Is looking Consulting President Lubbe
Lead: in such a capital are red hot, entrepreneurs conceal his excitement of the impetuous age, who can eventually become the next breakthrough in e-commerce industry who? Sina Technology launched the
this part SAN @ Tracy (microblogging) private letter is open to entrepreneurs to contact us and welcome valuable comments and suggestions are given.
the first 11 guests: is looking Consulting President Lubbe
wonderful view:
– clothing will be China’s second audio-visual and digital books online retail accounts for a later ratio of 10% or more of physical consumer goods categories, we expect the next five years, Chinese consumers bought $ 100 per garment, it will have $ 30 is achieved through online shopping, buying clothes online is relatively cheap because there are already quite proportion of Internet users in the number of clothing purchased online, over or under the net wholesale purchased the store number.
– the more traditional brands, the network is the lack of financial strength, brand, design and production management experience, but this is not insurmountable competitive disadvantage. The traditional brand of online and offline channel conflict, personal face to face with the consumer retail experience, changing the concept of e-commerce, e-commerce company’s organizational structure and adaptability of the times, e-commerce operations and network marketing team building, and so a series of problems to solve than the problems faced by network brand is much more complex, so will leave the network brand development for several years with the rise time.
– still clung to e-commerce is just a tool or a sales channel for the people, or e-commerce can be a slow slow, you can wait a year or five people, they can not embrace the Internet and changes in electronic commerce, the lessons of the future may be very profound. Network brand and traditional brand has not really started the contest, traditional brands brand even if the network three years to give the opportunity to brand the network should have beat the traditional brand of precedents.
– Smith Barney failure can not be delayed or denied apparel brand e-commerce development of an excuse. Discounts the current e-commerce transaction platform to promote the theme, but the majority of people will more and more light shopping mall, the shopping time costs increasing. Tense living environment so that we gradually turn to avoidance of consumer behavior, you only through the Internet, through your Internet presence can be more exposed to them.
The following is an interview with Record:
clothing accounts for 1 / 3 share of online shopping
SAN Tracy: Can you describe the general e-commerce in China 2011 development status and future trends?
Lubbe: 2011 e-commerce in China has maintained sustained and rapid growth, there are several characteristics: First, online shopping becomes more and more common kind of online behavior, we expect China’s online shopping consumers in the Internet users will exceed 60% penetration in the north and the Yangtze River Delta cities of Guangzhou-Shenzhen penetration will reach 70%.
second, more diverse types of goods online shopping, online shopping online shopping frequency and amount of higher and higher. Is looking Consulting earlier this year in 30 cities performed findings online shopping, online shopping consumers shopping in the 2010 annual average 16 times, equivalent to four times per quarter online shopping; average net purchase amount of 3371 yuan, nearly one-third is spent on buying clothes online.
2010 year, there are six cities in the amount of online shopping broke a hundred billion yuan, of which more than 40 billion yuan Shanghai, Beijing is close to 400 billion yuan. Hangzhou and Guangzhou, to reach 150 billion yuan, Shenzhen and Suzhou were also reached 100 billion yuan. We expect the year 2011, Shanghai will reach 600 billion in online shopping scale, Hangzhou and Guangzhou will be able to reach 250 ~ 300 billion in size.
apparel e-commerce development in the ascendant. China’s online retail sales accounted for the proportion of total retail sales of social consumer goods is expected to reach at least 4.5% this year, will exceed the U.S. level, and clothing will be China’s second audio-visual and digital books, after another online retail accounted for 10% or more of the kind consumer goods categories (software, equipment and other prepaid points card and games are earlier than the virtual consumer goods 10%), we expect the next five years, Chinese consumers bought $ 100 per garment, it will have $ 30 is achieved through online shopping , due to relatively cheap to buy clothing online, a substantial proportion of Internet users have purchased online clothing pieces, over or under the net wholesale purchased the store number.
our 2011 annual survey of online shopping will soon be launched in 2011, China’s net purchases of consumer shopping behavior will be announced soon, please wait.
Sina science and technology: just talked about clothing online shopping accounted for nearly one-third share of online shopping, then this year’s fashion e-commerce presents what kind of features?
