The Clothing Industry Has High Inventory And Difficult Operation &Nbsp; It Wants To Borrow Online Shopping To Get Rid Of Difficulties.

* the critical point of the ratio of 4.5:1 to sink.

According to the current cost calculation, if the sales of clothing retail stores drop by 20%, basically the brand will disappear.

In contrast to the 2008 financial crisis, it is not only the foreign trade processing plant but also the garment distributors, authorized dealers and brand dealers.

At the beginning of the month, at the national business working conference, the Minister of Commerce Chen Deming released the new policy of "promoting domestic demand".

Among them, a very big hand is 2012, the Ministry of Commerce will promote the introduction of the "Regulations on online retail management", and formulate relevant regulations on the management of the third party network trading platform.

Those in

There is such a "laughable talk": even though all the garment enterprises in China are now discontinued, they are only the storehouses in the warehouse, which can at least sell the clothing sales enterprises in China for 3 years.

"High clothing inventory is an open secret in the industry."

Zhao Zhuo, who has been acting as a front-line sportswear brand for more than 10 years, told Nandu reporters that the inventory and sales ratio of the first tier brands is generally 6:1, whether Nike, ADI, or Lining or XTEP, and the sales of their retail outlets also declined by at least 10%, which is even worse than the 2008 financial crisis.

In the happy Spring Festival, the low mood still shrouded the clothing market.

After selling the brand of children's clothing sold by him, Yang tin got tens of thousands of trademark pfer fees, and getting the money also meant he was "washing his hands".

Like Yang tin, the factory closes and more and more SMEs are selling their brands.

Some smell sensitive "tail goods" dealers see business opportunities, set up "online clothing mall", and guide stakeholders on the chain to take the online shopping channel as the latest and largest battlefield of "going to stock".

Apparel industry began to accelerate its inventory

High inventory nightmare is spreading in the clothing industry.

The owner of a clothing factory in Guangzhou, a famous brand OEM for Nike and Adi, told Nandu reporters that the inventory backlog of clothing this autumn and winter has generally reached 60%.. "Not only China, but also the global market consumption is dim, and the political situation in the Middle East is also unstable.

Various factors led to a sharp reduction in orders, and even to be in arrears of more than two batches of the goods. Now many factories are dragged to death and are afraid to start. But our factory exported only 100 thousand garments to Dubai in the past year, and now it is also a dilemma.

Shi Lei, chairman of the world's largest clothing paper manufacturer, Shenzhen Lianbang star company, confirmed this statement. "Customers' paper orders generally fell by 40%. Now we all use cash payment.

There has been a collapse of shoe factories in Houjie, Dongguan. It is estimated that the large-scale closure of garment factories will soon come. "

Not long ago, Huang Guanqiu, director of the Dongguan foreign economic and Trade Bureau, disclosed publicly that in 1~10 month 2011, more than 450 foreign-funded enterprises were shut down in Dongguan, mainly with small and medium enterprises and small and micro enterprises, and the traditional industries, such as clothing and toys, accounted for the majority.

The atmosphere of tragedy continues to spread.

This is quite different from the financial crisis in 2008. "It's not just foreign trade factories that are going to be tough, but now they are also extending to clothing distributors, authorized dealers and brand dealers."

Zhao Zhuo, a more than 10 year old front-line sportswear brand, told reporters, "at the moment, whether Nike, ADI, or Lining or XTEP, the first tier brand dealers' sales ratio is generally up to 6:1, and under normal circumstances, when the ratio of Treasury to sales reaches 4.5:1, it is very difficult for clothing companies to get loans from banks."

Six months ago: sales were cold and cheerless.

The high level of clothing storage disaster was discovered six months ago.

Public results showed that as of September 30, 2011, Metersbonwe's inventory amounted to 2 billion 982 million yuan, accounting for more than 83%. of its net assets. As of June 30, 2011, the stock of XTEP was 887 million yuan, an increase of about 92%., while the stock of Li Ning Co in the first half of 2011 was 992 million yuan, while its inventory value at the end of 2010 was 806 million yuan.

