How Do Many Garment Enterprises Exert Their Efforts To Release The Circulation Of Social Business In Winter?

"At this time of last year, our store has been operating normally, but this year the situation is very special. We will transfer entity business to online, and guide customers to place orders directly through small programs." In February 12th, a clothing brand agent told reporters on the phone.

During the Spring Festival of 2020, more and more consumers responded to the call of home segregation and reduced the number of shopping trips. Under this background, the offline retail businesses of many garment enterprises in China were affected. In an interview, reporters learned that in order to reduce the losses caused by the drop in passenger traffic, many local clothing brands including La Natsu Bell, red bean and red dragonfly were temporarily closed or shortened business hours. At the same time, in order to clean up the circulation of stock in winter, they have encouraged their dealers to move the physical stores to the online, invite consumers to "cloud shopping" through live broadcast, community and micro stores, and use new retail thinking to force social networking providers.

Ma Gang, an independent critic of shoe and garment industry, told reporters that from the current situation, the socialized marketing method is just to make up for the traditional marketing way, which can only reduce the loss of enterprises in the short run, which can not support the achievement of the annual target of the enterprise. This storm is a comprehensive test for garment enterprises. After experiencing this matter, clothing enterprises should think about establishing survival plans in extreme environment and create new innovations, such as making the supply chain more agile and marketing services more diversified.

Multiple flowering on sharp line

In the morning of February 11th, Lv Jie (alias), as usual, opened WeChat mobile phone skillfully, and accepted a verification request from a new friend. Lv Jie is a staff member of Changan Tian Jie shopping center in Beijing, Longhu (hereinafter referred to as "Changan Tian Jie"). In order to welcome the arrival of Valentine's day, as early as in February 8th, Changan Tian Jie set up 3 different shopping groups. Lv Jie's job is very special: invite consumers to sweep the code into groups and realize "cloud shopping."

At the invitation of Lu Jie, reporters joined a fashion dress exchange group with more than 200 members. Every few minutes, shopkeepers sent new programs, pictures, live links and preferential information on new products. In order to enhance the recognition degree, some shopkeepers brand Logo as WeChat head. Group nicknames are named by "floor + brand name", and consumers can buy products from merchants in the group. At the same time, Changan Tian Jie will also summarize the commodity promotion information of major businesses and use the WeChat public platform to push them.

According to Lv Jie's small program of Changan Tian Jie online shopping mall released in the group, the reporter noted that there are many famous brands such as Pacific bird, JACK&JONES, BELLE and so on. They also launched a "spike" promotion campaign. A saleswoman in a group of women's clothing brands said that the shop had been in the business, but it was mainly sold online on special occasions, and the shop price was half off.

"In fact, we have established these communities. After customers shop in the physical stores, we will let them open membership and invite them into the membership group. They will only send out some basic styles at ordinary times, and now they are all equipped with small programs or two-dimensional codes. The customer scanning code will enter the micro shop of the company, which can effectively achieve drainage." A clothing store store manager told reporters.

In fact, during the special period, people from shopping malls to clothing enterprises to retailers are actively responding. For example, Beijing Tianhong Department stores use APP to provide customers with popular activities, fashion teaching, online shopping and shopping mall. YOUNGOR group Limited by Share Ltd (600117.SH) has stepped up online promotion and service nationwide. Shop guide shopping is to develop online and offline integration through group, circle of friends, directional push and customer care; Zhejiang Red Dragonfly Footwear Limited by Share Ltd (603116.SH) will work with Taobao university to plan a group of live experts and webcam, and use nail and cloud classroom to conduct online business training for shopkeeper and guide buyers.

Ma Gang believes that social marketing is not a permanent solution. If we want to transform users, we need products, marketing and services to form a synergy. Only one or two connections can not form a loyal user. Whether traditional marketing or social marketing, we need enough deep consumption to form loyal users.

To this end, Ningbo Taiping bird fashion Limited by Share Ltd (hereinafter referred to as "Taiping bird", 603877.SH) through online platform, live platform to connect with customers. In February 8th, Zhang Jiangping, chairman of Taiping bird, said in an open letter to employees that in recent days, the company was actively looking for new retail routes. Through the introduction of WeChat online membership, WeChat spike, small program distribution and alternate broadcast in different regions, half of the suspended stores were sold, with an average daily retail sales of more than 8 million yuan, and are still rising.

According to the information provided by Guangzhou Humei fashion group Limited by Share Ltd (hereinafter referred to as "Humei group"), since January 30th, the group's clothing brand, Yin man, has launched a temporary sales strategy which is mainly supplemented by physical stores and social sales. Up to February 13th, only 31 shops under the line have been established, accounting for 5% of the total number of stores nationwide. The daily active users of the order have exceeded 70 thousand people, and the sales of some shops have reached 10000 yuan per day. These achievements almost all benefit from the community.

