A Clothing Store Pforms Itself From Physical Stores To Online Stores.

The winter of P is cold in Beijing.

Li Xiaona sat in front of the computer holding a cup of coffee, kept answering messages, and from time to time he turned around and said a few words.

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< p > at Li Xiaona's home in a district of Xinhua Street, Tongzhou, Beijing, there are neat goods in the corner of a room.

Li Xiaona's parents are sorting and packing the goods, and the courier is waiting to pick it up in the living room.

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< p > Li Xiaona is a shop owner of Taobao fashion, < a href= "http://www.91se91.com/news/index_c.asp" > women's wear < /a >, who has been in Taobao for nearly a year.

"Business is good now," double eleven "that day, my small store has nearly 5000 yuan's income.

Li Xiaona had a smile on his face when he told reporters about business.

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< p > however, as early as the end of 2011, she had a worried look and said that her business was losing money again.

After graduating from University, Li Xiaona confidently joined the a target= "_blank" href= "http://www.91se91.com/" > clothing < /a > industry.

Like many stores, she has experienced the decline of clothing store sales and rising costs, and is trying to change.

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< p > from entity store to online store, Li Xiaona's pformation seems to be a little passive or even a mistake, but it just follows the trend of the domestic garment industry in recent years.

After 10 years of rapid development of gold, the domestic garment industry is facing difficulties and pformation.

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< p > < strong > withdrawal entity store < /strong > /p >

< p > "costs continue to rise, sales continue to decline, inventory backlog is also more, cash flow is less and less."

Li Xiaona summarized her many years of entity store operation.

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< p > 2005, after Li Xiaona graduated from University, with the help of his family, he rented a 30 square meter facade near the North Road of North Third Ring Road, Beijing, and started the business of women's clothing.

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< p > at this time, the clothing industry is in the ascendant, and the clothing market in Beijing is flourishing. Among them, the sale of women's clothing has an absolute advantage in the market.

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< p > Li Xiaona chose the shop at the time, which was close to the bus stop. There were many mature communities around it.

"The location is excellent, and the rent is not very high."

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< p > young Li Xiaona has a keen sense of fashion, coupled with a warm and cheerful personality, and his business is in full swing.

"Half a year in 2005, net income is nearly sixty thousand or seventy thousand yuan."

Li Xiaona recalled the business at that time, bluntly, that was her golden age.

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< p > the good situation has lasted for less than 3 years. Since 2008, Li Xiaona has found that business has declined.

Especially in the second half of 2008, the domestic economic situation is grim and household consumption is weak. Li Xiaona's store business is plummeting. "Although there has been no loss, profits have dropped significantly."

What worries her much is that many shops around her shop are beginning to shut down or turn around.

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Li Xiaona P did not choose to evacuate at that time. In her view, when the economy improved, the clothing business will still improve.

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< p > however, the change of situation made Li Xiaona begin to feel disappointed.

In 2009, with the revival of the economy, the business of her shop did not show any marked improvement. Instead, it brought another pressure to her: the cost was rising.

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< p > "what worries me most is the rise in rent."

Li Xiaona told reporters that the rent rose every year from 2009. By the middle of 2011, the rent of her shop doubled more than that in 2008, and it rose to 7000 yuan.

Rent plus water, electricity and other expenses, Li Xiaona shop needs nearly 9000 yuan a month, which does not include labor costs.

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< p > the cost has gone up, but the business has not improved. "There are more people in the shop and fewer people are buying."

Faced with this situation, Li Xiaona is very helpless. "In the past two years, the impact of online shopping on business is very obvious. Turnover has decreased by about 40%, but there is no way to deal with it. After all, customers have the right to try not to buy."

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< p > Li Xiaona said that in the past few years, the sale of nearly 20 thousand yuan of goods per month has seen a marked decline since 2011. After that, it was good to sell 10 thousand yuan a month, and overall sales fell by about half.

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< p > sales decline, cash in stock sales do not move, store backlog of more and more goods.

In particular, when Li Xiaona realized that many consumers were accustomed to using the physical store as a fitting room while the real consumption was online, she began to shake up the store business.

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< p > by the end of 2010, she bought a second-hand house in Tongzhou for nearly 5000 yuan a month, plus the child who was born in 2011, and her lover's income was not high.

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< p > in order to change the current situation of business depression, Li Xiaona also wanted to join a brand store or enter a shopping mall.

But after field visits, she found that the cost of shopping in the mall was even higher, and the flow of people in shopping malls was not as good as before.

Finally, she followed her friend's advice and registered a shop on Taobao in June 2011 to sell the clothing on the Internet.

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< p > < strong > growing online shop < /strong > < /p >

< p > for the decision to open shop, Li Xiaona is still very wise in Retrospect: "we must change. If we do not shop, we will not be able to live in the clothing store."

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< p > Li Xiaona made an analysis of the current situation. Her clothing store mainly targeted at the young group, which is the main customer group of online shopping, while the price of online shopping is only 30% to 50% of the physical store. Who else would like to buy it in a physical store? < /p >

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< p > when the shop opened just now, because the rent of the physical shop did not expire, Li Xiaona sold the clothing of the entity store to the shop, and the price was slightly lower than the physical store.

However, ideals are different from reality.

Due to the late arrival of the same store, Li Xiaona's new online shop was flooded in countless stores, and for a long time nobody was interested in it.

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< p > because of the low entry threshold and fierce competition, we need to spend a lot of energy in the early stage.

However, the entity store is still in operation, and Li Xiaona has been greatly affected by time and energy.

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< p > by the end of 2011, when the landlord told her that the store would still raise its prices, Li Xiaona told the landlord that she would withdraw.

After the physical store closed, Li Xiaona brought back the store's inventory to his home in Tongzhou, and set up shop online.

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< p > during the Spring Festival of 2012, Li Xiaona shut himself in and plunged into Taobao.

After nearly a month of learning and research, Li Xiaona has a clear understanding of the location and outlet of his online store.

While selling the stock clothing in the online shop, Li Xiaona found a middle end fashion fashion women's clothing factory to sell for sale through the accumulation of many years' clothing business.

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< p > "no inventory pressure, no need to worry about cost pressure."

This kind of convenient online shop sale mode, let Li Xiaona quickly tasted the sweetness.

With the help of the brand publicity effect of the manufacturer, she runs the online store with her enthusiasm.

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< p > from one thousand or two thousand in the first month to five thousand or six thousand in a month, Li Xiaona spent only six months.

"It is important to choose products for sale, but diligence also accounts for a great deal."

Li Xiaona now talks about online business.

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< p > 2012, "double eleven", thanks to the propaganda from upstream manufacturers, Li Xiaona's business is booming.

She told reporters that on the day of "double eleven", including her own clothing, she brought in about 5000 yuan.

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< p > with the growth of online stores, Li Xiaona gradually reduced the sales of clothing and gradually joined the sales of more fashion clothes, which made her product line richer.

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< p > "although it is also self purchase, but now do not have to worry about inventory problems."

Li Xiaona said that she is now buying in Beijing, every time she chooses to purchase her own clothes in a small way, and sells them in the shop. If the clothing sales are good, she can replenish everything at any time.

"This is not like a physical store at all times, so it's time to prepare samples to prevent spot trading."

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< p > Li Xiaona said that light has saved her considerable cost.

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P > doing business is a gamble, winning and losing.

However, if you insist on this, it is a good premise to grasp the < a href= "http://www.91se91.com/news/index_s.asp" > the clothing market < /a >.

In Li Xiaona's view, the online store mode is not only in line with market demand, but also the heart of the garment industry.

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