common problem
Live streaming host in live e-commerce is trying to shout a few dollars a T-shirt, which is not only the efficiency miracle of China's e-commerce logistics infrastructure as the world's factory, but also the sad song of China's clothing industry. clothing industry is caught in such a cycle: the extreme pursuit of low prices on e-commerce platforms makes all brands have to compete for prices; merchants are busy being involved in various big promotions, but profits have not soared; designers are reducing new brands, and price wars are constantly squeezing the creativity and inspiration this industry needs; clothing overcapacity, enterprises are clearing warehouses at low prices, and many merchants have faced survival challenges. JD.com tries to jump out of this vicious circle. JD.com, which specializes in selling mobile phones and computers, not only sells clothes, but also wants to sell clothes "quickly and cheaply" - both more than 200,000 clothing merchants and cost-effective industrial belt clothing; allowing consumers to buy satisfactory clothes, and allowing clothing merchants to still do business today while maintaining brand tonality. Liu founded JD.com 21 years ago, adhering to the methodology of "cost, efficiency, experience", which has become the strategic context for JD.com to think about how to sell clothes. We learned that JD.com's internal judgment, "cost" and "efficiency" are not the key elements of the clothing category. Clothes of 10 yuan and 10,000 yuan have different tonalities and their respective audiences. People are also willing to sacrifice efficiency for good-looking clothes and endure several days of pre-sale period. Therefore, "experience" has become the winning point for JD.com's full investment in clothing. The most obvious consumer perception may be free and fast returns and exchanges. In recent years, JD.com has also done a lot to optimize the shopping experience: it has to adjust the system logic of search and recommendation for clothing categories; it has successively launched more than 20 fashion category characteristics such as shoe and clothing recovery and free door-to-door return services.
Who said that looking for a clothing spokesperson must be white and beautiful? Semir Clothing's reverse operation is indeed excellent. It is also worth learning from many brands. Regarding Xu Zhisheng's joyous appearance and humorous eloquence, he has been sought after by fans in the past two years. Recently, Xu Zhisheng recalled the talk show performances of his company two years ago, which brought his comedy humor and talent to the extreme. Many people will say that Xu Zhisheng wears this Semir down jacket, and suddenly he has the urge to visit Semir. Semir Clothing has increased its revenue and profits in this year's semi-annual report. In the case of many textile and garment companies, Semir Clothing has also handed over a satisfactory answer sheet, which is indeed not easy. Especially in the new retail, there is indeed a big breakthrough. This time, Xu Zhisheng was invited to be an endorsement, and the makeup was so special that it really attracted a wave of attention. It also broke the stereotype that traditional clothing companies would invite idol actors and actresses to be brand spokesmen.
Clothing and beauty products are a popular category in the "Double 11" promotion. "Black technology" fabric clothing, thermal artifacts, functional skin care products, etc., make consumers' shopping cart more rich and diverse, reflecting the increasing trend of personalized, segmented and quality-oriented consumer demand. rational consumption is not blind. This year's consumers pay attention to "quality and price ratio". When purchasing clothing products, they do not simply pursue low prices, nor blindly choose high-priced brands, but pay more attention to the balance between product quality and price. Quality assurance, official channels, etc. are important factors affecting consumer choice. temperature also needs trend. After the beginning of winter, down jackets, thermal underwear and jackets have become the rigid needs of many consumers. Cold protection is not bloated, consumers put forward new requirements for clothing materials, forms and designs. On the basis of warmth, single items with both comfort and fashion elements are more likely to be popular, such as quilt down jackets, lamb down thick coats, etc. Products with innovative materials and fabrics are also favored by consumers. 39.2% of consumers tend to buy "black technology" fabric windproof coats, and 35.3% of consumers tend to buy heating underwear. the need for warmth is refined. Consumers' warmth needs cover head to toe, promoting the extension of thermal products to multiple categories. Accessories such as long and short knee pads, thermal vests, neck covers, integrated scarves and hats, and stacking socks that replace long johns are popular, becoming new opportunities in the clothing stock market.
In scenic spots across the country, tourists wearing traditional clothing such as Hanfu, cheongsam, and horse skirts can be seen everywhere. Hotel photography shops and makeup shops are doing hot business. On the streets, young men and women in "new Chinese" style clothing are seen from time to time. On e-commerce platforms, traditional clothing transactions and active merchants have ushered in explosive growth. In recent years, clothing with Chinese elements and traditional characteristics has become a new bright spot in the consumer market. The latest data shows that the size of China's Guochao economic market in 2023 is 2.05 trillion yuan, an increase of 9.44% year-on-year. The size of China's Hanfu market continues to expand, reaching 14.47 billion yuan in 2023 and 24.18 billion yuan in 2027. In the face of the consumption boom brought by traditional clothing, how can clothing-related industries leverage the vast blue ocean? The reporter visited many industries. The county economy that has stepped on the trend When it comes to Hanfu, Cao County, Heze, Shandong Province cannot be ignored. For every 3 Hanfu sold in the country, 1 comes from here. The bright data allows the market to see the vigorous vitality of the Hanfu industry in Cao County, and makes this county successfully "out of the circle" and enter the vision of the people of the whole country. To say that the Hanfu industry in Cao County has to mention the "Cao County model" of e-commerce + drama costumes. At the turn of the century, local villagers began to produce studio supplies and costumes in their spare time. After the rise of the e-commerce economy, everyone began to sell clothing through online channels and connect with OEM customers. Cao County gradually developed into the largest processing base for performing costumes in China. As of July 2024, Cao County has 21 Taobao towns and 181 Taobao villages, making it the second largest Taobao village cluster in the country.
Apparel, because of its large market capacity, low entry barriers, and high premium index... attracts the largest influx of sellers. The new change is that, driven by factors such as excess supply, price pressure, declining profits, and platform operating environment, the apparel industry has entered a new cycle, and it is time to break through new growth in 2024. The good news is that from the perspective of per capita clothing consumption expenditure of residents across the country, the first three quarters increased by 5.1% to 1109 yuan, accounting for 5.4% of per capita consumption expenditure. New business formats and new models are also expanding rapidly. from the perspective of the international market, demand has recovered, the growth rate of our country's apparel exports to the United States has turned from negative to positive, and emerging markets such as ASEAN and countries and regions along the Belt and Road Initiative have maintained rapid growth. The tricky thing is, where do consumers go? How to understand them? Where do sellers go? Where should they stay for a long time? In the tug-of-war of major platforms, how should merchants find their own highlands?
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