Question on the sustainability of the sale mode of domestic electricity dealers in the tail goods market

BEIJING, May 9 (It channel Panda) with the only product will be "special selling" mode gradually hot, a large number of domestic electricity Shangdou successively joined this field to start the competition. When the strong intervention, as well as the careful layout of Beijing and east, have set off a new round of price war trend.

At present, the majority of electric dealers love the "special selling" this model is mainly due to the apparel industry's high inventory pressure, the home appliance dealers fancy this huge market. But there are also arguments about the sustainability of this model.

When the menacing

A few days ago, dangdang "tail goods sinks" Famous special sale channel officially on line, the product is known as 30 percent caps, the first day of participation in the sale of brands including Lee, Levis, Mo&co, ZARA, Gloria and Adidas, Nike and other shoes.

It is understood that Dangdang is carefully prepared for more than a year after the launch of "tail goods sinks", guoqing that the domestic famous selling market mature time has come, the end of the 30 percent cap will further pull down the price of famous special selling.

Dangdang vice President Deng said, and Dangdang department store's overall positioning consistent, tail goods will also be positioned in the high-end, take the boutique tail goods selling routes. Online retail is like a flock of birds of a feather, the high-end brand in particular want to have a match with their brand positioning of the store atmosphere, high-end brands are adjacent to each other, customers do not wander up. Three or four line of the non-well-known brands, temporarily not in the end of the invitation list.

and Dangdang to the special sale of goods named "Tail goods sinks", and "only goods will" homophonic the same, this clearly shows that Dangdang's purpose is to join the market competition in special selling goods.

From the current point of view, Dangdang accumulated over the years to the high-end target crowd, coupled with the low price of Dangdang image, clothing high-end positioning, from these aspects of "tail goods" rapid access to the market are their own advantages.

Electric Business observer Ruzenwang that limited-limit special selling mode, do not worry about the backlog of goods, and can be made according to order volume, fast forward, so can achieve C2B pre-sale, thereby reducing operating costs, gross margin will also be higher.

Or trigger a new round of price wars

Prior to that, all the guests and Li Ning's special selling activities have also been successful, Li Ning joined hands with the "flash purchase" to inventory, in 19 yuan from the substantial concessions, 18 hours after the product sold out, the original 48 hours of special sale than planned 30 hours before the end of the plan.

In this respect, the electric business observer Ruzenwang on Weibo said, the domestic clothing inventory crisis has not been lifted, so the opportunity to sell inventory is very large, not only a product will be done; the customer is very sticky and loyal to improve the user structure, special selling is conducive to the open platform of the scale of exerting force and investment system.

Recently, there is news that Beijing East or will immediately wade on the line of special selling mode, the interior of Jingdong called The Flash Regiment. A supplier disclosed that the model by the Merchant to report products, the requirements are famous and ultra-low prices, and then the interior first screening, and finally through the method of comparison to select the lowest price.

Obviously, due to the accession of many electric dealers, the special selling mode has become the focus of the industry in the near future, and the Beijing-East intervention may be the price to achieve "extreme", it is not difficult to imagine, the new round of price war, or will be in the "tail goods" selling market.

Doubt about the sustainability of the sale model

It is understood that attracting many domestic electric companies to join the "special selling" mode is the reason for the current domestic apparel industry's high inventory pressure. "To inventory" has become the key words in the apparel industry, but also become the electric business platform to kill into the tail goods in the field of the big background.

Some insiders pointed out that apparel enterprises inventory accounted for the production of 5% to 8% is a more reasonable level, but at present many clothing brand inventory of more than 30% of the production, almost accounted for its sales of 1/3, has affected the operation of some companies, and even face the risk of closure.

However, the business model of the only product will be very big, but the sustainability is not clear, the future of development is still a long way to go. In the future, the clothing industry's high inventory pressure once eased, the tail goods special sale mode will be affected.

Only products will be "anti-encirclement"

On the one hand is the aggressive momentum of competitors, on the other hand, the only product will be as a vertical electricity quotient, its high flow cost, access to new users more expensive, while the loyalty and transfer costs are very low. In the face of the pressure of several other electric dealers ' price war, the only product will be able to successfully "anti-encirclement" has suffered some doubts from the industry.

There is a point of view, only the product will be small, difficult to fight the market competition, and the threshold of the Flash purchase model is not high, it is difficult to stop the competition to enter. Facing the all-inclusive platform electric business, some eager to clean up the inventory of the brand merchants inevitably, switch to the arms of large electric dealers.

However, the only product will be the director of Liu Xing, only goods will be a winner-take-all business model. If a special sale website can deal with the tail goods of the brand, it is difficult for them to find a second cooperation, such transfer is negative effect.

Chairman Shenya also said that the only product will be able to copy the model, but the product will have been done relatively large, if the copy from the beginning takes time. For consumers, the brand effect has been established, and the good relationship with the brand is not new entrants can immediately build up.

Dangdang CEO Guoqing that, including the days of the cat, when the platform to enter the garment market, the only product will constitute a certain impact. But as long as the only product will adhere to the vertical field of the road, adhere to the clothing tail goods selling mode, will still be small and beautiful alive. Conversely, if only the goods will be for the big, expand to sell new products, sell the whole category, will pay a great price.