在電商中，服裝(zhuang)類一直都是(shi)需(xu)求量大，復(fu)夠率(lv)高的類別，是(shi)電商企業爭奪用戶潛力最大的品(pin)類市(shi)場。接下(xia)來，大家就跟隨買購網一起看看2019年服裝(zhuang)類電子商務的發展(zhan)趨勢。
一、發展現狀：服裝電商進入成熟期
由于網絡購物的優惠價格及方便快捷的服務，網絡購物日益成為越來越大眾的消費行為，網絡市場的巨大潛力吸引眾多品牌企業搶灘登陸。在目前的服裝電商市場上，除大型綜合性電商外，邦購網、瑪薩瑪索、夢芭莎、凡客誠品等垂直服裝電商也占據了一定的市場份額，而從運營模式上看，既有優衣庫、綾致服裝、紅領集團、衣邦人等O2O電商，又有韓都衣舍、茵曼、裂帛、七格格等淘品(pin)牌，另外反向(xiang)定(ding)制的C2M電商(shang)量(liang)品(pin)、必要(yao)商(shang)城也嶄露頭角。
二、線上線下的無縫銜接將成為新的消費趨勢
數據顯(xian)示(shi)，96%的千禧(xi)一代(dai)在實體店購(gou)物(wu)時使用手機(ji)支付，手機(ji)等移動設備(bei)已成為(wei)千禧(xi)一代(dai)的購(gou)物(wu)伴侶(lv)。未來，線上線下的無縫(feng)連(lian)接將成為(wei)新(xin)的消(xiao)費趨勢，而全(quan)渠道的服裝(zhuang)企業與零售(shou)商將成為(wei)真正贏(ying)家(jia)。盡可(ke)能(neng)多的購(gou)物(wu)選(xuan)擇一方面拓寬(kuan)了服裝(zhuang)品牌的銷售(shou)渠道，另一方面也可(ke)以最大程度優化消(xiao)費者的購(gou)物(wu)體驗。
三、網紅孵化器行業級網紅相繼涌現
雖然網紅經濟已成常態，但行業級的網紅仍將是服裝行業的趨勢之一。在剛剛過去的一年里，不少服裝品牌的老板、創始人等紛紛開始自己做起了網紅：卡賓先生(楊紫明)、七匹狼周少雄(xiong)、凡客陳年(nian)、茵(yin)蔓(man)方建華、韓都(dou)趙迎光(guang)，以及淘品(pin)牌紅(hong)標桿張(zhang)大奕等等都(dou)成為(wei)了服(fu)裝(zhuang)行業不(bu)可不(bu)知(zhi)的(de)(de)“網(wang)紅(hong)”人物。尤其(qi)是卡賓先生(sheng)，在2016年(nian)底代言擁(yong)有180多(duo)年(nian)歷史的(de)(de)法國奢侈品(pin)品(pin)牌Christofle，成為(wei)該品(pin)牌2017年(nian)中國品(pin)牌大使。
四、童裝需求增加，運動服飾預計將繼續領跑
“二(er)胎政策”的(de)全(quan)面實施使新生嬰兒的(de)數(shu)量保(bao)持甚(shen)至超越目前的(de)高增長率，嬰幼兒服(fu)飾(shi)的(de)需求(qiu)隨之(zhi)(zhi)增加(jia)，同時，大齡(ling)童裝消費也在加(jia)速增長。未來，伴(ban)隨童裝消費需求(qiu)的(de)增加(jia)童裝市場(chang)將依(yi)舊一片大好，相(xiang)(xiang)關數(shu)據表明，童裝市場(chang)規模有(you)望(wang)在2017年(nian)(nian)(nian)突破1500億元。此(ci)外，2017年(nian)(nian)(nian)，運動(dong)服(fu)飾(shi)預(yu)計將繼續領跑，盡(jin)管(guan)與2016年(nian)(nian)(nian)相(xiang)(xiang)比，勢頭(tou)會(hui)相(xiang)(xiang)對減弱，但運動(dong)休閑服(fu)飾(shi)仍將保(bao)持增長之(zhi)(zhi)勢。運動(dong)服(fu)飾(shi)的(de)飛速發展得(de)益于人(ren)們對健康的(de)新生活(huo)方式(shi)的(de)追求(qiu)。不少(shao)時裝品(pin)牌推出了(le)自己的(de)運動(dong)服(fu)裝和產品(pin)線(xian)，而運動(dong)品(pin)牌也為(wei)了(le)給顧客提供健康體驗推出相(xiang)(xiang)關活(huo)動(dong)。
五、智能服裝或成關鍵風口
近些(xie)年，智(zhi)能(neng)風蔓延到(dao)了服(fu)裝(zhuang)市場(chang)，基于大數(shu)據、物(wu)聯網、技術(shu)創(chuang)新等層面應運而生智(zhi)能(neng)服(fu)裝(zhuang)，正在逐(zhu)漸(jian)成(cheng)為未來服(fu)裝(zhuang)行業的(de)(de)一個關鍵風口。不少品牌都紛(fen)紛(fen)試水智(zhi)能(neng)服(fu)裝(zhuang)：以Polo衫成(cheng)名(ming)的(de)(de)Ralph Lauren設計了一款可(ke)檢(jian)測用戶心率、呼(hu)吸頻率的(de)(de)智(zhi)能(neng)T恤，柒(qi)牌也(ye)已(yi)經全面進軍智(zhi)能(neng)時尚領域(yu)。
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25.46%（3986家） |
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5.10%（798家） |
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9.47%（1482家） |
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3.76%（588家） |
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0.15%（23家） |
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0.61%（95家） |
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54.09%（8467家） |
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10.66%（1669家） |
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3.62%（566家） |
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1.87%（292家） |
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0.23%（36家） |
0.38%（60家） |
