Electric dealers Crush Clothing Wholesale Market "Amoy goods" will become memories of the past

"This is the last year's sales, almost every day, the two years before the words sold 20,000 every day is more normal things." You look at this year, the good times are only six thousand or seven thousand Yuan, a bad day can only sell three thousand or four thousand yuan. I started a shop here since 2006, and for the first time in this situation, I had to stop doing this. ”

In Shanghai, seven PU road Clothing wholesale Market (hereinafter referred to as "seven Pu Road") Center of Hao Pu Wholesale city, a shop on the second floor of the elevator opened its account book, pointing to the year-on-year decline in the number of the "First financial daily" reporter said.

In fact, the bustling, noisy, everywhere "small cart + black plastic bag" standard clothing wholesale market, later may only exist in people's memory.

Earlier, a "Beijing Zoo wholesale market will be relocated, or drive hundreds of thousands of people to transfer" news has shocked the entire apparel industry. A number of people interviewed by the industry to the "first financial daily" said that the Beijing municipal government has made great determination to upgrade the industry, relocation seems inevitable.

Chief editor of the first textile network Wang Qian said to our correspondent that the wholesale market is currently in the overall contraction stage, the frequency of closure, emigration may be further accelerated.

And from another perspective, in the consumption of the upgrade, the impact of electric business, such as multiple factors, clothing wholesale market itself in the homeopathic and accelerated transformation, the future may be a facelift in another form to continue.

Sunset and the West sink

The seven Pu Road merchants in the interview, to the reporter calculate a sum: At present, shops per square metre monthly rent has exceeded 1000 yuan, about 20 square meters of shops annual rent of about 250,000 yuan, each month is more than 20,000 of the rental costs, "plus electricity, labor costs, according to this situation I can only sell more and more loss, Now I can't even ask the people who help to see the store and come to me every day.

In contrast, the same location in the seven-Pudong road but relatively remote the super fly Czech wholesale market, White horse mansion, etc. "First Financial daily" reporters in the White Horse mansion, although is in the wholesale peak before the spring Festival, but to the White Horse building procurement few people, the two or three floor has a large number of vacant pavement to be transferred, there are quite a lot of shops are directly rented by adjacent businesses for storage use.

Heard that someone asked about the shop, the White Horse mansion in a number of businesses have expressed their willingness to sell shops do not increase the transfer to reporters. One sales of high-end embroidery women's clothing company said it will focus on Alibaba's platform to carry out wholesale business, "the entity wholesale is now more and more difficult to do, or turn to retail, or to open shop."

In this respect, CIC Consultant Senior researcher Li Yuheng, "The first financial daily" analysis, although the apparel professional market volume has broken through 50 million square meters the year before last, but its market volume in recent years in fact in the shrinking, "this means that this kind of industry is gradually fading away."

Seven PU Road management staff also told reporters that 10 before the seven-Pu road almost "12 months are peak season", from all over the country buyers often crowded here, and now although the market capacity has become larger, but the number of wholesale market, and terminal sales have been sluggish.

"We are not afraid of the road is not good, but the industry is not good." The staff lamented.

Multiple attack.

In the case of wholesale business shrinking, merchants in the wholesale market have turned to retail.

Guangzhou White Horse Clothing Market (hereinafter referred to as "White Horse Market") Guangzhou is the size and volume of transactions are ranked first in the high-end clothing market. Before 2000, there were few retail concepts in the shops, and to buy a single item in the market, the merchant either refused to sell at all or at least 3~4 to sell at a price higher than the wholesale price. At that time, merchants would loudly tell such customers: "We are doing wholesale, not retail." ”

But in today's white horse market, almost all businesses are wholesale at the same time run retail business, although the retail price is higher than wholesale prices, but also maintained in a reasonable category.

White Horse market, a merchant told the "First financial daily", because every year July-September and before the spring Festival 1-2 months is the clothing retail season, the corresponding is also the off-season of the wholesale business, at this time most businesses in the market will do some clean-up inventory of promotional activities, the way is also retail.

The same situation also occurs in Haining leather City (002344.SZ). The main sales of leather clothing, leather bags in the wholesale market at the beginning of 1994 was also a wholesale as the main commercial form, but in 2001 after the first transformation has begun to expand the market space, to join the service function, enhance the proportion of retail. 2005, Haining leather whole moved to the urban district, only more than the pure wholesale business operators are concentrated in the EF block of several floors.

Haining Leather City Securities staff to the "first financial daily" said, Zero run is currently the main business model Haining leather, "The future certainly wholesale (accounted for) less and more retail, this is a trend of development."

