Get Together For Sale Or Price War, Brand Value Is Abducted By Inventory.

Vip.com's mode detonated the brand sale. After the discount of all customers and many brands, Dangdang also went on the "tail collection" and became another one. clothing The sale of goods is limited to the electronic business platform.

Some analysts told reporters that the sale of electricity suppliers was based on market demand, and the high inventory of domestic garment enterprises also brought huge business opportunities to the relevant companies. A relatively stable sale of famous brands will usher in a price war baptism.

　　 Get together for sale or price war.

A few days ago, Dangdang formally launched the "tail collection" brand sale channel, participating in the special sale brand including ELLE, COACH, JEANSWEST, Daphne, Adidas, Nike and so on. shoes Brand.

According to the reporter, Dangdang net "tail goods" main brand tail goods sale, the price is 70 percent off capped, using flash buying mode, every 20 minutes on the unpaid order automatically empty shopping cart.

In the eyes of analysts, Dangdang's "tail product" means vip.com, which will bring about a price war.

Because of the opportunity of overloading domestic clothing products, vip.com has devoted itself to the sale of famous products to become the first person to really eat crabs. It is reported that after the launch of the brand sale and the special sale of the first shop clothing store, the platform business providers including Tmall and Jingdong are working on the sale channel of clothing tail goods. They want to enter the market and strive to eat the cake.

Shen Zhengyuan, a researcher with CIC's circulation industry, believes that a lot of e-commerce providers get together to do special sales, which is to see market demand. Because the product is a brand product, the quality is guaranteed. The gap between the original price and the discount price plus the limited number of goods can attract users. Even if users do not buy special products, they also increase their potential purchasing power for other commodities. "The cost of launching this model is not high, but it brings greater potential purchasing power and user dependence."

In the view of analysts, the root cause of this model in China is the high inventory in the domestic apparel industry. According to Huachang securities statistics, as of the end of 2012, the total inventory of apparel home textile plate exceeded 70 billion yuan. "Going to stock" is still the key word of the whole garment industry in 2013, and it has also become the background of the electronic commerce platform in the field of tail goods sale.

As for whether there will be more electricity suppliers to join the sale market in the future, Tao Wensheng, managing partner of Peking University Consulting Company, has affirmed. He thinks, the mode of electric business also tends to be identical at the same time, at present, everybody is staring at the end goods again. This is also in line with the current consumption concept. Prices are rising. Consumers want to maximize the purchasing power of funds.

　　 Brand value is abducted by inventory.

In many people's opinion, the price of the product seems to represent the value of the brand to a certain extent. There is a view that it is helpless for brands to cooperate with the third party platforms to clean up the goods at a low price. In the shoe and clothing industry independent commentator Ma Gang, it seems that the problem does not simply lie in whether the brand is willing to cooperate with the platform business, but the brand has been "kidnapped" by the stock. "Sometimes there is no choice. When the stock is healthy, no one is willing to sell the product at a low price."

The industry believes that the choice of e-commerce platform, and its own brand platform business has been difficult to improve. The whole traditional retail industry has been subjected to the pressure from the Internet without exception, so almost every enterprise has been involved in the electricity business more or less, many of which have set up their own e-commerce platform. In the eyes of many people in the industry, its own online channels have always been used to clear inventory for their brands, and regard e-commerce as another marketing channel on the Internet.

And many problems also arise, online and offline sales "fight", between brand and franchisee, limited traffic flow brought about by the low degree of familiarity, and become a traditional retailer to do business short board. In addition, Shen Zhengyuan pointed out that the selectivity of a single brand is limited, which can not meet the needs of more people, and the cost of providing services is higher than that of large commercial enterprises.

Tao Wensheng told reporters that many vertical electric providers are also transforming to platform. However, due to the obvious consumption characteristics of shoes and clothing industry, on the one hand, the standardization level is low as electronic products; on the other hand, after shopping, consumers should also take account of after-sale problems, resulting in difficulties in making profits and expanding scale.

On the one hand, the brand has been in a high profile to express its own electricity supplier, while the other side is seeking cooperation with Ping Tai businessmen. In Ma Kong's view, such a move will obviously divert the sale of its own electricity supplier, but we must have trade-offs in eliminating inventory and maintaining the vitality of the channel.

Whether the frequent dumping of goods will affect the brand new products of the season will result in the profit dilution of enterprises. Tao Wensheng said that this situation should not be ruled out, because some consumers will always be influenced by these sales activities. However, "if the enterprise is properly handling the tail cargo, then such a loss can also be reduced to a minimum."