Going Stock Has Become A More Important Topic For Shoe Manufacturers This Year.

Like other clothing and footwear industries, high inventories have become

Recently, Saturday, BELLE international,

In order to alleviate this pressure, the shoe companies are trying to tighten up their internal control and marketing efforts while walking between shops and stores, including BELLE.

However, it is hard to say whether these methods can achieve satisfactory results.

"At present, the industry's high inventory is because women's shoes enterprises lack sufficient brand appeal and blind shop to cause overcapacity."

Zhu Qinghua, a light industry researcher at CIC, told reporters that only when we do a good job in brand and quality, can we set up a reasonable shop opening speed to solve the problem of increasing inventory and declining profits in essence.

In 2011, revenue was 1 billion 348 million yuan on Saturday, an increase of 17.9% over the same period last year, but net profit attributable to shareholders of listed companies decreased by 0.85% to 99 million yuan over the same period.

In addition, net stock grew by 39.43% to 799 million yuan, accounting for 42.51% in one year and 27.45% in one to two years.

The total inventory turnover days reached 353 days, an increase of 43 days compared with 2010.

BELLE's 2011 results also showed that the final inventory increased by 34.1% from the end of last year, from 4 billion 859 million yuan to 6 billion 517 million yuan.

Daphne's stock rose from HK $1 billion 84 million to HK $2 billion 59 million.

BELLE said in its announcement that the inventory was too high because the Spring Festival in 2012 was 10 days ahead of 2011, and the peak sales season was ahead of schedule. The company must prepare the stock ahead of time, so the stock amount reached a relatively high level at the end of December last year.

In addition, sales growth slowed down in the fourth quarter of last year, while sales in the same store were lower than expected.

"In order to expand sales channels and increase performance, women's shoes enterprises expand their stores on a large scale, resulting in an increase in inventories."

Zhu Qinghua said, but if the store opens one or two years later, still can not see the passenger flow has the improvement trend, the enterprise will choose to close some low efficiency shops, and the store switch and fierce competition in the women's shoes market has caused women's shoes enterprises to increase inventories.

Data also showed that Daphne expanded its sales network to 6165 retail outlets last year, up 966 from 5199 retail stores in the same period last year.

Wang Fenghua, a researcher at Hongyuan securities, also pointed out that in 2011, about 300 new stores were opened on Saturday, but some of the old stores did not operate well and closed more than 100.

That is to say, when opening 3 new stores, at least 1 old stores will be closed on Saturday, and the effect of opening stores is not in line with expectations.

De inventory

Today, going to stock has become a more important topic for shoe manufacturers this year.

Reporters visited a number of shopping malls in Guangzhou also found that this year, the discount rate of women's shoes is much higher than last year, some brands have also expanded the scope of activities involved in shopping malls.

Discount, promotion and sale will be the most direct way for many shoe companies to choose their stocks.

"In the past, shoe companies generally held only two orders in spring and autumn, but now some enterprises do it quarterly."

This is not only the case, but also the company's Direct stores have launched various promotional activities to reduce store inventory directly.

The development of retail channels is still the focus of shoe enterprises to attack the inventory method.

In addition to traditional store sales, many shoe companies including BELLE are also ready to increase investment in e-commerce channels.

Many businesses have also slowed the expansion of stores.

For example, Daphne's plan is to open about 700 new stores this year, but this is less than the total number of stores actually increased last year.

"These ways can reduce inventory to a certain extent, but the effect may not be obvious."

Zhu Qinghua said that in 2006, the total consumption of China's women's shoes market was 6 billion pairs, and the total consumption of the market reached 210 billion yuan, and then increased rapidly at 12% annually.

In 2010, the total consumption of women's shoes exceeded 8 billion pairs, with a total market volume of up to 300 billion yuan. This shows that China's women's shoes market has a very large market space and development prospects.

Enterprises should spend more time and energy in understanding customer needs and improving product quality.