Is the e-commerce future growth point online or offline? Inman and Handu clothing are very different

According to the understanding of the world clothing and footwear network, on August 28th, the annual meeting of the generation was staged a wonderful debate on “The new growth point of e-commerce future is from online or offline?”

It is composed of Yinman Laofang and Han Hou’s president Xiao Rongzhen, who support the e-commerce new growth point online. Zhao Yingguang, the founder of Handu Yishe, and Xiao Shangluo, the founder of Yundu, formed an anti-party, and their new growth point of support for e-commerce is still online.

Inman's old side: The new growth point of the current brand, the traditional brand is more from the online, and the Internet brand from the offline share is higher. In the future, online and offline integration is a big trend, and Internet brands should choose whether to go offline according to their own development stage.

Fang Jianhua made an analogy: the online and offline of a brand is like the two legs of a person. If you have two legs on the line and the line, the result of walking and running is different.

“I don’t encourage all Internet brands to go offline immediately. Huimei Group has multiple brands. The focus of the current line is to focus on “Inman” and test new retail.”

Just as the early Amoy brand has done a good job online, but now these TOP-level Internet clothing brands are in the mainstream of consumption.

Of course, this volume is not comparable to Uniqlo, HM, ZARA and domestic traditional first-line brands; it is because of strong brand power, such as Uniqlo, whether in Japan, China, or online, including the big 11 I saw that they broke out, and let everyone see the power of product power and brand power.

On the contrary, Xiaomi was originally only sold online, while brands such as vivo and OPPO have more than 200,000 offline stores, and the coverage has penetrated into county-level cities. In just a few years, sales have reached 69.20 million units and 78.4 million units. The volume of the volume is much higher than that of Xiaomi. Therefore, Lei Jun has also been rushing to the market, and the Xiaomi Experience Store under the large-scale layout has publicly announced that the target will reach 1,000 in the next three years.

In Fang Jianhua's view, the online is important, but where is the consumer, where should the brand be. Clothing is a non-standard product, you need to try on the experience, feel the texture and comfort of the fabric. In recent years, the launch of traditional brands has put a lot of pressure on many Amoy brands that started with e-commerce. It is not difficult to find that all brands with high coverage of offline stores have stronger brand power and will start faster in the future.

At the same time, online costs are increasing year by year, and offline costs are decreasing year by year. The two complement each other and promote each other.

At present, the clothing category now accounts for about 20% of the online, so the offline is still a big battlefield, and online and offline can complement each other.

"E-commerce is old. I hope that Zhao can join me in embracing new retail and become the main theme of the future industry." Fang Jianhua said.

Zhao Yingguang's point of view: Handu clothing is determined not to do offline, new retail is not omnipotent.

In Zhao Yingguang's view, there is still a lot of room for development on the line. The reason why there will be a lot of Internet turn around to do offline, just see the online growth does not move, want to see if there is a chance under the line. But so far, basically no such success stories have been seen.

Zhao Yingguang said three sets of data: 1) the frequency and amount of online shopping for consumers increased in the past three years; 2) the average online active time in China after 90 years exceeded 5 hours; 3) 5G began trial at the end of 2017, the traffic cost will decrease , faster and more capacity. These data show that the online market is still expanding.

So what do future consumers think of as luxury? It is time. In the future, when consumers choose the scene of consumption, they are not using cheap as the core appeal, but how to make full use of the fragmentation time. This is the core appeal, all day long. Time to spend is a luxury for future consumers.

Zhao Yingguang also made it clear that in the future, Handu Yishe will not do offline.

At the same time, the online growth rate of the first half of this year reached 100%, and the offline opening speed is still lower, which also deepened Zhao Yingguang's optimism about the online market.

He believes that many people ignore some indicators: conversion rate and customer unit price. First of all, online people continue to increase, just because the competition is getting more and more intense, but the conversion rate is only 1%, 2%. If you use better technology, better methods, increase conversion rate and increase customer unit price, it is effectively reduced. The method of cost.

The new retail that is now mentioned is not omnipotent in his view. E-commerce is still a sunrise and more focused.

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