Clothing Retail Outlets Are Restricted By &Nbsp, And Brands Are Worried About Shanzhai.

although Electronic Commerce The development momentum is growing rapidly, but many domestic second-line clothing brands still do not call the Internet sales channels. Yesterday, reporters in Dahongmen, Beijing, a number of clothing wholesale market to see, some merchants to come to the bulk of the network operators to take various restrictive measures, not delay delivery, is directly rejected individual online merchants purchase. Merchants said they were right individuals. Network business The reason for restricting sales is, on the one hand, to prevent premature copying of new fashion models, and to maintain the price system of physical retail channels.

　 individual Network business Rejection of purchase

Reporters saw yesterday at the hundred glory World Trade mall, where salesmen were busy sorting out new summer wear in stores, and many retail merchants began to buy goods one after another. However, some of the individual traders who came into the stock market encountered a closed door. A Taobao clothing store owner told reporters that some clothing wholesalers said that they could not buy the Internet business now.

Wholesale wholesalers in Dahongmen, Beijing, say wholesalers say they need more than half a month to get online merchants to buy goods, whereas physical retailers can buy them now. In Tianya clothing wholesale market, most brand clothing wholesalers have indicated that they can not let online traders purchase. Some wholesalers say that they already have official online stores, and do not accept the purchase of scattered merchants, while some merchants are resisting online sales. A Hongkong brand salesperson told reporters: "our company's clothes are not sold online, and the company itself has no official online selling platform."

　 Brands are worried.

It is understood that the restrictions on the purchase of net traders are mostly second-line clothing brands from Hongkong, Guangzhou, Shenzhen and other places. The wholesalers who delay the purchase of Internet dealers say that if the Internet dealers start selling online, the design and type of clothes will be copied. At present, many places are not completely in the summer, and there is still time for the copycat manufacturers to make imitation clothes, which will have a negative impact on the brand.

Wholesalers who prohibit the purchase of Internet merchants say that the price of Internet dealers is too low. If they do not prohibit the purchase of retail traders, then the interests of franchisees who sell in physical stores can not be guaranteed. The manager of a clothing brand exhibition shop in Guangzhou told reporters: "the level of individual online merchants in price, service and other aspects are uneven. The reason why they do not sell online now is because they protect the brand. Even if they want to open online stores later, they must be set up by the company headquarters."

　 Integration takes time

Reporters noted that many brands such as Bai Rong, Dahongmen, Tianya and other clothing wholesale markets were born after 2000. These new second-line clothing brands also have sales on Taobao, but there are few kinds and quantities, and prices are not significantly competitive. On the official sales page of these brands, there are not many kinds of sales.

Lai Yang, Secretary General of Beijing Institute of business economics, said that the price of a brand commodity is not only the cost of the commodity itself, but also the value of its brand. Brand value includes brand status, history and image, as well as the quality of goods and the environment of stores. As for entity stores and online stores, only by unified management of them can the price and store image be unified. If goods are sold off, they may lead to vicious price competition, so the brand price system will eventually collapse. According to Lai, in the future, online shopping and physical store shopping is a process of mutual integration. There will not be a single party. As the physical store has grade sales area, all kinds of clothing products will find suitable channels for sale in the future. China Daily reporter He Hengke

　　 Business daily observation

Let brands love and hate network operators

When the summer comes to the market, retailers appear to be indiscriminate when they come to the brand buyers. Physical stores are open and unimpeded, shops are delayed or delayed. The door of the brand opens and closes, which reflects a helplessness.

Data show that the proportion of online shopping in China's total retail sales of consumer goods has increased rapidly from 0.24% in 2005 to 3% in the first half of 2010. Figures show that despite the rapid development, the share of online shopping is too small compared with traditional channels. Jingdong mall, which thrived in the e-commerce industry, has sales of 10 billion 200 million yuan in 2010, which has slowed down the development speed of Gome and sold about 50000000000 yuan in 2010, plus sales of 154 billion 900 million yuan after unlisted stores and real estate businesses.

The scale of online shopping is small, but there are drawbacks of good and bad. Price wars at all costs, lack of integrity, poor service and other problems occur frequently, and are more common in individual online business. Brand operators, on the one hand, will see the strong trend of online shopping in the future. On the one hand, they also worry that the way that Internet operators do not follow the rules will affect the existing entity channels. Do not say that the clothing manufacturers, even the Internet sales channels have been relatively mature electronic products upstream manufacturers for Internet traders to fight price, cross regional goods behavior is helpless, love hate interweave.