服裝行業(yè)誰有辦法清庫存，誰就有實(shí)力進(jìn)一步走下去
【YKK拉鏈行業(yè)新聞】在過去幾年里，飽受打擊的服裝和零售行業(yè)也失去了很多地位，但自2017年以來，降溫形勢有所改善。
在線渠道在其中起到了一定作用，唯品會的崛起表明，庫存銷售是一項(xiàng)不錯(cuò)的業(yè)務(wù):
服裝是高頻的，只需要一半的標(biāo)準(zhǔn)產(chǎn)品，有廣闊的市場;
服裝種類不可能缺貨。由于季節(jié)性和時(shí)尚性的原因，貨物的滯銷意味著儲存利息和過期的風(fēng)險(xiǎn)。
服裝產(chǎn)品的增長率一般是2倍以上，毛利率高，使平臺有足夠的差價(jià)來支持打折特價(jià)銷售和利潤。
唯品會特價(jià)銷售模式收取扣除點(diǎn)利潤，可以堅(jiān)持毛利率相對穩(wěn)定，20%~25%，嘉興ykk拉鏈但穩(wěn)定性是好事，也是極限。特殊的銷售模式需要繼續(xù)穩(wěn)定交通，與快速的物流系統(tǒng)合作。由于在線客戶利率越來越高，唯品會的利潤空間越來越小。
2017年，唯品會開始撕下庫存特價(jià)標(biāo)簽，打破模式的天花板，轉(zhuǎn)型為“全球精選、正宗特賣”的另一個(gè)主要渠道，天貓開始將重點(diǎn)轉(zhuǎn)向食品保健。
這給了新球員一個(gè)機(jī)會。社交電子商務(wù)公司如群集、全球捕手和pedodo的奇跡指出了社交網(wǎng)絡(luò)的價(jià)格低迷，兩個(gè)公司在微信上進(jìn)行庫存分配，在月中籌集資金。
7月2日，aidsu完成了由junlian capital牽頭的B輪融資5.8億元，其次是中鼎風(fēng)險(xiǎn)投資和中國發(fā)展集團(tuán)。
7月17日，優(yōu)衣庫完成了由騰訊領(lǐng)導(dǎo)的數(shù)億元人民幣b輪融資，緊隨其后的是IDG風(fēng)險(xiǎn)投資集團(tuán)長青和袁靜。充盈資本作為這輪融資的獨(dú)家財(cái)務(wù)顧問。就在今年6月，優(yōu)衣庫宣布，以IDG capital為首的一輪融資規(guī)模為1億元人民幣。
平臺的應(yīng)用形式,兩家公司幾乎沒有區(qū)別:S2b2C模型,上游與品牌的庫存方面,下游為專業(yè)提供真正的和低價(jià)庫存wechat代理商購買,產(chǎn)品由wechat分布式業(yè)務(wù),形成一個(gè)新的交易系統(tǒng)對消費(fèi)者品牌的一面——平臺——小乙wechat購買代表品牌。
簡而言之，這兩家公司是低發(fā)行版的唯品會+。
限時(shí)庫存銷售，低發(fā)行版“唯品會”
好衣服和愛的庫存定位是明確的，就是在做網(wǎng)店前做些什么:庫存銷售。
根據(jù)這兩個(gè)app的內(nèi)容，我們還可以看到大家熟悉的“提前通知”和“截止訂單”，臺州ykk拉鏈我們可以判斷服裝倉庫和love inventory與唯品會的銷售模式相似。
會議地點(diǎn)的銷售日程和預(yù)覽與唯品會類似
談一談第一只產(chǎn)品將銷售模式:品牌第一次宣布他們的唯一產(chǎn)品預(yù)測,預(yù)測銷售貨物發(fā)送貨物到倉庫后,庫存,開始的時(shí)候活動(dòng),品牌方在后臺檢查銷售情況,定時(shí)減少單,每一個(gè)部分,只有產(chǎn)品倉庫交貨,客戶返回返回到品牌方倉庫直接將返回剩余的貨物后本賽季。
模式Vipshop出售沒有租用成本,但扣點(diǎn)高約為30%,但Vipshop迅速處理大量的庫存商品,溫州ykk拉鏈和更少的價(jià)格影響其他在線或離線品牌系統(tǒng)(Vipshop和淘寶商城,京東用戶重疊程度不高)國內(nèi)外一二線品牌Vipshop清理庫存,甚至一些品牌將Vipshop作為主要的銷售渠道,加速現(xiàn)金流。
好的服裝店和愛心庫存的上游也與品牌庫存相聯(lián)系，但它是一個(gè)低分銷的版本。與唯品會相比，好衣庫的品牌定位較低，庫存較少，工作時(shí)間只有3天。此外，從特價(jià)銷售品牌的角度來看，服裝倉庫明顯比唯品會低一到兩個(gè)層次。另外，根據(jù)宜博的報(bào)告
Over the past few years, the battered clothing and retail sectors have also lost much of their status, but the cooling situation has improved since 2017.
