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Brand Tail Goods Mall Catch A Share

2008/12/31 10:59:00 90

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1-3, the big red advertisement of the "exposition" exhibition will be particularly eye-catching in the Beijing subway station. Even the pedestrians hurriedly can not help but take a glance.

Although at the end of the season and the end of the year, the brand exhibition held in the major department stores will become relatively dense, but in fact, from October this year, the cold of the consumer market has made the channels for expanding sales and digestion of inventory become more and more popular. From the short sale of the special theme exhibition to the brand discount for a long time, the role of "flowing shop" has become more and more important.

Liu Wenxia runs a clothing company, which has its own brand "golden seahorse", and also acts as "Prince" men's clothing.

After a year's busy work, she found that it seemed to make money from the books, but the actual cash flow became less and less.

The reason is very clear: all of them are on accounts receivable and inventory.

In a recent Salon of the theme of "how to spend the winter in the 2009 garment industry", Liu Wenxia's confusion has resonated with peers.

How to solve the inventory problem, how to find the right digestion channel and minimize the loss, which is a headache for clothing businesses, especially small and medium-sized garment manufacturers.

In this special period, the advantage of this kind of stock "sewer" manifests itself, and all kinds of "shop" can make "storage" become "smart".

　　虛擬“流水”店功效不“虛”

When profit becomes stock, forcing all brands to increase the quantity and form of water stores to digest inventory, and with the rise of network channels, virtual flow shops play an obvious role in the process of digesting inventory.

Jian Zhaopeng's Beijing Barber Fashion Clothing Co., Ltd. is a company that deals in down pants. Its products are seasonally strong. As a director of operations, finding a good platform for goods rejection has always been the focus of his concern: "during the" freezing "period, as manufacturers, we should work hard at" opening up the source of the festival ", while reducing pressure for the channel operators. We also need to actively plan and help the channels to solve the inventory pressure.

Not long ago, we opened a "running water" shop on Taobao, selling stocks from 2005 to 2006. By the end of this year, the stock will also be put into the Internet in 2007, so that we can digest inventory without affecting traditional distribution channels.

The average daily sale is over 200 pieces.

Recently, Alibaba announced that Taobao will continue to be free for 5 years, which is a good opportunity for more clothing companies to try this channel.

No matter whether the "water store" completes inventory sales with the mouse, or with the help of traditional shops to realize inventory realisation, from manufacturers to agents and franchisees, only linkage can make the action of digestion inventory more reasonable and smooth.

　　傳統折扣店依舊是主力“下水道”

With the expansion of the "Taobao" army, there are not a few companies that sell inventory in the Internet recently. However, more brand suppliers still rely on traditional old discount stores, such as outlets and top grade discounts, which have always been their "five star sewers".

Gong Haiyun is the agent of Pierre Cardan jeans and Italy kangaroo, and has opened many "water stores" in the high-end discount stores in Beijing.

"In Yansha orlies, our business is very good. The annual turnover of 40 square meters is about 5000000 yuan. In addition, there are 5 outlets in the top grade discount Plaza. There are 4 good businesses, and 5 million yuan can be digested in one year.

"Water shop" is our company's most profitable shop, and in blue island, Cui Wei's direct shop, the sales are not good now, the pressure is particularly big.

Gong Haiyun said.

How can we make the best use of the sewers in our own hands to maximize its effectiveness? Gong Hai Yun has no other solution: "simply digest the stock, because it is difficult to guarantee normal sales and profits because of the lack of color and broken codes. After I talked with the manufacturers, I put some goods that are beneficial to run in, so it is better to match them."

Different inventory needs different channels of distribution. As long as the brand is excellent, there is still much room for profit in the market.

Like Yansha is 30% of the buckles, a better brand 28%; Cui Wei is generally 28% left or so; the lower the second tier market, the top notch shopping center's discount point is around 25%, the general shopping mall is between 10-15%, such as Adidas, Nike, these brands discount points or even around 6-7%, profit margins can be imagined.

Chen Wen Ge, the marketing director of Beijing Kai Kai Le Travel Products Co., Ltd., also disclosed that the outdoor brands they had operated had concentrated on the old stocks in the shops with less than 100 square meters discount, and probably sold for about 1000000 yuan in 7 days.

For example, the long run shops like ottles and top grade discounts are always particularly concerned by brand enterprises, but because of their threshold restrictions, not all brands can catch up with the inventory cash.

Most small and medium-sized brands rely on the flow shop in the commercial center of the suburbs to complete the important task of handling inventory. For such shops, experts suggest that they should keep away from the sales area of positive goods, and do not neglect the maintenance of brand image because they are shops.

Theme selling will be favored by mainstream brands.

In traditional channels, special sale is not a patent for discount stores. Many department stores have a fixed area in the atrium and the top floor, launching special sales activities.

But today, compared with the past, not only has the name become more fashionable, but also the brand is paying more attention to the "folding" and the "exhibition" effect.

Compared to the "special sale place", the "exhibition fair" handling the form of inventory appears more subtle and gentle. In the good space display process, let the ordinary consumers who have not bought it experience the experience of low discount, and at the same time do special script src=> for their members.