Faced With The Control Of Inventory, Wenzhou Clothing Ahead Of Schedule Countermeasures

"Clothing inventory digestion war 2012"

"How much is inventory?" "zero."

When returned, a franchisee replied with excitement.

This is heard by Zhou Zhihong, vice president of the group and the general manager of Keke tree business department.

In 2012, the clothing industry was in the voice of "stock is generally too much and sales pressure is increasing". Wenzhou clothing brand enterprises hope to ride out the cold winter steadily through reducing series of growth expectations, improving terminal control and implementing customized services.

"In the first half of this year, the stock of Keke tree was about 10%, compared with 20% in the same period last year.

70% of the franchisees have increased sales in varying degrees.

Some terminal stores will achieve zero inventory after return.

Recently, the reporter heard such a good voice in Keke tree.

Last year, Kee tree officially changed its way from the original head office to the franchisee, and the franchisee returned from the original 100% to become the 10% replacement today.

In order to reduce the inventory pressure of franchisees and improve effective orders, the company strengthened its orders and terminal control training for franchisees in 2010. The annual training budget increased by about 600000 yuan.

At the same time, the company's marketing team has increased the intensity of inspections to adjust the terminal.

It is reported that so far this year, there are more than 1000 stores in the country. The sales department has visited more than 730 stores, and the travel expenses have increased by more than 100%.

"Each store adds 5 stocks, and 1000 stores increase 5000 stocks."

Zhou Zhihong thinks, like long dragon tail, the head of Brand Company put a pendulum lightly. The tail of the more than 1000 shops may be thrown far away, and the data will be distorted.

Therefore, from each terminal store, the correction and adjustment will be faster and more realistic.

In fact, after so many years, Wenzhou's clothing brands like wedding bird and Jordan have increased their training of terminal agents and strengthened their control over the terminal so as to control inventory effectively.

Initiative to reduce growth expectations

"The market demand in the second half of this year may continue to be weak. Now it is adjusting the winter order as much as possible, even if the winter clothes are removed from the car, it will be stronger than being put into stock."

Recently, an urban enterprise manager said.

This year's market demand is far lower than the company's expectations. The order plan that had been completed last year can be lowered as much as possible.

Last year, Zhou Zhihong set the brand growth rate at 30%, when many people did not approve of such a "empty look" attitude. But today, it seems to be fortunate.

Zhejiang red, yellow and blue costumes Limited by Share Ltd relevant responsible person also admitted that in the first half of the year, the company consciously adjusted the order plan in the second half of this year, such a magnitude of adjustment has never been seen in previous years.

In addition, in terms of investment, companies are more cautious about choosing new shops.

"The situation in the second half of this year will be even more serious."

Has become a lot of

Enterprise consensus.

Zhejiang Austrian nears Fashion Co., Ltd. has launched this year's volume customized sales method, in addition to catering to the needs of personalized consumption and services in the market, it also facilitates more effective control of inventory.

Slow down a bit slower.

Last year, the British style brand named "lilt" officially launched its operation. After a series of preparatory preparations, the new brand's investment promotion meeting was very successful. When Wu Zhize's team was ready to do a big job, the group chairman, however, poured cold water on them: slowing down the pace and not spreading it too quickly.

Ruian foreign trade Clothing Co., Ltd., Wenzhou strong Clothing Co., Ltd. launched the domestic clothing brand "IGO" last year. At present, there are 8 clothing integration stores in Hangzhou, Nanjing, Shanghai and other places.

Although he has made enough preparations for the brand, Li Huaiye has decided to slow down.

Red, yellow and blue brand new children's wear brand FAN&FAN (Christine Fan), so far only opened 3 stores.

Pepe Bea Bea, chairman of Zhejiang Clothing Co., Ltd., Huang Shiyi, also called "slow" for the development of Italy's high-end children's clothing brand.

In the current part of the new brands in Wenzhou, people are not looking at the drastic measures of the 90s of last century but slowly carving.

At present, the management mode of many garment enterprises in Wenzhou is pforming from extensive to meticulous.

Some enterprises believe that at present, problems such as excessive brand expansion and other long-standing problems have been gradually exposed. High inventory is one of them. This is also the general situation of the domestic garment industry. It will directly affect the healthy development of brands and even enterprises.

Therefore, the whole industry needs to "slow down a bit slower".