The Online Development Of Garment Enterprises Will Be Narrower And Narrower.

A few days ago, Gong Wenxiang, the founder of the electric shock network, said that the Jingdong was plotting to launch the "flash regiment" of the sale model. It has been rumoured that fans will also launch a special sale channel in the near future, and the model will follow the example of vip.com. Even Taobao, the chief executive of the electricity supplier, will have to blend in. Tmall's general manager, Xiao Long, has spoken frankly. This year Tmall's focus is to build a "brand sale platform".

Almost overnight, "sale" became a cake for everyone to fight for. In this way, "imitated" vip.com can't sit still. Vip.com, a consistently low-key vip.com, has launched an unprecedented sale, and even put the company's first TV advertisement in the finals of "I am a singer".

Is "sale" really profitable? Dangdang CEO Li Guoqing admitted that vip.com's success lies in its domestic grasp. clothing The chance of backlog of products, even if it is ninety percent off, is also profitable. Look at vip.com's earnings report last year. Vip.com's revenue in 2012 reached US $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%.

The electricity supplier's observation of home appliance solution research found that when the gross profit margin of the electricity supplier is greater than or equal to 30%, no matter how the proportion of new users varies between 50%-80%, the profit is positive; while the gross margin is less than or equal to 20%, no matter how the new user proportion changes, the profit is negative. "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 logistics infrastructure continue to invest more and more seriously. These two models are hard to achieve gross margin 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 customers competing for brand sales. Zhou Hao thinks so.

In the sixth year of development, anyone who has experienced expansion difficulties can understand the choice of a special sale platform. And why are Jingdong, Taobao's "overlords" unable to hold back? The well-known electricity supplier observer Lu Zhenwang analysis said, first of all, the domestic clothing inventory crisis has not yet been lifted, bringing huge business opportunities to sell stocks, but only vip.com is doing, the market potential is still huge. Second, the customers are very sticky and loyal, which helps to improve the user structure. In today's multi business platform to open up the platform, the sale mode is conducive to its large-scale efforts and investment system.

Today, Jingdong has made profits a top priority. The "special sale" market is indeed a good try, but vip.com's success is no accident. There are still a lot of homework to do by Jingdong and Tmall. Vip.com director Liu Xing believes that one of the demands of vip.com's business model is to let brands deal with inventory more elegantly and minimize exposure as much as possible. If a sale website can deal with a lot of brand goods, it will be difficult for them to find second cooperation. Such a transfer is a negative effect. Vip.com is a winning business mode that is difficult to replicate.

Insiders pointed out that clearing inventory as soon as possible and returning funds will determine 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.

According to the Frost &Sullivan report, the scale of the Chinese discount retail market in 2010 was 56 billion 500 million yuan, and it is expected to reach 568 billion 100 million yuan by 2015. Among them, the size of the Chinese Flash sale market in 2010 is 3 billion yuan, which is expected to reach 107 billion 400 million yuan by 2015.