According to estimates by the Ministry of Commerce, the size of China's e-commerce transactions in 2016 is expected to reach 22 trillion yuan, of which online retail sales are 5.16 trillion yuan, an increase of 26.2% year-on-year (the retail sales of physical goods in online retail sales is 419 million yuan).
2016, textile and apparel continues to be the major e-commerce platform for the most actively traded category, e-commerce has become an important means to promote the transformation and upgrading of industry. Industrial clusters, the professional market, business associations and other efforts to support the increase in personnel training, public services and policies; enterprises pay more attention to the quality of e-commerce channels to enhance the further development of integration of online and offline; e-commerce industrial park construction has been rapid development, electronics The professional service level of the business platform has been continuously improved; the government, the market, enterprises, and professional service organizations have worked together to further improve the eco-environment of the industry.
First, the textile and apparel e-commerce is developing steadily
According to estimates, the total amount of textile and apparel e-commerce transactions in 2016 was 4.45 trillion yuan (Figure 1), an increase of 20.27% year-on-year, accounting for 20.23% of the total national e-commerce transactions. Among them, the amount of e-commerce transactions between textile and garment enterprises (B2B) was 3.45 trillion yuan, 21.05% year-on-year; the total retail sales of clothing home textiles was 985 billion yuan, up 18.53% year-on-year, accounting for 23.51% of the total retail sales of physical goods in the country.
Since 2011, the growth of e-commerce in textile and apparel has shown a steady decline. The survey shows that the e-commerce application of enterprises is gradually changing from extensive development to management that emphasizes management and improving operational quality, and has rapidly improved in brand development and operational efficiency. Large-scale enterprises focus on consumer demand, in the operation management, product design, quality control, product display, express delivery time and pre-sales and after-sales service to achieve intensive work, excellence. Under the organization of the government and the market, SMEs cooperate with well-known e-commerce platforms to develop a network market. At present, Alibaba's textile and apparel industry belt (commercial circle) involves more than 70 industrial clusters (professional markets) across the country, and has settled in nearly 900,000 small and medium-sized enterprises. Alibaba has opened up a cloud market for the textile and apparel professional market, and launched mobile e-commerce in Alipay. In this way, enterprises can enjoy the support of large-platform traffic, and also get offline professional e-commerce counseling. The most important thing is to develop. The downstream network provider channel. For example, China Textile Center Apparel City has accelerated the transformation of traditional markets by combining the offline physical market with the online 1688 cloud market to create offline sales channels. At present, China Textile 1688 cloud market has already occupied 639 merchants, accounting for 85% of the real market merchants. The online market has various categories and clear classifications. It has been favored by the majority of buyers. In 2016, merchants obtained 630 million transactions through e-commerce platforms. Yuan, the number of transactions reached 82,000.
Source: China Textile Association Information Statistics Department, Circulation Branch
Second, inter-enterprise e-commerce (B2B) continues to maintain its dominant position
In 2016, the amount of e-commerce transactions between textile and apparel companies (B2B) was 3.45 trillion yuan, a year-on-year increase of 21.05%, accounting for 77.53% of the total e-commerce transactions in the industry, and continued to maintain a dominant position in the development of e-commerce in the industry (Figure 2). .
Source: China Textile Association Information Statistics Department, Circulation Branch
The continuous improvement of e-commerce service models and service capabilities has promoted the rapid development of inter-enterprise (B2B) e-commerce. The domestic mainstream e-commerce platform service model has evolved from a trade-in-business to a closed-loop business, such as the opening of the business chain between the Alibaba 1688 platform and the Tmall Taobao retail platform, making payment, logistics and financial services more complete and smooth, while the 1688 platform and industrial clusters Cooperation with professional markets has enabled the professional services such as industry belts and cloud markets (commercial circles) to continue to be promoted, which has promoted the improvement of online and offline service capabilities. The continuous launch of regional e-commerce service organizations such as vertical e-commerce platforms and e-commerce industrial parks can provide more professional and accurate services for inter-enterprise e-commerce (B2B) applications, greatly improving the enthusiasm of enterprises to apply e-commerce.