Lubbe: From the vendor perspective, the most well-known domestic apparel brands have opened a flagship store on the Internet, specialty stores or shops, Taobao Mall billion in annual sales on clothing the brand’s flagship store has more than 20 last year, the 2 million.
from a platform point of view, just mentioned, Taobao Mall is still the main battlefield clothing online shopping, I believe that more than 80% of the brand clothing sales, is sold on Taobao Mall. Jingdong Mall is currently the brand’s second-largest clothing companies ship platform, Jingdong Mall shipment, eliminating the need for warehousing and logistics business apparel and promotional aspects of marketing, e-commerce clothing for non-self is a relatively easy business of choice.
2011 years of B2C e-commerce platform for further expansion and deepening of the year, in addition to V + and McCaw where customers outside the forest, Dangdang and excellence are the same and Jingdong Mall started a clothing sales platform, Guangzhou CD product and the net serves Shenzhen’s meteoric rise, only the product will be the year 2011 clothing sales could reach 15 billion yuan, setting a couple of years ago created by the Jingdong Mall repeated year after year turned a good record of rapid development.
worth mentioning is thriving brand shoes buy Belle excellent investment network, built to accommodate the other is a brand presence online shopping platform, positioning the brand in the purchase of Belle consumer groups, All purchases to meet their needs, including footwear, apparel and cosmetics.
network brand the next 3-5 years will have a big development
Sina science and technology: You can describe the brands involved in the traditional e-commerce in general, what kind of stage, is what kind of situation do?
Lubbe: e-commerce has been involved in the traditional brands now, basically in three different stages of development. Most traditional brands are still in the first stage of development, that is, pull out a team in Taobao, QQ build a flagship store on the mall selling stock, selling a quarter of goods. The team also did not have much practical experience e-commerce operation, so also are testing the waters phase.
second phase of development is already test marketing new products in the online stage, but to avoid the line of traditional distribution channels for the impact of new products, including online sales still have a variety styles, prices, Added time and other constraints. Some companies contribute specifically to the Internet or on-line form to create a new brand of deepening and development, but its purpose is only to the formation of segments with the traditional distribution channels. At this stage of development of enterprises, enterprises are often not the highest political level to the strategic development of e-commerce to improve height, or over-reliance on traditional distribution channels, business, afraid to face from the distribution, migration of the consignment to the online direct marketing strategy.
has entered the third stage of development should be said that the clothing brands or of the few, but some of their business decision-makers in the most determined and most far-sighted, they are no longer merely as the e-commerce a platform to increase sales or a sales channel, they have to comprehend the true meaning of e-commerce and e-commerce determined to introduce changes to the overall re-branding strategy and planning to go. E-commerce in business operations is not part of an independent, not a supporting role in brand marketing, e-commerce is a new business idea, it should penetrate into the brand’s market positioning, product design, production and supply chain management, advertising, marketing and promotion, sales and customer service in all aspects, and to the concept of command of the brand’s overall e-business development ideas.
this view may now be less likely to be accepted by the majority, some companies also have their own special circumstances, can not be generalized. But still clung to e-commerce is just a tool or a sales channel people, or e-commerce can be a slow slow, you can wait a year or five people, they can not embrace the Internet and electronic commerce changes the next lesson may be very profound.
Sina science and technology: we see a kind of clothing brand is Taobao C2C platform in the C-sellers in recent years founded the brand up its own network, when the traditional clothing brand in a big way when the e-commerce, will form a great pressure on them, squeeze them room to grow?
Lubbe: we usually call the main brand of the network refers to the Amoy brand is an historic opportunity to bring the Internet to make a clothing brand’s growth process shortened from 10 years to 3 years, 2 years or 1 year. They know best how clothing online shopping consumer demand, consumers can best grasp of the current consumer trends, but also the most skilled resources to promote a new generation of network access to network operators.
compared with the traditional brands, their brand philosophy, brand building, brand communication, design, production and supply chain management also needs to be strengthened, but to time, some of them will be enough brand leader with the traditional par. The more important point is that they are the most close to the times, the most close to the young consumers is to master the next generation brand marketing people.
significant presence in traditional clothing brands Taobao Mall and other e-commerce platform, with its financial and inventory strengths squeeze platform to promote the resources of the network brand will naturally form a huge pressure. But relative to the network under the terms of the competitive situation, the online market is still full of the opportunity to network with traditional brand brand has not really started the contest, traditional brands brand even if the network three years to give the opportunity, it should be beat the traditional brand of the network brand precedents.
