Clothing Price Is Fiercer Than Tiger &Nbsp; Clothing Enterprises Are In "Stock Mire".

Just after the Mid Autumn Festival, a autumn rain makes people feel cool. This should be a good season for autumn clothing sales, but the soaring autumn wear prices inhibit consumers' desire to buy.

In fact, as early as late August, the autumn clothing had already been pferred to the market, and the price of clothes similar to that of last year's color and style has increased by 10%-20%. An ordinary long sleeved sweater will also cost about 300 yuan, and the coat will be 400 to 800 yuan.

"This year

In response, more than one industry insider said that although the price of autumn clothing rose by about 10% this year, it was smaller than that of last autumn's 10% to 20% increase.

There are differences in origin.

Clothing increased substantially last year, mainly due to clothing.

In fact, cotton prices hit a new high at the end of last year and the Spring Festival this year, and then went down all the way. From the end of 2 this year to August, cotton prices dropped by about 40%, and several of them fell below the national reserve price of 19800 yuan / ton.

However, this process takes time from cotton picking to spinning into cloth and then to the garment factory to process finished products. Now the autumn fabrics on the market are purchased in the first half of the year, and the cost is still high.

On the other hand, the cost of labor and pportation has increased over the past six months.

Mr. Liu, who has been engaged in clothing business for more than 20 years, told the author, "last year, hiring a waiter was also 1500 yuan / month, and now it has risen to 1800-2000 yuan / month."

Meanwhile, the cost of labor in garment factories is soaring.

The rise in labour costs has been offset to a certain extent.

Like sporting goods, down products also have strong demand for price rise.

The latest news, in September 7th, at the thirteenth Jiangsu international clothing festival, Bosideng, Yalu and many other enterprises were said to be affected by the rising cost of raw materials and manpower. The price of new clothing launched in the second half of the year will rise from last year to 10% to 20%.

Stock mire

In fact, not only autumn clothing, since the second half of last year, clothing prices have been "triumphantly advancing".

The increase of product prices directly stimulated the performance of brand clothing enterprises.

Publicly available data show that sales of clothing sector listed companies reached 40 billion 627 million yuan in the first half of the year, up 22.43% over the same period last year, and net profit attributable to parent companies was 3 billion 629 million yuan, up 49.12% over the same period last year.

In the first half of 2011, the United States has achieved a total revenue of 3 billion 792 million yuan, an increase of 49.31% over the first half of the year, and a net profit of about 376 million yuan, an increase of 833.06% over the same period last year.

Semir apparel achieved total revenue of 3 billion 9 million yuan in the first half of this year, an increase of 36.64% over the same period last year, and net profit of 437 million yuan, an increase of 29.12% over the same period last year.

However, the price increase is a double-edged sword, while stimulating the performance of garment enterprises, it also inhibits a certain degree of consumption desire.

Faced with the high price, some consumers cling to their pocketbooks.

According to the statistics of Shanghai apparel industry association, sales of clothing products in ten major shopping malls in Shanghai in May 2011 increased by 993 million yuan, up 21.1% over the same period last year. The average selling price was 508.5 yuan / piece (set), an increase of 26.5% over the same period last year, which sold 965 thousand pieces (sets), down 28.6% compared to the same period last year.

Among them, women's clothing accounted for about 1/3 of sales. In 2011, the total sales volume was 1 million 952 thousand (set) at the end of 5, representing a decrease of 88 thousand pieces (set) compared with the same period last year, a decrease of 4.3% compared with the same period last year.

The growth of the performance of clothing listed companies is due to the increase in prices rather than the increase in sales volume, and the reasons for the production and operation of enterprises themselves, the stock of some enterprises has risen sharply.

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In the case of Smith Barney clothing, its earnings show that the company's stock is increasing.

At the end of the first quarter of 2010, the inventory was 706 million, and it expanded sharply to 3 billion 162 million at the end of the first quarter of this year, an increase of 347.88% over the same period last year.

In this regard, Zhou Chengjian, chairman of the US bond company, said that for the sake of over optimistic sales expectations, Smith Barney increased the number of orders last year and placed orders in advance, so that a large number of spring and summer garments were delivered at the end of last year and early this year.

However, the surge in order reserves has happened to have a climate anomaly, which has affected the sales of products.

At the same time, the corresponding inventory handling channels did not form a scale, resulting in high inventory.

Lining, who is adjusting to the dealer, is also suffering from high inventory.

In 2010, Li Ning Co's inventory value was 806 million yuan, an increase of 27.5% over 2009.

In the first half of this year, due to the impact of inventory and other factors, Li Ning Co's revenue decreased by 4.8% compared with the same period last year, and its performance was overtaken by Anta, thereby losing the throne of domestic sporting goods.

China's trend in the first half of the year has not been as good as expected.

Among them, the report said that due to the serious backlog of retail channels, China's initiative to buy back inventory and reduce the wholesale volume, so that the first half of the company's consolidated income fell 45% over the same period.

At present, some garment enterprises are bogged down in the stock market. An insider told me that the stock of a sportswear enterprise in Fujian can sell for a whole year. The industry even has such a "joke": even though all the garment enterprises in China are now discontinued, the goods stored in the warehouse can at least sell for 3 years in the domestic clothing sales enterprises.

The seriousness of the problem of overstock in clothing industry is evident.

"If clothing companies earn money in inventory, they are not earning money. Clothing is the most valuable commodity."

Xia Guoxin, chairman of Shenzhen Ellassay Apparel Industrial Co, pointed out the danger of inventory to clothing enterprises.

A large backlog of products not only takes up the company's operating capital, but also costs manpower and material resources, and also increases the management cost and profit cost of the company, lengthen the turnover period of the product and reduce the overall profit of the company.

If selling at a low price simply hurts the brand, it will also hurt the confidence of the channel players.

"The company will sell at a lower discount in the form of a special store, which will be higher than the cost price and will not lead to loss of apparel."

Zhou Chengjian, chairman of Smith Baron apparel, said that the United States and its dealers will set up a special store to digest their stock.

It is understood that the sale channels of the United States are in the planned and controlled construction.

This is only an auxiliary way to digest inventory, and will not become a major means of dependence, in order to prevent the formation of a negative impact on the brand image.

Li Ning Co CEO Zhang Zhiyong also said that this year will invest 300 million yuan to recycle the inventory of dealers, and the amount used for inventory recycling next year will not exceed this year.

Zhang Zhiyong said that at present, Lining's factory store is running better, with an average monthly turnover of 400 thousand yuan per store, higher than that of Lining discount stores and brand stores, and the number of factory shops will increase to about 240 in the future, mainly dealing with inventory.

In fact, due to the fact that the inventory of garment enterprises has been born in last winter and the two quarter of spring and summer this year, clothing enterprises will mainly focus on the construction of inventory digestion channels in the second half of the year, and strive to basically solve the inventory problem in the first half of next year, Zhou Chengjian said.