Wenzhou Shoes And Clothing Industry Involved In Electricity Supplier Beautiful Data Hiding "Secret"

"We have 20 million yuan of leisure wear inventory, we want to digest through the electricity supplier channel." "This year's foreign trade list is not easy to pick up. Do you want to sell it online?" "it's already burning 2 million yuan to burn the electricity supplier. Do you want to continue burning?" Wenzhou clothing Chen Qixiang, vice chairman of the electricity supplier alliance, has received many calls every day to discuss the same topic. tradition shoes It is not a new topic for enterprises to enter the electricity supplier, but this old topic is always presenting a new story, which is hopeful and tangled.

According to a recent survey by the Municipal Bureau of statistics, at present, Wenzhou Footwear industry 9.6% of enterprises are involved in the field of electricity supplier, and 9.8% are ready to enter. About half of the businesses involved in e-commerce are "less than one year". Compared with Shanghai, Hangzhou, Ningbo and other cities, Wenzhou is obviously lagging behind. By the end of 2011, more than 60 entrepreneurs in our city went to Hangzhou, Ningbo and other places to study Taobao, GXG, Tonlion and so on. "Business trip" inspired Wenzhou Shoes and clothing enterprises Great enthusiasm for entering the electricity supplier. In January 2012, under the leadership of the city clothing trade association, the Wenzhou Business Bureau issued the "Wenzhou clothing business alliance". This year, "Taobao president class" to Wen, more than 30 bosses heard news registration, into the classroom learning. Enterprises that have not "touched the net" are pressing to March, but many enterprises of "touches the net" simply sigh the depth of the electricity supplier. 8 of the 10 companies doing electricity business are losing money, Chen Qixiang said. This is very common in the industry.

Beautiful data

According to official information provided by Taobao, as of June 2013, there were more than 16 thousand sellers of various kinds of online stores in Taobao, with 9 annual sales of over 100 million yuan. In the first half of this year, three enterprises of Semir, AOKANG and red dragonfly achieved online sales of nearly 600 million yuan. The famous shoes and clothing brands in Wenzhou also produced beautiful report cards on the Internet with the market advantage accumulated in online business.

Large enterprises pay attention to brand expansion, while small enterprises are the platform for the transformation and upgrading of e-commerce. The original product of the shoe industry is low, mainly for rural market, primary school and other groups. After entering Taobao Tmall, using mature production line, updating design and changing position, facing young people and college students. Since its entry in the second half of 2011, its sales volume has exceeded 10 million yuan in just three months, and this year's sales target is 60 million yuan, which will account for more than 50% of the total sales volume. Online sales have become the main operation direction and profit source of the human shoe industry.

Deeremarchi (Deal Madge), known as a dark horse in the field of men's clothing, has entered the top ten of Tmall men's clothing sales for two years. The founder of Hangzhou brand Li Junhui is a real Cangnan person in Wenzhou. Li Junhui has a garment processing factory at home, a typical local family workshop in Wenzhou, and has been doing the clothing trade for more than 20 years. In 2008, Li Junhui moved to Hangzhou and began to run his own e-commerce brand, diel March. Starting from thousands of dollars, slowly build up their own team. Every year, Taobao's "double eleven" is the time of "demarch". In 2011, sales on that day were 20 million yuan; in 2012, it was 80 million yuan. Li Junhui revealed that Deal Madge, who started online, will also open a physical store.

Cangnan clothing, which has been mainly OEM, has been transformed into an electric business, showing a trend of prairie fire. Beginning in 2011, Ding school Clothes & Accessories Future clothing, AI Rosen clothing and so on in Taobao, Dangdang, Jingdong mall, vip.com and other platforms to start e-commerce. "Since the company opened online trading platform, the benefits of enterprises have doubled." Chen Yili, chairman of Cangnan AI Rosen Garments Co. Ltd. At present, a number of Cangnan enterprises have their own brands, online sales of over 10 million, to achieve self-produced and self marketing.

Lose money and earn money

Some people say that these scenery data are burned out, and the investment in the early stage is very large. Only by insisting can we see the possibility of making profits.

Behind AOKANG's 200 million plus performance is strong human and financial support. AOKANG's e-commerce Department has 150 people, more than a few other department salesmen combined, and even spawned new logistics departments, logistics warehouses and logistics systems.

For ordinary enterprises, how to form a professional electricity supplier team is a big problem. Wenzhou entrepreneurs who are well versed in the offline operation are quite different when they go online.

A women's clothing trade enterprise in Ouhai has an annual output value of about $56 million. Although it has stable foreign trade orders, it is in the bottleneck of profit margins becoming smaller and smaller, so it joined the electricity supplier in 2011. "Do your own brand, let foreign trade and domestic sales walk on two legs." This is the most common voice in the industry at that time.

The company official told reporters that the original plan to invest 2 million yuan in Tmall mall to promote its own brand. From the beginning of recruitment and operation director, the mature operation of the whole team, such as art, customer service and logistics, took more than a month. After that, it will cost 50 thousand yuan / day to spend money like water, drive through train and join Juhuasuan. In the words of the director of operations, "burning tens of thousands of dollars a day is very normal".

"In addition to advertising costs, stocking is also a big difficulty for our enterprises to transform." The person in charge said that the production of foreign trade is based on order production and no inventory pressure. Now, for the sake of "exploding money", at least eleven or even tens of thousands of pieces should be stocked for a product. "Every activity is a battle unknown to us." Last year, "double eleven", a shirt sold more than 3000 pieces, others looked good, only we ourselves know that this is a money losing call. The person in charge smiled bitterly.

