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Shoes And Clothing Industry In Quanzhou Is Suffering From High Storage Problems.

2013/4/25 9:52:00 79

in China's streets and alleys, you can almost see "tail goods", "time limit sale" or similar signs.

Perhaps soon, such a scenario you can see on the big business platform.

the profit brought by these electronic business platforms is the profit of 2012 a href= "//www.sjfzxm.com/news/index_c.asp" > shoes and clothing industry < /a > high inventory.

Data show that at present, the listed companies in the textile and garment industry have published 57 billion of the total inventory in last year's annual report, which is roughly the same as the total sales of Jingdong mall last year.

such a piece of cake has to cause people to make a big move, and the big business people are rusing to inventory. Obviously, Quanzhou is trying to get a slice of the cake.

Dangdang network CEO Li Guoqing led 8 merchants managers, and also visited Shenzhen and Quanzhou outside Quanzhou. However, CEO showed a team of more than 10 people to participate in the "China shoes and Clothing Industry Summit Forum" held in Quanzhou, and even held a "night of all guests" in the evenings. On the same day, Taobao, Jingdong, Amazon and Tencent electric providers also sent executives at least vice president level to Quanzhou.

before these big guys in the industry started to work, vip.com has shown to people how big the nugget space is in the domestic stock industry chain through the time sale mode.

but before the mature market of electricity suppliers, many electricity suppliers had to face their original problems, such as poor quality, lack of legal supervision, and rampant fakes.

What's more, with the improvement of the management level of the production enterprises, can the industry still produce quality? Kangnai is not going to sprouted its umbrella.

perhaps the tail cargo is the next gold mine of the electricity supplier industry, but the output of this gold mine is not high, and the miners who are interested in it will also come in early.

the opportunity behind danger is /p >

if the next key word of the 2012 shoe and clothing industry in China is undoubtedly no stock.

At the end of last year, the argument about "inventory selling for three years" was very noisy.

Although some brand bigwigs refute this view, it is still clear that there is a lot of tail cargo on the market.

obviously, the biggest task left to the footwear industry in 2013 is to go stocktaking. But how to quickly digest the stock and recover the funds can guarantee the smooth management channel and the perfection of the price system.

Quanzhou is the typical representative of many shoe and clothing industry cities in China. < a href= "//www.sjfzxm.com/news/index_p.asp" > Quanzhou < /a > sits on the two hundred billion industrial chain of textile and clothing and footwear industry. Only Jinjiang has more than 3000 footwear enterprises, with 1 billion pairs of shoes per year.

Data show that at present, Quanzhou sports shoes, casual shoes, cashmere cotton wear online sales accounted for 70%, 55%, 68%, respectively.

But last year, the stock of footwear and clothing industry in Quanzhou exceeded 10 billion yuan, which made it difficult for some small and medium-sized shoe and clothing enterprises in Quanzhou to develop.

Wang Dongzhu, chairman of Tao shoes net, said that there are two reasons for his high inventory of shoes and clothing enterprises: first, the decline of foreign trade orders has made domestic idle capacity pferred to domestic trade, and all kinds of new brands have grown rapidly with the help of Taobao and other platforms, which has eroded the market of domestic brands.

"In terms of domestic consumers, the loyalty to the brand is still low, choosing the commodity at low price as the starting point, leading to the brand with high premium capability, and the product being the stock"; two, the rapid development of e-commerce in recent years, which has nurtured the buying habits of consumers. When these people are happy to complete the purchase behavior on the Internet, most brands do not keep pace with the development, resulting in the disconnection between the developed online products and the consumers' preferences.

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"P", industry experts show that the footwear industry is homogeneous and close to price, the growth of the industry is restricted by the limit of channel growth and the factors such as inflation, purchasing power and so on, which lead to stock.

Another reason is that the expansion speed of the shoe brand is beyond the growth rate of the market.

more frightening is that the stock pressure has been pferred from the first-line brand to the two or three line brand.

Because the output of the first line brands has reduced the demand for the two or three line brands, thus increasing their stock.

many traditional enterprises begin to focus more on the electricity supplier.

in the fourth China footwear and footwear industry e-commerce Summit Forum held in Quanzhou, Anta chairman a href= "//www.sjfzxm.com/pioneer/" > Ding Zhizhong < /a > admits that three years ago Anta believed that the development of electricity suppliers would have a great deal of contradiction with offline sales, so they took a wait-and-see state.

But later found that the development of electricity providers too fast, in the case of increased inventory, the rapid growth of online sales, so that shoes and clothing enterprises in Quanzhou realize that this change in business mode is no one can resist.

"The electricity supplier will become an important business mode in the future development of Anta. I personally grasp this piece. This year's goal is to set up the electricity supplier mode and standard, and lay the status of Anta in the electricity supplier."

more than eleven businessmen in Quanzhou shoes and clothing said that last year's "double two" sales promotion greatly shocked them.

It is understood that in November 11th last year, Taobao Tmall sales, Quanzhou shoes and clothing enterprises outstanding performance.

The final sales volume of the seven wolves exceeded 50 million yuan, and XTEP broke through 20 million yuan. The brands such as nine Mu Wang, CABBEEN, Anta and 331 degrees also all broke through tens of millions of yuan.

