Big Deal Is Not Enough.

Apparel retailing has become a trend in the past two years.

However, behind this thriving trend, it hides most enterprises' helplessness.

Not long ago, in a summit on Chinese clothing e-commerce held in Hangzhou, a IT company boss revealed: "many big name clothing enterprises, the current e-commerce performance is not comparable to a crown level Taobao shop!"

According to the newly released survey data of Zheng Wang Consulting Co. Ltd., apparel online shopping accounted for 86.3% of Taobao's market share in 2009 and became the most popular product.

Especially in women's clothing, from May 2009 to April 2010, women's clothing accounted for 12.1% of online shopping consumption.

However, the relevant survey shows that the average price of Chinese consumers online shopping women's clothing is 50 yuan / piece, while men's wear is 70 yuan / piece, far lower than the average price of clothing sales in ordinary shopping malls and supermarkets.

This phenomenon makes it difficult for some high-end brands to open up the situation.

Because of the advantages of large production, low cost of fabric and labor, traditional enterprises are not prominent in the field of e-commerce.

Han Yongsheng, a professor at the Chinese Academy of Sciences, explained that "Taobao sellers on the crown level have great flexibility and have a good grasp of the industrial chain of best-selling products, quick purchase and short circulation of funds. Their profits are higher than those of traditional clothing enterprises."

Some enterprises admit that from defining the goal of online retailing to actually accessing the Internet, they often spend months or even preparations.

The most fundamental reason is also the extreme shortage of talents in this respect.

The Internet access of Heng Yuan Xiang Group has been brewing for a long time, but so far, the market center is still preparing for it.

Lv Jing, the person in charge, said, "people are short of people, who lack knowledge of the clothing sales process and understand the operation of e-commerce."

Most of the e-commerce operators are in big cities such as Beijing, Shanghai and Guangzhou, even in areas with high penetration of e-commerce, such as Jiangsu, Zhejiang and Fujian.

This situation has plagued the traditional clothing brand on-line process to varying degrees.

Some enterprises have to come up with some compromise measures, such as re creating a new brand that is sold online only.

BELLE, Tonlion and news birds have their own brand new online sales.

But this method also needs a certain price.

Lv Jing told reporters that in the current market, creating a brand needs 80 million, and the annual maintenance cost also needs about 60000000. Therefore, re creating a brand can only be a helpless choice.

According to the "blue book on commerce" published by the Chinese Academy of Social Sciences, the annual volume of online shopping will increase to around 500 billion yuan in 2010, reaching about 3% of the total retail sales of social commodities. In the whole retail industry, online retailers have maintained a sustained high growth rate than physical retailers.

China's online retail industry is becoming a new and huge market, and it brings challenges to the traditional retail industry. In this case, the traditional retail industry has begun to accelerate its entry into the online retail market. The adjustment of the traditional retail industry is an important step in the modernization of the business circulation enterprises, and will help speed up the upgrading of its industrial structure.