Many Traditional Clothing Enterprises Began To Focus More On E-Commerce.

In China's streets and alleys, you can almost see "tail goods", "time limit sale" or similar signs. Perhaps soon, such a scenario you can see on the big business platform.

It is the profit brought by the high inventory of shoes and clothing industry in 2012 that brought these electronic business platforms to China. Data show that at present, the listed companies in the textile and garment industry have published 57 billion of the total inventory in last year's annual report, which is roughly the same as the total sales of Jingdong mall last year.

Such a cake had to make a big move, and the big business people rushed to Quanzhou to accumulate a clear share of the stock.

Dangdang CEO Li Guoqing led 8 investment managers, and also visited Shenzhen and Quanzhou outside Quanzhou. While VCG CEO took part in a team of more than 10 people to attend the "China shoes and Clothing Industry Summit Forum" held in Quanzhou, and even hosted a "night of all guests" in the evening. On the same day, Taobao, Jingdong, Amazon and Tencent electricity providers also sent executives at least vice president level to Quanzhou.

Before the big guys in these industries started to work, vip.com has shown to people how big the nugget space is in the domestic stock chain.

But before the mature market of electricity suppliers, many electric providers had to deal with their original problems, such as poor quality, lack of legal supervision, and rampant fakes. Moreover, with the improvement of the management level of production enterprises, can the industry still produce quality?

Perhaps the tail cargo is the next gold mine of the electricity supplier industry, but the output of this gold mine is not high, and the miners who are interested in it will also come in early.

　　 Opportunities behind danger

If the next key word for Chinese footwear industry in 2012 is undoubtedly no inventory. At the end of last year, the argument about "inventory selling for three years" was very noisy. Although some brand bigwigs refute this view, it is still clear that there is a lot of tail cargo on the market.

Obviously, the biggest task left to the footwear industry in 2013 is to go stocktaking. But how to quickly digest the stock and recover the funds and ensure the smooth management channel and the perfection of the price system are the problems that the brand operators must consider.

Quanzhou is a typical representative of many shoe and clothing industries in China. Quanzhou sits on the two hundred billion industrial chain of textiles, clothing and shoes, with only more than 3000 footwear enterprises in Jinjiang and 1 billion pairs of shoes annually. Data show that at present, Quanzhou sports shoes, casual shoes, cashmere cotton wear online sales accounted for 70%, 55%, 68%, respectively. But last year, the stock of footwear and clothing industry in Quanzhou exceeded 10 billion yuan, which made it difficult for some small and medium-sized shoe and clothing enterprises in Quanzhou to develop.

Wang Dongzhu, chairman of Tao shoe net, said he had two reasons for judging the high inventory of shoes and clothing enterprises: first, the decline of foreign trade orders led to the transfer of domestic idle capacity to domestic trade, after which all kinds of new brands of Amoy brands grew with the help of Taobao and other platforms, which had eroded the market of domestic brands. "In terms of domestic consumers, the loyalty to the brand is still low, choosing the commodity at low price as the starting point, leading to the brand with high premium capability, and the product being the stock"; two, the rapid development of e-commerce in recent years, which has nurtured the buying habits of consumers. When these people are happy to complete the purchase behavior on the Internet, most brands do not keep pace with the development, resulting in the disconnection between the developed online products and the consumers' preferences.

Industry experts say that the shoes and clothing industry homogenization, price close, industry growth by the constraints of the growth limit of the channel and inflation, purchasing power decline and other factors, resulting in inventory. Another reason is that the speed of the expansion of shoes and clothing brands exceeds the growth rate of the market.

What is even more frightening is that the stock pressure has been transferred from the first-line brand to the two or three line brand. Because the output of the first line brands has reduced the demand for the two or three line brands, thus increasing their stock.

　　 Many traditional enterprises began to focus more on e-commerce.

In the fourth China footwear and footwear industry e-commerce Summit Forum held in Quanzhou, Anta chairman Ding Zhizhong admits that three years ago Anta thought that the development of electricity suppliers would have a great deal of contradiction with the offline sales, so it had always taken a wait-and-see state. But later found that the development of electricity providers too fast, in the case of increased inventory, the rapid growth of online sales, so that shoes and clothing enterprises in Quanzhou realize that this change in business mode is no one can resist. "The electricity supplier will become an important business mode in the future development of Anta. I personally grasp this piece. This year's goal is to set up the electricity supplier mode and standard, and lay the status of Anta in the electricity supplier."

Many owners of shoes and clothing in Quanzhou said that last year's "double eleven" sales promotion greatly shocked them. It is understood that in November 11th last year, Taobao Tmall sales, Quanzhou shoes and clothing enterprises outstanding performance. The final sales volume of the seven wolves exceeded 50 million yuan, and XTEP broke through 20 million yuan. The brands such as nine Mu Wang, CABBEEN, Anta and 331 degrees also all broke through tens of millions of yuan.

