Under The Shadow Of Huge Inventory, Shoes And Clothing Industry Choose Electric Shock E-Commerce.

Since the beginning of spring this year, whether it is shoes and clothing brand, channel business, or upstream material providers, has always been shrouded in shadow.

Huge inventory has become a "hard nut to crack" in the footwear industry.

Over time, the backlog of products is rapidly declining.

It is not only a matter of speaking, but something urgent to do.

With the opening of inventory flood, e-commerce has become the choice of many traditional shoes and clothing enterprises.

However, how can we quickly return the funds? How do we not hurt the brand image that we are struggling to build when we sell our inventory products? How can we create a sustainable sales channel? In view of how shoe and clothing enterprises can realize the topic of "de Stocking" through online channels, we invite the heads of three electronic business enterprises to discuss this issue.

Quick shipment and return of funds

Moderator: for shoes and clothing enterprises, once the product is formed, the inventory will affect not only the next season's orders, but also the cash flow of the enterprises. Therefore, it is an important reference factor for some enterprises to choose how to clean up inventory. Can we talk about the role of e-commerce platform in this aspect?

Dong Xinda: many enterprises do not have the planning of e-commerce channels when new products are online. Therefore, after inventory appears, inventory as the starting product of e-commerce channels has become a common practice for SMEs to "touch the net".

In fact, inventory products are also very good "shells" for enterprises' offensive online channels, because a notable feature of online products is good quality and low price.

Therefore, even if the original price of 50 percent off to sell inventory, enterprises will not lose money.

At present, the way to clean up inventory of brand enterprises is not only through the e-commerce platform, but also can be discounted through their own offline channels. However, for some small and medium-sized enterprises, the offline channels are not perfect enough, and the brand lacks popularity. Under the background of collective collectivecomping of industries, they often have to sell the funds in a way of "cheap sale".

For example, the cost price is 40 yuan.

It will be processed at a price of 20 yuan for some "stalls" wholesale, and the goods will not be recovered until the products are sold.

Lin Youqiang: in addition to the market impact, climate factors are also important reasons for inventory.

Last year, a garment company visited Shishi. Thousands of cotton padded clothes were stacked in the storehouse due to climate change. The enterprises did not know how to deal with it and had no sales channels. Finally, they had to enter the tail cargo channel at below cost.

In fact, if these enterprises know how to make use of the electronic business platform, they can recover more costs in a shorter time.

Because after the product enters the Internet, it is a nationwide sales network. The products that are not suitable in the South may be sold well in the north. In addition, for small and medium-sized enterprises, the online channel is the most cost-effective channel, with low price, low cost and relatively fast return of funds.

Such as group buying, sales of single products can be maintained in thousands of pieces, after shipment, enterprises in a month or so can achieve the return of funds.

Modifying elements to create network "explosive money"

Moderator: many enterprises are aware of the importance of e-commerce channels, but the active participation of enterprises is still a minority, in addition to the development of business channels needed funds and talents, worried that online channels will affect the pricing system of offline channels, and the impact of brand influence is also an important reason. How can enterprises coordinate these relationships?

Zhao Yao: in order to avoid the conflict between prices on line and line, the traditional brand operation e-commerce platform should adhere to two principles, one is to take inventory products as the main part, and to avoid disrupting the discount rate of new products; the two is to fine-tuning the elements such as color and edition on the basis of the original products based on the research on the hot selling products of the Internet, and to create the brand's network dedicated products, which not only conforms to the online shopping preference of consumers, but also misplaces the brand's offline products.

Lin Youqiang: the reason why many products become inventory is not that the products are not good, but that they do not find suitable consumers. The realization of online sales is the best way to help the products find the matching consumers in the shortest time.

For example, the group buying channel has a strong advantage in shaping the network "explosion fund", because the product will be faced with tens of millions of consumers on the same line. Generally, when a shipment arrives, the sales volume of single products can reach 5000 to 6000 pieces, and some enterprises have to make a temporary supplement.

Long term business is not just for clearing stocks.

Moderator: using online channels to clean up inventory may be a temporary solution at the moment, but in the long run, the establishment of online channels is an inevitable trend. For e-commerce enterprises, how should we take advantage of this opportunity to make e-commerce platform go further and more stable?

Dong Xinda: the shoe net is helping enterprises increase sales volume, digest inventory and promote capital return. At the same time, it also increases user experience and expands brand awareness through scheduling its own platform resources, and ultimately achieves the comprehensive improvement of brand image.

For example, "special sale", "group buying" and "daily robbery" is to integrate the rich resources on the shoe net platform, so that the brand can be fully displayed, with a low price, visual impact and high-quality user experience, forming the two purchase and strengthening the brand viscosity.

In addition, it will help traditional enterprises to improve their service quality and upgrade user experience through special market analysis, sales planning and follow-up promotion, so as to help brands expand their popularity and reputation, cultivate customer loyalty and achieve sustainable development of online channels.

Zhao Yao: online inventory is just

One way to operate the online channel is to start selling products, because it is far from enough to rely on stocks to sell products.

Take a pair of 3000 pairs of shoes as an example, although the total volume is large, but assuming that this shoe has 5 colors, there are 35 to 43 yards, a total of 9 yards, of which the color and number of shoes that are better sold are not many, and sales promotion on Taobao may lose money.

Therefore, whether it is traditional enterprises or e-commerce enterprises, the management of online channels must be long-term. Online channels are more mature. Besides some surplus stock, they can produce some products independently according to the network consumption habits. Although the cost is relatively higher than that of the storage products, they are conducive to the development of brand long-term consumer groups.

Collective power

In 2011, the total amount of e-commerce pactions in Quanzhou was 48 billion 253 million yuan, of which the total retail sales volume was 7 billion 238 million yuan, up 37.6% over the same period last year.

The number of shops opened by Taobao in Fujian has exceeded 7, ranking the first in the country and fifth in the country.

Suddenly, like the spring breeze in one night, when our eyes are pouring into traditional industries, calculating which brand has opened more stores and which brand sales have broken through several billion, e-commerce has quietly made the paction volume nearly 50 billion yuan.

Now, when traditional channels are subject to cost pressures such as rent, labor and other problems, such as low demand and high inventory prices, as a powerful supplement to traditional channels, the electricity supplier channels begin to move from behind the scenes to the front desk.

Introducing tens of millions of dollars in venture capital, the annual turnover of a single enterprise exceeds 200 million yuan.

Relying on the strong industrial foundation, e-commerce enterprises in Quanzhou are showing a thriving state. Now they begin to "nurture" traditional industries, and help their traditional industries to digest inventory and return capital with their advanced ideas and management ideas, and move towards industrial upgrading and upgrading channels.