Only products will detonate brand special selling, the electric business together with the busy

Only the model of the product will detonate the brand special selling, following Fank and a number of brands to do discounts, when the line is also on the line of "tail goods," become another one to kill the goods in the end of the time special selling field of the electric business platform.

Some analysts on the "Daily economic news" Reporter said that the electricity dealers together special selling is based on market demand, and the domestic apparel enterprises high inventory also to the relevant companies brought great business opportunities. has been relatively stable of the famous selling network market, or will usher in a price war baptism.

Get together tail goods special sell or price war

May 7 early morning, Dangdang officially on-line "tail goods sinks" Famous selling channel, participate in the sale of special brands including Elle, COACH, Jeanswest, Daphne and Adidas, Nike and other footwear brands.

According to the "Daily economic news" reporter understand, dangdang "tail goods sinks" flagship brand tail goods special sale, the price of 30 percent caps, the use of flash mode, every 20 minutes to open orders automatically empty the shopping cart.

In the opinion of the analyst, when the "tail goods sinks" sword refers to the only goods will, bring the price war is unavoidable.

As a result of the grasp of the domestic apparel product backlog of opportunities, only products will be committed to the famous special selling to become the first real crab-eating people. It is reported that, following the launch of the brand special sale and a shop clothing store to launch the famous special sale, including the cat, the Beijing-east platform of the electric dealers in the beginning of the brewing clothing tail goods selling channel, to enter the market for food cakes.

CIC Consultant Circulation Industry researcher Shen Zhengyuan that many electric dealers get together to do special selling, is to see market demand. The special sale product because is the brand product, the quality has the guarantee, the original price and the discount price gap and the commodity quantity is also limited, can attract the user. Even if a user does not buy a special sale, it increases the potential purchasing power of other goods. "The cost of introducing this model is not high, but it leads to greater potential purchasing power and increased user dependency," he said. ”

In the opinion of analysts, this model at home began to hot root, is the domestic apparel industry high inventory. According to China Securities Statistics, as at the end of 2012, apparel home Textile plate Total inventory of more than 70 billion yuan. "Go to inventory" is still the 2013 the whole apparel industry's key words, but also become the electric business platform to kill into the tail goods in the field of the big background.

As for whether there will be more electric dealers to join the special sale market, Peking University Consulting management partner Tauwensheng expressed affirmation. He believes that the current model of the electric business is also tending to the same, at the moment, we are looking at the tail goods. This also coincides with the current concept of consumption, prices rise, consumers want to maximize the purchasing power of capital.

Brand value kidnapped by inventory

In many people's minds, the price of a product seems to represent the value of a brand to some extent. There is a point of view that the brand of cooperation with the Third-party platform Low-cost cleaning up the tail is helpless to help themselves. In the footwear industry independent commentator Magang, it seems that the problem is not simply whether the brand is willing to work with the platform, but the brand has been "kidnapped" inventory. "Sometimes there is no choice, when inventory is healthy, everyone is unwilling to sell the product at a low price." ”

Industry insiders believe that the choice of electric platform, and the brand's own platform management has been difficult to improve the relevant. The entire traditional retail industry without exception to the pressure from the line, so almost every enterprise has more or less involved in the electric business, including many brands to set up their own electric business platform. Many people in the industry view, its own online channels have been many functions for their own brand clear inventory, E-commerce as the internet is another sales channel.

And a lot of problems along with it, the line under the sales "Fight", brand and franchisee between the mutual Bo, limited flow of knowledge to bring a low degree of familiarity, but also become a traditional retailer to do the short board. In addition, Shen Zhengyuan pointed out that a single brand of limited selectivity, can not meet the needs of more people, and provide a higher cost of service than the large electric business.

Tauwensheng told the Daily Economic news reporter, a lot of vertical electric operators are also in the transition to the platform. But because the footwear industry more obvious consumption characteristics, on the one hand, and electronic products, like the low degree of standardization; on the other hand, after the consumer shopping, but also to take into account the issue of after-sale, resulting in a difficult to profit, expanding the scale more difficult.

One side is the brand has been a high-profile expression to do their own electricity, the other side is also seeking the co-operation of Taiwanese businessmen. In Magang's view, such a move will obviously divert their electricity sales, but in the elimination of inventory and maintain the vitality of channels, must have a choice.

Does the frequent dumping of tail goods affect the brand's new products, resulting in thin corporate profits? Tauwensheng says this is not ruled out because a part of the consumer will always be affected by the sale. However, "if the enterprise in the process of handling the tail goods, then this loss can be minimized." ”