Clothing Industry: From Extensive To Meticulous Pfer, Brand Expansion Is Obviously Too Fast.

The reporter learned from the Qing Branch research center.

The business model is shifting from extensive to meticulous pfer, and over time brand expansion and other long-standing problems gradually exposed. High inventory phenomenon has emerged in many enterprises, which has affected the cash flow of enterprises and even led to the fragmentation of enterprise capital chain.

Wang Yixuan, an analyst at Ching Ke research center, pointed out that although extensive production has accumulated a lot of production capital for Chinese clothing enterprises in the past, it has resulted in the enlargement of demand and subdivision of product categories.

Unclear and many other problems.

"At present, the phenomenon of high inventory has been revealed in different clothing fields. The high inventory of Lining, Metersbonwe and Hai Lan home is particularly prominent."

According to introduction, from the financial data provided by enterprises in 2011, Lining's inventory amounted to 1 billion 130 million yuan, accounting for 15.5% of total assets. Metersbonwe's inventory was about 2 billion 550 million yuan, accounting for 29.8% of total assets; Hai Lan's inventory amounted to about 3 billion 860 million yuan, accounting for 56.82% of total assets.

Moreover, the number of stocks of seven wolves (24.95, -0.42, -1.66%), nine Mu Wang (25.10, -0.19, -0.75%), Semir and other brands is also high.

Wang Yixuan said that some clothing companies have taken measures to control the accuracy of demand and deal with the remaining inventory in multiple channels to curb the continuous occurrence of high inventory. For example, the fourth quarter order meeting released by Lining in 2012 showed that the order amount and order volume had a 20% decline. Metersbonwe started the sale of discount stores and the promotion of Internet sales from 2011.

"These measures can solve the urgent need of the enterprise, but it is not a long-term development strategy."

According to the analysis of the Qing Research Center, China's clothing enterprises generally use the "brand business agent retailers" in the sales channels.

Agents often order more goods for goods to be discontinued, and brands also store more commodities for replenishment. This "false appearance" of double demand increases the pressure on inventory.

In addition, the lack of information technology in the supply chain links makes the resource sharing and reaction speed of supply chain far insufficient.

Analysts recommend that enterprises build advanced supply chain information systems to achieve effective management of the entire supply chain, such as EPR management system can help enterprises to integrate information.

After the development of enterprises to a certain scale, we can consider building software R & D departments to improve the informatization process.