Foreign Trade Apparel Industry Wants To Win The Electricity Supplier

< p > for the first time to see room Liang, he was carrying boxes in the warehouse.

"Vip.com on Ma Xin activities, stock 30 thousand, lack of manpower, the whole department is here."

Fang Liang explained.

The rapid growth of the electricity business has left his staff seriously inadequate, and many things have to be done personally.

< /p >

< p > as the director of the electricity Department of Ningbo Changlong Guotai group, in 2012, the commercial business of Fang Liang was responsible for more than 100% growth, creating more than 12 million yuan sales for the company. Although this figure is not remarkable compared with the performance of Changlong 650 million yuan a year, it is the direction of Changlong, which has been working hard for foreign trade clothing.

< /p >

< p > "foreign trade < a href=" http://sjfzxm.com/news/index_f.asp > dress > /a > big factories do electric business. This is not isolated in Ningbo. "

Wang Qi, Executive Deputy Secretary General of Ningbo Electronic Commerce Association, said.

< /p >

< p > as a garment export Town, Ningbo has a large number of foreign trade clothing enterprises. The financial crisis began in 2008, which has severely damaged these enterprises. Large enterprises including foreign trade, including Changlong, suffered from orders decline and production line downtime. Later, with the help of industrial upgrading, they made OEM (Original Equipment Manufacturer, original factory commissioned) to international brands such as Zara, Jack&Jones, Vero Moda, and so on. After 2011, they gradually got out of difficulties.

However, the appreciation of the renminbi is constantly increasing, and the European and American economy is not clear. The foreign trade situation is still not optimistic. Therefore, a large number of a href= "http://www.91se91.com/" > foreign trade clothing > /a > enterprises began to strive to build brands and develop domestic trade, with a view to "walking on both internal and external legs" and gaining a more stable future.

< /p >

< p > however, the practice of brand domestic trade is quite different from that of foreign trade. Domestic trade requires strong sales channels and access to shopping malls and shopping centers. In the face of problems such as entry fees, discount points (to retailers' sales distribution), manual and sub regional inventory allocation and so on, it is very easy to form large inventory backlogs like Lining and America.

< /p >

< p > according to the calculation of Ningbo Changlong Guotai group deputy chief Zhu Jianming, retail sales in general domestic brand lines, accounting for about 30 yuan in sales of 100 yuan, accounting for about 10 yuan of human cost, plus the entry fee and the inventory that must be dealt with. Finally, the gross profits of the brands themselves can be reduced to less than 10 yuan.

In addition to the slight profit, the careless, the style is not to be seen by the consumers, the clothing is unsalable, the goods are overloaded, and the retailer has to face the minimum sales requirement set by the retailers, so as to make up for the insufficient buckles, and the loss is inevitable.

< /p >

< p > the result is that under the offline domestic trade, there are many inputs, complex controls, small profits, and easy backlog of stock. It is not as good as foreign trade orders, making a calculation. Although the profit is low, it does not lose money, has little inventory, and is much simpler in management.

As a result, clothing chiefs who are accustomed to foreign trade orders are more likely to regard "brand + domestic trade" as "chicken ribs".

< /p >

< p > until the last two years, the situation has changed.

On the one hand, e-commerce continues to heat up, consumers are turning to the virtual world, clothing has become the largest sales product on the e-commerce platform; on the other hand, the electricity supplier breaks through the time and space constraints, the whole network sales mode is becoming more mature, and the initial team investment is not high, so it is possible to "bypass" the problem of domestic trade under the line, which makes foreign trade clothing giants rekindle enthusiasm and start the dream of domestic trade business.

< /p >

< p > < strong > electricity supplier's benefit < /strong > < /p >

< p > of course, the traditional foreign trade providers have to go beyond the "Longmen" of the electricity supplier and play the new technology of "mouse + cement", and the first thing to do is to find the "sweet spot" of their own operation mode combined with the electricity supplier.

< /p >

< p > "initially, inspired by a colleague in Yunnan, it began to intervene in the electricity supplier."

Zhu Jianming told me that at that time, at a dinner party, Zhu tolu made a bitter taste of the domestic trade under the line. There was a colleague from the Yunnan electricity supplier Association who suggested that he borrow the electricity supplier to relieve his worries and take him to several typical enterprises.

Zhu first saw the advantage of eliminating inventory in the electricity supplier channel.

< /p >

"P >, therefore, Changlong initially selected vip.com as the" sewer "for the realization of inventory. After half a year's statistics, only a" pirate "brand, the inventory accumulated for four or five years was digested by half.

In the past, the number of shipments of ten pieces per day has now become tens of thousands and tens of thousands per day.

< /p >

Less than P, the number of such sharp changes is constantly stirring up Zhu Jianming's nerves. He quickly put the three domestic trade brands "electric business" into a special team operation.

< /p >

Similar to P, Ningbo another clothing giant AI Sheng Clothing Co., Ltd. also regards the electronic business platform as an important way to release inventory.

According to Zhang Lei, general manager of the company, AI Sheng began to build Steve&Vivian many years ago, aiming at the high-end brand of "30 year old" young woman and cutting into the domestic market.

In this way, it is inevitable that we need to keep up with the trend and create a series of styles of women's clothing. Therefore, even if Chen Yao, the queen of micro-blog, is invited to speak for her, there will inevitably be inventory.

The electricity supplier just happens to be the magic wand of cash inventory.

< /p >

< p > "generally speaking, for our manufacturers with a full set of production systems, the tag price of < a href=" http://cailiao.sjfzxm.com/matertial/show/default.aspx > brand clothing < /a "is 6~8 times the cost basis.

Zhang Lei said, so even if the product sold for 66% off, still profitable, absolutely more than in the warehouse depreciation, and finally become zero value assets too much.

< /p >

< p > however, in the view of Fang Liang, it is rather regrettable to regard the electricity supplier as the sewer for digestion of stock. It is a good idea to create "Amoy brand" with the electricity supplier.

Therefore, he began to seek support from Zhu Jianming, starting with the children's clothing brand "Lai Di Shang" as an experimental field, and starting a new business expansion.

< /p >

"P" is the so-called "industrial and trade integration" refers to the long long, essein such foreign trade big man, its product production from the original spinning, weaving, printing and dyeing to the tailoring, applique, sewing, clothing, the system has a dragon, now combined with the design and proofing of ODM, the whole life cycle of clothing production has been grasped in the hand.

< /p >

Less important than P, more importantly, Zara, UMBRO and other big foreign trade customers also showed the trend of fashion earlier.

For example, at the end of this year, the big names have chosen some styles of sweaters and knitwear in Changlong to make ODM in 2014.

Among them, bright and colorful watermelon red has become their favorite color, while children's clothing is more focused on the combination of bright and coloured colors and embroidered cloth.

< /p >

< p > "they have already found out the market for us, and we are more confident."

Fang Liang said that with the help of long long's own designer team and production resources, the garments can be obtained at very low cost, and then the products of the e-commerce promotion and sale will be completed by using 1/10's art, customer service, storage and other labor under the under line domestic trade. The result is that the per capita output value of the e-commerce team is 20~30 times that of the offline trade team.

< /p >

< p > just like Eric Les, the author of "lean entrepreneurship", it is logical to start the internal business of the old enterprise with the least amount of resources invested to get as much value as possible.

< /p >