在(zai)電商(shang)中，服裝類(lei)一直都(dou)是需(xu)求(qiu)量大，復夠(gou)率高的類(lei)別，是電商(shang)企業爭(zheng)奪用戶(hu)潛力(li)最大的品類(lei)市場。接下來，大家就跟隨買(mai)購網一起看(kan)看(kan)2019年服裝類(lei)電子商(shang)務的發展趨勢。
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、七格格等淘品牌(pai)，另外反向定制的C2M電商量品、必要商城也嶄露頭角。
二、線上線下的無縫銜接將成為新的消費趨勢
數據顯示，96%的(de)千禧一(yi)代在(zai)實體店購(gou)物時使用手機支付，手機等移(yi)動(dong)設備已成為(wei)千禧一(yi)代的(de)購(gou)物伴侶(lv)。未來，線上線下的(de)無縫連接(jie)將(jiang)成為(wei)新(xin)的(de)消費趨勢，而全渠(qu)道的(de)服裝企業與(yu)零售(shou)商將(jiang)成為(wei)真正贏家。盡可能多的(de)購(gou)物選擇一(yi)方面拓寬了服裝品牌的(de)銷(xiao)售(shou)渠(qu)道，另一(yi)方面也(ye)可以最大程度優化消費者(zhe)的(de)購(gou)物體驗。
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、凡客陳年、茵蔓方建華、韓都趙迎光，以及淘品(pin)(pin)(pin)牌(pai)(pai)紅標桿張大奕等等都成(cheng)為了服裝(zhuang)行業不可不知的(de)“網紅”人物。尤其是卡賓先生(sheng)，在(zai)2016年底代言擁有180多(duo)年歷史的(de)法國奢侈品(pin)(pin)(pin)品(pin)(pin)(pin)牌(pai)(pai)Christofle，成(cheng)為該(gai)品(pin)(pin)(pin)牌(pai)(pai)2017年中國品(pin)(pin)(pin)牌(pai)(pai)大使。
四、童裝需求增加，運動服飾預計將繼續領跑
“二胎政策”的(de)(de)全面(mian)實施使新生(sheng)嬰兒的(de)(de)數量(liang)保持甚至超越目前的(de)(de)高增長(chang)率，嬰幼兒服(fu)(fu)(fu)飾(shi)的(de)(de)需求(qiu)(qiu)隨之增加，同時(shi)，大(da)(da)齡童裝消費(fei)也(ye)在(zai)加速增長(chang)。未(wei)來，伴隨童裝消費(fei)需求(qiu)(qiu)的(de)(de)增加童裝市(shi)場將依舊(jiu)一片大(da)(da)好，相(xiang)關(guan)(guan)數據表明(ming)，童裝市(shi)場規模(mo)有望在(zai)2017年(nian)(nian)突破1500億元(yuan)。此(ci)外，2017年(nian)(nian)，運(yun)動服(fu)(fu)(fu)飾(shi)預計將繼續領跑(pao)，盡管與2016年(nian)(nian)相(xiang)比(bi)，勢頭會相(xiang)對(dui)減弱，但運(yun)動休閑服(fu)(fu)(fu)飾(shi)仍(reng)將保持增長(chang)之勢。運(yun)動服(fu)(fu)(fu)飾(shi)的(de)(de)飛速發展得益于人們對(dui)健康的(de)(de)新生(sheng)活方式的(de)(de)追求(qiu)(qiu)。不少時(shi)裝品(pin)牌(pai)推出了自己(ji)的(de)(de)運(yun)動服(fu)(fu)(fu)裝和產品(pin)線，而運(yun)動品(pin)牌(pai)也(ye)為了給顧客提供健康體驗推出相(xiang)關(guan)(guan)活動。
五、智能服裝或成關鍵風口
近些(xie)年，智(zhi)(zhi)能風(feng)蔓延到了服(fu)裝(zhuang)市場(chang)，基(ji)于大數(shu)據、物聯網、技術創新等層面應運(yun)而(er)生智(zhi)(zhi)能服(fu)裝(zhuang)，正在(zai)逐漸成為未來(lai)服(fu)裝(zhuang)行業(ye)的(de)一個關鍵風(feng)口。不少品牌都紛(fen)紛(fen)試水智(zhi)(zhi)能服(fu)裝(zhuang)：以Polo衫(shan)成名(ming)的(de)Ralph Lauren設計(ji)了一款可檢測用戶心率、呼吸頻(pin)率的(de)智(zhi)(zhi)能T恤，柒牌也已經全面進(jin)軍智(zhi)(zhi)能時尚領域。
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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年網(wang)(wang)(wang)(wang)站數(shu)據庫共收(shou)(shou)(shou)(shou)(shou)錄(lu)(lu)(lu)(lu)網(wang)(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)15654家(jia)(jia)，其中小品(pin)牌網(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)總比最多(duo)，達到8467家(jia)(jia)，其次為(wei)(wei)(wei)(wei)(wei)品(pin)牌旗(qi)(qi)艦(jian)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)，收(shou)(shou)(shou)(shou)(shou)錄(lu)(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)牌特(te)許店(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)收(shou)(shou)(shou)(shou)(shou)錄(lu)(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)東(dong)旗(qi)(qi)艦(jian)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)收(shou)(shou)(shou)(shou)(shou)錄(lu)(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)東(dong)自(zi)營店(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)收(shou)(shou)(shou)(shou)(shou)錄(lu)(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)，拼多(duo)多(duo)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)鋪(pu)(pu)收(shou)(shou)(shou)(shou)(shou)錄(lu)(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)東(dong)特(te)許店(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)收(shou)(shou)(shou)(shou)(shou)錄(lu)(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)，唯品(pin)會店(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)鋪(pu)(pu)收(shou)(shou)(shou)(shou)(shou)錄(lu)(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(su)寧(ning)旗(qi)(qi)艦(jian)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)收(shou)(shou)(shou)(shou)(shou)錄(lu)(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(pu)(pu)收(shou)(shou)(shou)(shou)(shou)錄(lu)(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)牌商(shang)城收(shou)(shou)(shou)(shou)(shou)錄(lu)(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(su)寧(ning)自(zi)營店(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)收(shou)(shou)(shou)(shou)(shou)錄(lu)(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(zhong)國(guo)產業(ye)調研網(wang)發布的(de)(de)(de)(de)(de)2017年中(zhong)國(guo)服(fu)(fu)裝行業(ye)現狀(zhuang)研究(jiu)分(fen)析與市(shi)場前景預測報告顯示，服(fu)(fu)裝行業(ye)高速的(de)(de)(de)(de)(de)發展(zhan)促(cu)使市(shi)場目(mu)前處于供過于求(qiu)的(de)(de)(de)(de)(de)狀(zhuang)態，眾多(duo)品(pin)牌面臨庫存壓力(li)。在服(fu)(fu)裝市(shi)場，轉型主要有兩個(ge)方向：一(yi)是(shi)開拓更多(duo)的(de)(de)(de)(de)(de)渠(qu)(qu)道(dao)，為(wei)過去的(de)(de)(de)(de)(de)庫存找到銷路(lu)；二是(shi)找到更高利潤空間的(de)(de)(de)(de)(de)市(shi)場“藍海”。而電(dian)子商(shang)務渠(qu)(qu)道(dao)的(de)(de)(de)(de)(de)拓展(zhan)有效的(de)(de)(de)(de)(de)幫助企(qi)業(ye)解決去庫存的(de)(de)(de)(de)(de)問(wen)題。新渠(qu)(qu)道(dao)的(de)(de)(de)(de)(de)發展(zhan)成為(wei)服(fu)(fu)裝這個(ge)成熟市(shi)場的(de)(de)(de)(de)(de)亮(liang)點，絕大多(duo)數品(pin)牌已(yi)經布局電(dian)子商(shang)務渠(qu)(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
