Double Eleven Data Embarrassing Clothing Brand Line Embarrassment

Under the influence of "double eleven" effect, traditional retailing

Online sales hit a new high.

The explosive growth of sales data has led to the market's thinking: whether the explosive growth of the online industry will affect the sales channels of the brand offline? Yang Dayun, a well-known domestic clothing brand marketing expert, told reporters that "the explosive growth of online channels actually reflects the extreme weakness of the offline market."

As a well-known clothing marketing expert, Yang Dayun, after discussing with several brands, said that the "double eleven" amazing sales volume could hardly conceal the worries of the whole year's sales.

According to Yang Dayun, the major clothing brands have already regarded Tmall's "double eleven" as a very important time in marketing strategy. Many brands have been preparing for a long time before "double eleven". "With the growth of Taobao sales, the growth of single brand is not surprising."

Yang said, "the best selling product on Tmall is Lexus group's products. The group is the parent company of VERA MODA, JACK&JONES and ONLY, but Lexus's sales in Tmall last year were only 500 million yuan.

Therefore, the possibility of other domestic brands attempting to open up network marketing channels through Tmall is relatively low.

At present, the annual sales volume of famous brands on the domestic line is less than 200 million yuan, and online advantages are easily copied by competitors.

Pacific Securities data show that in 2010, the total revenue of 34 online companies in the top 100 chain enterprises in China was only 3 billion 400 million yuan, which is only equivalent to the sales volume of one year's sales of 1/3, and less than that of Jingdong mall.

Moreover, the proportion of online revenue to total revenue is small in the retail businesses with touches (most of which are less than 1%).

"The surge of data highlights the weakness of the offline consumption environment."

Yang Da Yun said, "double eleven" sales promotion is still prying consumption with prices, so there is no online selling well.

Yang Dayun said.

For example, in the first half of this year, revenue grew by 23.58%, down from 31.02% in the same period last year.

In the first two quarters of this year, the growth rate of single quarter revenue was 22.58% and 24.90% respectively.

Brand in the first half of this year

The company's revenue growth generally declined compared with the same period last year. On the one hand, the continuous improvement of prices in 2010/2011 has been difficult to sustain in the current economic environment. On the other hand, the order execution rate has been affected by the terminal downturn this year, and there has been a general discount, which makes the growth of the actual report revenue and the growth of the pre order meeting vary.

When the terminal is in a downturn, some Brand Company take the initiative to increase their returns to reduce the pressure of joining agents. For example, the birds (002154, closing price of 9.31 yuan), this part of the returned products directly reduces the revenue of the two quarter.

At present, the discount strength of many brands under the line has exceeded 30%, but it has not yet leveraged the consumer market, which can not help but cause the market's worries about the fourth quarter sales.

Orient Securities analyst Shi Hongmei analysis pointed out that, from seven or eight month industry retail data and some brand listed companies terminal research situation, the three quarter due to the terminal downturn, many Brand Company shops adjust the pace and amplitude has accelerated, closing stores are generally higher than in previous years; due to profitability and terminal inventory and other reasons, the number of new franchised stores is also lower than expected.

Because of better resources, brands are relatively more open in the downturn.

"For the brand listed companies, the three and fourth quarter, especially the fourth quarter, are the most important periods of income and profit. Combined with the growth rate of orders in 2012 spring, summer and autumn and winter, we expect that most brand listed companies will increase their income in the second half of the year, most of which are not as good as the first half."

Shi Hongmei also said that the fourth quarter, the weather will also become a key factor.

If it is cold winter, this winter clothing sales still have more hope; if it is warm winter, the pressure is relatively large.

If this happens to 2013, autumn and winter

It will not be optimistic.