Cross Border Cooperation Or New Trend Of Garment Industry

This year, consumers are faced with richer and more diverse contents: there are still many independent companies, and there are not only a few of them selling together with the category, but also a brand new and upgraded cross-border sale that combines many kinds of products.

Food toys and shoes and clothes at the same time.

In December 28, 2014, the 10 day "China Shoes Capital" was held for the second time.

The international procurement Festival is coming to an end.

In the international procurement Festival, in addition to Anta, XTEP, 361 degrees, PEAK, Jordan, noble bird, del Hui, Xi De long, happy wolf, Santa flee and other more than 60 local brand brands to help, there are also more than 400 electronic commerce centers of shoes, diversified network fashion wave shoes merchants to join.

This offline sale of brands and online brand clustering will not be common in previous years.

On the same day, the official opening ceremony of the Spring Festival sale of Jinjiang brand products was held jointly by the Jinjiang baby industrial culture creation Park Co., Ltd., the Jinjiang Food Industry Association, the Jinjiang textile and Garment Association, the Jinjiang footwear industry association and the Jinjiang Anhai Toy Association.

According to Xu Qinghai, chairman of the event, one of the organizers of the Jinjiang baby industry, the difference between Jinjiang and other forms of sale will be the best in Quanzhou.

It is reported that this sale will gather shoes, clothing, bags, umbrellas and other outdoor products, baby products, candy, jelly and other items needed for the festival.

The exhibition area is about 12 thousand and 800 square meters, with children's wear.

A total of 6 exhibitors, including outdoor sports, toy sale, New Year food and baby experience Museum, attracted more than 100 brands.

"The sale will be initially led by Lee Lang, and then there will be more and more sales of shoes and clothing in this high inventory industry.

This year, the toy and Food Association also joined the "stronghold" of the special sale, taking the lead in organizing related enterprises to participate in the sale of shoes and clothing towns. This form is very rare in previous years.

An insider who declined to be named said.

As a matter of fact, there is not only one case of rare multi category sale in the industry in Quanzhou this year.

In December 31st, the 36 day "third big lions Festival" was staged in Shishi clothing city.

In the "big grab Festival" scene, the reporter found that this event not only attracted the participation of brands such as the elders, noble birds, San GIO, Wolf Road, Bosideng and other local shoes and clothing brands, but also saw the food of Wangwang, pro food, Fu Fu tou head, rice noodles and festival gifts.

Zhuang Jinmeng, general manager of Shishi Yongjia food and Trade Co., Ltd., told reporters that Yongjia food is the first time to participate in the year-end brand sale.

"The same stage" is also the first time.

Shi Zhengzhi, Secretary General of Quanzhou textile and Garment Association, said that in recent two years, the sale of brands is no longer new.

At the end of the year, consumers will remember the sale at the end of the year.

It is already common.

But this kind of cross-border sale of footwear, food and toys will be popular this year.

"Compared to a single category sale, this brand new upgraded cross category sale will be more like a Carnival Carnival, which will serve customers to enjoy food, drink and wear."

Xu Qinghai told reporters.

"I have participated in the first two" big robbing Festivals ". I heard that the brand is more and the category is more complete. To go to the venue can basically meet the needs of a family with old and small families.

Mr. Zhan, who works in a garment factory in Quanzhou, has been shopping for 3 hours, carrying a large bag of small bags.

Cross border cooperation benefits 1+1>2

Reporters learned from Shishi textile and clothing association that in the past two years, several special sale of the chamber of Commerce will bring tens of millions of Yuan back to the average.

Considerable funds will be withdrawn, so that the brands that are caught in high inventory will put down their arrogant posture and take the initiative to join various forms of sale, so as to step up the "downsizing".

There is no doubt that inventory has been bothering the brand of shoes and clothing in Quanzhou in the past two years. At the end of the year, a lot of sales will enable these brands to get back quickly in the short term.

To seize the last wave node of the year, digesting inventory is almost raised by every enterprise on the agenda of marketing system.

In addition, many enterprises say that in an increasingly fierce market environment, the era of a single enterprise, a brand and a single product has long been over. Only through joint cross-border efforts can the possibility of more capital competition be burst out.

In the context of the extension of product efficacy and application scope, the boundaries between industries are being gradually broken, and the industry has long been integrated.

Coincidentally, Shi Zhengzhi believes that the audience of a single brand enterprise is limited, and consumers' demand for the same category is generally not repeated. The aggregation of different brands and needs of different categories can satisfy consumers' desire to buy different products at one time.

Enterprises also turn from single soldier operations to collective hugs, which can highlight the richness of categories.

In the marketing process of homogenization of products and disorderly market competition, enterprises have shifted from focusing on enterprises themselves to paying attention to consumers, and beginning to subdivide consumer groups.

Coupled with the rise of new consumer groups, their consumption demand has spread to more and more fields, and the demand for any product extends from the basic function to the value grade.