Zhou Shaoxiong, chairman of the seven wolves, said that the shoe and clothing industry in Quanzhou is suffering from high storage problems. But the biggest challenge for Quanzhou shoes and clothing enterprises to develop electricity providers is the difficulty of channel management brought about by the current non-standard electronic business platform.

The new and constantly changing rules of e-commerce game are a bit of a mystery. The seven wolves will embrace the learning attitude and invest in the electric business according to their brand characteristics, so as to accelerate the online sale of the seven wolves, and maximize the inventory with the help of the electricity supplier.

the major platforms start up .

in the shoe and clothing enterprise warehouse, the stock piles up the electricity supplier. At the end of last year, a media's description of the secret tail cargo channel and the success of vip.com made the electronic business platform crazy.

P, general manager of Tmall clothing and apparel department, revealed at the fourth China footwear and footwear industry e-commerce summit that in 2013, Tmall will focus on building a "brand sale platform", which is mainly used for brand dealers to sell stocks and clear takings.

Shao long pointed out that the new platform will have Tmall exclusive channels, exclusive traffic and exclusive services.

Among them, the price system of the commodity in the "brand sale platform" will distinguish from other channels, and the low price will not affect the sale of the brand flagship store.

In addition, Tmall will also integrate specialized service providers to the platform to help brands better digest the P products.

All those who participate in brand sale businesses will help them integrate C2C terminal and multi-channel sales if their sales are not good enough.

the vertical e-commerce website of some shoe and clothing industry will not lag behind.

Taking the Amoy shoe net with a turnover of more than 200 million yuan last year as an example, according to Wang Dongzhu, chairman of the website, Tao shoes net did not purely position itself as a selling platform, but made a further extension of its business mode -- providing 20 generations of shoes and clothing products for Dangdang.

It not only deepmines the commercial value of the upper garment and clothing customers, but also leverages the big platform to become a link between links.

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P, which has been developing in the apparel industry, is also opening up its own platform to admit more products.

"We must know what we can do and what we can not do," Chen said.

We are willing to give up what we can not do, and share the 30 million real customer purchase and traffic volume with the traditional clothing brand.

in shoes and clothing industry, there has been such a saying that new products are sold online, mature products and seasonal products are sold online and offline, and seasonal products and tail cargo find a "sewer" for dumping, but now the pressure of high inventory makes the original "sewer" unbearable, perhaps electricity providers can find a better way to withdraw funds for these enterprises.

model still exists risk .

in Quanzhou, some small and medium-sized shoe and clothing enterprisers told the author that there is already a complete industrial chain for clothing enterprises.

a responsible person who specializes in the recycling of clothing and garments told the author that the main task of the enterprise is to collect the stock situation of the major shoe and clothing enterprises in Quanzhou and recover them in large quantities, and then classify the clothing by selling the entity tail market or the electricity supplier.

But it also told me that the current stock clothing is basically packaged for sale, quality control is difficult to solve.

There are many problems to be noticed in the e-commerce website entering the tail cargo market. although the quality case of vip.com is in front of us, the group buying station represented by Juhuasuan has been buckled by consumers at a low price and low quality.

a lot of small and medium-sized shoe and clothing enterprises electric business executives have said that the current Juhuasuan has basically become a tool for enterprises to clear inventory, but as Juhuasuan charges higher and higher, many businesses sell some products in order to maintain profits.

It is not known whether the P enterprises are eager to enter the tail cargo industry.

not to mention, in this industry, a giant has survived for many years, which is the entity tail market.

At the end of last year, the largest tail stock market in Beijing was opened in Xia Jia Hutong in P, with a total investment of over 40 million yuan, a commercial area of over 40 thousand square meters, and more than 2500 stalls.

The author visited many stock markets in Beijing on the weekend. It is understood that consumers who buy goods in the tail market have the idea that they belong to economic consumption, shopping is to meet the needs of clothing, do not care about the environment of shopping malls, and sales services. As long as the style of clothes is liked and the quality is guaranteed, especially the price, they will buy it.

Moreover, after establishing trust in goods and brands, they will often visit.

At present, Beijing's tail cargo market has reached more than 20, and it is estimated that the annual sales volume of Wanliu flagship store will reach 3 billion yuan.

in recent years, many large traders have organized an organization called "tail Cargo Alliance". They interact with Guangzhou, Fujian, Shanghai and other manufacturers. Through the manufacturer's tail cargo source, the tail cargo market gets the tail cargo resources and the merchants radiate the cargo sources in some areas around the area. By using the three linkage method, a lot of tail cargo resources are gathered up enough to support the large volume of tail cargo market.

At the same time, market positioning is not only limited to clothing and shoes and hats, but also concentrates on home textiles, small commodities, stationery and hardware.

in the rapid development of e-commerce, many dealers often put off-season and unsalable goods on line for sale in order to balance the interests of offline channels.

But the inventory pressure that broke out in 2012 brought some new products that didn't appear on the market very soon, and because of the demand of the electricity providers, there was a lower pricing than the line, and the conflict between the channels was spreading gradually.

and the large quantity of inventory of the manufacturers will surely come down because of the rising management level of the industry. After the relatively high quality inventory is cleared now, the future of the tail cargo market is not expected.