Brand Clothing Shoes Enterprises Play A Large Sale Song

In the past, slogans such as "clear stocks, big discounts" and "holiday privileges" came mostly from retailers.

Now, in order to get the money back faster, brands and manufacturers have also raised the banner of "clothing sale at the end of the year".

As a result, the Quanzhou people in the clothing producing area also get real benefits when purchasing new products such as clothing and shoes.

So, how did these clothing sales meet with the majority of Quanzhou people?

Mode 1: with the approaching of the new year and the expansion of the "Taobao" army, the clothing sales market in Quanzhou suddenly became active. Many supporting properties such as the Plaza or atrium in the shopping mall have recently been laid out in a fixed area, launching a special sale.

However, compared with the past, not only has the name become more fashionable now, but also the clothing brand is paying more attention to the "folding" as well as the "exhibition" effect.

Recently, in Quanzhou, Xinhua City, Shishi Dehui square, clothing city and other places have recently launched clothing fairs to attract customers.

The reporter understands that before the Spring Festival, operators will also choose to advertise in newspapers and outdoor to create an atmosphere.

"The activity has begun to turn from the pure game of return to the theme selling activities with distinctive characteristics and interest," he said.

If the brand is concentrated and propagandize for sale, it will be a constant impression in the minds of consumers in the same place.

Moreover, many brands of clothing sell in a specific space, allowing consumers who have not bought at ordinary times because of low discount and impulse to buy, thus cultivating potential consumer groups.

According to a garment industry insider, this kind of clothing sales and sales products are basically over season goods or stock goods, but because some brands are well-known, and the discount of such sales will be 1 to 60 percent off, it is quite attractive.

Clothing trade fairs are usually based on openness, and the greater the popularity, the better.

It is a commercial activity dominated by the market.

"Under the impact of the financial crisis, consumer tightening has led to a decline in manufacturers' sales.

Brand dealers also want to clean up inventory and return funds through special sale.

In addition, reporters learned that some brands such as the seven wolves drew on the practices of some foreign brand manufacturers, and set up year-round brand discount stores and special stores around their franchised stores, dealing with the backlog of stockpiles in a timely manner throughout the year.

Mode two: the manufacturers' alliance alliance is different from the previous manufacturers' handling of the end of the year sale. This year, Quanzhou clothing has played the league's banner.

In the green company in the East China Sea, the reporter saw that the shoes and clothing brands such as tiger, Ali, flag king and other shoe brands that had formed a special sale alliance also displayed their special products in green company, attracting many consumers who came to fame with the low price of 3 - 50 percent off.

It is understood that these products are basically goods in stock, low prices, a dozen pairs of sports shoes only sell dozens of yuan, the flag king is playing the "minimum 19 yuan" promotional banners.

Green, chairman of the Fujian Group Co., Ltd., Zhao Jianhe, said: "we can achieve the sharing of resources by selling these different brand names together. First, the number of employees in each ally's enterprise is large, at least thousands of people, and integrate into a large number of consumer groups. Secondly, this activity also provides one-stop shopping for the working people who do not have time to go out. Thirdly, the products sold here are cheap and excellent, which fit the consumption psychology of migrant workers."

According to Zhao Jianhe, the sale will also tour between the alliance companies.

"The factory directly set up a point of sale inventory, to ensure the quality, coupled with the use of a special sale mode of operation, marked price, unified collection, consumers will feel more standardized, willing to accept."

He said.

In order not to affect the work of our factory workers, the sale activities of allied enterprises are usually arranged at two rest periods at noon and evening.

Mode three: preferential employee activities, as in previous years, many clothing sales were conducted in their own factories in late 2008. However, most enterprises had the banner of preferential employees.

Quanzhou's developed private economy attracts many migrant workers.

As the Spring Festival draws near, clothing brands in Quanzhou have launched preferential activities to reward employees for their common efforts over the past year.

In a brand clothing enterprise in Qingyang, Jinjiang, a reporter saw that the sale site attracted many people to rush to buy goods.

The head of the company said: "sale activities only aim at internal staff or brand members. Tickets are generally required to enter, but because of the low discount, they attract a large number of consumers."

He said that due to too many consumers, the company's doors were even knocked down, and sales reached $1 million a day.

An industry insider said, "there are not many enterprises that sell before, but the stock of clothing is not as big as it is now.

At present, the demand for brand discount clothing is still strong.

Reporters at the scene saw many people around the factory wandering around to find tickets.

"Going to a special sale will buy things, not only early, but also quick," said a person who had just bought a special costume. "After a hard year, it has just been paid for half a year, and must buy some new year's goods to go home."

