After "Double Eleven", Consumption Is Weak, And Consumption Stratification Will Achieve The Carnival Of Stock Sale.

After "double eleven", consumption is weak, and consumption stratification will achieve the carnival of stock sale.

In the controversy between consumption upgrading and consumption demotion, another indisputable fact is that consumption is becoming more and more market segments. Consumers of different regions, incomes and behavior patterns need to operate in different ways, and their marketing, product and price strategies are also on a business trip.

For example, a lot of spells, though labelled as "consumption downgrade", are essentially cut down on user level according to consumption ability and consumption pain.

This also shows that in the increasingly differentiated and stratified consumption structure, there are still many levels of user demand that has not been satisfied from the current mainstream electricity supplier.

After the sinking of the rings, some customers are pursuing the ultimate price, and some of them are pursuing cost-effective products.

However, unlike other emerging e-commerce platforms, love inventory starts from the B side to connect consumers and brands, and determines its unique business model and timing.

This year's double two, "black five" and other business holiday show consumer weakness, Jingdong, Suning, word of mouth and other platforms is the consumption of overdraft helplessness, but the brand ahead of clearance or will become a stock sale carnival.

After double eleven, brand stock pressure is further enlarged

This year, double - 12, cross - border players have tried to shape it into a consumer holiday and scene different from double eleven, but the results are somewhat poor.

In addition to a few platforms that have released some growth figures, the newspaper used to be widely publicized disappeared in public view, and even the total volume of pactions has not been announced.

The major mobile phone brands also seem quite quiet, and there is no rush to announce the first bustling scene.

As for the new players outside the electronic business platform, it is mostly thunder and heavy rain.

The situation of "black five" is also very similar. According to the investigation conclusion of AI consulting, the top brands of the US Amazon have not fully penetrated the consumption market of China. The Chinese version of "black five" is exactly the "double 11 return" after the absence of the North American brand.

For example, Japanese brand Kao and king, though lagging behind Pampers in the Jingdong's double 11 ranking, are at the top of the world's "black five" hot diaper wet towel list.

Part of the brand return and the weak consumption of two or two shows that the situation of double eleven overdraft consumption is more serious. This also makes the upcoming double promotions not optimistic. For the brand side, the most important thing is inventory pressure.

Data show that China's textile surplus rate of up to 70%, clothing inventory market in the hundreds of billions of calculations.

Many enterprises with a stock rate of over 20% for a long time will face the risk of discount if they fail to sell the goods in the season. They will not only take up a lot of capital but also affect the production plan of enterprises, especially at the end of the year.

Coupled with the long-term downturn in consumption after the double eleven this year, inventory pressure may lead manufacturers to clear the warehouse in advance so as to speed up the turnover of goods and withdraw funds.

In June this year, AI inventory got 580 million yuan B round of financing, and soon won the $110 million B+ round of financing from innovative workshops and so on. Capital favors love inventory. On the one hand, it stems from the pursuit of social business, and on the other hand, its unique inventory mode.

Generally speaking, although the brand side is willing to lower the inventory at lower prices, they must guard against the impact of low price commodities on agents, terminal retailers and even the brand itself, such as price system and brand positioning.

And the S2b2C social business model created by the inventories of love has been linked to the large number of upstream distributors and downstream distributors.

The WeChat group and circle of friends, which are released by distributors, are a relatively closed environment, so the sale will not affect the prices of the commodities.

But this is a solution to the demand of the brand. From the perspective of consumers, the consumer bonus has already been born with a "cheap" giant.

Love stock cutting waist consumption class?

At present, with the deep influence of consumer escalation in the process of consumption upgrading, the whole consumer market has undergone obvious changes, presenting a layered, multi-storey, fragmented structure, and most Internet Co are trying to seize this trend.

In July 26th, there was a lot of simultaneous ringing in Shanghai and New York, and listed on the NASDAQ with the ticker symbol "PDD". At the same time, from the earliest NetEase strictly selected to Taobao's heart election, millet products and Jingdong made in Beijing this year, the boutique business is everywhere.

The former releases the cheap demand of users who are very sensitive to price, thus stirring up the consumption market of the three or four and below towns, while the latter seize the new middle income group to cater for its new pursuit of quality and brand.

