Zhejiang Jiaxing Innovative Marketing Consumers Buy Clothes And Run To The Factory Directly

In recent years, more and more Washing clothes A new battlefield has been found by the people of our country, that is, the clothing factory store. The clothes we found there may be a 20% discount or even a fraction of the market price. The products sold by these factory stores are often low in price but not low in quality. "More formal than Taobao, more affordable than Tmall" has become their weapon against e-commerce. Therefore, many factory store promotions in Jiaxing have even attracted consumers from Shanghai, Hangzhou and Ningbo to drive to "Taobao".

In the era when the business of clothing stores was forced by e-commerce, the emergence of factory stores seemed to be a new signal, giving new hope to clothing enterprises moving forward in the fog.

　 Factory stores have become "sweet cakes"

Careful people can easily find that in recent years, there have been more and more factory store activities in Jiaxing. Compared with franchised stores that sell regular priced goods, the affordable prices of factory stores undoubtedly have a great attraction for everyone.

Ms. Jin, who lives in Green Town, is a shopping expert. She will not miss almost every activity of factory stores around, such as Le Tao Tao of Yaying, Nuo Er Sheng cashmere sweater factory store activities, and special sale of wheat bags

A dress with a price tag of more than 900 yuan is only 150 yuan in the factory store, which makes Ms. Jin feel very cost-effective. "Although clothes The style is not the latest, but it doesn't matter if you choose the basic style, as long as the quality is good. Now, the mall is just a floating cloud for me. A piece of clothing is often worth thousands of yuan. In the factory store, I can get several satisfactory clothes. ”Kim said.

Like Ms. Jin, Ms. Yu, 25, is also keen to go to the factory store to find clothes. "The first time I went to the factory store to shop for clothes, it was almost like discovering the New World. I bought eight clothes at one go and spent only about 1000 yuan. I was extremely happy. In the factory store, I could not only ensure that the clothes were authentic, but also try them on to see the effect." Ms. Yu pointed to the white down jacket she was wearing and told reporters that the clothes were also bought by the factory store.

The reporter learned that many factories and stores of clothing brands in Jiaxing will hold various special fairs before the Spring Festival. Although most of these factory stores are a certain distance from the city center, this does not affect everyone's enthusiasm for shopping.

　　 It's really "new wine in old bottles"

With affordable prices, factory stores have captured many consumers. However, the reporter is also curious about whether the factory store is a new thing in recent years? Why do enterprises adopt the form of factory store promotion?

"The factory store model has a long history and has been developing for decades in Europe. It was common for enterprises to set up direct stores in the factory in the 1980s, such as' front stores and back factories', 'downstairs shopping malls and upstairs factories'." Qian Dake, a teacher of the Business School of Jiaxing University, told reporters that factory stores are not new, It can be seen as a variation of the direct sales form of the production enterprise. "This sales mode mainly cleans up the inventory through low price promotion, recovers funds, reduces the middle link and reduces the sales cost, and strengthens the control of the enterprise over the sales channel."

As for why the factory store was adopted, Zhang Minghua, chairman of Zhejiang Yaying Garment Co., Ltd., said: "Each enterprise uses factory store marketing for different purposes. Some are to thank consumers, some are to clear inventory, and some are to clear samples and defective products. Every year, in addition to new models, samples or clothes with slight defects that do not affect normal wear also account for a large proportion of Yaying's Letaotao activity. "

"There are many people buying our products online, but some consumers will hesitate because they can't understand the quality of our bags or feel our high-quality service. In order to get close to consumers and fully display our products, we went from online to offline to carry out factory store sales activities." Fang Tianyu, vice president of Maibaobao, told reporters, It is a matter of killing two birds with one stone to repay consumers with affordable prices and make consumers trust the brand.

"In this factory store activity, 95% of the clothes are seasonal new or popular, and 90% of the products are cheaper than our Tmall flagship store. The purpose of this high-quality and affordable promotional activity is to let local consumers know more about us and explore potential customers." said Xu Qun, CEO of Zhengshang Technology Information (Jiaxing) Co., Ltd.

　　 Advantages and defects of factory stores coexist

It is reported that, except for a few enterprises that carry out factory store direct sales throughout the year, most enterprises only select a few days each year for centralized promotion.

In December last year, the company held a three-day factory store sale. Fang Tianyu said that this is the third time that the company has launched factory store activities, and the effect of this time is far more than expected. The sales volume in three days is about 2 million yuan. "I think going from online to offline is a new trend in the future, so we may organize two large-scale factory store sales activities every year."

"In the current environment of sluggish consumption, Factory store direct sales The mode can really achieve the purpose of rapid capital withdrawal and cost reduction for the production enterprises, and it is estimated that this mode will be rapidly popular in the past two years. There will also be some innovations in specific forms, such as the formation of cooperation or alliances between enterprises in different places to overcome geographical restrictions. ”Money can be analyzed.

While bringing certain profits to enterprises, many entrepreneurs who have tried to adopt the factory store model also expressed concern. "The factory store model mainly attracts consumers who are more sensitive to price. Because the price is cheap, so the customer flow is particularly large, which brings certain security risks, and has geographical limitations, which is more suitable for local consumers to participate. In addition, if the factory store coexists with other sales channels for a long time, the brand value may be damaged," said Zhang Minghua, In the future, Yaying is not sure whether she will continue to carry out promotion activities in the factory store.

Xu Qun is still full of confidence in the factory store. "We want to make a new attempt at O2O for the justyle factory store promotion that will start on the 10th of this month. Look for consumers online, and then take them to real stores to select goods. This new form may become the trend in the future. "