Mode four: online direct selling, in the fierce competition of traditional channels, there is no increase in the cost of operation, the management difficulties of distributors, agents, and the predominance of foreign brands in commercial space are plaguing the development of many local clothing brands.

Recently, Quanzhou's brand clothing started to launch online sales, and famous clothing brand enterprises such as Qipai, seven wolves, CABBEEN, Mark Ed Faye and so on have been involved in the field of e-commerce, selling products through the Internet.

According to industry analysis, in recent years, new sales methods such as mail order sales have been gradually popularized in China, and textile and garment enterprises are more concerned about direct selling, especially online sales.

He said: "when the traditional channel is difficult to maintain a relatively high growth rate, finding new channels to promote sales growth will become the goal pursued by garment enterprises. It is an inevitable development issue for garment enterprises to build their own direct selling network or to develop new channels through Internet retailers."

A company official said: "the company has targeted open shop, now is to clean up some stock and broken code products."

He thinks that network marketing is only a supplement to the traditional marketing terminal of the company.

In terms of price, because there is no cost of store rent, the price can often be up to about 50 percent off.

In recent years, before the Spring Festival, Quanzhou clothing enterprises always hold special sales discount activities to clean up inventories, second to make profits, and sports brands are less organized.

However, this year, sports brands have joined the "year-end sale" market.

The sale site also moved from the factory to the commodity street or in the large shopping mall in previous years, and the sale time was earlier than in previous years.

According to the reporter, starting from the end of December last year, XTEP, PEAK, Anta, seven wolves, wild power, noble bird, 361 degree, and Asian brand have been selling activities in the name of "discount discount to consumers" in our factory or commercial street.

After this year's new year's day, the discount sale has almost all over the sports brand enterprises.

For sale activities, some enterprises on the scale do not want to talk much.

Because, after all, some brands that are well-known and have been recognized and accepted by the public will worry about the brand image if they sell too much discount sales.

Therefore, some brand sales activities are limited to their own factories.

"We only sell special products in factories. On the one hand, we have franchised stores in main commercial streets, and franchised stores also have pre tax concession activities. Selling shops in commercial streets is afraid of affecting sales of exclusive stores. On the other hand, the consideration of brand image is also a major factor."

A brand salesperson said.

A sports brand has held special sales activities in the past three years.

The company's Mr. Luo said that the annual sale before the end of the year is nothing more than "clear inventory" and "cash in cash".

In general, more than a well-known brand, a single city's sale activity has a cash recovery of $45 million.

For some small brands, it is very important to recover a certain amount of cash. For large brands, the cash received through special sale is only a small part of annual sales. The most important purpose of sale is to clear up the stock so as to reduce the pressure and make room for the next year.

Mr Lo's company also had a special sale in the last two years to clean up inventory. The response was good, so this year they increased more places for sale.

However, although the number of sites has increased, sales have not increased much.

In response, Mr. Luo said that compared to previous years, the main reason for this year is the increase in the number of brands involved in special events.

In the past few years, some brands may have concerns and do not want to sell too much, but this year the situation is different.

Under the influence of the financial crisis, cash is the only principle.

In the locality, the major brands have been doing a great sale in the vicinity of their factories.

And this year's sports brand sales activities are different from previous years, that is, the activity time is ahead of schedule.

"In previous years, sales activities started one month before the Spring Festival, and now it is two months ahead of schedule."

Mr. Luo said.

It is worth noting that Du Liancai bought the tail goods, like Mr. Du, who mentioned before, the "Taobao" family gradually began to rise in Quanzhou.

Industry experts believe that more and more smart middle-income consumers no longer stay in the "middle quality, medium price" goods.

Consumers have learned to plan carefully when they shop, and they enjoy the excitement of scouring things beyond their value.

But all this is not because consumers are stingy or unable to afford it.

Mr. Yu said that although there is no obvious change in the current income, the feeling of "cold winter" is like stone pressing, and the daily necessities such as shoes and clothes are indispensable.

It is understood that the financial tsunami that has enveloped the whole world has profoundly affected the traditional industries. With the tightening of the economic crisis, the purchasing power of consumers has declined. People's incomes are hard to increase. Many families have changed their old consumption habits and paid more attention to economic life.

Consumers who are keen on buying luxury brands are quietly starting to choose cost-effective, inexpensive, cost-effective brands.

According to the insiders, in general, about 30% of Quanzhou's clothing products are salable goods, 50% of them are flat sales, while 20% are unsalable goods, and 20% of these unsalable goods become the largest source of discount goods at the end of the year.

He said: "the quality of these commodities is generally no problem, and they are sold at cost price, or they are worth buying."

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