China Fashion First Street Opens O2O Mode

As a big province of the market, Zhejiang is facing a series of new challenges in the development of e-commerce and logistics.

This newspaper is trying to find some samples to observe how the crisis conscious market is changing.

The clothing market in Sijiqing has entered the field of vision.

They are faced with: clothing professional market annual turnover growth rate is basically around 8.36%, while clothing business increments of about 88.7%.

How did they change?

Every day, when the day is not bright, they rush into the wholesale clothing market of the sea of people. In a large number of merchants, a family chooses goods, and finally carries on the big bags of luggage, and goes back home in a weary way. For many shoppers who buy clothes, the curtain on the Sijiqing clothing market is probably familiar to them every day.

However, have you ever thought of such a scenario: if you sit at home and light your mouse, the staff of the intelligent warehouse will quickly search the designated shelves in the vast shelves, pick up the clothes, deliver them to the packing points, pack them quickly, and send them to the logistics special car.

One day or half a day, the goods were delivered to your house downstairs.

All this is due to the O2O Online to Offline online and offline interactive intelligent trading mode, which has been benefited from the Sijiqing network technology company of Sijiqing clothing group.

It optimizes the entity management and online pactions, and is quietly changing the tradition.

The paction mode.

Why change

"Annual turnover increases: clothing business is 88.7%"

This is an old shop on the two floor of the old market in Sijiqing.

Shopkeepers who start doing business every morning find that although the market is still very large, the role of people who come to pick up goods has changed quietly.

The owner of the shop in Sijiqing who shares this shop owner is very few.

With the rapid development of e-commerce, and the rise of the Internet brand myth such as "seven grid" in Yuhang, some traditional operators who did not value or even care about e-commerce suddenly woke up.

"Clothing professional market annual turnover growth rate is basically around 8.36%, while the clothing business increments of about 88.7%, basically ten times the relationship."

This is a data that Murong, a network technology company in Sijiqing, told reporters. "The competition faced by the market is not confined to the competition within the market. The development of e-commerce has also had a great impact on the traditional market." CEO

In addition, one and another modern urban complex, Shopping Mall, and big supermarkets have sprung up in various urban areas. International brands such as ZARA and H&M have entered the market, which has a certain impact on the share of the traditional market.

With the change of logistics and traffic conditions, some lower distance distribution markets, such as the two and the three tier markets, are facing the pressure of being eliminated by the market or being pformed into the retail market.

"Through the infancy, growing up, and now in the mature stage of Sijiqing, it is almost the spokesman of the professional market. If we do not change the traditional commercial mode of similar commercial real estate in the past, maybe one day we will enter a recession.

So we ask ourselves: Sijiqing's next 20 years, whether the old traditional mode can sustain it? The answer is not necessarily.

So we have to make pformation and upgrading.

Murong explained.

How to change

The most flat channel: let suppliers and retailers meet directly.

Transformation and upgrading, shouting easily, is no easy task.

How does Sijiqing, which has a history of more than 20 years and live in the "first street of Chinese clothing", pcend itself?

Murong opened an introduction of PPT: from supplier to manufacturer, then to first class distributor, two level distributor......

Then to retailers, and finally to consumers, this is

The most normal supply chain, the whole chain is very long, the efficiency is very low, which has become the pain of Chinese clothing small and medium enterprises.

"Therefore, in the context of more and more developed logistics, more and more pparent information, and the pressure of distribution market to face extinction, we are committed to the most flattening of channels, establishing direct links between suppliers and terminal retailers, providing the most efficient and cost saving way for buyers and sellers."

Murong, for example, the boss of a shopping mall in Liaoning, who took the initiative to find Sijiqing, said that there were many merchants in their shopping malls. They originally ran to a wholesale market in Shenyang, and nearly half of them came from Hangzhou Sijiqing. The same clothes went to the wholesale market in Shenyang, and the average cost was 20 to 30 yuan.

To this end, this year, the mall of Liaoning ordered the Sijiqing network technology company to pack a large purchase order of 50 million yuan for the more than 200 garment operators.

A few days ago, Sijiqing organized more than 100 brands, took more than 3000 samples to the mall in Liaoning, and made a zero distance contact with merchants.

When the merchants over there reach the purchasing intention, they purchase and pay directly through the Sijiqing apparel net.

On the other side of Sijiqing, through the unified delivery of intelligent warehouses located at Jiu Bao, the purchasing efficiency of merchants has been improved.

"It is hoped that this year, under such a line, the mode of online purchase will have at least 10 to 20 regions in Sijiqing, where the main garment flows to China, to establish long-term links."

Murong said with a smile.

Multi touch network: "trading links" support small and medium enterprises

"Not only that, we need to open up channels for merchants to sell online.

In business, online channel sales account for only 10% of the total sales, accounting for less than 1% of the total sales.

We hope small and medium

There are more and more channels for enterprises to be controlled by channels.

Murong said.

