Apparel Industry Transformation Attempt: Online Wechat Under The "Hey" Shop

Some of the clothes traders opened the "Hey guest" shop. Online and offline co operation Some have thrown off intermediate agents and opened their own outlets; others have shifted their main battlefields from prefecture level cities to counties and townships.

At 10:30 a.m. last Saturday, an underwear salesman on the four floor of the world trade center, Zhengzhou, came to the busiest time of the day: just sent away a customer, and then came the old customer of civil rights and Lankao. No more than 5 minutes of stay, the latter readily submission of a total of a total of more than 4000 yuan of goods.

Even so, Ba Wen Wei, the boss of Henan, and general manager of Zhongcheng Trading Co., Ltd., also felt that the business was much worse than before. The most prominent feeling is "bad investment". "Before giving preferential policies, the lower level agents signed the contract, and now they give many preferential policies. They are still watching."

Another boss who made underwear wholesale and retail business just got the three or four month report, "compared with last year, the turnover decreased by 20%. Business is particularly bad this year. Although business is bad every year, it has been increasing at least in the past.

Jin Rong, general manager of Shanghai golden lotus seed Home Technology Co., Ltd., who has been in the city of Commerce and trade in Shanghai for ten years, has overturned a lot of old clothes makers last year. In a retail store in Luoyang, I lost about one hundred thousand in a year. There are many small businesses that are not able to resist risks and can't go on foot. Later, the store had to turn the clothing area into a dining area. "

One of the most impressive changes to Wang Xuan is that the high-end clothing business is becoming more and more difficult to make. "For example, fur is now sold for three thousand five thousand yuan, and in the past there are many thousands of yuan." I sold only two pieces of mink fur last year, compared with a dozen in the past year. "

CEO Wang Shaohua, who specializes in the business of empty shops, shows that the company has concluded more than 300 shops last year, of which the volume of clothing shops is 10%~15%. Visit

Is this really the case? The Henan Commercial Daily reporter visited a large shopping mall on the future road, and some clothing market of 27 shopping malls, big Shanghai city and Zhengzhou Railway Station business district, and found two different or even opposite results in operation.

According to incomplete statistics, there will be 24 clothing stores that have been transferred out of the one or two floor of a large shopping mall in the future, and many of them are located in the high quality shops and famous brand shops. There are different reasons for the transfer of rents. It is called "home in the field, and a wife who takes care of children." One of the women's clothing stores at the bottom of the glass door "opening twenty percent off" poster has not yet been removed, it is convenient to hang out the "full store clearance" red banners, the rental side explains that the owner has only been running for about 3 months, the main purpose is to clear up the winter clothes.

Different from the above shops, there are quite different situations in the following places.

27 shopping malls and large Shanghai shops are in normal operation. Jin Rong's commercial city is like a stream of people. The people on the aisle are jostling with each other. They want to basically rely on crowding. "Now shops are scarce and almost empty. 2010~2012 was more popular than ever. It was almost impossible to find a shop. The family went away and the merchants scramble to compete for money. Jin Rong commerce city merchants and market side said.

The same is for selling clothes. Why is there such a phenomenon of "ice and fire"?

"And every shopping mall. management model Different related. In the future, the large shopping mall will take the form of commercial real estate leasing. A shopping mall on the 27 road is a shopping mall store with a point deduction plus a guarantee. It is not possible to allow shops to be vacant. The requirements for merchants to enter stores are very strict. It depends on whether your brand is in line with the requirements of the cabinet, the positioning of the consumer groups, and the last elimination system. Insiders said, "the clothing market of Zhengzhou Railway Station business district has been accumulated for many years, the passenger flow is stable, and the clothing business is just needed, so there will be no store closing tide."

But there is no denying that Shi Yujun, a large wholesaler of Zhengzhou World Trade Center who has worked for more than ten years, should be called a pseudonym. He said that the phenomenon of "shut shop" did exist, mostly concentrated in stores along the street. "This belongs to the normal metabolism and self elimination of the industry, but there are more recent deaths than new shops."

