在電(dian)商(shang)中，服裝類一直都是需(xu)求量大(da)，復夠率高(gao)的(de)類別，是電(dian)商(shang)企業爭奪用戶潛力最(zui)大(da)的(de)品(pin)類市(shi)場。接(jie)下來，大(da)家(jia)就(jiu)跟隨買購(gou)網一起看看2019年(nian)服裝類電(dian)子商(shang)務的(de)發展(zhan)趨(qu)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(tao)品牌，另外反(fan)向定制的C2M電商(shang)量品、必要商(shang)城也(ye)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(dai)在實體(ti)(ti)店購物(wu)(wu)時使用手機支付，手機等移(yi)動設(she)備已(yi)成為千禧一(yi)代(dai)的(de)購物(wu)(wu)伴(ban)侶。未來，線(xian)上(shang)線(xian)下的(de)無縫連接將成為新的(de)消(xiao)費趨(qu)勢，而全渠道的(de)服裝(zhuang)企業(ye)與零售商(shang)將成為真(zhen)正贏家。盡可(ke)能多的(de)購物(wu)(wu)選擇一(yi)方面拓寬了服裝(zhuang)品牌的(de)銷售渠道，另(ling)一(yi)方面也可(ke)以(yi)最大程度優化消(xiao)費者(zhe)的(de)購物(wu)(wu)體(ti)(ti)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(ke)陳年、茵(yin)蔓方建(jian)華、韓都(dou)趙迎光，以及淘品牌紅標(biao)桿(gan)張(zhang)大奕等等都(dou)成為(wei)了服裝行業不可不知的“網紅”人物。尤其是卡賓先生，在(zai)2016年底(di)代言擁有180多年歷史(shi)的法國(guo)奢(she)侈品品牌Christofle，成為(wei)該品牌2017年中國(guo)品牌大使。
四、童裝需求增加，運動服飾預計將繼續領跑
“二胎(tai)政策”的(de)(de)(de)全面實施使(shi)新生嬰兒的(de)(de)(de)數量(liang)保持甚至(zhi)超越目(mu)前(qian)的(de)(de)(de)高增(zeng)(zeng)長(chang)率，嬰幼兒服(fu)(fu)(fu)飾(shi)的(de)(de)(de)需(xu)求(qiu)隨(sui)之增(zeng)(zeng)加，同時(shi)，大齡(ling)童裝(zhuang)消(xiao)費也(ye)在(zai)加速增(zeng)(zeng)長(chang)。未來，伴隨(sui)童裝(zhuang)消(xiao)費需(xu)求(qiu)的(de)(de)(de)增(zeng)(zeng)加童裝(zhuang)市場將(jiang)依(yi)舊一片大好(hao)，相(xiang)(xiang)關數據表明，童裝(zhuang)市場規模有望在(zai)2017年突破1500億元。此外，2017年，運動(dong)(dong)服(fu)(fu)(fu)飾(shi)預計將(jiang)繼(ji)續領跑(pao)，盡管與2016年相(xiang)(xiang)比，勢頭會(hui)相(xiang)(xiang)對(dui)減弱，但(dan)運動(dong)(dong)休閑服(fu)(fu)(fu)飾(shi)仍將(jiang)保持增(zeng)(zeng)長(chang)之勢。運動(dong)(dong)服(fu)(fu)(fu)飾(shi)的(de)(de)(de)飛(fei)速發展(zhan)得益(yi)于人們(men)對(dui)健康的(de)(de)(de)新生活(huo)方(fang)式的(de)(de)(de)追求(qiu)。不少(shao)時(shi)裝(zhuang)品牌推出了自己的(de)(de)(de)運動(dong)(dong)服(fu)(fu)(fu)裝(zhuang)和(he)產品線(xian)，而運動(dong)(dong)品牌也(ye)為了給顧客提供健康體驗推出相(xiang)(xiang)關活(huo)動(dong)(dong)。
五、智能服裝或成關鍵風口
近些年，智(zhi)能(neng)風蔓延到了服(fu)裝市場，基于大(da)數(shu)據(ju)、物聯網、技術創新等層面應運(yun)而生智(zhi)能(neng)服(fu)裝，正在逐漸成為未來服(fu)裝行業的一個(ge)關鍵風口。不少品牌都紛紛試水智(zhi)能(neng)服(fu)裝：以Polo衫(shan)成名的Ralph Lauren設(she)計了一款可(ke)檢測用戶心率(lv)、呼(hu)吸頻率(lv)的智(zhi)能(neng)T恤，柒牌也已經全面進軍智(zhi)能(neng)時尚領(ling)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(nian)網(wang)(wang)(wang)(wang)站數據庫共收(shou)(shou)(shou)(shou)(shou)錄(lu)網(wang)(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)15654家(jia)(jia)，其(qi)中小品(pin)牌網(wang)(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)的(de)網(wang)(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)占總比(bi)最多，達(da)到8467家(jia)(jia)，其(qi)次為(wei)(wei)(wei)品(pin)牌旗(qi)艦(jian)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