According to the analysis of changjiang securities, the wholesale destocking at the level of China's textile and clothing industry was basically completed in 2016, and the channel destocking at the same time was approaching the end. The overall performance of China's garment sector began to improve in 2017, mainly due to the digestion of inventory. This is also in line with the industry's argument that the industry depends on who makes money, and whose inventories are cleaner.
Online channels play a part in this, and the rise of Vipshop shows that inventory sales are a good business:
Clothing is high frequency, just needed half standard products, there is a broad market;
It is impossible for the clothing category to be out of stock. Due to the seasonal and fashion nature, the late sale of goods means the storage interest and the risk of being out of date.
The increase rate of clothing products is generally more than 2 times, and the gross profit is high, which enables the platform to have enough price difference to support the discount special sale and profit.
Vipshop special sales mode charges the deduction point profit, can insist the gross profit rate is relatively stable, 20%~25%, but stability is a good thing, but also a limit. The special selling mode needs to continue to stabilize the flow of traffic and cooperate with the rapid logistics system. As the online customer interest rate is higher and higher, Vipshop's profit space is lower and lower.
In 2017, Vipshop began to tear off the inventory special sale label, break the ceiling of the mode and transform into another major channel of "global select, authentic special sale", while Tmall began to shift its focus to food health care.
This gives new players a chance. Social e-commerce firms such as swarming, global catcher and the miracle of pedodo point to the price depressions in social traffic, with two companies doing inventory distribution on WeChat raising money in the middle of the month.
On July 2, aidsu completed a series B financing round of 580 million RMB, led by junlian capital,ykk拉鏈followed by zhong ding venture capital and China development group.
On July 17, uniqlo completed hundreds of millions of RMB b-round financing, led by tencent, followed by IDG venture capital group changqing and yuan jing. Chong ying capital acted as the exclusive financial adviser for this round of financing. Just in June, uniqlo announced A rmb100m a-round led by IDG capital.
From the platform of App form, there is little difference between the two companies: the S2b2C model, the upstream connects with the inventory of the brand side, the downstream provides the genuine and low-price inventory for the professional wechat business agent purchase, and the product is distributed by wechat business, forming a new trading system for consumers of the brand side -- platform -- small b WeChat purchase on behalf of the brand side.
In a nutshell, these two companies are the low-distribution version of Vipshop +.
Limited time period inventory sales, low distribution version "Vipshop
Good clothes and love inventory positioning is clear, is to do Vipshop before doing something: inventory sales.
According to the content of the two apps, we can also see the familiar words of "advance notice" and "cut-off order", and we can judge that the clothing warehouse and love inventory are similar to Vipshop's selling mode.
