Statistics released by China Internet Network Information Center on June 5438+1October 19 show that by the end of February 20 10, the number of netizens in China had reached 457 million, an increase of 73.3 million compared with the end of 2009. According to statistics, the number of Internet users in China is more than five times that of India and almost twice that of the United States, and the number of new users is increasing at the rate of 6 million per month. About half of the urban population in China is using the Internet, and the proportion of rural residents using the Internet reaches 14%. It is predicted that by 20 15, the personal computer penetration rate in China will reach 66%, which is equivalent to that in western Europe today. The internet penetration rate in rural areas will double to nearly 30%; Together, China will have more than 750 million Internet users.
On the basis of such a large number of Internet users, e-commerce in China has developed rapidly in 20 10, with the annual transaction scale reaching 4.8 trillion yuan, up 33.5% year-on-year, and it is expected to exceed 10 trillion yuan in 20 13. The research of iResearch, a well-known Internet consulting company, found that the e-commerce industry in China was in a period of rapid growth in the past three years, and the overall development environment was favorable. The development of 20 10 e-commerce presents many bright spots, such as the first wave of B2C listing triggered by the successful listing of McCawlin and Dangdang, and the e-commerce of large traditional enterprises.
B2C department stores and platforms. With the improvement of the development environment and supporting service system of e-commerce, the cognition and application of e-commerce by enterprises and individual users are deepening. It is predicted that the e-commerce market in China will continue to grow rapidly in the next three to five years.
Xiao Gu Kai branch
My sister-in-law, born in rural Wenzhou, probably didn't graduate from primary school. When she was young, she worked as a tailor. After getting married, she made cakes with her uncle. She helped her relatives open a furniture city outside and went to Chengdu to do business in recent years. Her main business is the wholesale of belts, and she also provides belts and other accessories for some clothes. The main sources of goods come from Guangzhou and Yiwu. Recently, she thought of opening an online shop again.
Why does sister-in-law open an online shop?
1. During the Spring Festival, I suggested to my sister-in-law to open a shop online.
2. There are other online shop owners in the market who open stores online. I hear business is good. Looking for her wholesale, many of them open retail stores online.
3. The store rent in the market has more than doubled, and it costs more than 100,000 yuan a year, so it is difficult to do offline business.
When I told you that I could open an online shop in Taobao, she immediately asked this question: How much does it cost to open a shop in Taobao?
She was surprised to learn that Taobao can open a shop without paying rent at present. Then I began to complain to me that the rent in the market has more than doubled now, and business can't be done-a 50-square-meter physical store costs hundreds of thousands a year, and when it is close to 500 a day, it can only make two or three thousand a day.
What can I sell if I open a shop online? I suggest selling personalized products, not selling fakes next to big brands.
Because I am used to seeing fake Nike and Adidas in the market, I am more worried that there are fakes in my sister-in-law. It is illegal to sell this kind of fake goods online, and it is impossible to form its own unique competitiveness. However, my sister-in-law mainly sells low-end belts, mainly with good styles, and the brand has little influence on the final purchase. Personalized decorations like this are more suitable for online sales.
Another worry of my sister-in-law is how to collect money for opening a shop online.
Sister-in-law asked if she wanted to give something to others first, and then others would give her money. I told her it was unnecessary. After the buyer takes a fancy to buying it, he can pay you, but the money will be temporarily stored in an intermediate account. When you deliver the goods and the buyer is satisfied, the money will go to your account.
How to open the online market?
I found several crown shops specializing in belts to show my sister-in-law. It takes more than 20,000 transactions to win two championships. At the beginning, we should quickly rush to the diamond (25 1 credit) and maintain a high praise rate. Specifically, when you first open a store, you can make credit first through zero-profit promotion (selling 2 yuan on Taobao) of some low-priced goods (the original retail price is about 8- 10 yuan), and limit 1 person to only buy 1 piece.
In view of the fact that my sister-in-law is not familiar with Taobao at present and her network operation ability is not strong, we finally reached a consensus that we should first find a young lady who is familiar with Taobao to open a shop for her. If she has a good figure, this little sister can also be a model, killing two birds with one stone. When my sister-in-law is familiar with it, she can take over the online shop herself.
A week later, my sister-in-law opened her online shop. ...
Online luxury consumption appears.
