High Inventory Expedites Garment Enterprises To Develop New Marketing

< p > < strong > origin: floor price cleared inventory < /strong > < /p >

< p > last weekend, Jin Yongxing, sales director of Zhejiang Zhuyuan Fangyuan Clothing Co., Ltd., unexpectedly, the more than 3000 parking spaces in the factory area were stopped by the new and old customers in Shaoxing city and under the jurisdiction of the counties (cities and districts).

On that day, the head office cashier Xiaoding opened "soft", and the daily turnover of the 6 brand clothes rushed to 100 thousand yuan.

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< p > 100 thousand yuan, compared to Tmall's "double eleven" daily sales of 35 billion yuan, naturally can not be the same, but for the "foreign trade downturn, domestic demand and limited potential" double impact of clothing enterprises, but it is timely.

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< p > October 2013, the retail sales of clothing commodities in China were 74 billion 640 million yuan, up 10.1% over the same period last year, which is 8.3 percentage points lower than the same period last year, 12.6 percentage points lower than the same period in 2009.

This shows that China's clothing retail market has not only come out of the trough, but also recorded the lowest growth rate since the global financial crisis.

The growth rate of 10.1% is still lower than that of the total retail sales of social consumer goods, which makes the Garment Retailing Industry embarrassing to become a "dragging" industry to expand domestic demand. The growth rate of the retail industry is 13.3%.

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< p > consumption is sluggish, inventory is high and funds are tight. Some local a href= "http://www.91se91.com/news/index_c.asp" > clothing enterprises < /a > Sales Department complained to reporters: even if it is "floor price", one item is sold, and clear inventories are also creating profits.

On the wall of Jin Yongxing's office is a paw shaped fish like tree, which lists 13 categories and 98 modes of sales promotion. He has to face the wall every day.

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< p > "say one thousand, Dao ten thousand, the common people do not buy our clothes, finally we look at the price."

Jin Yongxing said that whether the rural elderly who "boil down and save the province" or the white-collar couple who carry their mortgage loans can still save the province under the same quality.

Thus, in 2008, the first factory shop in Shaoxing was set up by Zhu's Fangyuan in 2008.

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On the eve of Christmas day in 2008, Jin Yongxing put the idea of factory shop for the first time on the brainstorming of the sales team. P

"Usually friends and family often send me to the factory to get the discount clothes, and to facilitate acquaintances with their small areas, it is better to put some clothes on the doorway of the workshop, and engage in a small exhibition of more than 30 square meters, so that all the surrounding residents will come for a taste."

What can we do to let the strangers enter the factory area without safety? The sound of questioning is coming from all sides, but Kim Yong Hing is in the mood to talk about it. One pass ten, ten pass hundred, the sales volume of the first year of the factory store has gone to a million yuan mark, the highest daily sales surpass the total number of stores in Shaoxing area! < /p >

Not long ago, when reporters walked into the first floor of the factory, they saw a new product price of 40 percent off, which was 20% lower than that of the urban franchised store. The price of the products from season to season was 100 yuan to 500 yuan, only 1 to 70 percent off, P.

"Manufacturers basically earn only 10 to 20 yuan in profits, and some broken codes and broken goods are sold even in order to clear inventories."

A store manager said.

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< p > but not every manufacturer's outlets are so lucky.

Zhao Weizhuo, deputy director of the commerce and Trade Bureau of the ROC economic and Technological Development Zone, frankly stated that in the 3 projects supported by the Bureau, except for the factory shop model of Zhu's square factory, the project of Yi Quan department store, the first shopping mall in the area, was too high because of the high charging threshold. The commercial street project in the core area of the area was difficult because of the high cost of commercial land.

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< p > Jin Yongxing explained that the traditional franchised store mode is carried out along the circulation chain of "factory provincial agent - regional agent - franchisee consumer", and every link must ensure profit.

In addition, the commercial land rent is higher than that of the industrial land. The department store also has to charge the management fee in accordance with the 30% point of the retail sales. "The wool comes out on the sheep", resulting in the retail price of the terminal being more than 2 times the ex factory price.

For example, the direct price of a garment is 300 yuan, and the selling price to consumers is usually at least 800 yuan.

"Now factory stores return the remaining circulation costs and operating costs to consumers, and naturally they have price advantages."

Jin Yongxing said.

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< p > < strong > growth: tug of business, "/strong > < /p >"

< p > however, the good times are not long.

Just as the shop of Fangyuan factory expanded from more than 30 square meters to more than 400 square meters, the famous trademark in China encountered "developmental annoyance".

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< p > Jin Yongxing said that the original factory store only sold sweaters, coats and other women's clothes. As a result, some family husbands went shopping with their wives in the factory shops and often had nothing to do, resulting in husbands unwilling to drive their wives to come. Besides, Zhu's own brand was playing a crowd of 28 to 40 years old, but there were no children's clothes or old clothes.

It is very inconvenient for customers to buy their family clothes and run east and West.

