Transformation for clothing wholesale, retailers are unavoidable topic. Among them, some open "hey guest" shop, get through online and offline joint operation; Some cast off the middle agents, their own set up a direct store; Some turned the main battlefield from prefecture-level cities to counties and townships. In short, the new normal, whether you like it or not, will change or die.


The clothing industry has escaped the nightmare of store closings, but not the pain of transformation.


Transformation for clothing wholesale, retailers are unavoidable topic. Among them, some open "hey guest" shop, get through online and offline joint operation; Some cast off the middle agents, their own set up a direct store; Some turned the main battlefield from prefecture-level cities to counties and townships. In short, the new normal, whether you like it or not, will change or die.


Circumstance: turnover by add drop old connoisseur also by mow down


Last Saturday morning 10:30, zhengzhou wto shopping center on the fourth floor underwear salesman anwen ushered in the most busy time of the day: just off a group of customers, followed by the store and a group of civil rights, lankao old customers. No more than 5 minutes of stay time, the latter readily single a total of more than 4000 yuan of goods.


Even so, anwen's boss, ba jiawei, the general manager of henan zhongcheng trading co., felt that business was much worse than before. One of the most prominent feeling is "not good investment", "in the past to point to preferential policies, lower-level agents signed on the merchants, now give a lot of preferential policies, they are still watching".


Another owner of a wholesale underwear business just got the report for march and April. Business has been particularly bad this year. It hasn't been good every year, but at least it's been increasing.


Have the same feeling, still include to reside jin rong to trade city 10 years of long of Shanghai gold water lily lives in science and technology limited company general manager wang xuan, "last year moutang turned over many to do the old dry home of dress. I was in a mall in luoyang retail stores, a year down the loss of one hundred thousand, there are a lot of small shop anti-risk ability is poor, do not go on the road. Then the store had to change the clothing area into a dining area.


One of the most impressive changes for wang xuan is that the high-end clothing business has become more and more difficult to do. Last year, I only sold two pieces of mink fur.


According to wang shaohua, CEO of ipu.com, which specializes in reselling vacant shops, the company closed more than 300 stores last year, with clothing stores accounting for 10% to 15% of the total.


Visit: different shopping malls, business performance "fire and ice"


Is this really the case? The reporter of henan business daily visited a large shopping mall of weilai road, a shopping mall of erqi road, a big city of Shanghai and part of the clothing market of zhengzhou railway station.


According to incomplete statistics, there are 24 clothing stores on the first and second floors of a large shopping mall on the road of the future, including some popular shops located in a good location and well-known brand stores. About hire make over reason is different, say "the home is in other place, the wife takes care of a child busy cannot come over", say "marry pregnant cannot take care of inn business". One of the women's clothing store at the bottom of the glass door "opening 20 percent" posters have not been removed, convenient hanging on the "store clearance processing" red banner, the lessor explained that the owner only operated for about 3 months, the main purpose is to clear the winter clothing.


In contrast to the above, these places are in very different circumstances.


Erqi road a shopping mall and big Shanghai city shops are in normal business, investment department staff said: "no ready-made empty shops." Jinrong trade city on the first floor of the crowd, the aisle of goods people rub shoulders with each other, want to pass by the basic "crowded". "Shops are in short supply and there are almost no vacancies. 2010~2012 is more popular, almost a shop is hard to find, a left, the merchant lined up to rob, compete to add money to rent. Jinrong commercial city merchants and market side said.


It is to sell dress likewise, why can appear so "ice and fire double sky" scene?


"It has to do with how each mall operates differently. The shopping mall on the future road takes the form of commercial real estate leasing. Erqilu some shopping mall is the form of deduction point + guarantee bottom of the department store, it is impossible to allow shops to be empty, business entry requirements are very strict, depending on whether your brand meets the requirements of the counter, consumer group positioning, in addition to the last elimination system. Industry insiders said, "zhengzhou railway station business circle clothing market accumulation for many years, stable passenger flow, clothing business is just need, so there will not be closed tide.


But there is no denying that shi yujun, a large-scale wholesale merchant in shopping center of zhengzhou shimao who has been engaged in the business for more than a decade (he should be asked to use a pseudonym), said that the phenomenon of store closures does exist, and most of them are concentrated in the stores along the street.


