Maybe the tail is the next gold mine in the electric business, please enter early

In China's streets, you can almost see the "tail goods", "limited sale" or similar signs. Maybe soon, you can see it on every big electric platform.

It is the 2012 shoe industry's high inventory that makes these electric-business platforms flock to profits. Data show that the current textile and apparel industry listed companies have released last year's annual report of the total inventory of 57 billion, which and Jingdong Mall last year's total sales volume is roughly flat.

Such a cake has to make people's index finger big move, the electric business big guys are rushing to inventory accumulate obvious Quanzhou try a piece.

Dangdang CEO Guoqing led 8 investment manager, outside the Quanzhou also visited Shenzhen, Quanzhou, and every customer prudential product CEO aged more than 10 people with the team to participate in the Quanzhou held in the "China Footwear Industry Summit Forum", and even the evening also deliberately held "every guest Night"; On the same day, Taobao, Jingdong, Amazon and Tencent Electric business, They sent at least vice president level executives to Quanzhou.

In these industries before the big Boss, only the goods will already through the limited time special selling mode to show people the domestic inventory industry chain has how big nuggets space.

But before the market matures, many electric dealers have to face the original problem of the tail goods market, such as poor quality, legal supervision blank, fake rampant. What's more, with the improvement of production management level, the industry can also produce quality of tail goods people doubt.

Perhaps the tail cargo is the next gold mine in the electricity industry, but this gold production is not high, interested "miners" also please enter early.

The chance behind the danger

If give 2012 years of Chinese footwear industry next keyword, no doubt not inventory. At the end of last year, there was a lot of talk about "three years of stock selling". Although some brand bosses have refuted this view, the idea of a large number of tail goods on the market is still certain.

It is clear that the 2013 to the footwear industry's biggest task is to inventory, but how quickly digest inventory, recovery of funds at the same time can also ensure the smooth management channels and the price system is to improve the brand must consider the issue.

Quanzhou is China's many footwear industry in the city's typical representative, Quanzhou sitting in textile and apparel and footwear industry two hundred billion industrial chain, only Jinjiang has more than 3,000 footwear enterprises, annual output of 1 billion pairs of shoes. Data show that at present, Quanzhou sports shoes, casual shoes, wool clothing online sales accounted for 70%, 55%, 68% respectively. But last year, Quanzhou shoes clothing industry inventory of more than 10 billion yuan, which makes Quanzhou some small and medium-sized shoes clothing enterprise development difficulties.

Amoy Shoe NET Chairman Wang Dongzhu said, for shoes and clothing enterprise High inventory reasons, his judgment has two points: first, the decline of foreign trade orders to the domestic production of spare capacity to transfer home, after a variety of new Amoy brands with Taobao and other platform volume growth, erosion of the domestic brand market. "As far as domestic consumers are concerned, loyalty to the brand is also low, low price as the starting point of choice of goods, leading to a premium capacity is not high brand, product inventory"; The second is the rapid development of E-commerce in recent years, nurturing the consumer's buying habits, when this group of people like to complete the online purchase behavior, But most of the brand companies did not keep pace, leading to the development of online products and consumer preferences disjointed.

Some industry experts said that the footwear industry products homogeneity, price close, industry growth by the limits of channel growth and inflation, purchasing power decline and other factors, resulting in inventory. Another reason is that the brand of footwear expansion faster than the market growth rate.

What is more frightening is that inventory pressure has been transferred from the first-line brand to the two or three-wire brand. Because the first-line brand's tail-goods output has reduced the demand for the two or three-wire brand, so that their inventories are starting to grow.

Many traditional enterprises began to focus more attention on the electricity quotient.

At the fourth session of the China Footwear Industry Summit Forum held in Quanzhou, ANTA chairman Dingzhizhong admitted that three years ago, Anta believes that the development of the electric chamber and offline sales has a great contradiction, so has been taking a wait-and-see status. But later found that the electrical business development too fast, in the case of increased inventory, the rapid growth of online sales, so that Quanzhou shoes clothing enterprises realize that this business model change is no one can resist. "Electric business will become an important business model in the future development of Anta, I personally grasp this piece, this year's goal is to establish the electrical business model and standards, lay Anta in the electric business in the river status." ”

Quanzhou Shoes Clothing Many business owners said last year's "Double 11" big promotion, deeply shocked them. It is understood that last November 11 Taobao day cat sales, Quanzhou shoes clothing enterprises outstanding performance. The Seven Wolves final sales breakthrough 50 million yuan, special step breakthrough 20 million yuan, nine Shepherd King, the Company, Anta, 361 degrees and other brands also all break through tens of thousands of dollars.

Seven Wolves chairman Zhoushaoxiong said, Quanzhou shoes clothing industry is suffering from high inventory problems, but Quanzhou shoes and clothing enterprises to develop the biggest challenge is the current electronic business platform is not standardized channel management difficulties. Brand new and often changed the rules of the game people a little understand, seven wolves will embrace the attitude of learning according to their own brand characteristics into the torrent of electricity, speed up the online sales of seven wolves, with the help of the electricity quotient, to maximize inventory.

