The Clothing Industry "Touches The Net" Hot &Nbsp; 500 Billion Online Shopping Consumption, Clothing Trade Three Points.

On the 10 day of the third China clothing e-commerce summit held in Hangzhou, the reporter learned that the collective "touches" of the garment industry has become a typical example of upgrading traditional manufacturing industry through e-commerce.

According to the survey report of Zheng Wang Consulting Co. Ltd., online shopping in China continued to develop rapidly in 2010. The annual online shopping scale was nearly 500 billion yuan, accounting for 3.2% of the total retail sales of social goods in the country, of which clothing consumption amounted to 162 billion yuan, accounting for 1/3 of total Internet consumption.

At the summit, in addition to Taobao, fan Kai Cheng, and a number of emerging e-commerce leaders, sharing the experience of e-commerce business, more and more BELLE, Lining, Taiping bird clothing, Metersbonwe and a large number of "come to learn" garment manufacturing enterprises responsible figure.

"Traditional clothing manufacturers"

Example "stimulation"

"In the first quarter of this year, we are still growing at a speed of three or four times the same period last year."

In today's

Vant in 2007 is still a starving "baby". It has been more than 3 years ago. It has been a popular "fast fashion" representative brand in more than 20 cities, with sales of 2 billion yuan last year.

The success of fan's sincerity is no doubt a stimulus to traditional garment manufacturers.

In the face of the rapid growth of the first quarter of this year, Wang Chunhuan himself also sighs with an incredible tone. Today's customers are "pushed away by electronic commerce". At such a speed, he believes in the future.

Unbelievable, there is also the rapid development of Ningbo hehe Jecca e-commerce company.

In August last year, Taobao mall just settled in, and sales in April this year exceeded 14 million yuan.

Li Shujun, general manager, said with confidence that the monthly sales exceeded 40 million yuan by November.

The development momentum of Jingdong mall is also swift and violent.

The Jingdong mall, which has just completed its third round of financing recently, continues its low price rapid expansion in the controversy and peer's "crusade", and the market value has reached 10 billion yuan.

No matter how loud the doubt is, the new Internet player who deconstructs the traditional brand sales channel mode has already welcomed the competition of venture capital funds. It is an indisputable fact that the frequency of monthly financing is basically maintained.

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As one of the VC companies in Jingdong mall, Sun Yanhua, vice president of investment today, is still proud of choosing a fast growing company such as Jingdong.

He analyzed that the success of Jingdong mall lies in the vitality of its business model, that is, with the help of building e-commerce platform, the value chain can be shortened to the maximum extent and the efficiency of commodity circulation can be improved.

Sun Yanhua also revealed that mining new talent from the "touches" of traditional enterprises will be one of their key investment directions in the future.

New driving force

In the face of such a pursuit of soldiers, even the boss of women's shoes like BELLE can't sit still, announcing that it will officially announce its e-commerce layout plan in July and August this year.

Although BELLE's annual report in 2010 showed that its profits still maintained a 35% growth rate, but as the leading lady of women's shoes, the number of self operated retail outlets in the mainland of China reaching 1.19 000 BELLE was expected to slow down in the future.

E-commerce in BELLE, in the eyes of some analysts, is nothing more than a "life-saving straw" to boost the new market and safeguard the dominance of women's shoes.

Before BELLE, Lining, Taiping bird clothing, Metersbonwe and other enterprises have also set up their own e-commerce operation company to meet the challenge from the rookie of the Internet.

The "touch net" of traditional clothing brand is obviously not new. However, as BELLE and Metersbonwe face up to the potential of e-commerce development today, it is just beginning to deploy it as an important strategy in the company's brand operation.

At the beginning of the listing, Zhou Chengjian, chairman of the US group, is still ambitious, preparing to use 1 billion 300 million of the total funds to be used for sales channels, especially for large-scale stores.

That was the decision of 2008, when the scale of e-commerce was far from what we can imagine now.

At that time, when Zhou Chengjian was asked about the impact of the Internet, he still confidently said: "I believe that the experiential selling of clothing is also a way of life, and the market consumer groups of both are completely differentiated."

However, the general trend.

Last December, the US bond group issued a notice saying that due to the impact of investors' investment flows and real estate development strategy adjustment, the development trend of commercial real estate market in the near future is uncertain.

Also at the end of last year, a shopping platform designed to promote e-commerce was officially launched, and Zhou Chengjian called it "air force", and the future US state wanted to "enter the air force".

Weng Jianghong, who came to the summit, was the general manager of Pacific magic fashion dress Co., Ltd., which is responsible for Internet marketing of Taiping bird's clothing.

"We didn't pay enough attention to it before. We started building e-commerce platform as an important thing from the end of last year."

Weng Jiang Hong said that Internet sales now account for only about 3% of the sales of Taiping bird clothing, but it is expected to be very good: "in 2015, the proportion of Internet sales is expected to reach 30%, and sales volume is about 1 billion 500 million yuan."

In the view of Lv Bowang, President of Zheng Wang Consulting Co. Ltd., it is estimated that the size of clothing online shopping will reach 320 billion yuan this year, and the "cake" will double.

But the traditional clothing brand's "touting net" fever has just started the engine of traditional enterprises to force e-commerce.

Lv Bowang said that from clothing, digital products, daily necessities, home, and even to the penetration of building materials and automobiles, the large-scale manufacturing of large-scale "touches" will become the main driving force for the future development of e-commerce.

Notes: what is the courage to "rise on the ground"?

Xia Fei

From today's "small children", regarded as the pricing mechanism of the trouble market, to become the "model" of traditional manufacturing enterprises scrambling for learning and learning, the development momentum of today's Internet enterprises is still swift and violent.

The Internet still has many "gameplay", and one of the common points with traditional marketing is that the quality of service can not be ignored.

In fact, from the beginning of creation, the killer of all customers is to "mix" the dual advantages of traditional market operation and e-commerce: low price civilians, and at the same time, committed to pform the disadvantages of e-commerce accompanied by low price.

This "bring in" has made everyone a guest, so that so many brands of "big guys" at today's summit are willing to be "students" sitting on the stage to listen to the "new class" who has only 3 years of development history.

The mode of construction and operation of e-business is what the traditional manufacturing enterprises in the classroom need to learn. Besides those outside the classroom, these Internet newcomer are more worthy of learning from traditional manufacturing enterprises.

Lv Bowang used a word to describe the profound influence of today's e-commerce on traditional manufacturing: "dissolving agent".

One of the secrets of the rapid development of e-commerce is that it eliminates the cost of expensive shopping malls, eliminates the cost of intermediaries' circulation, shortens the value chain, and reconstructs the marketing system and pricing mechanism.

This is an innovative courage to dare to rise on the ground.

The reason why it is called "courage" is that this kind of innovation was not smooth sailing at the beginning of the development.

For example, the sale of low-priced digital products at the Jingdong mall began to encounter their "crusade" because of the scrambling of the regular sales distribution system of the major brands, which also made Jingdong's purchase channel become a very big problem.

However, the right to occupy market discourse is king.

With the help of traditional channels, which can not be completed in one month, the Jingdong can sell out overnight. The sale results of Jingdong online platform finally let brands see each other.

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Apart from the courage to innovate, these Internet rookies still have a spirit of self denial.

Because too young, there is no Internet company dare to speak lightly of success, they themselves are constantly exploring.