The "Double Dawn War" Encountered A Dumb Embarrassed Shoe And Clothing Brand With More Choices On The Sidelines.

In the week after the Western Christmas in December 25th, the new year's day soon began to usher in 2013, and the "double eleven", which created the myth of sale, made many platforms and businesses still interested in it, shouting "a month ago." Twin Wars "Coming soon. However, a reporter's visit found that this long planned consumption craze has been collectively cooled by the major brands, especially the shoe and clothing brands that had invested heavily in the past.

Analysis of the industry, the "double war" embarrassment of the dumb fire, mainly focused on Online retailers The biggest damage to the brand is that only the online shopping platform will eventually be able to make money, and the brand is a typical "losing a wife and a folded soldier". But this weakness is definitely temporary. E-commerce will become the main marketing channel outside the physical store. It is a major trend to develop a product line exclusively for the sale of the Internet, or it will become the focus of next year's war.

　　 Low discount, low turnover

Christmas this year, Seven wolves men's wear In the Tmall flagship store, the price limit was 81.1% off. However, this is the price for many dealers who want to cry without tears. The volume of the group purchase is 0.

From 50 percent off to 60 percent off, to 70 percent off, and then to less than 80 percent off, this price war smoky and hit consumers and dealers. Not only the seven wolves, but also the shoes and clothing brands that occupy the mainstream industry in Quanzhou, including men's wear and sports brand, the price war, discounts and gifts, postage charges below 80 percent off in the second battlefields have become commonplace. However, what is the problem of ultra-low discount but low turnover?

"First, the consumer is rational, and the less expensive clothes are for money." second, it is the rationality of the enterprise. If it continues to sell so cheap, it will eventually lead to the collapse of the brand, so it is better to sell it. Wang Dongzhu, President of the Quanzhou Association of electronic commerce, analyzed the double damage of "double low", which is the double injury caused by fanaticism to consumers and enterprises. Because the expectation of price is definitely getting lower and lower. It seems that the consumption before is deceived by the brand. In addition, there is another important reason. In early November, it was the concentrated stage of autumn and winter dressing. By December or new year's day, it was mainly replenishment. Many brands shouted loudly, mainly because of the impulse of the end of the year, but it was no longer important.

　 Damage brand and cause trouble

"This year's" double eleven "we have participated, but also very restrained, after the 12, Christmas, new year's day and so on all do not do special activities. Anta electric executive vice director Peng Ao analysis, online sales, should be regarded as the continuation and innovation of traditional business, but not purely as a new and independent channel, to fundamentally implement the rules of commercial operation.

This year's "double eleven" big promotion, 19 billion 100 million yuan beautiful report card, as well as many brands sell hundreds of millions of dollars, behind most of the spit blood summary. Seven wolves electricity supplier responsible person has publicly introduced that the functional positioning of the electricity supplier is clear inventory. However, this kind of strength has been blocked by reality: with the sales of 30 million yuan as the benchmark, we need to prepare 60 million yuan of goods. According to the 1.4 times storage requirements, we need 84 million yuan to prepare for the investment. "That is to say, the big preparation is behind the big preparations, and it is short term. It will be more trouble than opening an order." A person familiar with the matter said that it was successful to make ends meet.

However, the continuous promotion of brand damage is the general consensus of the industry.

Reporters learned that Anta in the "double eleven" promotion, advance booking limit: to achieve twenty million yuan, stop. After the statistics found that the first day to achieve the goal, 120 thousand single. "As a brand, if we want to develop in the long run, we must be responsible for the customers. Big discount, continuous discount, can not explain. " Peng Ao analysis, on the one hand is brand loyalty, the electricity supplier is a useful supplement and consumption experience, discount is too low, the brand is cheap, online and offline contradictions; on the other hand, continuous promotion, if there is no lower discount, there is no great significance, but the discount has been repeatedly reduced, it will hurt consumers who bought in advance, feel expensive or cheated.

Small do kindness, do great harm. As a trend that can not be ignored and avoided, the electricity supplier will be a common topic for every brand. "How to control the quality and promote the brand promotion and sales promotion will test the effectiveness of the executive." Peng Ao believes that last year's tide and heat this year will require a summary and transformation next year.

　　 Special development series

Although the electricity supplier has greatly promoted "letting profits", many brands can not afford to cry, but its vane has begun to show its effect. Reporters learned from many enterprises that next year or further develop a series of products exclusively for online shopping.

"The best way to make online and offline interference is to make different brands." Chun Ming, deputy chief marketing officer of Bao Da shoe industry, said this adjustment is very flexible. As a brand sticking to the tide brand line, the main brand is vulcanized shoes. This year, we have tried to separate the two brands of Bao DA and ZK, and have special positioning. In the early stage, the boss decided to make the line, and later adjusted the main line, which is to consider the lack of new brand influence. The same input will be more suitable for offline.

In fact, shoes and clothing as light industrial products, the impact on the line has begun to appear, but there is no large-scale emergence of online brands, that is, considering the lack of influence of sub brands in online shopping. Among the brands in Quanzhou, Jomoo, the bathroom industry, took the lead in adopting a product specific approach. "First of all, we need to ensure that the brand has been built by Jomoo, and secondly, we need to ensure that we can not help the entity store because of online sales." Xu Changyuan, director of Jomoo's electricity supplier, analyzed that different prices, different positioning, different customer groups, online shopping products will not appear in the physical shop.

In shoes and clothing industry, this practice has been more cautious before. This year's biggest XTEP has taken the cooperation with the electronic business platform, developed a specialized single shoe, "step by step," an activity, down sales of over a million pairs. "I have always stressed that the electricity supplier can not be the main force of clearing stocks, but a position for brand promotion." Wang Dongzhu believes that this practice is more sustainable, can integrate more brand elements, promote offline activities to consumers, forming the resultant force under the online and offline.