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WooDawn",{"id":492,"path":493,"title":494},"zh_sitePages\u002Flegal\u002Fprivacy.md","\u002Flegal\u002Fprivacy","隐私说明",{"id":496,"path":497,"title":498},"zh_sitePages\u002Flegal\u002Fterms.md","\u002Flegal\u002Fterms","内容使用说明",{"document":500,"isArticle":1033},{"id":501,"title":502,"abbreviations":503,"aliases":504,"answers":505,"appliesTo":506,"articleType":507,"body":508,"businessModel":1023,"constrainedBy":1024,"currency":1025,"description":1026,"discussionUrl":506,"domains":1027,"evidenceStatus":1029,"extension":1030,"funnel":1031,"implements":1032,"indexable":1033,"measuredBy":1034,"meta":1035,"metric":506,"navigation":1033,"needs":1036,"originalSources":1037,"path":41,"regions":1038,"related":1041,"reviewAfter":506,"roles":1042,"seo":1045,"seoImage":506,"seoTitle":506,"sources":1046,"stages":1051,"status":1053,"stem":1054,"supersededBy":506,"tags":1055,"term":506,"themeSources":1064,"tools":1065,"updatedAt":1067,"uses":1068,"verification":1069,"verifiedAt":1067,"__hash__":1070},"zh_articles\u002Fcommerce\u002Fclearance-sales.md","清仓与滞销库存：何时清、走哪个渠道、怎样守住价格体系",[],[],[],null,"concept",{"type":509,"value":510,"toc":1006},"minimark",[511,521,525,528,610,620,623,626,734,742,745,788,791,794,799,807,833,837,848,853,857,860,896,899,902,925,928,956,959,992,995],[512,513,514,515,520],"p",{},"清仓是把滞销、过季、临期或停产的库存换回现金与仓位。它的目标是回笼资金，不是拉新，也不是提升销量排名；做得不好，会让顾客学会「等打折再买」。本文讲三件事：何时清、走哪个渠道、怎样在价格规则内清而不伤正价体系。不覆盖：采购预测与选品方法；折扣在系统里的配置见",[516,517,519],"a",{"href":518},"\u002Fzh\u002Fcommerce\u002Fpricing-discounts","定价与折扣","。",[522,523,524],"h2",{"id":524},"何时清",[512,526,527],{},"清仓的判断来自库存周转，而不是「感觉卖得慢」。可用的数据口径：",[529,530,531,547],"table",{},[532,533,534],"thead",{},[535,536,537,541,544],"tr",{},[538,539,540],"th",{},"信号",[538,542,543],{},"口径",[538,545,546],{},"读法",[548,549,550,566,577,588,599],"tbody",{},[535,551,552,556,563],{},[553,554,555],"td",{},"售罄率低",[553,557,558,562],{},[516,559,561],{"href":560},"\u002Fzh\u002Fterms\u002Fsell-through-rate","售罄率","：售出件数 ÷（售出件数 + 仍在库件数）",[553,564,565],{},"同一窗口内与同品类比较，长期偏低的变体进入观察名单",[535,567,568,571,574],{},[553,569,570],{},"可售天数长",[553,572,573],{},"期末库存 ÷ 日均销量",[553,575,576],{},"可售天数超过剩余销售季或保质期，就需要提前处理",[535,578,579,582,585],{},[553,580,581],{},"季节或款式即将结束",[553,583,584],{},"商品计划中的下架日期",[553,586,587],{},"按季节性商品倒推，越晚清折扣越深",[535,589,590,593,596],{},[553,591,592],{},"临近保质期",[553,594,595],{},"批次到期日",[553,597,598],{},"留出物流与顾客使用的时间",[535,600,601,604,607],{},[553,602,603],{},"停产或换代",[553,605,606],{},"新款上架日期",[553,608,609],{},"旧款在新款上架前清，避免同时在售互相影响",[512,611,612,613,615,616,520],{},"Shopify 库存报表页给出的口径（核验于 2026-10-10）：售罄率使用最近可用的 30 天数据，通常滞后约 2 天；负库存按 0 计；未追踪库存的商品视为售出 0 件；只有在窗口前或窗口内至少卖出过一次的变体才出现。