The "Spring Sleepy" Change In Garment Industry: Pressure After The Resumption Of Work, Social Marketing Unpopular

Although the waking of insects has passed, the "spring" of the clothing industry has not reached the limit.

Shopping malls shutting down, road control, blockade, logistics lagging behind, the various causes of the epidemic caused clothing consumption orders continue to decrease.

Li Min, who works on television, likes to dress up on weekdays, but she seldom buys new clothes lately. In March 9th, Li Min told the times weekly reporter that because he dared not go to the mall, the courier was rather troublesome, and simply did not buy it.

Wang Wen, who had been at home for a month and a half, could not remember the time when he bought clothes last time. "Now can not go out, a pajamas is enough, what clothes to buy?" on the same day, Wang Wen told the times weekly reporter.

According to the sales data of clothing sold on the Tmall Taobao platform by the third party, sales of clothing, footwear and casual sports apparel all declined in February.

Offline stores are even less optimistic.

In March 6th, the responsible person of the nine Mu Wang told the times weekly reporter that the overall retail sales of the clothing industry were seriously down in February due to the weather, season change and epidemic situation. Due to the traditional sales season, the Spring Festival sales in February were also expected to have a greater negative impact on the whole year.

"From the Spring Festival to the end of February, the epidemic has a great impact on retail sales." On the same day, Sanfo outdoor responsible person to the times weekly reporter admitted.

Recently, the Guoxin Securities Institute of Economic Research Report showed that in early February and the middle of the year, most brands closed more than 50%, and shortened the business hours of the remaining operating stores.

"Epidemic situation has great influence on clothing retailing. The epidemic has had an impact on product sales last winter, this spring and even summer, although many brands have been sold online, but the benefits are only a drop in the bucket. In March 8th, Cheng Weixiong, a clothing industry expert, told the times weekly reporter.

Pressure is not reduced after resuming work.

With the resumption of work in various places, the clothing store which has been closed for more than a month has finally opened.

On the afternoon of March 5th, the times weekly reporter came to a large shopping mall in Guangzhou. At the scene, reporters found that there were few shoppers in the stores such as UNIQLO and Hai Lan, and only a few of the shop assistants were dressing up.

"As of February 29th, more than 2/3 of the company's offline stores have been resumed, except for those in high-risk areas. In March 6th, Taiping bird responsible person told the times weekly reporter.

On the same day, the relevant person in charge of Ge Li Si told the times weekly reporter that about February 17th, we resumed the on-site business.

"In addition to Hubei and other epidemic areas, the company's offline sales terminals have basically resumed work." The leader of the nine Mu Wang told the times weekly reporter.

But offline stores did not usher in large numbers of customers as scheduled. Many pressures such as inventory, cash flow and operating costs, such as Damour's sword, hang on top.

"Nowadays, there are not many customers in offline stores." In March 6th, YOUNGOR responsible person told the times weekly reporter.

The leader of the nine Mu Wang told the times weekly reporter that the retail channel was seriously declining, the passenger flow was reduced, and the cash flow would inevitably be affected. There would be pressure on the channel inventory between the brand dealers and downstream franchisees.

Sanfo outdoor responsible person also told the times weekly reporter that rental shops in state-owned units and some shopping malls were free from rent, but many personal street stores still needed further communication to minimize fixed costs and ease operational pressure.

Export orders are also almost "stop".

"Even a foreigner's shadow is not seen. The market and factories are cold and clear." In March 7th, Mr. Deng, who specializes in the export of clothing supplies, told the times weekly reporter that the extent of the loss is still hard to estimate, and there is nothing we can do about it.

The "China underwear first stock" is also known as the export trade business. 6, its responsible person briefed the times weekly reporter that the company's exports mainly to Europe, the United States also has a part.

"Exports are now being affected, coupled with previous trade wars, and foreign trade is rather difficult." The relevant person in charge of Sha Sha said.

