Hangzhou Apparel Industry Tries To Pform Network Marketing By Way Of Borrowing

Misfortune is a blessing, but a blessing is a curse.

It seems that bad things are not always bad.

It is undeniable that after decades of development, Zhejiang enterprises have reached a crossroads.

Opportunity and nature coexist with crises.

The original advantage of supporting the rapid growth of private enterprises in Zhejiang is losing a little.

If the private enterprises in the province do not take the initiative to welcome this turning point, the successful pformation will inevitably fall into a long-term pause.

A series of reports on "breakout of Zhejiang enterprises" aims to restore the "first scene" in the current operation of enterprises, and to explore the path and direction of manufacturing pformation in Zhejiang.

Under the influence of multiple factors such as rising costs, Hangzhou's clothing industry has been pushed to the crossroads of life and death.

Hangzhou garment industry, which is eager to seize the domestic demand market, has speeded up the opening speed this year.

However, in the face of the rising cost pressures of rent and labor, many physical stores have not experienced the "expansion" of sweetness.

On the contrary, online sales through the Internet seems to be a good way to save the market.

Enclosure expansion and cost burden

The domestic market is becoming more and more valued by garment enterprises. In order to seize the new opportunities of expanding domestic demand, Hangzhou's major clothing brands have opened a new round of shops in front of their homes.

Since the beginning of this year, COCOON, OTT, LESS, ah Qi Qi and red sleeve brand shops have been opened one after another, such as Wulin Road, Stadium Road, Xiang Ji Si Road and so on.

Among them, the COCOON of autumn Shui Yi even set up an acceleration of more than 7 stores in the half year of Hangzhou.

However, in the field of garment industry which is very competitive, a new round of enclosure does not represent an increase in profits, but rather a rapid expansion of the cost of rent, labor and energy costs.

In August 4th, a saleswoman complained to one of the customers at a special shop in the fashion shop of Jianguo Road: "there are more and more clothing stores, but the discount is lower than one, so it's not easy for everyone to do business."

This "special benefit" fan shop, the clothes on the shelves are mostly new this year.

Many of the couplet after discount is only 100 yuan, but sales are still hard to satisfy.

The salesperson said, "don't talk about us. The blue and the blue are not doing as well as before. People are waiting for the discount to buy it."

On the same day, Lene store in Wulin Road women's wear street also hung three poster posters.

According to the discount price, a pure cotton cloth shirt sells for only fifty or sixty yuan, and a fashionable dress is only one hundred yuan. Even so, it still falls into a cold air.

Export tax rebate rate fine-tuning difficult to save

The rapid expansion of fierce competition not only makes a brutal exploitation of the profits of the industry, but also makes the pressure from outside become more prominent.

Because the raw materials of clothing materials are oil processing products, international oil prices remain high, and the price of clothing fabrics and accessories has been rising all the way, and good fabrics have even risen by 50%.

According to one industry insider, the price of fabric has been raised four times this year, and the "Lycra" fabric has gone up very fast.

According to Guotai Junan's statistics, under the pressure of high cost, in the 1-5 month of this year, there were 10498 loss making enterprises in China's textile and garment industry, with a loss of 22.85%.

Industry sales revenue and profit growth rate decreased by 7.24% and 32.03% respectively over the same period last year.

In order to alleviate the difficulties faced by the textile and garment industry, in August 1st, the export rebate rate of some textiles and garments increased from 11% to 13%.

Although this "save the market" move, many enterprises are exulting, and even some industry experts believe that this positive will increase the profits of the industry by 6.68%.

But more industry insiders say that policy adjustment can not solve the plight of the industry, and the textile and garment industry will still experience the pains of development and pformation.

It should sell 30 thousand yuan per day for clothing stores.

With more than 300 chain stores and more than 2000 member stores, Miao Po Company is a pioneer in the domestic women's wear discount sale mode, and Li Yun is the founder of this model.

Of course, today's Li Yun has another identity -- the fifth "the ten largest Internet business" winner.

Li Yun introduced that as early as 2004, the company had applied for shops in Taobao, sold products from the real stores to the Internet, and launched a brand new clothing brand around the Internet.

At that time, Li Yun thought in his heart that a physical store receives 2 thousand people every day. It is already a sea of people, but the network is infinite. 20 thousand or 200 thousand guests will not be crowded every day.

This discovery made him a success. In December 2007, the idea of "Han Zhi" brand of online women's clothing became a reality.

"At that time, I felt that Alibaba was the leader in the field of e-commerce, and there must be no mistake on this boat."

The fact did not disappoint Li Yun. In January of this year, the sales of "Han Zhi" in Taobao jumped into the top 20 of the clothing category, and the daily sales volume is about 30 thousand yuan.

Li Yun said, the current "Han to" online shop's passenger flow is very stable, and the customer's turnover rate is as high as 99%.

Speed and cost advantage is obvious.

Compared with "Han Zhi", Hangzhou's online menswear brand ZOPO (Zhi Pin) is still in trial operation stage.

Zhang Haifeng, the head of the company, is also a young man who has been struggling for seven years in the clothing industry, and has 22 overseas clothes.