Apparel industry to stock The sword refers to the electric dealer

This issue

Since last year, the clothing industry has suffered a high stock survival crisis. A few days ago, the third China Footwear Industry E-commerce Summit held in Quanzhou, many shoes and clothing enterprises to discuss the way to inventory, and the electricity quotient is considered to be one of the important choices. The road to the stock to the electric dealer, the way out or lost? The reporter invited the industry and experts to discuss.

Guest of the Year

The president of Guangdong Clothing and apparel Industry Association

Liu Yuesi

Deputy general Manager of Jeanswest International (Hong Kong) Limited

Liu Weiwen

Current Moderator

Moderator of this issue:

Nanfang Daily reporter in winter snow

Clothing Home Products suitable for electronic commerce

Moderator: How do you see the high inventory problem in the apparel industry? Is it the only way to clear the stock through the electric dealer?

Liu Yuesi: Inventory Backlog is an industry issue. Therefore, the change traditional marketing way is placed in front of the clothing industry urgent matter.

With the help of electronic commerce not only enhance the profits of enterprises, but also helps enterprises to transform and upgrade, change the past batch production mode, realize the customization of production, the focus of the enterprise also shifted to product services, brand and innovation, thus further enhance the value-added products.

Clothing home accessories Suitable for grafting e-commerce based on the following reasons: first, the characteristics of apparel products are the pursuit of novel fashion, network diversification of the source is the natural advantage of online shopping apparel. Second, clothing products are not easy to damage, not easy to expire, small size and other characteristics, in the logistics also occupy the natural advantages of the network shopping affect a lot of logistics problems, in the clothing does not constitute a bottleneck in the development. Third, the market size of apparel products is huge.

At present, most of Guangdong's clothing large enterprises have begun to implement E-commerce, do more successful have jeanswest, to pure, European Time Force, brother and other big brands. Even the traditional channels of clothing enterprises, they will set up on the one hand to establish an official website to display corporate image, on the other hand with the help of Third-party Mall online retail. At present, many shopping sites, for the Guangdong apparel industry, the majority of the current still focused on Third-party platform sales.

Liu Weiwen: Jeanswest business has been mainly for the self-employed shop, accounting for about 70%, franchisee accounted for only about 30%, so the situation of inventory squeeze is not serious. However, from 2012 's point of view, our inventory has improved, but basically in controllable level.

From my understanding of peer inventory backlog, I think it is mainly due to the following two reasons: first, the entire industry in early 2012, the market environment is expected to be more optimistic, and production is a certain period of time, which led to the emergence of inventory. In addition, many brands in order to develop will take the main mode of operation, so that the development will be faster, but the problem in its controllability is not much. Some companies in order to increase performance will allow franchisees to increase the order volume, resulting in a backlog of channels in the inventory is also more.

Although the Jeanswest inventory pressure is relatively not large, but from our experience, the development of E-commerce is a better business sector, the role of the clear inventory is obvious.

We are in September 2009 Taobao opened the first flagship store, in 2010, "Double 11", we found that the potential of the electric business is very large, the same day to do 10 million of the business. Then we set up the E-commerce department. 2011, we have done almost 120 million yuan of electronic commerce, and 2012 did 200 million.

The level of electronic commerce in garment enterprises needs to be improved

Moderator: What is the biggest challenge for the development of the current apparel enterprises?

Liu Yuesi: Guangdong Apparel Electronic commerce is developing rapidly, but there are still some problems. First, the application level of e-commerce in apparel enterprises needs to be improved, and the number of E-commerce platform and leading enterprises can lead the collaborative development of industrial chain. Second, the development environment of E-commerce is not perfect, the construction of credit system needs to be further strengthened. The third is the lack of docking platform between the garment enterprise and the electric business cooperation. Four is the electronic Commerce Design service, the technical service, the talented person training, the outsourcing service and so on public service lacks the conformity, the supporting service system is imperfect.

Liu Weiwen: There must be some. First, inexperience. Our internal implementation of the electricity business, not a correct understanding, just according to the experience of operating entity stores to operate. Later, we found that online sales are not displayed and many other restrictions.

Another big challenge is the traditional channel's resistance to online channels. Traditional channels that E-commerce is done, the real store sales will have a great impact.

Moderator: How do you think you should deal with the conflict between the electric dealer and the offline sales? What is the company's experience in this respect?

Liu Weiwen: The method of Jeanswest is to set up electronic commerce to receive a single center, the goods by the entity shop to send, the entity shop as long as pays a certain service fee to the electronic commerce to receive a single center, after the profit all belongs to the entity shop. In addition, the same product, E-commerce and physical store prices the same.

Liu Yuesi: Clothing E-commerce Development presents problems and difficulties, only through the establishment of professional apparel E-commerce headquarters base to cultivate a number of powerful e-commerce enterprise groups, can also be nurtured from the local leading enterprises. The core part of electronic commerce is three pieces: information flow, capital flow and logistics. To create "E-commerce headquarters base" can let "three flows" gather, smooth up, on the one hand into the city can solve the obstacles to the development of Guangdong Apparel industry barriers to information exchange and the accumulation of talent, on the other hand can reduce rents, human resources recruitment and other aspects of costs, at the same time the Logistics warehouse It can satisfy the special demand of the electric business enterprise to the logistics distribution.