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The Current Situation Of The Clothing Industry: O2O Mode Becomes A King'S Way Shop Is Hard To Be Replaced By Online Stores.

2012/12/4 13:13:00 55

Clothing Industry Status Fitting Clothes Garment Industry

according to a small area survey, at least in some white-collar workers, they are more inclined to purchase online because of the price difference between physical stores and online stores.

In fact, many consumers will not only "a target=" _blank "href=" //www.sjfzxm.com/ "clothing" /a "shop" as the "fitting room". In daily life, "eat, wear, live and use" have the tendency to purchase online. Even the decoration materials such as flooring, floor tiles, lamps and lanterns, and even bulk steel business, will be selected or tested in the physical store, and then large-scale purchase from the Internet.

in the eyes of the industry, consumers can see, touch and hear things as long as the conditions permit. They can be purchased directly from the Internet without having to buy them through a physical store.

then, from the current situation, how popular is online shopping? How many consumers regard physical stores as "fitting rooms"? In addition, for physical stores, how should we deal with this online shopping boom?

status

"fitting family" occupy a second line /p >

this phenomenon is mainly concentrated in the second tier cities or the economically developed Jiangsu and Zhejiang coastal areas.

The rapid development of the logistics industry is also one of the reasons for the rapid development of online shopping in these cities.

with the maturity and rise of online shopping platform, more and more young people, especially after 80 and 90, joined the army of online shopping.

There is such an interesting phenomenon in the random inquiries of journalists. Many of them have tried < a target= "_blank" href= "//www.sjfzxm.com/" > clothing < /a > in shopping malls, and then go online shopping.

however, in the interview, the reporter also heard this view: compared to online shopping, physical purchase or better quality assurance can make people feel at ease.

Now, how common is the fitting room? What kind of consumer groups live in large groups?

Niu Haipeng: with the rise of e-commerce, it is becoming more and more common to turn shopping malls into fitting rooms.

Of course, for the time being, this situation or more happens in large, medium-sized cities or economically developed areas, and has not formed an atmosphere of universal participation.

In addition, as for the consumer group, the phenomenon of "fitting room" appears more frequently in the young consumer groups, especially those who are growing up with the Internet.

As far as I know, older consumers are more inclined to shop in physical stores.

Zhang Dazhi: as we all know, the situation of shopping malls becoming "fitting rooms" has become more and more common. The scale of online shopping has been growing. This situation has reached about 30%.

at the same time, the main group of online shopping is basically young people - some white-collar workers (who are more nervous about spending money, but are still willing to catch up with the trend).

However, because of the lack of financial resources and understanding of network knowledge, the middle aged and elderly people seldom pay the price on the Internet, so they seldom buy online.

in addition, the phenomenon is mainly concentrated in the second tier cities or the economically developed Jiangsu and Zhejiang coastal areas.

The rapid development of the logistics industry is also promoting the rapid development of online shopping in these cities.

Chen Shou: this situation can be said to be very common now. Personally, it is considered that the fitting room is a new form of online shopping which has developed to a certain extent.

Today's online shopping groups are mostly young people, mostly in a second tier city.

Because other five or six line cities do not have perfect and perfect offline trading conditions.

cause .

< /p > < a href= > http://sjfzxm.com/news/index_c.asp > clothing > /a > characteristics.

clothing has a certain particularity in consumer goods. If consumers experience in stores, they can buy their favorite products on the Internet.

Among them, the biggest reason for the prosperity of online shopping is the price.

in many older consumers, the behavior of the "fitting family" is unintelligible.

Because they tend to rely more on the prices of physical stores.

However, the young people think that the old people do not understand the mystery.

Take a brand name < a target= "_blank" href= "//www.sjfzxm.com/" > shoes < /a > for example, reporter comparison found that in the entity shop, the quoted price is as high as 1000 yuan.

