Foshan Children'S Wear Enterprises Retreat From Retail Business Platform

Although it is the second joint exhibition in half a year, there are still many exhibitors.

Because the traditional processing mode can not meet the personalized demand of the market, over 100 children enterprises turn to wholesale electricity providers to hold two joint exhibitions within six months.

Foshan was once a famous town for children's wear in China, but in the first half of this year, Foshan Children's wear industry Sales fell by 10%~15% compared with the same period last year. In order to inject new purchasing power into the industry, Foshan The second children's wear brand group 2015 spring summer joint exhibition was launched yesterday. This is another industry joint exhibition after the first children's wear brand exhibition in May. At the same time, in the wave of testing water business, a group of children's clothing enterprises in Foshan are gradually withdrawing from the retail business platform. What's the purpose of this move?

　 Scene: popularity of exhibition area

The second children's wear brand group exhibition was launched yesterday. Nearly 200 children's wear brands in Foshan participated in the exhibition, with an exhibition area of 20 thousand square meters. Reporters at the scene, the venue is divided into women and children supplies. Children's wear And other categories, all kinds of exhibition areas are crowded. Foshan children's clothing industry association responsible person said, customers from all over the children's wear exhibition area, the major markets, and more from Hunan, northeast children's clothing dealer group to collective purchase.

In fact, ten years ago, Foshan was named "China's children's wear town". Foshan children's clothing sales accounted for China's 1/3 market share annually. At present, there are 6000 children's clothing enterprises and 8000 children's clothing supporting enterprises in the "greater Foshan" area. The annual output of children's clothing is more than 400 million.

Question: what are the two joint exhibitions held in half a year?

Yesterday, China's children's wear town was held frequently today. This is why, Li Luping, executive vice president of Foshan youth and children's Industry Association, said that the frequent joint exhibition was for the development of Baozhuang.

He told reporters that last year, China's men's wear and women's wear market declined, but the children's wear market was unique. Many sports brands entered the children's wear market, and the industry competition became increasingly fierce. The children's clothing industry in Foshan felt a lot of pressure. "Therefore, the whole industry will hit it off and organize its own exhibition." Li Luping revealed that in the first half of this year, the overall sales of Foshan's children's wear industry fell by 10%~15% compared with last year.

He also said that the whole industry is groping, "this year is a trial, next year may continue to be held, it may move to Guangzhou."

　 Topic of conversation

Case study:

Test water retail electricity supplier retreat

Two years ago, a children's clothing company in Foshan began to enter Taobao in the context of the rise of the electricity supplier, trying to occupy a place in the retail terminal. But contrary to what happened, the head of the company revealed that in the two years of Internet business experience, a total of 1 million yuan was invested, but the annual loss was about one hundred thousand yuan, which was frustrated in the electricity supplier. This year, the company made a tough decision to withdraw from Taobao and enter Alibaba.

Speaking of business experience on the retail platform, the brand official told reporters that in two years, he has deeply experienced the difference between operating factories and doing retail platforms. "Factories are standardized production, and thousands of garments can be produced through fixed processes. However, retail sales are faced with individual demands of retail customers, and we have no experience in dealing with retail customers." The person in charge is more direct. If two years ago he knew the experience of different electronic business platforms, he would not try Taobao. "There are many gains in two years, but in fact, it can be used to do more effective things."

This year, the children's wear brand has completely withdrawn from the Taobao platform and has reopened accounts in Alibaba. "I think the wholesale platform is more suitable for our company's current business model."

Industry:

Companies have tried water business

Since three years ago, Foshan children's wear city was gradually dispersed because of the relocation. Many children's wear enterprises began to try to take the road of electric business. In a period of time, Foshan children's wear test hydropower business thrived. It is understood that up to now, more than 2600 children's clothing enterprises in Foshan have joined the Alibaba, while the number of enterprises and individuals who set up online shops on Tmall, Jingdong and other retail business platforms are even larger.

"In the Alibaba generally need to plant in the form of comparison, to join the retail business platform belongs to individual behavior, some children's clothing enterprises will set up shop in the name of the individual, we are hard to count, but the number must be even bigger." Children's wear association responsible person said.

However, the bad news is that this year, many Foshan children's wear enterprises have begun to withdraw from Tmall, Jingdong and other retail platforms, instead of focusing on Alibaba and other wholesale platforms. "There are at least hundreds." The official said he thought it was a natural elimination process.

　 Causes:

Unable to meet individual needs

The reason for this is that many children's clothing enterprises are responsible for each person, and the children's clothing industry in Foshan has been good at the generation processing business. When faced with the rapid development of the retail platform, many children's clothing enterprises can not meet the personalized needs of the market at the technical level and service level, so they will opt out of the retail platform after having no investment.

"For many children's clothing enterprises, the wholesale market of Alibaba is easier, so more children's clothing enterprises choose to be Alibaba." But people in the industry say that children's clothing enterprises will make their own retail if they want to make a brand.