Limited-timed special selling mode behind: Shoes clothing industry facing the itch of inventory

A large number of footwear industry inventory becomes a special selling mode of the big background

At the end of the vertical electricity business, the entire electric business industry is generally in torment, the only product will be the brand special sales of the site, in half a year, the share price rose 6 times times, to 2012 years of 692.1 million U.S. dollars of sales, achieved 204.7% year-on-year growth, and achieved the first quarter profit.

This model is not feasible in other electric operators? April, where the customer-prudential products on the site and sports brand Li Ning's limited time special selling has been the first to attract attention. It is understood that 19 yuan from the special sale will be snapped within more than 10 hours, sales were disclosed as "millions of". "We are willing to take every customer sincerity product 30 million actually buys the user, and each day huge flow share to the traditional clothing brand, we are willing to own not good at the category to open to everybody." "In April, in the fourth session of the 2013 China Footwear Industry Summit in Quanzhou held in the crowded venue, aged to a large number from the Jinjiang, Quanzhou, Shishi of traditional footwear brand manufacturers said."

Like the clear opening of the special sale mode, a few recent platforms to the "special sale" of the desire to pull a big offensive: Day Cat in 2013, the key strategy is to foster "brand special Sale", become the exclusive flow and resources; when it will accelerate the innovation of the Austrian channel, to lower the point of attack, the whole line below 30 percent clearing mode Poly-Mei Excellent products of the famous special selling will also be docking backstage, dynamic adjustment of inventory, cooperative brands can not warehousing; Jingdong Garment City in the frequent attempt to sell mode, the future does not exclude the special entrance to produce ...

In fact, the special selling mode is not new, the United States TJ Maxx and Ross, French Vente-privee has long been a very successful online sales model. And now hot behind the root is inventory, in the face of footwear industry in the past two years a large number of inventory crisis and the pattern of gross profit temptation, we began to itch itch.

Itch

It turns out to be true. To a certain extent, the support of the only products will now result, one is a large number of traditional brand inventory, and the second is the mode of special selling limited. When the only product will prove the value of the above two, from the commercial level of temptation began to itch, we all want to do.

Have to say the external environment is the clothing industry in the past two decades of inventory status. 2011, 2012 every customer exposure to the inventory problem, let old often go to South China to see a lot of traditional shoes brand, in addition to thinking about their own solutions, the old found that many big brand manufacturers in the past two years in the inventory problem than the guests only large.

In southern China, a large number of shoes in order to clear inventory to get cash flow, to ultra-low prices to clean up, "clothes 12 yuan A, T-shirt 5 yuan, I saw the most expensive is 36 yuan a sell out." "A person in the industry told reporters that in front of inventory, many brands have no bargaining power."

One of the contradictions is that many traditional brands want to maintain their own brand independence and value, not clear inventory does not significantly reduce prices. But when other similar brands reverse operation, a pair of conventional jogging shoes, for consumers, the higher the better the price, 300 yuan of the positive goods will be 100 yuan in the stock squeeze share. "You know, Li Ning used 1.8 billion to buy back his own inventory, touched a lot of traditional brand, everyone in the hearts of all the mixed emotions are very contradictory." "he said.

At the same time, Taobao has been the birth of the "small and beautiful" brand, with its own unique product design, flexible channels and rapid supply chain, production, a lot of sold out rate of more than 80%, the same in the squeeze big brand market.

"I think I learned a lot from Anta, PA, and the boss of the nine pastors, and the learning process finally made us feel a little bit, because we saw the boundaries of our ability, there are things we can do and there are things we can't do." "he said.

At the end of 2012, the fact that customers find the time limit in their inventory processing can be done-especially if you have the scale of the structure, the technology, and the volume of traffic that is large enough.

More than just visitors to see the market, the larger opponents of the cat is also in the rush to pave the road. Cat 2012 overall turnover of more than 200 billion yuan, the cat garment industry more than 70 billion yuan sales volume, accounting for more than 1/3.

In the fourth session of the footwear industry Electric Shangfeng Meeting, the cat's vice president of the Dragon also focused on the garment industry tail goods and inventory strategy.

"A lot of traditional brands do e-commerce at present the basic strategy is to put the new products into the line to sell, should be placed in the season of the Cat platform channels, to the end of the goods to find a sewer digestion, funds back." He said that on this 2013 day the cat will launch a full link strategy, which has a brand-new platform "brand special sale".