In March 6th, the China Clothing Association conducted a survey on the resumption of garment enterprises. The results showed that 29.4% of the survey enterprises reflected that the orders were reduced due to the low market demand and the cancellation of orders. Some enterprises reflected a sharp decline in domestic orders, and the replenishment of export orders also decreased.

The downturn in sales has affected the apparel industry chain.

Zhang Xiao, who owns a garment manufacturing OEM factory, sits at the door of his factory, sitting for hours. She could never have imagined that it should be the best time of the year, but it only received orders that could be counted by fingers.

In March 7th, she told the times weekly reporter that the resumption of work had been nearly a month, only 9 goods were needed, and the fabric suppliers were unable to supply in time.

Kim Hao (a pseudonym), who sells cloth in Guangzhou Zhongda cloth market, has not yet waited for the notice of returning to the market.

"The warehouse is in a closed state, providing limited products." In March 7th, Jin Hao told the times weekly that the rent and wage cost of nearly $200 thousand a month should be paid for the sale.

Recently, a businessman told the times weekly reporter that he decided to give up the production and sale of spring clothes and summer wear.

Cheng Weixiong told the times weekly reporter that the epidemic disrupted the sales rhythm of the original clothing.

"The epidemic will also affect production and production in summer and autumn this year." Cheng Weixiong thinks.

Popular marketing

Under the "offline" road, clothing brands continue to explore online channel models, among which community sales are most popular among enterprises.

"Babies are all in?" the emergence of this sentence means that a day's spike activities begin. Cao Yi (a pseudonym) who runs a clothing brand has established a WeChat membership in the early days of the outbreak. In March 8th, she told the times weekly reporter that all the customers in the group were regular customers in the usual store. They would give a red envelope every day before releasing the kill money.

Sanfo outdoor responsible person told the times weekly reporter that after resuming work, we moved from store sales to WeChat small program sales, and offline shop sales staff would participate in it, through WeChat and other channels to do some live broadcast.

"The company promotes full staff marketing, and employees begin to sell their shirts, suits, jackets, socks, bedding and so on, even our boss is no exception." YOUNGOR responsible person told the times weekly reporter.

In addition, nine shepherd king, Taiping bird, and song's brand also told times weekly reporters that they had stepped into the community marketing field on WeChat platform.

"In the era of cloud consumption, the traditional dealer routing mode has become a burden from the past advantages because of the high cost, and the cloud mode can cross the middle part of circulation." In March 8th, Lai Yang, President of Beijing Jing Shang Circulation Strategy Research Institute, told the times weekly reporter.

In March 8th, Mr. ho of the clothing industry told the times weekly reporter that online operation needs mature operation process and system. It is difficult to achieve high performance online in the short term through the sharp reduction of online products.

The times weekly reporter noticed in YOUNGOR WeChat small program mall that the men's long sleeved shirts with a monthly sales volume of more than 8000 will be given a 4.6 discount at the upper limit of the original price of 580 yuan, and the price in the discount period is 269 yuan. The price of men's clothing sold in thousands of pieces over the rest of the month is almost half the original price.

In March 7th, Li Qiang, who was responsible for promoting online store promotion, told the times weekly reporter that the electricity supplier did not do well, and sales volume in the short run was difficult.

Sanfo outdoor responsible person said frankly, the line is to ease the current sales situation, and sales of physical stores still have a certain gap.

"Through this epidemic, Future Ltd will pay more attention to new retail related commodity operations, intelligent warehousing, logistics, intelligent manufacturing and other business research." "Nine Mu Wang, the relevant responsible person said.

He said that the epidemic had to reflect on their business models and now pay more attention to design marketing and online sales.

"Taking advantage of the epidemic situation, clothing brands gradually begin to consider the long-term transformation of the industry." But Lai believes that the incident of force majeure has provided an opportunity for the transformation of the garment industry.

Cheng Weixiong also believes that the current contradiction between user demand is not price competition, but supply of products with quality, cost-effective and personalized products. The maximization of user value and the diversification of experience services need to be greatly met. The online and offline interconnection of retail stores is driven by big data, and the ecology of brands, products, stores (platforms), users and so on is more closed.