"Double Eleven" Is Close To Brand Effect, Multi Brand Centralized Processing High Inventory.

< p > "double eleven" approaching, as Quanzhou's two 100 billion industrial cluster of sporting goods and textile clothing, frequent movements.

A few days ago, the Quanzhou Taobao sports brand hall was formally launched in Quanzhou. Seven wolves and other a href= "http://www.91se91.com/news/index_c.asp" > clothing brand < /a > were also preparing for battle.

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P > < strong > inventory activity < /strong > /p >

< p > industry insiders say that clean stock is still the theme of this year's "double eleven" shoes and clothing enterprises.

From the data disclosed by the listed companies in the shoe and clothing enterprises, there is no fundamental improvement in the continuous downturn of the garment industry. Although the inventory problem that has plagued the industry has been alleviated, the industry believes that it is still on the alert line.

As of June 30th, Anta's inventory was 576 million, PEAK's inventory was 340 million, the inventory of 440 million was 440 million, and XTEP's inventory was 596 million.

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< p > Jiang Tao, vice president of seven wolves, said that the participation in the "double eleven" activities is mainly focused on clearing stocks, and a down jacket will be launched as a special contribution to the Internet.

According to insiders, the "double eleven" activities will be far more than seven wolves.

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Cao Fanghua, general manager of marketing and communication agency of P > Ideainside, said that shoes and clothing enterprises in Quanzhou generally sell inventory through "double eleven" activities, and shorten the cash flow cycle through clearing inventory and returning funds.

Cao Fanghua also said that the general seller will adjust the goods on the shelves one month in advance, first increase the discount of the over season goods, and then wait for the half off discount on the original discount.

For example, when a piece of goods was originally put up to 60 percent off, it was raised to 30 percent off first, and the "double eleven" day was 50 percent off on the 30 percent off basis, which is equivalent to 65% off of the commodity.

"Half off of double eleven" is flickering.

Cao Fanghua said.

In addition, in order to avoid the impact of online prices on the line, some new products will also be off the shelves a month ago without participating in the "double eleven" activities.

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< p > < strong > implementation of network special provision < /strong > /p >

Xiao Lihua, vice president and general manager of e-commerce, "P" > a href= "http://www.91se91.com/news/index_c.asp" > XTEP < /a > denied that the stock was clear. He said XTEP's inventory was "good". The main activities of participating in the "double eleven" activities were some special network contributions.

Xiao Lihua said at a previous shoe summit that XTEP would not play a price war and would not be the owner of the company. The XTEP's "double eleven" activities are not consistent with the previous statement.

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< p > compared with XTEP and seven wolves in the electricity industry, PEAK has a lot of low key. Wang Jianyuan, director of PEAK electric business, said that she was not prepared to participate in the "double eleven" sales campaign this year.

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< p > "PEAK has little discount on the Internet, and online stores are mainly new products, because the gross profit of new products is even higher."

Wang Jianyuan said.

He also made it clear that PEAK had "no inventory". Last year it had been cleared, and Wang Jianyuan did not agree with the practice of using the electricity supplier channel as a way to clear the stock sewers. He said that PEAK regards profit as the pursuit of goals, and that the sale of stocks at low prices will impact sales under the line, which will not benefit the development of enterprises.

Although it does not participate in Taobao's half off activities, PEAK will call the one hundred million low price discount from the us to give profits to consumers. These shoes only export to Europe and the United States and do not sell at home.

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"P >" many enterprises are using electricity suppliers to inventory, but this way to be very careful, not because the inventory is very high, the development of electricity providers will soon go all the way to reduce prices.

The big feature of the electricity supplier is the pursuit of cost performance. In order to get rid of inventory and seize the electricity market, the company only makes the price and does not maintain the brand image, which is very harmful to the brand in the future.

Wang Mingjun, Secretary General of Jinjiang Electronic Commerce Association and senior researcher of China Academy of economic science and management, said that if clothing companies play a low price for all products in order to inventory, the sale of physical stores will definitely be affected.

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< p > < strong > strengthening backend control > /strong > /p >

< p > < < a href= > http://www.91se91.com/news/index_c.asp > > brand enterprise < /a > no strength can build a single online shopping brand in the short term, nor can it produce and sell products with high performance price ratio so as to realize the same price sale on line and line, so the digest store becomes the main purpose of online shopping.

Cao Fanghua said that due to the constraints of the development stage, most of the traditional brand clothing retail enterprises still regard online shopping as one of the new supplementary channels, but the rise of online shopping actually snatch the consumption demand of physical shops, which is not conducive to the management of physical stores.

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< p > "the key to digest inventory is to make products sell well and reduce terminal pressure. Online shopping is essentially an increase in inventories."

Cao Fanghua believes that online shopping is conducive to brand enterprises to digest inventory in the short term, but it is not conducive to long-term development of brand enterprises.

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< p > every year there will be a blowout of orders during the "double eleven" period. This year, Tmall stipulates that goods must be delivered within 3 days, otherwise it will be punished.

One of the sequelae of last year's "double eleven" campaign was logistics, and some packages only received or even longer after a month, which resulted in many bad reviews.

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< p > aiming at these problems, the Internet merchants have made adjustments and improvements this year.

In terms of delivery, PEAK first expanded its storage area from 600 last year to more than 1500.

In terms of staffing, the electricity supplier's warehouse is next to PEAK's main storehouse. During the "double eleven" period, PEAK's total warehouse will deploy the personnel to cooperate with the electric business department according to the actual situation, plus the electronic business department, besides the customer service, other staff will also help the warehouse to help, when the distribution personnel will reach nearly 100 people.

The delivery process has been adjusted to the best condition through systematic coordination and continuous drills.

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