more traditional brands, the network is the lack of financial strength, brand, design and production management experience, but this is not insurmountable competitive disadvantage. The traditional brand of online and offline channel conflict, personal face to face with the consumer retail experience, changing the concept of e-commerce, e-commerce company’s organizational structure and adaptability of the times, e-commerce operations and network marketing team building, and so a series of problems to solve than the problems faced by network brand is much more complex, so will leave the network brand development for several years with the rise time.
network brand really worried about, not grafted on the tree seedlings on the traditional brand, but traditional brand with its financial strength and in the clothing industry for over ten years of accumulated experience, the new building of a e-armored warships, from the fetters of tradition, the overall network to deal with Internet and e-commerce has brought a profound change in the situation. GXG is a vivid example, Belle launched network platform is also excellent shopping to do.
Smith Barney network failure is the wrong strategy
Sina science and technology: just a few days ago announced the closure of Metersbonwe invested heavily to build up its e-commerce website Smith Barney network; It is quite original ambitions, why is it such a conclusion? This is a case, or is the traditional e-commerce brands has sounded a wake-up call?
Lubbe: Ma said that e-commerce business, Ma said that is not to give up your identification of a better future, but a cruel fact is that someone made martyrs. Smith Barney made the traditional way of e-commerce brand martyrs, but also gave us several aspects of the lesson.
first aspect is that money is not a panacea. E-commerce score to walk, when your team is not mature enough, when you do not know the online behavior of Internet users, when you do not grasp the brand effectively close to the target user base for your online time, invested heavily in building an independent it is the official website of B2C Jingwei like heroic.
second aspect is that Smith Barney is targeted at boys and girls, this user group, the cheaper they are still the biggest online shopping demands. When the same positioning of the brands are still at the stage of clearing inventory, when all of the online shopping platform in marketing similar products anywhere on the folding time, to achieve profitability quickly through e-commerce is not realistic.
Smith Barney’s mistake is the wrong strategy, you can not go beyond the stage of development of e-commerce to do something less effective. However, the failure of Smith Barney still should be seen as a case. We can not deny at this stage to develop the practice of independent B2C official website, in fact, we recommend that the majority of garment enterprises should establish its own official website, official website to go with the marketability of products for their own pulse, to narrow the distance between the consumer, to establish brand loyalty of users, providing the user community services and community-based e-commerce, e-mature stage for the future and lay a solid official website of the user base.
Smith Barney’s failure can not be delayed or denied apparel brand e-commerce development of an excuse. Indeed, discount promotions, e-commerce platform for the current transaction is the main theme, but a hard fact before us, it is this: most of us will go shopping shopping more and more light, and the time cost of shopping increasingly The higher up. Tense living environment so that we gradually turn to avoidance of consumer behavior: people are facing pressure to survive the demands of cheaper plans, work pressure faced the crowd and the pursuit of success demands a convenience; fast-paced city life, frequent overtime, crowded the road, squeezing out the people of our city shopping, leisure, entertainment, leisure space, you only through the Internet, through your Internet presence can be more exposed to them.
we come into contact with some high-end clothing brands, especially in high-end women’s brands, they are very taboo discounts damage to their brand value. So in the current form, will not their e-commerce the right time? Our answer is: you are more and more consumers shopping online, online spending, spend time on the Internet, you have to think of ways online to find her (him), let her (him) to find you online .
It is reported that Taobao is considering the establishment of a high-end brands do not discount the area, with a platform, I would like to high-end apparel brand e-commerce the way it should be straightforward. But, in the high-end women’s brands on the Internet to provide consumers, should not only goods, but also should have the characteristics suitable for a variety of value-added Internet services. Is looking Consulting will be held November 23-24, held in Shenzhen, the fourth share:> Related topics: new forces in power series of interviews with business topics> related news: President Lubbe is looking Consulting: IPO is the only choice Lubbe Jingdong: Sina war situation in the new round of reshuffle in the victory over the Internet Lubbe: an independent domain name will strengthen Sina microblogging microblogging recommended brand | official microblogging Sina science and technology
