Look At The Development Trend Of Apparel Retailing Industry

Sales losses in the first quarter will increase by 3 months.

according to

Statistics show that in the first quarter of 2012, the total retail sales of consumer goods in the whole country amounted to 49319 billion yuan, up by 14.8% compared with nominal growth (10.9% in real terms after deducting price factors).

Among them, the retail sales of Enterprises above Designated Size (unit) amounted to 22921 billion yuan, an increase of 15.6% over the previous year, and the retail sales of clothing commodities increased by 240 billion 900 million yuan, an increase of 14.6% over the same period last year, accounting for 10.51% of the total retail sales of Enterprises above designated size.

The growth rate of clothing retail sales in January and February was once "worrying", which was lower than that of the total retail sales of consumer goods. Although the domestic demand of clothing was constrained by the relatively low domestic demand trend, the decline of clothing consumption in 1~2 could be basically attributed to seasonal factors. First, it was the early spring festival, followed by the cold season before the Spring Festival and the cold spell after the Spring Festival, which inhibited the consumption of two seasons in winter and spring.

In March and April, the monthly consumption growth rate exceeded 19%, and the sales volume exceeded the total retail sales of consumer goods by about 5 percentage points in a single month. It can be said that the growth rate of clothing consumption has gradually returned to normal, but the sales volume in the Spring Festival season always accounts for a relatively high proportion of the total annual sales volume. The loss of sales in this quarter may take more than 3 months to make up for it.

According to the sales data of 3000 retail enterprises monitored by the Ministry of Commerce, the consumption of clothing and clothing grew slowly in the first quarter of 2012, and the sales volume of large retail enterprises increased by 8.53% in 1~3 months.

Large retail sales and clothing retail sales trend consistent

according to

Statistics show that in the first quarter of 2012, the major retail enterprises in the country achieved an increase of 8.53% in clothing retail sales year-on-year, and the growth rate was 16.82 percentage points lower than that in the same period in 2011.

From the perspective of clothing sales in March, sales grew faster than in 1~2, retail sales increased by 14.45%, and retail sales of all kinds of clothing increased by 1.12% over the same period last year.

The consumption situation of large retail channels is basically the same as that of clothing retail sales.

The reverse trend between PPI and CPI will not last long.

According to the National Bureau of statistics, the clothing price index rose to 103.4 in 1~3, and the clothing consumer price index rose to 103.6. In March, clothing prices increased by 3.8% in one month.

In March, the producer price of clothing manufacturers increased by 2.6% in the same month.

Compared with February's year-on-year rise of 3.1%, it has dropped.

The reverse trend of PPI and CPI can not last for a long time, and we have reason to believe that the possibility of PPI returning to CPI's rising road is very small. We can see that the rise of CPI has been suppressed.

The deeper the domestic demand is, the faster the industry will change.

The "domestic demand dividends" that have accumulated for many years will soon be released.

First of all, the people have gradually approached the changing order of consumption habits. Secondly, the acceleration of urbanization and the increase of population flow caused by accelerated urbanization in rural areas will bring huge consumption potential. Third, after 80 or even 90% of the new trend of thought is gradually becoming the dominant consumer market, it is bound to change the consumption pattern and pattern. Fourth, China has become faster than expected, and the opening of the market will inevitably drive the progress of the market.

The advantages are greater than the disadvantages. Any highly market-oriented industry will not die faster with the deepening of opening up, but the faster the pformation and development, the better.

When the "domestic demand dividend" is released, there will be many brands being overturned by this flood of different past. After all, China's brand development has just started, excluding some "Chinese time-honored brands", and the most senior brand in the clothing industry is probably still in its infancy.

"Inventory vortex" see brand strategy childish

In 2011, the overwhelming majority of brands were plunged into the "inventory vortex". Digging the root of this inventory crisis, we could see the naive nature of China's clothing brand.

The lack of brand development strategy and arbitrarily are the common faults of Chinese clothing brands. The most direct expression is the random price increase in 2011.

"Cotton", which is far away from the terminal and accounts for relatively low cost of finished products, will come to the retail terminal price up to 20%. This "short-sighted behavior" is just like suicide for many vulnerable brands in the market.

The lack of market analysis and prediction is the second common problem.

Market forecasting is short of means and experience. Of course, experience is often more effective than technical means. Unfortunately, experienced people are really rare, and the dependence of enterprises on "experience" has reached an irreplaceable level.

The lack of market resilience is the third common problem.

Resilience comes from the scientific and effective operation mode, the application of technology, the scale, the relationship with suppliers and customers, the quality and efficiency of people, etc.

Some enterprises call themselves "fast brands", but they are not fast enough to operate, or the cost of "fast" is very high.

The probability of consumers buying satisfactory products decreases.

Stimulating domestic demand has little effect, aside from the social security system emphasized by the economic school, and looking at people who have no worries, they have incredible consumer demand, but are blocked by a solid dam and difficult to plate into real demand because they can not get the right goods at the right place at the right place.

The rise of China's supermarket industry has changed the consumption habits of urban residents. When the product, the place of sale and the consumers have formed a virtuous circle, their mutual motivating role has been continuously strengthened.

However, the process that clothing products arrive at the sales place and then passed to consumers is full of contradictions and problems. The cost of business is high, the logistics is not smooth, and the prices of commodities are unthinkable. The frequency and probability of consumers getting more and more mature goods do not seem to increase.