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Wang Zhongwu Talks About How The Clothing Wholesale Industry Changes At The Crossroads

2014/5/20 10:34:00 58

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Clothing Wholesale Industry: Hovering At The Crossroads

here the world is < a target= "_blank" href= "http://www.91se91.com/" > dress < /a > a target= "_blank" href= "_blank".

now the noisy "moving Batch Moving" incident has made the Beijing City colleagues nervous: "bad days are coming!" the depression of the market environment; shopping habits changed by information technology; rapid development of the logistics industry; the frenzy of real estate investment and many other factors, making the wholesale market as a commodity chain node pfer function and regional coverage function gradually decreasing and shrinking, and the profitability decreasing year by year, pushing the wholesale market to the critical moment of change. And the Beijing government's policy of pferring the wholesale and distributing industry form to the outside world is also urgent.

In this regard, the reporter interviewed Wang Zhongwu, deputy director of the brand promotion center of China Department Store Association.

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although there is no doubt about the change, it is a major task for all government planners, policymakers and practitioners in all industries to adjust and upgrade their industrial structure and upgrade their formats so as to adapt to the changing era and keep pace with the times and continue to develop.

Wang Zhongwu told reporters: "take Beijing's most famous" a "target=" _blank "href=" http://www.91se91.com/ "> textile" /a "clothing distribution center Dahongmen area as an example, from the initial open stall, to the iron shed, to the automated commercial facilities of the present generation of commercial buildings; from several square meters of stalls to dozens of square meters or even hundreds of square meters of store shops; from the three iron nets to several hanging rods, to the window display, to pay attention to display, lighting the exhibition hall, the wholesale market has been improving, has been upgrading.

The development of the wholesale market is not only a step in the progress of the times, but also plays an indispensable role in promoting the development of the textile and garment industry, while adapting to the market demand.

Simple recollection will find that from the seller's market of material shortage in the 80s of last century, to the buyer's market with abundant material, Dahongmen's clothing wholesale market will play a strong pushing role for the establishment of China's clothing brand and the distribution of distribution channels for the circulation of clothing commodities in the northern provinces of China.

He said, "let me give you a simple and vivid example. In the 12 years since the opening of the Tianya women's clothing building in 2002, which was named Tianya clothing building, hundreds of millions of merchants have grown up from the merchants in the business, and there are too many brands from the agents, and the Tianya women's clothing building is the product of the industrial upgrading at that time.

In 2002, although the Dahongmen area already had a reinforced concrete building market, the layout of the interior planning was basically in the form of the iron network partition. The Tianya women's clothing city stood out in this atmosphere, made great innovations, increased the business area of the berths, improved the decoration standards of the public areas, met the needs of the clothing brand to establish the brand image and fully displayed the style of the goods, so that a large number of brands could quickly establish a terminal sales network.

we can see that the power of example in the process of upgrading the wholesale market is extremely important. In fact, the wholesale market as an upstream part of the commercial circulation industry chain has been growing in a state of extensive growth. The threshold for entry lacks technical requirements and means, and does not require in-depth positioning and planning.

As long as the building is rented and sold, there is always a benefit, because a Tianya women's wear building is an example, and it can always be successful.

But now, the market environment has changed, the technological means have advanced, and the consumption habits have changed. < a href= "http://www.91se91.com/news/index_s.asp" > wholesale market < /a > the existing form and mode become obviously backward productive forces.

The whole industry has been upgraded to the inevitable moment again, and this change is no longer a problem that can be solved by simple hardware pformation.

Wang Zhongwu said: "first of all, the simple wholesale format has not been possible. The development of information technology has greatly solved the physical obstacles. The virtual world network B2B is gradually encroaching on the wholesale market as the node function of commodity circulation, although it can not be completely replaced, but the traditional wholesale business as a functional demand will inevitably be unable to meet the already available supply of leasable area, and the emergence of a large number of vacant area shops will become a nightmare for the whole industry.

Secondly, although in 2002, Tianya women's wear mansion had launched an attempt to wholesale and retail businesses, and received good market feedback, a large number of wholesale markets were also using this model, and the sales volume of retail sales in the wholesale market was gradually improving. However, two problems still existed in the wholesale market.

First, the limitations of commodity categories.

