China'S Fast Fashion Is Lagging Behind, And It Can Not Be Compared With ZARA, Which Is Still Suffering From High Inventory Crisis.

What is the urgent problem for garment enterprises in 2012? Ten people will tell you that nine are high inventories.

If we use this question to ask some fast fashion brands in China, I believe ten people will answer ten questions.

Indeed, due to the recession of last year's economic environment, many garment enterprises have high inventory problems, among which fast fashion enterprises are more firmly bound by them.

Recently, the media frequently reported that Metersbonwe, a casual wear brand, is suffering.

In the news of the crisis, inventory accounts for nearly half of the current assets in 2011, which has become the main reason for its continuing operation.

At the end of 2011, the company's inventory was 3 billion 863 million yuan, accounting for 56.82% of the total liquidity.

The electricity supplier clothing enterprises also cannot escape this robbery, founded in 2007, because of the continuous introduction of new products, marketing is not in place, resulting in an increase in inventory.

According to the statistics of Samsung Research Institute, as of September 30, 2011, the total inventory of van guest is as high as 1 billion 445 million yuan.

It seems that domestic fast fashion enterprises are not going smoothly on the road of fast fashion.

And many people see it as "

ZARA, the initiator, is still interpreting the "fast fashion" with the actual situation.

Actually, any one.

Imitators all know that keeping low inventory in fast supply chain is the foundation of quick fashion profit.

The fast fashion mode created by ZARA is the most favorite target of Chinese garment enterprises in recent years. However, many domestic garment enterprises find themselves tired by "fast" and slow down because of "fast".

Metersbonwe has been seen as China's fastest fashion company closest to ZARA.

In order to understand the operation mode of ZARA, founder Zhou Chengjian also gave some orders to ZARA's foundry in China, and went to these factories to understand the whole operation process in detail.

However, inventory is still the biggest burden of US state, and for the fashion industry, inventory means loss.

Because in the clothing industry, these clothes in the warehouse every day for a day means depreciation.

In February 29th, CICC released a research report, which indicated that the turnover rate of apparel in America was improving by quarter, but the absolute amount of stock remained high. In 2012, it was still facing the pressure of clear inventory.

Another public business enterprise, ZARA, has been studying the buying mode of ZARA and other internationally renowned fast fashion brands. The so-called buyer mode is to collect popular information and understand consumer demand in the retail market, and follow the fashion with the fastest response.

Van collects the popular costumes and elements on the market, plus the designer's minor changes, and then quickly takes the design template to the factory to process.

"Buyer mode allows ZARA imitators to learn widely, but few people learn about supply chain time management and inventory management."

Zhang Dazhi, senior consultant of management consulting in China's garment industry, said.

Is ZARA still plagued by inventory?

In fact, "fast fashion" mainly includes three aspects, that is, the delivery time is fast, the price is fair and the fashion trend is closely followed.

Consumers' demand for fashion is far less than their psychological needs. Fashion involves satisfying consumers' psychological appeals, such as aesthetic experience, self actualization, and so on.

In the fashion innovation mode, the general companies participate in the whole process or join in the latter half.

ZARA is just the opposite. His product design began to achieve small-scale production at the early stage of launch, and then achieved rapid production, rapid sales and rapid exit in the next early stage of leadership.

The industry can see clearly, but industry experts say that it is mainly based on the following three aspects: fast production and distribution, close to the market and efficient commodity planning system.

First of all, the average ZARA product is only 14 days from design to store entry.

Every day, according to the new order, the most fashionable fabric is delivered to the terminal plant on time, ensuring the overall time requirement.

The ultra fast production and distribution process makes the style update faster, adds freshness and attracts consumers to keep patronizing.

Secondly, ZARA headquarters has a fast and pparent channel to master market information.

For example, the stores distributed around the world, they can directly feedback the opinions and ideas of customers in the sales process to the headquarters, and also design teams. They also take the fashion trend information captured in different places for the first time to feedback.

So close to the market mechanism will undoubtedly make ZARA's clothing always in the forefront of fashion.

The third is the efficient planning system, which is the buyer's model.

ZARA is not fully designed and developed, but more inspired by other fashion brands' conferences.

But domestic clothing is also imitated, but little success is due to the lack of accumulation of goods and related frameworks.

In short, the current inventory problem of domestic clothing brands can not be denied that there are sudden factors, but the deeper reason is structure and mode. It is probably one of the solutions to draw lessons from ZARA's "small batch, quick turnover and hot pursuit fashion".

In the new round of industrial upgrading and pformation, the garment industry will continue to face a great impact. It is believed that the survival of enterprises is truly "close to customer needs, leading fashion and providing products in a shorter time".