There are signs that China's Business-to-consumer has entered a period of rapid growth in which the growth of garment-Business-to-consumer has been particularly strong. According to the IRIS consultation: the size of the trade of clothing business from 2008 to 2012, the composite growth rate will reach 98.6%, the proportion of the apparel retail market to 2012 will reach 17%, the deal size is expected to exceed 18 billion yuan.
On the domestic market structure of the business, still in the primitive accumulation stage, although there has been excellent net, Dangdang, Jingdong Mall and other annual sales of more than billions of yuan of the business, but the overall has not formed an oligopoly effect. As more and more traditional companies are involved in the business, Third-party consumer is stepping up its efforts to expand new sales areas. Dangdang from selling books to mother and infant, beauty makeup, household items, and then to sell clothing, will be involved in apparel retail vertical consumer platform, such as where customers, wheat net constitutes impact, and will change the existing market pattern.
The perpetrator of the garment was PPG. Once, low-cost and crazy advertising has been PPG to attract internet users to buy shirts on the main weapon, but, sacrificing quality, the shirt when cabbage sold, it is certainly a big misunderstanding. The reason is very simple, clothing consumers are mostly white-collar workers, the pursuit of fashion, personality, trends, more value the quality of products and brand influence. Once the net buys the platform to sacrifice the quality, has neglected the user experience, also lost the basic user. For this reason, PGG, the first to fire, closed the door completely in December 2009, with tens of millions of dollars in investment. The root cause is not put the user's interests in the highest position, product quality after the outbreak of the crisis, the user a large number of loss, sales seriously atrophy, in the capital and public opinion of the double pressure, the collapse has become PPG's inevitable destination.
Draw lessons from the pioneers, involved in clothing retail later Dangdang in the beach apparel business, the choice of more specific product positioning and market positioning, the sales target to lock professional white-collar workers, especially female white-collar, the main hit high-end brand authentic, is committed to grasp the mainstream active network shopping group of Core needs (network popular brand, Traditional well-known brands) to enhance the core competitiveness.
It is not difficult to see, Dangdang has jumped out of the cycle of price war. Guoqing publicly declared: to buy fake prices, to buy Dangdang genuine brand clothing. At first blush, the remark was interesting and not without ridicule. In fact, guoqing special emphasis on the mainstream brand, authentic protection. Think that the fakes must be very cheap, to the same price to get the brand authentic, you can block the temptation of Dangdang clothing?
Apparel consumers attract users, in addition to cheap, more importantly, the user experience. Therefore, Dangdang in the beginning of the apparel network, commitment to 30 days no reason to return, 35 core cities on the next day, and through the joint venture clothing brand merchants will move into the Dangdang warehouse to maximize the form of goods to control the quality of goods, and then achieve unified distribution and reunification returns. This fundamentally guarantees the interests of users.
In fact, the biggest difference between self-employed and associates, does not lie where the Treasury, but in the pricing power, Dangdang will be unified warehouse, just to solve the problem of the identification of real goods, but does not affect the pricing power of the joint venture, these are settled in the platform of Dangdang business can decide when to play the price war.
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