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Analysys: In 2016 Q2, the Transaction Size of Apparel Category in China’s B2C Market Reached RMB 208.90 Billion, and the E-commerce Platforms Witnessed Quality-oriented Upgrading with a Focus on Operating Mode and Marketing Innovation
The Quarterly Monitoring Report on B2C Market in China 2016 Q2 published by the Analysys shows that, in 2016 Q2, the transaction size of the apparel category in China’s B2C market reached RMB 208.90 billion, a jump of 44.7% year on year.
  • 29 Nov, 2016
  • E-commerce
  • 293
The Quarterly Monitoring Report on B2C Market in China 2016 Q2 published by the Analysys shows that, in 2016 Q2, the transaction size of the apparel category in China’s B2C market reached RMB 208.90 billion, a jump of 44.7% year on year.
Q2 is the changing season of spring and autumn festival, and also the large e-commerce promotional season with three promotional activities of “April 19”, “April 20” and “June 18”, all of which drove the overall growth of online apparel market.
In terms of the market competition landscape, Tmall.com held the lead with the market share of 77.1%, and JD.com ranked the second with the market share of 9.5%. The market share of Vip.com was 8.2%, ranking the third.  
As the China’s consumer market is upgrading unceasingly, the personalized preference and diversified needs continue to be the highlight for the rising of apparel products. When buying apparels online, consumers are not merely attracted by cheap price and hot patterns, but pay more attention to both quality and brand. Meanwhile, Chinese market is considered as an important growth region of apparel products. More overseas luxury brands flood into the Chinese market.
The large promotional activity on “June 18” revealed that domestic e-commerce platforms continue to deepen the quality-oriented and internationalized strategy for apparel category. On the one hand, they expand the category of apparel and accessories category and strengthen the apparel commodities of advantageous brands, so as to further enhance the proportion of female users and consolidate the retention of users; on the other hand, they also take the advantage of their own traffic to help brands achieve the full-chain operations, digital marketing, brand operating and strategic layout in the Chinese market, so as to upgrade the quality of commodities in the platforms.  
Domestic users are still enthusiastic about the expectations to shopping experience. In aspect of front-end supply chain, apparel brand vendors need accelerate their response to the purchase orders of small amount, so as to realize the efficient and flexible production in the wave of the general trend. Viewed from the back-end marketing, e-commerce platforms are increasingly advocating the innovation by means of operation and marketing, expanding the display landscape of non-standard products of apparel and accessories category. As a result, they are gradually shifting from the modes of traditional operations to the mode of community operation and fans operation.
Definition of research
Online retail: it refers to the commodity retail trading activities of two parties taking the Internet as a medium, namely the organization and transmission of information on the Internet, which can achieve the transfer of the ownership of tangible goods and intangible goods.
B2C online retail: it refers to the business model that the enterprises sell products to consumers with the help of the network. The conventional statistical data doesn’t include the self-built platform of the enterprise.
C2C: it refers to the business model of commodity trading reached between the users on the online trading platform provided by the enterprises.
The transactions in this statistical report are summarized in accordance with the orders of the user, including the cancellation of orders, procurement of suppliers (including scalper orders) and invalid orders caused by inventory information error.
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