In the spring of March, spring is supposed to be abundant. However, like the weather in recent days, the cold winter still seems to be awkward, and the breath of spring is not obvious. Whether it is clothing brand dealers, clothing distributors, or the upstream textile industry, it is always shrouded in the shadow of recession. Huge inventories have â€œcrushedâ€ the entire textile and garment industry. Over time, these backlogs of textile and apparel products are rapidly devaluing, and their risks pose a risk to the entire industry.
De-stocking is not only a topic that remains verbally, but is something that has to be done urgently. Inventories have already begun to release floodwaters. After the gates are opened, where will the inventory floods be the least? It is through new online channels, or traditional discount stores and sales outlets to deal with where the final tails go? Whether or not these "sewers" are being explored by enterprises is the key to flooding the entire textile and garment industry.
Channel One: Online processing is inexpensive and is the most significant tag for online products, and inventory processing and price reduction are exactly â€œnirvanaâ€. The same characteristics, so that the electricity supplier from the outset has a close relationship with the inventory processing.
â€œAt present, online channels have become a new channel for inventory processing.â€ Lin Shi-tien, chairman of Xiamen Sanlian Shangpin E-commerce Co., Ltd. pointed out that, normally, because shoe and apparel companies are all order-based, there is no e-commerce at the beginning of the line. Channel planning, at present, the starting product of inventory as an e-commerce channel has become a common practice for many shoe and clothing companies to go online.
In fact, inventory is also becoming a very good "cannonball" for corporate offensive online channels. Because, the inventory itself exists, and even if the online channel to achieve a 50% off, the company will not lose money, but also to lose inventory. Shi Hairong, general manager of the Wolverine family, also admitted that at present, the online channel of the Wolverhampton family is mainly to sell inventory. "Of course, online sales of stocks is only a common practice during the start-up phase of the online operation of branded shoes and clothing brands." Lin Shi-tzu said that this practice at the beginning of the period not only helps digestion of inventory, but also helps companies explore the specifics of online channels. Operational ideas.
However, although online channels appear to be a new channel for corporate inventory sales, this is ultimately only a new battleground. How do a large number of brands gather online, how do they draw traffic? How to improve online information flow, capital flow, and logistics? How to promote online? Will low online prices seriously affect the brand image? These are problems that brand companies are still exploring.
Channel 2: perennial discount stores According to industry sources, men's wear in Fujian, the business men's seven wolves is the first use of discount stores (also known as factory stores, special stores) sales of inventory. In 2001, seven wolves performed a pre-renovation sale at Zhenshi Road in Shishi, setting a record of RMB 150,000 a day. Later, Seven wolves began encouraging internal employees to open outlet stores. Soon, men's clothing brands such as Edenbourg and Weilu began to follow suit.
It is reported that a domestic brand is using a genuine store and discount store to open 8:2 ratio, so that inventory "sewer" unimpeded, in order to ensure that genuine stores do not discount all year round. It is with a solid "sewer" to handle inventory that the brand's perennial sales strategy makes it unique in the industry.
The area where the discount store is opened is the key to success or failure. Once it is not done well, it will easily affect the sales of regular-priced products and damage the brand. Therefore, discount stores usually only appear in the third- and fourth-tier cities or communities, industrial areas and other relatively concentrated flow of people. It is not a major commercial street.
At present, there are also some brands in order to avoid discount stores affecting the sales and image of the main brands, they will cut the inventory, do not reflect the brand name in the discount store, "invisibility" to carry out inventory processing. However, this form also brings a lot of management difficulties, because, after all, is a stock of slow-moving goods, it is also unknown whether the trademark can be sold. Moreover, consumers will also suspect the existence of the trademark.
Channel 3: Most of the concentrated sales outlets appear in Shangchao. In previous years, men's clothing brands usually only sold in malls.
In this regard, the industry source Li Xinglin said that when an agent has more terminal channels in his hand, he is better to do shopping sales. Because in addition to a fixed holiday, each mall does not have the same activities. When one of the malls has an activity, several stores can be stocked together and a large venue can be rented as a sales outlet. There is a strong bargaining power for shopping malls. In this regard, similar companies such as Hudu and Titus, which develop regional agency systems, are very advantageous because most of their agents hold several shopping centers; in addition, the headquarters of Tiger and Jiumuwang are also relatively straight. More often than not, their headquarters is very good at shopping malls.
Another venue in the shopping mall is in a large supermarket. In men's clothing, this is still a relatively novel approach. In the first two years, seven wolves began to have a hobby.
The most special shopping mall is Lilang's year-end sales outlet. According to Zhang Yufeng, director of the brand's market, the company's long-term sales last year can basically handle all the headquarters inventory for one year, and can have more than one million yuan of cash backflow every day. However, there is a requirement for such an approach. â€œThis requires that the styles of the previous two years and the styles of the previous year should be different, and that the products should be separated by a large area, and the impact on the current sales will not be great. Lilang is more fashionable in business menâ€™s wear, so Their annual product fabrics, styles and colors are quite different. This is also the main reason why we will not affect the sales of the main brands.â€ Li Lang's success has attracted many companies to follow suit, but in the end it has been remembered by consumers. The first company to do this, because other brands themselves are not well-known, but only "effective."
Channel 4: Transfer "Circulation" to "Wholesale"
At present, there are some brands that are still developing monopoly systems. On the other hand, they will go on sales channels in shopping malls and specialty stores, and on the other hand, they will also go to the wholesale market. This is also one of their business strategies. Some relatively old and relatively unmarketable stocks are circulated from the wholesale market at a relatively low price, while the monopoly system maintains a relatively stable price and establishes the brand's overall image.
However, Mr. Lin believes that this practice does not "please". These wholesale markets are aimed at domestic and foreign investors. If it is sold domestically, although it faces different levels of consumer groups, it seems that the impact on the brand is relatively small. However, the brand's overall image and price system are apt to be disordered, and it is easy to cause conflicts between shopping malls and wholesalers.
However, sales to foreign countries usually involve the purchase of aged inventory by brand-name companies at a very low price, and then handing over to foreigners, or directly to the foreign company to acquire the stock. The advantage of this method is that it has a large amount of inventory processing and the return of capital is fast, but the price is too low and the loss is huge. In the basement of Shishi's Overseas Chinese Township Commercial City, it is common to see some menâ€™s brandsâ€™ inventory items, which are bought in batches by foreign businessmen in the Middle East and other places.
Insiders said that this is the last way to handle inventory, and it is the next best way.
Editor's note: The huge inventory has â€œcrushedâ€ the entire textile and garment industry. Over time, these backlogs of textile and apparel products are rapidly devaluing. The risk risks have made the industry feel threatened. Therefore, destocking is not only a topic that remains verbally, but it is an imminent thing to do.