Clothing Brands Try Their Best To Reduce Inventory.

The reporter has learned that Semir, October mommy and other brands that have developed rapidly in recent years have begun to strengthen the reconstruction of channels, and the "re investment" plan for the purpose of reducing inventory weight has achieved certain results.

"Three networks in one" digestion inventory

Some fast fashion brands also hope to create a sales mode called "three networks in one", which will be sold on the "online Internet", "offline entity store channel network" and "mobile phone network".

Inventory problem has been plaguing fast fashion brands, no matter what they are.

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High inventory problems have become the focus of their efforts this year.

It is understood that Semir and Dr. frog are fast fashion.

The brand is in contact with the network sales and operation company, expanding the network channel with the purpose of selling inventory.

"We are still negotiating."

Yuan Feng, director of offline operation center of Shanghai Green Box Technology Co. Ltd., said, "but we can not disclose progress."

At present, the green box brand is Taobao and Tmall network sales of children's clothing leader, and many traditional brands are optimistic about the green box's operation mode and operation experience, only to negotiate with the green box.

According to reporter understanding, borrow green box sale mode, investment needs at least 4 million to 6 million yuan.

In fact, this amount of money is only a drop in the ocean for Semir.

Data show that Semir's inventory is currently about 1 billion 300 million yuan, an increase of 30% over the end of 2011.

Yuan Feng introduced, "many offline brands still want to carry out inventory sales through network channels, and new products are relatively few."

In order to eliminate inventory, many offline apparel brands are linked to the famous Taobao brand, such as green box and Han dresses, hoping that the other side can promote and manage the brand online shop.

And some fast fashion brands also hope to create a sales mode called "three networks in one", which will be sold on the "online Internet", "offline entity store channel network" and "mobile phone network".

If it is merely selling goods in stock, the dealer's acceptance is better.

The green box became the first seller to break through 25 million in Taobao's double "11. 11" promotion.

"Such a fast sales mode has great attraction for brand owners with stock pressure."

Yuan Feng said.

However, this mode is not "perfect". The success of online stores to maintain repeat purchase rate is very important, but inventory products can not make consumers more interested.

"If you want to achieve sales volume on the Internet, it is very important that there will be new styles coming out continuously to attract consumers to keep buying.

The green box has a repeat purchase rate of 60%, so it is difficult to protect customer loyalty by relying solely on inventory.

Yuan Feng said.

Refunding channels

Dealers on three and four line channels are very interested in some off-season products, especially for low discount stock products.

This is also very consistent with the expectation of October mommy to dealers.

In 2012, the reform of cruise oil drain channels was one of rapid development of online stores. In the latest sales record statistics, October mommy has become the sales champion of Tmall's mother and infant products.

For October Mommy, another thing is more breakthroughs - recruiting dealers in three or four tier cities.

"We found that a good way to manage inventory is to sell products to three or four tier cities at a lower price."

Zhao Pu, founder of October mom, said.

In this way, inventory products will not impact Direct stores, but also expand the channel layout of October Mommy.

"Dealers are also very welcome."

Zhao Pu said.

In the above two aspects, October mommy has denounced huge sums of money.

"In terms of return, this is very rewarding."

Zhao Pu said.

Previously,

It is also troubled by inventory, and the inventory is in the two digit high position.

"We used to be very strict with dealers, and even not allowed to join in some cities."

Zhao Pu said that after the layout of the big city, he began to think about how to deal with the two digit inventory.

"I thought of sinking channels, where to develop distributors."

Zhao Pu tried to recruit distributors, which are mainly concentrated in three or four line channels.

In the communication with distributors, he found that dealers in three and four line channels are very interested in some off-season products, especially for low discount stock products.

This is also very consistent with Zhao Pu's expectations for dealers.

Because it is just an action to test water, Zhao Pu still manages the dealer strictly.

"Basically, it is a year to sign a dealer. If it fails to meet the requirements this year, it will terminate the contract next year."

Zhao Pu gave them a lower discount according to the dealer requirements of the three and four tier cities, but he did not disclose the discount figure.

According to the reporter, according to industry rules, under normal circumstances, dealers get the factory price of goods is seventy percent off of the final selling price, and the dealer of October Mommy should have won the shipment price of less than seventy percent off.

At present, in addition to direct marketing and joining two channels, e-commerce has also become a new business growth point.

Starting from the line in October 2010, today's online business has reached more than 300 yuan per month, and has achieved a three stand relationship with direct and franchise channels.

Inventory can also yield benefits.

In an internal gathering of the Zhejiang chamber of Commerce, a sad news came that "a factory that sold hundreds of millions of dollars a year has only 200 thousand yuan left in its business account."

For any entrepreneur who has worked hard in the market economy, the outcome is miserable.

In front of a gold company, buyers queued up. Some enterprises that had worked hard in Jiangsu and Zhejiang provinces cleaned up workers, and used the rest of the money to buy hedge products such as gold bars.

It's just a microcosm of the global economy. No one knows when the most serious economic crisis in this history can get better, but everyone knows that money is not making a good profit.

What do you want to do during the economic crisis? This is an interesting question.

Xiong Peiyun, founder of the ideological website, thinks that when you don't know what you want to do, you can either learn or earn money.

For an individual, learning is a familiar thing.

For enterprises, learning to make money in the economic crisis is a learning.

Li Jiantai, a professional inventor buying merchant, recently cleaned out a batch of "treasure" - 500 leather bags, each bag selling only 20 yuan.

Li Jiantai calculated that the sale of these bags to the United States would double the profits.

Li Jiantai began to stock up in China in 2003 and sent them to retail outlets in the US "99 American stores".

Because the terminal price of the product is low, Li Jiantai has to find cheaper Chinese products, and the inventory products just satisfy the requirements of the US customers for the cheap and high quality products.

50 yuan a piece of leather clothing and all kinds of amazing products are waiting for Li Jiantai quietly.

For any brand venture, such an ending is tragic and distressing.

The ultimate demand of the brand is to ask Li Jiantai to cut it out.

A trademark.

Gradually, brands can no longer ignore the existence of inventory.

The realization of inventory is not only an economic need, but also a respect for its own brand.

As a result, brand owners are willing to invest in inventory solutions again.

During the economic crisis, it is more important to complete its own reform and make money from intensive farming.

In fact, only when we first lay a good road, can spring come faster.