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Since since joining Li Ning in 2005, has experienced from peak to trough, "Waterloo", a county-level Li Ning distributors, the rise of the most painful now than electricity supplier business entity shop "flagrant "extrusion.
The Li Ning distributors for example, said in September of this year, Li Ning official online shop "Li Ning official mall" hit "spending 980 yuan, shopping audience 5.5 fold preferential again, which contains many of the season's best-selling product.
"5.5% off with the discount I buy season, even lower than most of the distributors buy discount our distributors what to do?"
Moreover, the recent link Li Ning official Mall Home also appeared in the campus agency business, give student discount is 5.5% off the price of the goods or even lower. "And most of the regional distributors are close to the tickets getting goods tory burch outlet .
Another distributor of Li Ning, complain to reporters, has been lower than the purchase price of the distributors because of the discount and the price of the online channel, causing distributors to survive the pressure intensified, some distributors have to close the store in the part of the line .
In fact, not only is Li Ning, more and more brands touch the interests of the part of the entity operates expand online channels, especially on the sink to the city's three-wire or three-wire distributor impact is most obvious.
Shoes and apparel Owner: physical stores want to continue to open
Shoes and apparel the store is gradually turned into the dressing room of the consumer, some customers in the shop and then try to buy online. The store do you still want to do? This one from Wuhan 80 "Miss Liu distress.
In 2005, Ms. Liu opened the home monopoly pregnant and infant supplies Taobao shop, three years later, the shop than a million dollars in annual sales, Ms. Liu select Xudong Avenue in the downtown area of Wuhan, rented a a girl of 60 square meters of a prominent facade to open the store, the rent was less than 5,000 yuan / month, 2009, rose to 7000 yuan monthly rent shop of tory burch flats .
In the past two years, Ms. Liu began headache: the store sales greatly reduced, and last year dropped by almost two-thirds of the face of the same style products, why not choose a price advantage of online shopping? Same brand of products, prices will low of 10% to 30%, not to mention many brands on Taobao or authorization genuine.
In the beginning of this year, Miss Liu transferred the original facade, secluded lot in a little far to re-rent the shop, the shop area is reduced to less than 40 square meters. "All used pileup, this facade is more like a warehouse."
Brand shoes and apparel enterprises : how to balance online and offline
The impact of online shopping, many garment enterprises to take the online purchase, service line mode, both the stability of the original sales channels, online recruiting more customers.
But this is the big brand clothiers, is not necessarily a good idea. Because, once the full amount on the line, easy to reduce the brand.
As brands, most do not want to see repeated on a price war online, but it happens in today's online shopping market is inevitable.
Ningbo , a large Garment Group back in 2008, "OCS" full brand on the line, and now has been implemented. Group one person recently told reporters: "We only electricity provider platform as clear inventory channels, we have not found a better way they operate." Every other year to clear inventory in the product mix, the company the main part of the product accounted for 90% of all online sales tory burch sale , the remaining 10% is to try to the nature of the online and offline synchronization on new goods.
The seven wolves stakeholders also mentioned, most of the online and offline products must not consistent, online product discount is too large, the channel would inevitably there will be contradictions.
Currently, seven wolves network channel system by the flagship store, dealer, store and factory store mix and match is made. But again, there are some problems, so the rapid development of the "wolves" do not form a cooperative engagement capability, due to the conflict of categories and styles, price competition still exists between them.