But on the Internet, the offer is only 200 yuan -600 yuan, and the merchants of the online shop are clear that it is genuine.

In addition, during the big marketing of singles day this year, there are only a few hundred yuan on the Internet.

So, apart from price factors, what are the factors that make shopping malls become "fitting rooms"?

Chen Shousong: the appearance and popularization of the "fitting room" phenomenon is also a new trend after the development of the electricity supplier.

This shows that consumers are beginning to believe in the consumption mode of the network platform.

clothing and consumer goods have their own particularity. Consumers can experience products on the Internet, and they can buy their favorite products on the Internet.

Among them, the biggest reason for the prosperity of online shopping is the price.

Buyers want to buy cheap and good consumer goods, and the network platform can easily give them a platform for price comparison.

however, it is worth mentioning that many products can not be sold online.

For example, machinery, cars, houses and so on, the sales of these commodities are not supported by physical stores, and it is obviously impossible to complete the whole marketing solely by online stores.

Therefore, the appearance of the "fitting room" phenomenon is not simply a responsibility of any aspect, but a driving force for the vigorous development of this consumption means by the characteristics of the clothing itself.

Niu Haipeng: on the one hand, this is related to the rapid rise of China's e-commerce. Many well-known e-commerce providers have almost covered almost all the cities and regions in China.

In the long run, there is no accident in the further development of e-commerce.

At the same time, because of low cost considerations, in recent years, more and more businesses have seen development opportunities from these electronic business platforms, joined the platform, and accumulated a large number of consumers.

Moreover, there is no denying that consumers can not buy products that they can buy at stores, which can be further gathered online.

in fact, the appearance of the fitting room is also related to the financial crisis and the recent economic downturn a few years ago.

Because of the emergence of the financial crisis, the white-collar families whose income is falling must choose a more economical way to relieve the pressure of "cost".

More importantly, inflation and the rapid rise in housing prices also have to allow many people to choose cheaper ways of shopping to save money.

Zhang Dazhi P: on the surface, the reason is that social and economic development drives the progress and openness of purchase consciousness, and people gradually accept the diversified means of shopping and payment.

On the Internet platform, actively look for the price that you think is affordable.

however, the root cause of this problem is the weak trust of consumers in the market. Consumers are worried about the "high price" of the physical store, unwilling to pay the bill on the spot, and choose to copy down the product number and decide to go online.

in fact, the cost of rentals in consumer goods in physical stores is indeed higher than the cost of online shops, and the price of selling is naturally high.

And consumers will be more willing to choose cheaper prices in similar products, so sales of physical stores will drop sharply.

Of course, the current situation is also related to the gradual decline of fashion retailing trend.

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way out

O2O mode becomes King Road /p >

the development of the entity store will inevitably be combined with the sale of the network platform in the future.

Physical stores have their own advantages, and online stores have their own low cost advantages.

If we combine the two, it will also be of great benefit to broadening the marketing channels of consumer goods.

in the stage of commercial war, especially when online shopping is pressing, the physical stores seem to have no advantage.

To this end, consumers can always find that in some well-known brand stores, there are always signs that prohibit cameras and prohibit photographing. This is also the most basic move to prevent sellers from being photographed by online stores.

But from the actual situation, it is difficult to stop the impact of the trend of online shopping.

But there are smart stores that use the Internet to open their flagship stores to win customers.

but in any case, in the face of fierce competition from the Internet, how does the future store choose its own way? Is it a differentiated operation or a discount sale?

Niu Haipeng: competition can not be underestimated.

In this case, on the one hand, the physical store needs to see if there is any prospect for its own way of operation, for example, whether to expand its own stores or carefully build its own business stores to attract consumers.

On the other hand, upstream suppliers are required.

For example, the difference between online and offline businesses is required, that is, some businesses need lower prices and marketing support.

Third, seize the high-end group and take the needs of the high-end group as its main body.

