Give it a try and turn your bicycle into a motorcycle! After more than two quarters of interruption due to the mild winter and the epidemic, seasonal stocking has become the most sensitive topic for textile and apparel companies. Obviously, some textile and apparel companies do not seem to give up. On the occasion of the National E-commerce Shopping Festival in the middle of the year, these companies have Take bold action!
Clothing brand 618 has launched a last-ditch effort to sell 500,000 pairs of sneakers, with an overall inventory of over 250 million yuan!
During the preparations for 618 this year, Xtep took the initiative to seek changes and made new attempts. It successively united 1,500 stores across the country to open up a full range of online and offline products.
“Products in stores across the country can be found in Guanqi. After consumers order from Guanqi, we can deliver the goods through the nearest store, driving offline stores to resume work and market together.” Zhang Man said.
Among the entire series of products, Xtep Official Banner has also created 25 exclusive products for Pinduoduo consumers, opened 4 exclusive Pinduoduo warehouses in Quanzhou and Anhui, added full-time after-sales and delivery personnel, and independently undertaken specialized services. Contributions to warehousing and logistics.
“In the first three days of the good start, Guanqi’s single-day order growth has exceeded 2 times, and the number of product views and fans have also returned to the double-digit growth before the epidemic. Among the TOP 10 single products, dedicated funds Accounting for half.” According to Zhang Man, this year’s 618, Xtep official flag’s exclusive stocking volume reached 500,000 pairs, and the overall stocking volume of all Xtep categories on the Pinduoduo platform exceeded 250 million.
For Zhang Man, this is the most special 618 event he has experienced in many years of e-commerce. Of course, the same is true for many manufacturing brands. In order to prepare for this year’s 618, TCL has been preparing since April. With full preparations, the TCL factory has an overall inventory of 200,000 refrigerators alone.
Terminal clothing sales encounter bottlenecks,
How to get out of the circle of restricted needs?
In the editor’s opinion, the 618 sales season may be the last stubbornness of textile and clothing brands in the first half of the year. Since this year, affected by various factors, work mobility has been affected to a certain extent. The income of some people has decreased, which has increased the impact on life. Cost concerns, as well as factors such as the “work from home” model, have inhibited consumption to a certain extent. The phenomenon of “potato economy” has emerged in economic development, that is, people are more cautious in spending, mainly spending on basic life such as potatoes, and consumption such as clothing has been affected to a certain extent. As can be seen from Figure 4, terminal clothing sales have continued to decline since this year, and the trend in the first quarter is similar to that in the first quarter of 2020. Therefore, in order to maintain the current fragile demand, many merchants are more inclined to maintain price stability or promote promotions to survive.
However, with the effective prevention and control of the epidemic in various parts of the country, especially in the main textile and apparel producing areas, and with the help of policies to stabilize foreign trade issued by various regions, textile and apparel companies have actively resumed work and production, ultimately driving my country’s textile and apparel exports to recover rapidly.
Statistics from the General Administration of Customs and other agencies show that from January to May this year, the country’s textile and apparel exports were US$125.07 billion, a year-on-year increase of 11.2% (a year-on-year increase of 9.1% in RMB). Among them, textile exports were US$62.85 billion, a year-on-year increase of 12.1% (a year-on-year increase of 10% in RMB); clothing exports were US$62.22 billion, a year-on-year increase of 10.2% (a year-on-year increase of 8.1% in RMB). Thanks to the implementation of a package of policies to stabilize the economy and foreign trade issued by relevant agencies since the end of April, as well as the improvement of the domestic epidemic situation, the national logistics transportation and supply chain have been well repaired, and my country’s textile and apparel exports performed better than expected in May. In May, the country’s textile and apparel exports were US$29.23 billion, a year-on-year increase of 20.4% (a year-on-year increase of 18.6% in RMB) and a month-on-month increase of 23.9%; in May, the country’s goods exports increased by 16.9% year-on-year, and the growth rate of clothing exceeded the national average level of goods exports. 8 percentage points.
Some textile companies reported that the current domestic epidemic situation is basically stable, and relevant agencies have introduced a series of policies to stabilize foreign trade. Some orders that were previously lost are now coming back one after another. The return of orders also benefits from the strong competitive advantages of domestic product quality and price in the international market. The dilemma in the textile market will be effectively resolved. For textile and apparel brands, how to quickly enter and seize the market after consumption recovers has become a multiple-choice question that every company must do.
In short, from the perspective of market demand, affected by various factors this year, residents have a conservative attitude towards clothing consumption, terminal demand is relatively sluggish, and the cost transmission of the textile and clothing industry chain is relatively limited. In addition, from the perspective of brand owners and terminal distributors, since the gross profit of clothing sales is acceptable and the sales competition of terminal clothing is fierce, even if the costs are transmitted to downstream, terminal sales merchants will tend to digest it themselves in the short term to prevent rash Price increases lead to loss of market share. Currently, terminal clothing sales are experiencingHow to get out of the circle of limited demand is the next issue that terminal clothing sales merchants need to focus on.
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