Shoes And Clothing Electricity Providers "Look At The Day To Eat" Abnormal Climate Results In Poor Sales Of Shoes And Clothing.

The economic circle has a "Delphi law of Meteorology": the input-output ratio of the weather is 1:98, that is, the enterprise invested 1 yuan in the meteorological information, which can obtain the economic return of 98 yuan.

With the change of temperature of 1 degree C, the sales volume of products may change dramatically.

This classical principle has also been

Constant verification: according to media reports, last year, the inventory of all customers was serious, reaching 1 billion 445 million yuan.

It is understood that, in addition to the "dead stock" of mops and rice cookers caused by the mistakes in the decision-making level and the excessive expansion of the category, the abnormal climate in winter has also reduced the desire of consumers to purchase.

Some offline brand clothing retailers are also having a hard time: according to local media in Ji'nan, due to the warm winter, the UCC snowshoe brands in Ji'nan market orders fell sharply, sales fell more than 30%.

A February 2012 report on the textile and apparel industry of CITIC Securities pointed out that due to the influence of warm winter and cold spring, 2012, the growth rate of retail sales of textile and apparel industry in the first quarter will slow down to 15%, and the second quarter is expected to increase to 20%.

From the meteorological data, last winter is not warm, but there are some anomalies: taking Beijing as an example, from December 2011 to March this year, the average temperature in winter is -3.2 degrees C, which is lower than the mean -2.3 degree C, which belongs to the "cold winter" in meteorology category.

But the winter day is November 9th, more than 10 days later than in the past, and the winter is shorter. The snowfall is only 2.5 millimeters, less than 7 over the previous years.

This abnormal climate began in the winter of 2010 and became an important factor affecting the inventory of garment enterprises: the American state clothing last year showed that its inventory grew 220% to 2 billion 890 million yuan over the same period last year.

Zhou Chengjian, chairman of Smith barrack, blamed the high storage on the short winter of 2010, and the 2011 spring came early, and sales were affected.

In a research report of CICC, warm winter is also an important reason for the backlog of US state goods.

The main reason for the business of "shoe watching" is that the supply chain reaction is lagging behind.

It is understood that the brand clothing companies often have to advance two or three quarters, to the factory order, and then complete the design, production, pportation and terminal distribution of a series of processes, the climate and temperature of the temporary strain capacity is poor; the electricity supplier company reaction is relatively fast, generally also two or three months, if suddenly warm winter and cold spring, it is easy to encounter inventory backlog or out of stock situation.