Jinjiang Shoe Clothing Sale At The End Of The Year Is A "Group Army" Campaign.

< p > < strong > > < a href= "//www.sjfzxm.com/ > > sale > /a >" cabbage price "< /strong > /p >

< p > is no stranger to special sale, < a href= "//www.sjfzxm.com/" > Jinjiang < /a > local enterprises. However, the sale before us this year seems to have a slightly different flavor.

< /p >

< p > past sale is just a simple discount for handling inventory.

In order to get rid of the stock as soon as possible, the sale of such funds is not necessary, especially in terms of prices.

In the past two years, this situation has gone to the extreme: the whole house has been folded, and there has been a "minimum 19 yuan" immediately.

Shoes and clothing products sell the price of Chinese cabbage, while consumers are stunned, they are also satisfied with the purchase.

< /p >

< p > however, after all, this can only be regarded as a special method adopted in a special period.

Over the past few years, many shoe and clothing enterprises have high inventories due to their erroneous estimation of market potential and the overall unsatisfactory environment.

In order to deal with this part of the "bad assets" as soon as possible, shoes and clothing enterprises can only take the wrong measures to deal with the inventory in this special way.

< /p >

It is undeniable that P has played a crucial role in the return of funds.

It is reported that last year, Shishi textile and Garment Association organized several special sales meetings, each time there were tens of millions of yuan of funds returned.

At the end of last year, the welfare meeting held at the end of last year was astonishingly withdrawn from 160 million yuan in 45 days.

Considerable funds will be withdrawn, so that the brands that are caught up in high inventory will put down their arrogant posture and take the initiative to join various forms of sale.

< /p >

< p > however, the price of this cabbage will certainly damage the brand image to a certain extent.

"Since I have seen such a low price brand clothing in Jinjiang, let me spend the original price 6~8 discount to buy this brand, I will feel very much."

At the sale of a brand, a consumer said.

In fact, this mentality is not a single case. Many reporters expressed similar opinions in random interviews.

< /p >

What is the essence of "P" special sale? At least in my view, it is not selling shoes and clothing products at the price of Chinese cabbage.

In fact, with the development of social economy, consumers are not as sensitive as they used to be.

As the reporter interviewed, a consumer said: "the price is cheaper, clothes and shoes are not good-looking, no features, and I will not buy them."

In this era of increasingly smart consumers, good sales must be based on excellent products.

< /p >

"P > this year, the various changes in the various special stores held on the ground in Jinjiang this year, to a large extent, also show that the" cheap "sale strategy is no longer the magic weapon to attract consumers.

Whether it is to increase product categories through hugs, or to expand its influence with various new media, Jinjiang's shoe and clothing enterprises are more familiar with the way of sale.

As for the attitude toward sale, enterprises are also experiencing positive changes: from simply using it as a means to digest inventory, to really regard it as a festival to give consumers good feedback and interact with consumers.

< /p >

< p > a realistic foundation for this change is that after two years of de stocking, the high storage condition of shoes and clothing enterprises has been improved.

Data from the upper reaches of shoes and clothing can also be a good proof of this view: from the third quarter's performance, although the number of local textile manufacturing listed companies has not increased significantly, net profit has increased significantly.

Industry analysts pointed out that textile and apparel industry is a very important cyclical industry. With the global economic environment gradually recovering from the trough, the overall market of textile industry will also gradually warm up, and next year or usher in the overall recovery.

< /p >

< p > the same sale, but the feedback is completely different.

After the first two years of the "cabbage price" like "super low price sale", the sale of the ground floor sale in Jinjiang this year is undoubtedly a more positive signal.

< /p >

< p > < strong > reporter observed < /strong > < /p >.

< p > < strong > new strategy < a href= > //www.sjfzxm.com/ > brand > /a > business holding company sale > /strong > /p >

< p > < strong > new nodes will be sold from the end of the year to the end of the year without /strong > /p >

< p > December 5, 2013, on the road of e-commerce on the front of China shoe capital e-commerce center, the 2013 international shoe festival of China Shoes Capital International Shopping Festival was held by the people's Government of Chen Dai town and the e-commerce center of China shoes capital.

