Deep Analysis -- Selling Shirts &Nbsp Online; What Is The Future?

Since then, PPG has triggered dozens of websites in China to make "clothing B2C", among which there are traditional clothing giant enterprises, which have deep background investment companies, and also have small entrepreneurial companies.

3 years later, the so-called leading brother and

After a period of stormy time, PPG finally died at the end of 2009.

At present, websites such as yesppg.cn and ppg.cn have been unable to open.

It is said that when auctioning the domain name of PPG, it was actually filmed.

People can not help sighing tens of millions of dollars smashed out of the brand, is such a result.

The biggest contribution that PPG has made to the Internet and to the Internet is to create a new world of domestic clothing B2C. So far, clothing B2C has become an important branch of B2C.

VANCL replaced the position of PPG, which is the current clothing.

Although VANCL, currently ranked 700 in Alexa, seems to be sitting at the top of the table, it has not really gotten rid of PPG's low-end positioning and advertising.

Such a mode helps to expand the market rapidly, but for a long-lasting fashion brand, this is not necessarily a good thing.

Although the number of low-end market customers is large, it is also a group of customers who have no brand loyalty.

The result may be that VANCL is hard to maintain sustainable development after stopping mass advertising.

In recent two years of entrepreneurship, vjia platform has been confirmed by the side.

This is a website founded by traditional clothing chiefs and listed companies.

Bono has been considered one of the three giants of shirt sales at that time because of its strong background.

From clothing enterprises, Bono has higher product positioning than PPG and VANCL, and has obvious advantages in product quality assurance.

At the beginning of its business, Bono also hired high-profile professional managers in the Internet industry.

However, at present, the Alexa of Bono website is only about 2 million.

This also seems to prove that industrial capital is not suitable for B2C.

In the industry that needs to burn money in a crazy way like B2C, only venture capital capital can tolerate long time losses, and listed companies are unlikely to burn money recklessly.

This is also the early emergence of shirts direct selling website.

Although there are articles on the Internet, shirtonline has introduced free service experience such as shirts and fabrics. But from the initial business mode of shirtonline, apart from the slightly higher product positioning than PPG, it seems that there are no big differences between the model and the others.

However, it is obvious that the shirtonline shirt direct sale mode has quickly changed to a custom tailored shirt and tailored suit because of the limited financial strength.

For shirtonline, a website that lacks strong financial strength, it may be a better choice to specialize in such a more professional market.

At present, shirtonline's Alexa ranks about 200000, and the online evaluation seems pretty good.

However, without further venture capital, the development of shirtonline hardly seems to be a breakthrough in scale.

This is also a traditional industry to enter e-commerce brand.

The brand originally opened many shirt stores, making high-end shirts.

For them, e-commerce is only a supplementary channel, and the Internet and traditional stores complement each other.

Therefore, they did not seek the pressure of investment. With many years' brand reputation, they could still live well.

This family can be said to be the most direct selling website for shirts. So far, the product line is still dominated by shirts.

Although the name "Shi" is "medium" and "very", they have been trying to create a high-end image and a European culture.

The price of the product should be higher.

At present, their Alexa ranking is also around 200 thousand.

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This is currently the most popular clothing B2C website besides VANCL.

The characteristics of masamaso are very clear, with high-end positioning and wide product line, including all kinds of formal clothes and casual wear.

The founder of masamaso has many years of operation experience in the garment industry, so the website has a much better grasp of clothing than PPG and VANCL.

Moreover, the brand loyalty of the middle and high-end people will be higher than that of the low-end customers, which is also conducive to the future profits.

Middle and high-end positioning is a risky decision. Before that, the general view is that price is the main driving factor of online shopping, and online is more suitable for low-end products.

And masamaso is in good condition at present. It has gained venture capital. Alexa ranks more than 10 thousand, indicating that the traffic of the website is still good.

In the impression, this website was the earliest to get involved in casual clothing, and once saw them do many field promotion in Shanghai subway and so on.

But they didn't seem to be very successful, and they didn't seem to get the investment.

Subsequently, they launched cooperation with Taobao mall and became one of the first merchants stationed in Taobao mall. It is said that the volume of pactions in Taobao mall is not bad.

At present, the website Alexa ranks more than 40 thousand.

From the point of view of venture capital, their achievements should be good.

A platform based clothing direct sale website sells discount products of well-known brands under the line, similar to the concept of online outlets.

They seem to have a lot of advertising, and Alexa is currently around 50 thousand.

VANCL website founded in the two pioneering year is similar to the fclub above, but vjia is still more product oriented, while fclub is more brand oriented.

From the point of view of vjia's operation, vjia is a way to solve the problem of sticky and repeated consumption rate of VANCL website. It hopes to improve the utilization of customer resources by using traditional offline brands.

With the powerful financial strength of VANCL, vjia ranked Alexa at about 10 thousand in a short time (only a few months on the line) (currently ranking at around 4500).

Depth analysis:

As mentioned above, after several years of development, the survival status of these websites that sold shirts on the Internet has been concentrated on the following aspects: the successful representation of VANCL, the rapid expansion of venture capital, the rapid expansion of the scale, and the efforts to launch the next stage of the listing; after the initial extensive operation, the PPG represented a rapid decline; represented by shirtonline, it turned to the niche market, becoming a website that focuses more on a professional market; the late entry participants represented by fclub had a certain scale, and the current operation state seemed to be good, but in the long run, their survival still depended on whether they could obtain venture capital quickly; while the traditional enterprises represented by azureblu took the website as a supplement to the channel and developed relatively smoothly. Sum up