Clothing Electricity Supplier Attention Collective Drop, The Reason For The Department Store Platform Encroachment

Recently, a website released the latest China B2C enterprise vitality eighth phase list, the report shows that since the third quarter, part of the Internet clothing Brand and main products are clothing The vitality of the B2C platform has dropped significantly, and the market attention degree of Mcglaughlin, Nasdaq:MCOX, Martha Maso and Meng bausa has dropped sharply.

The network research report pointed out that the sales volume of all passenger traffic data in 2011 maintained a very high traffic volume, and in the two peak season, two waves of high tide were launched, and the total traffic in 2012 showed a downward trend. In 7 and August, it fell to a new low in two years. The overall traffic volume of Marceau this year is obviously in the two box's concussion operation in 2011. The trend of Mcglaughlin traffic continues last year's downward trend. From the beginning of the year, the total price of the city has fallen from about 0.9 US dollars in July to about 0.5 US dollars.

The vertical platform is eaten by the Department Store platform.

In the rapid expansion of the online shopping market, due to its clear positioning and outstanding style, van guest and Marceau have rapidly accumulated many users. However, Tmall, Jingdong and other department store platforms gradually rely on the characteristics of user experience and product diversification, and continuously distribute these Internet brand users. Mcglaughlin and Meng bausa, who are also on the vertical platform, are also unable to avoid the market erosion in the process of department store marketing.

According to the latest data of Taobao men's wear, tradition Brand clothing In Taobao's sales data, seven wolves, JACK&JONES, GXG and other sales volume significantly lead the network brand. In the monitoring of the men's brand flagship store data, UNIQLO, JACK&JONES, GXG, JEANSWEST, Smith Barney, nine kings, thousands of paper cranes, seven wolves and other traditional brands also swept the top ten seats.

Analysts say it can be seen that traditional brands are expanding into the network channels. When these traditional brands come into the Internet with the brand and workmanship they have formed over the years, the native Internet brand is hard to eat.

Economic downturn, advertising dropped

Entering the third quarter, most garment enterprises entered Sales slack season Because of the limited purchasing power of the market, the clothing companies did not do much advertising during this period.

International analysis data show that the electricity supplier Clothes & Accessories Brand online advertising efforts in August decreased by 67.6%, a negative growth situation. Due to the external environment, the advertising of clothing brands began to decline significantly in the subdivision area. Online private brands became the hardest hit area, with a drop of nearly 70%, and the market share dropped from 52.7% in July to 38.2% in August.

The network analysis report pointed out that from the beginning of this year, many brands have strictly controlled advertising on the grounds of strategic contraction or pursuit of profits, including advertisements such as fans and Martha Maso's own brands. Among them, Fan Cheng pin suspended the advertising campaign in July and August, and the traffic volume also dropped sharply, which was more than half of the peak in 2011.

Analysts believe that controlling the cost and rational growth has become a top priority for the domestic electricity supplier. To ensure that more low-cost marketing methods and higher rate of repeat purchase are particularly important for brand clothing. At the same time, we must also handle the inventory turnover speed and avoid the backlog of stock in the early stage, which is difficult to digest in the later stage and impede the control of cash flow.

Other analysts say that all these phenomena stem from the continued weakness of the macro economy. Although clothing is a must, it has the characteristics of resistance to consumption. Clothing consumption is more likely to be "consumption or consumption". The reason for more purchase lies in seeking novelty and changing. When Economics When the situation is good and the disposable income of consumers is high, the clothing consumption situation is naturally better; otherwise, it is naturally very poor.