One
Who is "Teenage Kayla"? I believe that many people don't know and don't know each other, Xiao Jingjing didn't know it before, and he only found out about it by watching the video today.
She's not a person! She's not a girl, and she's not a crooked nut named Kayla.
She is a women's clothing brand store at the head of a treasure platform.
Today, she blew us away.
To be exact, it has nothing to do with us.
She shocked her upstream and downstream factories, suppliers and more than 300 garment industry bigwigs who worked with her, and shocked that everyone had joined forces to find her.
Because she "ran away", carrying a huge amount of 4000 million goods, she disappeared without a trace, as if she had escaped from this world.
Two
Due to my ignorance, I found out from a certain point that "Girl Kayla" is a "hardware crown women's clothing store" of a certain treasure, and the legal representative is Li Jiezhou, with a registered capital of 500,000. The company is jointly owned by Li Jiezhou, Li Jiehao and Li Jieying. The company has been deregistered in January 2023, is there any suspicion of fraud?
The hardware here is not the hardware we usually use for nails, wrenches, and pliers. Moreover, the top women's clothing sales online store on the platform has as many as 5.52 million fans.
★ Knowledge popularization: What is the concept of a treasure "hardware crown store"?
It is necessary for the seller to have a rating of more than 10 million points to be eligible for this level title. With this designation, customers will perceive it as a premium merchant. 10 million points means that at least this store has more than 10 million sales, isn't it quite scary.
This kind of shop can still sell goods
Three
"Girl Kayla" ran away, ran away without warning, it is said that the first day was still selling goods on the live broadcast, and the next day the building was empty. The store is now unsearchable.
The running away of the head women's clothing e-commerce company has made more than 300 suppliers in Guangzhou and the surrounding areas cry without tears. More than 40 million yuan of payment, even if it is an average of more than 100,000 yuan to each factory. Q is not a decimal number in such a hard-to-earn era.
This is another bloody tragic tragedy of the head e-commerce and the head anchor pit factory.
Four
This is just a news report, in fact, in real life, there are many similar cases of runaways, especially in the clothing industry.
This incident reminds me of a "legend" from a long time ago,"
Since the author has also been engaged in clothing production and wholesale in the Northeast for many years.
I remember that as early as around 2010, there was an incident in Shenyang Wuai Market where logistics carried more than 10 million money. I wonder if any people in Shenyang still remember?
It's just that at that time, the Internet was not developed, and the dissemination of information was not as widespread as it is now, and it did not form a sensation. In the later period, the logistics companies around the Wuai market followed suit, and they ran away with money every year as if they had discussed it.
Merchants also want to cry without tears and have no way, calling the police, suing is useless, can only rely on their luck index to find the cargo station to deliver and collect money, every day to sell some goods is also frightened.
Coincidentally, Liaoning Xiliu Garment Wholesale Market has also had more serious cases of running away. That year, a clothing supermarket chain "Dakuan" (transliteration) ran away with 100 million yuan, causing many manufacturers in Xiliu to lose their money, and there is no explanation so far.
It seems that the clothing industry will run if it can't work, and it has long become a lifesaver for the industry!
Five
The head of the runaway, I boldly guess that the clothing industry is about to change.
★6, 70s, the mainland clothing industry is not developed, at that time the most dazzling clothing should be military green, there are only a few styles of clothing in the society, such as tunics, good shirts, Deka pants, etc., the streets are full of black, blue, gray colors, everyone wears the same. At that time, the fabric and style were also single, and anyone who wore a brightly colored clothing would be ridiculed as a fancy dress. And people rarely bought clothes at that time.
★ After the reform and opening up, a large number of garment processing enterprises and handicraft workshops were established in Guangdong and coastal cities. Styles, fabrics are gradually enriched, but productivity is low, clothing at that time was a luxury for the common people, a piece of clothing hundreds of thousands of yuan, not ordinary people can buy casually.
★ After 2000, the clothing industry gradually entered the FMCG market, a large number of clothing supermarkets came into being, but there was no e-commerce at that time, although the price of clothing has been reduced a lot, the style and selectivity have also increased a lot, but the clothing industry has been very stable, but also become a low threshold for entrepreneurship, easy to operate the industry, at that time many people preferred to open clothing stores. The prosperity of all kinds of clothing markets supports a large number of clothing shop owners, two markets, a group of manufacturers, sewing workers, logistics, fabrics, accessories and all kinds of clothing peripheral service industries, which can really be described as wind and water.
★The emergence of a treasure in 2005 marked the beginning of the e-commerce industry.
