Shoes And Clothing End Goods E-Commerce Flocks To Flash Buy Special Fake Goods Or Become A Hidden Worry

　　 E-commerce aims at the tail cargo space

Original price: 369 yuan, special price: 79 yuan, a pair of Li Ning shoes It is sold at a price 30% lower than the market price in Fanke Special Channel.

In April this year, Li Ning brand, which lost nearly 2 billion yuan in fiscal year 2012, jointly launched "flash buying" activities with ordinary customers for two times in order to clear the inventory more quickly, with products covering clothing 、 Shoes and Hats The lowest price is 19 yuan.

Vanke told reporters that it is not convenient to disclose the profit effect of the "flash purchase" activity with the Li Ning brand. Li Ning has no official information about this. However, in the event of Li Ning's debut at Vanke, all goods were sold out within 18 hours, 30 hours ahead of the planned time limit.

More traditional shoe and clothing brands, such as Giordano, Sima, ST&SAT, also joined in the brand special sale week activities launched before the May Day holiday.

Brand sales are regarded as an important move to break the traditional model of private brands. On the second day of Li Ning's first special sale on the Vanke platform, Xu Xiaohui, Vice President of Vanke, said on his microblog that the two legged model of "Vanke Private Brand+Retail Channel" has been established, but it has become clearer recently, and the channel form will have more exploration, or can be regarded as "online version of Belle".

Coincidentally, Dangdang's "Tailings Collection" has also been given high hopes.

On the day of the launch of Weipinhui, Li Guoqing, CEO of Dangdang, announced on his microblog that Dangdang's goal in clothing category in 2013 was 4.5 billion yuan, and Weipinhui was an important battle to achieve this goal.

However, the reporter did not get a response when he asked the person in charge of Nettail Pinhui for further plans.

According to data, the scale of China's discount retail market was about 160 billion yuan in 2012. It is estimated that the scale of China's discount retail market will reach 560.8 billion yuan in 2015, with a compound growth rate of more than 50% from 2011 to 2015.

"Now the situation of high inventory in the clothing industry is the best time for e-commerce to open a special channel," e-commerce observer Lu Zhenwang told reporters.

"The whole clothing market of 300 billion yuan has a lot of space, and Dangdang will strive to be the top three online clothing shopping this year!" Li Guoqing said at the same time on the microblog of the day when Dangdang Tailpin Hui went online.

In fact, as soon as Weipin Hui went online, it was pointed out that Weipin and Weipin would have a share in the special market, and both of them even had similar names.

Vipshop, established at the end of 2008, took the lead in creating a business model of "famous brand discount+limited time rush purchase+genuine insurance" in China. Only three years later, it is convenient to be listed on NYSE in March 2012.

The financial report from the company shows that the special market is indeed attractive. According to its unaudited financial report in the fourth quarter of 2012, Vipshop's net revenue in the fourth quarter of 2012 was $299.6 million, an increase of 184.8% over the same period last year, and for the first time, it turned losses in a single quarter. GAAP's net profit was $6.3 million, with a net profit margin of 2.1%.

As of press release, the company has not yet released its annual report for the first quarter of this year, but in its annual report, it is estimated that Vipshop's net revenue in the first quarter of this year will be $265 million to $270 million, an increase of about 162% to 167% over the same period last year.

　　 After the "hot love period" of the special

Fake or appearing

"Compared with the traditional retail channels of department stores, due to the continuous and rapid development of online retail, it can bring more convenient services to online shoppers who have changed their traditional consumption habits, especially in areas with developed logistics networks." Du Yanhong, a researcher in the retail industry of CIC Consulting, told reporters.

In his view, the transformation of the retail industry is also one of the factors for e-commerce to stack special offers.

For a long time, clothing brands and traditional department store channels share weal and woe. But last year, under the impact of online shopping, the retail channel was the same as that of the clothing industry, and the growth rate generally slowed down, making the clothing industry even worse.

In 2011, the retail sales revenue of Beijing Wangfujing Department Store (Group) Co., Ltd. was 16.254 billion yuan, an increase of 20.30% over the previous year. In 2012, the figure was 18.264 billion yuan, an increase of 8.97% over the previous year.

The financial report of Wangfujing Department Store in the first quarter of 2013 disclosed that the net profit attributable to shareholders of the listed company was about 222 million yuan, up 3.74% over the same period of the previous year, while the figure in the first quarter of 2012 was 214 million yuan, up 6.833% over the same period of 2011.

In addition to changes in consumption habits, user experience and other factors, the price of online shopping has always had sufficient advantages. And the brand tail goods market has even let the e-commerce involved start a new round of price war. Dangdang's online tail Pinhui claims that its products are capped at 30%. In Fanke's special channel, the price of shoes and clothing products is generally 50% lower than the tag price.

Experts believe that although brand goods attract attention with the advantage of discount price, they are limited in quantity and only a drop in the bucket in the whole sales field. At the same time, they have achieved brand publicity and reduced the inventory of out of season products.

Du Yanhong suggested that brand enterprises could classify their own products and carry out differentiated online sales by category, or by the number of categories. They could also stagger the sales time of existing products and bundle more diversified product portfolios. In the final analysis, they should try to differentiate the distribution of products.

In fact, some insiders told reporters that for the clothing industry, the inventory is available every year, but the past two years are relatively severe.

In this regard, Du Yanhong told the reporter that after a large amount of inventory has been digested, the quantity of goods in the tail goods market will also decline in a large scale, and some manufacturers may provide fake and inferior tail goods for personal gain.

He believes that to ensure its long-term interests, the tail goods market with price as the advantage needs to ensure the regular way of supply and set the threshold of the tail goods market, rather than becoming a gathering place of counterfeit and shoddy products.