No Holiday For E-Commerce Merchants, The Stock Volume Of Winter Clothing Doubles This Year

When many people are still reminiscing about their holidays, Xujiang has been going round and round since September. We are busy preparing goods and making plans during the day, and watching the live broadcast at night. Although he only slept for 3 hours last night, he was still excited: the live broadcast was powered off twice in the middle of the night last night, so it would be better to replace the transformer, which was very dangerous!

Tmall's Double 11 is getting closer and closer, and the gears of Suzhou apparel industry belt have started to speed up and enter a comprehensive state of preparation. There are nearly 20000 garment enterprises gathered here, and the output value of the garment industry exceeds 100 billion yuan.

Xu Jiang has prepared nearly 300000 woolen overcoats for the three Tmall stores he opened, 1.2 times the number last year. In addition, he has prepared twice as many fabrics as last year for flexible order chasing production according to the situation.

Wang Yuegang, the owner of Tmall in Changshu, kept more than 100000 down jackets, double the number of last year.

The sudden cold wave recently made them both a little excited, and the business in the store is rapidly warming up. Wang Yuegang's "Flying in Snow Huaiyuan Franchise Store" can sell more than 5000 pieces of down jackets every day. "If it is colder, it will definitely exceed 10000 pieces".

They are all excited and anxious to wait for the start of Double 11 and the good news of this winter.

　　 Winter clothing stores doubled their stock, "when not at this time"

"There is no holiday for electricity merchants," Xu Jiang said. This is the time to fight and rush forward with all the firepower.

Xu Jiang is thin, but energetic and has a loud voice. Since Tmall's 9.9 promotion, he came to the company every night to work overtime, control the field and check the data. The National Day holiday lasts all day.

Xu Jiang has opened three stores on Tmall, specializing in woolen overcoats supplied locally in Suzhou. More than a month before the Double 11, he has begun to calculate the budget model and develop the periodic table. The employees also take turns to enter the combat situation.

In the three storey building where the office area is located, Xu Jiang proudly "inspected" his 3000 square meter warehouse filled with woolen overcoats. This is only a part of the goods prepared for Double 11, the first 50000 woolen overcoats.

On the other hand, the factory is still working non-stop. Xu Jiangshuang 11 has nearly 300000 pieces in stock. Just as the fabric has been prepared twice as much as last year, several factories are ready to go. "The dishes will be served immediately if you want to cook, and the dishes are ready". Xu Jiang's confidence comes from having a cooperative factory for more than ten years, and he is ready to put into production whenever there is a style explosion.

In Changshu, which is tens of kilometers away from Suzhou, Wang Yuegang also stocked 100000 to 200000 pieces of down jackets this year, which doubled compared with last year. "We have much more courage to stock up this year.". Statistics show that 60% of down jackets in China come from Changshu, Jiangsu Province. It is the capital of China's textile and clothing industry, mainly composed of down jacket and casual men's clothing, and is a part of Suzhou's clothing industry belt.

The cluster advantage of the industrial belt not only ensures the collaboration between upstream and downstream of the industrial chain, but also means that once the order is broken, it can be jointly undertaken and shipped smoothly. "I have a factory and have more than ten factories in outreach. Once the orders of Double 11 break, we will add factory orders. We will play together and expand together," said Wang Yuegang.

　　 In the second year of the factory transformation to Tmall Store, 200 million yuan will be guaranteed for 300 million yuan

Last year, due to the double pressure of warm winter and epidemic situation, a group of peers in Changshu textile industry belt did not live well. Wang Yuegang is therefore more cautious, "the heart is always hanging there". But this year's Double 11 is obviously a very different expansion from last year's.

His confidence comes from two aspects. First, the team structure is gradually mature and the product structure is improving, and the SKU (minimum inventory unit) has doubled; On the other hand, we have seen the trend of outbreak.

The value of down jacket is high, but the selling cycle is short, and the real time to make money is only a few months. Wang Yue has just brought forward the production of this year to April, and started deep stocking in September.

Judging from the sales of this year, there will be some signs in October - see if there are any blockbusters. At present, there are 3-4 models in Wang Yuegang's shop. A goose down jacket worth 399 yuan sold more than 30000 pieces in more than a month. Men's wear is different from women's wear, and more attention is paid to the precipitation and accumulation of single products. "A single popular product can eat half a year".

For clothing businesses, "the Double 11 is more important than the Spring Festival". Last year, the sales of Wang Yuegang's store accounted for one fifth of the whole year. On the Double 11 this year, Wang Yuegang predicted that the whole Tmall store could double its sales by more than 20 million yuan.

In the past ten years, Wang Yuegang has been running a clothing factory. After seeing the trend of e-commerce, we will comprehensively transform the supply line in 2015. However, the mode of single supply also appeared bottlenecks soon. The capital chain was in the hands of dealers, who had no initiative. They also needed to put money into the fabric.

In 2020, Wang Yuegang took over the operation of a Tmall store and delivered goods directly to consumers for the first time. "In a cycle of 15 days, the funds can come back by themselves, which can not only guarantee the capital, but also earn a little, and the whole plate can play well."

Wang Yue, who originally focused on production, has just started selling goods. He claims to be an e-commerce Xiaobai, recruited an excellent operation team and boldly delegated power. In addition, he also recruited a short video team this year to operate and stroll, set up a live broadcast team to open shop broadcast and other new attempts.

Last year, in the first year of transformation to be a Tmall store, Wang Yue just sold 100 million yuan. Now, his goal is to protect 200 million yuan and expand 300 million yuan.

　　 The shop self broadcast contributed 60% of the sales, "it's not the time to burst"

For Xujiang, who is familiar with e-commerce operations, this year's growth is more brought about by store broadcast live broadcast.

For Xujiang, supply is not a problem - there are sufficient stocks and flexible supply. The only thing I worry about is the lack of anchors.

In the past year, Xu Jiangdan was one of the three stores selling overcoats, with an annual sales of 180 million yuan, 100 million yuan more than the year before last, most of which was contributed by live broadcast. Since the beginning of this year, the sales volume of shop broadcast has maintained a growth of 900%. He led a 20 member anchor team to make 60% of the sales of the store, and the proportion continues to increase.

Xu Jiang estimates that the contribution of live broadcast will reach 70% on the Double 11 this year. In the past 30 days, more than 700000 people came to the live broadcast room of his "Miss Zhao's Original Self made" Tmall Store, and most of the store visitors were transformed in the live broadcast room.

The demand for anchors in Suzhou Clothing Industry Belt is rising rapidly. Enterprises need to pay more basic salary to keep the anchor. However, Xujiang has a higher requirement: ability can be cultivated and must be "combined with the field". Now, the anchor in Xujiang's recruitment has a base salary of 20000 yuan, and a good anchor has an annual salary of more than 500000 yuan.

At the same time, he also set up a short video operation team and set the standard: take 50 original short videos every month, cut 50 live clips, and distribute them throughout the network, constantly increasing the conversion rate.

Since this year, one of the biggest feelings of Xujiang is that consumers are more careful. However, Xujiang's factory is located in the source industrial belt, which has the advantages of supply and cost, but it has sold more smoothly.

Last year, the stores in Xujiang reached 180 million. This year's goal is to increase by 120%, "which is a conservative figure", said Xu Jiang.

Xu Jiang's big office, windows and walls are full of notes, including this Double 11 plan. Influenced by the military father, he regarded the shopping mall as a battlefield, paid attention to the layout, and understood all possible situations as clearly as possible. "Don't fight unprepared battles."