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2013 In The First Half Of The Year, Clothing Owners Were Keyed To Stock.

2013/1/10 10:21:00 13

Clothing Industry Brand Clothing Clothing Inventory

in 2012, "a href=" //www.sjfzxm.com/ "target=" _blank > clothing < /a > industry cold current ", the brand menswear, which has always been favored by the industry, has not been able to stand alone.

Hong Zhaoming, "the letter to the staff", has been circulated on the Internet.

The decline of the market is a severe situation facing almost all garment enterprises.

Under the pressure of high inventory, some clothing brands set off discount and tide.

Reporters yesterday in the upper and lower nine pedestrian street visit, found that many sports brand new month just started, after a week on the "buy one get one" discount, inventory style is 3~5 discount treatment.

> the news shows that the strong bullying men encountered the market predicament and made their more than 3000 franchisees suffer hardships.

Because the implementation of the strategy is not allowed to discount sales promotion and do not accept any form of return, resulting in a large backlog of goods from franchisees around the country, it is difficult to digest, some franchisees even admitted that in 2012, the stores were basically losing money.

What P is more worried about is that, along with the market decline of a href= "//www.sjfzxm.com/news/index_c.asp" and "men's wear /a", there are still many problems in the internal management of Hong Zhaoming, such as the management disorder, the corruption of employees and management due to self-interest.

according to the Ministry of industry and information technology, before July last year, the loss of garment enterprises above Designated Size reached 17.7%, an increase of 5.3 percentage points compared with the same period last year, and the deficit of loss making enterprises increased by 109.3%.

According to the National Bureau of statistics, over 256 billion 966 million of the finished products in the first three quarters of the Chinese garment industry were above 256 billion 966 million.

High inventory is discounting the clothing "normalization". Insiders admit that the clothing sale will be a reflection of the huge pressure of garment enterprises to "go to stock".

sports apparel industry to adjust channels to inventory /p >

in fact, in order to protect channels, in December last year, Li Ning Co suddenly released a "channel revival plan" which estimated expenditure of 1 billion 400 million ~18 billion RMB. It focused on supporting dealers to clean up inventory, buy back, integrate sales channels, and improve financial situation and cash flow.

But it is worth noting that Lining's recovery plan is mainly reflected in the "non cash, offset accounts receivable" way.

Lining's interim report shows that its accounts receivable is 2 billion 516 million yuan, and its inventory is 1 billion 138 million yuan.

not only the Lining family, but also the whole sportswear industry is adjusting inventory and channel.

In a deep research report, Changjiang Securities researcher pointed out that behind this phenomenon is the neglect of management and design capabilities in the era of rapid expansion of local brands.

In 2008, Lining, who is proud of the Chinese people, is now no longer in sight. The Jinjiang sports brand has caught up with Lining. The root of the loss of the prince lies in his strategic mistakes in recent years: the loss of basketball business advantage, the badminton business is not satisfactory, and the loss of trademark replacement and slogan positioning.

The 1 billion 800 million yuan recovery plan seems to be a masterpiece, but it is only a short-term fire fighting behavior. It has not put forward a long-term new strategy for the group.

industry analysis

large discounts cause consumers /p >

< < money to buy > > mentality .

analysis of Shenyin Wanguo Securities pointed out that although the current discount sale is promoting the festival market, the main keynote of the first half of this year is going to the stock market.

Analysis shows that, during the new year's day, the discount sales promotion activities launched by various shopping centers have greatly stimulated consumers' enthusiasm for buying, and the cold weather has further promoted the sales of clothing sales everywhere, and the trend of retail terminal warming is expected to continue.

According to the introduction, the low consumption of clothing in the first half of last year led to a low turnover of spring and summer sales, which also directly affected the confidence of the franchisees in the spring and summer 2013. The autumn winter wear sales in the second half of the year have improved. The industry expects that the low performance of the garment industry will appear in the first half of 2013. The one side clothing enterprises will continue to use the discount sales way to digest the channel stock. On the other hand, the enthusiasm of the franchisees will increase in autumn and winter, and the income in the second half of this year is expected to improve.

Lei Yu, an analyst with Changjiang Securities, said that along with the rapid expansion of the industry in the past few years, various problems, such as too long channels, redundant links and high proportion of affiliate terminals, have been accumulated.

In particular, department stores channel, channel bargaining power is strong, leading to the "a" href= "//www.sjfzxm.com/" target= "_blank" > brand clothing < /a > high price tag.

In the current situation of low demand, department stores have been greatly reduced to attract consumption.

In the short term, a substantial discount will really help to increase the sales volume of the store counters. In the long run, it will trigger consumers' "cash to buy" mentality.

For garment enterprises, it is necessary to increase the proportion of direct channels and improve the channel management ability. At the same time, differentiated product design is the correct way out of this dilemma.