Four Major Channels To Facilitate The Discharge Of Stock Clothing Tail Cargo

The huge stock has made the whole textile. clothing The industry "crush", as time goes on, these backlog of textile and clothing products are rapidly devaluing, and its risk hidden danger makes the whole industry feel precarious.

De stocking is not only a matter of speaking, but something urgent to do. When the stock has started to flood, and after the gate is opened, where does the inventory flood flow to the best place? Is it going through the new online channels, or the traditional discount stores and special sales places? Where are the final goods? Whether these sewers are being explored by the clothing enterprises are the key to the flood discharge of the entire textile and garment industry.

　　 Channel 1: online processing

Good quality and low price are the most significant labels of online products, and inventory handling and price reduction are the "killer skills". The same characteristics, so that the electricity supplier from the beginning and inventory processing has a close relationship.

"At present, online channels have become a new channel for inventory processing." Xiamen Sanlian top grade Agel Ecommerce Ltd chairman Lin Shi Ti pointed out that, normally, because Shoes and clothing Enterprises are all ordering system, and there is no e-commerce channel planning at the beginning of the line. At present, the initial product of using inventory as an e-commerce channel has become the common practice of many shoe and clothing enterprises on the line of e-commerce.

In fact, inventory is also becoming a good "shell" for enterprises to attack online channels. Because the stock itself exists, and even if the online channel has made 50 percent off shipments, the enterprise will not lose money and sell its inventory. Shi Hairong, general manager of the wolf family, also admitted that at present, the online channel of the wolf family is mainly for selling inventory. "Of course, online inventory is only the usual way to start the channel of shoe clothing brand operation online." Lin Shi said that this approach in the early stage is not only conducive to the digestion of inventory, but also helps enterprises explore the specific operation ideas of online channels.

However, although online channels seem to be a new channel for enterprise inventory sales, it is only a new battlefield. A large number of brands are gathering online, how can they flow? How to improve online information flow, capital flow, logistics and how to promote online? Will online low prices seriously affect brand image? These are problems that brand enterprises are still exploring.

　　 Channel two: year-round discount stores

According to industry sources, Fujian men's clothing, men's clothing seven wolves is the first to use discount stores (also known as factory stores, special store) inventory. In 2001, seven wolves sold a decoration before Shishi Road, which set a record of selling 150 thousand yuan a day. Then, seven wolves began to encourage their employees to set up special shops. Soon, the men's clothing brands such as the likes of Fort don, deer and so on began to follow suit.

It is reported that a domestic first-line brand is using the proportion of genuine shops and discount stores to 8:2, so that the stock "sewer" is unblocked, so as to ensure that regular shops do not discount all the year round. It is with a solid "sewer" to deal with inventory that the brand's year-round discount marketing strategy makes it unique in the industry.

Discounted stores open area is the key to success or failure. Once they are not operated well, they can easily affect the sale of positive price products and damage the brand, so discount stores usually only appear in the three or four tier cities or communities, industrial areas and other places where the flow of people is relatively concentrated but not the main commercial street.

At present, there are also some brands in order to avoid the discount stores affecting the sales and image of the main brand, they will cut the labels on the stock, and do not embody the brand names in the discount stores. However, this form also brings a lot of management difficulties, because after all, it is a stock of unsalable goods, and it is also unknown whether the trade mark can be sold. Moreover, consumers will be suspicious about whether the trademark is counterfeited. {page_break}

　　 Channel three: concentrate on special stores

Most of the sales venues appear in Shang Chao. In previous years, men's clothing brands usually sell only in shopping malls.

In this regard, Li Xinglin, the industry insider, said that when a dealer has more terminal channels on his hands, the better he can do the store sale. Because in addition to the fixed holidays, the activities of each shopping mall are different. When one of the shopping malls has activities, the stock of several shopping malls can be concentrated together to rent a large field to make a special store. At this time, agents can have a strong bargaining power on shopping malls. In this respect, there are advantages in developing some regional agents such as tiger capital and emperor card, because most of their agents hold several shopping malls. Besides, there are more terminal stores in tiger and nine herd kings, and their headquarters are very good at shopping malls.

Another venue for special stores is in large supermarkets. stay Men's wear This is a relatively new practice. In the first two years, the seven wolves began to dabble.

The most special sale site is Lee's year-end special store. According to the brand marketing director Zhang Yufeng, its sale at the end of a few days is basically able to handle all the headquarters inventory in a year, and it can return more than 1 million yuan a day. However, there is a requirement for such a practice. "This requires the difference between the style of the previous two years and the style of the year, and the large size of the products will not affect the current sales. In the business men's clothing, Li Lang is quite fashionable. Therefore, their annual product fabrics, styles and colors are very different. This is also the main reason that we will not affect the main brand sales. " The success of Li Lang has attracted many enterprises to follow suit, but eventually consumers have remembered the first one to do so, because other brands themselves are not well-known enough, but they are only "making friends in the East".

　　 Channel Four: turn "Circulation" to "wholesale"

At present, there are some brands that are still developing the monopoly system. They will sell the sales channels of shopping malls and specialty stores on the one hand, and on the other hand, they will go through the wholesale market. This is also one of their business strategies. Some of the old stocks are relatively unsalable, which circulate from the wholesale market at a lower price, while the monopoly system maintains a relatively stable price and establishes the overall image of the brand.

However, Mr. Lin believes that this practice is not "please". These wholesale markets are targeted at both domestic and foreign businesses. If it is sold in China, though it is faced with different levels of consumer groups, it seems that the impact on the brand is relatively small. But the brand's overall image and price system are easy to be confused, and it is easy to cause conflicts between shopping malls and wholesalers.

And selling abroad is usually done. Tail cargo At a very low price, purchasers buy the old stock from Brand Company, then transfer it to foreigners, or foreigners directly look for brand acquisition stocks. The advantage of this method is that the inventory handling capacity is large and the funds are quick to return, but the price is too low and the loss is enormous. In Shishi's overseas Chinese commercial town basement, we often see some of the men's clothing brand goods in bulk, bought by foreign merchants in the Middle East and other places.