New Zero Batches "Win Win For Professional And Retail Mall"

For a long time, China Economics The core is manufacturing. As the development of manufacturing industry brings rich commodity market and circulation, the development history of Chinese economy in the past 30 years is the history of Chinese commodity manufacturing and commodity trading. Thus, the "push" supply chain, which takes manufacturing as the core, is formed, that is, numerous manufacturing enterprises build channels and terminals around production and products. However, China's manufacturing industry, especially the light textile manufacturing industry, is mostly developed by small and medium-sized enterprises. It constitutes the five level circulation mode of "production plant, industrial cluster, wholesale market for origin, distributed professional market and retail terminal", and the whole supply chain is actually a "stock chain" which is continuously promoted by production enterprises. In the whole supply chain, besides manufacturing enterprises are more concerned about the quality and brand of products, all stages of the supply chain are concerned with sales and payment. Leading to the low brand value of Chinese goods. logistics The cost is too high, which seriously restricts the brand building of Chinese commodities and the innovation of circulation channels.

In the supply chain system, the professional market, as an important part of China's circulation platform, has always been an important stage for the circulation of commodities with Chinese characteristics. According to incomplete statistics, China now has more than 100 thousand specialized markets of various commodities, and the market area of commodity trading is nearly 20 trillion square meters, with an annual turnover exceeding 30 trillion yuan. After 30 years of change and transformation, the commodity trading market with Chinese characteristics is gradually moving towards specialization and thematic. Meanwhile, a large number of traditional wholesale formats are gradually disintegrating and begin to enter the theme. retail The ranks of terminals. Such commodities are mainly household, electrical and electronic goods. However, it faces many small and medium-sized manufacturing enterprises in China, and cities, counties, townships and towns that are rich in land and resources. The wholesale mode of Chinese products still exists, and with the continuous optimization of commodity types and the continuous innovation of business models, the "cross-border" and "mashup" in the field of commodity trading market are formed. Especially in clothing, textile and other commodity fields. At present, China has 8 garment manufacturers and 6 clothing brands. Clothing, as a diversified, diversified and multi-level commodity, is difficult to carry out simple standardization and standardization. Therefore, the transformation and upgrading of China's garment market is more challenging and exemplary.

For a long time, we have adopted the development strategy of "wholesale and retail" in wholesale and retail business, resulting in the wholesale market and the retail market. Seriously restricting and affecting the interaction between wholesale and retail and the business nature of resource sharing. Since 2003, as the senior consultant and planning and operation expert of Shenyang five love market, the author has put forward the conception and concept of "new wholesale zero" in light of the characteristics and trends of the professional market. After nearly 10 years of development, the Chinese professional market has begun to enter the era of "zero and zero combination". The core of the new wholesale zero doctrine is the core function of the wholesale market, that is, the most channel, the lowest price, the most variety, the way to expand the commodity, directly facing the consumers, and building the new terminal of the wholesale market. Therefore, "new wholesale zero" is a milestone in China's wholesale market transformation and mode innovation.

In recent years, the professional market has been marginalized. City The trend of marginalization, regional marginalization, marginalization of the market and marginalization of the brand is intensifying. With the active entry of professional market into market management and the combination of "zero and zero", the operation mode is becoming a trend. Due to the characteristics of wholesale market and business circle, the combination of wholesale and marketing is always difficult to be directly recognized by the brand clothing and consumers, and it already has a good shopping environment and service means. Obviously, expanding the wholesale function on the basis of the retail mall will undoubtedly become a model worth extending and trying. Especially with the help of the terminal advantage of the retail mall, the reverse integration of the wholesale professional market channels, businesses, logistics, network and other resources will become a new choice. Therefore, when the specialized market goes to the retail market, the retail market will also open up and expand the function of the wholesale market combined with the retail terminal, and it will become a new topic. However, with the acceleration of urbanization and commercial real estate modeling in China, the traditional department store or shopping mall mode is being monopolized by several specialized brand mall, such as the well-known Huarun the Mixc, COFCO Joy City, Wan Da square, Maui department store, Heng Long square and other brand mall, and the "urban complex" that is emerging into commercial real estate is no doubt facing the test of investment and operation. In recent years, the operation of Shenyang Wuzhou shopping mall and Washington Tiandi has not been satisfactory. {page_break}

How to break the curse of department store shopping mall has become a new topic.

The "new zero group doctrine" advocates "terminal is king". brand Winning. " Especially in the popularity of the Internet today, "industrialization of reverse short process terminal integration" allows more enterprises and commodities to enter the retail terminal mall directly, using the "fatal blow" of the retail terminal mall, reversely integrating the wholesale market resources, and undoubtedly brings new vitality to the fierce competition of the Zero selling theme mall. Judging from the trend of the development of the clothing market, the emerging modes such as Oteri J and the tail cargo market have laid the foundation for the development of the theme mall. The fact that Guangzhou cotton is developing retail procurement from the wholesale business circle and the wholesale trade of Chengdu Kowloon from the retail business circle proves that not only the professional market can be transformed into the retail market, but also the retail market can be transformed into a professional market.

The new zero group doctrine advocates the reverse short process terminal. At present, "buying system", "group buying network" and "customer service" are sweeping across China. Whoever has search, click and rank will have the right to speak. Whoever has the brand, channel and platform will have the integration power. Therefore, the proposal of "new zero group doctrine" explains the relationship between "wholesale" and "retail" and the essence of commodity trade from a strategic height. "New zero group doctrine" has not only found a new direction for the transformation of the professional market, but also added new space to the development of the retail market.