Clothing zero industry four changes


Change 1: clothing wholesale busy "net" : beware of reef hit inventory


Wang xuzhi, a self-employed wholesaler who asked to be identified only by his pseudonym, recently received first-quarter operating figures showing "turnover growth of more than 20 per cent". In the past few years, his annual turnover growth rate is 20%~30%. Why is the view so good?


In fact, under the impact of e-commerce, he chose to embrace rather than avoid. His business history almost coincides with the rapid development of e-commerce from tepid to booming. In 2010, before the spark of e-commerce had set the prairie abaze, he, as a wholesaler of clothing, sensed business opportunities and began to supply online and offline products. In 2012, e-commerce in full swing, he decisively abandoned the offline supply channels, only to supply online store owners. Wang xuzhi became the first early adopter of the crab and the earliest beneficiary.


But the online clothing wholesale market in zhengzhou has not fully opened. "Zhengzhou online clothing wholesale market prospects are very broad, but the current category of a single, only women's pants, no men's clothing and pregnancy, baby and child clothing, do too few people. Though the prospect of online wholesale is enticing, the reefs are big enough to tip the scales. Wang xuzhi once suffered a loss. Three years ago, he received a list of 40,000 pieces of women's trousers from an online store. In the middle of his dream, he woke up: the customer was discovered by the platform for brushing, the store's rights were lowered, and the commodity links were deleted, which directly led to the failure of 40,000 pairs of women's trousers he had prepared due to lack of channel sales.


Change 2: the battlefield from the city sinking county township: the big city opened small shop, small town opened big shop


On the day of the interview, wang opened a new store in gongyi. Up to now, in his total more than 30 offline stores, about 60% of the products directly for the county, township clothing supermarkets, clothing square.


"The performance of prefecture-level cities has declined, and the performance of county-level cities is much better than that of prefecture-level cities." Every week wang xuan will go to shop, not optimistic is that the city mall people sparse, standing at this end of the mall, can look at the other end. The choice layout county township, the market square throws to the olive branch, "the position may pick by oneself."


This is also the general trend. Clothing retail market profit from the main battlefield of zhengzhou, luoyang and other prefecture-level cities to the county and township sink.


In a wholesale market to organize the city's customers to attract investment activities, shi yujun found that in the past customers into the store may not clinch a deal, but now even the store is not into.


"The cost of rent in big cities is high, while the consumption ability in towns and villages is not low. Shi yujun said.


Change 3: agents transform their functions to act as service platforms and information centers for manufacturers


In the past, wang xuan took advantage of the information gap and price gap between different regions to take goods from manufacturers and wholesale to retailers. Now, he and manufacturers cooperation, their own shop, from the agent into the terminal business.


"Prices are becoming more transparent, terminals are demanding margins and there is inventory pressure - it is getting harder for agents to do that." In the future, factories will go directly to the terminal and bypass the agents. The shops will still exist, but they will become factories, dealing directly with consumers.


Under this kind of pressure, the agent function should change. "The agent ACTS as the manufacturer service platform and information service center, finds the source of goods and manufacturers from the upstream, collects information from the downstream terminal customers, and feeds back to the manufacturers, so as to follow the ordering mode of 'sales determine production'. Throughout the process, agents work around information flow and logistics.


"Sell to produce" mode, can be a good control of inventory, reduce overstock, avoid unsalable. And the existing return and exchange policy often leads to the industry's high inventory, often criticized.


Change 4: clothing wholesale market also try: online WeChat under the line "hey" shop


Jin rong commerce city northwest entrance, a room of about 5 square meters appears with the shop around antipathetic, room clothes rack is hanging a full of beautiful things in eyes summer outfit, a black screen that can touch relies on a wall to use.


"This is similar to the hey inn of sf, which serves as a display window for online and offline business, and does not do retail and wholesale business." "We select five merchants from the market, each offering two items and changing them once a week," said teng jingxing, head of jinrong trade city. "" in addition to displaying in this offline store, our WeChat platform also displays product information.


As a bold attempt of clothing wholesale to get through online and offline channels, this mode, on the one hand, provides an alternative source of goods for merchants, who are thousands of miles away and can place orders directly through WeChat. On the other hand, for the market to enter the merchant purposefully drainage.