Low Demand For Clothing Market, Low Discount Into A Common Phenomenon

"37 centigrade high temperature, buy down clothes, really crazy."

MiuMiu, who has been used to shopping online, sweats on the side. He complains to reporters with excitement. He has not visited the special field for a long time. It is cheap. He simply can't afford hold. He spent more than 800 yuan in 1 hours.

A similar scene has been staged in Guangzhou recently.

In September 7th, Guangzhou Wangfujing's membership was 62% off, and clothing and women's shoes were mostly limited to 70 percent off.

On the same day, the Guangzhou Friendship Store held a Thanksgiving Carnival (3.8).

This year's mainstream, resource-based Wangfujing and Guangzhou friendship have produced 62% off clear goods, which reveals unusual signs.

At the end of last year, the economic downturn, although the sales decline was covered by new year's day and Spring Festival nodes, but now, through the first quarter of 2012, the two quarter of the weak consumption, its lagging inventory impact began in garment enterprises.

In September 7th, Guangzhou Wangfujing and Guangzhou friendship store had a big discount, which contributed a small upsurge to Guangzhou traffic.

On the same day, reporters at 7 p.m. in the ring road to see, the long car dragon densely filled with more than two lanes, the road has become a parking lot.

In order to cope with the "sweeping" traffic flow, traffic police departments specially built a driveway to enter the gold rush road.

But even so, traffic congestion is still serious.

"There are too many people. Our car stopped at Tianhe and came by subway."

A consumer told reporters in the south.

Until 11 in the evening, Guangzhou friendship Ring Road shop still crowded.

Although merchants specially set up areas for the cash register and add manpower, the queuing dragon at the cash register remained at around 10-20 people.

"Most of the previous season promotions were organized by department stores, but this year, clothing brands spontaneously led to price cuts."

Guang Bai shares [8.32 0.12% shares bar Research Report] a person in the market department told reporters that these promotions no longer cover up "how much to buy", but simply cut prices directly.

Reporter survey found that compared with the past two times a year of 50 percent off promotions, 62% off, 70 percent off is the lowest in Guangzhou friendship and Wangfujing history.

But there is no minimum, only lower. Last week, IT, a clothing and light goods store in Taigu Hui, even played 1 promotional games in the whole market. In September 14th, modern department stores will set off 64% off low price tides for 10 consecutive days.

In recent days, Nandu journalists have seen in Guangzhou Dongfang Baoshi, Zheng Jia square, Zhonghua Plaza, Guang Bai department store, modern department store and other shopping malls. While the major clothing brands are launching new products in autumn and winter, the sales of commodities for Spring Festival and summer season are basically about 2-5 fold.

A discount of 7-8 is available on the shelves.

"The end of August and the beginning of September are all garment enterprises' clearance cycle. At this time, many brands have only 50% of the new products on shelves. The task of a large proportion of stores is to digest the stock in the first two quarters."

Hu Liping, deputy general manager of Guangzhou Xinguang Department Store Co., Ltd., said that this year's mainstream, resource-based Wangfujing and Guangzhou friendship all produced 62% off clean goods, which revealed unusual stock signals in the industry.

We can see the above clues by looking through the semi annual reports of several clothing and footwear listed companies in 2012.

It is reported that in 1-6 months of this year, Daphne's average inventory turnover period slowed down significantly, from 149 days in the first half of last year to 202 days, almost 2 months, while Lining [3.97 0.76%] company extended from 72 days to 95 days, and almost slowed down for another month.

This is undoubtedly a microcosm of the apparel industry's stock increase.

According to the financial report, in the first half of this year, the stock of Semir apparel [22.55 -0.66% Stock Research Institute has expanded to 1 billion 500 million yuan, while the figure at the end of last year is only 1 billion 100 million yuan.

PEAK's stock also rose to 530 million yuan, and its inventory was only 420 million yuan at the end of last year.

Last year, the inventory of [11.40 -2.40% shares was 510 million yuan, but it has increased to 658 million yuan in the first half of this year.

Anta's stock rose from 618 million yuan last year to 628 million yuan in the first half of this year.

Extension of garment shoes enterprises to extension points

"Compared with the normal level, this year's clothing enterprises generally have several times higher inventory pressure."

Wang Qian, a senior analyst of China's apparel [7.69 3.36% stock bar research and industry, said that China's clothing industry is mainly an export-oriented economy, sales of clothing products do not go out, and external demand is low, so domestic demand market pressure has increased.

Compared with the 2008 economic crisis, this year's

It presents a more downtrend and negative growth.

In the first half of this year, the growth rate of clothing exports dropped by about 10%. From the caliber of some large shopping malls, the growth of the domestic market in the first half of this year is also slowing down. I am afraid there is zero growth in quantity. The growth rate of domestic sales in the past year is generally around 10%.

In Wang Qian's view, the development of garment enterprises has turned to a turning point from the fundamental trend. It is hard to reverse the trend by increasing the extension and extension.

"In recent years, with the rapid expansion of commercial real estate, the size of clothing and footwear has also risen."

Hu Liping said, but because of the repeated brand building and homogenization degree of various shopping malls, such as Tianhe Road commercial circle, Tianhe City, Zheng Jia square, Guang Bai, modern department stores and so on, almost all brands such as ADI, Nike, BELLE, Ou Shili and so on.

As the same business circle is so high - density, there is no room for the growth of single store sales.