The price advantage becomes the key to the success of clothing under the line

E-commerce took away 20% of customers Saturday morning more than 10 o'clock, it is the street clothing store people coming and going, in a small clothing store near the street, the owner of Ms. Wang embroidered a cross-stitch to pass the time. "September was originally a busy season, but if you look at the business so thin, you know how big the impact is. Now selling similar clothes on the internet in my shop, the price can be as much as half as cheap, and it's not a matter of quality, it's really a lot of business. "Sales have fallen by at least 20%," said Ms. Sun, who runs a foreign trade jeans shop at Wuai Street. However, for some new stores, the degree of impact is not as simple as two percent sales. "I have to add 5,000 yuan for each month's cost, and I need to make 200 yuan a day to return to this, but now I basically don't open it." The owner of a foreign trade men's clothing store near Zhongjie told reporters that although the economy was introduced in August last year, The environment is not good, but there are four or five hundred dollars in turnover every day. "Now every day, you lose money. You are already planning to withdraw money. You can't sell Taobao." "Like our old shop, we rely on some old customers." Can guarantee a little sales, but the new store is much worse, basically yellow." Ms. Zheng, a foreign trade shop owner operating near the west gate of the exhibition hall told reporters that many of the surrounding area just opened a year or even shorter time The new store now hangs the "fighting goods" and "exchanging" brands.

The impact of entering the online store is not easy to make online stores so many physical store owners also have the idea to enter the online store "two-pronged", but in the end they all failed. "I used to open an online shop before, but later I Felt that the related procedures, photographs, product descriptions, and other matters that were regularly reviewed were too cumbersome to shut down the shop." said the aforementioned foreign trade shop owner Ms. Zheng said, in addition, due to A style of foreign trade clothing only two or three pieces of goods, the high price is less, it is not suitable for hanging on the Internet sales.

"It's not easy to want street stores selling foreign trade clothing to enter the online store." Yao Zhi (a pseudonym) who has been in the apparel industry for more than ten years told reporters, "Firstly, the price range is between 100 and 200 yuan. There is not much price competitiveness in the physical clothing store online, and now a large part of the street shops, especially many old customers, are middle-aged people who are used to the way they buy on the street and will not go online. There is no point in opening an online shop for them."

Yao Zhi also stated that with the continuous improvement of the e-commerce platform, more energy will be required to open e-shops, and the relative threshold will be higher and higher. Not only will the shop owner himself undergo tedious approvals, and products will be put on shelves. In the process of customer service, many e-commerce companies will also require online stores to reach a certain level of weight and will also charge various fees.

Poor business listings are still tight However, in the context of a general decline in sales, landlords in key commercial locations are full of confidence. Reporters visited Zhong Street, Wu Ai Street and other areas along the route and discovered that even if many foreign trade clothing stores are deserted, there are very few “outstanding” or “transfer” brands hanging out. A salesman from a real estate agency near Middle Street told reporters that the small shops suitable for selling foreign trade clothing along Zhongjie Street are mostly between 10 and 40 square meters, and they have larger areas. "But now the housing is very popular, there are basically no sets of hang out, and there are a lot of landlords themselves to negotiate with others to change hands directly, without intermediary."

But even so, the chill of the foreign trade apparel industry seems to have spread to the rental market. When the reporter visited Wuai Street, a foreign trade clothing shop owner reported that the entire street was a foreign trade shop two or three years ago. The situation was long gone. Instead, there was a small amount of food stores such as spicy and tea shops. Foreign trade shop. The reporter consulted a landlord who had a leasing shop on the grounds of wanting to rent. The other party made it clear that the restaurant had priority.

The price advantage is the key to success or failure. Many new and old foreign trade shops are struggling, but they have also tried many ways to attract customers and increase customer loyalty. For example, many foreign trade clothing stores use a membership system to give certain discounts, of which 80% to 9.5% are mostly. There are also many foreign trade stores that are selling other products outside of clothing, such as small ornaments, cups, purses, etc., hoping to increase profitable channels.

However, Yao Zhi in the industry is not very optimistic about the results of these attempts. “The most fundamental thing is whether there is a breakthrough in prices and whether they can win the young group of the original non-main consumer groups. This is the problem that physical clothing stores need to think about. If the economic environment remains unchanged, the fiercest e-commerce will also In the next 2 to 3 years, a large number of physical clothing stores will be washed away."