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Guangdong clothing "cloud" breaking through the wall

"Do you want to join the welfare group? There will be a new product launch, a second kill, and a lot of dressing skills and coupons. They are not available in tmall's flagship store. They can still earn 20%. " Guangzhou textile trading park has reopened recently, and the textile business circle of CUHK is gradually reviving. Lingnan garment is new in the spring. The reporter has also received an invitation from yinman to join the group.

According to the industry research report released by Guangdong garment industry association, more than 70% of garment enterprises report that they are facing the dilemma of poor sales channels and overstocked inventory. In order to prevent dominoes from falling, Guangdong clothing brands are opening the curtain of "new on cloud" through social e-commerce platform.

The current situation is faced with the dilemma of supply and marketing and overstock of inventory

Recently, a report released by Guangdong clothing industry association, together with Guangdong clothing designers association and Guangdong Fashion Industry Economic Research Institute, shows that the main difficulties faced by Guangdong clothing enterprises are poor supply and marketing, overstocked inventory and lack of funds. The industry association has investigated 273 enterprises, 8 industrial clusters and 6 professional clothing markets, 71.2% of which reported that the supply of raw and auxiliary materials and the sales channels were not smooth due to the unsynchronized start-up of upstream and downstream enterprises in the industry chain; 54.8% of which reported the overstock of inventory and the shortage of working capital due to the stagnant sales of offline physical stores and the delay and default of orders Question.

Expanding product sales has become the most concerned and urgent problem in Guangdong garment industry. "Clothing products have seasonal characteristics. Warm winter 2019 has resulted in a large number of unsalable clothing inventory in winter, and the impact of the epidemic has overstocked the inventory in spring. The delayed resumption of production will continue to affect the sales in summer, and the liquidity pressure of enterprises is very large." Relevant principals of Guangdong clothing industry association introduced that with the support of Guangdong Provincial Department of Commerce and Guangzhou Municipal Bureau of Commerce, Guangdong clothing industry association and Guangdong clothing designers association proposed to launch the "Guangdong clothing is popular together" public welfare enterprise online promotion consumption activity, and build Guangdong clothing online promotion consumption aggregation platform "reading goods", including tmall global, Beijing There are 15 online platforms, 41 business associations and 10 professional markets including Dongping, 1688 and vipshop. Jingdong group will also assist Guangdong garment enterprises to transfer sales to online, develop sales channels and collect cash.

"Guangdong is a big manufacturing province, women's wear is just one of the industrial belt categories. Including Guangdong's small household appliances, Dongguan's 3C, household appliances and Chaoshan's industrial belt, are all our key operating industrial belts. " According to Yang Shaohui, in late February, Jingxi and Chaoshan Jieyang industrial belt cooperated to promote clothing categories and commodity content related to household daily-use commodities through the "one week one belt" cyclical marketing activities, with very good results on that day.

"We will have more specific support strategies for the industrial chain, including the development of the support strategies for the 100 major industrial belts, which is to help us integrate and support the businesses from these sources in a deeper way, so as to enable them to recover quickly." Yang Shaohui said that in the supply side, the marketing and operation capabilities of the platform will be integrated. For example, Jingxi live put forward the mode of industry belt traceability live broadcast, which is to link hundreds of live broadcasts in 2020, to carry out Jingxi group broadcast in the country's top 100 industry belts. It is expected that more than 1000 traceability live broadcasts will be carried out in the future, and about 10000 businesses will be involved.

Suggestions to help small and medium-sized micro enterprises enter the online market

"Online sales is an important starting point to promote the resumption of production at present, but many small and medium-sized enterprises lack e-commerce experience." Guangdong clothing industry association pointed out in the industry research report that brand enterprises with existing e-commerce channels have made up for the lack of unsalable offline sales by expanding online channels. For example, Inman has achieved the performance of 65000 customers a day through new retail. However, small and medium-sized micro enterprises in Baima and other professional markets generally reflect that they do not have professional e-commerce talents and operation experience before and are worried about the operation cost, so it is difficult to adapt to the online sales mode in a short time. They hope that the industry can provide a series of targeted services to empower enterprises and help them quickly enter the online market at a low cost.

According to the report, expanding sales and vigorously developing fashion consumption are important ways to promote the recovery of clothing industry. "Under the influence of the epidemic, consumers' life style and consumption style have undergone tremendous changes, and sales of offline stores have stagnated. Enterprises should actively layout new online retail, promote online marketing through live video, small program e-commerce, community marketing and other ways, digest the backlog of inventory, and truly form a new pattern of online and offline integrated development." The association said that online sales will become a trend. It is necessary to give support to small and micro enterprises without e-commerce experience, help them to develop online market in a short time and at a low cost. How to reshape new development advantages from four dimensions of industrial chain, supply chain, capital chain and service chain, enhance core competitiveness, and formulate a digital strategy in line with the actual situation of the enterprise will be the enterprise's resumption of production Important questions to rethink.