< p > Oteri J (Outlets) originates from < a href= "//m.pmae.cn/news/index_p.asp >" America < /a >, originally intended to "export, outlet, export", specifically refers to the sale of brand names over the season, off shelves, broken yards of goods, with more words to describe the Chinese atmosphere to describe "clear inventory."

Vip.com, the main concept of "online outlets", sells brand-name goods at a low price, covering almost all kinds of department stores such as brand fashion, bags, shoes, leather goods, accessories, perfume and so on.

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< p > another typical representative of the outlets in China's electric business is the shoe store.

Founded in 2008 a href= "//m.pmae.cn/news/index_cj.asp" > financial crisis < /a >, the shoe store is intended to "open the warehouse of famous brand shoes", focus on shoes and sports products, and take another business channel of professional channels.

The early shoe store saw the opportunity of large-scale sports stocks after Beijing Olympic Games, and made full efforts to "clear inventory" for the international second tier sports brands.

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< p > < strong > > the opening of footwear products in the shoe store highlights competitiveness in the tail product collection < /strong > < /p >

< p > clean stock, but the shoe store does not intersect with vip.com. Instead, it has entered the Dangdang tailing exchange and Tmall special sale, and the new product and tail cargo choose different channels for professional sales.

In the 20 years of footwear foreign trade, the shoe store CEO < a href= "//m.pmae.cn/pioneer/" > Xu Songmao < /a > positioned the shoe warehouse as "an open platform for footwear". On the one hand, it helped the major brands sell their products, and on the other hand, it provided the high cost performance footwear products and services to the major electronic business platforms, and established a professional "channel brand" image through more than 4 years' efforts.

While steadily expanding the "clear inventory" capacity, nearly two years of shoe storage gradually expanded the proportion of new products, opening new channels such as the official authorized store of Kubyuma shoes, the official licensing store of new hundred Lun, and so on, forming a good situation for the rapid growth of new products of Oteri J and the new season.

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< p > according to the industry, as the mainstream platform of Tmall and Dangdang, Top1 of the sports category, the shoe store is currently at the lowest monthly sales volume, with a total of 200-300, reaching a maximum of 700-800, of which the tail cargo accounts for about 30%-40%.

The discount for tail cargo is basically between 70 percent off and 3.9, with a conversion rate of about 2.3%, showing strong competitiveness.

As for the new products, the discount is usually 6-7 discount.

From the discount rate, whether it is new or tail goods, Dangdang is about 20%-30% cheaper than offline.

Online, generally speaking, the tail cargo is basically about 50 percent off, and the new product basically does not discount at the first month, and it will play 10 percent off at most in second months.

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< p > < strong > vigorously support the merchants to collect the goods and send them faster than < /strong > /p >

There are about more than 200 footwear companies like the shoe store, including about more than 200 shoes, about 30-40 brands, because many stores will run the same brand.

In positioning, the main products are mainly famous brands under the line, accounting for more than 90%, but only a small number of pure brands.

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Less than two months, the sales volume of P shoes is more than about 1000000. What is the secret?

一，當(dāng)當(dāng)招商部經(jīng)常會(huì)開(kāi)一些運(yùn)營(yíng)經(jīng)驗(yàn)分享會(huì)，為商家出謀劃策;二，當(dāng)當(dāng)是新品、尾品一塊賣，二者的流量和用戶會(huì)相互反哺，形成聯(lián)動(dòng)效應(yīng);三，當(dāng)當(dāng)?shù)恼猩探?jīng)理會(huì)親自體驗(yàn)每一個(gè)品牌的產(chǎn)品，在選品、定價(jià)、賣場(chǎng)氛圍的營(yíng)造、售后服務(wù)等方面為商家支招;四，當(dāng)當(dāng)會(huì)為商戶爭(zhēng)取更多的廣告資源，基本每一家商戶都有機(jī)會(huì)上當(dāng)首，當(dāng)當(dāng)網(wǎng)的官方微博也定期給商家進(jìn)行推廣;五，當(dāng)當(dāng)網(wǎng)是專門開(kāi)辟出一個(gè)尾品匯頻道來(lái)賣尾貨，而不是通過(guò)商家的旗艦店，這對(duì)商家而言等于是多出一個(gè)店面，所以商家并不會(huì)擔(dān)心尾貨的銷售沖擊了新品的銷售;六，在顧客群定位上，名鞋庫(kù)以大學(xué)生及年輕白領(lǐng)為主要客群，這樣的銷售定位與尾品匯十分契合。

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< p > < strong > sale at PK, the platform of goods exchange should be /strong < < /p >.

< p > there are analysts who believe that the first camp of the special sale flash market has been occupied by vip.com and "platform mode" at the end of the "buying mode" market. Compared to the two, vip.com is mainly buying, selling or selling. The buyer will have certain risks and the cost of operation will be higher.

It is also because of the higher operating costs, so the Commission of vip.com's collection of business is also higher. Taking footwear as an example, its average point of deduction is about 20%, while the discount point for Dangdang goods exchange is much lower, about 7%.

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< p > of course, the market of clothing tail goods is still very large. Although there is no competition between vip.com and tails, which are in the first camp of the clothing tail cargo market, it is still not the competition of zero sum competition. The two is how to better provide services for merchants.

After all, the market cannot be eaten by one family.

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