Tmall Helps Apparel Industry Solve Inventory Problem Of Tail Cargo Backlog

According to the world clothing and shoe net, the status quo of the backlog of goods can not be ignored.

Industry, according to the first half of 2016, 79 clothing listed companies' earnings, together with the inventory reached 81 billion 366 million yuan, an increase of 4 billion 467 million over last year.

In the Amoy, the demand for the clearance of tail cargo is becoming more and more obvious. The tail cargo has become a pain spot for businesses, especially clothing businesses, and inventory is closely related to profitability.

As a result, Tmall marketing platform launched a new business at the beginning of the year - brand clearance.

In fact, this is not a completely new business. Its predecessor was the 2015 cleaning warehouse and the 2015 Tmall dress clearance.

In the structural adjustment of Tmall in January this year,

The clearance is classified into the Tmall marketing platform business department, covering the whole industry category of Tmall.

Through a large number of online surveys, Tmall marketing platform business department found that consumers like the habit of cleaning up baby and picking up goods, which also makes the tail goods a worthwhile market.

The users are interested in the commodities at the end of the life cycle and pay attention to the brand.

This means that even if the big tail goods are sold through appropriate means and platforms, they still have the value of publicizing brands and accumulating fans.

Based on this, brand clearance is committed to creating a channel to monopolizes big tail goods, helping brands and sellers who have real clearance needs solve clearance problems.

The brand clearance program will have three business modes: brand Outlets, flash store and system selection.

Among them, brand Outlets is the backbone business, which is equivalent to online.

By the big brands, the virtual online store will go online and regularly update the sale of the tail goods. The location of the flash shop is similar to the shops with limited time sale in the mall, and there will be different brands outside the ole store. The system selection is unified by the Tmall platform to establish the underlying rules, and the system automatically invites the merchants to participate in the products.

Like other Tmall businesses, brand clearance is based on platform based operation mode, which is jointly participated by platforms and businesses.

The platform will open more autonomy to businesses, and the operation capability of businesses will also become a key link in the operation of good brand clearance.

For example, brand Outlets, once opened shop can be permanent, do not need to repeatedly sign up.

The business requirement of the company is that it must regularly sell the goods and make the brand clearance really a channel to communicate with consumers steadily.

If the brand can not operate well, it will face a retreat.

The location of the brand clearance is very precise, and the selection must be the tail cargo at the end of the life cycle.

Therefore, for merchants, brand clearance is the position to solve the inventory problem, but it is not a new traffic channel. Brand clearance and Amoy rush / Juhuasuan are mutually exclusive, and the commodities that have participated in the brand clearance will no longer participate in the rush buying / brand clearance.

It is worth mentioning that after the clearance of the brand, the connection between business demand and consumer demand has been completed well, and it has become a parallel traffic entrance with Juhuasuan, Amoy rush, research and trial.

Tmall marketing platform general manager Luo Luo hopes that through half a year to complete the "brand clearance" big tail goods channel mental shaping, so that consumers and businesses understand this channel, know what it exactly does.

In the medium and long term time line, brand clearance is also a part of Tmall brand marketing. Tmall is expected to help the brand build up the marketing scenario through the brand clearance.

With the opening of new products from Tmall to the end of the life cycle, all businesses will be able to push more businesses to Tmall's overall activity plan and annual activity plan.

More interesting reports, please pay attention to the world clothing shoes and hats net.