In the China e-commerce market, which is dominated by low price and high quality, it seems that there is no intersection with luxury goods that naturally take the high-end route. Luxury goods have long watched the development of e-commerce as a bystander.
Nowadays, the era of luxury goods in China has arrived. It is understood that at least 80% of the world's top luxury brands have entered China. Even so, their market is less than 40% of major cities in China. This means that e-commerce has become a way to solve the problem of luxury brands expanding the China market. Therefore, with the upsurge of luxury consumption in China, such luxury discount e-commerce websites as Fifth Avenue, Vipshop, Charm Exchange, Jiapin.com, Jushang.com, Huha.com ... have sprung up one after another.
Foreign luxury brands also pay attention to e-commerce, which is a model to expand the China market. Armani Group was officially launched in China at the end of 20 10, and EmporioArmani website is the first such website launched by a large luxury goods group. Nowadays, luxury companies are increasingly turning to the Internet for growth. Armani entered the China market through e-commerce, which proves that the luxury goods industry is seeking to expand its influence on the fastest-growing consumers of high-end goods in China.
JohnHooks, vice president of Armani Group, is not shy about doing business in China: "China is very important to us and anyone else. We can't exaggerate this importance. E-commerce is to cater to this. " The number of 400 million netizens in China is incredible abroad. Armani hopes to attract a new group of people by opening a special electronic store, that is, "the younger, computer-savvy affluent consumers" and "the mobile rich in China".
The rising domestic middle-class consumers are the main groups targeted by these e-commerce websites.
"Some domestic consumers are actually not sensitive to whether the products are new in the season, so it is very important to grasp the mentality of consumers who have requirements for brands but limited financial resources." Jushang.com's operator said. Although the domestic luxury discount website has only debuted for two years, many investment cases have surfaced. June, 5438+February, 2009, Meilihui Financing130,000 USD. Jiapin Com, which was established at the beginning of 20 10, has already held Taishan Angel Investment Fund, and after several months, it obtained the second round of investment from Songhe Capital and Jiafeng Capital. Not long ago, Vipshop received $20 million in venture capital from DCM and Sequoia Capital.
There is also a voice, "China luxury consumers have gradually shifted from simple logo worship to feeling the consumption experience." Huha.com, the leader of luxury e-commerce website, represents the voice of convergence.
"First of all, I am very happy to see the bright future of the luxury goods market in China. But I want to be a luxury e-commerce company in recent years, and I should be obliged to tell consumers that luxury goods don't just rely on LOGO to show their identity. In the west, luxury consumption belongs to habitual consumption, because luxury is not only a commodity, but also a culture that pays attention to high quality and pursues details. It is closely related to historical accumulation, art design and cultural expression. " As a representative of the leading figures in luxury e-commerce, Huha.com CEO Lian Tingkai believes that the concept of delivering luxury culture is the foundation of e-commerce.
"As for itself, hoo-ha. Com has been trying to experience luxury culture, with the aim of leading more and more middle classes in China to acquire a different lifestyle from their predecessors. " Whoo-hoo's goal. China's luxury e-commerce should integrate the world's luxury goods into China's lifestyle.
Sellers flock online
In 20 10, the number of e-commerce websites in China continued to grow. By February of that year, the number of industry websites reached 18600, an increase of 16. 13% compared with the beginning of the year. Although there is a certain decline compared with the annual growth rate of 66.63% in 2008 and 28.62% in 2009, it still shows the vitality of the e-commerce industry in the context of the slow decline of the overall number of domestic Internet websites in recent years.
In 20 10, the number of B2C websites increased from 1.0 1 10,000 at the beginning of the year to1.8 million in February of that year, with an increase rate of 20.45%, and 80% of the new e-commerce websites in the whole year belonged to B2C. Although there are many B2C websites, the number of active websites visited by people is not high. In the year of 65438+February, only 1420 B2C sites were visited and browsed by netizens every day on average, and the growth rate of the number of B2C active sites in the whole year was 3.68%, which was much lower than the growth of the number of sites.
