Limited Time Sale Is Too Hot To Stop The Itch Of Stock In Footwear Industry.

< p > in the end of the vertical electricity supplier theory, the entire electricity supplier industry is generally in the process of suffering. Vip.com, which specializes in brand sales, has increased by 6 times in half a year, with a sales growth of 204.7% in 2012 and a profit of 204.7% in the first quarter.

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< p > this mode is not feasible in other electricity suppliers. In April, a time sale on the website of Lining and sports brand has attracted the attention of everyone.

It is understood that the sale of 19 yuan will be sold out within more than 10 hours, and sales have been disclosed as "millions".

"Today, we are willing to share the real customer purchase of van gentry 30 million with the huge daily traffic flow to the traditional" a href= "//www.sjfzxm.com/" target= "_blank > clothing < /a > a href=" //www.sjfzxm.com/ "target=" _blank "> dress > brand", "we are willing to open up the category that we are not good at."

In April, in 2013, the fourth China a href= "//www.sjfzxm.com/" target= "_blank" > shoe less /a service industry e-commerce summit held in Quanzhou was held in a crowded venue in Jinjiang, Quanzhou and Shishi.

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"P" and all customers clearly open the sale mode, the recent several platforms' desire for "special sale" has taken the offensive: Tmall's key strategy in 2013 is to foster "brand sale" and become exclusive traffic and resources; Dangdang will speed up the innovation of the outlets and attack at a lower discount point, and the whole line is less than 70 percent off clearance mode; jumei.com's famous brand sale will also dock with the backstage, adjust the inventory dynamically, the cooperative brand can not enter the warehouse, the Jingdong clothing city is also trying to sell frequently, and the future does not exclude the special entrance.

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< p > in fact, the time limit sale mode is not new. The TJ Maxx and Ross in the United States and Vente-privee in France are already very successful online sale models.

Now, the root cause of the explosion is inventory. In the past two years, the stock crisis and the Maori temptation brought by the shoe and garment industry have started to itch.

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< p > itching < /p >.

< p > it turns out that is true.

To some extent, vip.com's achievements are supported by a large number of stocks of traditional brands, and a two time sale mode.

When vip.com proved the above two values, the temptation from the commercial level began to itch, and everyone wanted to do it.

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The external environment that P has to say is the current situation of high inventory in garment industry in recent two years.

2011. In 2012, the inventory problem exposed by customers revealed that many of the traditional shoes and clothing brands were frequently seen in Southern China. In addition to thinking about their own solutions, Chen found that many large brands encountered inventory problems in the past two years.

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< p > in the Southern China area, a large number of shoes and clothes inventory is cleared for cash flow, so that it can be cleared at an ultra-low price. < < a href= "//www.sjfzxm.com/" target= "_blank" > clothes < /a > 12 yuan, T-shirt 5 yuan. The most expensive thing I saw was 36 yuan and one piece sold.

An insider told reporters that in the face of inventory, many brands have no bargaining power.

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"P" is also a contradiction, many traditional brands want to maintain their own brand independence and value, do not clear the stock does not substantially reduce prices.

But when other similar brands operate on the contrary, a pair of regular jogging shoes will be better for consumers. The higher the cost performance, the better the 300 yuan will be squeezed by the 100 yuan stock.

"Do you know that Lining used 1 billion 800 million to repurchase his inventory and touched many traditional brands? Everyone has mixed feelings in five minds."

He said.

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At the same time, the "small and beautiful" brand, which has been born on Taobao, has been sold by P with its unique product design, flexible channels and fast supply chain. Many of the brands have sold out more than 80%, which is also squeezing the market of big brands.

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< p > "I feel that I have learned a lot from the boss of Anta, Jin Ba, and nine Mu Wang. The process of learning finally let us feel a little bit, because we see the limits of ability, there are some things that can be done, and some things can not be done."

Chen said.

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By the end of 2012, anyone could find time limit sale in their own inventory. In fact, it can be done - especially when you have structure marketing scale, technology and enough traffic volume, P.

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< p > more than anyone seeing the market, Tmall, a bigger rival, is also speeding up the road.

Tmall's total turnover in 2012 exceeded 200 billion yuan, and Tmall's clothing industry accounted for over 70 billion yuan of sales volume, accounting for more than 1/3.

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From P to 1, the minimum wage of clothing and shoemaking workers in Kampuchea has been raised from $61 per month to $80 (including health grants).

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< p > Kampuchea's minimum wage of $61 is effective from October 2010. It should be maintained to 2014 according to the original regulations. However, due to the increasing demands of local workers for pay increases, there were 121 strikes in 2012, far more than 33 in 2011.

The Cambodian government and representatives of both sides began negotiations in February 26th this year.

In the announcement of the Ministry of social welfare in March 21st, the minimum wage was eventually implemented to $80.

The circular also indicated that the government agreed to set up a working group of representatives of the three representatives of the government, labour and capital, together with other relevant parties, to discuss workers' minimum wage each year (and in actual need).

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< p > although the minimum wage will rise by more than 30%, some unions are still unable to accept it, threatening to organize a strike for $100.

On the other hand, the Kampuchea National Trade Union Council and the Kampuchea garment manufacturers association have signed a memorandum of understanding to improve the labour relations of clothing and footwear industry, hoping to reduce strikes and demonstrations by teaching workers to take peaceful negotiations, so as not to impede the development of the industry and damage the interests of both sides.

