Traffic Dividends Fade, Clothing Brands Encounter "Discount Fatigue"

< p > the era of traffic dividends has passed! < /p >
< p > originally expected to borrow "double eleven" fire a "a target=" _blank "href=" http://www.91se91.com/ > clothing < /a > brand has been poured cold water on the actual sales volume. < /p >
< p > according to Taobao data monitoring tool data cube data, this year's "double eleven" sales in the top five shops, there is only one clothing brand, that is, JACK&JONES under the fashion fashion brand (jack&jones). < /p >
In 2012, Tmall's "double eleven" promotional activities, a total of five brands sales exceeded 100 million yuan, of which 4 were all a target= "_blank" href= "http://www.91se91.com/" > dress < /a > brand. < /p >
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< p > good results in the past provided enough reasons and enthusiasm for garment enterprises to participate in the "double eleven". According to the reporter, this year's "double eleven" clothing brands almost all participated in Tmall's promotional activities, of which JACK&JONES's stock is known as the retail terminal statistics of 800 million yuan, 400 million yuan after the discount, sales target directly at 200 million yuan. The handwriting is even bigger, and the stock is 450 million, and it has been packaged with other "Amoy brands" Yin man and aka, and the advertising campaign has been vigorously promoted. < /p >
< p > but the actual situation is far from optimistic that brands expect. The final statistics show that JACK&JONES sold 152 million yuan in the "double eleven" in 2013, and the total sales volume of GXG and its other brand GXG 1978 was 130 million yuan. < /p >
< p > a person who participated in the "double eleven" clothing enterprise electric power official told reporters that this year's brand's traffic is even less than that of last year. "The first surge in sales volume was due to the fact that many consumers had already selected commodities before the promotion, rather than the new ones. We have also stepped up promotional efforts and launched more promotions, but we haven't attracted many passengers. < /p >
Besides P, Cui Hongbo, founder of brand management in Shanghai, also pointed out that the large-scale promotion of traditional clothing enterprises under online is also an important reason for this "double eleven" sales failure. < /p >
< p > take JACK&JONES as an example. The fashion of its parent company started from the beginning of this year in large-scale shopping centers and shopping malls, and the discount rate of some products was as low as 2~3, even lower than the "double eleven" discount. < /p >
< p > independent commentator Ma Gang of garment industry said that in the face of high inventory pressure, clothing brands often use vigorous discounts to clean up stock. This practice is understandable, but it is easy to cause consumers' "discount fatigue" and damage the brand image at the same time. < /p >
< p > Ma Gang said frankly: "the era of traffic dividends has passed." a href= "http://www.91se91.com/news/index_f.asp" > clothing brand < /a > should not be blindly optimistic and overestimated on the promotion of the Internet. We must balance the relationship between online and offline, and take the two legs on the basis of the line. < /p >