In the American e-commerce market, half of the top ten retail websites are B2C websites operated by traditional enterprises. With its own brand and resource advantages, it quickly occupied the commanding heights of the industry and achieved good results, which proved that traditional enterprises have incomparable advantages in entering the e-commerce market. However, traditional enterprises that have been focusing on traditional business will still face many development bottlenecks when doing e-commerce, especially in operation. The challenges they face come from all aspects, from supply chain, warehousing to distribution, which are all brand-new tests. In addition, how to do a good job in offline and online strategic positioning and balance channels is also an important issue that traditional enterprises need to consider when entering the e-commerce market.
China garment industry is the representative of traditional enterprises. Nowadays, traditional clothing brands no longer ignore this rapidly expanding and growing e-commerce market and try e-commerce one after another. Although many of them are still in a state of acclimatization, this trend is unstoppable. In the sales ranking of Taobao, the only traditional clothing brand is Jack &；; Jones and others are all on the list, and the sales growth rate exceeds three digits, indicating that traditional brands have unlimited potential if they really adapt to e-commerce sales channels.
Of course, as far as the current situation of e-commerce development in China is concerned, the shrinking store sales will not be realized in the near future, but this trend has already appeared in the United States, with strong performance. According to statistics, for every 6% increase in e-commerce transaction volume, store sales will drop 17%, and profits will also drop sharply, which has a certain impact in the United States. This is worthy of serious consideration by traditional garment enterprises.
Consumers are growing rapidly.
Jiang Qiping, Secretary-General of Information Research Center of China Academy of Social Sciences and editor-in-chief of Internet Weekly, said: "At present, the e-commerce transaction volume in China is exploding, but it only accounts for 2% to 3% of the total social retail and commodity transactions, and 20 1 1 may increase further. Compared with foreign developed countries, we still have a gap. The current e-commerce transaction volume in the United States accounts for about 7%-8% of the total, and it is higher in South Korea. Of course, the number of netizens in China is relatively large and the growth rate is relatively high, so it is expected to enter the high-speed development stage of e-commerce. "
According to statistics, among the industry visitors of e-commerce, the number of visitors who have purchased in 20 10 has increased by 20. 15%, which is the fastest growth in the past three years. In 65438+February of that year, the number of netizens who participated in the purchase reached 159 1 10,000, and the annual peak appeared in September of 20 1 10,000, reaching16.32 million, a record high. However, the growth rate of buyers is still slightly slower than the growth rate of netizens, which makes the proportion of industry visitors with buying behavior decline continuously. 20 10 accounted for 5.03% on average, which was lower than 5.69% in 2009.
At present, the number of visitors in the e-commerce industry has the following four characteristics: first, under the background of the rapid growth of the total number of netizens, the growth of the number of visitors in the industry can be expected; Second, at present, enterprises pay more and more attention to the investment in internet advertising, which makes most netizens click on advertisements and enter e-commerce websites; Third, with the improvement of internet integrity construction, the confidence level of netizens in online transactions has improved, and the number of netizens participating in online purchases has accelerated; 4. Because netizens over 40 years old and rural netizens account for a considerable proportion of new netizens, it takes more time to cultivate their confidence and habits in online transactions than young netizens in cities, so the proportion of netizens who have purchase behavior has been declining.
65438+1On October 6th, Taobao, the largest shopping platform in China, and Ceramic Art, an independent shopping search engine, released the 20 10 annual shopping search hot words list. This shopping search keyword ranking includes annual comprehensive shopping search hot words, annual hot search products, annual hot search brands and annual hot search featured keywords. In this ranking, clothing accounts for 80%, which shows the potential of clothing e-commerce market and consumers' enthusiasm for clothing e-commerce.
Clothing e-commerce, after the upsurge initiated by martyr PPG in 2006, created a myth of clothing industry in the next four or five years, which continues to this day. E-commerce has undoubtedly brought the competition pattern of the clothing industry into another stage. This is not a simple choice between brands, but a mutual integration of traditional channels and e-commerce, which may bring a revolution to the clothing industry instead of a revolution.
Expert sight
Viewing consumption view from "house"
"How can I live without the Internet?" This is the post-80s and post-90s manifesto. According to Li Guangdou, a famous brand strategy expert, hanging on the Internet all day, or even staying indoors for several days, is a portrayal of many post-80s and post-90s. Internet is their life garden. This change has forced businesses to change the traditional behavior of waiting for customers to come to the door, because people stay at home and don't go out, even if they wait for eternity, it is difficult to wait for "lovers".
