Can Internet Sales Revive Chinese Clothing Industry From The Cold Winter?

"P >" in my 10 year process, 2012 is the slowest year of sales growth, "the 9 day, Nanjing gold mango" a href= "//www.sjfzxm.com/" target= "_blank" > clothing < /a > limited company general manager Jin Xiaohua said: "the previous year sales have maintained 30% growth, but the growth rate of 2012 is only 15%."

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< p > > a href= "//www.sjfzxm.com/" target= "_blank" > clothing < /a > industry. At the beginning of the new year, in the widely circulated letter of "chairman of the men's wear and clothing to the staff," the expression of "declining store performance, high inventory and dealers' reduction in order volume at the order meeting" has added a positive weight to the "2012 clothing industry winter".

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< p > and in the 2012 "double eleven" promotion launched by Taobao Electric China, the sales of men's brand JACK&JONES reached 127 million yuan a day.

The Internet seems to be pformed into the "artifact" of the clothing industry.

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< p > data show that in 2012, the number of retail sales and retail sales of hundreds of major retail enterprises in China dropped, respectively, by 2.19% and 6.04% respectively over the same period in 2011.

In addition to the "Macroeconomic downturn, lower consumer demand and rising store costs", the "online shop shock" has also been attributed to the media as one of the main sticking points of "clothing winter".

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< p > "our products have been sold in online stores. Dangdang has talked to us about cooperation, but the result is not ideal. At present, it is mainly supply to supermarkets." Jin Xiaohua admitted that although the voice of "e-commerce myth" is quite high, their company's main selling products underpants and socks are not acclimatized to this "gold rush".

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In 2013, Jin Xiaohua laid the road of expansion, or "terminal store strategy", which was launched by Huarun, Tesco, big RFA, Carrefour and other retail giants, and expanded from East China to all China stores.

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Yao Feng, founder of the P, is also more calm in her attitude towards online store sales: "in my opinion, sales of physical stores are more important. Consumers buy" a href= "//www.sjfzxm.com/" target= "_blank" clothes "/a" in the shop.

Although many clothing brands have opened online stores, the styles in the real shops will be updated. Most of the networks are lagging behind in slightly lower prices.

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< p > but in 2012, the sportswear brand PEAK, Lining and XTEP closed more than 1000 stores in China, and the "downsizing movement" of the major clothing brands to the physical store could not be ignored.

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< p > "reducing the storefront does not mean that the physical store is not important. It is the purpose to optimize the channel and improve the sales efficiency. The role of the physical store is not only to sell goods", but Han Shunping, director of marketing department of Nanjing University, said: "being hit by the" online shop "does not mean that all of them have to turn to net nuggets, and the network channel is not the promised land of all clothing types.

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< p > Han Shunping explained: "luxury goods with high brand value and low value and easy to consume goods are mostly mediocre in online sales.

Just like bottompants and socks, online shopping is not much cheaper than buying physical stores, but also takes time to wait. While the a href= "//www.sjfzxm.com/news/index_s.asp" > clothing brand < /a > high value and expensive clothing, customer experience consumption in the shop is more important.

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