Apparel Operators Suffer From Online Shopping

For online shopping, many people love and hate. stay clothing The most easily combined with the electricity supplier form industry, whether it is clothing distributors, entity shop owners or brand companies, are experiencing the throes of channel mode fission.

　　 Distributors: net sales price is lower than purchase price.

Joined in 2005 Lining Since then, from the peak to the trough of "Waterloo", a Lining distributor at the county level, the most painful moment now is the "blatant" squeeze of the rise of the electricity supplier to the physical store business.

Lining's distributor, for example, said that in September this year, Lining's official online store, Lining official mall, gave a discount of "spending 980 yuan, shopping 45% off again", which included many popular products during the season.

"45% off is in line with the discounts that I buy in the season, and even lower than most of the distributors' buying discounts. What does it do for our distribution?"

Moreover, there has been a recent campus agency business on the link of the front page of Lining's official mall. The discount for students is also 45% off or even lower. "Most of the regional distributors are close to forty percent off."

Another Lining distributor also complained to reporters, because the discount and selling price of online channels were lower than the distributors' purchase prices, resulting in the pressure on distributors to survive. Some distributors had to close down some offline stores.

In fact, not only is Lining, but more and more brands have already touched the interests of some of the entity operators when expanding their online channels, especially for those who are sinking to three or even below three lines.

　　 clothing Shopkeeper: do you want to continue the physical store?

Clothing stores are gradually becoming consumers' fitting rooms. Some customers will try them in the shops and then buy them online. Do you want to do the store? This is the distress of Miss Liu from Wuhan.

In 2005, Miss Liu opened a Taobao store selling baby products. After three years, the annual sales volume of the shop was over one million yuan. Meanwhile, Miss Liu chose to rent a shop with 60 square meters of prominent facade in the bustling area of Wuhan. At that time, the rent was less than 5000 yuan / month, and by 2009, the monthly rent of the shop rose to 7000 yuan.

In the past two years, Miss Liu has started to have a headache: the sales volume of physical stores has been reduced to nearly 2/3 by last year. Why do not you choose more online shopping with the same price for the same style products? The price of the same brand will be 10% to 30% lower, not to mention that many brands on Taobao still have authorized products.

At the beginning of this year, Miss Liu transferred the original facade and chose to rent a shop in a far away secluded area, and the shop area also reduced to less than 40 square meters. "It's all used for stacking goods. This facade is more like a warehouse."

　　 Brand clothing Enterprises: how to balance online and offline

Under the impact of online shopping, many garment enterprises have adopted online purchase and offline service mode, which not only stabilized the original sales channels, but also attracted more customers online.

But this is big. Brand clothing Business is not always a good idea. Because once the whole line is launched, it is easy to reduce the brand.

As a brand name, the last thing we want to see is the repetition of price war online, but this is unavoidable in today's online shopping market.

A large clothing group in Ningbo as early as 2008 "touches the net", has now implemented the whole brand on-line. A group of people recently told reporters: "we only regard the electronic business platform as a clear inventory channel, we have not yet found a better way of operation." In terms of product mix, the company mainly takes inventory in the next year, which accounts for 90% of all online sales, and the remaining 10% is new products that try to synchronize online and offline.

Seven wolves stakeholders also mentioned that most products under the online and offline must not be consistent. If there are too many discounts on the online products, there will be contradictions among the channels.

At present, the seven wolves' network channel system is made up of flagship stores, large distributors, specialty stores and factory stores. But there are still some problems. The rapid development of "wolves" does not form cooperative combat capability. Because of conflicts between categories and styles, there still exists price competition between them.