Battle of the T-Shirts|『网络T恤的后战国时代』

Battle of the T-Shirts

　　What item of clothing sells the best? Scarves? Skirts? Shoes? Nope. It's the unassuming T-shirt. Affordable, easy to accessorize, and suitable for people of all ages, this simple garment is at the heart of a billion-NT-dollar industry. T-shirts also readily draw crowds online because when displayed on computer screens, the shirts’ colors seem radiant and their patterns are more vivid than when on display in brick-and-mortar stores. As a result, the T-shirt market has become one of the most competitive markets online in recent years, with dozens of brands entering the fray. Taiwanese-made original designs, done in runs limited in time and number, have transformed the ordinary cotton T-shirt into a must-have fashion item. Websites sport eye-catching countdown timers that seem to mock the hesitant. As each second ticks down, the once-strong determination not to buy another shirt begins to waver until you all of a sudden find yourself at the checkout screen again, clicking the button to buy just one more.

　　At the forefront of this kind of just-one-more selling is Buy365, a clothing website that has become the big kahuna in Taiwan’s online T-shirt market. Despite having just one range of products and being a newcomer to the market, in the short time since its June 2012 launch, Buy365 has already sold more than 80,000 shirts, bringing in over NT$40 million.

　　With so many other sellers and stores already well-established online, achieving such a level as a new face was far from easy, but the minds behind Buy365 have carved out a place with blood, sweat, and tears.

　　你觉得哪一类的服饰卖得最好？围巾？裙子？鞋子？都不是。答案是貌不惊人的 T 恤。由于它的价格大家都负担得起，又很容易搭配，而且适合所有年龄层的人，因此这种简单的服饰在年营业额新台币十亿元的服饰业中占据了核心地位。T 恤也很轻易地就在网络上聚集了许多人气，因为相较于实体店面，在计算机荧幕上可以将 T 恤丰富的色彩及图样更生动地呈现出来。因此，T 恤市场近几年来已成为网络上竞争最激烈的市场之一，有数十家品牌投入市场来竞争。台湾原创的设计、强调限时限量的商品，已将平凡无奇的棉质 T 恤转变为人人都必须拥有的时尚产品。网站上挂着引人注目的倒数计时器，彷彿正在嘲笑那些犹豫不决的人。随着时间一分一秒地倒数，原本决定不再买 T 恤的坚定决心也开始动摇，最后突然发现自己又到了结帐的画面，而且又按下按键买了一件 T 恤。

　　这种主打『只要再买一件』销售方式的前锋就是『败衣网』，它是一个已成为台湾网络 T 恤市场龙头的服饰网站。虽然该网站的产品类型不多，而且进入这个市场的时间也不久，但它从 2012 年六月开站以来，短短时间已卖出八万多件 T 恤，营业额超过新台币四千万元。

　　在许多其他卖家和商店都已颇具规模的网络市场，新进业者能达到这样的水平相当不容易，但败衣网不为人知的是他们用血、汗和泪开拓出一片天地。