"Stall price" promotion or will be kicked off

Industry called "Stall price" promotion just kicked off

Last year, the huge loss of nearly 2 billion yuan of domestic sports brand giant Li-ning company ("Li Ning") yesterday high profile with a high reputation to clean up the inventory, the audience low to 19 yuan Price is rated as "stall price", some of the merchandise is below the threshold of 10 percent. New Express reporter saw yesterday, the promotional activity at about 18 o'clock yesterday, the end of the early, all the goods sold out, there are close to the visitors, said the two future cooperation plan, the intensity may be even more fierce.

Sales Hot Promotions End Early

At 18:36 in the evening of Sunday, every guest chairman aged to take the lead in the official microblog message said, "Today 11 o'clock, look forward to." "In fact, the things that are mentioned in the old age are the two days of low price promotional activities held jointly by the guest and Li Ning." Yesterday, where Sir Net on the "Li Ning Forvancl, Unique limited to buy up 19 yuan!" Propaganda slogan.

Reporters yesterday to visit the site to see, promotional activities are divided into three price areas, including 19 yuan-39 yuan, 49-69 yuan and 79 yuan-99 yuan, of which, leisure shirts from low to 19 yuan. A 199-yuan T-shirt, promotional price of only 19 yuan, the equivalent of 095 percent, below 10 percent; a pair of classic casual shoes 299 yuan, promotional price of 49 yuan, the equivalent of playing 16 percent, a netizen evaluation, "price and ' stall price ' no difference." "A clothing industry personage admits to the reporter," in the industry, generally about 30 percent is the cost price, hit to 30 percent is equivalent to not make money, Li Ning hit so low is ruthless under the heart clear inventory. ”

For this low-priced inventory of behavior, Li Ning yesterday to the new Express, and where the customer cooperation is Li Ning to explore the electricity quotient, seek external cooperation and another attempt; will continue to cooperate in the future, Li Ning said "will keep track of sales, and as the situation to make rapid response." The reporter learned that at about 18 o'clock yesterday, originally planned to last two days of clearing inventory activities have been hung out "activities End" information, the activities of the goods sold out. People close to the visitors to reporters that all customers and Li Ning have plans to continue cooperation, there will be similar promotional activities in the future. "The 19-dollar promotion should be just the prelude to a clear inventory campaign," he said. said the industry personage.

The sequelae of low price promotion lead the industry attention

In fact, Li Ningqing inventory has been brewing for a long time, after Li Ning released 2012 annual report showed that the company's loss amounted to 1.979 billion yuan, became the first occurrence of Li Ning listed in 8 years of large losses, but also to close 5 stores a day fast contraction front, only last year to reduce 1821 stores. Magang, an independent commentator on clothing, said yesterday that he was not surprised by the 19-dollar low-priced inventory of Li Ning, "but it was a surprise that Li Ning did not clear the stock on its official platform." ”

"In cooperation with every guest, on the one hand, there may be another level of cooperation between Li Ning and Van Gogh; On the other hand, the clothes sold in every passenger must also be sold in Li Ning's official mall, but their own platform can not digest, the annual inventory is not sold, so there will be the present scene. "Magang analysis. The journalist also noted that some of the goods sold yesterday were used as Li Ning's old trademarks, and Li Ning began a new trade mark in 2010, that is to say, these goods are at least 2-3 years old inventory.

While Li Ning is determined to solve the inventory problem, the potential hangover from this low price promotion is also a matter of concern to the industry. Magang that this approach certainly has an impact on the reputation of the brand. However, Li Ning responded by saying, "with all customers of the electric business cooperation in the sale of all the goods and Li Ning Company network platform and Li Ning Company's current line of the goods are separated, and are in line with the company's consistent online sales strategy, so the brand will not cause any impact. ”

Related reports where customers try "Independent Brand + channel" platform model

Reporters yesterday from all the goods learned, where the customer recently carried out a new round of restructuring, adjustment direction is to highlight the mobile, overseas, shirts and other three business sectors, and other parts of the business sector has made some optimization. There are close to the people who said, where the structure of the guest to adjust, as well as the on-line Li Ning Limited sales and other actions show that the customer is trying to explore hundred Li's "independent Brand + channel" mode. Through the introduction of traditional brands, to the existing categories of customers to form a complementary.

March 26, there is news that Fank said that the current test water vancl.com platform. The search results from vancl.com also show that a large number of V Third-party brands are gradually being introduced into the van, where the customer and V platform may also gradually integration. Not long ago, where the total purchase of the original clothing brand first carved, acquisition by the industry to interpret as a customer's own multi-brand operating mode of the beginning.

In this respect, these people said that every customer is indeed trying to platform the model. "In the future, consumers will see more customers who can form complementary traditional brands into every guest's platform." "Take the sports class as an example, although every guest has already dabbled in the sports category of the own brand two years ago, but the effect has been poor, the introduction of Li Ning is a good supplement to every guest in sports goods." The person also revealed that the customer and Li Ning's cooperation is not simply a simple channel and supplier relationship between the two sides of the cooperation will be more than in the past other electric dealers and traditional brands of cooperation.