Love Inventory Giant Ying: Under The Epidemic, How Do Clothing Brands Help Themselves?

Going to stock has always been the number one problem for clothing brands. In the case of epidemic overlay, many enterprises' stocks are directly "exploded".

Especially when the online traffic is almost zero, the development of online new channels becomes the only choice, so there is the magic opening of 2020 national micro businesses.

But how do companies find their own adaptation models when they go online? Is it the best choice for inexperienced branding providers? How to operate in detail?

On the evening of February 16th, in the second year of the new wave of new consumer members, the vice president of love inventory, who was the vice president of love inventory, shared more than one hour's depth of how the brand went to inventory and cash withdrawal.

　 The total text is nearly 1.5 million words. This article only intercepts less than 1/4.

Hello, everyone, I am very happy to be invited to share with you. I hope we can give you some inspiration.

First, let me introduce myself. I am a Sunny who loves inventory. I joined in love inventory two years ago. Over the past two years, we started from the clothing inventory, helped tens of thousands of brands to solve the inventory problem, but also explored a set of ways to eliminate inventory and the fastest way to withdraw funds.

Today, there will be three parts to share. First, let me first talk about the brands and distributors who have many offline stores under the epidemic. Where should we go from here?

The direction is mainly for clothing enterprises, after all, clothing enterprises are mostly dominated by offline and chain, and will be more affected by the epidemic. Love inventory is also a lot of cooperation with such enterprises, so we have a high degree of concern at this point.

Let's share with you a set of data. In 2019, the garment industry has already had some data decline. The first time negative growth has appeared in the whole garment retail industry, including 40 clothing and textile enterprises.

Such a premise, coupled with the epidemic, is undoubtedly a serious dilemma for the apparel retailing industry. Through a certain amount of user survey, we find that garment enterprises may have three special headache problems at this time:

First, the whole spring is completely unsalable.

Spring sales cycle is 2, 3, 4, these three months, in May will continue to wear summer clothing, most of our research enterprises have not been sold years ago, a small part of the sale of enterprises also only sold about 20% of the inventory.

According to the data in 2019, the consumption of shoes and clothing in the first two months accounted for 17.25% of the whole year.

Second, summer clothing can not start production.

This is also a chain reaction because workers can not normally rework, resulting in a large number of summer clothes that should be produced now and can not be produced. So the future epidemic will be controlled in May and June. When the time of summer wear is on sale, there will be no goods to sell.

Third, hard spending can not be avoided.

This is also a problem encountered by most enterprises. The normal business can not be done under the line, and there is no way to open source. At the same time, many necessary rents and staff expenses can not be avoided.

The above three problems will bring great pressure to enterprises. But we hope that everyone can calm down. Anxiety is not worth anything to everyone.

How can we survive in such a bad environment? This is the first important thing and I want to share with you the following points.

1, two ways to save themselves

If we want to turn the corner, we must take the initiative to change.

First of all, we need to think calmly and take stock of what resources we have. Can these resources change their form quickly and flexibly, and make some changes in different mechanisms and functions?

The three basic elements of inventory, staff and old customers are those of most enterprises, especially those based on retail and brand operation.

What path can make these three resources quickly realized? We give you two ways to save ourselves:

First, change the situation as soon as possible.

People's freight yard is the three element of retail. The opportunity is that our goods still exist. Although consumers can not consume online, the consumption habit of online shopping is also very mature. Should we change the selling field from line to line as soon as possible?

There are several points in this process.

(1) online layout should be fast and multi-channel.

Why should we have multiple channels? Now that online is no longer a supplementary link, it has become a major retailer that needs to be operated. Under such circumstances, the wider the distribution of online channels and the stronger the complementarity, the more valuable the operation will be.

Many enterprises may not have paid close attention to this point. Online layout may be more likely to be Tmall, Jingdong, or even many dealers do not have this qualification. Then you should see as soon as possible, what types of online channels are there, and enter the communication link as soon as possible.

At the same time, we also recommend that you pay attention to some new channels of live class and community. These channels have several characteristics, which are very suitable for everyone to cut in quickly.

First, the speed of moving pin is relatively fast.

Two, the negotiating cycle and threshold have advantages.

The three is that its sales operation is not so complicated.

(2) in the early stage, we should have comprehensive thinking on goods.

For example, what kind of discount policy and marketing means to clear inventory? All these should be well planned and measured before we do it.

(3) consider the distribution capacity of O2O under the open line.

Because many offline shops are still open, or many of them are offline stores. Now, the whole logistics situation is not particularly good. The city distribution is more timeliness than the trans city logistics.

Second, people do their best.

I just talked about two people, one is the employees who are still making the salary, the other two is the consumers in your database or WeChat in the shopping guide. In fact, these two groups of people are your core assets and must be mobilized.

