Twenty-First Century: Either E-Commerce &Nbsp Or No Business.

"In twenty-first Century, it was either e-commerce or business." this is Bill Gate's prediction more than 10 years ago. Now it is becoming a reality.

According to the statistics released by China Internet Network Information Center in January 19th, as of the end of December 2010, the number of Internet users in China reached 457 million, an increase of 73 million 300 thousand compared with the end of 2009.

According to other statistics, China's Internet users are 5 times more than India's, almost double the number of the United States, and new users are increasing at a rate of 6 million per month.

About half of China's urban population is using the Internet, while the proportion of rural residents using the Internet has reached 14%.

It is estimated that by 2015, the penetration rate of personal computers in China's cities will reach 66%, which is comparable to that in Western Europe. The Internet penetration rate in rural areas will double to nearly 30%, and China will have more than 750 million Internet users in urban and rural areas.

On the basis of such a large Internet user, China in 2010

B2C's department store and platform.

With the development environment of e-commerce,

Sister-in-law shop

The sister-in-law rushed to four. He was born in the countryside of Wenzhou, probably not graduating from primary school. When he was young, he worked as a tailor, married his heels and made cakes with his uncle, helped relatives to open the furniture city outside, and went to Chengdu to do business in recent years. The main business was the wholesale belt, and some clothes were provided with accessories such as belts.

The main sources are from Guangzhou and Yiwu.

Recently, she remembered the online shop.

Why does the sister-in-law want to start?

1, during the lunar new year, I proposed to my sister-in-law a shop on the Internet.

2, there are other shopkeepers in the market to open a shop on the Internet.

There are many retailers who sell her products on the Internet.

3, the number of store rents has more than doubled in the market, and more than ten million yuan a year.

When I told you that I could go to Taobao to open a shop, she immediately asked the question: how much does it cost for Taobao to open a shop?

When she learned that Taobao could open shop without paying rent, she was surprised.

And then started complaining to me that the rent in the market is more than doubled, and the business can't do it - 50 square meters of physical shops, a year store rent to more than tens of thousands of yuan, nearly 500 yuan a day, in the off-season, a day can only make a two thousand or three thousand yuan turnover.

What can I sell online? I suggest selling personalized products, not selling big brands to counterfeit goods.

Because I am used to counterfeit Nike and Adidas in the market, I am more worried that there are fake things in my aunt.

It is illegal to sell such fake products online, nor can it form its own unique competitiveness.

However, the sister-in-law mainly sells low-end waistbands, focusing on the good style, but the brand has little influence on the final purchase.

Similar to this personalized decoration is still more suitable for sale online.

Another worry of my sister-in-law is, how can I get money from the shop on the Internet?

The sister-in-law asked whether he should send things to others first, and others would beat them to themselves.

I told her, no need, when the buyer bought it, he could pay you, but there was an interim account for the first time. When you get the goods delivered, the money will come to your account.

How to open the Internet market?

I looked for some crown shops in the main belt for my sister-in-law.

To achieve two crowns, you have to make more than 20 thousand deals.

At the very beginning, you should rush to the diamond (251 credits) and maintain a high rate of praise.

Specifically, just start shop, you can make some low price goods (the original retail price of around 8-10 yuan) zero profit promotion (Taobao sells 2 yuan) to credit level first, and to limit 1 people can only buy 1 pieces.

In view of the fact that Xiaomei is not familiar with Taobao at present, and the network operation ability is not strong, at last, we have reached a consensus that we should first find a girl who is familiar with Taobao to open the shop to her first. If the figure is good, this little sister can also be used as a model and kill two birds with one stone.

When the sister-in-law is familiar with it, she can take over the shop herself.

A week later, Xiao Gu's shop opened.

Online luxury consumption shows

The Chinese e-commerce market based on cheap and good quality seems to have no intersection with luxury goods that are born with high-end lines.

Luxury has long been watching the development of e-commerce with onlookers' attitude.

Nowadays, China's luxury age has arrived. It is understood that at least 80% of the world's top luxury brands have entered China. Even so, the market for them is less than 40% of the major domestic brands.

