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    The Traditional Market Is No Longer A Scene.

    2016/5/8 16:39:00 22

    Traditional MarketClothing MarketPformation

    The traditional market is no longer the scenery, such as "pants king" such a traditional market people, had to grope for another business road.

    In Sijiqing, more people choose to stick to it and choose the "+ Internet" mode to cope with the impact of the electricity supplier.

    However, the change of business mode is not just as simple as moving goods to the Internet.

    In the face of difficulties, many people still choose to stay behind in addition to cross border pformation like "pants king".

    Whether it is holding the Internet bigwigs to embrace the net, or building up the design and research capabilities of the upstream industry chain and extending the tentacles to the terminal channels, the traditional clothing wholesale market is exploring the way of pformation and upgrading with different attitudes.

    Perhaps the Internet era has brought them a strong sense of crisis and opened up new business opportunities for them.

    Hangzhou Sijiqing clothing market is one of the most influential clothing wholesale and circulation markets in China.

    Now in Sijiqing, trying to "touch the net" has become a common choice for businesses.

    It is not difficult to pass the mobile terminal + Internet, but it is difficult to update the business mode iteratively.

    Near the C exit of the subway near the river, it faces the Tianyang parent-child square, and an orange red "lobster" climbs on the gray wall. The shrimp Gang is divided into two sides.

    This is a newly opened restaurant for night snack business. The two storefront is about 500 square meters, and there are only three kinds of food sold -- crayfish, steamed vegetables and barbecue.

    Despite being a "new man", the "shrimp Gang" has been on the topic list of restaurants in Hangzhou since its opening in March 18th. The reason is nothing more than one. The founder of the restaurant was once a "pants king" in Sijiqing who sold 400 thousand pairs of trousers in a single season.

    "Selling 400 thousand pairs of pants in a summer is my best achievement in Sijiqing in 11 years."

    That year was 2006. After that, the "pants king" scenery was hard to recover.

    2 million articles / years, 1 million articles / years, 800 thousand articles / years, sales volume is declining, and even last year, it has a discount.

    "The wholesale clothing business is assigned to my wife, and my current focus is on catering."

    Cross border catering and walking on two legs have become the "self saving straw" of "pants king" trapped in the wholesale clothing industry.

    Cross border pformation is not only a "king of trousers".

    Since 2007, the electricity supplier has been attacked, the price is pparent, and the intermediation is going on.

    Under the impact of various models, businessmen in Hangzhou's clothing wholesale market are in a dilemma.

    According to statistics, there are 18 professional clothing markets in Hangzhou Sijiqing clothing street. Since 2012, a large number of shops have been vacant in some markets, and some markets have to "retain rent" to retain people's hearts.

    According to past market, these markets increase the rent by 5% to 10% per year.

    The traditional market is no longer the scenery, such as "pants king" such a traditional market people, had to grope for another business road.

    Once, he was a famous "pants king".

    Now he sells crayfish.

    And it is a smooth pition experience between two industries.

    The interview was about 9:30 in the morning.

    At this point, the "shrimp Gang" has been opened, the staff are cleaning the shop, but not the "pants king" figure.

    "He usually wandered to the store at six or seven o'clock."

    Employees are also somewhat surprised.

    More than half an hour later, a man came rushing in: "I'm sorry, I'm sorry, the supervisor overslept yesterday morning and was too tired to go home. He found a place upstairs to lie down and overslept."

    He's not tall, he wears a pair of glasses, Aex Kevin.

    This man is the legendary king of trousers, whose name is Yu Hua.

    This man from Qiandao Lake, in 1991, worked in a garment factory in mid levels of Hangzhou. He designed, proofed, tailored and sewn everything.

    In 2001, he and his wife left the garment factory to do the processing business.

    The amount of clothing processing is considerable every year, but the profit is very low. After working for more than four years, Yu Hua realized that this is not a permanent solution. So he rented a stall in Sijiqing in 2005 and opened the road of self production and sale for processing and sales.

