Special sale-Only for market

Micro-signal: Zhang Jianseng

Already listed in the domestic electric business enterprises, in addition to the Beijing-east, only product will, Poly-Mei excellent products can be said to be the two companies, only the stock price from the lowest 4.25 U.S. dollars to the current 221.42, Poly-Mei Excellent products in the listing within a short period of three months from the issue price of 22 dollars rose to 37.1, up to 68.6%. In the just released two quarterly earnings, the poly-US excellent product turnover rose 64.3% to 289 million U.S. dollars, gross margin reached 46.3%, net profit of 19.195 million U.S. dollars, compared with the same period last year 18.58%.

Only the product will, Poly beauty Excellent product of the special selling mode not only maintained a high speed growth, also broke the electricity business continued to lose the situation, the special sale is therefore favored by many household appliance business enterprises, when when "tail goods sinks" channel, jingdong "Flash buy" channel, successively on-line, and maintained the growth rate of more than 100%. So, is the special sale mode really is the electric business enterprise quickly stand out the sharp weapon?

The pattern of the sale is fundamentally consistent with the supply and demand of the market, network-Limited special selling mode originated in France, Vente-privee.com is the first high-end clothing brand for the main products of the special sale site. This model is a brand and consumers in the pursuit of the reason is that on the one hand, brand suppliers, especially clothing, shoes and hats products brand, has a large inventory pressure, this kind of high-end products generally represent the trend of the market, in product updates and market trends rapid changes in the process of a large backlog of inventory, Existing offline channel main focus on selling current mainstream products, the ability to digest historical inventory is limited; On the other hand, because the high-end brand price is high, many consumers have limited ability to buy, in the mainstream consumption period products generally no discount or very low discount, ordinary consumers can not afford such a high price, So lower discounts are an important consideration for many ordinary consumers buying high-end products.

The special sale is the organic combination of brand and consumer's common demand, that is to help the brand fast digestion of inventory, clothing and other products due to higher gross margin, even 20 percent, 30 percent sales brand is not a loss, but also enable a large number of consumers to a reasonable price to buy a favorite products. According to the data released by the Chinese market in 2013, China's sales volume amounted to 37.8 billion yuan and 2016 to 181 billion. Only goods will occupy 38.1% of the market share.

Therefore, the premise of the special selling mode becomes the rapid change of inventory pressure and consumer demand for the product. These two points together determine that the sale does not apply to all websites and products. In many products, female supplies, especially clothing, is the most consistent with the above two characteristics, in the year clothing, bags have a significant seasonal, and each season has a clear trend of trends, different seasons or the same season of different years of clothing will not appear in the normal sales process, All channels will be the main sales of the current mainstream products, so the short life cycle of clothing products caused a greater inventory pressure. Female consumers tend to have more sensory experience in their shopping habits, for the pursuit of high-end products have an unusual interest, according to the 2013-year network of men and women sex online shopping products Top10 category, female users most often buy products are clothing, shoes, hats, bags, etc., accounted for 41.3%, Male users are also the most frequent buyers of such products, but the ratio is only 28%.

Therefore, the special sale mode of the user group mainly female, this is the only product will, Poly beauty Excellent product success key, the user determines the product.

In the rapid development of the special selling mode, many imitators, but the distance only products, poly beautiful products, the gap is larger, then whether the sale is a model can not be copied? The existence of a special sale, which is actually used still is the price means, binding the consumer and brand, unless the establishment and brand of exclusive cooperation relationship, otherwise the operating model is easily imitated by other competitors or even beyond; sales of products to high-end female supplies, such products, the market demand is strong, The ability to obtain High-quality brand business resources has become a special selling site, one of the core competitiveness. With quality products, the transformation of consumers is relatively easy.

Special selling is only one of the many modes of electrical business, and can not become the "lifeline" of all enterprises, its rapid development is only a specific stage of performance, because the electricity market is still in the overall rapid growth process. Each business model has its own unique attributes, with female users, female high-end brand for the user, product characteristics of the special selling mode, also can not be unchanged, in the rapid market changes in the process, tail cargo clean-up can only be short-term market behavior, to obtain long-term sustainable competitiveness must be to derivatives and the development of new brands.