In this respect, Wang Qian forward bluntly, China's consumption in recent years in the process of rapid escalation, consumption patterns have also undergone a very significant change. "Consumers on the personalized demand for clothing and brand awareness are more and more strong, clothing wholesale market products are mainly in the low-end, there is no longer a huge market in the past." ”

Li Yuheng also pointed out that the current trend of clothing branding is increasingly significant, and the development of brand clothing generally does not go through the wholesale link, products directly from factories, agents to sales outlets, the current clothing wholesale market has been increasingly not keep pace with the market development.

A well-known Apparel brand marketing department responsible to confirm the words of Li Yuheng: "We still have a number of dealers in the wholesale business, but later developed to direct in their own factory to hold orders, now is the terminal retail-oriented, even the order will be gradually diluted." ”

He further stated that China's apparel industry, the circulation of relatively long, high cost itself, before the market good, rapid growth, everyone can make money when it is okay, "but now the industry is more and more fierce competition, profits are very thin, the first consideration is to shorten the circulation link."

If all of these reasons have hit the traditional clothing wholesale market to some extent, the booming of the electric business has become the last straw that crushes the camel.

A wholesale market worker, who asked not to be named, told the first financial daily that the traditional advantages of low prices in the wholesale clothing market were almost lost in front of the electric business channel. "In fact, many people in our market in Alibaba and other business-to-business platform opened the shop, and some business than in the market, then who would like to do in the market." ”

Wang forward said, with the upgrading of the consumption industry, brand demand weakened, coupled with the impact of the electricity business, the overall size of the wholesale apparel market will continue to shrink.

Difficult transition

In recent years, Guangzhou has been in the city center of the professional market implementation of transformation and upgrading, has closed some small professional market, and the White Horse clothing market representative of the 15 model professional market is not in the closed list.

This is not unrelated to the white Horse market's proactive transition strategy.

Unlike a large wholesale market that has been forced to escalate under government power, the white Horse market has begun to take action almost as the market winds change.

Guangzhou White Horse Clothing Market Co., Ltd. Marketing department in charge of the first financial daily said that the rise of the white horse market from the proximity of the location of the railway station, early 90% are "on-site, cash, spot" "Three-present" transaction, the scene is more messy. And with the evolution of the consumer and market terminals, the current trading mode of the brand has been changed to include Monopoly, agent, retail, electricity, franchising, bulk, such as the combination of various modes of trade.

Take the market pattern as an example, prior to the wholesale market does not need too large display space, and with the increase in the retail ratio, the White Horse market from 2005 it gradually will be the original 8 floor of the warehouse all changed to clothing, and later upgraded to brand marketing area, promoting the merchant from the traditional wholesalers to the brand transformation.

The data provided by the White Horse market also show that from 2006 to now, the market has invested 10 million yuan a year to improve the hardware of the mall.

And in the promotion of sales, different from the general wholesale stores in the retail business restrictions, white horse market in the wholesale off-season will also be the initiative to organize retail outlets for clearance.

Today's white horse market has a total of 1100 businesses, more than 90% are owned brand manufacturers. From here the brand even includes Caesar, brother, Gloria and Dora and other famous women's brands.

In addition, the White Horse market has its own electric business platform-White Horse clothing network, trying to achieve offline entity stalls, online merchandise display, and on-site transactions complementary role.

And a more thorough transformation occurred in Chengdu Lotus Pool market. The Southwest's largest comprehensive wholesale market in early 2013 announced the closure, will be transformed into a retail-oriented Taurus City square, the lotus pool business. And almost at the same time, business-to-business online trading platform "Lotus Pool Network" announced the establishment of the original Lotus pool market businesses have settled in another way to continue to "battle the battlefield."

Li Yuheng said that with the increasing importance of electric business channels, the development of electric power channels has become the inevitable trend of clothing wholesale market, changing the booth-type developing route, improving the grade of goods, and strengthening the management of business mode is also the only way to change the wholesale market, which also faces many difficulties.

The head of the White Horse said before the production base of clothing in coastal cities, the wholesale market in these places also has a certain geographical advantage, but "as the production base to the mainland, the separation of professional market and production of more and more, which brings new challenges to the wholesale market in coastal areas."

In addition, the wholesale market how to develop electrical business channels are still in exploration, there is no more successful cases can be used for reference. The loss of price advantage, brand gradually obvious wholesale market can also be called "wholesale market", how to compete with traditional department stores, shopping centers and other issues are still to be seen.