The selling schedule and the preview of the meeting place are similar to Vipshop
Talk briefly first only product will sale mode: brand first to declare them in the only product for forecast, forecast sales after the goods sent to goods to warehouse, inventory, at the start of the activity, brand square in the background check sales situation, timing cut single, every section, only products are a warehouse delivery, customer return is returned to the brand party warehouse directly, will return the remaining goods after the season only.
Mode Vipshop sale without occupancy costs, but buckle point is high at about 30%, but Vipshop quickly dispose of a large number of inventory goods, and less impact on the price of other online or offline brand system (Vipshop and Tmall, jingdong users overlap degree is not high) at home and abroad by a second-tier brands Vipshop clearing inventory, or even a few brands will Vipshop as the primary sales channel, accelerate cash flow.
The upstream of good clothes store and love inventory also connect with the brand inventory, but it is a low distribution version. "compared with Vipshop, good clothes warehouse locates low line brands and shallow inventory, with a small amount of work schedule only for 3 days. Moreover, from the point of view of the special selling brands, the clothing warehouse is obviously one or two levels lower than Vipshop. In addition, according to the report of yibo power, most orders on the platform of the clothing warehouse are directly delivered by the brand to the daigou or consumers.
From the perspective of business connection only, for the brand side, there is no difference between the special sales of good clothes warehouse and love inventory and the special sales of Vipshop, which means that the brand side will encounter the same problem in good clothes warehouse and love inventory.
On the one hand, the discount will have an impact on the brand image. The more important model of special sales has not stabilized the store and user evaluation. Therefore, the online brand building position is generally able to face the consumers' Tmall and taobao.
But only has one batch of products meeting by continue to sale of the brand, often on taobao, Tmall survival difficult, presumably good library and love on the inventory may also have this kind of phenomenon, but you can be sure if anyone has the potential to do big, without the brand sale is willing to do for a living, and it is WeChat this hidden, do not brand awareness.
Wechat business distribution consumer upgrade"
There are several main ways to play social traffic on WeChat: haggling prices, scrabbling, head-pulling and distribution. WeChat's relationship chain is naturally suitable for distribution mode.
Take a case study. On May 11, 2018, at the third anniversary celebration, Mr. Xiao announced that the annual GMV of his platform will exceed 10 billion yuan in 2017, with 4 million merchants and more than 3 million shopkeepers (i.e. paying members). Although there is no more third-level distribution, even first-level distribution will give shopkeepers a chance to earn a profit.
Like huazhong, good clothes store and love inventory are also S2b2C models "and distribution is also the main social game.
Good clothes storehouse, love stock also needs invite code ability to use, good clothes storehouse does not collect member charge, love storehouse should pay 298 yuan membership fee, sell inside two months full 5000 yuan returns. The membership fee of 298 yuan is the same as that of zhonghu. After paying 398 yuan platform service fee, zhonghu will become the owner. At the heart of both is screening "traffic entry" shop owners.
Increasing the entry threshold, on the one hand, is to screen accurate users, on the other hand, is also to raise the threshold of the platform. If there is no hierarchical differentiation, then distribution cannot play a role.
In addition, the profit of clothing is not as high as that of cosmetics and health care products. Therefore, although the clothing warehouse and love inventory are "low-quality", they are far more "compliant" than those gathered at wechat business.
However, without the "off-line" commission mechanism, both uniqlo and aiqlo lack the driving force of "sharing and making money". They can only rely on price driven.
As a platform party, uniqlo and aiqlo can charge certain deduction points to the brand party, or directly buy out self-management to improve profits. For wechat business, the platform provides a channel for them to get authentic goods at low prices, and should provide assistance and incentive as far as possible so that they can distribute more brand inventory.
In the end, the birth of Vipshop + of "low distribution" Vipshop +, the "low distribution" Vipshop +, and the advantage of flow price, let wechat business come to the surface before "low and not guaranteed", the so-called "efficient brand to inventory, daigou stand to earn money, consumers good goods are not expensive" or not expensive "on the key.
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