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Behind The Time Sale Mode Is The Stock Itch In The Footwear Industry.

2013/5/6 11:22:00 118

Lining Shoes And Clothing Brand Everyone Tail Goods.

on the end of the vertical electricity supplier theory, the whole < a href= "http://www.91se91.com/news/index_c.asp" > the electricity supplier industry < /a > is generally in the torment. Vip.com, which specializes in brand sales, has increased by 6 times in half a year, with the sales volume of US $692 million 100 thousand in 2012, achieving a year-on-year growth of 204.7%, and realized the first quarter profit. 
 this mode is not feasible in other electricity suppliers. In April, a time sale on the website of Lining and sports brand has attracted the attention of everyone. It is understood that the sale of 19 yuan will be sold out within more than 10 hours, and sales have been disclosed as "millions". "Today we are willing to share 30 million of the real customer purchase of van guest article, and the huge flow of daily traffic to the traditional clothing and clothing brand. We are willing to open up the categories we are not good at." In April, in the crowded venue of the fourth e-commerce summit of Chinese footwear industry in April, Chen told a large number of traditional shoes and clothing brands from Jinjiang, < a href= "http://www.91se91.com/news/index_p.asp" > Quanzhou < /a >, Shishi. 
"P" and all customers clearly open the sale mode, the recent several platforms' desire for "special sale" has taken the offensive: Tmall's key strategy in 2013 is to foster "brand sale" and become exclusive traffic and resources; Dangdang will speed up the innovation of the outlets and attack at a lower discount point, and the whole line is less than 70 percent off clearance mode; jumei.com's famous brand sale will also dock with the backstage, adjust the inventory dynamically, the cooperative brand can not enter the warehouse, the Jingdong clothing city is also trying to sell frequently, and the future does not exclude the special entrance. 
 in fact, the time limit sale mode is not new. The TJ Maxx and Ross in the United States and Vente-privee in France are already very successful online sale models. Now, the root cause of the explosion is inventory. In the past two years, the stock crisis and the Maori temptation brought by the shoe and garment industry have started to itch. 
 strong > itch > /strong > /p >
 it turns out that is true. To some extent, vip.com's achievements are supported by a large number of stocks of traditional brands, and a two time sale mode. When vip.com proved the above two values, the temptation from the commercial level began to itch, and everyone wanted to do it. 
The external environment that P has to say is the current situation of high inventory in garment industry in recent two years. 2011. In 2012, the inventory problem exposed by customers revealed that many of the traditional shoes and clothing brands were frequently seen in Southern China. In addition to thinking about their own solutions, Chen found that many large brands encountered inventory problems in the past two years. 
 in Southern China, a large number of shoes and clothing inventory to clear inventory cash flow, to ultra-low price to clean up, "clothes 12 yuan a piece, T-shirt 5 yuan, I saw the most expensive is 36 yuan a piece sold." An insider told reporters that in the face of inventory, many brands have no bargaining power. 
"P" is also a contradiction, many traditional brands want to maintain their own brand independence and value, do not clear the stock does not substantially reduce prices. But when other similar brands operate on the contrary, a pair of conventional a href= "http://www.91se91.com/news/index_x.asp" > jogging shoes < /a >, for consumers, the higher the cost performance is, the better the 300 yuan will be squeezed by the 100 yuan stock. "Do you know that Lining used 1 billion 800 million to repurchase his inventory and touched many traditional brands? Everyone has mixed feelings in five minds." He said. 
At the same time, the "small and beautiful" brand, which has been born on Taobao, has been sold by P with its unique product design, flexible channels and fast supply chain. Many of the brands have sold out more than 80%, which is also squeezing the market of big brands. 
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 "I feel that I have learned a lot from the boss of Anta, Jin Ba, and nine Mu Wang. The process of learning finally let us feel a little bit, because we see the limits of ability, there are some things that can be done, and some things can not be done." Chen said. 
 by the end of 2012, all customers found time limit sale in dealing with their own a href= "http://www.91se91.com/news/index_h.asp" > inventory < /a > this can actually be done especially when you have structural marketing scale, technology and enough traffic. 
 more than anyone seeing the market, Tmall, a bigger rival, is also speeding up the road. Tmall's total turnover in 2012 exceeded 200 billion yuan, and Tmall's clothing industry accounted for over 70 billion yuan of sales volume, accounting for more than 1/3. 
 at the fourth shoe and clothing industry summit, Tmall's vice president, Shao long, also focused on the strategy of the apparel industry's tail cargo and inventory. 
 "a lot of traditional brands do e-commerce. The basic strategy is to sell new products under the line. They should be put on the platform of Tmall and other platforms at the end of the season. When they arrive at the end of the market, they can quickly find a sewer to digest and return the funds." He said that in 2013, Tmall will launch a full link strategy, with a brand new "brand sale". 
