Lining Was Twice Suspicious Of Customers' Clearance During The Month.

< p > before the festival, there are many channels for sale of e-commerce channels: < a target= "_blank" href= "http://www.91se91.com/" > clothing < /a > enterprises try to digest high inventory through the electronic business platform < /p >

"P", "51" is approaching, not only the traditional shopping malls discount sales, bustling, e-commerce channels, all kinds of brand sales are also in full swing.

At the beginning of the month, Lining, who first bought "flash buying" to sweeten the stock, launched a second wave of "48 hour limited time sale" this week.

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< p > reporter found that the 51 brand sale Week held on fan guest platform, besides Lining, also includes traditional brands such as Saturday, Giordano, Semir and so on.

Insiders pointed out that after Lining and other brands, the other a target= "_blank" href= "http://www.91se91.com/" > shoes "/a" service enterprises will also be targeted at the "flash buying" mode.

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< p > < strong > is challenged to damage the brand image < /strong > /p >

< p > reporter saw that Lining's slogan on the guest was quite striking. "Lining's second wave is more wild 19 yuan". The website page shows that the men's short sleeved T-shirt is 19 yuan, which is equivalent to ninety percent off of the original price.

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< p >, however, the reporter found that the so-called "limited" Lining's "a" target= "_blank" href= "http://www.91se91.com/" > dress < /a > is basically not found in Lining's official online shopping mall.

According to Li Ning Co, all goods sold in this event are different from Li Ning Co's existing online platform stores and offline stores, and are consistent with Li Ning Co's online and offline sales strategy.

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< p > although the low price promotion has played an immediate effect, many people have also reflected on it and questioned it.

Some netizens said, "since the end of last year, the sale of 9 yuan for all customers has been expensive.

Lining used to buy online, which is not expensive. Now it sells for 19 yuan, and the grade is lower. "

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< p > industry analysis shows that setting up a brand requires a lot of manpower and material resources, but once the carelessness is wasted, the credibility of the brand determines the consumer's awareness of the brand and the consumption concept.

Jingdong mall public relations director Yan Yue long on micro-blog like this: "Lining through customer cleaning stock, short time is cool, in the long run, hurt the brand, who will go to the high price to buy Lining season goods?" < /p >

< p > < strong > cost input is much lower than physical store < /strong > /p >

< p > behind the cheap goods is Lining's "ugly" performance of a huge loss of 2 billion yuan last year, and the number of stores under the line has been further reduced.

According to the financial report, in 2012, Lining Group continued to implement the strategy of closing stores. As of the end of 2012, the total number of shops in Lining regular shops, flagship stores, factory shops and discount stores was 6434, representing a net decrease of 1821 over the end of 2011, with an average rate of 22.06%, with 5 stores closing on average every day.

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< p > in this case, the industry analysis, this means that Lining's primary task this year is to go inventory and reduce losses.

And this time together with Lining, the cost of manpower, time and other costs is far lower than the physical store, "Lining may continue to use such electronic business platform for more cooperation."

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< p > it is reported that the outstanding performance of Lining, Joyce, Giordano, Mai Dao, camel and other brands on the customers directly increased their recent orders growth.

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< p > industry insiders pointed out that it is possible to clean up inventory and return funds as soon as possible, deciding whether enterprises can go on the market in the next market competition.

"The strong driving force of e-commerce promotion has just become a rare channel for apparel companies to clean up inventory.

However, attention should be paid to online sales as a way to digest the stock of sewers, which will affect the brand image. The online development of garment enterprises will be narrower and narrower.

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