The existing wholesale market is also known as the professional market, and operates a single category as the absolute commodity subject.

As a terminal consumer, B2C customers have a natural demand for one-stop consumption of all kinds of goods.

Second, the lack of customer experience.

In the wholesale market with B2B as the core function, the functional facilities for terminal personal customers' experiential services are basically zero. Only the simplest dining stalls can't provide the experience needs of retail customers.

Third, the backward management technology.

There is a huge gap between the retail format and the current wholesale format in terms of operation management and service requirements. The difference in personal quality and operational consciousness between the employees makes the gap not significantly reduced in a short period of time, and the gap between the technical means also restricts the drainage of retail customers.

a benchmark that can be drawn from one pole .

To sum up, although the government has given the direction of adjusting the existing form to fashion retailing, exhibition and modern e-business and so on, and this is also in line with the needs of upgrading and pformation of the industry itself, but because of the above reasons, the wholesale market is unlikely to have a structural change in a relatively short period of time. "P"

Based on this, the entire wholesale market needs a crab seeker to test the water first, setting up a benchmark for the industry.

it is gratifying that some enterprises are making useful attempts.

Wang Zhongwu said: "it is also in the Dahongmen area, the new project of Dahongmen clothing trade group, Fuhai international commercial department has hired the former executive of the department store as the general manager, hoping to make up for the shortcomings of the traditional wholesale market operation management by using the management experience of its retail industry.

The adjacent Tianya international clothing city has made structural adjustments.

Tianya international garment city is the shortest property in the Dahongmen area. It was managed by the operation team of Tianya women's wear building. It was completed in 2012 and completed at the end of December. It's also a successful case in the industry.

With the change of the external environment of the market, the decision-makers put forward the reform strategy of the wholesale market industry for the Tianya International Garment City, and began to make a drastically adjustment in depth.

On the horizontal side, we have expanded the format, introduced the cinema line and a large number of non fast food brand chain restaurants, as well as video games, Internet cafes and a series of formats adapted to the retail group.

In the vertical category, we extend the category, plan out the luggage and package area, introduce shoes and other related accessories.

there is also the opening of official WeChat, the whole store for WIFI coverage, replacement of store lighting for LED light source, redesign and decoration of the door and facade, and ready to play the name of the shopping center after the adjustment is completed.

Through this series of software and hardware adjustment, we can get a glimpse of the strategic path of Tianya International Garment City, tilt to retail on the basis of its wholesale function, create an experiential shopping atmosphere suitable for retail customers, become a dual function business platform integrating B2B and B2C, and bring two benefits to wholesalers and retailers.

it also makes use of WIFI and WeChat to carry out O2O's attempt, collecting customer data and analyzing them afterwards, so as to guide and increase the viscosity of customers.

Although the adjustment of Tianya international garment city is still in progress, the specific implementation strategy is not yet known. However, as far as we know, Tianya has taken the first step in the industry reform node in the vision of the wholesale market industry. And Tianya international has done a clear and feasible scenario for what we want to do and what we have done. This scenario will surely bring a win-win situation for the Tianya itself, the merchants who live in it and its consumer groups. We expect it to become an example of the upgrading of the wholesale market, and set up a benchmark for the reform and development of the industry.

Wang Zhongwu pointed out that this is the age of wisdom and the age of stupidity.

The great changes in the external environment have made the wholesale industry and even the entire trade and distribution industry at a loss, where the methods and methods that have been thoroughly familiar with the mind have not been able to cope with the changes of the times. In that fear, they are eliminated by the torrents of the times, or they are changing at the same time, changing according to circumstances, and becoming the trend of the tide. Every practitioner must make his own choice.

Wang Zhongwu said that the demand for change is imminent. However, blind action can only bring about eternal redemption. Without direction, the wind is floating without water.

The development process of the wholesale market from its birth to its once glorious development has been extensive growth. In today's need for in-depth, meticulous and full use of technology, the whole a href= http://www.91se91.com/news/index_c.asp Industry > /a > lacks the learning model, and is eager to understand the industry characteristics and has rich and successful industry operation experience. On the basis of calm and thoughtful consideration, it sets clear goals for pformation, puts forward a complete upgrading strategy, and practices steadily step by step, so as to give the whole wholesale market industry the power of example, so as to promote the success of the upgrading and pformation of the industry.