Another window of clothing

In fact, these concerns are also normal. For now, in 2013, Clothing business The scale of the market reached 434 billion 900 million yuan, up 42.6% from 305 billion yuan in 2012, accounting for 23% of the total online shopping market. It is estimated that the size of the clothing online shopping market in 2014 will reach 615 billion 300 million yuan, up 41.5% over the same period last year. From the perspective of market share, Tmall is in an absolutely monopolistic position of about 75%, followed by Jingdong, Dangdang and vip.com. Where does the opportunity come from such a highly centralized market structure?

In this regard, the four seasons Hui (relevant responsible person said, at present, the clothing industry is in the "consumer upgrade" driven another time window, just like Lei Jun's "air gap theory", in the past, clothing business is Taobao, Tmall endorsement of the "low price" as the core, the driving force is preferential, promotion, explosion and other means, but with the change of consumer demand, high quality will become the first element of the online shoppers' attention, after all, "low price = low quality" has been very difficult to continue to control consumer decisions. "When the time window is opened, it will mean a chance to shuffle, and Tmall and other monopolist are also facing the risk of being divided into food."

And this is also the Jingdong, Dangdang and so on. Clothing category The reason. It is obvious that the four seasons "dare to open" under the eyes of big players. This is an opportunity of "upgrading". It takes advantage of the shift of consumers' online shopping clothes to seek their own business logic and living space. It is revealed that the four seasons of the new online festival will provide consumers with the highest quality and cost-effective products in the four seasons of spring, summer, autumn and winter, and select products with a more critical eye. The products include men's clothing, women's clothing, footwear, bags, accessories and other categories, emphasizing the interpretation and understanding of "beauty", helping consumers to create personalized, high-quality beauty, and saving consumers from scattered and mixed clothing products.

Redefining the rules of the game

This change is directly related to the migration of consumer behavior characteristics. It is keen on the low price ratio of the first batch of online shopping groups. The new online shoppers such as post-80s and post-90s emphasize more on personalization, attitude towards life and quality. Compared with the demand for "saving money", the mainstream consumer group is willing to pay higher cost to get "selected" products, highlighting their own lifestyle and ways. Moreover, the clothing industry is also under the two driving engines of "industrial upgrading" and "consumption upgrading", which means that the change of consumer demand will continue to be transmitted to all aspects of the industrial chain, and then generate new business opportunities.

In addition to providing timely and high-quality products according to seasonal changes, the four biggest advantages are the efficient integration of supply chain and resources in the traditional garment industry. At present, there has been a "special supply" production chain cooperation with many domestic manufacturers specializing in foreign trade clothing, which will eventually achieve the "M2C" mode of landing and directly eliminate the links such as distribution and distribution in the middle, so that high quality and big brand clothing can be directly supplied at a "more populist" price, maintaining first-class standards in terms of style and workmanship. Unlike Tmall and Jingdong, the four seasons built the "quality city of clothing online shopping".

Anyone familiar with the industry knows that in the past Clothing Commodity Most of them follow the traditional design, fashion distribution, inventory control, sales and so on. However, with the enhancement of consumer insight and the acceleration of the "fast fashion" and the accelerated iteration cycle, the C2B mode will gradually subvert the traditional clothing industry's design, marketing and supply models. This requires that the industrial chain become more flexible and flexible. The long chain will go flat, and the diversified sales modes such as pre-sale and customization will become more and more mainstream. For the four seasons of Huilai, the integration of factories, supply chains and other chains coincides with this industry trend.

Industry experts say that from the point of view of marketing mode, Tmall and Taobao advocate the "Amoy economy". The key words are cheap and abundant commodities. However, the location of the fair market and wholesale market has also made Tmall and Taobao label the "quality can not be guaranteed"; vip.com has opened a gap through the buying mode and the brand flash buying strategy, but the proportion is too small. Jingdong grabbed the electricity supplier of clothing, playing the "youth, fashion" brand. Four seasons Hui chose the "high quality, selection, foreign trade" and other elements. These are in line with the upgrading path of the future clothing business operators, and are expected to re position and find their own roles in the next round of clothing business competition.