The Marketing Mode Of Clothing Industry: Changing The Way Of Buying Goods, Changing The Mode Of Opening Stores, And Solving The Stock Crisis.

"Before we met a popular product selling well in the store, we got hundreds of goods, and the goods also went well. Over the past two years, with the emergence of e-commerce, clothing The industry is not as good as before. The inventory problem is the first to be solved. Mr. Lin, who has been in Hangzhou for five or six years, told reporters.

Some time ago, rumors of a big clothing brand in Zhejiang were caught in a stock crisis. In fact, whether big brands or small shops, inventory problems are thorny issues. Each store owner has his own way of dealing with inventory.

　 Street personality shop >

Don't worry about customers, but stock is pressure.

Shi Yong, who has been in the clothing store for more than 10 years on the Wulin Road, told reporters: "this year's economic situation is not good, the entire sale is not good, our stock is also very big."

Big inventory has a great impact on the chain of clothing stores. So what is Shi Yong's response? "We reduced inventory from the beginning of the year by reducing the quantity of incoming goods. We can't sell the goods that we come in, and reducing the quantity of purchases is the only way. There's nothing else to do now. Face the reality. " Shi Yong said helplessly.

There is a small clothing store named peach on the way of racing boat. The owner, Momo, said that she bought goods directly from the East Gate market in Korea. "Sometimes they will send us pictures. When we pick them up, they send them. Sometimes we will go to Korea to buy goods and bring some fresh products back. " At present, many wholesalers and retailers will first send some pictures of new goods to the sellers to determine the goods so as to reduce the purchase cost, but this method is limited to some old customers who have worked for many years. After all, there are many shortcomings in picking products through pictures.

"We are roadside stores. Unlike this big brand, we have regular customers, mainly to see the needs of customers, so as to selectively purchase. This is also a way to reduce our inventory. The choice of goods is very targeted. We are like old customers like friends, fresh things will be the first time to tell them. Some fresh goods will be pushed, and there will be some concessions after matching. "

"We also have some cooperation on behalf of the sale, that is, on sale. The advantage is not only that our risk is smaller, but because we earn less profit and customers can buy it at a cheaper price. clothes 。 Also, in a period of time, such as two weeks, the goods have not yet been sold, so that the manufacturers can take them back. But there are not many such cases.

"We don't have much stock, and we can digest it even if we have it, such as selling it cheap or donate it to children in the mountain area. I think inventory is hard to sell, and the two sale will not sell unless the price is much lower, which is equivalent to selling. There are also environmentally-friendly, low income, thrifty people who may also buy these stocks, but these are not the main consumer groups. For example, some big brands may sell their clothes to the two or three tier cities. If the price is too low, the cost of clothes can not be recovered.

Linda is the owner of a clothing store in Hangzhou. In addition to the clothing store, there is also a cafe. She said, "I am mainly making profits through coffee shops. The stock of clothing stores is very large, which has great impact on my funds, and the money in the stores is padded there."

Linda's clothing store has only been opened for more than six months. "Inventory is so large, mainly because they do not have many experience, and clothes are relatively small. Now I can only respond by changing the way of purchase, and doing some purchasing and promotional activities. Because the opening time is not long, I have not done any activities, I do not know whether they will sell well after these discounts, and I will know when I do activities in spring next year.

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　　 Online shop >

Inventory will not occur, but it will be difficult to promote in the early stage.

Xu Luwen, a shop owner, runs a clothing store called Owlgarden's foreign trade list. She has no pressure on inventory.

"The biggest advantage of a shop is that the threshold is low," she said. "If you find the right source, your stock is only the sample you buy, and the rest are sold on the Internet for several items, and then go to the wholesalers to order a few. Compared with physical stores, online stores have little pressure on inventory. "

However, many online shopkeepers say that online stores must be new once a week, even if they do not have a high click rate. From getting goods to filming, to later mapping, etc., for a newly established online shop, actually the workload is still relatively large. Although shopkeepers do not have the pressure of inventory, how to increase the popularity of online stores is the most difficult problem.

Xu Luwen told reporters: "at present, many newly graduated students choose to start shop and start their own business, and add their understanding of brand to store management. This is a good phenomenon, but the road to entrepreneurship is also very difficult. Now the competition of online stores is very large, while realizing the ideal, we must also take care of the reality. " So Xu Luwen's first online store, Owlgarden, sells more popular clothes, which can guarantee his fixed income. Another "twins" is selling things that are ancient. "These are bags and clothes with age. They are second-hand goods. They will be more abroad. Ancient books are actually a kind of culture. Everything has its age story. "

Xu Luwen said, "there is no inventory problem in my two stores."

Mr. Fang, who is doing wholesale business in Sijiqing, told reporters: "we have a lot of shops here to open up online stores. After selling for several years, business is good, sales are up, and they want to make their own brands. Designer To find a processing factory, although this form may be more profit, but once a few goods do not sell well, the stock will be immediately available, which will immediately affect the capital chain in the store. Mr. Fang did not recommend that online stores should expand their scale and change their mode of operation when profits were good.

"80 after" south south is in the process of opening online shops, a lot of inventory. South South told reporters: "processing factories to produce thousands of T-shirts, think that the cost is low, it will be better to sell, the result of inventory pressure is several years. Now they have changed their trades, and their inventory is still at home. If you open online stores, the form of sales is a relatively stable way of operation.