Present Situation And Outlet Of Shoes And Clothing Enterprise Inventory Problem

Shoes and clothing enterprises, especially casual footwear enterprises are encountering more and more prominent.

Status quo

Shoes and clothing industry, especially casual shoes, due to large-scale expansion and extensive production in previous years, the stock has become more and more, coupled with a large number of first-line brands to digest inventory, resulting in the reduction of domestic shoe factory orders. Meanwhile, the two or three line brand shoes and clothing market has been squeezed by the release of first-line brand inventory, resulting in the majority of domestic brand enterprises' sales volume being affected, increasing inventories, although the stock is not the same, but how to digest existing inventory and maintain normal product renewal has become an urgent issue for enterprises to consider in production and operation.

"The clothes are stacked up to the ceiling."

Yesterday, reporters in Buffalo clothing wholesale city interview, a shopkeeper's words worried.

The shopkeeper named Lee mainly made men's casual wear, and the winter and spring clothing in the shop was hung with a large "men's special" brand.

According to Ms. Li, from the second half of last year, the goods have been moving slowly, and the amount of goods they receive at a time has been reduced.

"In the past, my customers in Shijiazhuang and Northeast China came to pick a version once a month, but now they have come for a long time, and the goods are not ready to sell."

In another woman's shop, the salesperson pointed to the clothes stacked in the corner and told the reporter, "clothes are not worth 10 yuan, and why are they out of date?"

Reporters interviewed found that there is a backlog of inventory, mainly for the domestic market casual shoes and domestic brand OEM enterprises.

According to press reports, there are indeed some small and medium enterprises affected by the current downturn in the domestic footwear industry. Those who are only a small number of brand foundry companies will surely be dealt a fatal blow if the brand customer orders are out of order.

In recent years, some domestic cities have found that the phenomenon of overstock in brand enterprises is widespread, and because of the high cost, enterprises have to reduce and deal with inventory to cope with the tight capital chain.

Way out

Zhongshan Xia he Trade Clothing Co., Ltd. mainly produces and sells "pure child denim". At the end of last year, the company opened more than 800 stores in 22 provinces of China. According to Mr. Ho, director of the company, taking into account the positioning of products, the company is mainly for second tier cities. It is estimated that the size of 1000 stores will be formed in the whole country by the end of 2012, and will focus on developing the market in the north and Yunnan, Guizhou and Sichuan.

The expansion of channel size, whether there is stock pressure on pure Cowboy? Mr. Ho said that the inventory pressure of pure cowboy was relatively small, mainly due to the precise sale of the company.

Because Mr. ho himself is a marketing person, so he is very good at jeans.

According to the reporter, pure child cowboy has more than 800 stores in the whole country, but it has a set of management system for its management.

If joined in the brand, Xia he trade will send a special sales manager from the company to the daily management of the franchised stores to ensure that the image and operation mode of "pure child Cowboy" are unified. As at the end of last year, there were more than 3000 sales managers nationwide.

This management of terminal sales also allows Xia he trade to quickly understand the market demand and respond and achieve the goal of selling products, which is the precise sale of Mr. ho in his company.

In the past, "pure child Cowboy" was mainly located in the working group. After several years of independent brand operation, it is now moving towards the high-end.

The company has more than 100 R & D teams. The company is working with Zhongshan Institute and Zhongshan Polytechnic to design products that are more close to the market.

In order to deal with this market change, Xia Hu family has turned its product development to the main business and leisure industry, and has established a store alliance with other two or three line brands to cooperate in marketing.

Guo Changqi also innovated the workshop management and R & D design mode. He subcontracted the production line to the workshop staff, mainly the team leader who worked for many years in the enterprise, and shared the difficulties in manufacturing and other aspects such as cost and recruitment.

The R & D design contract mode solves the problem of product disconnection with the market. R & D and design of new products designed by the contractor team will only get the design fees only after market recognition and marketing results are achieved.

Most domestic shoe and clothing enterprises are mostly OEM brand foundry or have foundry experience. The production capacity and product quality of the enterprise are not a problem. If we can make good use of the new marketing means of e-commerce, we can directly face the consumers, which will not only improve the profits of enterprises, but also help to reduce the inventory pressure directly.

Fast fashion

Speaking of "fast fashion", it is easy for people to think of the international brand ZARA. The way to win is to get the goods in a fast, fair price and keep up with the fashion trend.

It takes a variety of "small amount" mode, ultra fast production and distribution process so that the style is updated quickly, so as to attract customers to patronize.

In fact, do not say ZARA, in some domestic network original brand is also gone.