This means that e-commerce has become a way to solve the luxury brand expanding the Chinese market.

Therefore, accompanied by the soaring consumption of luxury goods in China, Fifth Avenue, vip.com, glamour, Jiapin, poly net and hoha network are all...

These luxury discounts e-commerce websites, which are only two years old, have sprang up.

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Foreign luxury brands also pay attention to the model of e-commerce, which expands the Chinese market. Armani group was officially launched in China at the end of 2010. EmporioArmani is the first such website to be launched by the large luxury goods group.

Now, luxury companies are becoming more and more appealed to the Internet to achieve growth.

Armani has entered the Chinese market through e-commerce, proving that the luxury industry is seeking to expand its influence on the fastest growing high-end Chinese commodity consumers.

John Hooks, vice president of Armani group (JohnHooks), does not shy away from the measures to be launched in China: "China is very important to us and to anyone else. It is too much to exaggerate this importance. To carry out e-commerce is to cater for this."

The number of China's 400 million Internet users is incredible abroad. Armani hopes to launch a special electronic store to reach a new group of "younger, more computer savvy consumers" and "Mobile China rich".

The rising consumer group of the middle class is the main force in these e-commerce websites.

"Some consumers in China are not sensitive to whether the product is new for the season, so it is critical to seize the consumer mentality that requires brands but has limited financial resources."

The operator of poly net said so.

Although the domestic luxury discount website has only started two years ago, many investment cases have surfaced.

In December 2009, glamour raised $13 million.

In the beginning of 2010, Jiapin net, which had already held the Taishan angel investment fund, acquired the second round investment from song wo capital and jiapong capital several months later.

Not long ago, vip.com received DCM and Sequoia Capital of 20 million US dollars in venture capital.

There is another voice coming out, "Chinese luxury consumers have gradually shifted from pure LOGO worship to consumer experience."

The voice of convergence is the leader of luxury e-commerce website.

"First of all, I am very happy to see the bright future of China's luxury market.

However, I want to do luxury e-business in recent years, and I should have the obligation to tell the vast number of consumers that luxuries not only rely on LOGO to show their identities.

In the west, luxury consumption is a habitual consumption, because luxury is not only a commodity, but also a culture that pays attention to quality and details. It is closely related to the accumulation of history, the design of art, and the expression of culture.

As a representative of luxury e-business leaders, Hohhot CEO Lian Ting Kai believes that the idea of passing luxury culture is the basis of e-commerce.

"As an individual, Huha has been working hard to create a luxury culture experience. Its purpose is to lead China's growing middle class to get a different lifestyle from their predecessors."

The aim of hoha network is that China's luxury e-business should integrate the world's luxury into the Chinese way of life.

Sellers rush Online

In 2010, the number of e-commerce websites continued to grow. By the year December, the number of websites has reached 1.86, which has increased by 16.13% compared with the beginning of the year.

Although there has been a decline in the growth rate of 28.62% in 2008 and 66.63% in 2009, but the slow decline in the overall number of Internet websites in recent years has shown the vitality of the e-commerce industry.

In 2010, the number of B2C websites increased from 10 thousand and 100 at the beginning of the year to 11 thousand and 800 in December of that year, and the growth rate reached 20.45%. 80% of the new websites added to e-commerce websites all year round belong to B2C.

Although the number of B2C sites is very high, the number of active sites that people visit is not high. In December of that year, only 1420 B2C sites were visited by netizens every day. The annual growth rate of B2C active sites was 3.68%, far below the growth of the number of stations.

In the US e-commerce market, half of the top ten retailers are B2C websites operated by traditional enterprises. They quickly occupy the commanding heights of the industry by virtue of their brand and resource advantages, and achieve good results. This confirms that traditional enterprises have an unmatched advantage in entering the e-commerce market.

However, the traditional enterprises that have been concentrating on traditional businesses are still facing a lot of development bottlenecks when they are doing e-commerce. Especially in operation, the challenges are coming from all aspects, from supply chain, warehousing to distribution, are all new challenges.

In addition, how to do well in offline and online strategic positioning and balance the channels are also important issues for traditional enterprises to enter the e-commerce market.