Today, the total investment has far exceeded the budget at that time, but the enterprise has not yet gone out of the "burning money" vicious circle.

Ms. Chen, who is nearly 50 years old, is a man. Leisure clothes Brand executives, with dozens of Direct stores and franchises, and many "fast fashion" brands, have had a lot of stock pressure in recent years. "Taobao platform should be used." Ms. Chen said that in January of this year, she tried to form a team from the original company, and found it very unprofessional. It was introduced that a TP (Taobao third party service provider) arrived.

"They have made it clear that they will pay $100 thousand a year for their online operation, and that the annual sales volume will be $5 million yuan," he said. After reaching this sales volume, give them a rebate of 7%. If they fail, they will refund the service fee in full. Knowing the size of the other company and some of the successful cases they provided, Ms. Chen decided to outsource the online stores.

Now half a year has passed, the decoration of the shop is beautiful, but sales haven't improved much. "At the beginning, there were more than 100 people in their team, but there were hundreds of agents. Per capita, how much energy do you say we can put on our products? "Ms. Chen said," far from the promised sales, but the other side explained that it is necessary to increase advertising investment, and the more it comes to the rear, the more obvious the effect will be. Tens of thousands of dollars have been invested in the cost, and Ms. Chen is in a dilemma.

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How to do in the future

In the interview, every enterprise talked about the different difficulties and entanglements of the electricity supplier, but no one said that the electricity supplier was not worth doing. Knowing that there are tigers in the mountains and going to Hushan, Chen Qixiang said that the advantages of Wenzhou's traditional light industrial industries accumulated over the past decades will be the greatest opportunity for us in the field of electronic commerce in the future. Wenzhou electricity supplier The atmosphere and platform are still scarce, and resources have not yet been effectively integrated. For Wenzhou shoes and clothing enterprises to enter the electricity supplier, many enterprises responsible person thinks that several major problems need to break through.

One is the change of the concept of entrepreneurs.

Compared with cities such as Hangzhou, Shanghai and Guangzhou, the enterprises in our city do not have enough understanding of online business. Many of them are still in a stage of small business, holding a "try to see" attitude, lack of long-term and complete planning, and some just regard online sales as a means to deal with backlog stocks in the short term. In the process, Ms. Chen encountered such a problem. How to make the low price sales on the Internet will not affect the sales under the line, and how to prevent franchisees from being hurt. The practice of some enterprises is to sell stocks on the Internet for only two years or more than three years. Some enterprises do not sell stocks, only sell new products. For example, the Red Dragonfly shoe industry takes the differentiated development of the online and offline platforms. Each series develops 8 to 10 products, and selects 2 to 3 Personalized styles online for sale. The quality of online and offline products is the same, but the styles are different. Other enterprises only sell "network funds" on the Internet, use slightly cheaper raw materials, and make subtle adjustments to different styles of people.

Two is the cultivation of professionals and communication atmosphere.

Talent is not created but cultivated. A person in charge of a company said that a good director of operations in Wenzhou's annual salary is 2.3 million yuan, twice as high as in Hangzhou. High salary is not a priority.

It is understood that "at present," Wenzhou clothing business alliance "In cooperation with Taobao University, pdai and other professional training institutions, to maintain the frequency of two small training and a large training every month. The alliance has also worked with Wenzhou University, Wenzhou Vocational and Technical College, Zhejiang industry and Trade College and other universities to help enterprises transport talents and solve the demand of more than 20 garment enterprises in Wenzhou for e-commerce talents.

Under the alliance organization, the business executives have participated in the exchange meeting for many times, sharing experiences and summing up. "Double eleven" has been jointly promoted on Tmall, and "double two" links each other to increase traffic on Taobao.

The three is the establishment of industrial development cluster platform.

Wenzhou businessmen are always fastidious about business, and the advantages of the industry cluster are particularly obvious. According to Chen Qixiang, the "electricity supplier alliance" put forward the idea of building a "center, four platforms". "One center" is the electricity supplier service center, the "four platforms", that is, the electricity supplier headquarters building, the stock distribution platform, the logistics distribution center and the electricity business personnel training platform. At present, the "Wenzhou clothing business service center" (www.0577688.com) has been formally launched, and the training of e-commerce talents has also been well carried out. The goal is to build the "Whampoa military academy" of Wenzhou's electricity supplier, while other platforms are still being implemented.

The electricity supplier headquarters building will be built in TP company, professional photography, model companies, training institutions, and so on, forming a complete service area for the industry chain. Enterprises can share resources, and the major activities such as "double eleven" can react quickly. The completion of logistics distribution center will achieve the goal of fast shipment and cost reduction.

And the establishment of inventory distribution platform has been trying. Last May, Oman, Dia, etc. Clothing enterprise Promoted jointly on Juhuasuan, sold 26 thousand pieces in 20 minutes. Tang Wenfu, chairman of the Cangnan clothing trade association and chairman of Ding Pai dress, said: "compared with some of Taobao's Amoy brands and small shops, traditional enterprises turn into electricity providers. But we can integrate the advantages of Wenzhou clothing. When you take out your shirt, I will put up a jacket, combine a distribution website, and assemble the supply chain with them. Amoy brands and small shops are doing better. They do not have a production line. They will never know clothes better than we do.