For Shoes And Clothing Manufacturers Clear Inventory Electricity Providers Get Together "Special Sale"

Recently, Kecheng has made frequent moves. Following the launch of Lining's limited time sale, he started a 7 day special week from the evening of 22. Apart from Lining, Semir, Giordano and other traditional brands also appeared on the stage.

Recently, there was news that van customer service was ready to launch a special sale channel at the beginning of 4, and launch a special sale channel in early May. Such a pattern is similar to that of vip.com.

In today's fiercely competitive business community, a series of moves of customers are pouring into a bowl of water, which has caused a sharp reaction from the electric business community. After the sale of fan's products, the major electricity suppliers also launched their own sale activities.

Almost overnight. Special sale It became a cake for everyone to fight for. In the fourth China Footwear industry At the summit of e-commerce, Shao long, general manager of Tmall clothing and apparel division, once said that Tmall will focus on building a "brand sale platform" in 2013.

Is "special sale" really profitable? With vip.com's "sales veterans", vip.com's revenue in 2012 amounted to $692 million 100 thousand, which is not large compared with Jingdong, Dangdang, Amazon and other large platform providers. But vip.com achieved profitability in the three and fourth quarter of 2012. According to the financial report, its gross profit margin in 2012 was 22.4%.

Some analysts pointed out that from the overall data, this is not very prominent, but from the rising trend and the proportion of interest rates, this is a very substantial figure. If customers continue to make their own brand goods, it is difficult to break through the bottleneck of high inventory. And Jingdong, Dangdang and other large platform providers, based on the continuous input of logistics infrastructure, are getting heavier and heavier. The two modes are hard to achieve gross profit margins above 20%. In contrast, vip.com's sale mode is almost zero inventory, very light, gross margin has much room for improvement. This is the mystery of the brand competition.

For the electricity providers get together to do "special sale", speed road network interviewed the well-known business observers. Lu Zhen Wang 。 Lu Zhenwang believes that the main reason why electric providers are so keen on "special sale" is that many clothing brands have been in danger of inventory since last year and this year, and there is a lot of inventory that has not been digested. It is precisely this situation that has prompted all major electric providers to join in the "special sale" ranks, and use self generated traffic to help manufacturers clean up inventory. Lu said that the "sale" of customer stickiness helps to improve customer dependence.

Finally, Lu Zhenwang said, for the big businesses to enter the "special sale", it will not have a big impact on the mature brand vip.com.