Record Of Transformation Of Traditional Clothing Wholesale Market: Can Online Drainage Revive&# 34; Kingdom Of Clothes&# 34;?

A few days ago, a reporter from World Clothes Network walked through the empty corridor of Hangzhou Sijiqing Clothing Market, and the echo of the heel hitting the ground was extremely clear. At the corner of the second floor, Boss Zhang, who has been operating cashmere coats for 20 years, is practicing repeatedly in front of the camera of his mobile phone: old irons look at this double-sided cloth... The sound makes a strange reverberation in the open market. This magical realism scene is being staged simultaneously in 53 clothing wholesale markets with an annual turnover of more than 10 billion yuan.

In Yiwu Huangyuan Garment Market, the monitoring system records the sad data comparison: the average daily passenger flow in 2019 will be 32000 person times, which will drop to less than 5000 in 2023. The elevator entrance, which used to need security to maintain order, is now full of unopened packages. The words "live broadcast dedicated" on the express bill hurt the eyes of traditional merchants.

Ten years ago, customers dragged suitcases to grab goods, but now even fitting models have changed careers to become anchors. On the office wall of Li Guoxiong, director of the Guangzhou White Horse Market Management Committee, hangs a picture of the crowd when the market opened in 2008. Data shows that the vacancy rate of stalls in the national key clothing wholesale market has climbed from 5% before the epidemic to 38%. In sharp contrast, the clothing live broadcast e-commerce GMV soared by 427% in the same period.

The focal depth of this industrial earthquake was actually buried 15 years ago. When Taobao Mall (now Tmall) was launched, wholesalers laughed at the small businesses of retail; When the chain of haggling with more money sweeps through the family group, they still rely on the sales brochure to maintain customers; The whole industry was not surprised until it saw the downstream retailers directly shout out their families in the live broadcast room and the factory price was sent directly.

The way to break the situation is tearing cracks in three dimensions:

　　 1. Full link digital transformation (D2M2B)

Hangzhou Yifa Commercial Group invested 120 million yuan to build the Four Seasons on the Cloud platform, which has realized the application of 3D digital clothing technology. Purchasers can select money in the virtual exhibition hall through VR equipment, and the system automatically generates orders directly to the processing plant. This de archiving mode improves the purchase efficiency by four times and the inventory turnover rate by 60%.

　 2. The live broadcast e-commerce enabling system is more conducive to physical stores

The commercial broadcast mode innovated by Guangzhou Thirteen Bank is that the market side will build 20 theme broadcast rooms and hire professional operation teams. Merchants broadcast by category and share the traffic pool. This kind of industrial belt live broadcast base has reduced the live broadcast cost of a single merchant by 75%, and the construction period of explosive funds has been reduced from three months to seven days. Reporters from World Service Network believe that the service chain and mature supply chain system of physical stores are their own strong core.

　　 3. Construction of smart logistics hub

For example, the underground space of Zhengzhou Yinji Plaza is being transformed into the largest clothing intelligent warehouse in Asia. AGV robot, suspension sorting system and blockchain traceability technology are combined to realize live order in the morning and cloud warehouse shipment in the afternoon. The 3% conversion rate growth brought by the improvement of logistics efficiency is reconstructing the location value of the wholesale market.

In Shenzhen Nanyou high-end women's wear market, Chen Wei, an overseas entrepreneur after 1995, showed another possibility: her buyer team, through TikTok data analysis, reversely guided designers to develop ins blockbusters. This C2M flexible supply chain model has turned the sample clothing room in the traditional wholesale market into a trend laboratory, and the sku update speed has reached 300 models per week.

The dawn of transformation pains has already appeared: the average customer acquisition cost of merchants accessing digital systems has dropped to 1/5 of the traditional local promotion mode, and the proportion of buyers has jumped from 12% to 47% since 1995. When the LED curtain wall of Beijing Dahongmen Market began to roll live broadcast data, and when the merchants of Changshu Fashion City in Suzhou learned to use AI to generate product descriptions, this battle started passively and is evolving into a prelude to the rebirth of China's clothing industry.