During the procurement Festival, Anta, XTEP, 361 degrees, Jordan, noble bird, del Hui, Xi De long, Hyde wolf and other more than 60 domestic second tier brands will be present.

Not only that, the more than 400 business centers of shoes business will also show themselves at the scene.

< /p >

< p > this is a highlight of this year's sale: from single to uniting.

There are many factors leading to this change.

< /p >

< p > saving cost.

The upcoming sale at the end of the year will be a battleground for many brands to focus on inventory.

Lin Chuanbo, marketing director of Lion Brand outdoor products Co., Ltd., told reporters that the general brands prefer to store in the shopping mall where people concentrated in traffic volume. But by the end of the holidays, such a sale stalls became scarce.

For example, a shopping mall in Xiamen from December to the end of January next year, the special stores are basically calculated at the price per square meter per day. Some good locations or even one square meter will cost more than 200 yuan a day. In this way, a site of about 50 square meters will cost as much as 10000 yuan per day, which does not include labor costs.

< /p >

< p > in order to share the cost, this year, many local brands of the same shopping mall choose to bundle together for special sale, and immediately sing the multi brand stock sale. The BELLE, the nine herdmen, and the Tianlun Tiante store will be opened in Wanda.

And the above China shoes city first brand shoes and clothing international procurement festival also has this consideration.

< /p >

Another important reason for P is to enrich products and attract consumers through the form of alliance.

Generally speaking, such a special sale place will choose the brand cooperation of the same brand grade and different categories. For brand enterprises, such a group sale exhibition is both a chance to display the brand, and also a good time to inventory and focus on promotion.

According to the introduction, lion brand outdoor will also join hands with a well-known local man's clothing.

< /p >

Wu Ziqin, director of marketing of Tianlun Tian outdoor products Co., Ltd., said that such a multi brand joint sale from rental venues to careful exhibition, and even multi-channel advertising and promotion, all the expenses are assessed. The brand business can be seen as a "light pack". Many brands jointly build platforms, many brands of shoes and clothing show joint exhibitions, and the people enjoy the benefits of the P mode.

< /p >

The idea of < p > has also been approved by Chen Chuifeng, director and deputy general manager of e-commerce center, "a href=" //www.sjfzxm.com/ "shoes" /a.

"By organizing this activity, we will also be able to better assume the task of building a sales platform for local industries, while enhancing the visibility of the centre."

Chen Chuifeng said.

< /p >

< p > sports brand is suffering from high inventory for many years. To avoid weight bearing, more and more outdoor sports brands put year-end sales on the important daily agenda of enterprises at the end of the year. This is also the best way for enterprises to clear up inventory and quickly withdraw funds.

< /p >

< p >, therefore, in order to better start this brand sale war, this year, Tianlun Tian even started selling a month in advance. Even in such a miserable season of November, the sales income in the whole month was nearly 2 million yuan, and the overall effect was good, Wu Ziqin revealed.

{page_break} < /p >

< p > "in fact, in order to be able to test the acceptability of consumers' sale price to Tianlun brand, what kind of sale mode is best suited to their brand? In November, Tianlun specially arranged special stores in various parts of Fujian province. These special stores are distributed in different regions, which can be roughly divided into two different formats: shopping malls and supermarkets.

After a number of experiments, we found that the sale of shopping malls is much better than that of supermarkets. The highest discount can be sixty percent off, while the business super can only achieve seventy percent off. The low discount will not only affect the recovery of the profit but also indirectly hurt the brand value.

Therefore, we will tend to consider the use of shopping malls in the next sale shop.

Wu Ziqin said.

< /p >

< p > of course, in addition to investigating the most suitable sale mode, at present, the sale of Tianlun Tian is entering the intensive product mix preparation. In order to ensure the sale effect, Tian Lun Tian will make overall planning and unified recycling for the national market goods. After that, the Fujian market will become one of the stock handling channels of Tian Lun Tian brand.

< /p >

< p > it will not be the first time that the sale will be one month ahead of schedule.

Perhaps in the past, the sale would be "exclusive privilege" at the end of the year, but many consumers nowadays find that sale has basically become a norm.

