"Extort a palace" in Ji'nan City
source: economic guide Author: Mou Dehong
16 afternoon, the hot hot sun without blocking the rolling heat wave, in the wholesale market of Ji'nan clothing wholesale market between the huge volume of commercial city wantonly roam.
"a few days ago, a fellow townsman moved out of the shop." Zhao Jiading, a Zhejiang garment wholesaler, murmured in front of a closed door store with an economic newspaper reporter. "In a few days, there are two other townships in the other business city that may also be withdrawn..." Zhao Jiading is desolate. "
" Zhao Jiading is a representative of the wholesalers of small shoes and clothing brands in Ji'nan's clothing market, which should be a bad case. " In an office in a hotel near the Jinniu building market, a new secretary of the Secretary General of the Ji'nan Xingqiao shoe clothing chamber of Commerce, the Secretary General of the chamber of Commerce, confirmed that the small shoes and clothing brands are facing an unprecedented "market cold" due to the rise of e-commerce, economic depression and the superposition of multiple adverse factors such as homogeneous competition. Winter ".
medium and small brands encountered "cold winter"
"according to us, we know that there are about 5000 businessmen in the wholesale market in Ji'nan, and there are only 500 members of our chamber of Commerce, which basically covers the middle and high end shoe operators." Mr. Wu, the Secretary General's guide, reported to the reporter. He revealed that, in fact, two or three years ago, the merchant merchants of the wholesale clothing market in Ji'nan had found that the orders of the two to four level urban agents in both the province and the province had been reduced in varying degrees. After the establishment of the chamber of Commerce, a simple investigation was made, and the conclusion was that all orders were down from one to 30%. "Middle and high-end brands remain the same, let alone low-end brands." He said.
46 year old Zhejiang Taizhou clothing wholesaler Zhang Huaguo, began to go to Ji'nan for wholesale clothing in 1987. In 2006, it began to represent a second line men's clothing brand in Jiangsu. In the past few years, the commercial network has spread throughout Shandong and some counties and provinces in the surrounding provinces and provinces. When the reporter saw him, he was working with his son and several staff to sort out the newly decorated shop. Because the store is located in the Shangshan mall, which is a storehouse mall, plus weekend, hundreds of square meters of the gate store is quiet and slightly empty. He said that bad business is the common aspiration of the industry colleagues in recent years. This year, he spent hundreds of thousands of yuan to redecorate the storefront, hoping to give the franchisee a better visual impression.
guide reporter contacted Zhao Jiading's two close neighbors through various channels. After the news reporter made a guarantee of his name and clothing brand, two small bosses poured out the bitter taste of their clothing wholesale in Ji'nan for a few years. They all came to Ji'nan to run their clothing wholesale business a few years ago through their fellow countrymen or relatives. Although it is as hard to develop the franchisor as the successful fellow townsman, and strive to promote the value of the brand to the franchiser and even make the profit to them, the business is still not rising. Because they have just arrived in Ji'nan for several years and have not accumulated too much family property, the cost of living and operating is high. It is reported that they are trying to deal with the bulk of the stock that has been backlog in recent years. They have been treated almost as much as they are, and they are thinking about going back to the house or doing some other business on the spot.
ferocious ecommerce to take away the rice bowl
"the business is cold. At first, we could not think about it, until one day, a logistics company contacted the shop of a Quanzhou hometown in Fujian province to connect with the address of the online order. Take our business... " In the mouth clothing building manages several unknown brand children's clothing Fujian Zheng surname boss, 16 day tells the reporter.
"e-business takes away the business of Zheng's boss. It's not hard to imagine." In recent years, Li Fangyi, a well-known marketing expert on e - commerce, explained that "the main consumer of electronic commerce is young people between 20 and 30 years old, and the age of clothing consumers who love online shopping may be even lower." Young people of this age, with their income level, are mostly prohibitive in front of well-known or luxury brands, but they have a strong consumer power for the middle and low end brands between 200-300 yuan, and they are not sensitive to the brand, and they care more about fashion style and fashion. " He said that in the past 10 years, a large number of international famous brands have been produced in China, and the Chinese clothing industry has accumulated a large amount of production capacity, and it has also basically caught up with the world trend in fashion design. This capacity resource is not only available to existing clothing companies, but also used as a rising star. As a result, when there are various cost advantages of e-commerce, and compared with the logistics, price, comprehensive cost and many other aspects of the medium and small brand entities do not dominate, in order to compete for the same consumer group and meet each other, victory and defeat are clear.
Matthew effect of the difficult redemption of
"since the previous two years, we have noticed that members of the chamber of commerce are discussing the difficult topic of small and medium clothing brand management, so our chamber of Commerce has consciously invited South Korean clothing and other business enterprises to teach the business for everyone, I hope you can know your own knowledge. And learn from the experience. " Ji'nan Wenzhou chamber of Commerce Secretary General Wang Xubao told reporters.
according to the reporter, the Wenzhou merchants in Ji'nan present a total of 1400 large and small, small and small brands at home and abroad. Of them, 80% of them are clothing brands.
"no brand can guarantee that there is no tail cargo. The key is to see how the enterprise operates, so that the tail cargo and inventory will be reduced to a minimum." "Shoes are not high-tech products, how to choose suitable franchisers and build a complete marketing channel is the key to marketing success," Lin Yongjing, general manager Lin Yongjing, said when he led a newspaper reporter to visit the office of 4000 square meters of his company in Shandong market headquarters, a leather shoe brand near the plate bridge. The difference between a big brand and a small brand is that a large brand enterprise can provide a complete set of mature store development management and tail cargo handling mechanism to franchisees.
"the strong invasion of the traditional retailing industry, not only changed the distribution pattern and layout of the traditional clothing retail industry, but also made the" Matthew effect "more obvious in the Chinese clothing (000902, stock bar) market. With the growing scale of e-commerce, the living space of small and medium-sized clothing brand entities will be further compressed. Li Fangyi said, "in recent years, the Chinese shoe clothing market has sprang up a number of new commercial formats, such as' oteles', which have the function of digesting the tail and stock. This has been a life-saving straw favored by many second line shoes with low performance. For a large number of small and medium sized brand operators in Ji'nan's clothing wholesale market, it may be able to find a breakthrough in the dilemma of redemption if they are able to find a match point with the different levels of the city market positioning strategy, such as' oatles', according to their own brand positioning. "
General Manager of Shandong Maochang Century Investment Co., Ltd., Chen Zhaoshun, and his company have been committed to investing in ograph discount stores all over Shandong in recent years. He said that although Oteri J was very careful when choosing a partner, it would be more likely to cooperate as long as it was able to fit in with the Oteri J position on the target market and the quality of the product was reliable.
after receiving a phone call from a Boxing County franchisee and promised to visit the guide nearly a day ago, Zhang Huaguo told the reporter: "for wholesalers, losing franchisees is the loss of a job." He said that next step, they will try to improve franchisee's store management and profitability through visiting guidance. Because only performance and profits go up, franchisees can not lose.