Cheng Weixiong, general manager of the footwear and clothing industry independent analyst and Shanghai Liang Qi Brand Management Co., told reporters that the market vitality of the garment industry needs time to recover. It is difficult to achieve "retaliatory consumption" in the short term. However, it is foreseeable that in the second half of this year, the offline income of garment enterprises will be reduced, while online revenue will increase.

Turning to the trend of the clothing industry, Cheng Weixiong believes that in the long run, the large and medium shoe and clothing enterprises dominated by physical stores under the layout line will accelerate the layout of the online business, and will also accelerate the iteration of the new business mode. In the future, more diversified channels of electricity providers such as live broadcasting and communities will also be heated up.

Inventory digestion

Under the storm, the garment industry will usher in a new round of development opportunities. But at the moment, how to better digest the clothing inventory in winter, and how to effectively coordinate all aspects of the supply chain in the face of the new model, maybe this is a problem that clothing enterprises need to think about.

Tang Xiaotang, founder of apparel retail industry analyst and consulting firm No Agency, told reporters: "in order to seize the peak season of Spring Festival, many offline channel associations have put on a new spring dress a few years ago, and have sold winter clothes and spring clothes together. At present, the situation is very special, a large number of shops can not normally open, customers can not pick up the goods, the inventories of enterprises are virtually increased, now on the business, down to dealers, are on sale, is to digest winter inventory. Compared with previous years, the discount rate will be greater in the future, which is a way for many garment retailers to digest inventory. "

A private businessman told reporters that after the Spring Festival holiday, clothing consumption tends to be low, and people's purchasing power will decrease. In order to digest inventory, the sales target set by the company in February was 125 thousand yuan, and the intensity of commodity discount was much larger than that of previous years. At present, the company's winter clothing discount is half off below the micro shop owner, and the most of it is only 15% off in the past years. At the same time, the company also produces 20 left and right spike money to drain every day. "Yesterday, I had more than 9000 yuan of sales, of which more than 7000 were from winter clothing, and now there are many winter clothes pressing down the store, but we can't sell it back to the company, and the company will bear more pressure."

Cheng Weixiong said frankly, "if this storm is beyond three months, shops will not be able to operate normally, which is a big challenge for enterprises. Enterprises with offline channels are in urgent need of adjusting production plans and contracting costs. Now we may as well make preparations for the transformation of spring products into the autumn series."

With regard to inventory digestion, cost control and other issues, the reporter contacted the Hui Mei Group. In its reply, the reporter said that the company's existing cash flow has reserves to deal with extreme conditions. Next, the company will spend from large to small payments dynamic control, constantly examining the necessity and output ratio of all expenditures, and shelving business expenses that are not directly related to sales, and uncertain projects. Cancel.

La Natsu Bell also told reporters that with the decrease in the business hours of the physical stores and the closure of some stores, the short-term sales of garment enterprises were also affected. In view of the stock balance, the company will consider the product SKU, store attributes and sales situation comprehensively to consider the operation and management of goods, speed up the inventory turnover, and return the cash as early as possible.

As a matter of fact, to relieve the pressure of the garment enterprises, the stores have reduced their rent. It is understood that China's Austrian Garden Group for its own business in the camp, including the Austrian Garden Plaza, Austrian garden city and the world's brand merchants, the implementation of the period from January 25th to February 8th period of 15 days rent free policy.

In response, a number of people interviewed by reporters pointed out that although some shopping centers announced the rent reduction, they could not fundamentally solve the problem. "Rent relief is only a short-term behavior. After all, landlords have to survive. Clothing retailers can reduce inventory through social marketing. Garment manufacturers should adjust production and shipping rhythm in time, reduce production volume, and increase the volume of goods adjustment to realize the allocation of goods in North and South regions, so as to reduce inventory risk." Ma Gang pointed out.

Everbright Securities in a recent research report pointed out that the current development of electricity providers are more mature, clothing and other products online consumption accounted for more than 20%. In the long run, the apparel industry has gradually entered the stock market. The quality leading clothing brand has gradually accumulated competitive advantages in terms of price, design and brand image, while the risk resistance ability of small and medium-sized enterprises is poor, and the capital chain is relatively weak. It is expected to speed up the industry clearing and promote the concentration of leading enterprises. Therefore, short-term adjustment is expected to bring opportunities for high-quality leader layout.

Tang Xiaotang told reporters that although clothing consumption in the electricity business channel is growing, the proportion is not big enough, mainly because of the limited overall consumption power, overcapacity and fierce competition in the apparel industry. According to Tang Xiaotang's observation, at present, the sales volume of the entire garment industry is about 60%~80%, and the traditional channel is still the mainstream.

"In dealing with unexpected situations, enterprises with good online business have certain advantages. This also brings some experience to garment enterprises, and digest inventory is not simply selling goods, enterprises should consciously strengthen infrastructure construction, enhance logistics experience, and make products faster to reach consumers." Tang Xiaotang pointed out that clothing is an industry with high turnover and high cash flow. In a special period, enterprises should focus on conservative management and shrink investment in market promotion and store expansion as far as possible. Deleveraging will continue in 2020, and the garment industry will further differentiate.