Electricity Supplier Era: From "Future" To "Money Road"

Mcglaughlin was also hit by the NASDAQ listing bell in 2010, thanks to the crazy advertising campaign and the fire of fan Ke Cheng. Industry leaders painted the future of clothing e-commerce very well, so that many of them came later. Is clothing e-commerce really prosperous and promising?

High market concentration and unpredictable profit

"It will take me one or two years to recover the cost," he said. At the beginning of last year, Liu Yang, a post-80s practitioner who opened a clothing store on Taobao, talked about the current business situation. In her view, although the clothing online shopping market has a bright future, the road to profitability is endless. "Clothing online shopping market concentration is very high, like me, the grass-roots shop has a low reputation, and it needs more time and energy to open the market."

Statistics show that Chinese clothing in 2010 Online shopping market The scale of the field reached 90 billion 300 million yuan, of which the size of the consumer clothing (C2C) clothing online shopping market was 78 billion 20 million yuan, accounting for 86.4%, and the size of the clothing online shopping market for merchants (B2C) was 12 billion 280 million yuan, accounting for 13.6%. Overall, the size of clothing online shopping market is more than 90 billion yuan, which has become an important clothing sales channel, of which C2C occupies the overwhelming majority of the apparel online shopping market.

Su Huiyan, an analyst with AI consulting, said that in the scale of 12 billion 280 million yuan B2C clothing online shopping market, the transaction volume of Taobao mall amounted to 6 billion 650 million yuan, accounting for 54.2%; the sales volume of 1 billion 850 million yuan, accounting for 15.1%, and Mcglaughlin's trading volume amounted to 810 million yuan, accounting for 6.6%.

"Overall, B2C clothing The online shopping market has reached the scale of ten billion yuan, and the market has gradually matured and entered a steady and rapid development period. Su Huiyan said.

From the above data, it is easy to see that the concentration of clothing online shopping market is very high. Then, what is the profit of the company with more market share?

In the e-commerce industry, Taobao has a high reputation. However, as all kinds of capital and entrepreneurs rush to join in, the B2C market is beginning to present a boom, which makes Taobao C2C in the field uncomfortable. To this end, Taobao launched an independent domain Taobao mall in November 2010 to cope with the B2C industry.

Because backed by Taobao, the volume of transactions in Taobao mall soon increased. A turnover Its traffic also expands rapidly. But unlike Taobao, C2C has to pay more for the logistics and maintenance costs of Taobao.

And it is also a matter of the future that Fan Cheng pin wants to make profits. Although the chief executive of VIC, Chen is confident that he will achieve 150 billion yuan in the next 5 years, he said that he has not yet made a profit and expects that he will still lose money this year. In the old age, the sale scale of VIC should reach 30 billion yuan to achieve a better profit point. That is to say, if the growth target can be realized, Vic will be able to get out of the B2C industry loss next year. But the fact is that sales of fan's products are not over ten billion yuan.

Related data show that nearly 4 years after the establishment of VIC has won IDGVC, LIAN strategy source, Softbank Sai Fu, Qiming venture capital and other venture capital institutions total investment of about $200 million, but so far, crazy "burn money" has not been exchanged for "real gold and silver".

Opportunities for latecomers

Leading enterprises still have difficulty in making profits. Will there be opportunities for latecomers?

Liu Xingliang, a well-known Internet personage, believes that the "grassroots" entrepreneurial opportunity is still the first to promote e-commerce. In his view, e-commerce is a long industrial chain, and grassroots entrepreneurs have a lot to do. "In developing content, exploring channels, introducing partners and developing marketing platforms, e-commerce can help traditional enterprises, on the one hand, the Internet content of enterprises, including the establishment of websites, e-commerce, enterprise resource management and cloud computing. On the other hand, it is the widespread application of network marketing, and leverages the Internet to achieve the new goal of enterprise reengineering. Among them, the traditional enterprise e-commerce services is a huge market, and even can help them shop on a platform similar to Taobao. The only way to extract Commission is a big "cake". In addition, vertical B2C is also a good opportunity.

"I am optimistic about the development prospects of e-commerce in the next 5-10 years, especially after 80's and 90's are very much in favor of online shopping." When Liu Yang talked about his original entrepreneurial ideas, he said, "I'm tired of the nine to five days, and I always want to do something. Finally, I started shop on Taobao."

Xu Xiaohui, who worked in Van customer service before, has also invested in the online fashion business. "My choice of entrepreneurship is driven by many reasons, not just on impulse. At present, the opportunity to start a business is very good. Vertical B2C has been developing rapidly in recent two years. This is an opportunity that has not been encountered for many years. Xu Xiaohui said.

Although Xu Xiaohui is very similar to most of the clothes sold by B2C, he believes that the concept expressed by his commodity is different, "I am promoting a slow life". {page_ Break}

Unlike Xu Xiaohui's self created businesses, Liu Yang has more to rely on the platform of Taobao. However, unlike other sellers who open online stores on Taobao, Liu Yang chose his own mode of production and production, which is similar to the vertical B2C mode. In her opinion, some clothing with the same fabric and workmanship will have different value if it is a well-known brand. She hopes to sell clothes with novel styles and better fabrics in the market at a lower price. "To make the most sophisticated clothing popular, let consumers spend the least money to achieve the biggest card and the most exquisite effect".

Speaking of difficulties, Liu Yang believes that it is important for her to gain credibility and become a seller of diamonds because of the online store on Taobao, but it takes time. What she is doing all she can to do is to promise 24 hours without any reason to replace it, so as to grab the market share, and strive to win the price of clothing and accumulate more good customers under the condition of rising fabric prices and labor wages.

"This is a screenshot of Taobao's online store. One customer traded 27 pens a day, amounting to nearly 20 thousand yuan. And consumers like this are getting more and more online. With such a big market, shouldn't my team and I continue to fuel? "Liu Yang is looking forward to the future" better way ".

Liu Yang is just a drop of water in the sea of clothing online shopping market. In fact, not only the rushes of clothing online shopping market, but the whole vertical B2C field is a "Red Sea" tragic situation. Nevertheless, many entrepreneurs choose this field and expect to get a pot of gold here. But how far is the distance between dream and reality? Is there an opportunity for the entire vertical B2C industry?

Xu Xiaohui said that the B2C market is a capital driven market. In the early stage, a lot of capital needs to be invested to occupy the market, and profits need to be realized after the market size is large enough. This is the characteristic of B2C industry. Amazon also made profits after years of loss.

In this way, the profit of clothing online shopping market is still long.