China's garment industry is the representative of traditional enterprises. Up to now, the traditional clothing brands no longer ignore this rapidly expanding and rapidly growing e-commerce market, and have been testing the water e-business, though many are still in a state of unwillingness to accept, but this trend has been unstoppable.

In Taobao's sales ranking, traditional clothing brands such as ONLY, Jack&Jones and so on are on the list, and sales growth rate exceeds three digits. This shows that if the traditional brands really adapt to e-commerce sales channels, the potential is endless.

Of course, as far as the current development of e-commerce in China is concerned, the decline of store sales will not be realized in the near future, but this trend has already appeared in the United States and has shown strong performance.

According to statistics, the volume of e-commerce pactions increases by 6%, the sales of stores will drop by 17%, and profits will drop substantially, which has caused a certain impact in the United States.

This is worth thinking seriously by traditional clothing enterprises.

Consumer growth is fast.

Jiang Qiping, editor in chief of "Internet Weekly", Secretary General of the information research center of the Academy of Social Sciences, said: "at present, the volume of e-commerce pactions in China shows explosive growth, but the proportion in the whole social retail and commodity trading accounts for only 2% to 3%. In 2011, it may be further raised.

Compared with developed countries, we still have a gap.

The volume of e-commerce pactions in the United States now accounts for 7% to 8% of the total, while in Korea it is even higher.

Of course, the number of Internet users in China is relatively large, and the growth rate is relatively high, so it is expected to enter the rapid development stage of e-commerce.

According to statistics, in the e-commerce industry visitors, the number of visitors who had purchased behavior increased by 20.15% in 2010, the fastest growing year in the past three years.

In December of that year, the number of netizens who participated in purchasing behavior reached 15 million 910 thousand. The peak of the whole year appeared in September 2010, reaching 16 million 320 thousand, becoming a new historical peak.

However, the growth rate of buyers is still slightly slower than that of Internet users, which makes the proportion of the number of visitors in the industry in the overall decline, the annual average ratio in 2010 is 5.03%, a decrease compared with 5.69% in 2009.

The characteristics of the following four points: first, in the context of the rapid growth of the total number of Internet users, the growth of the number of visitors can be expected; two, the current enterprises pay more and more attention to Internet advertising, which makes most netizens click on advertisements and enter e-commerce websites; three, with the improvement of Internet credibility construction, the netizens' confidence level in online pactions has increased, and the number of Internet users participating in online buying behavior has increased rapidly; four, because Internet users and Internet users of the Internet age account for a large proportion of new Internet users, and the time needed to cultivate this group's online trading confidence and habits is more than that of young urban netizens, so the proportion of Internet users with buying behavior continues to decline. Nowadays, the number of visitors in the e-commerce industry

In January 6th, China's largest shopping platform, Taobao's independent shopping search engine, launched the annual shopping search hot words list in 2010. This shopping search keyword ranking includes annual comprehensive shopping search hot words, annual hot search products, annual hot search products, annual hot search featured keywords and so on.

In this list, 80% of clothing related accounts show the potential of the e-commerce market and the consumer's passion for clothing e-commerce.

Clothing e-commerce, after a boom in martyr PPG in 2006, created a myths of the clothing industry in the next four or five years, and now the myth continues.

E-commerce will undoubtedly make the competition pattern of garment industry go to another stage. It is not just the shift between brand and brand, but the integration of traditional channels and electronic commerce, which may bring about a revolution instead of a revolution for the garment industry.

Expert line of vision

The consumption concept of "house"

"No Internet, how can I live?" this is the declaration of post-80s and post-90s. Li Guangdou, a famous brand strategist, seems to hang on the Internet all day, and even go out for a few days.

The Internet is their life garden.

This change makes businesses have to change the traditional behavior of waiting for passengers, because people do not go out at home, even if it is too old, it is hard to wait until "lovers" come.

Otaku and otaku are a kind of life phenomenon brought about by the popularity of the Internet.

However, "home" can also achieve business profits, and many industries related to "house" are now very popular, such as online pactions, video websites, online games and so on.

