Electricity Providers Compete For Clothing Circles To Meet Each Other, Focusing On The Tail Cargo.

< p > after 4 years of low-key, "clothing tail" has brought new opportunities for the electricity supplier. It is even regarded as a very explosive category after 3C, cosmetics and clothing. < a href= "http://news.sjfzxm.com/news/list.aspx Classid=101112107105" > vip.com < /a > suffered from large-scale encirclement and suppression of almost all electric business since 2013, and finally matched with Dangdang.

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< p > rivers and lakes have changed.

No one can stand alone.

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< p > strong > /strong and /p.

"P", which was born in 1999, has never been so fast and clear-cut into a particular industry.

From the five words "Dangdang tailing", it is easy to see its CEO Li Guoqing's straight character and confidence in winning the flag. "Dangdang 2013 clothing target of 4 billion 500 million yuan, Dangdang tail remittance is an important war, the sale of famous products must be less than 70 percent off! The whole clothing market of 400 billion yuan has great space. Dangdang should strive to make three of the top three clothing online shopping this year."

< p > before the electricity supplier war, they were used to "shouting, shouting and killing" while advertising their courage and enthusiasm.

In the face of Li Guoqing's "arrogant" propaganda, "vip.com is basically not like IT people", vip.com founder Shen Yahe Hong Xiaobo seems to be indifferent to it. Only the senior vice president Tang Yizhi responds to the media "no matter what it is" - vip.com will strengthen logistics facilities construction and technology investment in the future.

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< p > Li Guoqing stepped on a "squib", but he who knows the Internet can also "hello" himself.

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< p > as early as May 2013, the wind broke out on the Internet, and the "weipinhui.dangdang.com" appeared on the electronic business platform. For a while, the rumors that "Dangdang wanted to buy vip.com" were similar, and analysts wrote that "the two are quite complementary, if the joint will open up a huge market".

When the "experts" analyzed it almost, Li Guoqing came to the point lightly, "I am not with anyone."

But the eyeball was made early.

By May 7th, when the product was officially opened, the industry was in an uproar. Li Guoqing did not want to be with anyone but to cut the knife.

Sure enough, Li Guoqing raised the knife with a low price, and his hands fell off the knife, unequivocally -- < /p >.

< p > on the day of the opening ceremony, the top 70 percent off garments of Dangdang Adidas, < a href= "http://news.sjfzxm.com/news/list.aspx Classid=101112107107" > Lee < /a > are capped.

After that, Dangdang sent 400 million yuan vouchers and 300 million yuan for the final products to start the "price war" in June.

In addition to the regular promotion of "70 percent off" capping, the tailing exchange also carried out activities such as clothing sales of 199 yuan to 20 yuan from June 3, 2013 to June 9th.

According to some buyers, such a big discount, even in the "double eleven" or the Spring Festival electricity supplier war, did not appear.

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< p > perhaps Shen Ya and Hong Xiaobo two people have thought about making peace with others and avoiding their opponents' edge. After all, you can't burn your money all the time, but you can see that there are three fires in the 5 and June. When the status of rivers and lakes has been directly against vip.com, vip.com has begun to fight against it in July.

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< p > 7. 19 super sale festival became vip.com's official micro-blog launched a high-profile counterattack.

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< p > this basically returned to the rhythm of commercial warfare familiar to netizens.

Homophonic "double Hui war" will be the atmosphere of the war day, rendering the dark clouds pressing the city to destroy - around the strategic deployment of this day, vip.com was knocked out of the advertising guarantee flow of 270 million yuan, retaliatory against a rapidly rising sale platform; Li Guoqing's battle is inevitable.

It was before the enemy had called the other party to stop coming out of the city, and he did not win the battle.

Dangdang goods exchange was immediately blown up and the supplier assembly number was stocked for 400 million yuan.

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< p > > no more than two days, there are careful users found that through Baidu, Sogou search "vip.com" keywords, "Dangdang tailing" search advertising links are impressively listed, it is clearly through Baidu, Sogou and other interception of vip.com advertising traffic, it is a real version of "grass boat arrows"! We can not help but feel that the electricity providers Li Guoqing's "operation" than the industrial origin Shen Ya, Hong Xiaobo proficient is not a little bit.

