The clothing electric business concerns the collective plunge the department stores the platform to encroach into the main reason

China Certificate Network News, Billion power network released the latest Chinese business enterprise Vigor Eighth list, the report shows that the third quarter, some of the Internet clothing brands and main products for the clothing business platform for the vitality of a substantial decline, where the customer prudential products, Macaulay Nasdaq:mcox, Massamasso, Dream Bazaar Market attention to the situation of collective collapse.

Billion State power network research report, where the customer prudential product flow data in 2011 years to maintain a very high flow, and respectively in the two peak period of the two waves of climax, and into the 2012 total flow of the decline trend, 7 August is down to two-year low; Massamasso this year's overall flow and 2011 than the obvious in two boxes in the lower box vibration operation; Macaulay's flow continued last year's decline, from the beginning of the way, its share price in the city from July to 0.9 U.S. dollars, fell to about 0.5 U.S. dollars, and is still not out of the fall track.

Vertical platform is eroded by the general merchandise platform

In the rapid expansion of the network market scale, because of clear positioning and style, where customers, Massamasso, quickly accumulated a large number of users, but the cat, Jing Dong and other department stores platform, but gradually rely on the user experience, product diversification characteristics, and constantly divert these Internet brand users. With the vertical platform of the Mai Lin, Dream Bazaar also difficult to avoid the platform department store in the process of market erosion.

According to the Eagle eye surveillance Taobao men's latest data show that the traditional brand clothing in the Taobao sales data, seven wolves, Jack Jones, gxg, such as sales of a large number of leading network brands. In the monitoring of the men's flagship store data, Uniqlo, Jack Jones, Gxg, Jeanswest, the United States, Mallavi, nine Shepherd King (601566, shares bar), thousands of paper cranes, seven wolves and other traditional brands also swept the top 10 seats in the turnover.

Analysts said, can be seen, the traditional brand is flocking to expand the network channels, when these traditional brands with their own line of the formation of the brand and work together into the Internet, a Home-grown Internet brand is difficult to stand.

Weak economic advertising drops

Into the third quarter, most apparel enterprises into the off-season sales, because the overall purchasing power of the market is limited, clothing companies in this period basically do not do too much advertising.

Analysys International Analysis of data shows that the electric business apparel brand online advertising intensity of August fell 67.6%, the situation of negative growth. Limited by the external environment, the clothing brand in the segmentation area of advertising began to fall sharply, the line of its own brand into the hardest hit, the decline of nearly 70%, the market share from July to 52.7% decline to 38.2% of August.

Billion power network analysis of the report pointed out that from the beginning of this year, a lot of brand apparel to strategic contraction or the pursuit of profit, strict control of advertising, including Van, Masha Masso and other private brand advertising also Sainus exposure. Among them, any customer prudential products suspended July or August of advertising, the number of visits has also plunged, compared to the peak of the 2011 visit to decline more than half.

As for the decline of the advertising of clothing electric business, analysts believe that the control of cost and rational growth has become the top priority of domestic electricity dealers. Ensuring more low-cost marketing and higher repurchase rates are especially important for brand apparel. At the same time, but also to deal with inventory turnover speed, to avoid the early accumulation of inventory, difficult to digest in the late, to hinder the control of cash flow.

Other analysts say the phenomenon stems from continued weakness in the macroeconomic situation. Although clothing is a must, but has a resistance to consumption characteristics, clothing consumption more reflected as "or have consumption." More purchasing motivation lies in novelty and change. When the economic condition is good, the consumer disposable income is high, the clothing consumption situation is naturally better, otherwise, the nature is very bad.