Shi Lei told reporters that the annual sales volume of sports and leisure brands listed in China alone exceeded 130 billion yuan. According to cost price statistics, its bad stocks exceeded 15 billion yuan.

Unfortunately, the sales are far more than expected.

Zhao Zhuo told reporters, "according to the current cost calculation, if the sales of clothing retail single store fell by 20%, it basically meant that the brand went to Huang Quan.

Conservatively estimated that sales of clothing stores are generally down by 10%, and if their net sales can reach 3%, they will almost be able to reward the board for a good year.

The clothing business in department stores has not improved.

Monita November 2011 consumer industry research report shows that more than half of the department stores in China sold less than expected in October 2011. The completion index of Monita's grassroots research also dropped from -10% in September to -30%. while the famous American Chain Corporation Sears simply announced that it would close up to 120 Sears and Kmart Corp stores when considering its own performance and difficult economic environment.

"Indicating that global consumer confidence will continue to fall in 2012 and 2013."

Shi Lei said.

Can online shopping go stock?

Some smell sensitive "tail goods" dealers are looking at business opportunities from the market shock. The Baiyun District of Guangzhou Baiyun District has pformed into the "clothing exhibition trade city".

Zheng Jun, a dealer in the "tail cargo", told reporters that "changing the name" is only the first step in implementing the online shopping strategy. Then the forum will be held in the name of the exhibition city. The main purpose is to invite clothing brand dealers to attend, and then brainwash the branding business on the forum "either e-commerce or no business."

"The effect is obvious.

Now more and more brands are willing to supply directly to us. They have already taken the online shopping channel as the latest battlefield of "going to stock".

And we can also reduce the proportion of goods taken from the "two Hawker".

In this process, the big brands optimize the channel structure and provide the development space for the tail traders.

For example, Lining has been trying to integrate some small and inefficient dealers in the past two years to encourage distributors to absorb small distributors.

Zhou Chengjian, chairman of Smith Baron apparel, said recently that Smith Barney clothing and its dealers will digest their stock by opening up a special store.

Zheng Jun said that in the past, brand dealers would also worry about frequent promotions and discounts on online shopping channels, which would damage the brand image.

Now, we all put "go to stock" in the first place.

AI research recently released the 2011 China clothing online shopping industry research report shows that in 2011, the scale of China's apparel online shopping market will reach 204 billion 900 million yuan, while in 2011 the scale of China's clothing retail market is 14370 billion yuan, of which clothing online shopping scale is 204 billion 900 million yuan, online shopping penetration rate is 14.3%.. It is expected that by 2014, the penetration of Chinese clothing online shopping in the apparel retail market will increase to 23.6%.

The dissenting voice continued, "even if Taobao singles day, online shopping platform to engage in 50 percent off promotions, it may not continue to be effective.

Next, branding should continue to lower retail pricing.

Consumers will soon find that 50 percent off of the goods snapped up may be more expensive than the positive price. "

Shi Lei told reporters that the online shopping channel expanded the whole consumption cake, but it also expanded a little. The core problem still can not be effectively solved.

Viewpoint

The Ministry of Commerce will introduce new policies to promote domestic demand in the new year.

The market turbulence has attracted the attention of relevant departments.

At the beginning of the month, Chen Deming, Minister of Commerce, was releasing the new policy to promote domestic demand. The expansion of consumption policy mainly included three levels, namely, consumption ability, consumption environment and consumption policy.

Among them, the consumption environment and consumption policy are the key considerations of the Ministry of Commerce.

"The shopping malls we see are tens of thousands of suits, thousands of shirts, and very good OEM products in China."

Chen Deming suggested that the leading departments of Commerce in all provinces should attach great importance to the development of large scale shopping centers.

In the Ministry of Commerce's work report, in 2012, the Ministry of Commerce would organize activities such as "famous products entering famous stores" and "featured commodity collections", and encouraged all localities to set up brand product exhibition centers.

Another big handwriting is that in 2012, the Ministry of Commerce will promote the introduction of the regulations on online retail management, and formulate relevant regulations on the management of the third party network trading platform.