Beijing Suburb Cargo City &Nbsp; The End Of The Year Raffle "Shoes."

When the end of the year is approaching, various shopping centers have launched various promotional promotions.

Reporters interviewed found that Liangxiang Tianyi clothing city and Tianyi small commodity city and other suburbs shopping mall, and some large shopping mall in Beijing inner city promotion way is different.

Most shopping malls in Wangfujing and Chongwenmen business district mainly rely on coupons and discount. While the shopping mall in the suburbs is also a reward for shopping, but after a certain amount of money, the prizes are awarded with the principle of "substantial benefits". For example, the consumers can go to the designated stalls and exchange for a pair of 300-400 yuan brand leather shoes.

Market discovery

"Outlets" will enter Liangxiang in the suburbs of Beijing.

Orlies, the pliteration of the English name outlets, originated in a business model of a brand discount store in the United States.

At that time, some American clothing factories sold their own stock and lower shelf clothes to the retail outlets at the door. As time passes, the discount products of all brands were concentrated together to sell, so that consumers who love the brand and the cheaper ones were in the rush.

Since then, shops specializing in the distribution of brand over season goods, goods on the shelves, broken yards, and goods that export "dump" products are called "outlets".

Nearly a year ago, this business model entered Liangxiang for the first time.

In January 15th this year, Tianyi clothing city opened its doors.

The business area of the shopping mall is about 6000 square meters, which mainly sells clothing, shoes and other tail goods. Its average selling price is more than 60% cheaper than that of ordinary stores.

"This format is still popular in the suburbs."

Hao Qingguo, general manager of Tianyi clothing city, said that it is precisely this model suitable for such a suburb in Liangxiang. He and his colleagues opened another eleven Small Commodity City, the small commodity city, which specializes in small commodities.

The shopping center fills the blank of the core business district in the southwest suburb of Liangxiang. The price of porcelain jade, cross stitch, nail, sporting goods, bags and so on is as low as 50% of the shopping mall.

"With the Tianyi Small Commodity City, we don't need to go to the providence or the white ditch again, the price is almost the same, but the freight can save a lot."

Yesterday afternoon, a merchant from the Han village in the shopping mall told reporters.

Marketing Secrets

Not only the price is low, but also the fresh goods.

"Our price is cheaper because of the advantage of our goods."

Hao Qingguo disclosed that the two days, together with other goods markets in Beijing, organized the supply of goods directly to the manufacturers to purchase inventory or final orders, and omitted the intermediate links, and "natural costs came down".

Statistics show that in the first 9 months of this year, China's garment processing industry generated more than 1 billion 500 million stocks of tail cargo.

In this regard, Liang Jiliang, an expert in the tail cargo, explained that when the foreign trade processing factories received orders for processing, if the garment products with the same number of actual orders were processed, once the defective products appeared, the processing enterprises might be faced with the risk of failing to deliver the goods on time.

Therefore, foreign trade processing enterprises will generally make more than 5% of the total processing volume of clothing goods as "reserve time", and the actual product failure rate is generally between 1% and 3%, so that the processing surplus will be converted into factory inventory, after a period of time (usually 1 to 3 years) into the tail cargo market.

Because it is directly linked to manufacturers, and is "group procurement", Tianyi products not only realized the low price, but also the Liangxiang market did not have the goods brought to this market.

"For example, this cup."

Hao Qingguo picked up a coffee cup on his desk and showed it to reporters. "This is made of Japanese porcelain, which is different from our traditional manufacturing process."

This porcelain made wine set, tea set and coffee cup are available only in Tianyi small commodity city.

Sales promotion should be suitable for local consumption habits.

In Liangxiang, the business concept of shopping mall can not be the same as that of shopping malls. "The most obvious is that some sales promotion methods can not be the same as those in Beijing."

Hao Qingguo said.

To give a simple example, it is from 23 days of this month that the two forms of sales promotion can not be carried out as coupons and other activities like some large commercial stores in Beijing.

"We need to cater for the fact that Liangxiang consumers enjoy some preferential promotional activities."

From December 23rd to January 2, 2011, two Tianyi mall launched a prize shopping, full of a certain amount (Tianyi clothing city is full of 88 yuan, Tianyi small commodity city is full of 38 yuan) can be lucky draw, prizes are very affordable.

For example, a prize is a "shoe ticket". People who are drawn can go to the designated booth and exchange for a pair of 300-400 yuan brand leather shoes.

And to ensure that everyone who enters the door is polite, even if they do not shop, they can use our promotional leaflet to exchange small gifts such as mouse pad, environmental protection bag and so on.

"This is also a promotional tool that will not be launched by big stores in Wangfujing and Chongwenmen, but it is suitable for Liangxiang."

Hao Qingguo clap his hands and laugh.