Investigation On The Current Situation Of The Wholesale Clothing Market In China

For apparel wholesale market, online is not necessarily the main selling channel, but in today's limited market traffic, it is still necessary to develop online channels. Online and offline are the perfect state.

Affected by the epidemic, the passenger flow under the line has not yet been restored.

At this time in the past years, the wholesale clothing companies in all parts of the country were gathering and surging. Affected by the epidemic this year, some wholesale markets are not open yet. There are not many people in the market already open, and many stalls are still closed and buyers are few.

No passenger flow, no doubt to businesses and factories impact. Sales of goods do not go out, resulting in increased inventory of merchants, but also produced time cost and opportunity cost, reduced cash turnover rate, at the same time, also spent manpower and material resources, occupied warehousing, increased management costs. And inventory digestion also directly leads to a lack of cash flow, directly affecting the next quarter's procurement and benign turnover.

Faced with the severe market situation, businesses urgently need a sales channel to sell their products. Affected by the epidemic, the "home economy" has rapidly increased in China, and people are getting used to shopping online. Against this background, clothing merchants have been fighting online, opening live and small program selling mode.

The government helps merchants turn to "net goods suppliers".

Yu Fengxia, deputy director of the National Information Center Sharing Economic Research Center, said that the development of consumption will generate new trends after the outbreak, such as accelerating the online transformation of consumer behavior. Consumers will pay more attention to the convenience, individuation and quality of services. The data accumulated by the electronic business platform can reflect these trends in time, provide reference for offline enterprises and speed up the resumption of production terminals. Yield.

In addition, e-commerce platform docking industrial belt also meets the needs of local governments. Taking Guangzhou as an example, the specialized wholesale market has always been an important part of Guangzhou's commerce and trade. Due to the needs of industrial upgrading, in 2019, Guangzhou has classified the transformation of specialized wholesale market as one of the nine key tasks in the city.

On the one hand, the Guangzhou municipal government hopes to promote the upgrading of the wholesale market through new business models such as electricity providers and modern distribution. On the other hand, there are also problems in the wholesale market, such as poor hardware facilities, backward means of trading, homogenization and low level competition, and pressure on urban governance. The electricity supplier platform actively connects with the industrial belt and the specialized market, and also allows enterprises to have a place to undertake.

Guangzhou Business Bureau official said, Guangzhou is helping the traditional wholesale market as a whole to move online, online and offline shops one by one, to help wholesalers wholesalers into "net goods suppliers".

Online find out the way, live inventory.

The clothing wholesale industry is trying to find a way out for "self rescue", while online live selling does not require offline crowd gathering, which is a good way out. Like Hangzhou Sijiqing, Guangzhou Baima, Wanjia and other markets, stalls shop assistants have been involved in the live broadcast, through online channels to digest spring stock.

Live selling of e-commerce platform not only ensures interaction and real-time feedback, but also shortens user decision time and improves efficiency.

The electricity supplier sells live goods directly, not only lets the user obtain the actual benefit on the platform, but also lets the merchant obtain the new sale channel. There is no doubt that live selling is gaining popularity. Data show that last year, live GMV (total transaction volume) was about 300 billion yuan, and it is expected to impact trillion volume in the future.

But for those who do not have the experience of live broadcast, there will be many difficulties in selling live online.

Mr. Zhu, who is doing the wholesale business of the three level market, said that in the face of the severe market situation, he also followed the lead of the live broadcast business. But Mr. Zhu said that more and more merchants are selling live goods, and how to get more public domain traffic rights on the platform is the biggest dilemma. "No organization, no good traffic entry, it's not easy to sell live goods online on your own." Mr. Zhu said.

Make the transaction in the simplest way.

"To make an electronic business to seek death, not to do electricity providers and other deaths" is a lot of clothing merchants often talk about it. "Finding death" may still have a chance of survival, but the negative attitude of waiting for death is intolerable, so businessmen have been trying to fight online. In recent years, live broadcasting has undoubtedly become the most popular and effective way of selling online.

But as mentioned before, live broadcasting is a relatively high threshold for some businesses. Early stage also requires some foreshadowing and input, and the main significance of live broadcasting is to expand new customers. But for many wholesalers, maintaining the existing old customers is the top priority.

According to the data, the number of goods taken by an old customer is almost 12 times that of a new customer. Old customers account for 10% of the total number of customers in a store, but they take 58% of the goods. Clothing wholesale business is based on regular customers, which is the industry's iron rule.

At present, what is the easiest way to maintain an old customer? WeChat. Therefore, in the face of the current epidemic situation, many merchants choose to let old customers WeChat replenishment, and directly through WeChat dialogue can achieve transactions.

The realization of "contactless replenishment" through WeChat is indeed the best selling strategy during the epidemic. But WeChat replenishment also has some limitations, for example, the style of sharing is more complicated, the reconciliation is not clear enough.

And the sales procedure based on WeChat is another matter. First of all, it has the existing WeChat customer base, and only needs to share one key, customers can enter the store, also supports online consultation, and is more conducive to expanding new customers, and reconciliation is also very clear.