"We invested a lot of money, invited experts and team members to spend nearly a year developing a set of" trading through "system tailored for small and medium-sized clothing enterprises.

One of the highlights of this system is to support members' efficient docking and management of an open sales channel. When members enter products into the system, they can sell in physical stores. They can shop wholesale in Sijiqing apparel online, and can also be uploaded to Taobao shop for sale at the same time. They are negotiating similar channels with Jingdong, pat, Tencent and other mainstream e-commerce platforms.

And orders generated on all platforms are also converged to the system for unified processing.

As a result, the store will sell a certain amount of clothing under the line, the total inventory will be adjusted immediately, effectively solve the past when doing e-commerce, the store because of online and offline sales at the same time, the circulation is very large, often out of stock problems.

Murong introduced.

Efficient warehousing: the first to introduce Internet of things in clothing industry

In fact, when it comes to Sijiqing, people always see a picture in their minds: every day, people coming from all over the country, people who run goods and merchants will gather here. People and logistics are intertwined, and packers, contractors and shippers can be seen everywhere.

Traffic seems to be a constant theme there.

"We have done a data survey, and a buyer will receive goods at least 6 or more merchants before he completes his purchasing behavior.

For these 6, he may have to run 60 or more.

The goods can not be called "pull up contractor", the cost of one hour is 20 yuan.

Murong introduced.

Nowadays, it has become more and more relaxed.

In the future, buyers will be able to send credit cards to private POS machines or to the designated checkpoints, so that they will be sent to the storage center automatically without having to carry heavy packages in the market in Sijiqing.

The storage center is similar to the daily hospital pharmacy. After the disease is optimistic, it should be unified to the designated window to take medicine, or do not need to take it, directly according to the address you left through the logistics door-to-door.

If you are in a certain city in Anhui Province, after purchasing in Hangzhou, just back to Anhui, maybe the package has already arrived.

In order to provide efficient and fast logistics and distribution capabilities, they are busy laying down the intelligent storage center, which is located in the underground area of Jiu Bao, with an area of about 6000 square meters.

This intelligent warehouse, through intelligent management system, puts RFID tags on each piece of clothing separately, and realizes the intelligent management of warehousing, pfer, ordering and outgoing by wireless tracking technology. It is a pioneer in the application of Internet of things in China's apparel industry.

"If you have a big bag, you have to open it in the past to count it. If you have this tag in the future, you can read all the information, size and number in just 2 seconds.

In addition, when you are distributing goods, your handheld device can see where the clothes are in the warehouse and how to take the fastest route.

In addition, many merchants in Sijiqing will get rid of the trouble of the logistics companies' disorderly delivery, but specify the designated logistics companies to deliver the goods on a regular basis every day, which will take one or two days to complete.

Murong said.

O2O patterning: sword 5 billion years after the market.

In addition to the above mentioned, the online evaluation system similar to Taobao network, mobile phone follow up, the mirror of Sijiqing Experience Center...

The Sijiqing clothing wholesale network, which was born in 2002, has seen many new technological highlights after years of exploration and efforts.

It is not going to be the 1 model of the four seasons constellation, which is spontaneously formed and gathered by Taobao online stores. Nor is it just like the 2 mode of free platform and centralized delivery. It is a new mode of O2O (Online and Offline), which is based on Internet parallel paction, quick payment and intelligent warehouse delivery.

As soon as this model was launched, it attracted the attention of peers. Many markets and shopping malls were actively coming to docking, and even some famous investment companies and financial institutions came to the door voluntarily.

"This week, the president of the Wenzhou electricity supplier Association will come over, because there are many clothing enterprises in Wenzhou who want to talk about cooperation with us.

In addition, Guangdong, Dongguan, Hunan and Zhuzhou's apparel enterprises are also contacting us to see if we can clone this model and become a strategic partner.

On the other hand, the shopping malls in Northeast, Shandong, Inner Mongolia, Shenzhen, Anhui and other places are also looking at the source of Sijiqing and the advantages of e-commerce.

Murong introduced.

Today, we have seen the O2O version of Sijiqing, which has been grafted with the traditional clothing market.

As of yesterday, there were 2560 merchants and 13 registered buyers.

"Our pactions are not fully online, and we are also moving into the O2O system through our channels.

Last year, we used the conversion mode to complete the achievement of 340 million yuan.

This year's goal is to convert the O2O mode between the line and the line 10 to 1 billion. "

Murong said.

The annual turnover of more than 100 billion yuan in the market, more than 50 thousand merchants, about 1000000 procurement customers, annual shipments of more than 2 billion, employing more than 500 thousand people - this is the size of the 5 years after Sijiqing's outlook.

"We are not simply e-commerce enterprises. My foundation is the huge business flow under the line. This is what others do not have. On this basis, combined with e-commerce, this is our core competitiveness.

Although the overall economic situation is not good this year, many bosses say that profits are very low, but there are challenges and opportunities.

Murong introduced.