Clothing Retail Outlets Are Restricted: Brands Are Worried About The Impact Of Physical Retailers.

　 Brand manufacturers worry that online business is imitating the version and lowering the price to impact the entity channel.

although Electronic Commerce The development momentum is growing rapidly, but many domestic second-line clothing brands are still on the right track. Internet sales Channels do not call. Yesterday, reporters in the area of many wholesale 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 that the reason for restricting the sale of individual online traders was to prevent premature copying of new fashion models, and to maintain the price system of physical retail channels.

　 Individual online merchants' rejection

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 clothing shopkeeper told reporters that some clothing wholesalers said that they could not buy online merchants.

In the wholesale market of wholesale clothing, wholesalers say it will take more than half a month to get the net traders to come in, and the 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 salesperson of a brand 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 most of the restrictions on the purchase of online merchants are from the second tier clothing brands such as ",", "and". 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 told reporters: "the level of individual network operators in price, service and other aspects are uneven. The reason why we do not sell online now is because of the protection of the brand. Even if we want to open online stores later, it must be set up by the company headquarters." {page_break}

Integration takes time

Reporters noted that many brands such as Bai Rong, Tian, Ya and other clothing wholesale markets were born after 2000, and these newly emerged second lines. Clothing brand Although there are sales on the Internet, there are very few species and quantities, and the price is not significantly competitive. On the official sales page of these brands, there are not many kinds of sales.

Lai Yang, Secretary General of the business economics society, 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. In the e-commerce industry, the sales volume of the mall in 2010 was 10 billion 200 million yuan, which had slowed down the development speed of Gome and sold about 50000000000 yuan in 2010, and the sales volume after unlisted stores and real estate business reached 154 billion 900 million yuan.

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.