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< p > at the fourth shoe and clothing industry summit, Tmall's vice president, Shao long, also focused on the strategy of the apparel industry's tail cargo and inventory.

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< p > "a lot of traditional brands do e-commerce. The basic strategy is to sell new products under the line. They should be put on the platform of Tmall and other platforms at the end of the season. When they arrive at the end of the market, they can quickly find a sewer to digest and return the funds."

He said that in 2013, Tmall will launch a full link strategy, with a brand new "brand sale".

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< p > goods and stock as the end of a commodity chain, rely on the huge flow of resources of Alibaba, and digest them one by one.

The specific strategy is that the brand sale platform will provide 3 important attributes: < /p >

< p > one is exclusive channel. The resources of the sale are completely independent. Will the brand's sales price and information affect the flagship store? That is, a shop behind it, there are many different entries in front, so as to avoid the problem of price affecting brand positioning.

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< p > second is exclusive traffic. According to Shao Long, Tmall will spend a lot of resources on the brand sale channel this year. "Any channel from scratch, I believe this is worth paying attention to in the Internet."

He said.

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< p > third is exclusive service. The original concept of Tmall platform is that businessmen sell goods on their own.

The sale part can integrate TP providers to provide overall related services, from photography to sales.

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< p > vip.com's pressure < /p >

< p > before that, insiders predict that vip.com mode will have a war in the future and platforms such as Tmall Jingdong.

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< p > in fact, vip.com has set up its own threshold.

With the help of high storage, 60% to 70% of them came from 234 line cities, with a high coverage of Southern China.

But Tmall Jingdong, whose main attack on the second line city, is an inevitable trend, and it will still be encountered sooner or later.

This is a natural expectation for vip.com.

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< p > now it is faster than expected.

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< p > inventory under traditional lines has existed for a long time, and inventory can not disappear.

In the industry, 30% of the stock of a new clothing product has been normal, but even 50% is common.

The discounts, floats, and outlets of the mall were born.

Nowadays, Internet channels have replaced traditional channels and changed the structure of business.

Vip.com's model is worth seeing in the industry.

But is it sustainable? The inventory sale mode is very efficient indeed.

Once everyone comes to eat inventory, will it squeeze out a mode quickly, just like the 1000 regiment war that the group bought?

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< p > according to the financial report, in the fourth quarter of 2012, vip.com's net revenue increased by 184.8% compared to the same period last year, reaching 299 million 600 thousand US dollars. For the first time, it achieved a single quarterly profit with a net profit of US $6 million 300 thousand.

Shen Yang, the founder of vip.com, said that the discount retail market was huge. In 2013, the sales of clothing in China amounted to two trillion yuan, and it could return to 2 trillion and 700 billion yuan in 2016.

"In fact, stock market like this always exists, and the Chinese market is estimated to be higher than that of the American Apparel market. According to the 20% estimate, the inventory in China is 400 billion yuan and 500 billion yuan in 2016. We are not worried that there will be a ceiling in this area."

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< p > some people will describe vip.com's advantages: 4 million of active users, they do very well in stimulating users' consumption directly, and their customers are very sticky.

Before the listing, the number of repeat customers in vip.com from 2009 to 2011 was 14 thousand, 200 thousand and 900 thousand respectively, accounting for 36.8%, 56.2% and 60.6% of active customers, accounting for 66.2%, 86.7% and 91.9% of total orders respectively.

After the listing, the repeat purchase rate of users can also reach 70%.

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< p > the founder has enough background and knowledge for the traditional footwear industry.

According to Gong Wenxiang, the founder of micro-blog electric, vip.com is now 150 thousand orders per day, with 60 thousand orders per day.

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< p > "vip.com is strong in quantity, consignment is mainly, small buyout, and bargaining power with suppliers is large."

According to the survey of GF, there are two specific ways: one is supplier pricing, the company receives commission, and clothing is about 30%. In 2012, Adidas bought a gross margin of 46%; another way, the supplier made the settlement price to the company, the company set its own selling price, the gross margin increased, the selling time was 5 days, and there was a panic buying concept.

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< p > but many people remain doubtful when the big players join in the war and whether they can still maintain a high growth rate.

"Not long ago, vip.com has just completed a round of additional financing. It does not exclude that the fourth quarter good looks are for this reason, and the unit price is high.

Stock prices fell only in the first quarter of 2013.

An analyst said, do not deification vip.com.

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In March, vip.com sold 7 million 200 thousand shares of American Depositary Shares (ADS) at a price of $24 per share, and raised $91 million 920 thousand in P.

Of which $70 million will be used for expansion and construction of the company's logistics and storage centers, and $10 million will be spent on capital spending, including the company's IT system, including mobile technology investment.

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< p > > a href= "//www.sjfzxm.com/news/index_c.asp" > Internet > /a > giant advantage is also applicable in the electricity supplier circle.

Dangdang Li Guoqing self mockery said, "now vip.com, just like the Dangdang Book 3 years ago, has the same attitude towards books -- they are everywhere defended, and he has enough money to buy more clothing brands and sign exclusive sales with more three or four line brands.

But you know, it's all irresistible.

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