Electric dealers squeeze traditional retailing: hard to reconcile online and offline channels

"For all manufacturing traders to know that the situation has changed today, the war may have begun for the traditional industry." In the eyes of Jack Ma, Alibaba Group chairman, the Day Cat Shopping Festival opened a new marketing model to the traditional marketing of the war. For traditional apparel producers shrouded in falling performance and high inventories, "Double 11" sales are unthinkable in the traditional marketing model, but it seems to be a thirst. Gongchenglvede's electric quotient is superior, the clothing merchant is mixed with this love and hate.

19.1 billion advance the demand?

This winter physical store will be more worrying

In the list of the Amoy Army, clothing shoes and hats became a "must purchase items", in addition to the rigid demand of the season, there is also a very important reason for most of the clothing business discount is real, deep in the high inventory crisis of clothing enterprises in order to digest as much as possible, do not hesitate to vigorously improve promotional efforts, which is also savvy consumers to capture.

Early in the "Double 11" before the arrival of the prospective father Mr. Liu to pay the treasure in the early filling, however, he was in the "double 11" that day to find their plans to buy milk powder, diapers only a very small number of goods symbolically played 50 percent, and "these very few sources in an instant was snapped", Mr. Liu was forced to fight clothing shoes and hats area, because " Only clothing discounts are real 50 percent, and abundant supply. ”

Earnings showed that textile and apparel key companies in the first three quarter net profit fell 13%. End-consumption continued to slump, making some companies continue to deteriorate, accounts receivable and inventory has risen, E-commerce site carnival-like promotional war seems to be the most obvious effect of inventory clean-up "magic weapon."

However, the apparel industry's high inventory crisis is not one or two promotions can be resolved, after all, high sales only concentrated in several well-known clothing brand flagship store. and "Double 11" discount promotion also brings another big hidden trouble sales of hot growth has advanced the consumer's shopping enthusiasm and demand, this winter physical clothing store sales will be more worrying.

"The effect of fitting room" is popular

Online and offline channels are difficult to coordinate

White-collar Lianwiwi used to be a regular at the mall, keep every two weeks to go to the frequency of Xidan, but two years ago, Lianwiwi consumption patterns have changed still frequent access to the mall, but only to stroll do not buy, try the good clothes and then go online to buy, "the price can be at least cheap 30%." And like Lianwiwi abandoned shopping malls to the net to buy a few people. This phenomenon is known as the "fitting room effect" by insiders.

"The huge difference between online and offline prices has led to this phenomenon. Magang to reporters that the line to rob passengers play low price, greatly impacted the physical store sales system. In addition, the channel confusion is also a key reason, "different channels have different ways of handling, pressure is not the same, the practice is not the same." For example, a pressure is big, 50 yuan to sell, and b pressure is not so big, will sell 80 yuan, anyway is a kind of impact. ”

For traditional clothing enterprises, the electric business let them love and hate intertwined. Because it can broaden sales channels, but also as an important channel to digest inventory.

However, the impact of the electricity business seems to be even greater. A typical example is Li Ning. Since September, Li Ning has used its offline channels to promote online shopping malls, while the low price discounts on online sales have affected real-store sales, and Li Ning's distributors have complained a lot. Although Li Ning Company vowed that the real store in Li Ning Company's importance and the core status can not be shaken, but the line under the friction is still no sign of abating.

In fact, Li Ning's troubles are the whole industry, the clothing industry is now facing the line and the two major channels of sales coordination problem the rise of the electric quotient to a certain extent led to the stagnation of the offline sales, how to rationally use the advantages of electric power into each garment enterprises to conquer the difficult task.