There Will Be A Polarization Trend In The Online Clothing Sales Market.

The quarterly monitoring report on China's online retail B2C market, released in the first quarter of 2015, shows that in the first quarter of this year, the scale of China's online retail B2C market was 398 billion 640 million yuan, an increase of 53.9% over the same period last year.

Data show that the scale of online retail B2C market in the first quarter of this year was seasonally reduced compared with the fourth quarter of 2014. On the one hand, last year, "double eleven" overdrew consumer enthusiasm; on the other hand, the first quarter coincided with the Spring Festival holiday, which also had a certain impact on online shopping.

But the entire online retail B2C market is still showing rapid growth.

Tmall continues to take the lead with 52.5% market share. Jingdong's market share has further increased to 21.3%, and the market share of suning.com, vip.com, Amazon China and Dangdang and other mainstream e-commerce platforms have basically remained stable.

According to Analysys think tank, the entire online retail B2C market has entered a relatively mature stage, and e-commerce enterprises have entered the new stage of business expansion.

Cross border electricity providers, consumer finance, intelligent hardware, e-commerce logistics are new development priorities, not only for business expansion, but also for building the moat of enterprises.

Online promotion of famous clothing brands

The first quarter is the season of spring and summer clothing changing season. It coincides with the two festival of "3.8 goddess Festival" and "men's God Festival". The overall sales of clothing and clothing are not as good as the "double eleven" in 2014, but still maintain a relatively high growth rate.

Data show that in the first quarter, the scale of clothing trade in China's B2C market reached 120 billion 540 million yuan, up 54.1% over the same period last year.

In terms of market structure, Tmall still takes the lead with 69.9% market share. Jingdong relies on third party open platform resources to achieve rapid growth in clothing category, with a market share of 8.5%.

Rank third.

There are many new features in the online apparel market.

First is the international famous brand and the famous brand's touches. This trend is mainly influenced by the investment policies of Tmall and Jingdong in the field of clothing and apparel.

The proportion and influence of famous brands online clothing market have been continuously improved, and occupy an increasingly important position.

Experts believe that the online clothing sales market will have a polarization trend. Tmall, Jingdong, Dangdang and other platforms will become the display window of famous brands. Taobao, pat and other platforms will gradually take the low-end route.

Rapid growth of mobile terminal market

With the upgrading of smart phone, mobile payment and mobile Internet technology level and penetration rate, the convenience of mobile Internet shopping has been further reflected. Mobile Internet shopping has changed from price and promotion to convenience driven stage.

The quarterly monitoring report of China mobile shopping market released in the first quarter of 2015, released by Analysys think tank, showed that in the first quarter of 2015, the scale of China Mobile online shopping market reached 296 billion 680 million yuan, up 116.1% over the same period last year, and continued to maintain rapid growth.

Mobile phone Taobao + Tmall still has a larger lead, a share of 82.5%; driven by Jingdong WeChat shopping and mobile QQ, Jingdong mobile terminal market share grew by 9.2%; mobile vip.com's market share was 1.4%; mobile phone suning.com's market share was 1.1%; mobile phone Dangdang market share was 0.6%, ranking two, an increase of 160% over the same period.

3C category enters low growth channel

Data show that in the first quarter of 2015, the scale of 3C trading in China's B2C market was 123 billion 450 million yuan, an increase of 51.1% over the same period last year.

From the overall market situation, in the first quarter, 3C household appliances entered a low growth path, especially in the category of household appliances. In 2014, the "double eleven" led to the advance of household appliance exchange season, and consumer demand was released in advance, which affected the sale of 3C household appliances in the first quarter of this year.

From the perspective of market structure, Jingdong's market share in the category of 3C appliances returned to the top, reaching 38.9%; Tmall fell seasonally, the market share ranked second, 34.5%, suning.com ranked third, and the market share was 10%.

With regard to the main appliance business platform, Jingdong has pformed the whole category of platform based electricity supplier, intelligent hardware has become the strategic point of future Jingdong; Suning is in the direction of red child mother and infant, Suning supermarket and so on.

At this stage, the 3C appliance market is characterized by high volume and low margin, and the growth is weak. Expanding the new category and new business is the focus of the development of the electricity supplier.

Rapid growth of mother and infant category

In the first quarter, Suning, Jingdong and other integrated e-commerce platforms launched targeted promotions for mother and infant category, while vertical manufacturers launched a promotional war. The scale of the market paction continued to maintain a relatively fast growth rate under the joint promotion of manufacturers.

The scale of pactions reached 26 billion 360 million yuan, an increase of 51.9% over the same period last year.

In terms of market structure,

Jingdong and suning.com still occupy the top three of the industry, of which Tmall accounts for more than half of the market share in the first quarter.

Suning has maintained a rapid growth momentum in the category of mother and infant, and the market share has increased.

In addition to comprehensive platform, vertical mother and infant

The platform is also gradually contributing. In March 2015, honey bud baby launched a round of price war between mother and baby business with diapers as a starting point.

At the same time, offline maternal and child retail is also actively accelerating the expansion of online business. Le you continue to improve the online and offline O2O's full channel construction, and online business has increased rapidly in the sales volume of Yue you.