The Clothing Market Is Becoming Mature And The Trend Of Branding Is Obvious.

It is reported that the clothing industry as the earliest category of e-commerce, with the rapid rise of electricity providers in China, and the new mode, new technology, new Internet trend closely integrated, has become the pioneer of traditional industries to the Internet pformation.

In 2016, at Tmall's "double 11" party, "goddess" Lin Chiling gave her windbreaker to the netizens, and it was miraculously thrown directly into the cell phone. In this step, AR real enhancement technology was adopted. Every user clicks and grabs clothes and the exact time will be recorded by the server. Finally, it will be put on the lottery.

Whether the traditional clothing brand is born out of the Internet's "Amoy brand", the "double 11" has become the most marketing stage that can not be missed every year. This year's "double 11", Yin man's life in the left and the first language three brands crossed the border with Disney's IP, and made a series of princess costumes with the help of snow white and the beauty and the beast. Mark Ed Faye fully upgraded the whole channel strategy and launched a series of entertainment marketing gameplay. This year, Tmall's "double 11" also introduced many international brands, and the luxury brand Burberry also participated for the first time.

Below, the world clothing shoes and hat net Xiaobian take you to understand the details.

Clothing business enters maturity

It can be seen in many ways.

It has penetrated into the clothing industry in all forms.

In the current clothing business market, in addition to Taobao, Tmall, Jingdong, vip.com and other comprehensive electricity providers, the State Grid, Masa Marceau, dream bazaar, van gesso and other vertical clothing electricity providers also occupy a certain market share, and from the operation mode, there are Universo, damask clothing, red collar group, clothing and other O2O electric business, and Korean brand clothing, Yin man, split silk, seven grid and other Amoy brands, and reverse custom C2M electric quantity goods, the necessary mall is also emerging.

As the largest subdivision of electricity suppliers, clothing business has been on the rise in recent years.

From 2014 to 2015, the development speed was steady and entered the "maturity stage".

With the further improvement of the garment industry environment, enterprises have further strengthened the ability to carry out e-commerce with regard to brand development and efficiency enhancement.

It is understood that the growth rate of clothing online shopping pactions in 2016 has not been significantly accelerated compared with previous years, but there has been a slowdown.

In 2015, apparel online retail online and offline integration and integration, clothing business to accelerate the development of offline stores, traditional clothing enterprises to increase the "throwing money" investment online, consumer pformation and upgrading, all promote the steady development of clothing business.

Amoy brands are now worried.

The trend of brand marketing in the online retail market is obvious. The online shopping preferences of Internet users are becoming more mature. Consumption promotion and social pformation will bring many blind spots and new business opportunities to apparel home textiles while promoting the pformation of retail business mode. In the process of pformation, the clothing business providers also show several characteristics.

B2B clothing e-commerce has occupied a leading position and shifted from PC to mobile terminal.

Through the convenience, fragmentation, personalization, intelligence and other characteristics of the expansion of applications, textile and apparel there are several B2B trading combination point.

It plays a role in it, such as the launch of corporate pledged loans and financial products, and with the rapid rise of cross-border electricity providers in China, cross border clothing business will become a blue ocean in the field of textile and clothing B2B.

Clothing has a very obvious end of the season, the first and fourth quarter of the year is the peak season for sales, the second, third quarter is the off-season, so is clothing electric business. Every year, "double 11" promotes the online sale of clothing very obviously.

In addition, sales of mobile terminals in the apparel industry are growing rapidly. Since 2015, mobile terminals have accounted for more than half of the total industry sales.

At the same time, the mobile social networking platform represented by pocket micro shop, micro Meng shop and micro sale has sprung up in recent years.

Mobile social networking platform is favored by the capital. It has a deep understanding of the Internet, a complete product system and rich experience in Internet marketing, while the distribution channel ensures zero inventory, while effectively gathering traffic and promoting the pformation and purchase, leading the development direction of the industry.

Inventory backlog is hard to eradicate.

As the most mature online business,

Is also facing the impact of change, the rapid development of clothing electricity providers also exposed some problems.

First of all, after thirty years of development in product design, production, sales, brand, operation and so on, the garment enterprises have already been quite mature in terms of the whole process, talents and resources. Therefore, brand replication is quite easy. The homogeneous products of similar brands occupy the market and compete for the rapid entry into the Red Sea from the blue ocean, prompting a serious decline in the profitability of the garment enterprises.

Secondly, category expansion is a problem that every e-commerce website will encounter, and the expansion of category is not a simple matter. It is even related to the survival of the electronic business platform.

Van customer's early expansion has pushed himself to the "abyss". Since then, he has not cut down the category. Until April 2016, the inventory problem of over $10 billion and nearly 2 billion yuan was solved.

Blindly expanding the category will not only make old customers at a loss, nor can new visitors find the products they need.

In addition, in the past two years, the global economy continues to slump, the export of garment industry is declining, and the domestic consumer market is cold.

In this context, clothing companies are looking for ways out, such as discount sales promotion, increasing e-commerce channels, and switching to two or three tier cities.

But to fundamentally solve the inventory problem of clothing industry, we should start with the source of inventory supply chain, and maximize the "prevention" of inventory.

More interesting reports, please pay attention to the world clothing shoes and hats net.