A Large Number Of Shoes And Clothing Enterprises To Sell Platform Clear Inventory

< p > 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.

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< p > 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".

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< p > "we are willing to share the real customer purchase of fan 30 million" and the huge flow of daily traffic to the traditional clothing and clothing brand. We are willing to open all kinds of products that 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.

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"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.

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< p > 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.

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< p > it turns out that is true.

To a certain extent, what supports vip.com's achievements is that the traditional brands are much less than a href= "http://www.91se91.com/news/index_h.asp" > inventory < /a >, and two is a 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.

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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 problem of inventory exposed by customers has led to many traditional shoes and clothing brands in the Southern China area. In addition to thinking about their own solutions, Chen found that many large brands encountered inventory problems in the past two years than /p.

< p > 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.

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"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.

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At the same time, the "small and beautiful" brand, which is constantly emerging on Taobao, has been sold by its own unique product design, flexible channel and fast supply chain. The sales rate has exceeded 80%, which is also squeezing the market of large brands, < /p > P.

< p > "I feel that I have learned a lot from Anta, Jin Ba, and nine Mu Wang, who have learned a lot from them. Because we have seen the limits of ability, there are some things that can be done, and some things can not be done."

Chen said.

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By the end of 2012, anyone could find time limit sale in their own inventory. In fact, it can be done - especially when you have structure marketing scale, technology and enough traffic volume, P.

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< p > more than anyone seeing the market, Tmall, a bigger rival, is also speeding up the road.

The total volume of Tmall's turnover in 2012 exceeded 200 billion yuan, and the sales volume of Tmall clothing industry exceeded 70 billion yuan, accounting for more than 1/3. < /p >

< p > 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.

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< p > "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".

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< p > 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: < /p >

< p > 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.

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< p > 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.

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< p > 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.

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