taobao platform, such as seven grid. B2C's own brand includes the newly emerged Taobao's initial engraving, NOP and so on. Traditional brands are specially built for the Internet, such as AMPM, etc.

Because clothing products are personalized products, brand concentration is relatively low, and the market is amazing. Therefore, the clothing retail industry can accommodate a large number of brands. The positioning and style of each brand will have a certain market in their respective subdivision areas, which will bring opportunities to the online brand platform.

take Online apparel brand In terms of market positioning, differentiation and personality characteristics, we should make a user based segmentation. First, we should take a leading position in a certain area or in a certain group of people, in a certain product characteristics, in a certain psychological needs, and then attract other brands of the same kind. It is a platform for JACK&JONES, fashion ladies, Only, YISHION and Pathfinder to be installed in a shopping mall. It is another platform to install underwear brand CK and G2000 in a shopping mall. The electricity supplier needs this new platform, has the sense of quality, has the strong consumer user, has the flow, has the talented person, but must emphasize that only has the strong capital, the strong resources, the strong knowledge, the strong operation "four strong" team can achieve.