There Are 4 Aspects Of The Advantages Of The Power Bar Clearance.

" Powerful fighter Men's wear Ge Xing, director of the O2O center, revealed that the volume of clearance in November last year was 11, "he said." brand The value it brings is definitely not only a channel for consumption of tail cargo, but also a flow channel and multi-functional channel.

In Ge Xing's view, we must have our own explosive points if we want to clear the warehouse. In the power system, sales volume can only be placed in second place. The dynamic sales rate of commodities is the most important index for the brand. This needs to distinguish the layout of goods from different angles in terms of commodities, and clearing up plays an important role in improving the commodity sales rate.

The brand side uses the clearance channel freely, it can bring the value to the brand absolutely not only to consume the tail cargo, but also can become the flow channel and the multi-function channel, its superiority mainly manifests in 4 aspects.

First, the store day sale, the main push money, after the activity of the flow and sales have been significantly improved; secondly, can clean up the repository, optimize storage management; third clearance spanactions do not fall in the shop, without injuring the brand on the premise of the premise of capital return, to a certain extent also reduce customer complaints, because in the mind of the consumer mind for clearing channels will be relatively tolerant of the presupposition value.

Therefore, Ge Xing suggested that the brand side should consider building a clearance fund on the clearance channel when carrying out the clearance plan. When it comes to the experience of the operation, the traffic flow of the channel is sometimes even less than that of the double 11. When a large quantity of traffic is imported into the product, only the stock is deep enough, and the structure of the goods is layered and reasonable.

The following is the content of Ge Xing's speech, edited by reporters.

Why do they want to embrace the commodity link and embrace the clearance? Because we must speed up the sale of commodities, and the higher the efficiency, the more important is the sales of goods in the company. When we are doing the moving pin, we re distinguish the different products from different angles. For example, what commodities Tmall is suitable for, what commodities Juhuasuan is suitable for, and what products it is suitable for clearance are launched around commodity dynamic marketing. Then, what can the clearance channel bring to the brand? How should the brand players play this channel well?

What else can we do besides clearing the goods?

At the very beginning, when it was clearing up, it was considered that it was just a channel for clearing the tail cargo. Later, it was found that its role was not limited in terms of operation and commodity.

In the past, there were only a few pieces of tail goods left in the warehouse every year. There were only a few pieces of stock that could be stored in a storehouse. This is a headache for warehouse management.

Second from the operational cost, the RBA is almost half the number of warehouses in the same period last year. Last year, it had 1 million 500 thousand stocks, only 800 thousand pieces this year, and the rent could be saved by 200 thousand.

Third, it is also widely recognized that commodity capital can be realized and stock commodities can be realized.

Fourth, it reduces consumer expectations. When we sell a jacket priced at 800 yuan, the consumer has high expectations for it, so long as there is a slight defect, it may return. But when he purchased it, it is expected that it has been cut down, which is like a shopping mall on the line. It says thirty pieces of paper, and it will not be replaced. Consumers will have relatively greater tolerance for clearing products.

Therefore, when the company is doing its clearance, the more it goes along, the better it will be for the sale of goods, sales, warehousing and finance.

What is the most concerned and difficult to get in the process of brand operation? The answer is traffic. Clearance channels can bring hundreds of thousands of brands or millions of traffic to the brand, which is particularly valuable. When many people start clearing up, they think that clearance is like "Fengjie", which is a "low matching edition" for sale of goods. There are goods that can not be sold to be sold out, but when merchants sell only the rest of the goods or only a few styles in this channel, the large volume of traffic that will be imported into the market will be wasted. Moreover, the new capabilities of clearance and Juhuasuan are particularly strong. At this time, the brand needs to constantly interact with customers to keep these new customers, rather than selling the finished goods.

