The Sales Situation Of Physical Stores Is Not As Good As That Of Clothing Companies In Previous Years.

In proximity

The center of the BOM area, Nan yuan No. 1 is not alone.

As a residential group in Humen town Bo Yong community, over the past 10 years, Pomme has dozens of large fabric materials and various types.

The wholesale market can be regarded as the blood supply center of the famous clothing city.

In addition to a large number of supporting markets for clothing and raw materials, BOM has also concentrated a large number of rental housing. "50% of these houses are basically garment processing workshops, one floor and one workshop."

According to insiders, over the past 10 years, the new community of BOM has concentrated on hundreds of small garment industries, mainly relying on the fabric market and whatever cloth they want to buy.

But now, as orders for upstream processing are decreasing, many practitioners are planning to close and others enter.

The field, "even if the rich people's bunk is cheaper, we can not afford it, but the threshold of online shop is not high enough to play."

In a rental house in Bo Mei, the Cheung Kong power store opened in Jingzhou, Hubei.

Zhang Bingquan conservatively estimated that at least 30% of the whole "BOM" clothing factories, like him, were "pformed".

Store sales situation is not as good as in previous years?

This is Xiaoli has not been out for tenth days. Half a month ago, the landlady told her "tomorrow is not going to work. I will call you on time."

This means that Xiaoli's second job is coming to an end this year.

Xiaoli, 22 years old, is from Hubei. She has worked as a saleswoman in the women's street clothing stalls for the past 3 years, and tens of thousands of young girls have been engaged in this kind of work in Humen.

"In July, sales of the stalls declined sharply, only 5000 yuan a day, and nearly 600 thousand in April."

Xiaoli said that the landlady made some efforts, including the design of some new models, but still can not save sales decline. In the best case of 2010, Xiaoli once received a monthly salary of nearly 10 thousand yuan, but now, more than 2000 a month.

Xiaoli's monthly salary in addition to 2000 yuan minimum wage, the rest of the basic and sales performance linked, each sales of 10 thousand yuan, she can deduct 50 yuan or so, "this year, the entire Humen clothing market is not good, after the Spring Festival, I work beside the rich people in a stall, but by March, because of too little interest in unemployment, after this month again unemployed, I spent 5 days did not find the ideal job."

Relative network marketing has sprung up in Humen, and the traditional store sales performance is showing signs of decline. In the clothing wholesale sector of China, the famous fashion city of rich people has started to test the water retail business since July 21st, and other shopping centers to occupy the share of the local retail market. Maybe it can explain some problems.

Before that, the merchants of Fu Min fashion city had never looked up to retail customers. "Under normal circumstances, the wholesale price is 30 yuan per piece.

Retail sales will be between 60 and 100 yuan, forcing customers to buy at least 3 items.

Mr. Ho, who has been engaged in clothing wholesale for many years, said that there would be many customers if he opened the door every day. If everyone was a retail customer, he could not sell several clothes all day long, and he could not earn even the rent.

However, on the day of July 21st, the summer Shopping Festival of Fumin fashion city, featuring the theme of "colorful summer, splendid and prosperous people", was launched. The management asked all operators in the shopping mall to produce at least one of the latest listed garments and take part in the "wholesale retail price" as an important way to test the response of the retail market and the feedback of the latest products.

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This is unique in the history of enriching people.

The most direct barometer of volume reduction is rent reduction.

"The history of a monthly rent of 100 thousand has gone forever. Some floors with higher floors are less than ten thousand, and can be rented. The customers are mainly fewer customers than before."

Mr. Ho, a wealthy businessman, said that his current rents were still over 20 thousand yuan, and he failed to negotiate with the landlord for several times. He placed his hopes in the second half of the year. "To see if the peak season will be better, the current sales estimate is only half that of the same period last year."

Mr. Ho said that the shops in the central area of Fu Min fashion city can find answers to dozens of stalls waiting for rent, and even the lowest price appears the word "5000 yuan full package".

The sales situation of the old Fu Min fashion city is quite representative in the clothing market group of Humen.

The slump of upstream sales links directly leads to the depression of processing links. "Small garment processing workshops no longer rely entirely on their inherent customer groups, and they develop new profit models."

Ceng Shilin said that most of the operators of Nan yuan No. 1 were forced to surf the Internet.

Da Ying's overall "touches" won the first fruits.

As a matter of fact, another big tycoon in Humen garment industry began to pform as early as 2009. In July of that year, Da Ying came up with a storey building to build a big Ying net shop Town, and took the sales mode of the entity store plus online store.