In the "2010 (above) China e-commerce market data monitoring report" issued by the China Electronic Commerce Research Center, the "top ten industries in the field of e-commerce" are listed in the "e-business service industry distribution ratio". The textile and garment industry ranks first in the proportion of 12.2%.

Li Kailuo, an expert on economic research in the famous fashion industry, said that over the years, people have been shouting "terminal is king", selling things in supermarkets is called "supermarket terminals", and selling clothes in clothing stores are called "clothing terminals".

When consumers sit at home and choose what they need through the Internet, the courier company delivers the goods to the door, and the paction is completed. Everyone becomes a terminal. The market is huge.

In the past, people thought that clothing is a commodity that needs to be touched and needs to be felt. Sales of physical stores should be better.

In fact, the consumption habits of post-80s and 90s are different. They feel that online shopping is very convenient.

In the past, because of the long working hours and the narrow living space, people stayed at home very little.

However, a Japanese survey company showed that almost 50% of the people who lived in different age groups and regions sampled at home increased or increased significantly.

The survey also shows that the 4 most popular vacation options are surfing the Internet, watching TV or reading newspapers, sitting at home or listening to music.

Today, the "home economy" has "invaded" consumption, wear and other consumer areas.

Since its entry into the Chinese market in 2002, UNIQLO has been troubled by its slow expansion in its number of stores.

The B2C mode cooperated with Taobao mall just makes up for this deficiency.

UNIQLO Taobao flagship store has been booming, and it has not affected the revenue of physical stores. Sales of physical stores in Shanghai and Beijing continue to grow rapidly and go hand in hand with network sales.

Relying on Taobao's superior resources, UNIQLO has broken away from many conventional restrictions, and has rapidly expanded its share in the Chinese consumer market through the Taobao mall B2C platform.

This not only achieves network sales, but also helps brand image building.

Although the network channel has great potential for development, Yang Dayun, President of UTA Fashion Management Group, believes that e-business can not replace traditional channels.

Network channels and traditional channels may not necessarily win the battle.

In the future, these two modes coexist, because the experience of consumers in these two models is different.

The advantage of Internet marketing lies in its high cost performance, but it can not experience products on the Internet.

The traditional sales mode can give consumers a personal experience.

Therefore, these two models have their own selling points and can not be replaced.

Questionnaire investigation

Recently, this newspaper conducted a small sample survey on the online shopping situation of ordinary consumers.

A total of 100 questionnaires were sent out and 86 valid questionnaires were received.

The respondents were mainly middle-income urban youth, including 37 men and 49 women. Their location was mainly concentrated in cities such as Beijing, Shanghai, Guangzhou, Chongqing and some provincial capitals.

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In the survey, "have you ever had the experience of shopping online?" in the survey, there were 70 people who chose "yes", accounting for 81.4%, and 16 of them chose "no", accounting for 18.6%.

In question two, "are you satisfied with the clothing purchased online" (for those who have experienced online shopping costumes), 30 people choose "satisfactory", accounting for 42.9%; 24 people who choose "dissatisfied" account for 34.3%, and 16 people who choose "general" are 22.8%.

In question three, "in the future, your attitude to online shopping clothes", 30 people choose 34.9% times who will increase the number of clothing online shopping; 16 people choose to "reduce the number of clothing online shopping", accounting for 18.6%; 6 people choose "not previously, will buy online clothing" 6, 7%; choose 6 people who will not choose online shopping clothes, 7%; and choose "uncertain" 28 persons, accounting for 32.5%.

In question four, "the biggest reason to attract online shopping clothing" survey, the choice of "cheap" of 39 people, accounting for 45.4%; choose "product rich" 12 people, accounting for 13.9%; choose "convenient and free" 24 people, accounting for 27.9%; choose "other" 11 people, 12.8%.

In question five, "you think the biggest drawbacks of online shopping clothing" survey, the choice of "quality problems" of 32 people, accounting for 37.2%; the choice of "after-sales service problems" 4 people, accounting for 4.6%; the choice of "can not live fitting" 42 people, accounting for 48.8%; the choice of "other" 8 people, 9.4%.

Note: the chart is detailed in the January 21, 2011 edition of China fashion magazine A3.