People know that they can still shop like this, and the new shopping model breaks the original business model. It has also changed people's shopping habits.
Immediately, more and more e-commerce platforms appeared, and more and more abundant shopping patterns appeared.
There are more shopping channels, and the purchasing power is also stronger. It should be a great good thing for the garment industry, but it backfired, and the garment industry has evolved from the era of fast-moving consumer goods to the era of unsalable products and surplus products.
Five
The saturation of the market, the backlog of a large number of inventories, the game between various platforms, and the infighting between various e-commerce companies have made the apparel industry difficult.
First, a large number of physical stores, the second batch of markets closed, and 80% of employees were transferred, including me, of course.
With the decline of the garment industry, the previous small garment practitioners were under great competition pressure and difficult to survive, so they gave up one after another.
Now it's the turn of the head e-commerce, "Girl Kayla", as the head of the e-commerce industry with 5.5 million fans, her runaway led to the collapse of the upstream and downstream.
The awakening of suppliers, the era of low-price circle fans, and oppression of suppliers may be over.
"Girl Kayla" 25 yuan in, 30 yuan free shipping, and open freight insurance, the business model of the money management is pure to buy the manufacturer's wool.
I've worked as a supplier and run a garment factory.
There are even some anchors who enter for 20 yuan and sell for 19 yuan 9 I have seen. Freight insurance is also opened, and the return rate is as high as 60%.
Someone doesn't understand why this is being done? But what I want to tell you is that in this era when traffic is king, it is difficult to do e-commerce without doing traffic.
Six
Let's talk about how the low price is caused.
There is a "price comparison system" between various platforms, that is, if you place an order or collect a certain piece of clothing, a link to the same product with a different price will immediately appear at the bottom of your page.
I don't know if you've noticed, the link pictures are the same, but the price is lower and the sales are higher. to guide you to buy the lower price.
Then there is the competition between peers to reduce prices, you sell 39, I sell 38, and the last person to pay is the e-commerce itself. Factory production can only change the fabric, reduce the process standards. If the quality is not good, the return rate will be higher and higher, the inventory will be larger and larger, and finally the profits will be eaten up by the inventory, and the more you sell, the more you will lose.
Seven
A head clothing e-commerce company like "Girl Kayla" is just a microcosm of the industry. I dare to say that most of the e-commerce companies that do clothing will come up with this idea several times a day, "Don't do it, run away".
Everyone may think that there is no cost for e-commerce, and it is tens of thousands of pieces sold as soon as it is sold, which is too profitable.
In fact, the cost of e-commerce, especially anchors, is very large, and the cost of buying traffic for a day's live broadcast is equivalent to a year's rent for a clothing store.
And now the return rate of women's clothing has reached the time of perversion.
I've participated in e-commerce live streaming myself.
☞ First of all, now customers buy clothing to see if there is freight insurance.
☞ Then, with the shipping insurance, she can buy all the colors and sizes of the dress she likes.
When you get home, try it on, and you may keep one piece or return it all.
☞ There is also the same style of clothing with different prices placed on different platforms and live broadcast rooms, and they are all bought home to compare the quality and price, and return all the inappropriate ones.
There are still a lot of strange returns, so I won't talk about them here, otherwise I can talk about them until dawn.
To put it bluntly, now live e-commerce has become a fitting room for contemporary women.
Eight
Now many anchors and e-commerce companies are low profits, 30 yuan to sell 39 yuan 9, a piece of clothing profit 30%, platform deduction points, push stream, taxes, freight insurance, freight, loss, labor, and return rate.
Therefore, there is no way for women's clothing to survive in the future. The entity was destroyed by e-commerce, the e-commerce was destroyed by the platform, and the factory and related parties also suffered together.
By the end of the year, there will be more e-commerce and women's clothing bosses running away, clothing profits are basically gone, and a large amount of inventory backlog cannot be sold, because they are all struggling to support without making money, labor costs, operating costs are very high, and the capital chain is broken, so why not run away.
The last pit is the factory. Therefore, remind suppliers to pay attention, collect the payment in time, and do not extend the account period indefinitely because they want to sell more goods, reduce the risk, and collect the payment in time to ensure the normal operation of the business.
Nine
In the future, there will be fewer and fewer people working in the garment industry.
The deformed garment industry represents the beginning of a major reshuffle in the apparel industry. The threshold of the future clothing industry will be so high that it is not beyond the reach of ordinary people, cherish the era when you can still buy beautiful clothes at the price of cabbage, as a former clothing person, I really hope that the spring of this industry will come again.
Friends, do you still buy clothes regularly?