How to clear out the large quantity of children's clothing in Four Seasons?

Channel 1: Online processing

High quality and low price are the most obvious labels for online products, and inventory processing and price reduction are also "nirvana". The same characteristics allow e-commerce to have a close connection with inventory processing from the beginning.

“At present, online channels have become a new channel for inventory processing.” Lin Shiti, chairman of Xiamen Sanlian Shangpin E-Commerce Co., Ltd., pointed out that normally, because shoe and clothing companies are all made to order, There was no e-commerce channel planning at the beginning of the launch. Currently, using inventory as the starting product of the e-commerce channel has become a common practice for many shoe and apparel companies to launch e-commerce.

In fact, inventory is also becoming a good "cannonball" for companies to attack online channels. Because the inventory itself exists, and even if the online channel achieves a 50% discount on shipments, the company will not lose money and can still sell the inventory. Shi Hairong, general manager of Wolf Warriors, also admitted that at present, Wolf Warriors’ online channels are mainly for selling inventory. "Of course, selling inventory online is just a common practice for shoe and clothing brands in the initial stage of operating online channels." Lin Shiti said that this approach in the initial stage is not only conducive to digesting inventory, but also conducive to companies exploring the specific details of online channels. Operational ideas.

However, although online channels seem to have become a new channel for corporate inventory sales, this is only a new battlefield after all. With a large number of brands gathering online, how to attract traffic? How to improve online information flow, capital flow, and logistics? How to promote online? Will online low prices seriously affect the brand image? These are issues that brand companies are still exploring.

Channel 2: Perennial Discount Stores

According to industry insiders, among Fujian men’s clothing, Seven Wolves of Business Men’s Wear is the first to use discount stores (also known as factory stores and specialty stores) to sell inventory. of. In 2001, Septwolves held a pre-renovation special sale on Shishi Zhenxing Road, setting a record of sales of 150,000 yuan in one day. Subsequently, Septwolves began to encourage internal employees to open special sales stores. Soon, men's clothing brands such as Attenborough and Weilu also began to follow suit.

It is reported that a certain domestic first-tier brand adopts the ratio of 8:2 to open genuine stores and discount stores to keep the inventory "sewer" unblocked and ensure that genuine stores do not discount all year round. It is precisely with a solid "sewer" treatment inventory that the brand's year-round no-discount marketing strategy makes it unique in the industry.

The area where discount stores are opened is the key to success or failure. Once it is not operated properly, it will easily affect the sales of regular-priced products and damage the brand. Therefore, discount stores usually only appear in third- and fourth-tier cities or communities. Industrial areas and other places where the flow of people are relatively concentrated but are not major commercial streets.

Currently, in order to prevent discount stores from affecting the sales and image of the main brand, some brands will cut labels on their inventory, and do not display the brand name in discount stores, and handle inventory "incognito". However, this form also brings a lot of management difficulties, because after all, it is a slow-moving product in stock, and it is unknown whether it can be sold after changing the trademark. Moreover, consumers may also suspect whether the trademark is counterfeit.

Channel 3: Concentrated sales outlets

Most of the sales outlets appear in supermarkets. In previous years, men's clothing brands usually only had special sales in shopping malls.

In this regard, industry insider Li Xinglin said that when an agent has more shopping mall terminal channels, the better he can do shopping mall sales. Because except for fixed holidays, each shopping mall has different activities. When one of the shopping malls has activities, the inventory of several shopping malls can be pooled together and rent a large venue to make a special sale. At this time, the agent Can have strong bargaining power in shopping malls. In this regard, companies such as Hudu and Dipai that develop regional agency systems are very advantageous because most of their agents own several shopping malls; in addition, the direct-operated shopping mall terminals of Hudu and Jiumuwang are also relatively small. If there are many, their headquarters can be used as a shopping mall special store.

Another venue for special sales is in large supermarkets. In men's clothing, this is still a relatively new approach. In the past two years, Seven Wolves began to dabble in it.

The most special sale is Lilang’s year-end sale.

According to the brand's marketing director Zhang Yufeng, its year-end sales in a few days can basically handle all the headquarters inventory for a year, and can generate more than 1 million yuan in cash flow every day. But there is a requirement for this approach. "This requires that the styles of the previous two years are very different from the styles of the current year, and the product differentiation is large, so that it will not have a big impact on current sales. Lilang is relatively fashionable among business men's wear, so The fabrics, styles and colors of their products vary greatly every year, which is the main reason why we will not affect the sales of the main brand. "Lilan's success has attracted many companies to follow suit, but in the end consumers have already remembered it. The first company to do this was just imitating others because the other brands themselves were not well-known.

Channel 4: Convert "circulation" to "wholesale"

At present, some brands that are still developing a monopoly system will sell through the sales channels of shopping malls and specialty stores. On the other hand, it operates in the wholesale market. This is also one of their business strategies. Some old and relatively unsalable inventory is circulated from the wholesale market at a lower price, while the exclusive system maintains a relatively stable price and establishes the overall image of the brand.

However, Mr. Lin, an industry insider, believes that this approach is not "pleasant". Some of these wholesale markets are for domestic and foreign businessmen. If it is sold domestically, although it faces different levels of consumer groups, on the surface it seems to have a relatively small impact on the brand. However, the overall image of the brand and the price system are easy to be disordered, and it is also easy to cause conflicts between shopping malls and wholesalers.

For overseas sales, buyers of off-stock products usually purchase old inventory from brand companies at very low prices, and then resell them to foreigners, or foreigners directly find brands to purchase inventory. The advantage of this method is that the inventory processing volume is large and the funds are withdrawn quickly, but the price is too low and the loss is huge. In the basement of the Overseas Chinese Commercial City in Shishi, you can often see the inventory of some men's clothing brands being bought in batches by foreign businessmen from the Middle East and other places.