2021年(nian)網(wang)(wang)(wang)(wang)站數(shu)據(ju)庫(ku)共收(shou)錄(lu)(lu)(lu)網(wang)(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)15654家(jia)(jia)，其中(zhong)小品(pin)牌(pai)網(wang)(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)的網(wang)(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)占(zhan)總比最(zui)多，達(da)到8467家(jia)(jia)，其次為(wei)(wei)(wei)(wei)(wei)品(pin)牌(pai)旗艦店(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)，收(shou)錄(lu)(lu)(lu)網(wang)(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)為(wei)(wei)(wei)(wei)(wei)3986家(jia)(jia)，品(pin)牌(pai)特(te)許店(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)收(shou)錄(lu)(lu)(lu)網(wang)(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)為(wei)(wei)(wei)(wei)(wei)1669家(jia)(jia)，京(jing)(jing)東旗艦店(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)收(shou)錄(lu)(lu)(lu)網(wang)(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)為(wei)(wei)(wei)(wei)(wei)1482家(jia)(jia)，京(jing)(jing)東自營店(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)收(shou)錄(lu)(lu)(lu)網(wang)(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)為(wei)(wei)(wei)(wei)(wei)798家(jia)(jia)，拼(pin)多多店(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)鋪收(shou)錄(lu)(lu)(lu)網(wang)(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)為(wei)(wei)(wei)(wei)(wei)588家(jia)(jia)，京(jing)(jing)東特(te)許店(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)收(shou)錄(lu)(lu)(lu)網(wang)(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)為(wei)(wei)(wei)(wei)(wei)566家(jia)(jia)，唯(wei)品(pin)會店(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)鋪收(shou)錄(lu)(lu)(lu)網(wang)(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)為(wei)(wei)(wei)(wei)(wei)292家(jia)(jia)，蘇寧旗艦店(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)收(shou)錄(lu)(lu)(lu)網(wang)(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)為(wei)(wei)(wei)(wei)(wei)95家(jia)(jia)，企業店(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)鋪收(shou)錄(lu)(lu)(lu)網(wang)(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)為(wei)(wei)(wei)(wei)(wei)60家(jia)(jia)，品(pin)牌(pai)商城(cheng)收(shou)錄(lu)(lu)(lu)網(wang)(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)為(wei)(wei)(wei)(wei)(wei)36家(jia)(jia)，蘇寧自營店(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)收(shou)錄(lu)(lu)(lu)網(wang)(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)為(wei)(wei)(wei)(wei)(wei)23家(jia)(jia)。
據中國(guo)產業(ye)調(diao)研(yan)網發(fa)布的(de)(de)2017年中國(guo)服裝(zhuang)(zhuang)(zhuang)行業(ye)現狀研(yan)究分析(xi)與市(shi)場前景預測(ce)報告顯示，服裝(zhuang)(zhuang)(zhuang)行業(ye)高速的(de)(de)發(fa)展(zhan)促使市(shi)場目前處于供過于求(qiu)的(de)(de)狀態，眾多品牌(pai)(pai)面臨庫(ku)存壓(ya)力。在服裝(zhuang)(zhuang)(zhuang)市(shi)場，轉型主要有(you)兩個(ge)方向：一(yi)是開拓更(geng)多的(de)(de)渠(qu)道(dao)，為過去的(de)(de)庫(ku)存找(zhao)(zhao)到(dao)銷路；二(er)是找(zhao)(zhao)到(dao)更(geng)高利潤空間的(de)(de)市(shi)場“藍(lan)海”。而電(dian)子商務(wu)渠(qu)道(dao)的(de)(de)拓展(zhan)有(you)效的(de)(de)幫助企業(ye)解決(jue)去庫(ku)存的(de)(de)問題。新渠(qu)道(dao)的(de)(de)發(fa)展(zhan)成為服裝(zhuang)(zhuang)(zhuang)這個(ge)成熟市(shi)場的(de)(de)亮(liang)點，絕大多數品牌(pai)(pai)已(yi)經布局電(dian)子商務(wu)渠(qu)道(dao)。
優衣庫
颯拉
樂町
維沙曼
ONLY
韓都衣舍
歐時力
太平鳥
美特斯邦威
森馬