)，收(shou)(shou)(shou)(shou)(shou)錄(lu)網(wang)(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)為(wei)(wei)(wei)3986家(jia)(jia)，品(pin)牌特(te)許店(dian)(dian)(dian)(dian)(dian)(dian)(dian)收(shou)(shou)(shou)(shou)(shou)錄(lu)網(wang)(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)為(wei)(wei)(wei)1669家(jia)(jia)，京(jing)東(dong)旗(qi)艦(jian)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)收(shou)(shou)(shou)(shou)(shou)錄(lu)網(wang)(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)為(wei)(wei)(wei)1482家(jia)(jia)，京(jing)東(dong)自(zi)營店(dian)(dian)(dian)(dian)(dian)(dian)(dian)收(shou)(shou)(shou)(shou)(shou)錄(lu)網(wang)(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)為(wei)(wei)(wei)798家(jia)(jia)，拼多多店(dian)(dian)(dian)(dian)(dian)(dian)(dian)鋪(pu)收(shou)(shou)(shou)(shou)(shou)錄(lu)網(wang)(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)為(wei)(wei)(wei)588家(jia)(jia)，京(jing)東(dong)特(te)許店(dian)(dian)(dian)(dian)(dian)(dian)(dian)收(shou)(shou)(shou)(shou)(shou)錄(lu)網(wang)(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)為(wei)(wei)(wei)566家(jia)(jia)，唯品(pin)會店(dian)(dian)(dian)(dian)(dian)(dian)(dian)鋪(pu)收(shou)(shou)(shou)(shou)(shou)錄(lu)網(wang)(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)為(wei)(wei)(wei)292家(jia)(jia)，蘇寧(ning)旗(qi)艦(jian)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)收(shou)(shou)(shou)(shou)(shou)錄(lu)網(wang)(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)為(wei)(wei)(wei)95家(jia)(jia)，企(qi)業店(dian)(dian)(dian)(dian)(dian)(dian)(dian)鋪(pu)收(shou)(shou)(shou)(shou)(shou)錄(lu)網(wang)(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)為(wei)(wei)(wei)60家(jia)(jia)，品(pin)牌商城收(shou)(shou)(shou)(shou)(shou)錄(lu)網(wang)(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)為(wei)(wei)(wei)36家(jia)(jia)，蘇寧(ning)自(zi)營店(dian)(dian)(dian)(dian)(dian)(dian)(dian)收(shou)(shou)(shou)(shou)(shou)錄(lu)網(wang)(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)為(wei)(wei)(wei)23家(jia)(jia)。
據中國(guo)產業調研網(wang)發布的(de)(de)2017年中國(guo)服(fu)裝(zhuang)行(xing)業現狀研究分析(xi)與市場前景預測報告(gao)顯示(shi)，服(fu)裝(zhuang)行(xing)業高速的(de)(de)發展(zhan)(zhan)促(cu)使市場目(mu)前處于(yu)供過于(yu)求的(de)(de)狀態，眾多(duo)品(pin)牌面臨庫存壓力。在(zai)服(fu)裝(zhuang)市場，轉(zhuan)型主要有(you)兩個方向：一是(shi)開拓更(geng)多(duo)的(de)(de)渠(qu)道(dao)，為過去(qu)的(de)(de)庫存找到(dao)銷路；二是(shi)找到(dao)更(geng)高利潤空間的(de)(de)市場“藍(lan)海”。而電子商務(wu)渠(qu)道(dao)的(de)(de)拓展(zhan)(zhan)有(you)效的(de)(de)幫助企業解決去(qu)庫存的(de)(de)問題。新渠(qu)道(dao)的(de)(de)發展(zhan)(zhan)成為服(fu)裝(zhuang)這個成熟市場的(de)(de)亮點，絕大多(duo)數品(pin)牌已經布局(ju)電子商務(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
