"Time Sale" Into A New Mode, Brand Value Is Challenged.

< p > under the background of traditional < a href= "http://www.91se91.com/news/index_c.asp" > clothing shoes and hats < /a > high enterprise inventory, the sale mode came into being.

The new mode has found an outlet for inventories, triggering the climax of the market of major apparel business.

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< p > < strong > strive for limited time sale < /strong > < /p >

< p > when the "time limit sale" becomes a mode, the subsequent development always leads people to think of group buying two years ago.

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< p > the similar keywords are "limited time", "low price" and the "rush to the top" of the electronic business platforms. The difference is that although there is a "swarming" trend, the threshold of the platform has improved.

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< p > in China, limited time sale mode has been popularized from vip.com. Until now, all the big business platforms such as fan, Dangdang, jumei.com, Holle and Tmall have opened special time sale blocks.

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Less than P, the most recent momentum is the Dangdang net's "tail collection".

Discount products involve Coach, Juicy Couture, Lee and other mainstream fashion brands. There are also many "small and beautiful" a href= "http://www.91se91.com/news/index_c.asp" > e-commerce brand "/a".

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< p > "if 5.7-5.12 sells Dangdang clothing billions of dollars, Dangdang micro-blog Xiaobian will be running naked in Chaoyang Park!" when small said to do it, Dangdang has made great efforts in the final product collection.

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< p > May 7th, the first day of the goods collection line, Dangdang clothing category traffic increased by a hundredfold.

But another important chain reaction is reflected in the capital market. On the day after the launch, Dangdang shares rose nearly 10%, and the stock price hit a 3 month high.

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Before the official launch of P, Dangdang had been prepared for more than a year until it thought that the domestic limited time sale market was basically mature.

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< p > because Li Guoqing CEO had made comments on vip.com, and the time limit sale plate had a very similar name to the "pin pin Hui".

So many people think that this is Dangdang's choking sound on vip.com.

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< p > "vip.com now is like the attitude of Dangdang library 3 years ago to books. They are everywhere defended. He has enough money to buy more clothing brands and sign exclusive sales with more three or four line brands.

But you know, it's all irresistible.

Li Guoqing said.

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Vip.com P, which specializes in brand sales, does have a beautiful pcript.

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< p > 2012, sales volume of US $692 million 100 thousand, up 204.7% compared with the same period last year, realized the first quarter profit, and the stock price increased 6 times in half a year.

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< p > "discount retail market is extremely huge. In 2013, the sales of clothing in China amounted to two trillion yuan, and in 2016 it could return to 2 trillion and 700 billion yuan.

Such a stock market will always exist, and the Chinese market is still estimated to be higher than that of the US apparel market. According to 20% estimates, the inventory in China is 400 billion yuan and 500 billion yuan in 2016. We are not worried that there will be a ceiling in this area.

Shen Yaru, the founder of vip.com, said.

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< p > and as Li Guoqing said, all this is irresistible.

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< p > at present, there are no absolute barriers to several mature e-commerce platforms.

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"P", for example, in 2013, Tmall's key strategy was to foster "brand sales". Tmall's vice president, Shao long, also emphasized the strategy for the apparel industry's tail cargo and inventory: "many traditional brands do e-commerce. The basic strategy is to sell new products under the line, and put them in Tmall's platform channels at the end of the season, and then quickly find a sewer to digest and return the funds when they arrive at the end."

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"P >" one of the levels of online shopping is the pursuit of high performance price ratio. Chinese users are sensitive to price, and special sales highlight the advantage of products in price.

Price war is always a war that electricity providers can't stop. "

Internet marketing expert Liu Minhua told the new financial reporter.

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< p > this will be a special price war with clear pattern.

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< p > < strong > complementarity below the line and below /strong > /p >

< p > in fact, an important background behind a href= "http://www.91se91.com/news/index_c.asp" > limited time sale < /a > is the backlog problem of traditional clothing and footwear enterprises, and traditional enterprises and electric providers need each other.

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< p > "we are willing to share micro-blog's real]3000 customers with the huge flow of daily traffic to the traditional clothing and clothing brands. We are willing to open up the categories we are not good at."

The founder of VIC said recently.

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< p > < --EndFragment-- > --EndFragment--, the most recent action of van gentry is to make a special sale with Lining, Semir, Giordano and other traditional brands, and the price of goods is as low as 19 yuan.

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< p > low energy is sometimes beyond imagination. When it comes to the right mode, the combination of online and offline produces qualitative changes.

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"P", such as the cooperation between van gentry and Lining, took less than a day to complete the task that the store could take several times as much energy as possible.

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< p > "time limit sale" is mainly for the 80 generation. Lifestyle is 3 to 5 hours a day on the Internet. Daily shopping 50%-80% is done on the Internet. They are eager for life, brand and quality. But when the local brand is limited to income, they are not so convenient and affordable to buy, so genuine discount and special sale can impress them.

Wang Qishi, the most technology founder and e-commerce researcher, told the new financial reporter.

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< p > for Lining, a traditional enterprise, it is another attempt for Lining to explore the electricity supplier and seek foreign cooperation.

And whether it will continue to cooperate in the future, Lining said that he would follow the sales situation at any time and make quick response as circumstances permit.

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< p > in the clothing and footwear industry, the problem of high inventory is difficult to solve in the short term. Therefore, most people in the industry regard the limited sale mode as a blue ocean.