#p# subheading #e# < /p >

< p > by July 17th, the "ultimate" sale of Dangdang tailing 70 percent off, which is 200 or 120, will be the first to start, 2 days ahead of the "7" 19 sale war! "/p >

< p > > Dangdang has repeatedly produced "surprise soldiers". Sales volume has soared since the launch in May, and overall sales of Dangdang clothing increased by more than 5 times in June.

By contrast, vip.com is too steady and too bullied. How can you just pick up your opponent's opponent and hold your breath? < /p >

< p > < strong > master only takes one move < /strong > < /p >.

< p > If anyone really thinks vip.com character "stay in the bud", it will lose.

More than 10 years of industry, cash rich enough for VC, Shen Ya and Hong Xiaobo, who are so stupid? The attitude of others is that they can't handle you with one hand.

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< p > < strong > what is the gate of life? In the final analysis, it is the source of supply.

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< p > 2008, the two founders drew on France's once popular Vente-privee.com website to make a limited time discount for famous products, often worrying about not having the regular licensing of the brand.

While domestic consumers are rather resistant to online shopping for more than 1000 yuan, vip.com sometimes has only a few orders a day.

Shen Hong two people also found that "what is the name brand in China? Many consumers in the two or three line cities often judge whether there is a store in the mall or not."

As a result, vip.com gradually shifted its vision from "first-rate luxury brand" to "two or three line fashion brand", which greatly opened up the market and source of goods.

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After P pformation, vip.com soon caught up with the good times.

After the second half of 2010, China's clothing industry (000902, stock bar) industry overstocking a large number of stocks.

Relevant data show that in the first three quarters of 2012, the clothing industry inventory amounted to 256 billion 900 million yuan.

It is said that if all garment enterprises in China stop production, only the stock will be sold for three years in the clothing market.

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< p > high storage pressure makes manufacturers need special clearance channel to separate the tail cargo from the new area of flagship store so as to avoid damage to the brand, and the vip.com mode just meets their needs.

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< p > cleaning up the tail cargo has even formed a channel circle.

For example, Guangzhou, the largest clothing and retail trading center in the country, has not been valued in e-commerce.

Vip.com sees this empty space and quickly connects with the major trading markets in Guangzhou.

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< p > the mode of cooperation between vip.com and branding is that vip.com gives a fixed schedule, and the brand carries goods to vip.com's warehouse. If it is not sold out within 5 days, the average brand can get 6 to 10 discount retail opportunities in 1 years.

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In order to make the sale special, vip.com has set up a special buyer team. At present, there are about 300 people, almost all of them are from the fashion industry, the retail industry and the garment industry, P.

First, buyers should screen the commodities that participate in the time limit sale activities, and communicate with the brands, and make certain guidance to the quantity, matching ratio and regional distribution price of the products. After buying the products, the buyers will also feedback the relevant sales data to the brand side as a sales reference.

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Less than P, vip.com's inventory digestion capacity is gradually proven to be more stable with suppliers.

By the end of 2012, vip.com had worked with 6000 brands, of which more than 800 brands were exclusive. It has become the largest brand seller in China.

None of them.

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< p > > so, it seems that the price tag is amazing, but many brands have signed an exclusive agreement with vip.com.

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It was only then that P saw the crowd. Suddenly, the careful people looked back at the smoke of June and searched for clues.

Sure enough, at that time, a source told micro-blog that vip.com asked suppliers to sign "exclusive sales agreement".

It is said that in this agreement, vip.com lists the list of electricity suppliers that prohibit suppliers from selling on their websites, and the products are on the "blacklist".

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"P > vip.com" said, "the true and false on the network, do not exclude the competitors mischievous", emphasizing the cooperation is carried out by the two parties.

However, both Shen Ya and Hong Xiaobo have said that because the rate of return is almost twice as fast as that of their competitors, vip.com is very sticky to suppliers. More than 50% of the traditional clothing inventory in Southern China is digested by vip.com.

Vip.com is already a strong supplier to suppliers.

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The strength of P is also reflected in the continuous improvement in the price reduction between vip.com and suppliers, and its gross profit margin has risen to 23.4%.

In contrast, the relationship between Dangdang and suppliers is very unstable in the competition with B2C such as Jingdong, a href= "http://news.sjfzxm.com/news/list.aspx Classid=101112107108" > suning.com < /a >, or even because of the price war and category expansion, the gross profit has dropped to 13%, and it has been restored to 17.2% in 2013.

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< p > return to the war itself, who is more ruthless and "grass boat to borrow arrow"? Anyway, no one dares to belittle the energy of vip.com.

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