There are four major changes in the wholesale and retail industry. Clothing wholesale busy "touch net": beware of reef smashed inventory

Wang Xuzhi, a self-employed wholesaler (who was asked to be a pseudonym), got the first quarter business data shortly before. "Turnover increased by more than 20%." Over the past few years, his annual turnover grew at 20%~30%. Why is the scenery here alone?

Originally, under the impact of the electricity supplier, he chose to embrace rather than avoid. His business process almost coincides with the history of the electricity supplier going from the heat to the fire. In 2010, the electricity supplier spark had not yet started a prairie fire. The wholesale business of clothes made him smell business opportunities, cautiously "touching the net", and began to supply both sides online and offline. In 2012, the electricity supplier such as Zhongtian, he decisively abandoned the line of supply channels, specifically for online shopkeepers. Wang Xuzhi became the first batch of crabs to eat crab, and was also the first beneficiary.

But online clothing wholesale market in Zhengzhou has not yet fully opened. "Zhengzhou online clothing wholesale market has a bright future, but at present there is only a single category, only women's trousers, no men's clothing and Yun Yingtong's clothing, and too few people." Although the online wholesale prospect is attractive, the hidden reefs are enough to overturn the big ship. Wang Xuzhi once suffered a deficit. Three years ago, she received a list of 40 thousand pairs of trousers from a shop. The dream was only half done, and he woke up: the customer found that the shop was down and the product link was deleted because it was discovered by the platform. This directly led to the sale of 40 thousand pairs of trousers that he had prepared for sale without any channels, and it was smashed into his own hands.

The battlefield descends from the city to the county and township: big city opens small shop, small town opens big shop.

On the day of the interview, Wang Xuan opened a new store in Gongyi. Up to now, about 60% of the shops under his total of more than 30 stores have been directly supplied to clothing Supermarkets and costumes in the county towns and townships.

"The performance of prefecture level cities has declined, and county performance has been much better than that of prefecture level cities." Wang Xuan goes to shop every week. It is not optimistic that people in the market are sparse, standing at the head of the shopping mall. Choose the layout of counties and townships, shopping malls to vote for olive branches, "location can pick."

This is also a major trend. The main battleground of the clothing retail market profit has begun to sink from the prefecture level cities such as Zhengzhou and Luoyang to the countryside.

In a wholesale market organized by the city's customer investment activities, Shi Yu Jun found that customers in the past did not necessarily enter the shop, but now even shops are not in.

"The cost of rents in big cities is high, and the consumption power of villages and towns is not low." Shi Yujun said.

Agents change their functions: play the manufacturer's service platform and information center.

In the past, Wang Xuan used the information gap and price difference between different regions to collect goods from factories and wholesale them to retailers everywhere. Now, he has worked with manufacturers to open his own shop and become an end agent.

"The price is more and more transparent, and the terminal wants to make profits, but also bears the pressure of inventory. Agents are becoming more and more difficult to do." "In the future, the factory will face the terminal directly and bypass the agents," he said. Shops will still exist, but they will become factories and operate directly to consumers.

Under this pressure, Agency function To convert. "Agents play the manufacturer's service platform and information service center, find the source and manufacturer from upstream, collect information from downstream customers, feed them back to the manufacturers, and take the order mode of" selling products ". In the whole process, agents do things around information flow and logistics.

The mode of "selling production" can well control inventory, reduce backlog and avoid unsalable sales. The existing policy of return and replacement often leads to high inventory in the industry and has been repeatedly criticized.

Clothing wholesale market also try: online WeChat under the line "Hey guest" shop

At the northwest entrance of Jin Rong's commercial city, a room of about 5 square meters seems to be out of tune with the surrounding shops. The room hangers are covered with dazzling summer clothes, and a black screen that can be touched by hand is shelved against the wall.

"This is similar to the SF's" Hey inn ", as a display window under the online and offline, not retailing and wholesale. Jin Rong, director of Commerce and trade in the city of tengjing, said: "we choose 5 merchants from the market, two goods for each household, and change them once a week. In addition to displaying in this store, we also display product information on WeChat platform.

This bold attempt to open up the online and offline apparel wholesale business has provided an optional source of supply for the purchase merchants. Merchants are far away from each other, and can be placed directly through the WeChat side.