Zhou Shaoxiong, chairman of the seven wolves, said that the shoe and clothing industry in Quanzhou is suffering from high storage problems. But the biggest challenge for the development of Quanzhou shoes and clothing enterprises is the difficulty of channel management brought about by the current irregular electricity platform. The new and constantly changing rules of e-commerce game are a bit of a mystery. The seven wolves will embrace the learning attitude and invest in the electric business according to their brand characteristics, so as to accelerate the online sale of the seven wolves, and maximize the inventory with the help of the electricity supplier.

　　 Major platforms have started.

In the shoe and clothing enterprise warehouse, the stock piles up the electricity supplier. At the end of last year, a media's description of the secret tail cargo channel and the success of vip.com made the electronic business platform crazy.

In the fourth China shoes and clothing industry e-commerce summit, Tmall general manager of clothing and apparel business department revealed that in 2013 Tmall will focus on creating a "brand sale platform", which is mainly used for brand dealers to sell stocks and clear takings.

Shao long pointed out that the new platform will have Tmall exclusive channels, exclusive traffic and exclusive services. Among them, the price system of the commodity in the "brand sale platform" will distinguish from other channels, and the low price will not affect the sale of the brand flagship store.

In addition, Tmall will integrate specialized service providers for the platform to help brands better digest the tail cargo. All those who participate in brand sale businesses will help them integrate C2C terminal and multi-channel sales if their sales are not good enough.

The vertical e-commerce website of some shoes and clothing industry will not lag behind. Taking the Amoy shoe net with a turnover of more than 200 million yuan last year as an example, according to Wang Dongzhu, chairman of the website, Tao shoes net did not purely position itself as a selling platform, but made a further extension of its business mode -- providing 20 generations of shoes and clothing products for Dangdang. It not only deepmines the commercial value of the upper garment and clothing customers, but also leverages the big platform to become a link between links.

Van customer service, which has been developing in the apparel industry, is also opening up its own platform to admit more products. "We must know what we can do and what we can not do," Chen said. We are willing to give up what we can not do, and share the 30 million real customer purchase and traffic volume with the traditional clothing brand.

In the shoe and clothing industry, there has been such a saying that new products are sold online, mature products and seasonal products are sold online and offline, and they are looking for a "sewer" for dumping. But now the pressure of high inventory makes the old sewer unbearable. Maybe the electricity supplier can find a better way to withdraw funds for these enterprises.

　　 Patterns remain risky

In Quanzhou, some small and medium-sized shoe and clothing enterprisers told the author that at present, there is a complete industrial chain of clothing enterprises' inventory.

A company specializing in the recycling of clothing and apparel enterprises told the author that the main task of the enterprise is to collect the stock situation of the major shoe and clothing enterprises in Quanzhou and recover them in large quantities, then classify the garments, and sell them separately through the entity tail market or the electricity supplier. But it also told me that the current stock clothing is basically packaged for sale, quality control is difficult to solve.

There are many problems to be noted in the e-commerce website entering the tail cargo market. Although vip.com has a high-quality case in sight, the group buying station represented by Juhuasuan has been buckled by consumers at a low price and low quality.

Many small and medium-sized shoe and clothing enterprises electric business executives have said, now Juhuasuan has basically become a tool for enterprises to clear inventory, but as Juhuasuan charges higher and higher, many businesses in order to maintain profits, sales of some problem products.

It is not known whether the business enterprises that are eager to enter the tail cargo industry have to face such problems.

Moreover, in this industry, a giant has survived for many years, which is the entity tail market.

At the end of last year, the largest stock market in Beijing was opened in Xia Jia Hutong, the total investment was more than 40 million yuan, the commercial area was more than 40 thousand square meters, and more than 2500 stalls were set up. The author visited many stock markets in Beijing on the weekend. It is understood that consumers who buy goods in the tail market have the idea that they belong to economic consumption, shopping is to meet the needs of clothing, do not care about the environment of shopping malls, and sales services. As long as the style of clothes is liked and the quality is guaranteed, especially the price, they will buy it. Moreover, after establishing trust in goods and brands, they will often visit. At present, Beijing's tail cargo market has reached more than 20, and it is estimated that the annual sales volume of Wanliu flagship store will reach 3 billion yuan.

In recent years, many large traders have organized an organization called "tail Cargo Alliance". They interact with manufacturers such as Guangzhou, Fujian and Shanghai. Through the manufacturer's tail cargo source, the tail cargo market receives the tail cargo resources and the merchant radiates the cargo sources in some areas around the area. It uses three serial actions to gather a lot of tail cargo resources to support the bulk cargo market. At the same time, market positioning is not only limited to clothing and shoes and hats, but also concentrates on home textiles, small commodities, stationery and hardware.

In the rapid development of e-commerce, many dealers in order to balance the interests of offline channels, often sell off-season and unsalable goods online. But the inventory pressure that broke out in 2012 brought some new products that didn't appear on the market very soon, and because of the demand of the electricity providers, there was a lower pricing than the line, and the conflict between the channels was spreading gradually.

Moreover, the large number of inventories of the manufacturers will surely come down because of the rising management level of the industry. After the relatively high quality inventory is cleared up, the future of the tail cargo market is not expected.