Tail goods and inventory as a commodity chain end, backed by Alibaba's huge flow of resources, layers of digestion. The specific strategy is that the branded selling platform will provide 3 important exclusive:

One is the exclusive channel, the resources are completely independent of the import, the brand price and information will not affect the flagship store, that is, behind a shop, the front is a number of different entrances to avoid price impact on the brand positioning problem.

Second, the exclusive flow, according to the introduction of the Dragon, the cat will spend a lot of resources this year to the brand special sale channel, "any one channel from scratch, I believe this in the Internet is very worthy of attention." "he said.

The third is the exclusive service, the original concept of the platform of the cat is a merchant to sell their goods to open shop. The special sale part can integrate TP to provide the whole related service, whether from photograph to sale.

The pressure of the product?

Before this, there are insiders predicted that the only product will model in the future and the days of the Cat Jing-dong platform, there will be a war.

In fact, the only product will have established its own threshold. The use of high inventory to play a differentiated route, of which sales 60%~70% from the 234-line city, highly covered South China. But the main attack on the one or two-line city of the Cat Jing-dong, its electric business channel sinking is inevitable trend, still sooner or later will encounter. This will naturally be expected.

It seems to be quicker than I thought.

The traditional offline inventory has a long history, and inventory is not likely to disappear. Industry, a new clothing to the season 30% of the inventory is normal, even 50% is not uncommon. Once the market discounts, floats, and the Austrian form are all born. Nowadays the channel of Internet replaces traditional channel, change the structure of commerce. Only the model of the product will be seen in the industry value. But is it sustainable? The sale mode of the stock, the efficiency is very high indeed. Once everyone has come to eat inventory, will the squeeze come quickly to squeeze a pattern? The same as the original group purchase of the Thousand-group war.

According to earnings, the 4th quarter of 2012, only the net revenue growth of 184.8%, to 299.6 million U.S. dollars, the first time to achieve a quarterly profit, net profit of 6.3 million U.S. dollars. The traditional origin, Shenya founder, said that the discount retail market is extremely large, 2013 China's clothing sales of 2 trillion yuan, 2016 may return to 2.7 trillion yuan. "In fact, like this stock market is always there, the Chinese market is estimated to be higher than the United States apparel market inventory, according to 20% estimates, the entire Chinese inventory of 400 billion yuan, 2016 500 billion yuan, we do not worry about the ceiling." ”

Some people would describe the advantages of the only product: 4 million active users, they are very direct to stimulate the user to consume this piece to do very well, customer stickiness is very high. Prior to the listing, the number of repeat customers from 2009 to 2011 was 14,000, 200,000 and 900,000, which accounted for 36.8%, 56.2% and 60.6% of the active clients, respectively, 66.2%,86.7% and 91.9% of the total order quantity. After the listing, and the user's repeat purchase rate can also be rushed to 70%.

The founder of the traditional footwear industry has sufficient background and understanding. According to the electric shock will founder Shangxiang Micro Bo revealed that only the goods will now be 150,000 per day, every guest is 60,000 single.

"Only goods will rely on the volume of strong, mainly consignment, a small buyout, and suppliers between the bargaining power." According to the research of GF Securities, there are two specific ways: one is the supplier pricing, the company commission, clothing 30% or so, 2012 buyout Adidas made 46% of the gross profit margin; another way, the supplier to the company to set the settlement price, the company set its own price, gross profit margin has room for promotion, sales time 5 days, There is a buying concept.

But when the big players join the battle, whether they can still maintain a high rate of growth, many people still doubt. "Not long ago, only the goods will be completed a round of additional financing, do not rule out the first quarter of the quarterly earnings are good for this, but also high customer price." Shares fell normally in the first quarter of 2013. One analyst said, don't be deified.

March, only goods will be 24 U.S. dollars per share price sold 7.2 million shares of the United States Depository Shares (ADS), additional financing of 91.92 million U.S. dollars. Of these, USD 70 million will be used for the expansion and construction of the company's logistics and warehousing centers, and 10 million dollars will be spent on basic investment in the company's IT systems (including mobile technology inputs).

The dominance of the Internet also applies in the electric business circle. Dangdang Guoqing said, "Now the only product will be, like 3 years ago Dangdang to the attitude of the book-they everywhere fortification, he has the money can buy more clothing brands, and more than three or four line brand signed exclusive sales." But you know, all of this is unstoppable. ”