Electricity Suppliers Get Together For Clothing Special Bargain Or Weak Consumption Caused High Clothing Inventory

< p > due to the entry of many electric providers, the sale mode has become the focus of recent competition in the industry.

Insiders pointed out that the electricity suppliers get together the clothing special bargain goods will undoubtedly provide a good solution for the clothing inventory, but the entity channel coexists with network sales, and the two channels will inevitably kill each other. "Since last year, the large-scale discount sales did not significantly enhance the sales of each brand, but on the brand image harm is greater, the terminal product's tag price will drop substantially."

< /p >

< p > the "Sniper War" around the end of the garment business is on the verge of fire in May.

"Seventy percent off caps, famous products sale", following fan Ke Cheng pin, shop No.1 and Tmall have launched a special sale channel or special sale channel on the official website in succession. Dangdang has also opened its tail sales channel "tail collection" recently, specifically for brand < a href= "http://www.91se91.com/news/index_c.asp" > shoes and clothing < /a > products.

< /p >

< p > < strong > the sales promotion effect of electric business tail goods is significantly less than /strong > /p >

< p > Dangdang has officially launched the two level domain name of the sale channel, the flagship boutique clothing tail cargo.

According to the news, Dangdang "tail product" is the main brand of high-end clothing shoes package, < a href= "http://www.91se91.com/news/index_h.asp" > tail goods sale < /a >, and the participating brands include ZARA, Lee, Adidas, Nike and so on.

According to Deng Yifei, vice president of Dangdang, these brands are divided into two categories: one is the Amoy brand that has already opened shop in Tmall, or the other 500 high-end high-end clothing brands have been placed online; one is the high quality brand that meets the high-end positioning of Dangdang.

< /p >

< p > at the end of last month, van gentry was also on the way to the sale week. It changed the main line of free brand in the past, instead of selling it to the Lining brand for a low discount sale.

The reporter visited the website of fan Ke Cheng and saw that it launched the spring and summer brand sale remittance, and began to cooperate with brands including Nike and Adidas. The standard was 3 fold or 69 yuan respectively.

< /p >

< p > Dangdang president, < a href= "http://www.91se91.com/pioneer/" > Li Guoqing < /a >, told the media that domestic clothing has a large market of 400 billion yuan. Dangdang 2013's target is 4 billion 500 million yuan, entering the top three of clothing online shopping.

< /p >

Less than P, the direct benefits brought about by the sales promotion of electronic commerce are immediate.

According to Dangdang insider, in May 7th, the traffic volume of Dangdang clothing category increased by nearly a hundred times on the day of the end product exchange.

< /p >

< p > < strong > low consumption leads to high clothing inventory < /strong > < /p >

< p > let the electronic business platform swarm into the profit margins brought by the high inventory of shoes and clothing industry in 2012.

Since last year, the argument on "clothing inventory for three years" has spread in the market.

Annual report data show that last year, the income of 22 key brand clothing companies increased by 11.8% year-on-year, the lowest since 2009.

The textile and garment industry has a stock of about 57 billion yuan last year, compared with 2011, inventories increased by 3 billion 609 million yuan, an increase of 6.76% over the same period last year.

< /p >

< p > Guo Jin Securities Research Analyst Zhang Bin said that the 3~5 month is the traditional manufacturing peak season. The summer wear sales in May had a strong prediction effect on the sale of autumn and winter clothing in the second half of the year. However, the low consumption this year made it difficult for clothing sales in May to be surprised.

In addition, the industry did not realize the enormous pressure of weak consumption until the beginning of 2012. The strong capital and the successful history made the listed companies "feel" slow. At that time, they accumulated three quarters of inventory pressure, and the adjustment of business strategy was more difficult.

< /p >

< p > Zhang Bin also pointed out that from the consumer's point of view, the electricity supplier has provided benefits, convenience and other benefits to the people. The impact on the entity management is more a profit redistribution. At present, the high priced products of the physical stores contain consumer demand. From the perspective of survival, the price of the products in the real stores can be moved down to release the consumption demand.

< /p >

< p > < strong > price war damage brand name > /strong > /p >

< p > Zhang Bin pointed out that the phenomenon of high price of clothing products is being forced to adjust.

Speaking from the root, the price of domestic clothing products is high, mainly due to competition, especially homogeneous competition.

< /p >

< p > he analyzed that international brands, especially fast fashion brands, relied on high turnover rate and low price increase ratio to overcome the pressure of profit by improving the store efficiency of single stores; however, domestic brands in the domestic business environment such as store rents, labor costs and so on, had no strong brand appeal, and could not improve store efficiency in the short term.

< /p >

< p > but it is worth noting that the large-scale discount sale since last year did not significantly enhance the sales of each brand, and it also hurt the brand image. Because of the need to care for the brand, the price tag of the terminal product may be substantially reduced this year.

< /p >