    "Our products are very simple, only women's trousers."

    In 2006, a pair of trousers designed by Yu Hua's wife was greatly welcomed by the market, and sold 400 thousand pieces in a single summer.

    That year's performance has also risen, selling 2 million pairs of trousers.

    Yu Hua is known for his reputation as "king of trousers" in Sijiqing.

    For this "God pants", Yu Hua is fresh in memory, cotton seven points pants, many girls wear cotton T-shirt to wear.

    Yu Hua did not expect that his 2006 was also a turning point.

    In the years after 2007, although Yu Hua could sell 1 million pairs of trousers every year, he found that the trend of business was "going downhill".

    "The following agents are getting less and less. According to them, business has not been done well."

    At first, Yu Hua thought that the ups and downs of the normal market, until in recent years, he found that the situation is even more serious. In 2014, the total sales of women's trousers in the whole year were 800 thousand, and in 2015, there was a "cut in the waist", and only 4. 5 million pieces were sold.

    "In addition to the economic downturn, the impact of the electricity supplier is an important factor."

    Yu Hua said that the mass consumption has shifted from the offline to the online, the physical store business has been frustrated, and the sales volume of the agents has been reduced, thus affecting the shipments of the production suppliers.

    In fact, in addition to production suppliers like him, upstream and downstream

    Production chain

    Businesses (such as zipper factories, button factories, lace factories, etc.) are complaining about business.

    Since the impact of the electricity supplier makes B2B's offline business difficult to do, can we rely on the Internet to expand the "online business"?

    In 2013, Yu Hua opened a Tmall store and moved his stalls to the Internet.

    Yu Hua said that because he did not understand the Internet, he paid money to invite people to take care of the online business, so "doing things across a layer" made Tmall shop's operation, promotion and other aspects unsuitable for its heating, resulting in no time to spend money when spending money.

    Less than a year later, Taobao shop closed and finally lost money.

    After finding a better solution, Yu Hua began to ponder over "walking with many legs".

    In 2014, he set up a 100 square meter restaurant in the clothing industry, which was the main Chinese and diner.

    "When business is good, the turnover can reach 5. 6 million yuan a day."

    This water test, let Yu Hua find a restaurant or a stable pformation path, so early this year he dug "night - night economy", opened a scale to a step of the "shrimp Gang".

    Why do we choose to march into the catering industry? Yu Hua said there are two main reasons: first, the threshold for catering industry is low, and two is that the industry has ample cash flow.

    "Over the past two years, there are quite a few pboundary people in Sijiqing market, including restaurants, coffee shops and small and micro finance.

    Some are walking on "two legs" and others are completely away from their old ones.

    However, being unfamiliar with the field does not mean that there is no fear and trouble.

    Yu Hua said that choosing to do midnight snack is a big nugget space for the Hangzhou crayfish consumer market, but this business opportunity is not something he can smell. Many of the restaurant chiefs are already laying the market for lobster, which means that the next business is not easy to do.

    In order to seize the opportunity, he racked his brains to innovate.

    For example, the crowd raising mode should be used to reduce the cost of capital raising, and to get a substantial passenger flow; to realize standardized operation in the "central kitchen" mode, thereby reducing operating costs; and to use "community economy" and other new methods to pry the "post-90s" consumer group.

    In the face of difficulties, many people still choose to stay behind in addition to cross border pformation like "pants king".

    Yang Jia, a post-80 generation from Shandong, rented a 30 square meter stall in Sijiqing in 2008, wholesaling a simple and neutral dress.

    In 2013, after the business grew, another 170 square meter stall was rented in Sijiqing.

    In a street in Sijiqing, Yang Jia is a leader, with thousands of customers and tens of millions of businesses.

