Shoes And Clothing Brands Fall Into "High Inventory" Enterprises To Implement Multi-Channel Sales

Following Lining, Metersbonwe, fan Ke Cheng, Hai Lan home and other shoes and clothing brands have been exposed. High inventory After volume, high inventory is already a problem that the shoe and clothing industry can not ignore.

　　 Inventory pressure troubles enterprise development

In the ten years of rapid growth of gold, the increasing number of local sports brand stores has brought capital accumulation, and also brought a lot of inventory. The "stock door" appeared in brand enterprises has been released as a signal of the slowdown in the industry.

In the first quarter of 2012, the price of US bond apparel was 2 billion 300 million yuan, with a turnover of 2 billion 600 million yuan, accounting for more than 88% of the total revenue. Previously, in Anta, XTEP, etc. Quanzhou In the 2011 earnings report of listed footwear companies, "high inventory" has also become a puzzle for enterprises.

According to the annual report released by Anta, until December 31, 2011, the total stock of Anta was 618 million yuan, an increase of 36.1% compared with 454 million yuan in 2010. At the same time, the inventory cycle of the company increased by two days to 38 days compared with 36 days in previous years. In addition, Anta extended the collection period from 19 days to 26 days in order to support distributors.

In the first half of 2011, Lining's inventory amounted to 992 million yuan, an increase of 186 million yuan compared with the beginning of 2011. According to the data forecast, Lining group may need to repurchase about 1 billion 500 million yuan inventory in the next few years. In addition, XTEP's semi annual report 2011 revealed that the stock amount reached 887 million yuan, an increase of about 92% over the same period, and the average inventory turnover days rose from 46 days to 81 days.

It is understood that inventory in the industry is a very normal phenomenon, generally speaking, 10%-20%'s inventory is regarded as a safe stock, which is also within the controllable range of most enterprises. However, more data show that most of the current Shoes and clothing Enterprise inventory backlog index has been significantly higher than this figure. "Even after the manufacturers do not produce them, they will be able to provide 3 years of sales in the domestic market." Shishi, a clothing company brand leader said.

　 Adjusting strategy to find solutions

In order to get rid of the nightmare of high inventory, the shoe and clothing brand is not only a traditional discount sales promotion mode, but now more and more enterprises are actively promoting the reform of the channel system and optimizing the channel.

On the cooperation of distribution mode, shoes and clothing brands explore a more scientific and reasonable mode. "For example, we continue to study the cycle from product development to supply and goods listing, hoping to shorten it in a more scientific cycle. In this way, we will be more in line with the prediction of the trend of fashion and the control of market sales, and we can also provide better data support for us. Yang Ziming, chairman of CABBEEN fashion (China) Co., said.

It is reported that Lining invested about 300 million yuan in the past year to recycle inventory. As a way to clear goods, Lining's "factory store" is also playing a role. The average monthly water per shop has reached 400 thousand yuan, higher than that of discount stores and brand stores.

"This attempt is a supplement to brand monopoly. Through the sinking of channels, factories and community stores are opened in some areas; the other is through online sales, the establishment of specialized team operation online sales; the increase of group buying agencies, and the increase in group buying activities with more employees in many enterprises, and the realization of inventory digestion through multi-channel sales. " A brand leader of a listed company in Jinjiang said.

According to the insiders, multi-channel marketing will make the brand more popular and meet the needs of consumers of various purchasing power. While releasing the pressure of enterprise inventory, it will also expand consumer groups, and will add new vitality to the footwear industry.