誰是下一個線上服裝的贏家?

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2013 / 2月

文‧林欣靜


根據資策會產業情報研究所統計,2012年我國線上購物市場的金流規模,已高達新台幣6,605億元,年增率超過15%,堪稱是景氣寒冬中的唯一暖流。消費力道最強勁的商品則屬流行時尚類(含服飾、鞋、包、精品),約占31.8%的網購市場消費比。


資策會產業情報研究所分析師陳映竹指出,我國線上服裝的發展,最早可溯及2001年Yahoo!拍賣上線。當時賣家多從位於台北松山的平價服飾集散市場五分埔批貨,再以網拍賺取價差。其後購物平台興起,不少大型的網拍賣家及實體店面,均以網路商店的形式擴大經營。

購物平台的線上服裝蓬勃一時,因為業者無須憂心新創網站的流量,也不必負擔繁瑣的架站、管理事務,且較能獲得對網路交易安全仍存疑慮的消費者信賴;但缺點是商店的設計形式較為單一,必須配合平台檔期促銷(如母親節、周年慶),行銷自由度受限。

另一方面,當兩大平台Yahoo!奇摩及PChome的上架業者,皆已膨脹至萬家以上,新店家的點閱率,必然會被大幅稀釋。為了另闢吸引網友目光的蹊徑,獨立網站、自營品牌的線上服裝也應運而生。

線上服裝獨立網站的先鋒,首推2007年上線的lativ。由紡織相關產業起家的lativ,以平價時尚的訴求及狂打廣告的密集曝光,很快在短時間內衝高流量、建立口碑,營收也年年倍增,業界估計lativ的 2012年營業額高達新台幣70億元,早已打敗佐丹奴、NET、Hang Ten等實體店面,成為全台最大的休閒服飾業者。

lativ稱霸一方的銷售佳績,鼓舞了許多原本被視為夕陽產業的紡織業者。如原為lativ代工廠的介強製衣創設「COZIE」、頂舜企業投入成立「illori」;今年3月,已入主知名網路服飾「天母嚴選」40%股權的紡織業股王聚陽實業,也將推出自有品牌「fisso」搶占市場。

陳映竹分析,由於消費者要網購成衣須先登入會員,經營者可輕易掌握客群的年齡層及消費習性,更能投其所好推出穿搭建議及造型諮詢;亦能配合新聞時事、微電影、臉書粉絲團等時下最夯的網路議題即時行銷,無論在爭取曝光及與消費者的互動等各方面,都較傳統的實體店面活潑自由。

不過,她也提醒,在立足點相近的基礎上,業者必須時時增加產品的附加價值與新鮮感,才能在激戰中站穩一席之地。以網路T恤為例,當多數品牌皆強打台灣原創與設計比賽,若有業者具備日本知名潮T「Design Tshirts Store graniph」的膽識,廣向國際徵稿及跨業結盟,或許就能開拓出不同的客源。

lativ的光環在前,下一個線上服裝的巨人會是誰?當市場的餅越做越大,想分一杯羹的人也會越來越多,這將是一場考驗行銷創意與資金銀彈的硬仗。

相關文章

近期文章

EN

Who Will Be Taiwan’s Next Top Online Fashion Outlet?

Lin Hsin-ching /tr. by Geof Aberhart

According to statistics from the Market Intelligence and Consulting Institute (MIC) at the Institute for Information Industry, the online consumer sales market was valued at some NT$660 billion in 2012, up 15% from the previous year—a bright spot in otherwise dark economic days. Trendy clothing, shoes, bags, and luxury brands have been the biggest performers in that market, accounting for a combined 31.8% of online sales.


MIC analyst Silvia Chen explains that Taiwan’s online fashion sales market dates back to 2001, when Ya­hoo!Kimo Auctions Taiwan went live. In those early days, sellers would snatch up affordable clothing from stores in Wu­fenpu, part of Tai­pei City’s Song­shan District, and then auction it online, pocketing the difference. Later, as more and more online shopping platforms sprang up, bigger sellers and even actual stores began to expand the online side of their businesses.

The boom in online sales platforms can in part be attributed to aspiring entrepreneurs being able to use those ready-made systems rather than having to worry about building their own sites and dealing with the hassles of updating and administration. On top of this, these platforms offered a safer transaction process for interested buyers, letting them purchase in confidence. They also had their weaknesses, though—the “stores” were all much of a muchness designwise, and sellers had to go along with sitewide sales held for special occasions like Mother’s Day or Christmas. This meant they weren’t entirely free to do whatever they wanted in terms of marketing.

At the same time, the two biggest such platforms—Ya­hoo!Kimo and ­PChome—saw a huge boom in registered sellers, with each new addition making it harder for any one seller to catch attention. Wanting to break free of this environment and attract a customer base all of their own, some of these sellers began looking at starting their own websites and brands.

The pioneer of online fashion sales in Taiwan was lativ, which launched its website in 2007. After branching out from being a textiles company into the world of fashion, lativ’s commitment to affordable fashion and its high-visibility advertising campaign saw it quickly build a name for itself. Since its launch, the site has seen constant year-on-year growth in revenues, reaching an estimated NT$7 billion in 2012.

lativ’s sales success has also breathed new life into the textiles industry, previously considered an industry in its twilight. Look at Jie­qiang Textiles and Ding­shun Enterprises—both were once manufacturers for lativ, and now both run their own online sales operations, named Co­zie and Il­lori respectively. In March 2012, big textile company Ma­ka­lot Industrial, which owns a 40% stake in well-known online clothing seller Go­To­Buy, created their own brand, fisso.

According to Silvia Chen, as customers wanting to purchase clothing online must first log into their site of choice, those sites can easily keep track of demographics and buying habits, enabling them to make better product recommendations and offer styling tips. And by being able to almost instantly adjust their marketing to latch onto the latest online trends, these virtual stores have the edge over brick-and-mortar stores in their fight for visibility and their efforts to engage their customers.

However, as Chen reminds us, with so many businesses built on essentially the same foundations, those in the arena must constantly build added value and freshness into their product lines, lest they be left in the dust behind this pitched battle for dominance.

So who will be the one to follow in lativ’s footsteps? As the market continues to get bigger and more and more people want a piece of the pie, trying to find that sweet spot between fashion and finance will be a hard test for anyone looking to take that title.

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