The Tail Goods Become The Flavor Of The Clothing Business Operators.

　　 Clean up inventory and get high profits

Tail cargo, this is clothing The products of every aspect of the industry's "abhorrence" are now quietly turning into "big cakes" in the eyes of big business operators. From less than 5 yuan to the market price, and now the stock price is sitting above 30 yuan, vip.com has staged a good performance in the US stock market to sell all the envy of Chinese Internet companies. "Vip.com is very lucky. In view of the serious inventory backlog situation in China's apparel industry, the consignment mode is launched, and it can't be sold without return, which is the place of its cattle." Although as a competitor, Dangdang CEO Li Guoqing praised vip.com's success. He thought vip.com had grasped the opportunity of the backlog of the domestic garment industry. "Even if the 90 percent off sale is also profitable."

Following Fan Ke Cheng pin After the launch of the tailed goods sale channel, the famous brand sale market will usher in a new member: Dangdang net "tail product collection", and enter the hot clothing tail goods limited time sale area. In fact, Dangdang coveted for a long time in the face of the annual clothing market of up to 350 billion yuan. The most effective way is to follow suit and launch a similar sale mode. And seeing business opportunities is not just Dangdang and fan Ke Cheng, according to media reports, a Jingdong supplier also revealed that Jingdong has already opened a plan for the sale of famous products, and has signed a contract with it.

Li Guoqing disclosed that since May this year and after some time, Dangdang should also seriously do seventy percent off clothing sale. "In the past, we emphasized the fact that the clothing business went to Dangdang platform to sell new products, new products five to thirty percent off. Next we will try to sell some clothing tail cargo, but it is a seasonal backlog, just like Oteri J's positioning.

Unlike vip.com's sale mode based on consignment mode, the "end product exchange" will not take the self run route, but will adopt the platform mode. As a result of the investment mode, it will not involve the return of goods to merchants. In addition, the proportion of sales commission charged by Dangdang to brand dealers is far lower than that of vip.com. In this way, we can not only directly control the quality of goods, but also provide unified logistics services for brands, so as to bring better customer experience.

According to the proportion of 3% to 5% tail cargo produced by a large number of garments in the original production list, the annual "tail cargo" volume can be regarded as an astronomical figure. Therefore, at present, Guangzhou, Beijing and other places have formed a large number of large-scale clothing wholesale market. In the wholesale market of tail cargo. clothes The extent of the cost may be exclamatory, even 5 yuan shirt and 10 yuan jeans.

Behind such a low price is that clothing companies are facing the biggest inventory pressure in 10 years. Spin The clothing industry 2012 annual report shows that there are 50 domestic listed companies, with a total inventory of about 57 billion yuan. It increased by 3 billion 609 million yuan compared with 2011, an increase of 6.76% over the same period last year. Analysis of the industry, clothing enterprises accounted for 5% to 8% of the production volume is a reasonable level, but at present many Clothes & Accessories The stock of the brand exceeds 30% of the production volume, accounting for almost 1/3 of its sales. In the second half of 2012 to 2013, the traditional enterprises represented by Lining have openly launched the banner of 80 percent off clearance sales. Besides the brand names such as Lining, Metersbonwe, Adidas, Nike, JEANSWEST and so on, they have gradually become the objects of sale and clearance of major e-commerce websites.

　 Balancing virtual high brand prices

In fact, for manufacturers, the tail cargo brings them inventory pressure, and the price of the tail goods wholesalers may be very low. Although some tail goods wholesalers may be mentioned from the manufacturer's warehouse, due to quality and other reasons, some of them may not be sold. But even so, spread it to a single piece. clothing The price and the cost are still low. Therefore, the general tail goods wholesalers can make profits only by selling 1/3 of the tail cargo provided by a batch of manufacturers. And when these clothes arrive at the retail store, the price may turn over several times or even dozens of times, and the profits will arise.

　　 Clothing products The phenomenon of high price is being forced to adjust. Speaking from the root, the price of domestic clothing products is high, mainly due to competition, especially homogeneous competition. Guo Jin Securities Research Analyst Zhang Bin analysis, international brands, especially fast fashion brands, rely on high turnover rate and low price increase ratio to overcome the pressure of profit by improving the store efficiency of single stores; however, in the domestic business environment where store costs such as rent and labor have risen sharply, domestic brands do not have strong brand appeal, and can not improve store efficiency in the short term.

But it is worth noting that since last year, the large-scale discount sale of the electronic business platform has not significantly increased the sales volume of each brand, and has greatly damaged the brand image. Because of the need to care for the brand, it is expected that the tag price of the terminal product will be substantially reduced this year. From the consumer's point of view, the electricity supplier has provided benefits, convenience and other benefits and characteristics. The impact on the entity business 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 of the physical stores may move down to release the consumption demand. While selling new clothes and selling clothes, the branded chamber of Commerce will not be unhappy. Li Guoqing said that he was not worried about this: "in fact, brand dealers are glad that Dangdang has launched a special channel to sell tail goods, so there will be a division between new products and over season products. Coupled with the backlog of goods sold before Juhuasuan and vip.com is seventy percent off, businesses can also accept this discount.