First, the shopping guide should be transformed as soon as possible and transferred from offline stores to online community operators.

The two is for all customers, whether they are in the database or in WeChat, they should assemble as soon as possible.

The community is the best medium that can interact with users in mass quantities. I hope you will put the community business in the first priority.

Especially those who have a certain history of consumption, or have a favorable impression of the brand, should quickly use this goodwill and the possibility of shopping again to pull him into the community.

Many businesses used to regard the community as an open source channel, but now you can only operate those who have been dragged into the group under the condition of offline traffic closes, and you need to give them better services to ensure that they do not lose.

Now, what is a better service? Increase the richness of product categories.

If you are a clothing brand, pulling a consumer community, even if you have the lowest discount, the best marketing policy, you can only properly stimulate the purchasing power of a wave of spring clothes.

No one will be able to buy 2 pieces of spring clothes into 20 pieces, which will become 3 or 4 pieces at the most discount, which is far from enough to maintain the group.

These people need to integrate whatever they need, and do everything you can to put all the needs of their family links and their homes in your community. Congratulations, you not only found a way to save yourself, but also found a new business growth point.

3, five key steps to inventory and cash withdrawal.

Now I would like to talk about five key steps of self-help.

First, management is quick to make decisions. All these points I have just mentioned require quick decision-making, quick response and quick plan.

Second, the mobilization of employees. Self help is not purely top-down. It needs a quick linkage mechanism at the staff side. After the call and mobilization of the employee side, we should define the new functional boundaries as soon as possible, including many community operation skills, most employees do not have.

Therefore, staff skills training will become very important. Only when they are fast confident, will the faster transformation of your imagined strategy be realized.

Third, goods inventory and channel negotiation. I hope you can take stock of the inventory and the channels you need to develop before we start. For example, stock depth, SKU goods matching, distribution area and so on.

Including the discount and promotion I just mentioned, we must go through detailed financial calculations, what is the bottom line, how much discount we make, and what is the expected rate of return? All departments need to work together to make an operation plan.

Online new channels, we should also study at the first time. Now the major platforms will introduce some preferential entry policies. What are these policies, what kind of enterprises are applicable, whether they match with you, the time of settling in, the conditions of repayment, and the resources support you need to provide, all of which are strategic maps that must be done before everyone starts.

On this basis, I also emphasize that in addition to selling these goods to other platforms, it is also very important for you to set up a sales field and pull your fans into the community.

Fourth, the migration of fans under the line. In this matter, we must proceed at a vigorous speed. Because now many brands and distributors will choose this access. If it is slow, your customers will be dragged to the community of competing products.

A person is not willing to stay in so many similar communities at the same time, so he chooses whom he will choose to see.

Fifth, online sales operations. It is absolutely not very simple. I pulled the consumer into the group and lost some product links like robots every day.

Every community must have its own management work. Managers must have their own set of people, including the selection of products, materials, preheating and so on in our community.

Before this outbreak, private sector traffic is something that many companies feel can be done or not. But now its strategic priority has been raised, so the third part I want to share is how to play the role of private domain traffic.

There are a lot of management skills in the operation of a normal community. I would like to make a few of the directions that I think are more important.

First, open group. In fact, any group, the first three days of the new opening, we call it the golden window. How to let consumers enter the community clearly recognize what the group is doing and why they want to stay here. What interests did the group give him so that he could continue to feel good about this community?

In the first three days, it is better to use various means to stimulate him to form the first single purchase. Only by grasping the golden window period of the first three days can we form a certain stability and customer retention rate of the community.

Second, sowing cargo group operation. The core of selling group is to protect the validity of content and information transmission. The content is not only a commodity link, but also how to pass your brand story, high performance price ratio, pro test feedback, Buyer show and so on.

This series of contents must be packaged as the core material of our community operation. It is very important to have a temperature and let others feel the sense of value from your content.

Third, friends circle operation. The managers of the community should be set up, such as doing interesting and content information transmission in the circle of friends, so that everyone can feel good about you.

Even if fans who have not entered the group and join the community through the interest generated by their friends circle, the operation of the circle of friends will become very valuable.

Fourth, service. The biggest difference between online community shopping and offline shopping is that shopping at stores is a matter of face. I came in today and saw goods, try, wear, and go, leaving no more than half an hour in the store.

But he is permanent in your community, and you need to form an interactive mechanism with him. How to do a good job in pre heating, selling, consulting and after-sales service? A series of service based full links in the community, which are deeper, heavier and more temperature than offline, are very important.

Therefore, we emphasize that the soul of new retail is service, and we must find the soul and the key point.

Fifth, fission. The community has the function of self fission. If a consumer buys good things from you and feels good service, it is possible to pull people around him who are not in your community before.

How to do well the fission mechanism and user experience is also needed at this point.