More and more entrants take advantage of different consumption classes, and then expect to create the next miracle. This brings a question: how much market space and consumption level can be excavated?

According to the Tencent released

"Show that the sinking market for smart home, maternal and child health, infant education upgrade product demand is strong, 345 tier cities users also prefer to buy high-end home textiles products, fuanna, Luo Lai, mercury, Bo Yang four home textile sales accounted for an increase year by year.

This is largely due to brand sales, which brings more brands to the 345 tier urban users, thus helping the low tier cities to enhance brand awareness, while the ultimate consumers who love inventories are just waist users.

At the same time, they seek brand and cost-effective, but also hope to buy "cheap brand goods" instead of fighting too many "very low price unlicensed goods".

Love inventory was formally launched in September 2017, and sales exceeded 100 million in the first month. In September this year, the monthly sales volume was as high as 350 million yuan. At present, it has attracted over 600 thousand distributors and more than 5000 well-known brands at home and abroad, and has sold over about 30000000 items.

In just over a year, the development advantage of love inventory is not only a hard demand for Chinese enterprises to eliminate inventory backlog, but also a platform that controls the two dimensions of brand "quality" and "price excellence", and caters to the consumer psychology of the waist users in the sinking market.

For example, genuine product protection, in addition to strict scrutiny of suppliers, AI inventory also established a set of its own quality control system, and the introduction of the third party professional inspection agency HQTS, directly to the brand side of the warehouse for on-site quality inspection.

Emerging business is constantly rising, in fact, in the user level to do a new cut, many levels of demand, but also urgently need to be more subdivided platform to cut in and meet.

Open up the upstream and downstream chains of the industrial Internet?

In October of this year, Ma Huateng asked ID, who was known as "PonyMa", and shifted the focus of Internet public opinion to the industrial Internet at one stroke. At the Internet Conference, the bigwigs agreed that the second half of the industrial Internet has come.

But it is obviously not easy to enter the industrial Internet from the consumption Internet. For a long time, most Internet Co in China have risen from the 2C field, especially the wave of mobile Internet. New giants such as millet, today's headlines and the US group belong to the typical consumer Internet domain.

Therefore, if these companies turn to the supply side of the service industry, they will inevitably need a suitable entry point and opportunity.

From this point of view, love inventory positioning "the world's leading crowdsourcing distribution platform" to solve the brand's inventory pressure, its entrance just stuck in the industrial Internet.

As a result, if the industrial Internet becomes the focus of the layout of the Internet giant in the future, the special business model of love inventory will give the electricity supplier industry more imagination.

Love stocks upstream, butt up all brands, clean up inventory for brands, downstream distributors and distributors, offer high cost goods, and then sell them to consumers through social networks, thus forming a commercial closed loop.

Behind this, however, there is a gradually intact supply chain, which makes it more efficient and coordinated to have both ends of supply and demand and paction flow.

On the one hand, the platform directly connects with the brand side to achieve inventory synchronization, order synchronization, delivery synchronization and reconciliation.

On the other hand, the platform helps distributors make pictures and copywriters, and they can forward photos and messages to WeChat friends circle or WeChat group.

It is worth mentioning that the inventory of self built cloud storehouse has been shortened, and the pfer time of warehousing and distribution has been shortened. The response time of the entire supply chain has also been significantly shortened.

From this, the efficiency of love inventory is much higher than that of other electronic business platforms. According to relevant information, the single sale cycle of the brand players of love inventory platform is only 48 hours, and the return period only takes 7 days.

Now that the end of the year is approaching, after the double eleven consumption is weak, many brands are likely to concentrate on clearing in advance. If they fail to solve the backlog in time, they will affect the next year's production and sales plan.

Therefore, relying on love inventory control ability and flexibility of the entire chain may become their common choice, and this is also an attempt to improve the Internet user experience of the service industry.

This year's capital cold winter, love inventory is undoubtedly the darling of the social networking business track, precisely cut into the potential of the market to upgrade the consumption upgrade potential, and after screening out the waist value users, and then to harvest the dividend of the three or four tier urban consumption stratification, perhaps the war of social business is far from over.