可售天数的日均销量基于最近 28 天。售出件数不反映退货、手动调整与调拨入库。因此新品、断货期间的变体与季节性商品的读数会被扭曲，口径详见",[516,614,561],{"href":560},"，库存状态见",[516,617,619],{"href":618},"\u002Fzh\u002Fcommerce\u002Finventory-basics","库存管理基础",[512,621,622],{},"阈值取决于品类毛利、仓储成本与销售季长度，本文不给经验数值。",[522,624,625],{"id":625},"渠道选择",[529,627,628,644],{},[532,629,630],{},[535,631,632,635,638,641],{},[538,633,634],{},"渠道",[538,636,637],{},"做法",[538,639,640],{},"优点",[538,642,643],{},"对价格体系的影响",[548,645,646,660,674,688,706,720],{},[535,647,648,651,654,657],{},[553,649,650],{},"站内限时清仓",[553,652,653],{},"正价店内设清仓集合或活动",[553,655,656],{},"回款快、毛利最高",[553,658,659],{},"最直接：正价顾客都能看到",[535,661,662,665,668,671],{},[553,663,664],{},"站内折扣专区或奥莱",[553,666,667],{},"固定的「Outlet」集合或独立店铺，与正价商品分开",[553,669,670],{},"有长期出口，正价页面不受干扰",[553,672,673],{},"中等：顾客知道有地方能买到便宜货",[535,675,676,679,682,685],{},[553,677,678],{},"会员或老客专享",[553,680,681],{},"只对已购顾客或会员开放",[553,683,684],{},"不向新访客展示折扣",[553,686,687],{},"较小；在欧盟要注意是否构成对多数顾客开放的降价公告",[535,689,690,693,696,699],{},[553,691,692],{},"组合装或赠品",[553,694,695],{},"把滞销品搭配畅销品，或作为满额赠品",[553,697,698],{},"不直接降单价",[553,700,701,702],{},"较小；见",[516,703,705],{"href":704},"\u002Fzh\u002Fcommerce\u002Fgift-with-purchase-bundles","买赠与组合装",[535,707,708,711,714,717],{},[553,709,710],{},"批发或尾货商",[553,712,713],{},"整批卖给折扣零售商或尾货商",[553,715,716],{},"一次性出清、处理量大",[553,718,719],{},"不在自己店内，但商品可能以低价出现在其他渠道",[535,721,722,725,728,731],{},[553,723,724],{},"捐赠",[553,726,727],{},"捐给慈善或社会组织",[553,729,730],{},"不冲击价格",[553,732,733],{},"无回款；在欧盟与销毁禁令的豁免有关，见下文",[512,735,736,737,741],{},"批发渠道在 Shopify 中可以用 B2B 功能承接，见 ",[516,738,740],{"href":739},"\u002Fzh\u002Fshopify\u002Fshopify-b2b","B2B","。批发出清的合同里要写清能否在线上公开销售、能否使用品牌名称与图片，否则低价商品可能出现在比价结果中。以上渠道对比是本库整理的通用做法，未经真实业务验证。",[522,743,744],{"id":744},"守住价格体系",[746,747,748,760,766,772,782],"ul",{},[749,750,751,755,756,520],"li",{},[752,753,754],"strong",{},"把清仓与正价分开","：清仓商品集中在单独集合或专区，不放在首页与正价集合的显眼位置；徽标用「清仓」「最后几件」等真实描述，展现形式见 ",[516,757,759],{"href":758},"\u002Fzh\u002Fpresentation\u002Fbadge","Badge",[749,761,762,765],{},[752,763,764],{},"定好节奏，不随意加码","：事先写好分几轮降价、每轮折扣与时长，按计划执行；临时追加折扣会让已经下单的顾客觉得吃亏。",[749,767,768,771],{},[752,769,770],{},"限定范围","：只清计划内的商品与变体，不顺手把正价商品拉进来。",[749,773,774,777,778,520],{},[752,775,776],{},"写清售后规则","：清仓商品是否可退换、运费由谁承担，在下单前写明；法定撤回权与「清仓不退不换」之间的关系各地不同，未核验，需要合规确认。