With the in-depth application of technologies such as mobile Internet, big data and cloud computing, textile and apparel companies are paying more attention to B2B applications. The awareness of e-commerce application of large-scale enterprises has gradually increased, and information technology has been used to improve supply chain management. The proportion of network procurement and network sales has been continuously improved. And network distribution is an important way for small and medium-sized enterprises to carry out inter-enterprise e-commerce (B2B), that is, enterprises form data packets by shooting products for network providers to distribute or retail on e-commerce platforms.
Third, clothing home textile network retail continues to grow
Since 2012, the growth rate of textile and apparel network retail represented by clothing home textiles has continued to decline, but it is still the first category of domestic online retail in terms of scale. In 2016, the total retail sales of apparel home textiles totaled 985 billion yuan, an increase of 18.53% year-on-year. Among them, clothing network retail sales totaled 854 billion yuan, an increase of 18.09%; home textile network retail sales totaled 131 billion yuan, an increase of 21.52%. (image 3)
Source: China Textile Association Information Statistics Department, Circulation Branch
From the overall situation of the market, the clothing network market is developing towards branding, and well-known clothing brands have become the absolute main force of online clothing sales. In 2016, Tmall's “Double Eleven†promotion sales list, the top 10 men's wear are all well-known traditional brands in China, and the top 10 women's wearers are 9 well-known traditional brands and 1 online brand. Meanwhile, cross-border electricity supplier sea Amoy huge development space, in 2016 China's mobile phone users scouring the sea 40 million people, 36.1% of users buy clothing footwear category, 38.2% of users said they would increase the purchase of the category. The entry of high-end apparel brands such as international big names, luxury goods and light luxury into the Chinese market has not only pushed up the overall customer price of apparel and apparel categories, but also further promoted the growth of the entire market.
SMEs in industrial clusters fully integrate resources, continuously improve product quality, improve the rapid response mechanism, and form an online retail system with local characteristics. For example, Qinghe County, Hebei Province, with local cashmere resources, continuously strengthen e-commerce support, build e-commerce parks, introduce e-commerce service organizations, improve service capabilities, increase e-commerce training, guide enterprise network brand development, and e-commerce is fast. development of. In 2016, the small and medium-sized enterprises in Qinghe County opened more than 30,000 online stores through third-party platforms such as Taobao and Tmall, with annual sales exceeding 4 billion yuan, an increase of 14% year-on-year, of which “double eleven†sales exceeded 250 million. Yuan, an increase of 25% year-on-year. Qinghe County ranked 8th in the “China E-commerce Baijia County†list released by the Ali Research Institute.
Fourth, e-commerce promotes the development of professional market innovation
It is estimated that in 2016, the e-commerce transaction volume of 850 million square meters of textile and apparel professional market was 9780 billion yuan, a year-on-year increase of 20.74% (Figure 4). Compared with industry e-commerce, the proportion of e-commerce transactions in professional markets accounts for 21.98%, which is an important part of the development of e-commerce in the industry.