Clothing shoes and hats online shopping market will also usher in a price war baptism.

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"P >" for the traditional clothing enterprises suffering from inventory and constantly shrinking physical stores, clearing inventory has become a matter of life and death.

Whether clothing enterprises can clear out inventory and withdraw funds as soon as possible directly determines the competitiveness of enterprises in the future. E-commerce needs low price products as support, and clothing enterprises rely on the clear inventory channel of the electricity supplier.

West Street Network CEO Guo Hongchi is such an analysis.

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The warning of this model is that foreign creative products limited time buying website Fab, whose products sell on line for 12 days, reached US $600 thousand, and outstanding performance earned US $8 million in the A round of P financing.

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< p > the "limited time sale mode" has a good prospect, because the traditional offline enterprises need strong supply chain management and optimization of cost management.

Liu Minhua said.

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< p > < strong > inventory kidnapping brand value < /strong > < /p >

< p > for traditional enterprises, online is an outlet for clearing inventory.

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< p > data show that in the first half of last year, the total stock of six domestic sports brands such as Anta was as high as 3 billion 721 million yuan, and 22 A shares listed companies reached three yuan in the three quarter.

By the end of 2012, the total inventory of apparel home textiles was over 70 billion yuan.

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Under the background of "P", the serious problem of inventory in domestic clothing enterprises has attracted much attention. "Going stock" has become the main task of this year's 8.86,0.11,1.26% industry in China. It also creates a background for the time sale mode.

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< p > according to Lining group's 2012 earnings report, the company suffered a loss of 1 billion 979 million yuan, and for the first time in eight years, the company suffered a substantial annual loss.

Even in 2012, the channel revival plan was launched in a high-profile way, but channel and inventory remained the key of Lining group.

After the announcement, Lining's share price fell, closing at HK $4.46 at 26, down 4.08%.

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< p > Li Ning Co inventory in 2012 was reduced by 213 million yuan compared with 2011. Lining is planning to clean up inventory for the main dealers in the country, and is investing heavily in clearing up the problems accumulated in key markets.

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< p > Lining, founder and executive chairman of Li Ning Co, has said that the increase in inventory has led to a smaller profit margin for distributors and distributors. As a result, the idea of closing down inefficient stores has been created, and clearing has begun. The large number of users and traffic providers will undoubtedly become an important channel for Li Ningqing's inventory.

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< p > before that, many companies, including PEAK, Anta and 361 degrees, also handed in the answer to the decline in profits.

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< p > limited time sale mode provides a solution for inventory problems, but traditional enterprises are also facing certain risks in this way.

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"P >" may produce some influence that some consumers do not like to buy the goods of positive price, but this is not a consideration of Dangdang, fan and electronic business platform, but a brand business's consideration.

The biggest function of this mode is to clean up the stock, and then the brand will weigh itself.

Li Chengdong, a New York Times columnist and independent business analyst, told New Financial reporters.

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< p > shopping malls in some large and medium-sized cities will set up special stores. On the one hand, they will sell brand special stock products, and on the other hand, they will attract popularity.

Sales of many brands have even exceeded the sales of positive products. Some consumers have already formed this habit of consumption, not discount.

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< p > but the vast majority of garment enterprises have not been stationed in special stores because of various reasons. They usually sell flower cars in main stores and sell special items.

This way has a direct negative impact on the image of the main store, giving consumers doubts about the price of the brand.

Slowly accumulated brand effect is often diluted by this special activity.

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< p > < strong > "war" has just begun < /strong > /p >

< p > "when everyone is the only product song, I am Dozanjan, but when there is a negative voice, I want to say:" the positioning of the consumer is more important than the risk posed by other platforms.

Vip.com will benefit from flash buying mode and inventory backlog situation of two or three line brand in the near future, and will be subject to this in the future.

Recently, Xu Lei, senior vice president of Jingdong mall marketing department, said on micro-blog that although Jingdong mall also had the potential to participate in the sale mode.

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< p > although this new mode is quite promising, there are also many practical problems.

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Huang Yuanpu, director of product consulting research, told the new financial reporter: "people can only see the side of the time sale mode, and do not see the cost behind it. The most basic is the return rate. The return rate announced in 2012 is 20%, which may actually reach 30%.

Sale mode is a kind of impulse consumption, and impulse consumption may result in high return rate.

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< p > general enterprises need to provide free replacement service, with the cost of replacement and replacement, the cost of the whole business process is increased.

Whether a model can succeed or not depends on whether its business links can be optimized and whether all parties can benefit from it.

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At the same time, at present, the "small and beautiful" brand has been born. With its unique product design, flexible channels and fast supply chain, a lot of P has sold out more than 80%, squeezing the market of traditional big brands.

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< p > "vip.com is very successful at the moment. I expect it to be profitable in the first quarter."

"For the listed Dangdang and anyone who wants to be listed, at least now the capital market is recognized, and the limited time sale can make some achievements and get more recognition," Huang Yuan Pu said.

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"P > a special time sale special electronic business platform website leader to the new financial reporter said:" Dangdang, Jingdong, Tmall do special sale, we won't feel too dangerous, because these platforms in the sale to guide users, some want to buy positive price commodity users, can give up the positive price goods, to the sale.

The left and right hands will surely appear.

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