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< p > < --EndFragment-- > "a family of three generations and seven people has done only one business in the past, can they do six other people now?" Kim Yong Hing and his colleagues sprouted an idea: let the whole family enjoy a one-stop service in the brand factory store alliance.

Last month, the 10 clothing brands including men's "Orlando", children's wear "bubble bubble" and personalized brand "race Wenders" came together.

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< p > do not eat their peers, nor do they engage in vicious price wars.

With the withdrawal of counties and cities in Keqiao and Shangyu, the main urban areas of Shaoxing will be promoted to local consumption after the enlargement. Various garment enterprises can actually compete for differences and share the "big cake".

As a result, 1 storey factory buildings, 7 stores, each trademark, independent accounting.

The radius of the Zhuji square is only 10% of the management fee charged by the sales, which is used to share the daily operation costs of security, cash register, shopping guide, water and electricity charges, and no more entry fees and promotional fees are collected.

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< p > brand > a href= "http://www.91se91.com/news/index_c.asp" > factory shop < /a > alliance is preparing to build up "double 11".

Facing the strong offensive of e-commerce, the department store industry has become a "fitting room" for online stores.

Beijing's Commerce Commission data show that in the first three quarters of this year, Beijing's online retail sales even exceeded the retail sales of traditional department stores. Even Shen Danyang, spokesman of the Ministry of Commerce, said: "the impact of this year's" double 11 "sales performance on traditional retail industry is huge and strong.

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< p > but Jin Yongxing is not nervous.

He analyzed that Alibaba has two major businesses: one is Taobao mall, but the quality of clothing of individual businesses is not controllable; the two is Tmall mall, but brand enterprises are looking for models for 1 days, more than 10 thousand days, 1 times thousands of photographer, plus traffic import, search rankings and so on. The total cost is up to more than half of sales. < /p >

< p > "more formal than Taobao, more parity than Tmall."

Jin Yongxing's sentence was verified in the "Amoy family".

Although it was a working day, reporters found that from morning to afternoon, housewives and retirees who had wandered in the 1300 square meter exhibition hall remained at more than 10 people.

In the shop of fangs, Zhu Qi, a resident of Dongpu town who came from 15 kilometers away, told reporters: "the shopping guide here is better than the department store. It not only helps us pick clothes, but also chat with us.

Although it is a little more expensive than the small shop at home, but buy it at ease! "In the bubble shop, Miss Wu picked up the children's clothing trousers labeled" processing price "in the carton, and said," these brand goods are well done and feel good. 10 yuan and 1 pieces are very cheap. I bought 3 sets! "< /p >

< p > strong > Breakout: < a href= "http://www.91se91.com/news/index_c.asp" > off-site replication < /a > resistance < /strong > /p >

< p > a business model researcher attributed the success of Zhu's circle to the location advantage -- only 5 kilometers away from the Shaoxing municipal government, only 3 kilometers away from the government of the ROC river area, 10 kilometers from the Keqiao district government, and only 5 kilometers away from Hangzhou Ningbo Expressway, and then went straight to Hangzhou and Jiaxing on the high speed.

Due to the fact that the factory store mode has not yet started up in the two or three tier cities outside Shaoxing, the convenient traffic conditions have attracted many customers in the surrounding areas.

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< p > but business mode is not a patent after all.

In the short 3 years, the large and small enterprises in the area of roojiang have followed suit: they sell SUPOR to small household appliances, sell Guyue Longshan to yellow rice wine, and go to toilet paper, baby stroller, electric bicycle.

Among them, there are six or seven shops in the factory that are being prepared or established.

As a matter of fact, "front shop, shop direct sale" along with the massive economy of our province has come along. The second tier clothing brand discount stores such as Nike, Adidas, AGG, ETAM, G2000 and so on are already landing in the first tier cities such as Beijing and Shanghai, which are in a chaotic battle in the business world. What new patterns can the factory store play? < /p >

Zhang Shui flower, who is responsible for the P square, has given one way out: "now, we have to sell and clean up the samples for a variety of reasons because of the designer's proofing. In the future, we can take the initiative to carry on the sample custom-made business according to the individual needs of the customers. The clothes are not only high-end atmosphere grades, but even unique ones!" Yu Haisen also mentioned that which clothes demand large shops and factories can start replenishment immediately. The flexible mode of "factory and store integration" can shorten the time of coming and going from 1 months to 1 weeks, so that the market vane can be more acutely captured than the department stores.

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< p > "the traditional factory shop pattern has its limitations. It can only be rooted in the local market where the factory is located, and can not serve the foreign and foreign markets."

Zhao Weizhuo believes that with the increasing number of enterprises entering the brand factory store alliance, it will inevitably face new choices in different places after the existing buildings are crowded.

He gave another way out. He could learn from the business cluster mode of the outlets of the outlets, and integrate the brand enterprises such as clothing, home textiles, daily necessities and white appliances in the area, forming a new business form of the brand factory cluster, and even creating a local tourism and consumption landmark in Shaoxing.

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