It seems that capital market pays increasing attention towards the lingerie B2C business in China. LAMIU.com and Moonbasa.com have received millions of USD venture capital funds to further develop their business. In order to decode the success secrets and the features of China¡¯s lingerie e-commerce business, we have investigated some of these top B2C websites.
The development trends of China’s e-commerce lingerie companies is to open brick and mortar stores to upgrade their brand image in big cities in China and expand the global market through the internet in various language version. They aims to provide higher class lingerie and comprehensive service to chinese customers by opening offline stores and offers less expansive lingerie to attract foreigners. Low price is the core competitivenss when they competting with foreign B2C websites while brand awareness and resource from the internet is another core competitivenss when competting with local brands.
Another development direction of lingerie B2C websites is to extend product range and increase more categories. Lingerie selling website may no longer limite to selling lingerie but develop to be a comprehensive B2C website with various products.
In the near future, it is predicted that lingerie e-business will have great development. Many enterprise that doing e-business will receive more investment from the capital market and have rapid development as a result. Other tranditional lingerie companies will enter into this field to seek for more opportunities. So, there will be intense competition in the market.
However, to tranditional lingerie companies which want to use e-business to boost sales, e-commerce is a high risk game to play.
Fristly, tranditional linageire companies do not know much about online customers and their behaviours--They don’t know what interest them, in what way can they purchase, which price is acceptable, what’s promotional strategy is effective, which website do them usually visite, in what way and where can your ads been seen by them and receive high conversion rate, etc. This way of doing business is totally different from that of tranditional business.
Secondly, the cost of doing promotion and advertisment online is very high, eventhough not as high as offline marketing.
Thridly, to smooth the supply chain and logistics, solve problems and coordinate with call center, server, etc are complicated problems that all e-commerce companies have to face. It is not an easy job for tranditional lingerie companies as well.
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