Clothing operators face online shopping troubles: NET selling price is lower than the purchase bid

Yi Shi for online shopping, many people are love and hate.　　In the apparel industry, which is the easiest to combine with electric quotient form, whether it is clothing distributor, entity shop owner or brand Enterprise, it is experiencing the labor pains of the channel pattern fission.　　Distributors: Net sales price is lower than the purchase bid is also low since 2005 to join Li Ning, experienced from the peak to the trough of "Waterloo", a county of Li Ning Distributor, the most painful now is the rise of the electrical business of the real store business "blatant" squeeze.　　This September, Li Ning's official shop "Li Ning official Mall" played "980 yuan consumption, again shopping 55 percent" discount, including many of the season's best-selling goods. "55 percent is in line with the discount I bought as a Tice, or even less than most distributors ' purchase discounts, which gives us a good distribution?" "Not only that, the recent official mall in Li Ning link on the home page also appeared on campus agent business, the discount to students is also 55 percent or even lower supply prices." Most regional distributors are close to 60 percent.　　"Another Li Ning's distributor also to the reporter big vomit bitterness, because the line channel's discount and the price has been lower than the distributor's purchase price, causes the Distributor to survive the pressure to aggravate, some distributors have to close partial offline entity shop."　　In fact, not only is Li Ning, more and more brands in the expansion of the online channel has touched the interests of some entity operators, especially to the third line or even the following three cities, the distributor impact is most obvious. Clothing owner: The entity shop to continue to open the clothing entity shop is gradually becoming a consumer's dressing room, some customers will try to wear in the shop and then to buy online. Do you want to do the real store?　　This is a "from Wuhan", Miss Liu's distress. 2005, Ms. Liu opened a family of baby supplies Taobao store, three years later, the shop's annual sales of millions of dollars, Miss Liu at the same time in Wuhan's bustling Xu Street, rented a roughly 60 square meters of conspicuous façade open entity shop, then rent less than 5000 yuan/month, by 2009,　　The monthly rent of the store rose to 7000 yuan. In the past two years, Miss Liu began to have a headache: the real store sales significantly reduced to last year nearly two-thirds, the same style of products, why not choose a more price advantage of the net shopping?　　The same brand of products, prices will be low 10%~30%, not to mention Taobao many brands are still authorized authentic. Earlier this year, Miss Liu transferred the original façade, the choice of a slightly far away in the secluded areas of the rental shop, shop area also reduced to less than 40 square meters. "It's all used for stacking, this façade is more like a warehouse."　　Brand Apparel Enterprises: Online under the impact of online shopping, many apparel enterprises to take the online purchase, offline service mode, both stable the original sales channels, but also on the line to recruit more customers. But this is not necessarily a good idea for big brand clothing makers.　　Because, once the entire paragraph on-line, easy to reduce the brand. As a brand maker, the leastWhat you want to see is a replay of the price wars online, but this is inevitable in today's internet shopping market. Ningbo, a large apparel group in 2008 "NET", has now implemented a full brand online. "We have only used the electricity-business platform as a clearing stock, and we haven't found a better way to operate it," one of the group's people told reporters recently.　　"In the product structure, the company to clear every year inventory mainly, this part of the product accounted for all the online sales of 90%, the remaining 10% is to try the nature of the line under the synchronization of new goods."　　Seven wolves related people also mentioned that the line under most of the products can not be consistent, online products, if the discount too much, the channel will inevitably have contradictions. At present, the Seven Wolves network channel system by the flagship store, large distributors, stores and Factory shop mix. But there are some problems, such a rapid development of the "Wolf Group" does not form a coordinated combat capability, due to the category and style of conflict between them, there is still a price competition.