 goods and stock as the end of a commodity chain, rely on the huge flow of resources of Alibaba, and digest them one by one. The specific strategy is that the brand sale platform will provide 3 important attributes: 
 one is exclusive channel. The resources of the sale are completely independent. Will the brand's sales price and information affect the flagship store? That is, a shop behind it, there are many different entries in front, so as to avoid the problem of price affecting brand positioning. 
 second is exclusive traffic. According to Shao Long, Tmall will spend a lot of resources on the brand sale channel this year. "Any channel from scratch, I believe this is worth paying attention to in the Internet." He said. 
 third is exclusive service. The original concept of Tmall platform is that businessmen sell goods on their own. The sale part can integrate TP providers to provide overall related services, from photography to sales. 
 vip.com pressure 
 before that, insiders predict that vip.com mode will have a war in the future and platforms such as Tmall Jingdong. 
 in fact, vip.com has set up its own threshold. With the help of high storage and differential routes, sales of 60% to 70% come from 234 line cities, which are highly covered by Southern China. But the Tmall Jingdong, the main tier one tier city, is the inevitable trend for its e-commerce channel to sink, and will still encounter sooner or later. This is a natural expectation for vip.com. 
 now it is faster than expected. 
"P" under the traditional line of clear inventory has a long history, and the inventory is not likely to disappear. In the industry, 30% of the stock of a new clothing product has been normal, but even 50% is common. The discounts, floats, and outlets of the mall were born. Nowadays, Internet channels have replaced traditional channels and changed the structure of business. Vip.com's model is worth seeing in the industry. But is it sustainable? The inventory sale mode is very efficient indeed. Once everyone comes to eat inventory, will it squeeze out a mode quickly, just like the 1000 regiment war that the group bought? 
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 according to the financial report, in the fourth quarter of 2012, vip.com's net revenue increased by 184.8% compared to the same period last year, reaching 299 million 600 thousand US dollars. For the first time, it achieved a single quarterly profit with a net profit of US $6 million 300 thousand. Shen Yang, the founder of vip.com, said that the discount retail market was huge. In 2013, the sales of clothing in China amounted to two trillion yuan, and it could return to 2 trillion and 700 billion yuan in 2016. "In fact, stock market like this always exists, and the Chinese market is estimated to be higher than that of the American Apparel market. According to the 20% estimate, the inventory in China is 400 billion yuan and 500 billion yuan in 2016. We are not worried that there will be a ceiling in this area." 
 some people will describe vip.com's advantages: 4 million of active users, they do very well in stimulating users' consumption directly, and their customers are very sticky. Before the listing, the number of repeat customers in vip.com from 2009 to 2011 was 14 thousand, 200 thousand and 900 thousand respectively, accounting for 36.8%, 56.2% and 60.6% of active customers, accounting for 66.2%, 86.7% and 91.9% of total orders respectively. After the listing, the repeat purchase rate of users can also reach 70%. 
 the founder has enough background and knowledge for the traditional footwear industry. According to Gong Wenxiang, the founder of micro-blog electric, vip.com is now 150 thousand orders per day, with 60 thousand orders per day. 
 "vip.com is strong in quantity, consignment is mainly, small buyout, and bargaining power with suppliers is large." According to the survey of GF, there are two specific ways: one is supplier pricing, the company receives commission, and clothing is about 30%. In 2012, Adidas bought a gross margin of 46%; another way, the supplier made the settlement price to the company, the company set its own selling price, the gross margin increased, the selling time was 5 days, and there was a panic buying concept. 
 but many people remain doubtful when the big players join in the war and whether they can still maintain a high growth rate. "Not long ago, vip.com has just completed a round of additional financing. It does not exclude that the fourth quarter good looks are for this reason, and the unit price is high. Stock prices fell only in the first quarter of 2013. An analyst said, do not deification vip.com. 
In March, vip.com sold 7 million 200 thousand shares of American Depositary Shares (ADS) at a price of $24 per share, and raised $91 million 920 thousand in P. Of which $70 million will be used for expansion and construction of the company's logistics and storage centers, and $10 million will be spent on capital spending, including the company's IT system, including mobile technology investment. 
The advantage of the Internet giant P is also applicable in the electricity supplier circle. Dangdang Li Guoqing self mockery said, "now vip.com, just like the Dangdang Book 3 years ago, has the same attitude towards books -- they are everywhere defended, and he has enough money to buy more clothing brands and sign exclusive sales with more three or four line brands. But you know, it's all irresistible.