New Dilemma Of E-Commerce Industry: Online And Offline Sales Channels Are Difficult To Coordinate

"Let all manufacturers know that today's situation has changed. For the traditional industries, this war may have begun." In the eyes of Alibaba Group Chairman Ma Yun, Tmall Shopping Festival unveiled a new marketing model for the traditional marketing war. The tradition of being shrouded in the double shadow of declining performance and high inventory prices Clothes & Accessories For manufacturers, the sales of "double eleven" can not be imagined in traditional marketing mode, but it seems to be a poison to quench thirst. The businessmen who are attacking cities and towns are in the top position.

　　 19 billion 100 million advance the demand?

This winter stores will be even more worried.

In the list of the army, Clothing and shoes In addition to the rigid demand for the season, there is a very important reason. Most of the garment enterprises' discount is real, and the clothing enterprises that are deeply involved in the high inventory crisis, in order to digest their stock as much as possible, do not hesitate to improve sales promotion, which is also caught by smart consumers.

As early as the "double eleven" came, Mr Liu, the prospective father, filled up with Alipay early. However, he found on his "double eleven" day that he had planned to snap up milk powder and diapers only a small part of the goods symbolically hit half off, and "these few goods were snapped up in the instant". Mr. Liu had no choice but to go to war shoes and hat areas, because "only the clothing discount is real half off, and the supply of goods is quite sufficient."

Financial reports showed that the net profit of key textile and garment companies in the first three quarters decreased by 13% compared with the same period last year. Terminal consumption continues to slump, causing some enterprises to continue to deteriorate financial reports, accounts receivable and inventory has risen, e-commerce website Carnival like promotional war seems to become the most significant inventory cleaning effect magic weapon.

However, the high inventory crisis in the clothing industry is not the solution of the one or two promotion. After all, the high volume sales are concentrated only in the flagship stores of several well-known clothing brands. The discount sale of "double eleven" has also brought another hidden danger: the hot sales growth has already raised consumer's enthusiasm and demand ahead of time, and the sales of solid clothing stores will be even more worrisome this winter.

　 "Fitting room effect" popular

Online and offline channels difficult to coordinate

Jiang Weiwei, a white-collar worker who used to be a frequent visitor to the mall, kept the frequency of going to Xidan once every two weeks. But two years ago, Jiang Weiwei's consumption pattern had changed. He still frequented shopping malls, but he only went shopping, but after trying out his clothes, he bought them online, and the price was "less than 30%". Like Jiang Weiwei, there are not many people who abandon shopping centres to online shopping. This phenomenon is known as the "fitting room effect" in the industry.

"The huge difference between online and offline prices has led to this phenomenon." Ma Gang told reporters that in order to win the traffic flow, the online sale system had a great impact on the sales system of the entity store. In addition, the confusion of channels is also a key reason. "There are different ways of dealing with different channels. The pressure is different and the way of doing things is different. For example, the pressure of A is big enough to sell for 50 yuan, and the pressure of B is not so great that it will sell 80 yuan, no matter how it is.

For traditional clothing enterprises, they are interwoven with love and hate. Because it can expand sales channels, but also acts as an important channel to digest inventory.

However, the impact of electricity providers seems to be even greater. A typical example is Lining. Since September, Li Ning Co has used its offline channels to promote online shopping centers, and the low discount of online sales has led to the sale of physical stores. Li Ning Co's distributors have complained a lot about this. Although Li Ning Co has vowed that the importance and core position of the entity store in Li Ning Co can not be shaken, the friction on the line has not yet subsided.

In fact, Lining's troubles are in the whole industry. Garment industry Now it is faced with the problem of sales coordination between the two major channels of online and online business. The rise of the electricity supplier has led to the stagnation of offline sales to some extent. How to make reasonable use of the advantages of the electricity supplier has become a difficult task for every garment enterprise to overcome.