Here world clothing shoes Xiaobian hat net to introduce the user experience into the clothing business competition key enterprises have tested water O2O.

The online shopping market continues to expand its category in order to meet users' increasingly extensive demand. Shoes and Hats Class is high. According to the monitoring data of China Electronic Commerce Research Center, in 2013, the scale of China's apparel online shopping market is expected to reach 434 billion 900 million yuan, up 42.6% from 305 billion yuan in 2012, accounting for 23.1% of the total online shopping market. In 2013, the penetration rate of clothing industry reached 21.7%, up 5.8% from 2012.

The decisive battle point of clothing business in 2013 has shifted from cleaning up inventory to user experience. Sun Luqian, an analyst with the China Electronic Commerce Research Center, believes that the O2O mode will play a key role in the competition of the electricity supplier than the traditional mode of "online consumption" by the traditional electricity supplier.

The China Electronic Commerce Research Center released the "2013 China clothing e-commerce operation report". The report focuses on the monitoring of the sales situation of Taobao, Tmall, Jingdong, Dangdang, and other e-commerce platforms such as Korea's clothes house, Yin man, Ru Bo, Mei bang and Semir.

　 　 Clothing and shoes Category online shopping into electricity supplier enterprises must compete for market

In 2013, the highest proportion of sales in China's online shopping market was clothing shoes and hats, and the purchase rate of users was 76.3%. The China Electronic Commerce Research Center predicts that the online shopping rate of clothing and footwear categories will exceed 80% in 2014. The demand for clothing and footwear products is high, and the rate of repeat purchase is high. It is the category market that the electricity suppliers compete for the most potential users.

According to the China Electronic Commerce Research Center, the overall scale of China's clothing online shopping market will reach 615 billion 300 million yuan in 2014, an increase of 41.5% over the same period last year, accounting for 22.1% of the scale of the nationwide online shopping market.

Survey data show that in 2013, the clothing consumer prices in China rose by 2.4% over the same period last year, and the growth rate dropped by 0.9% compared with 2012. The sales price of clothing products in key large retail enterprises increased 2.9%, up 7.1% compared with 2012.

Sun Luqian said that the sales price of clothing products in major retail enterprises in the country rose at the lowest level in nearly three years, and even in individual months. This is closely related to the intensity and frequency of sales promotion in retail enterprises.

In addition, in 2013, the retail sales of clothing commodities above the limit increased by 11.5% over the same period last year. The growth rate was 13.6 and 6.2 percentage points lower than that in 2011 and 2012 respectively, the lowest since 2003.

Sun Luqian believes that the growth rate of clothing market sales has not significantly accelerated compared with previous years, but showed a sustained slowdown in the past three years.

　 Clothing electricity supplier test water O2O pay attention to user experience

If the clothing brand in 2012 focused on cleaning up inventory by electronic business, then the key point of 2013's clothing business is the user experience.

Recently, data show that consumers who choose online shopping because of low prices are only 48%, and this proportion is still declining. Sun Luqian said: "in the past, low price is an important factor to encourage consumers to enjoy the pleasure of consumption. Therefore, the traditional clothing brand enterprises use electronic business platform to clear inventory, which is also consistent with the logic of" low price = electricity consumer experience ", but the force of price factors is weakening now.

In 2013, during the "double 11" period, in order to enhance user experience, Tmall made a big fuss about logistics. Through the application of big data products, we coordinated the logistics system and strength of the whole society to solve the logistics problem. In addition to upgrading the consumption experience in logistics, it emphasizes that the O2O mode of "shop to experience consumption" is also a powerful tool for 2013 consumer experience in clothing business.

Sun Luqian said that compared with the traditional mode of "online consumption" of traditional electricity providers, O2O can promote mutually beneficial cooperation between online and offline businesses, especially for clothing brands that have hundreds of stores across the country. O2O The mode will undoubtedly play a key role.