Otaku and otaku are a kind of life phenomenon brought by the popularity of the Internet. But "house" can also achieve commercial profit, and many industries related to "house" are very popular now, such as online trading, video websites, online games and so on.
In the "20 10 (I) China e-commerce market data monitoring report" issued by China e-commerce research center, the top ten industries in the field of e-commerce are listed, and the textile and garment industry ranks first with 12.2%.
Karol Lee, a famous expert in fashion industry economics, said that for many years, people have been calling "terminal is king", selling things in supermarkets is called "supermarket terminal" and selling clothes in clothing stores is called "clothing terminal". Consumers sit at home, choose what they need through the internet, and the courier company delivers the goods to their doors. After the transaction is completed, everyone becomes a terminal. This market is huge.
People used to think that clothing is a commodity that needs to be touched and felt, and the sales in physical stores should be better. In fact, the consumption habits of post-80s and post-90s are different, and they think online shopping is very convenient.
In the past, people spent little time at home because of long working hours and narrow living space. However, a sample survey conducted by a Japanese research company on local consumers of all ages and regions shows that almost 50% people spend more or significantly more time at home. The survey also shows that the four most popular ways for people to spend their holidays are surfing the Internet, watching TV or reading newspapers, sitting at home or listening to music.
Nowadays, the "home economy" has "invaded" various consumer fields such as food, clothing, housing and transportation. Uniqlo entered the China market in 2002, and the main problem that plagued its development was the slow expansion of physical stores. The B2C model of Uniqlo's cooperation with Taobao Mall just makes up for this deficiency. The sales of Uniqlo Taobao flagship store are hot, which has not affected the income of physical stores. The sales of physical stores in Shanghai and Beijing continue to grow at a high speed, keeping pace with online sales. Uniqlo, relying on the superior resources of Taobao, got rid of many conventional restrictions, and rapidly expanded its share in the China consumer market through the B2C platform of Taobao Mall. This not only realizes online sales, but also contributes to brand image building on the Internet.
Although online channels have great development potential, Yang Dajun, president of UTA Fashion Management Group, still believes that e-commerce cannot replace traditional channels. Network channels and traditional channels may not necessarily win or lose. These two modes will exist in the future, because consumers have different experiences of these two modes. The advantage of internet marketing lies in its high cost performance, but it is impossible to experience products in person online. The traditional sales model allows consumers to try it on in person. Therefore, these two models have their own selling points and are irreplaceable.
questionnaire survey
A few days ago, this newspaper conducted a small sample questionnaire survey on the online shopping situation of ordinary consumers. This survey * * * sent out questionnaires 100, and 86 valid questionnaires were returned.
The respondents are mainly middle-income urban young people, including 37 males and 49 females, mainly in first-tier cities such as Beijing, Shanghai, Guangzhou, Chongqing and some provincial capitals.
In the survey "Have you ever bought clothes online", 70 people chose "Yes", accounting for 81.4%; There were 16 people who chose "No", accounting for 18.6%.
The second question "Are you satisfied with online clothing" (only for those who have online clothing experience), 30 people choose "satisfied", accounting for 42.9%; There are 24 people who choose "dissatisfied", accounting for 34.3%; 16 people chose "general", accounting for 22.8%.
In the third question "What's your attitude towards online shopping for clothing in the future", 30 people chose "it will increase the number of online shopping for clothing", accounting for 34.9%; 16 people chose "it will reduce the times of online shopping for clothing", accounting for18.6%; There are 6 people who choose "not before, but will buy clothes online in the future", accounting for 7.0%; There are 6 people who choose "I will not choose online clothing in the future", accounting for 7.0%; There are 28 people who choose "uncertain", accounting for 32.5%.
In the fourth question, "The biggest reason why online shopping clothes attract you", 39 people chose "cheap price", accounting for 45.4%; There are 12 people who choose "rich products", accounting for13.9%; There are 24 people who choose "convenience and freedom", accounting for 27.9%; 1 1 person, accounting for 12.8%.
In the survey of Question 5, "What do you think is the biggest drawback of online shopping clothing", 32 people chose "quality problem", accounting for 37.2%; Four people chose "after-sales service problem", accounting for 4.6%; 42 people (48.8%) chose "No fitting on site"; Eight people chose "Other", accounting for 9.4%.