Fancy Clothing Enterprises Open "Cloud Shopping" Clear Inventory

The Spring Festival is a time for clothing enterprises to get a bumper harvest. However, affected by the epidemic, many clothing brands such as Eve and Taiping bird have been suspended or shortened business hours, which has brought a certain impact on offline retailing. Therefore, in order to clean up the stock in winter, enterprises have been fighting online to invite consumers to "cloud shopping". However, how to satisfy consumers' "trying on" requirements is also a test question for apparel companies.

Online "cloud start"

The garment enterprises that should have harvested a wave during the Spring Festival can only hang out the notice of "suspension of business". However, while online closing stores, many garment enterprises began to fight online and realized "cloud opening".

Beijing Business Daily reporter recently found that Lies Dan, Yin Er, Taiping bird, CABBEEN and other brands have set up WeChat shopping group to facilitate consumers to buy.

There are shopping guides, and some of the products sold online are much cheaper than shopping malls. "We have cheaped the shopping centres to the customers, and the leather clothing is cheaper than 1000 yuan." The above shopping guide said.

Bermannfie, the clothing brand, sent information to customers, saying that each item was ordered and sterilized regularly by professional service personnel, so please feel free to sign it. During the event, the whole site is shipped by SF. In addition, the original price of an imported mink Nigeria is 36999 yuan, the current price is only 15000 yuan, and it can enjoy concession discount and other preferential activities.

In addition to being responsible for the store's shopping guide to speed up the clearance of inventory, many garment enterprises have also launched small programs, live broadcasting and so on, so as to comprehensively adjust the sales strategy. GXG, and other brands, has also set up a small program and released a number of discount information.

CABBEEN group opened a community distribution strategy on February 3rd -10, and achieved nationwide online sales service. The brand of Hui Mei Group's brand has adjusted its strategy to link up with more than 600 shopkeepers nationwide.

Cheng Weixiong, general manager of textile and clothing management and Shanghai Liang Qi Brand Management Co., Ltd., in an interview with the Beijing Commercial Daily reporter, said that for the current situation of offline shop suspension, the garment enterprises have turned to online development to play a complementary role in the production of winter and spring products, but in the current situation, the purchase of users will still be affected.

"Anti growth" under pressure

Affected by the epidemic, a number of clothing brands temporarily closed offline stores. In February 11th, Fang Fang Fang announced that the group suspended operations in several stores in China's affected provinces.

La Natsu Bell, responsible person in an interview with Beijing Business Daily reporter, said that the Spring Festival holiday is the golden age of offline store sales. Due to the outbreak of the epidemic, some stores were temporarily closed, and the sales of garment enterprises for a short time were also affected.

In addition, a number of clothing brand shopping guide to Beijing Business Daily reporter feedback said, compared with previous years, store sales fell sharply. "Under the epidemic situation, the sales pressure, labor cost, warehousing and rental costs for the garment enterprises drive the enterprises to think about self rescue measures." La Natsu Bell responsible person said.

Economist Song Qinghui said that under the influence of the current epidemic situation, the inventory situation of clothing enterprises will show a serious backlog compared with the usual situation. On the one hand, the backlog of inventory in winter will not be new in spring, and many garment enterprises will lose money when they open the door. This is also a problem that can not be ignored. Under the current epidemic situation, garment enterprises should vigorously develop the online market, so as to gradually digest and control inventory.

In order to alleviate the impact of offline store closure, many companies have been fighting online and have made some achievements. Zhang Jiangping, chairman of Taiping bird, said that in recent years, the company has been actively looking for new retail routes. Through the introduction of WeChat online membership and WeChat spike, half of the shops have been sold. The retail sales of Taiping bird have increased from 4 million -500 yuan to more than 10 million yuan, and some regional stores have achieved an increase over the same period last year.

Cheng Weixiong said that in addition to online self-help, clothing companies can also try to re launch product planning and capacity reset plans for spring and summer products that have been produced, and new products that are about to take part in orders or have been ordered.

Try out mode to be tested

One of the difficult problems that online sales can't avoid is trying on. In this regard, e-commerce platforms such as Taobao and Jingdong have provided online virtual fitting service. Some independent App such as virtual fitting rooms, fitting sunglasses and fitting boxes can also meet the needs of online try out. Some clothing brands will even launch their own virtual fitting App, such as UNIQLO online, "UNIQLO 4D online virtual fitting" App.

It is worth mentioning that at present, the virtual fitting is more likely to appear in the new retail scene of the offline store, while the virtual fitting of the online platform mostly exists in the fast fashion brand, and the domestic garment enterprises are less involved.

Insiders say that virtual fitting can solve consumers' demand for trying to a certain extent, but not all enterprises have the strength to do so. Song Qinghui believes that the current online trial technology is not yet mature, the overall experience is poor, so that the virtual means of trial is difficult to apply to all garment enterprises.

At the same time, the apparel industry has always been the main source of revenue under offline retail. The sudden outbreak has pushed the online sales to a peak again, in addition to letting clothing companies open the "cloud shopping" mode. In Cheng Weixiong's view, many enterprises did not pay enough attention to the online business, and regarded the line as a channel for clearing inventory. The epidemic will make garment enterprises pay more attention to the integration of online channels, and invest more resources in the business of slant lines, which may lead to intensified competition in online business.

"Live, community, micro business" at best is just a supplement. Whether clothing companies in the future need online sales is still the main test. Popular standard products depend on online sales, but products such as high-end, personalized, functional and so on can not be satisfied by single channel. The future trend is still the full channel mode of online and offline interconnection. Cheng Weixiong said.