退货政策写法见",[516,779,781],{"href":780},"\u002Fzh\u002Fcommerce\u002Freturns-refunds","退货与退款",[749,783,784,787],{},[752,785,786],{},"库存准确","：清仓商品往往库存零散、有瑕疵，「仅剩 N 件」必须读真实可售量，瑕疵品要写明瑕疵。",[522,789,790],{"id":790},"清仓降价的价格规则",[512,792,793],{},"以下为官方文本要点，核验于 2026-10-10，不构成法律意见，需要法务或合规确认。",[795,796,798],"h3",{"id":797},"欧盟price-indication-directive-第-6a-条","欧盟：Price Indication Directive 第 6a 条",[512,800,801,802,806],{},"清仓降价同样是降价公告，适用",[516,803,805],{"href":804},"\u002Fzh\u002Fregulations\u002Feu-price-reduction-indication","欧盟降价公告规则","：前价是降价前不少于 30 天内的最低价。委员会通告 2021\u002FC 526\u002F02 中与清仓直接相关的几点：",[746,808,809,815,821,827],{},[749,810,811,814],{},[752,812,813],{},"逐步加深的清仓（4.3 节）","：成员国可依第 6a(5) 条规定，同一活动中不间断地逐步加深降幅时，前价沿用首次降价前 30 天内的最低价。例子是首轮 9 折、再到 8 折、7 折，前价都可以是活动开始前的 100 欧元。该条须从严解释，只适用于降价连续、不中断、且期间不抬高所标前价的情形；成员国未选用该选项时不适用。",[749,816,817,820],{},[752,818,819],{},"过季服装不是易变质商品（4.1 节）","：成员国可依第 6a(3) 条为易变质或很快过期的商品另定规则，但只在「商业意义上过期」的商品（例子是季节性服装）不属于此类。",[749,822,823,826],{},[752,824,825],{},"季节性商品重新上架（4.2 节）","：中断后重新销售的季节性商品不算新品；商家可以选用更长的参考期（如过去一年内累计销售至少 30 天的期间），以该期间的最低价作为前价。",[749,828,829,832],{},[752,830,831],{},"与 UCPD 的关系（第 3 节）","：降价期相对原价销售期过长，或宣传「最高 7 折」而只有少数商品达到该折扣，可能按 UCPD 认定为误导。长期挂着「清仓」的商品要注意前一条。",[795,834,836],{"id":835},"美国联邦16-cfr-2331-原价比较","美国联邦：16 CFR 233.1 原价比较",[746,838,839,842,845],{},[749,840,841],{},"以自己的原价作比较时，原价应是此前相当一段时间内、在正常经营中公开且积极地向公众报价的真实价格；为制造大幅降价而临时设定的虚高价格属于虚构原价。",[749,843,844],{},"原价不因没有成交就当然虚构，但商家要格外小心，且不应暗示该价格是成交价（如「Formerly sold at」），除非确有可观销量。",[749,846,847],{},"广告只写「Sale」而不写原价或降幅时，降幅不能小到没有意义。",[512,849,850,851,520],{},"16 CFR Part 233 是 FTC 的指南，各州价格广告法未核验。美国联邦对原价的整体要求另见",[516,852,519],{"href":518},[522,854,856],{"id":855},"欧盟未售服装鞋类不得销毁","欧盟：未售服装鞋类不得销毁",[512,858,859],{},"清仓的最后一步常常是「卖不掉就销毁」。在欧盟，这一步受 Regulation (EU) 2024\u002F1781（ESPR）约束：",[746,861,862,868,874,880,890],{},[749,863,864,867],{},[752,865,866],{},"定义","：「未售消费品」包括过剩库存、积压库存与滞销库存（deadstock），以及消费者依撤回权退回的商品；「销毁」指故意损坏或作为废物丢弃，为准备再利用（含翻新、再制造）而交付的除外（第 2 条）。",[749,869,870,873],{},[752,871,872],{},"一般原则","：经营者应采取可合理预期的必要措施，避免需要销毁未售消费品（第 23 条）。",[749,875,876,879],{},[752,877,878],{},"禁令","：自 2026-07-19 起，禁止销毁 Annex VII 所列的未售消费品；Annex VII 目前列出服装与服饰配件（含皮革服装、针织与非针织服装、帽类）以及鞋类。