Now, the area of Daying Ying shop has expanded from the first floor to the 3 tier today, with hundreds of online shops.

"Rent free to the current and internship students, to provide them with a low threshold of entrepreneurship platform."

Sun Ying, deputy chief executive of Daying Ying, said that the concentration of all online stores can get more customers' recognition. The Internet is very fictitious. If you add a physical store, it will make customers feel more comfortable. "It will also produce brand effect."

Sun Chao recalled that at the beginning of the online shopping mall, Da Ying bought a set of nearly 40 thousand yuan shooting equipment for merchants to pass pictures of physical objects, but now the equipment has been eliminated, and many businesses have bought better machines. "They even invite some die ads."

Sun Chao believes that at present, there are not many e-commerce groups in Guangdong such as Daying Ying Dian City. "The source of goods is in Humen, and pportation is very convenient. Not long ago, seven or eight large logistics companies were introduced."

Sun Chao initially calculated an account. It was only at least 30 thousand pieces of clothes sent to the field every day on average.

"This is a great result. No matter what the situation of clothing wholesalers in the future is, our present situation can be said to be a smooth move."

Viewpoint

A good online trader may not be able to reach 10%.

"200 thousand votes must be there."

Tan Zhiqiang, director of the Humen Municipal Bureau of classics, said that as early as a few years ago, the government had realized that e-commerce played an important role in promoting the development of the garment industry. But to do well in e-commerce, the first is the cultivation of qualified personnel. At present, two groups of more than 100 people have received professional training.

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"More than 6 of the clothing companies in Humen are already doing e-commerce, but not many of them are doing well, maybe less than 10%.," Tan Zhiqiang said in an interview. Humen is working with the Chinese Academy of Sciences in preparation for the construction of the "logistics Internet" in the garment industry, linking the upstream and downstream businesses of the clothing industry through a website. The first stage is to build a network framework.

In fact, in June of this year, Yin Jinghui, deputy director of the Standing Committee of the Dongguan Municipal People's Congress and Secretary of the Humen Town Committee, led the representative of the town's economic and trade, foreign trade and chamber of Commerce, and went to the Jiangsu and Zhejiang provinces. During the inspection, they spent a day visiting Hangzhou in Humen. Yin Jinghui hopes to strengthen exchanges and cooperation between Alibaba and Humen, and strive to introduce Alibaba into Humen's Fumin business center.

For the olive branch thrown by Humen, the Alibaba will seriously consider it.

Influence

One day, the net sells 300 thousand garments to carry the express industry.

"I have already built this building, and the whole volume of shipments is bigger."

On the afternoon of July 8th, under the South Garden No. 1 floor, Liu Zhihui rode a tricycle and his girlfriend came to pick up the goods. He was a salesman of the express company, and the average delivery volume of Nan yuan No. 1 was about 500 votes per day. "This house has brought me a lot of income."

Liu Zhihui said, usually 500 tickets express about 700 clothes.

In the PMO group, at least 10 express outlets are concentrated, which is closely related to the local clothing network operators.

"Everyone is trying to divide the cake. It used to be divided into districts, and now it is accurate to every building. Unless it is your network that can not be served, others will step in."

Liu Zhihui said that the competition of the express industry in the BOM area is not fierce.

Located in the central area of the city, Daying Ying Dian City is a must for the express delivery industry.

"Just 5 E, almost 10 major express companies such as Zhong Tong, Shen Tong, Yuantong, rhyme and postal E M."

A practitioner who did not want to be named and acted as a representative of a courier company stationed in Tai Ying said that he had received less than 200 votes per day due to late entry. "Compared with 20 thousand votes per day, a company is insignificant."

But for this statement, the head of a courier station in Da Ying denied that, "up to 2 a.m., up to more than 10 thousand votes."

However, Miss Cai, who is stationed at Daying Ying point in STO, said that the whole volume of the shop in the peak season of clothing sales will not be less than 4 million tickets per day. "Close to 50 thousand clothes."

"From a statistical point of view, the entire express industry in Dongguan is the best in Humen, but it is also the most competitive area, mainly because clothing sells online for a day better than a day."

Mr. Xiao, a business manager of a logistics company in Humen, said that the number of clothes that Humen sends to all parts of the country every day will not be less than 200 thousand votes (about 300 thousand sets). He thinks this data is conservative. After all, there are still some small courier companies whose data are hard to count.