The clothing industry is the industry most affected by video anchors. It blurs the boundaries between wholesale and retail, and also confuses our upstream clothing manufacturing companies. In the past, the order volume was only available to large wholesale customers. Now, various anchors that have sprung up like mushrooms can reveal the purchase volume of large wholesale customers in a month in minutes.

In the field of clothing, Douyin is clearly outlining the basic form of what Alibaba has not done, and also outlining the future of clothing circulation. As early as 20 years ago, Alibaba hoped to reduce the circulation link and help customers find manufacturers directly. But clothing is different from other

industries. Its cycle is short, product changes are frequent, and the confidentiality of new products is crucial for large order transactions. Therefore, as you can see in the past ten years, , the clothes on Alibaba are all low-quality goods or unsold products, so they are sold online without distinction. Because of this, Alibaba has not affected the clothing wholesale market in the past ten years. On the contrary, the rent in the clothing wholesale market has become more and more expensive, and the wholesale business is getting better and better.

But with the emergence of Douyin, the clothing supply chain pattern has undergone very interesting changes.

Originally, Douyin was engaged in retail, and there was no conflict with Alibaba’s business. However, with the successful rise of many clothing anchors, their order volume has reached or even far exceeded that of many wholesale customers. Order quantity, that is to say, a retail customer is upgraded to a wholesaler customer. In the past, supply companies would not supply directly to retailers, mainly because the order quantity was insufficient, but now it has become a hot topic for companies to compete with each other. cake. Moreover, Douyin's live broadcast sales are timed to retail, so there is no need to worry about confidentiality before the launch, thus completely solving the crux of the transition of clothing supply to online.

Therefore, those who can really subvert leading companies are not people in the same industry, but companies that are seemingly out of reach of you. Dimensionality reduction attacks will appear more and more in all walks of life in the future. All walks of life.

However, the changes brought about by Douyin also have shortcomings. That is the main waist anchors. Clothing products are still concentrated in mid-to-low-end products, and the coverage is not comprehensive. This is not because the anchors are not aware or do not want to enter the high-end market, but because the anchors have not really entered the clothing supply. chain. Most of the anchors’ expenditure costs are concentrated on employee salaries and venue fees. Most of the product sales are free of charge or pre-ordered products. They cannot select and prepare goods in advance like clothing wholesalers. This comes back to Alibaba's pain point. Most of the goods that can be obtained for free are slow-selling products or products that have no manufacturing threshold. Many top anchors such as Weiya have their own product departments. Like many big brands, they have reserved their products half a year in advance. Their understanding of the products is by no means like ordinary anchors who can only say: ohmygod. This is also the reason why top anchors have more advantages in high-end products, and their unit price is of course very low.

Therefore, if Douyin anchors really want to make good clothes, they must abandon the previous hawking model and truly turn themselves into a major clothing supply customer, a clothing person, and a clothing person. Become a clothing talent!