< /p >

< p > the first floor atrium of many shopping malls, or places with large vacant areas, now have special brands for sale all the year round.

In these locale reporters, these shoes and clothes not only have this year's off season money, but also include the annual clothing including the four seasons. Take a local children's wear brand as an example, a down price clothing priced at 658 yuan is sold at sixty percent off in the special sale place, and the price is 263.2 yuan after the discount.

< /p >

< p > in fact, under the background of the overall economic environment downturn, not only is the sporting goods industry sluggish, high inventory, such a situation also appears in the local children's clothing and outdoor shoes enterprises.

In addition to the popularity of brand sales, more and more local brands have accelerated their own "factory stores" construction, and gradually formed a small scale "regional sale" business circle.

In Jinjiang, including sunshine road, Chen Daiwu bridge head and other places, these one or two years have opened many brand "factory shops". Under the backlog of inventory, this is also a good way to eliminate inventory except the end of the year.

The Hongxing Erke store, located in Changxin Road, Jinjiang, extends from the end of last year to this year.

< /p >

< p > with the popularity of smart phones, WeChat and mobile Internet shopping are taken into account when it comes to the sale of a single enterprise or the selling field of a company.

< /p >

< p > December 4th, located at the gate of LLH headquarters in Changxin Road, Jinjiang, although there is still a few days away from the annual year-end welfare meeting of Lon Lang, there are now three to five groups of people who are holding their mobile phones to scan the two-dimensional code on the big Yi Lai Bao.

In this easy way, you can teach people how to book tickets for the Welfare Club through the WeChat platform in a detailed way.

< /p >

< p > not only did a large amount of Yi Bao be put on the door, but also the two-dimensional code was printed in the eye-catching position on the admission ticket of this year's Welfare Association.

< /p >

"P" is also adopted by the international purchasing section of brand shoes and clothing, which is led by the Chen Dai town government and the e-commerce center of China shoe capital.

"All participating consumers can enjoy preferential treatment not only when buying, but also participating in our raffle activities by sweeping or entering the official WeChat platform of" cnxdds "to focus on the" e-business center of China Shoes Capital ".

Chen Chuifeng told reporters.

< /p >

< p > in the concept of e-commerce center of China shoe capital, the international sourcing festival of brand shoes and shoes is not only an attempt to sell online and offline, but also a starting point for shaping the new mode of online shopping in the shoe business center. They hope to make the e-business center of China shoe center a never-ending shoe and clothing shopping mall.

< /p >

"P >" during the procurement festival held by us, not only Anta, XTEP, 361 degrees, more than 60 domestic brands of the first and second brands were displayed on the spot, but also more than 400 electric business enterprises who had entered the shoes business center, also showed their self demeanor at the scene.

Consumers can experience the physical terminals of these more than 400 business enterprises. After satisfaction, they can buy online, and truly realize O2O.

Chen Chuifeng said.

< /p >

< p > the use of new media is not only to attract more consumers, but also to publicize the brand image.

Most enterprises have worked hard in terms of brand awareness and scope of influence. In fact, many years of operation and marketing have already created a certain number of loyal customer groups, and the concept and value of the brand have already penetrated into this group.

In addition, in daily advertising and brand promotion, it also covers a large number of potential consumer groups.

Sales promotion and other promotional forms provide a platform for attracting, nurturing and consolidating customers: loyal groups can feel the sincerity of enterprises more, thus creating more identification and dependence on brands, while potential consumers who are attracted by low prices can cultivate and guide the group through the opportunity of activities, and gradually guide them to brand recognition.

< /p >

< p > in fact, many brands do this.

This is the view of Li Bo, the custom-made Department Manager of the company.

< /p >

< p > "many people in the industry worry that the sale season will cause loss and loss to the brand of the enterprises to a certain extent.

But in my work experience, what I see is the promotion of brand.

Li Bo said.

< /p >

< p > Shi Zhengzhi, Secretary General of Quanzhou textile and clothing trade association, also said that with the change of people's living consumption concept, the high quality and low price stock clothing has attracted general attention. Leisure shopping in the tail cargo market has become a new fashion. If the enterprise can guarantee quality and service, it will also be good for the brand.

< /p >