The Year Before Last, The "Double Eleven" Business Entity Suddenly Launched The Physical Store "Trial Water" E-Commerce Sales.

Recently, commerce and trade in Shaoxing County Clothes & Accessories At the business forum held by the association, more than 40 clothing retail owners gathered together to say that business is difficult. "Especially this year, business is particularly cold."

Owners' "bitter water" is not groundless. "In the first half of this year, sales of clothing and clothing in the county decreased by more than 15%, mainly due to customers' habit of shopping online." Wang Zhijian, President of the county trade and clothing association, pointed out the predicament of the current retail store in our county.

Downward turning point

Last year, "double eleven" business protruding

"The impact of the electricity supplier is too great." Mr. Zhang, who has made nearly 20 years of physical store, a brand sportswear operator, sighed, "from the previous year's" double eleven "business war, my old customers went online shopping, and now many customers are just trying not to buy it. Since the end of 2011, the sports brand has seen a decline in sales for the first time in Keqiao, and its sales performance has declined year by year.

Reporters learned from the association that along with the prosperous development of Shaoxing's commerce and trade, the commerce and trade industry has been in a state of growth in recent years. However, since the "double eleven" electricity supplier entered the market in 2011, it has not only triggered consumer enthusiasm, but also changed the consumption pattern of consumers. Online shopping has become a consumption habit. The transformation of this model is the first thing to be affected by the clothing store in Keqiao. "Since the end of 2011, members of our association have felt that the consumer fever has weakened, and even the peak season before and after the Spring Festival is not increasing." Wang Zhijian disclosed that the Keqiao clothing retail entity store has gone downhill since 2011's "double eleven", and this year's decline will be even bigger.

　 Face the impact

Physical store "test water" e-commerce sales

Difficulties change while thoughts change. After the aggressive entry of electricity providers, the more standardized products, the greater the impact of the entity store. with shoes The XTEP brand, which is mainly in the category, obviously feels the chill in the store sale. Chen Hualin is the general agent of XTEP Shaoxing area, and also a big brother in the clothing retailing industry of Shaoxing county. Two years ago, however, his store ran down.

"The same brand, the Internet is cheaper than the physical store, more than 30% of the customers are spending online." In the face of the sudden emergence of the electricity supplier, Chen Hualin did not give up. Instead, he sought to change the marketing of both entities and online businesses. In the first half of the year, XTEP's brand sales performance did not decline, but realized a miracle of 10% growth. "This year's online sales increased by four or five times, which made up for the decline of my physical store sales." In this business forum, Chen Hualin gave out the results of his trial sales of water electricity suppliers.

　　 Strong brand

Improving customer loyalty

In the impact of the electricity supplier, Wang Zhijian's YOUNGOR brand has little influence on many apparel retailing. "The head office has not yet established an official website for online sales, nor has authorized sales on the Internet." Despite the influence of online substitutes, the sales performance of YOUNGOR Keqiao stores this year is basically the same as that of last year because its brand owns a large number of highly loyal consumer groups.

Wang Zhijian, also deeply aware of the impact of the electricity supplier, is aware that for the apparel retailing industry, opening up the online market is an effective way to better maintain market share, and also to make up for the decline in the current sales. "In the sales mode, both online and offline should be adopted, but the way out is to make strong brand clothing and cultivate customer loyalty to the brand." To this end, Wang Zhijian is busy signing up for a new menswear brand dress, ready to build online and offline sales.