Online And Offline Integration Into An Important Trend In The Development Of Apparel Retailing Industry

According to the world clothing shoes and hat net, in recent years, with the increase of consumer income and the change of consumption concept, on the one hand, our country

The overall development trend of the retail industry is fluctuating. On the other hand, the change of the shopping mode and the way of communication in the digital age has led to the pformation of the apparel retailing format. The trend of the integration of the apparel retail line has become increasingly evident.

The scale of per capita consumption needs to be improved, and the growth of garment retail sales will increase.

With the continuous increase of per capita disposable income and the continuous improvement of social openness, foreign countries

After entering China to seize the market, local clothing brands are constantly emerging. Our consumers are more and more inclined to choose and buy brand clothes.

In order to express self taste and individuality, the consumption of clothing has been increasing, no matter urban or rural residents.

However, the domestic garment industry is not mature compared with the developed countries, and the consumption per capita and industry concentration of our clothing are lower than those of foreign countries, and the consumption amount per garment category is also lower than that of the developed countries.

In recent years, China's clothing consumption has shifted from the consumption demand of a single shelter to the cold and comfortable to the consumption trend of fashion, culture, brand and image. The garment industry is facing the pressure of pformation and upgrading, and the growth rate of the industry is declining.

In 2017, China's clothing output fell 8.5% to 28 billion 780 million year-on-year, the first decline in six years, and the clothing retail market also declined.

After entering 2018, China's Garment Retailing industry tends to recover.

In the first half of 2018, the retail sales of clothing products above the quota reached 479 billion 200 million yuan, an increase of 10.1% over the same period last year, and the growth rate reached a bottom rebound.

Enterprises to strengthen network layout, network retail scale grows year by year

The clothing category is different from other categories. Compared with the high degree of individuation of 3C electronic products, simple variants can form new designs. When the quality of products is low, the products can be replaced by strong ones. Compared with the early consumers of food, they are concerned about safety. Clothing, especially adult clothing products, has less potential for safety. Compared with high priced goods, the unit price of clothing products is low, and it is easier to form pactions.

Because of low cost and wide sales advantages, garment enterprises have stepped up the layout of Internet sales channels.

Large garment enterprises not only develop their own brand marketing channels, but also create their own portals on the Internet, and provide a full range of merchandise sales, including Nike, ADI, H&M, UNIQLO and ZARA. Domestic enterprises also have their own portal websites, such as Ou Shi Li and La Natsu Bell.

And other relatively small clothing brands in the country mainly settled in Tmall, Jingdong and other electronic business platform to develop its flagship flagship store.

In addition, other independent designers, small batch of clothing retailing, are doing retail business with the low threshold Taobao and micro shop platforms.

With the improvement of the network channels of garment retailers, and the rapid development of Tmall, Jingdong and other e-commerce platforms, the effective development of China's apparel online retail market has been promoted.

In 2011, China's apparel network retail sales amounted to about 193 billion 400 million yuan, up to 444 billion 700 million yuan in 2017, with an average annual growth rate of 14.9%, far exceeding the growth rate of clothing retail sales. It is estimated that the retail sales of clothing will reach 511 billion 400 million yuan in 2018.

Online and offline integration will be an important development trend.

Looking at the apparel retail market at home and abroad, with the advent of the digital age, the popularity of the Internet and the change of consumer lifestyles, a series of changes have taken place in the management strategies of garment enterprises. More and more garment enterprises begin to integrate online and offline to truly realize O2O.

The O2O clothing retail mode can turn the virtual experience of fitting and matching of virtual fitting rooms and 3D display into reality. It can provide online and offline synchronous price comparison, custom-made clothes fitting, customization and other services. The O2O of clothing retail enterprises means that consumers can choose goods and orders through online sales platform, try out and pick up goods online, or try to shop online at first, then choose online matching and payment through mobile electronic equipment. O2O mode combines the advantages of online virtual shops and offline shop entities, improving personal experience of consumers, and effectively solving the disadvantages of traditional shop products.

The O2O pformation of clothing retailing enterprises has changed the hostility between the online and offline businesses in the traditional electricity supplier environment. It not only opened up a new way for sales under the clothing business enterprise line, but also more importantly, provided new opportunities for the traditional clothing retail enterprises that still did not have the pformation or pformation of the electricity supplier. Therefore, the future online and offline integration is a very obvious trend in the future garment retail industry.

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