PPG Series Talk about four: How far can the network shirt go?

Full Gimli/Wen

How far can a network shirt go? In fact, this is not a problem, but ask a lot of people, so it became a problem. In particular, when there is a voice in the hint that PPG may be a flash in the pan, and not optimistic about the network shirt industry, my heart only a word in the circle: "Sometimes really is not ' lookers-on, the sidelines ', but ' the authorities are clear, spectator fans '." ”

"The authorities are clear, onlookers fans", what is the solution? Before talking about PPG a bit of "aesthetic fatigue", here may be an outage to see whether the network shirt industry is really not worth watching. I used to be an investment, in the face of a lot of projects, always ask such three questions, "is the market big enough?" Vertical enough? Development fast enough? ”

PPG has proven that the market is sufficiently vertical to develop fast enough.

is the market of network shirts big enough? As we all know, PPG can sell about 10,000 men's shirts a day, the domestic market share of the first Youngor in 06 in the domestic average of the number of shirts sold per day is 13,000. PPG and Youngor combined to sell more than 10 million shirts a year, while China produces about 1.2 billion shirts a year.

China has about 650 million adult men over 18 years old, China now has 160 million netizens, 27 million people participate in online shopping, and this number is increasing at 200% per annum. According to the study, the total amount of online shopping in China in 2007 is 51 billion yuan, including apparel class accounted for 16%, online shopping will maintain a 65% annual growth. Therefore, there is no doubt that the network shirt sales prospects Unlimited, the same is 10 million yuan start-up funds, clothing chain will certainly grow faster, but it has rent rise, network and franchisee changes and other risks. and network sales if the success of three years, you can do better. The chain needs to keep paying rent, sales, decorating and other real-world sales of all the fixed costs, and three years later, a network sales company neither need these pay, also will not need to like the current so large burn money to advertise, and stable customer base will contribute a very beautiful cash flow financial statement. For example, three years later, when the Carris developed 300,000 members, the per capita monthly consumption of 100 yuan, can provide a monthly income of 30 million yuan. In addition, the Carris network platform and the land has a considerable appreciation value and expand value.

That's why capital favors the Business-to-consumer. Investment in China's research report pointed out that 2007 China's e-commerce industry a total of 15 investment cases, the business industry accounted for 60%. And PPG created the miracle is only in "China's netizens currently only 170 million, really in the online shopping 20 million or 30 million," The case occurs, and three years later, the number of Chinese netizens and online shopping will appear straight growth, then what kind of miracle?

In contrast, Shop.org, an American Association of large online retailers, estimated that online apparel sales in 2006 amounted to $18.3 billion trillion, surpassing sales of 17.2 billion of dollars in computer products. and 10% of American clothing purchases will be done online. E-commerce accounts for 7% of U.S. retail sales. Last year, China's internet shopping accounted for 0.8% of total national consumption, but compared to 2006 0.25% is more than 3 times times the growth.

What do these figures mean? It shows that the evolution of the new economic environment is doomed to the opportunity to be born tomorrow. Dangdang and Excellence Network is China's largest platform for the Chinese, why not profit? When the Internet is at its most difficult to guide and educate consumers, they are not the front-runner when online shopping is exploding. The rapid development of red children, Macaulay also entered the profit period, which shows that in 07 years after China's online shopping will show a golden age. Carris and PPG,VANCL Choose Network shirt Mode springtime.

Therefore, Carris not worry about the network shirt industry, also not too concerned about the so-called competition in this industry, as I in the "PPG series of one of the talks: A revolution, is it a pioneer or a martyr?" "Although the number of PPG later, male clothing network direct marketing is still blue sea, because we are faced with is not the direct competition of the cake, but together to give the cake a big opportunity." And although the early stage in imitation of PPG, but in the actual operation, according to their own resources, judgment and implementation capacity, has formed their own different positioning and development direction "; Carris is concerned about one thing: how to satisfy consumers? And how to be considerate, even beyond people's expectations.

"Standing on the edge of history, the wind blows head-on," futurist Thompson said. I felt it. What about you?

PS: wrote this "PPG series talk", many friends are very concerned about, here thank you. About PPG first say so much, please pay attention to the last article "PPG Series talk Five: Network clothing and Lifestyle revolution"