Shoes And Clothing Enterprises Clear Inventory Jinjiang Changxin Road Into "Brand Sale Street"

　　 Jinjiang The rental level of shops on both sides of the Changxin road has increased a lot recently, resulting in the rise in rents due to the fact that many brands enter this street to start a sale at the end of the year. With the sale of Li Lang as the center, many Jinjiang brands such as XTEP, Hongxing Erke, Pu Le Road, and 100 million Mickey and so on occupy the "favorable position" of the surrounding areas, and "get together" to set up a special sale meeting. Changxin road is gradually evolving into " Brand sale Street "

In fact, the sale at the end of the year has already been held for many years, and unlike the sale of the real estate, many other brands that sell on its periphery will be "slightly hasty", most of which are understaffed and lack of planning.

Under the current high inventory pressure, the sale of one street in the brand sale has become the means of "shoe rescue" for many shoe brands in Quanzhou this year. While clearing stocks, most of these sales will be rented out of stores or even away from franchised stores. "This is to avoid damaging the store image and protecting the brand value." Insiders said.

The rise of "brand sale Street" 　

"These two days ask this store rent price person specially many, bid one higher than one." Mr. Wang, a shopkeeper from Changxin Road, Jinjiang, told reporters.

What is the reason for asking Mr. Wang to rent a higher price?

Originally, just a few days ago, the sale of Li Lang's "national attack" was officially launched. The brand popularity of the company has attracted many consumers to attend the sale, and at the same time, it brings huge traffic to Changxin road. A large number of Quanzhou brands have spotted this opportunity, centered on the sale of Lee Lang, and occupied the "favorable position" of the surrounding areas early. "Naturally, the rent is rising." Mr. Wang said.

According to the reporter's observation, the sale of XTEP brand will also attract many consumers at the edge of the sale of the Li Lang special sale. The shoes and clothes usually sell for hundreds of dollars will also be sold at a price of 100 yuan. "Consumers who go through the sale will visit us more or less." XTEP brand sales staff Zhang Xiao Zhang told reporters.

And in the XTEP brand sale will be opposite, Hongxing Erke, Pu Le road outdoor and 100 million children's shoes and other brands have also spread out in the near future or large or small sale booth, Changxin road is slowly evolving into a brand sale street. "Obviously, all of these brands are" getting together ". All the sales will be held in order to use the" brand effect "around them. Jinjiang Changxin road is becoming a" brand sale Street ". Insiders told reporters.

In fact, many entrepreneurs in Jinjiang have seen this. "If I find a storefront near Li Lang, a special sale will be done to sell some broken codes and the sale of the stores at various stores, and some stocks should be sold well." Mr. Xu, head of an outdoor brand in Jinjiang, can not help beating his own calculations. Although not as high as a sports brand, hundreds of millions of high inventory, but close to the year, he still hopes to sell inventory as soon as possible, the sale will become his ideal sales channel. "In particular, there will be a lot of people who are attracted by the brand influence."

Lack of manpower

Most sales will be "slightly hasty".

"It cost 50 yuan to buy a cotton dress for himself, and a new pair of shoes for 100 yuan. This pair of shoes is not old stock, but this spring style." In the eyes of consumers Xiao Chen, the brand sale will be a street brand that is "cheaper than", "no need to go anywhere else, in this street, you can buy the discount products of all brands, save time and effort."

Consumers save time and effort, but the brands on the Changxin road will be "dizzy" for the sale. "We have already started to get busy getting the location, talking about the price, and supplying the goods." The staff of Hongxing Erke special sales conference said.

At the end of the year, the sale of Li Lang will be held for many years. On the first day of the sale, though there are two 100 meter queuing tickets and the "long queue" coming into play, the early preparations for the sale of Li Lang are very hot and orderly for the special stores. Most of the consumers coming from the sale will be satisfied with the big bags and small packages.

Unlike the sale of Li Lang, a lot of other brands that sell on the periphery will be "slightly hasty": some brands only choose to place goods on the street as customers, and do not classify their products, or even the phenomenon of mixed stacking of clothing and shoes. "No way, the brand has decided to sell it here for some time. At the same time, this is the first time we have done such a sale. Many places have no experience." A brand sale on the Changxin road will be held by Mr. Ding Ding told reporters.

As a matter of fact, there are many inexperienced places on the road of Changxin, such as the shortage of manpower, the lack of goods to be sought, and the lack of planning. For these "problems", the reporter has personally experience: in the Pu Le road special sale meeting, the reporter wants to buy a pair of 42 yards of climbing shoes, the staff used 13 minutes completely turned over 24 shoe boxes to find this shoe. "On the spot, I have two people, including the cashier, I have to manage the goods, and answer questions for the customers who come to consult, and sometimes I have to shout twice." When the staff member turned the shoe box, she told reporters like this.

　 Another rental shop

Protect brand value

The sale will reflect a kind of helplessness of the Jinjiang brand: the high inventory pressure has forced the shoe and clothing enterprises in Jinjiang to lay down their bodies and make every effort to "go to stock". According to public data, in the first half of this year, Lining, Anta, 361 degrees, XTEP, PEAK and other 42 listed clothing enterprises inventory amounted to 48 billion 300 million yuan. Among them, Lining, Anta, 361 degrees, XTEP, PEAK and the trend of the 6 domestic sports brands total inventory reached 3 billion 721 million yuan, compared with the total inventory of 3 billion 699 million yuan at the end of last year, an increase of 22 million yuan.

In fact, under the current high inventory pressure, it has become a lot this year. Quanzhou shoes and clothing The important means of brand "self rescue". However, at the same time, how to keep the brand value and height accumulated over the years will also test these enterprises. Although the sale will enable these brand funds to return quickly in the short term, however, such a low price promotion will also bring many negative effects to the brand image of the enterprise. The "sale meeting" can effectively improve the company's "clear inventory" capability, but this will cause a certain degree of damage to the brand image. Yu Fei, a famous marketing expert, told reporters.

What is worth mentioning is that when the stock is cleared, most of these sales will be rented out of stores or even away from the exclusive stores. "This is to avoid attacking the image of the store and protecting the brand value." In an interview with reporters, the manager of a brand emphasized that most of the special products will be sold over the season, and there will be differences with the seasonal products of the specialty stores.

When asked whether the sale would affect the brand value, the store shook his head. "It took us a month to put a lot of manpower and material resources into careful planning. The aim is to give consumers an impression that such activities are not organized by ordinary brands. This is also the propaganda of big brands. But this is not a euphemism to preserve the brand face.