    However, the aggressive electricity supplier made her feel quite helpless. In 2014, the turnover increased by 100% compared with 2013, and increased by 50% in 2015 compared with 2014. This year's momentum is bad, and it is expected to grow by only 20%.

    But in addition to the decline in turnover growth, she is more worried about the confidence crisis caused by price pparency.

    Yang Jia said that in recent years, many garment factories are actively "touching the net", sending goods to the wholesale website of clothing, finding the old customers who take the goods from her home, so they have the channel of parity, and how much she has entered the price and how much they have made, and the sense of trust between them has dropped a lot.

    "Every line of business is not easy to do."

    Yang Jia intends to stick to the wholesale clothing industry she is most familiar with.

    She said that under the new situation, she needed to upgrade herself. She also felt the importance of "touching the net", but was unable to start.

    "In the market downturn, many people have a kind of resistance to the electricity supplier, but there are also some people trying to touch the net, hoping to make up for the shrinking part of the line through online increments, but at the end it can really do little."

    Sijiqing garment Agel Ecommerce Ltd CEO Ni Shui Quan said that businesses themselves are not proficient in Internet operations is a reason, another reason is that Taobao is B2C mode, and the wholesale business dealings perennial business is B2B mode, B2B thinking mode to do B2C business, it is very difficult to succeed.

    Speaking of the difference between B2B and B2C, Ni Shui Quan analysis said that the two price systems are different, one wholesale, one retail, and more importantly, B2C must create a high-quality customer experience, which takes time and manpower, which is very difficult for traditional wholesalers who link up with each other every day.

    In addition, inventory is also a problem. Wholesalers take a large amount of offline everyday. If they do business, maybe the goods just hang on the Internet, and the stock on line will be sold out.

    Moreover, in the traditional wholesalers' business logic, there is no "no reason to return" like the electronic business platform, and there is no energy to deal with fragmentary.

    Returned goods

    "All of these have led to businesses' monomer touches, making it difficult to make online businesses."

    The return of the owners reflects the survival pressure of the traditional market under the tide of the Internet.

    As a main body, the traditional market must take the initiative to change in this wave.

    It is an inevitable choice for Sijiqing to open up a "variant plan" to the upstream and downstream markets.

    In the face of crisis, it is difficult to find a way out only by individual strength.

    Well,

    Sijiqing

    Can the market provide strong support for businesses?

    In October and December last year, China Textile Center garment city and Hangzhou fashion fine clothing market entered the cloud market launched by Alibaba's 1688 website.

    The two outlets are connected to the 1688 cloud market, and buyers across the country can view and purchase the source of the real stalls through the cloud market entry inside Alipay.

    Wu Wenhong, chairman of Hangzhou Hangzhou women's wear trade association and chairman of China Textile Center Garment City, said that holding hands with ALI can not only get big data resources, financial services support, but also realize Baotuan marketing.

    In addition to building the Internet platform, the most important thing is to help businesses improve their core competitiveness.

    There are 2600 businesses in our market, and 40%-50%'s merchants play the role of "middleman" in the production chain. Once the market has gone through the storm, these people will surely fall first.

    The oldest market in Sijiqing's clothing street and Hangzhou Sijiqing clothing group are enhancing the competitiveness of businesses and the market through the way of "connecting the upper and lower reaches".

    Zhu Haoquan, chairman of Hangzhou Sijiqing Garment Group, said that they are making efforts to build their own clothing design and Research Institute, integrate designer resources, develop new clothes every day, and offer them to the market merchants free of charge if they sell well.

    Doing so not only helps the "middleman" businesses to reduce costs and enhance their competitiveness, but also gives them a sense of crisis, forcing them to reduce costs.

    The two is to sink the channel, establish the entity store with the core of big data and the support of information technology in all counties of the country, so as to help buyers grasp the dynamics of the clothing market, ensure that goods are not shipped, and facilitate the return and distribution, thereby strengthening the stickiness between buyers and sellers and the market.


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