Many games, we generally divided into two categories of unsalable goods, one is the inventory of the deeper style of the unsalable, in Tmall, Juhuasuan, these channels are not necessarily moving, there is a lot of reasons for pushing, but the most important thing is whether there is a large flow into this commodity, and one is broken color, broken code of the unsalable, from the color of men's clothing black, white, blue, khaki is the conventional color, but every year the brand will follow the trend of popularity, such as yellow, wine red, when the prevalence of the past, this type of color clothes were left behind, and the broken code products often lack the size of the public, the performance of these salable goods is more styles and less quantity. In fact, there will also be products on sale.

In the past, when brands were clearing up, they could not imagine the explosion, but in fact, they could be realized in the clearance. There are two ways to clear the warehouse, one is the unsalable ones, because the people in Tmall, Juhuasuan and liquidation are not the same. Therefore, it is possible to blow up the stocks with deeper inventory by clearing the warehouse with large flow. Two, it is the practice of the floats. Some stocks are not deep enough, but it is possible to combine 10 or 25 similar funds, which will have a certain depth and may also become a way to explode.

The method of clearing up and exploding

Many e-commerce operators are purely operational roles. They consider channels, traffic and sales targets. The two word clearance is derived from the needs of the sellers, and the people who are in charge of goods management and the people who plan the goods are involved. When the brand is going to do activities, it can integrate the clearance channels together. In May, in May, in May, the company used to make an activity with the Juhuasuan, and the two channels made about one million. But in this process, we must pay attention to the commodity planning of different channels. At that time, only 10% of the products were overlapped, and 90% of the goods were divided according to the platform characteristics. Let's share with you another data. We compared the traffic data of the clearance activities between double 11 and ~19 November 18th last year, and found that the volume of clearance has become another peak of double 11.

Of course, there is a need for strategy when clearing activities.

The first is the price strategy, and the overall price is 1~5 discount. Strong products, new products, seasonal 3~5 discount, weak, old products, unsalable, international, broken code, shallow library 1~3 discount, commodity prices or discounts above gradient. Some people may also ask why strong products should be done on the clearance platform, because after the end of the activity, the natural flow will increase, and the sales volume and sales volume of the main push can be significantly improved.

In April of this year, after the whole channel was opened, we tried to synchronize the stock of the more than 400 shops under the line. What we did not dare to try before was that its burst rate exceeded our imagination. Including 618 to do all the channels, shopping mall with the new products to pull up, UV value is higher than the original UV value of electricity supplier is very good. But we should pay attention to online and offline synchronization. At this time, the price system is rigid, for example, the selling price of the tag is 1580, and the price is sold under the line.

The second is the product strategy. The structure of the category can be pointed goods 30%+ the draining 10%+ needs to be bottled 10%, the rest can adjust itself, according to different sales purposes, set different discounts to match the best results.

The third is the activity strategy. We used the "million jacket and one dollar spike" as the theme. According to the tag price, the input cost of millions of goods is not too high. This activity with great topic points has achieved excellent results.

Finally, from the point of view of operation, apart from the key word free, there are 3 easily overlooked advantages.

1, natural flow growth. Shops daily sales, the main push, after the activities of traffic and sales have been significantly improved. Therefore, when a brand chooses goods, it should not sell it to sell it, and the flow it obtains after the activity can drive the commodities on sale. When the brand matches the product, the combination must match well, not only keep the goods in the clearance time, but also bring the daily flow to the store after the business is completed.

2, the goods. From the brand point of view, the company is doing electricity supplier, hoping to clear the goods in Tmall clearance. It is simply to maintain the brand's tonality. If the flagship store price is five hundred or six hundred, fifty or sixty of the goods will suddenly appear. It will be difficult to maintain tonality, and the clearance sale will not be landed at the flagship store, so it will not be contrary to the tonality of the shop.

3, collocation. Clearance has its own unique activities, to do more focused activities, the brand can adjust according to its own marketing, coordinate activities schedule, maximize resources.

For Jin Ba, from the perspective of the future, we need to study how to do clearance according to the dynamic sales of commodities.