禁令不适用于微型与小型企业，对中型企业自 2030-07-19 起适用（第 25(1) 条）。不受禁令约束的经营者不得为规避禁令而销毁供给它的未售商品（第 25(2) 条）。",[749,881,882,885,886,889],{},[752,883,884],{},"豁免","：委员会以授权条例规定豁免情形，第 25(5) 条列出的理由包括健康卫生与安全、无法经济修复的损坏、不适合预期用途、",[752,887,888],{},"捐赠未被接受","、不适合再利用或再制造、侵犯知识产权（含假冒）等。授权条例的具体条件本文未读。",[749,891,892,895],{},[752,893,894],{},"信息披露","：丢弃未售消费品的经营者须每年在网站易于访问的页面披露丢弃的数量与重量、原因与适用的豁免、送去再利用、回收、其他回收利用与处置的比例，以及预防措施；不适用于微型与小型企业，对中型企业自 2030-07-19 起适用（第 24(1) 条）。",[512,897,898],{},"企业规模的判定口径与授权条例的豁免细则需要合规确认。对服装鞋类品牌而言，这意味着折扣专区、批发尾货与捐赠要排在销毁之前，并留下处理记录。",[522,900,901],{"id":901},"度量",[746,903,904,913,919],{},[749,905,906,909,910,912],{},[752,907,908],{},"主指标","：清仓商品的",[516,911,561],{"href":560},"与清仓期内回笼的现金；口径写明窗口、是否含退货。",[749,914,915,918],{},[752,916,917],{},"代价","：清仓毛利与清仓期间正价商品的销售是否下滑；清仓顾客的后续正价复购。",[749,920,921,924],{},[752,922,923],{},"库存健康","：清仓后剩余库存的可售天数，以及仍需捐赠或处置的件数。",[522,926,927],{"id":927},"各平台落地",[746,929,930,937,944,949],{},[749,931,932,936],{},[516,933,935],{"href":934},"\u002Fzh\u002Fshopify\u002Fshopify-discounts","折扣","：清仓折扣的起止时间、适用范围与组合规则，以及折扣与 compare-at 价格的区别。",[749,938,939,943],{},[516,940,942],{"href":941},"\u002Fzh\u002Fshopify\u002Fshopify-collections-publishing","集合与发布","：用单独集合承载清仓或折扣专区。",[749,945,946,948],{},[516,947,740],{"href":739},"：批发出清的价格目录与数量规则。",[749,950,951,955],{},[516,952,954],{"href":953},"\u002Fzh\u002Fshopify\u002Fshopify-analytics-reports","分析与报表","：库存与销售报表的口径。",[522,957,958],{"id":958},"页面落点",[746,960,961,968,976,984],{},[749,962,963,967],{},[516,964,966],{"href":965},"\u002Fzh\u002Fshopify\u002Fcollection\u002Fcampaign-collection-page","活动与编辑型集合页","：站内限时清仓与长期折扣专区都由单独集合承载，与常规活动集合的差异见该配方「清仓与特卖集合的差异」。限制摘要写清清仓范围与降价轮次；划线价与折扣百分比按上文「清仓降价的价格规则」的前价计算。「最终售出，不退不换」只在退换规则里确实这样设置后才写，位置在集合限制摘要、商品卡与商品页购买区附近，前提与措辞见该配方「「最终售出，不退不换」的位置与措辞前提」。清仓商品全部售完时说明已售完并给出上级分类，不留空网格。",[749,969,970,971,975],{},"不使用",[516,972,974],{"href":973},"\u002Fzh\u002Fshopify\u002Fhomepage","首页","的限时活动位与正价集合的显眼位置承载清仓，理由见上文「守住价格体系」。",[749,977,978,979,983],{},"商品卡与商品页：「清仓」「最后几件」徽标与剩余数量按",[516,980,982],{"href":981},"\u002Fzh\u002Fmodules\u002Favailability-notification","库存状态与到货通知","的词表读取真实可售量；瑕疵写在商品页。",[749,985,986,987,991],{},"购物车：清仓折扣是否生效由",[516,988,990],{"href":989},"\u002Fzh\u002Fmodules\u002Fpromotion-redemption","促销兑现","反馈。",[522,993,994],{"id":994},"待继续完善",[746,996,997,1000,1003],{},[749,998,999],{},"ESPR 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