How To Make Brands No Longer "Price Down"?

< p > recently, the media launched the brand "a target=" _blank "href=" http://www.91se91.com/ "> clothes /a > roadside selling 39 yuan" report, which has aroused the public's concern.

Are the clothes on the roadside "clearance sale" booth really cheap? Are these a target= "_blank" href= "http://www.91se91.com/" > clothing "/a" really?

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< p > < strong > source or franchisee super low dumping inventory < /strong > < /p >

< p > "clothes that are not generally sold at the" big sale "booth are fake, but many stalls will adulterate fake sales.

Zhang shin, who has done business inventory trading in Shishi, told reporters that if the brand T-shirts were sold for only 30 yuan to 40 yuan, they would probably be two of the products produced by enterprises.

However, in order to protect their brand image, many enterprises will use the scissors to deal with the two products.

That is to say, the labels of two grade goods are not complete, which are obviously different from the first grade products.

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< p > "take the seven wolf T-shirt as an example. Even if it is a genuine old product in 2011, the purchase cost price will be 30 yuan to 40 yuan, and the sale to the terminal market will cost at least 60 yuan to 70 yuan."

Mr. Zhang told reporters that those who did not cut the target, sold 30 yuan to 40 yuan of < a target= "_blank" href= "http://www.91se91.com/" > brand clothing < /a >, may be counterfeit goods, also may be because the brand stores closed down, ultra low price goods, however, the number of such goods is very limited, basically can not support long-term sales.

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< p > "in the early years, there are indeed many brand enterprises suffering from the pressure of inventory. They sell cheap stocks of tens of millions or even tens of millions of goods to middlemen, and then sell them to the wholesale market by intermediaries. However, in recent years, many brands have realized that this way of clearing inventory is difficult to control sales channels."

Mr. Zhang told reporters that once the brand clothing is too cheap to flow out, it will probably become a roadside product, which will be a fatal blow to the brand of the enterprise.

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< p > < strong > the crux of the problem is that it is difficult for brands to control franchisees < /strong > /p >

< p > for this reason, the reporter interviewed several responsible persons of a number of brand enterprises. They all said that the possibility of "big sale" clothing outflow from the enterprise was very small, but did not exclude the possibility of a small part of garments coming out from the foundry factories and franchised stores.

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< p > "there are two main types of stock in a brand enterprise, one is factory inventory and the other is channel inventory."

Mr. Ding, a well-known sporting goods company in the city, told reporters that in general, factory inventory is well controlled. At present, the factory stock of a brand enterprise is mainly cleaned up through two ways: selling the brand and selling the factory directly.

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< p > according to the introduction, special sale will usually be carried out at a specific time such as season change or year-end.

Prior to this, local brands such as Li Lang, nine Mu Wang, click tick, Mamie Marka and so on had successfully cleaned up a lot of stock products through the special sale, while most of the factory discount stores were normally open, but the short-term inventory capacity was not as good as the sale.

"Generally speaking, whether it is a special sale or a factory discount store, it is directly facing the terminal customers, and there is little chance of being resale."

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< p > however, Mr. Ding also has no idea whether the channel inventory may flow to the "big sale" booth.

"Channel inventory is really difficult to control, because many franchised stores are joined, and some regional agents may sell some of the backlog of junk yards to middlemen in order to return the funds, and it is very difficult for such trading enterprises to be in place."

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< p > < strong > helpless recycling price is too low, distributors do not lose money business < /strong > < /p >

< p > reporter has learned that at present, many local brand enterprises have begun to try to collect part of the channel inventory goods to regional agents and franchisees, and make a unified return to the factory area to do special sales, which will be sold and processed, so as to prevent the stock from flowing into the "big sale" booth.

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< p > but distributors do not seem to be in a bad mood in such a way.

"In the summer of 2011, I entered a batch of seasonal clothing at 60 percent off of the original price. By the end of this summer, there are still some left behind. The recovery price quoted by the enterprise is 90 percent off of the original price, and the total recovery price will be 20 percent off again.

This is equivalent to the price of 100 yuan shirt, the price of recovery is only 20 yuan, who is willing to make such a loss of business? "Mr. Zhu, a distributor of a men's clothing enterprise, told reporters that many enterprises made the recovery price according to the year of inventory, such as 65% off of the purchase price, the annual recovery price was 75% off for the off-season, and 85% off for the two years in the past two years, and the longer the inventory was, the less valuable it was.

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< p > "large enterprises rely on brand advantage, and the inventory recovery price for distributors is too low. Most distributors prefer to sell their inventory to other channels, rather than allow manufacturers to recycle them."

In Mr. Zhu's view, brand enterprises should curb the way that franchisees sell their stocks at will. It is best to establish a good inventory recovery mechanism with many distributors, and appropriately raise the inventory recovery price, so as to effectively reduce the outflow of channel inventory.

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< p > < strong > let the brand no longer "drop price" < /strong > /p >

In the P interview, the stall seller and the brand enterprise insist on each other. The former assures "absolute quality", and the latter says the possibility of outflow from the enterprise is very small.

However, no one can exclude the possibility of some garments coming out of distributors.

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< p > however, no matter how the clothing quality of the big sale stalls is genuine or counterfeit, there is no denying that such a "big sale" will undoubtedly make the brand of the enterprise "drop in price".

A friend once told reporters that once brand clothes were sold at the roadside, they would not like to buy brand clothes again.

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"P" face so many big sale stalls, many "a href=" "http://www.91se91.com/news/index_f.asp" > brand "/a" enterprises must be moved up, for counterfeit products resolutely counterfeit, for the outflow of inventory distribution channels integration, so that the effective maintenance of their own brand image, so that the brand is no longer "price".

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