Under The Impact Of The Epidemic, Garment Retailing Industry Has Been Deeply Hit.

Under the impact of the epidemic, the apparel retailing industry has been deeply hit.

The flow rate of offline stores is reduced by nearly 100%, and the cost of fixed costs, such as staff and rent, is high. The backlog of inventory causes cash flow and profit margins to be at risk.

But on the other hand, the downturn in offline retailing has also led companies to pay more attention to online. WeChat, small programs, live broadcasting and other goods have become popular channels for offline passenger flow.

As a representative of the "flow" retail enterprises, the Taiping bird, who knows this way, has also gained a lot of traffic through the "traffic" during the epidemic. In the past "678 promotions" (March 6th -3 8, 3 days of promotion nodes), the Taiping bird brand opened 41 live sites and watched 1 million 770 thousand people. Among them, Taiping bird clothing retail channel was 100 million, while Taiping bird menswear official micro mall performance reached 61 million 210 thousand.

"Global marketing, increasing the development of online business is not a helpless move of Taiping bird, but a consistent strategy. It only speeds up the development of this business in the special period of the new crown pneumonia epidemic." Taiping bird general manager Chen Hongzhao told reporters.

　 At present, 3000 stores have opened.

In February 8th, Zhang Jiangping, chairman of Taiping bird, issued a letter to all the birds, which explained the grim situation faced by the apparel retailing industry under the impact of the epidemic.

In March 4th, the Pacific bird announced that in order to meet the needs of business development and business strategy, Taiping bird and its subsidiaries would apply to the bank for a comprehensive credit limit of not more than 2 billion 700 million yuan. The Ningbo Taiping fashion dress Limited by Share Ltd will provide corresponding guarantee within the credit limit. The insured object is related to the 6 men of the company's men's clothing, electricity supplier, Lok ting and manufacturing business. Company. According to the Taiping bird side, the credit line is unchanged from previous years.

"It is undeniable that the impact of the epidemic on the clothing retail industry is large. More than half of the stores were temporarily closed after the first day of the outbreak. During the outbreak, the passenger flow below the line was once zero, and the passenger flow is still tight. Chen Hongzhao, general manager of Taiping bird, told reporters in the daily economic news that the entire Taiping bird knew that the next 10 months in 2020 would be a challenge, not only in the retail industry, but also in catering and tourism.

It is reported that at present, the production center of Taiping bird has resumed work in February 11th. The East logistics base began to redistribute in batches in February 12th. In February 17th, Taiping bird took the lead in resuming work in men's clothing, children's clothing and electricity suppliers in the software park of Ningbo hi tech zone. In February 19th, the Pacific bird in Haishu district headquarters resumed work in an orderly way. At present, the company has strictly implemented the government's relevant epidemic prevention requirements, basically restored to normal work.

In addition, as of the end of 2, 3000 stores around the Taiping bird line had resumed normal business, accounting for about 2/3. At present, the proportion is still rising. At present, more than 90% shops have performance output on the same day, including the serious epidemic in Hubei, through community and small program marketing, they are also continuing to produce results. Taking Taiping bird dress Yichang store as an example, the overall performance in early February increased by 20% over the same period last year.

But compared to the resumption of production, how to solve the problem of offline passenger flow is still the biggest problem facing enterprises. The relevant industry believes that for retail enterprises, the first half of the marketing plan to be completely overthrown, and now most enterprises will fight online as the main strategy of enterprises. Compared to the traditional online and offline channels, the so-called social retail business is not only offline and offline, but a continuous exploration of customer's full channel touch means, expanding brand global marketing, and enhancing the operation and transformation of brand private flow.

　 Full acceleration of online business

Compared with catering, tourism and other industries that need travel experience, the retail volume of clothing retail is relatively more convenient from offline to online. Multi-channel marketing such as WeChat, small program and live broadcast has been fully launched after February.

From the beginning of the new year, Taiping bird clothing has entered the layout of online promotion. During the epidemic, the average daily retail sales exceeded 10 million, and the average daily new customers exceeded 10 thousand. On March 6th, the official retail mall of Taiping bird menswear was launched on the same day, with a single retail sales exceeding 30 million and a new membership of 35 thousand.

"On the one hand, we have relatively complete reserves in the early stage of digital retailing." Chen Hongzhao said that Taiping bird implemented a small program for 2 years, and implemented WeChat live broadcast for more than 1 years. In the "digital retail" sector, starting in 2017, Taiping bird clothing began to layout, and 2018 began to launch cloud storehouse, so that stores could place orders for different locations. The women's wear started to go on the bird's click project, and developed the bird App and bird Click procedures, integrating the member services (membership score, consumption records), collocation information (including algorithm), matching and sales of single products, and also began to try the live broadcast of stores at the end of 2018, and nurtured a number of live anchor hosts.

"Global marketing, increasing the development of online business is not the helpless action of Taiping bird under the influence of new crown pneumonia, but a consistent strategy. It only speeds up the development of this business in the special period of the new crown pneumonia epidemic." Chen Hongzhao said.

Chen Hongzhao told reporters that during the epidemic, Taiping bird focused on full channel live broadcast and WeChat community marketing action, optimized and upgraded the platform for sharing, membership interaction and online shopping, enabling sales, promotion and application. When it comes to specific strategies, she indicated that the shops under different lines of the Pacific bird were jointly planed by different regions for daily live broadcast, and 2 hours of live broadcast of WeChat was conducted daily. Besides, WeChat stores and personal circle of friends in daily stores also did not stop operating.

In addition, in terms of inventory response, since 2016, Taiping bird launched the TOC flexible supply chain management mode. Through the effective quantification of production capacity through "fixed production", more than 3 years of practice and optimization, the current production capacity can cooperate with the market in a timely and rapid response. After the outbreak of the outbreak, Taiping bird has maintained good communication with upstream and downstream suppliers, paying close attention to its resumption, so as to make efficient use of capacity.

"After the outbreak, on the one hand, because we adopted a fast response mode of supply, it had little impact on supply. On the other hand, we made a quick arrangement to remove the risk of the original production, and finally, we have the advantage of our own product line, which has greatly buffered our rapid response." Chen Hongzhao said.