"Pseudo Extreme Cold" Testing Jinjiang'S Clothing Adaptability

" Millennium Arctic It was proved to be untrue, but it led to industry thinking.

Core tip: from the four rumors to the public rumor, just in the past October and even the whole autumn and winter, the most popular topic for the clothing industry is undoubtedly the "endless cold" rumors.

As a matter of fact, although the discussion about "the millennium is extremely cold" is more than a wave, though "a thousand years are extremely cold". Rumor Or has already had a certain impact on the clothing industry, but the men's clothing brand enterprises have not been too excited about the "thousand years of extreme cold". For them, if "a thousand years of extreme cold" really "keep the appointment", at the very least, it will only help digest the inventory and help dealers increase their prices; and if the "Millennium cold" fails, the loss will not be great, because they have not been able to respond to the "thousand years of extreme cold".

In the process of "Millennium cold" rumors, as the industry has said, they think more about this rumor. Garment industry stay Strain capacity When it comes to weakness, "when can we not have to" worry about the cold "and" when the clothing industry can not rely on "?

　　 "A thousand years of extreme cold" is a double-edged sword.

In recent times, rumors of "a thousand years of extreme cold" have appeared on the Internet. According to the China Meteorological Administration in October 12th, although there is no sufficient scientific basis for the European winter to have "one thousand years of cold winter", it is necessary to guard against the occurrence of low-grade chilling injury in winter.

Although the "chilly cold" has been identified as "rumor", the warm and cold weather in October and November still let many garment enterprises "go all in to catch up." After all, the clothing industry is still only a "paradise" industry, cold weather and winter clothing sales, so almost everyone in the clothing industry is looking forward to the cold weather.

However, before the "Millennium cold phenomenon" has yet to be finalized, rumors of "one thousand years of extreme cold" have become a "double-edged sword".

"The stocking looks simple, but it is actually fatal. Once prepared, there is no winter. Sales are bad, which means that these goods can only be sold at low prices or even become inventories. Not only can not earn money, but more serious is that everyone's capital chain is very tight, so that the next spring summer clothing production may be affected, more serious, the capital chain is broken, the consequences are unthinkable. stone lion In recent years, he has been very "entangled". The rumors made him not want to miss such a good opportunity for a garment industry, but also worried that the loss would be even greater if the "cold year is extremely cold". Wu also said that this year's raw material has gone up so much that it has made the small and medium enterprises with strong strength have stretched a string and can not take the wrong step. "The more the strength is not strong, the more they want to fight.

Like Wu, in the face of the possibility of extreme cold weather, they dare not go all the way. This is the general psychology of small and medium-sized enterprises, mostly wholesale markets. And the brand enterprises, which are mainly based on order, face such a "rumor".

What caused these different reactions is the operation mode of men's clothing brand enterprises. At present, almost all men's clothing brand enterprises adopt the order system, which means that the enterprises have produced the winter products in half a year ago, and transported the winter products to the whole country a month ago. That is to say, when a rumor about "one thousand years of extreme cold" began to prevail a month ago, the brand enterprises had not had enough time to adjust their products in winter.

"To put it bluntly, we can only passively" rely on the weather ". Even if we know that the weather will be cold, because of the rigor of the operation mode, we are just missing the opportunity to fight. Insiders said Mr. Lin. {page_break}

Save against a rainy day

Building "weather station" can predict "Providence".

Although there has been no reversal in the general direction, if the "Millennium cold" really arrives, it will be beneficial to those brand enterprises and distributors who can respond in time.

"Basically, there is no autumn this year, and it will soon be winter. We hope the weather will be cold and sell more clothes and less discount. After all, winter clothing is the longest selling unit with the highest price. It determines the quality of our annual harvest. " Chen Shi, a dealer in Shishi Zhangzhou brand, said that although he was a proxy brand, he could not raise the tag price of clothing. But if the weather is cold and the winter clothing sales are tight, they can choose to do promotions and sales discounts as usual. "And if the weather is cold and winter clothes sell well, it will also reduce our inventory pressure and even sell some stock in previous years."

The impact of the weather on inventory is also reflected in the brand enterprises. For this reason, many enterprises such as JIM S, Gao Er Pu, and the flag king are planning how to adjust the inventory to make this cold winter very early. Zhuang Xiangyang, general manager of the flag king, said, "for the coming winter, we convened all the relevant departments to discuss the adjustment of inventory very early. Once the signs of cold winter appear, we will plan the northern part of the stock in the north according to the plan, because the influence of the cold winter will be greater in the northern part of China, and some inventory will also be very good when there is no time to add a single bill." Although the products of brand enterprises are bought out by dealers, there will still be some inventory at headquarters and branches. At the same time, some brands will also coordinate with dealers to help adjust their products.

Xiao Bing, deputy general manager of JIM S operations center, believes that weather is the first element that the clothing industry needs to pay attention to. Xiao Bing introduced that JIM 'S has a "weather station" in every province, that is, every area has a special person to record the local climate, and there will be regular exchanges of weather and goods between different regions. "Our store manager will analyze and summarize 10 kinds of potential unsalable products according to local weather and sales data weekly, and make timely adjustments to avoid the loss of customer lists."

When the entire clothing industry can only "rely on the sky", if we can predict the "Providence" early, it will undoubtedly be the biggest winner. Lin Jinwen, director of the retail centre, said he would buy climate forecasts in the past two years. Although the forecast for the first half of the year is not always correct, the probability of relative success will be higher. "We predict that this winter product may meet with a cold winter this year during the May winter product orders, so we will encourage distributors to order more winter products such as thick cotton padded clothes and so on, and then increase the order amount by about 30%," he said. Lin Jinwen revealed that he also ordered a weather forecast two months ahead of schedule, which would be more accurate than half a year earlier, and would help guide dealers to adjust the upper bound. {page_break}

　 Reporter observation

Predicting "Providence" is not as timely as "changing".

The rumors of "one thousand years of extreme cold" have made the garment industry concussion. Rumours helped boost the price of down garments. It is said that the share price of clothing stocks has also been stimulated by the previous stage, and some enterprises have been making profits. Some enterprises are still thinking about whether to fight or not, but most of the brand enterprises can only "keep up their spirits".

In this "Millennium cold" rumor, we see that "the smaller the boat, the better turn around", dealers can always adjust the selling price, those who go to the wholesale market of small and medium enterprises or can still fight, and these have developed into giant goods brand enterprises but because of various factors and "move body".

For a brand enterprise, the most fundamental thing is not to predict the weather, but to act according to circumstances. As a chain running through R & D, the supply chain will be the real driving force for garment enterprises to grasp the "Providence" if they can move up and get up quickly. Enterprises will not only predict "Providence". Just imagine, if we can complete the research and development to the shelves in just two weeks like ZARA, do we need to predict the weather too early?

Of course, accelerating the response speed of the supply chain is far from being a simple statement. Its engineering is huge and its system is complex. An internal staff of power boss revealed that in order to speed up the reaction of the supply chain, the company is constantly strengthening supplier management. "Now, the purchasing department of the supply chain has several different categories, each performing its duties, each having its own procurement contents." Procurement management is only a small part of supplier management, and supplier management is only a small part of supply chain management.

Even if the project is huge, some brand enterprises such as the seven wolves and nine Mu Wang have gradually invested a lot of money and manpower to improve the reaction speed of the supply chain. We have reason to believe that the next winter, brand enterprises need not predict, but also seize the opportunity.