After all, many high-end consumer groups do not care about the price level, but emphasize the quality of goods, which is the direction of the physical store.

Zhang Dazhi: This is indeed a trend in today's economy and society.

We call it the O2O mode, which is effectively integrated offline and offline.

The Internet has become the front desk for offline pactions, and offline stores have become online service experience stores.

we all know the success of online shops. The key points lie in product selection, payment credit, logistics support and other important links, but logistics costs still need some time to complete in China.

in the process of gradually improving the online store sales, the entity store can consider actively cooperate with the network platform, in the future if it wants to survive, rely on the entity shop, and open an online shop at the same time.

This can increase the turnover of the shops, and expand the sales channels of the physical stores. There is also a sales promotion channel with discount prices, which complements the entity stores and the online stores.

Chen Shou P: obviously, this is a new trend.

However, the development of physical stores will inevitably be combined with the sale of network platforms in the future.

Physical stores have their own advantages, and online stores have their own low cost advantages.

If we combine the two elements and publicize each other, it will also be of great benefit to broadening the marketing channels of consumer goods.

generally speaking, online stores can be regarded as another new marketing channel for physical stores.

Of course, regular discount sales promotion is also a reasonable means of physical store marketing.

trend

entity store is difficult to replace /p >

P stores will not be completely replaced in the short term. Some loyal customers will not disappear. Secondly, people need to see "real things" in the physical store.

in fact, in addition to clothing, food, household appliances, decoration and so on have become an important field of online shopping. For example, in the field of household appliances, the big business people are immersed in the "price war".

More than that, some experts have told reporters that in the future, if conditions permit, many commodities can also be bought or sold through the Internet.

So, will the future entity store be fully covered by the Internet and eventually disappear in the market?

Niu Haipeng: the shop will never disappear.

First of all, the "experiential" of physical stores is hard to replace online shopping, which is also one of the biggest weaknesses of online shopping.

Secondly, the entity store has the convenience that online shopping does not have.

Take this year's "double eleven" promotion as an example, online shopping items will often be delayed for many days to arrive, which is not acceptable to all consumers. Once again, the development of China's electricity supplier has certain uniqueness, because they are enjoying relatively low cost and the support of private equity giants.

Just imagine that when the cost of labor in the future rises to almost the same as that in the United States, the relatively low logistics cost model will not be sustainable at present.

With the increase of the cost of electricity supplier, there will be another conclusion when the time is higher or lower.

Zhang Dazhi: it is true that with the development of online shopping, the diversification of goods in online stores will affect other fields to a certain extent.

however, the physical stores will not be completely replaced in the short term. Some loyal customers will not disappear. Secondly, people also need to see "real things" in the physical store.

careful analysis shows that online shopping is basically the world of young people. Elderly people generally do not like online shopping.

Some of the products that are too small and elaborate must be physical sales.

For example, in the department stores such as washbasins or physical stores, especially large supermarkets, there will be a long time.

for example, we know that online shopping in the United States is very developed, e-commerce is mature enough, but large supermarkets still exist.

Similarly, in the US, for example, the large shopping centers in the United States have been booming.

Because consumers still have the need for shopping.

Online shopping is generally a product that is not in urgent need, cheap in price and convenient in logistics.

For business people who require high quality products, they will go shopping in high-end stores.

So the possibility of physical shops being completely replaced by the Internet is slim.

Chen Shou delivery: I can't predict the future impact clearly.

But for the future of the physical store, we can think about it in turn.

If there are no physical shops, how will online shopping be? Of course, there will be many problems.

For example, many people try to wear a store and go shopping online.

In fact, without entity stores, online shopping itself is also hard to survive.

overall, the proportion of online shopping will continue to expand in the future, and the coverage of products will be wider and wider.

In the future, there will inevitably be a situation of online shopping and physical store competition, but physical stores will not disappear. In fact, the two are complementary in a sense, and online shopping also needs the existence of physical stores.