Weng Baihong, general manager of Wanggua Food Co., Ltd., Jinjiang, analyzed that under the background of market competition, cross border cooperation is a marketing strategy that both sides have to take based on interests and realities under the change of consumer demand. It can make the brand enter the view of more consumers, play the role of "1+1>2", enhance the image of the public brand, and benefit both sides.

Chen Qirong, chief financial officer of emperor's men's clothing, told reporters that there were many successful cases in the world, and every "marriage" could create a sales legend again, so that both partners could earn enough money.

Cross boundary cooperation sparks a different spark, which is indeed fatal to consumers.

In China, cross boundary cooperation will now become a new choice for many brand enterprises.

The above analysis has been proved at the year-end sale meeting this year.

Zhuang Jinmeng admitted that in the past, Yongjia food only took part in the industrial exhibition. This time, joining the "big grab Festival" is the star brand effect that can see each category can promote the flow of people.

Food is the foundation of consumption.

Moreover, it is very convenient for enterprises to provide diversified products here. "

A local food company in Jinjiang has worked hard to participate in the 2015 Spring Festival special sale of Jinjiang brand products, and has prepared large packages and festival products that are suitable for the properties of the new year's products.

"However, consumers who come to the scene will visit our booth, so they can sell a little every day."

Many consumers at the sale will admit that many brands can not only pick up cheap products, meet the needs of one-stop shopping, but also have the shopping atmosphere at the end of the year.

How to normalize sales and how to stimulate consumers is the key.

At the end of each year, all kinds of special stores occupy almost all major shopping malls and major business circles.

In November this year, not only did the sports brand take off the low price promotion, but also the sale of clothing brands such as Li Lang and 9 Mu Wang at the end of the year will be opened in Quanzhou's major shopping malls and industrial districts. The sale of the same category will be quite numerous.

However, because the sale will be too frequent, even if the price of cabbage is allowed to profit, it seems that it can not arouse consumers' desire to buy.

When inventory becomes the norm of year-round marketing, there is no incentive for market consumers.

The head of a Jinjiang toy enterprise who participated in this year's large-scale sale conference told reporters that with the expansion of the scale of each brand enterprise, there is more or less the problem of overcapacity, and because of the impact of the economic situation and the electricity supplier, the brand sale has become the norm.

This year is especially true. The Jinjiang sale will be all over the place, even if the multi category sale will be full of people, but too frequent sale will not pay consumers.

"In the past, the year-end sale will have a large volume of traffic, so we can only take the time to eat in turn, and one day is often too tired to speak."

A sale will be a staff member, Mr. Xu said that this year's year-end sale will not only be low discount, and the time is getting earlier.

Although the Spring Festival was in February, it was already held in November.

At the end of the year, the sale will not be a special brand with the employee's internal welfare at the beginning. It will be held in shopping malls and large public places, but the flow of people will become increasingly dense and the effect will be worse.

In order to avoid the dismal popularity, this year, many special events will introduce various supporting activities to improve the atmosphere and popularity of the site with interactive activities such as children's supporting facilities, large-scale car shows and program shows.

But the way of "drainage" seems to have limited strength.

"This special sale will be very busy during the new year's day. The sales volume of our stalls will be considerable, but the next few days will be very common and the sales volume will not increase."

Ms. Liu, the responsible person of a children's clothing brand, has expressed the aspirations of many enterprises.

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The problem of unstable flow of people runs through many special sales this year.

And temporary promoters are hard to recruit, mobile and costly, and all kinds of troubles are coming.

Qipai Quan Xiamen District direct supervisor Su Guoan said that as a result of the shortage of retail personnel, the company will hire temporary promoters in doing large sale.

"When we do special sales, we usually deploy individual employees from the original terminal stores, and then recruit additional staff.

As a result, 7 of the retail staff at the sale site come from temporary promoter.

Su Guoan said that the cost of promoting staff this year has risen to 150 yuan per day, but it is still hard to recruit.

This year, there is even a regional imbalance in recruitment.

"Distance from the urban areas is always better," he said. "There are few applicants in remote places."

Zhuang Jinmeng is also a headache for the sale cost of the sale.

"Selling costs are mainly labor costs."

Zhuang Jinmeng told reporters that the gross profit of food is low, but the daily cost of labor, energy and sales are not directly proportional to salesmen.

Expert eye: cross border cooperation is a marketing trend

Cross border sale will be a new sales promotion form. It is a new attempt by enterprises and associations to sell special products.

The industry said that consumers will undoubtedly prefer the sale of different industries, but in the course of operation, it is not easy to win a win-win situation across the border.

People's consumption is no longer satisfied with simple purchase behavior, but more keen on the pursuit of consumption space and mentality.

Similar multi dimensional brand crossover brings one-stop experience is the future trend.

"Marketing crossover is permeated and fused with each other through industry and industry. The mutual reflection and mutual interpretation between brand and brand make the overall brand image and brand association more tension, thus changing the traditional marketing mode, and the brand individual combat is vulnerable to external competition.