Warm Winter Or Shoe Industry "Cold Winter"

"In the middle of November, the" northern ice city "Harbin should have been frozen, but this year the weather is surprisingly warm. Chen Xiangjiang, general agent of Heilongjiang, China, is very puzzled.

Reporter from several

People's impulse to buy shoes has nothing to do with the temperature.

(Zhang Jiuqiang / photo)

"In the middle of November, the" northern ice city "Harbin should have been frozen, but this year the weather is surprisingly warm. Chen Xiangjiang, general agent of Heilongjiang, China, is very puzzled.

Coincidentally, reporters learned from several local shoe manufacturers that dealers in Urumqi, Shenyang, Xi'an, Taiyuan, Changchun and other places complained to headquarters that the temperature was abnormal this year, affecting the sales of winter products.

Meteorological experts said that China has 30 years of a cycle of cold and warm alternation. At present, China is in a warmer cycle, and the temperature is higher than that of the same period.

And for the "shoe industry" footwear industry, this warm winter will undoubtedly allow enterprises and agents to enter the "cold winter".

Sales reduced by 30%

"This year's sales have been relatively weak, coupled with the temperature has been hot, the overall performance of the recession."

Chen Xiangjiang told reporters that compared with previous years, the warm winter this year reduced sales by more than 30%, and for the Northeast market, the current sales of shoes in winter have been basically settled. Even if the weather turns cold in the future, sales will hardly be much improved.

"The recent temperature in Ji'nan is around 10 degrees Celsius, and there is no sense of winter coming, so the sales of our winter shoes have not basically started yet."

Ke Xiaohu, head of sales in Ji'nan ABC children's shoes, seems to see that the high temperature has reduced the urgency of parents buying cold cotton shoes for children, which has a significant retardation effect on terminal sales.

Reporters learned from several enterprises' ERP backstage systems that this year's total sales figures for shoes and shoes in autumn and winter have declined by 20%-30% compared with the same period last year.

Sharp decline in orders

"Last year, the bottom of cotton shoes was still delivered in December, and there was basically no order at the beginning of November this year."

Hua Ming, director of production of UCC snow boots and shoe materials, told reporters that because some shoe materials business was aimed at small and medium-sized shoe making enterprises, dealers did not dare to purchase large quantities of shoes, and shoes factories did not dare to make full effort. The weakness of the sales market was quickly pmitted to shoe material suppliers through small shoe factories.

"At this time last year, we pushed the new orders coming from customers. This year's situation is that the orders placed before customers are temporarily returned."

Mr. Lin, the boss of a shoe factory in Jinjiang, told reporters reluctantly.

Due to lack of orders, Mr. Lin's factory is under construction. He is discussing with other enterprises about "factory".

According to the insiders, as small businesses usually take wholesale channels, and wholesale traders usually sell batches of orders in batches during the sales cycle, the impact of this year's warm winter phenomenon on enterprises is less and less orders and smaller orders.

Ordering next year

It is also understood that, in general, manufacturers will arrange production plans according to the order. Many enterprises have sent all the goods in winter before the winter has arrived. Therefore, the direct impact of warm winter on manufacturers is not large in the near future.

"But for relatively disadvantaged enterprises, the sales decline of agents will immediately affect the reflux of loans and the next season's orders."

Chen Guiyuan, assistant general manager of the outdoor group, told reporters.

"Abnormal weather is not only affecting sales, but also entangled in the fact that we are even disrupting the distribution cycle."

Mr. Liu, the agent of a local sports shoe brand in Nanjing, told reporters that the previous "warm autumn" directly led to the fall of the autumn shoe sales cycle, and the current "warm winter" also made the winter shoes not sold, the agent could only harden the scalp, and "blocked" the unsold autumn shoes "plug" in the terminal stores, and let the winter shoes "idle" in the channel from the general company to the terminal store.

"If these shoes are on sale, if they fail to be sold as scheduled, they will become inventories once the season changes. Once the inventory is generated, a lot of money will be left behind, which will not only affect the return of the money to the head office, but also affect the order next year."

Chen Xiangjiang told reporters.