Source: China Textile Association Information Statistics Department, Circulation Branch
In 2016, the e-commerce transaction volume of the textile and apparel professional market accounted for 46.35% of the professional market entity transaction volume (2.11 trillion yuan). In the case of slow growth of professional market entity transaction volume, e-commerce transaction volume increased by 6 compared with 2015. Percentage points. It can be seen that Internet applications represented by e-commerce have gradually become an important way for professional market merchants to expand channels, increase sales and innovate. For example, Guangzhou International Textile City provides “5+1†e-commerce basic supporting services for the settled entities, and creates an O2O e-commerce system covering various scenarios and terminals. That is, through the website, micro-site, mobile client, on-site shopping guide equipment, WeChat service number five online experience channels and textile city e-commerce customer service center - spinning city, to provide full-service for merchant e-commerce applications. The spinning city platform is the connecting point of the O2O e-commerce service chain. It not only provides a good environment for buyers and suppliers, but also greatly enhances the purchasing experience and operational efficiency, and also closes buyers and entities. The distance between the stores promotes the deep integration of surface and accessories trade and informationization. In 2016, Guangzhou International Textile City centered on the information construction of more than 3,000 merchants. Through on-site guidance, professional services and continuous training, the total number of products on the e-commerce platform was over 100,000, and the total number of products searched was 200,000. The official website has a daily average of 12,500 person-times, APP has nearly 9,000 cumulative users, and the total number of WeChat service users exceeds 110,000. The purchaser has released nearly 30,000 real and effective purchase information through the purchase platform. Among them, 20,000 pieces of information have been manually forwarded to WeChat and returned by telephone. More than 6,000 pieces of information have been effectively replied by the entity. The comprehensive application of e-commerce has promoted the informationization and intelligentization of the textile city market, and laid the foundation for the expansion of merchant network channels.
V. Further improvement of e-commerce public services
E-commerce has become an important driving force for the transformation and upgrading of the textile and garment industry. Industrial clusters, professional markets and business associations have integrated resources to strengthen the construction of e-commerce public services and create a good application environment for enterprise e-commerce applications. The first is to strengthen the construction of e-commerce platforms and improve professional service capabilities. The specialized e-commerce platform is an important force for the development of e-commerce in industrial clusters and professional markets. These platforms are rooted in the soil, better understand the needs of enterprises, and are recognized with precise and personalized services. In 2016, Shengze Town of Shengze Town opened the O2O Fabric Experience Hall in three professional markets including Guangzhou Zhongda, Shaoxing Keqiao and Hangzhou Sijiqing. After the Changshu online mobile platform was launched, the number of multi-channel registered users was nearly 30,000. The number of active users per day exceeds 3,000. The online transaction volume of B2B and B2C exceeds one million yuan, and the transaction volume exceeds 10 million yuan. China Mao Knitting Network is a senior Internet service company of the brothel, which is constantly optimizing the PC and mobile. On the basis of the service function, the online and offline promotion efforts will be intensified. At present, there are 230,000 registered users and 1,102 merchants, with a daily average of 7,000 visits and a transaction volume of 36.12 million yuan, which has become the e-commerce development of the brothel sweater industry. Important channels and service providers. Second, the construction of e-commerce industrial parks will be further promoted. The construction of e-commerce industrial parks has become an important means for the industry to promote e-commerce applications. For example, Humen E-commerce Industrial Park, the first national “E-commerce Demonstration Base†in the textile and garment industry, established the Dongguan E-Commerce Public Service Center, 1840 E-Commerce Photography Base and Humen E-commerce Operation Center in 2016, and introduced Ali. The Baba cross-border e-commerce township operation center, the national college e-commerce and e-government joint laboratory (Dongguan branch), clothing e-commerce quality alliance and other units and groups have greatly enhanced the comprehensive strength and industry influence of the park. Changshu Zhongfu E-commerce Industrial Park has continuously increased construction investment. The new completed construction has used the Garment City Express Storage and Distribution Center, Mocheng E-Commerce Park Phase II, and Changshu E-Commerce Service Outsourcing Industrial Park, with a total scale of over 100,000 square meters. At present, there are more than 230 merchants, the annual sales scale has exceeded 1.5 billion, and 80% of e-commerce service providers in Changshu have gathered in the region to build a relatively complete e-commerce service system. The third is to strengthen guidance and standardize the development of regional e-commerce. The relevant management departments of industrial clusters actively explore various methods in regional e-commerce applications, and specifically introduce measures to regulate market operations, such as establishing a market credit system, ensuring the quality of goods and regulating enterprises, and ensuring the work at the front end of the network; E-commerce association, strengthen industry self-discipline, standardize business operations; establish data sharing mechanism, realize dynamic information grasp, strengthen online market operation management; participate in e-commerce related standards formulation, and raise corporate standards awareness.
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