Each platform starts

In the shoes clothing enterprise Storehouse Mountain of stock lets the electricity merchant rush, at the end of last year a media to originally the secret tail goods channel description as well as only the product will success is lets the electric business platform madness.

Cat Clothing Division general manager of the fourth session of the Chinese Footwear industry E-commerce summit revealed that the 2013 cat will focus on creating a "brand special selling platform", mainly used for brand sales inventory, the tail goods.

The new platform will have a dedicated channel, dedicated traffic and dedicated services, said the dragon. The "brand special selling platform" in the commodity price system will be differentiated from other channels, low prices will not affect the brand flagship store merchandise sales.

In addition, the cat will also be targeted at the platform to integrate specialized service providers to help brands better digest the tail goods. Those who participate in the brand special selling business, if the merchandise sales is poor, the cat will also help its integration Consumer-to-consumer end, multi-channel sales.

And some shoes clothing industry's vertical electric business website is not backward. To last year's turnover of more than 200 million yuan Amoy shoes network, as an example, according to the website Chairman Wang Dongzhu introduced, Amoy shoes network does not position itself as a sales platform, but to the business model to do a further extension--for Dangdang to provide 20 of shoes clothing products on behalf of the operation. Not only the upstream of the shoe customer's commercial value of deep excavation, but also to borrow a large platform to become a link.

has been in the apparel industry development of all customers prudential products are also open their own platform to accept more products to enter. Old said: "Every customer prudential products to know what they can do, can not do anything." We are willing to give up what we can not do, to all customers sincere product 30 million actual purchase of users and traffic and traditional clothing and apparel brand to share. ”

In the footwear industry has been the saying that new products online to sell, mature products and should be Tipin online and offline at the same time to sell, over the season and tail goods to find a "sewer" for dumping, but now the pressure of high inventory to the original "sewer" overwhelmed, perhaps the electricity business can find a better way to withdraw funds.

Pattern remaining risk

In Quanzhou, a number of small and medium-sized footwear business entrepreneur to the author that the current apparel enterprise Sales Inventory has a complete industrial chain.

A professional engaged in the recovery of inventory apparel business owner of the author said that the main work of the enterprise is to collect Quanzhou of the large shoe clothing enterprise inventory and a large number of recovery, and then classification of clothing, respectively, through the physical tail of the goods market or electric dealers to sell. But it also to the author that the current inventory of clothing is basically packaged for sale, quality control is difficult to be resolved.

and enter the tail cargo market to pay attention to the issue of the site, although there are only quality cases in the eyes, but to the representative of the group buy station is the consumer buckle low quality of the hat.

A lot of little shoes in the business owners have said that the current cost of the company has basically become a clear inventory of the tool, but with the collection of cost-effective fees and charges, many businesses in order to maintain profits, sales of some problem products.

It is not clear whether the electric business enterprises in the tail-goods industry should face such problems.

What's more, in this industry, there has been a giant survival for many years, this is the entity tail goods market.

At the end of last year, the country's largest tail goods market opened in Beijing's summer Hutong, its total investment of more than 40 million yuan, commercial area of more than 40,000 square meters, set up more than 2,500 booths. The author used the weekend to visit more than Beijing tail goods market, it is understood that the end of the goods market shoppers have the idea that they belong to economic consumption, shopping is to meet the needs of the dress, do not care about the market environment, as well as sales services, as long as the clothes style like, quality assurance, especially affordable, they will buy. Moreover, after the establishment of the tail goods and brand Trust, will often patronize. At present, the Beijing tail goods market has reached more than 20, it is estimated that million Liu flagship store annual sales will reach 3 billion yuan.

In recent years, many large merchants have spontaneously organized a group called the "Tail Cargo alliance", and Guangzhou, Fujian, Shanghai and other manufacturers to interact, through the manufacturers of the tail goods supply, tail goods market by the tail cargo resources and the radiation around some areas of the tail goods supply, the use of the three-way, a lot of tail cargo resources to concentrate, Sufficient to support the gross volume of the tail goods market. At the same time, the market positioning is not limited to clothing and shoes and hats, but the home textiles, commodities, stationery, hardware and other such products are not limited by the shelf life of goods concentrated.

In the rapid development of E-commerce, many distributors in order to balance the interests of the line channel, often over the season and unsalable goods on the line for sale. But the stock pressure that broke out in 2012 has allowed some new products that haven't been on the market to come online soon, and the conflict between the channels is spreading because of the demand from the electricity dealers for lower pricing than offline.

And manufacturers of a large number of inventory will be due to the industry's rising management level and gradually fall, in the present batch of relatively high quality inventory after the liquidation, the future of the tail goods market is not to be expected.