What Causes The Performance Decline Of Shoes And Clothing Enterprises?

Recent domestic clothing The industry is suffering from the "chill", and Lining and other domestic clothing enterprises have repeatedly burst into a high pressure crisis. Under the pressure of high inventory pressure, clothing enterprises have been on the discount sale, or even closed shop, and their sales performance has also declined sharply. Analysts pointed out that unclear positioning and lack of innovation are the main reasons for the decline of garment enterprises' performance.

Stocks remain high, discounts and sales become normal.

"High inventory" is the common experience of garment enterprises this year. According to media reports 27 days ago, public data showed that in the first half of this year, Lining, Anta, XTEP, XTEP, PEAK and other 42 listed clothing enterprises total inventory amounted to 48 billion 300 million yuan. Among them, Lining, Anta, 31st degree, XTEP, PEAK and the total inventory of these 6 domestic sports brands amounted to 3 billion 721 million yuan, compared with the total inventory of 3 billion 699 million yuan at the end of last year, an increase of 22 million yuan.

The high inventory pressure has forced the garment enterprises to put their weight down to "inventory". According to the Qilu Evening News 20, just entering the winter, many clothing brands in winter have been rushing to do activities, discount, buy gifts, limited time rush to buy, a variety of tricks. From sports brand, leisure Clothes & Accessories To the brand men and women, almost no discount, and the intensity of discount is significantly higher than in previous years.

"Entering the autumn and winter season, the clothing oriented retail system has entered a strong discount season, which is actually a tug of war between clothing companies and inventory. "An agent of a well-known men's clothing brand in Ji'nan said in an interview with Qilu Evening News that in the past, the stock pressure that only plagued sports and leisure brands has now spread to the entire garment industry.

"Closing shop tide" has seen a sharp decline in performance.

Since the beginning of this year, there are sports brands such as Lining and PEAK. After that, there are casual clothes such as Semir, Smith Barney, Daphne, and so on.

According to China Radio Network 19 reported that in the first half of this year, Lining group made a profit assessment on the basis of the newly opened 248 stores, closed 1200 tiny stores, the proportion of which closed to 15%, and the authorized retail outlets of PEAK in China decreased by 1067 compared with the end of last year; Anta sports this year, the total number of stores has also decreased by 110.

"Guan Dian Chao" directly led to a decline in net profit of the company. According to the international financial daily 7 reported that this year's semi annual disclosure data, Lining, Anta sports, PEAK, 31st degree and China's trend of 5 sports brand listed companies revenue is sluggish. Among them, Lining's net profit fell by 85% in the first half of the year. PEAK's total revenue in the first half of 2012 dropped 28.5% yuan to 1 billion 610 million yuan from 2 billion 256 million yuan, while its net profit also dropped to 240 million yuan, down 43.3% from the same period last year.

Enterprise positioning is not clear, lack of innovation is the main reason.

Clothing companies' brand entity shops are closing up, and analysts point out that the high cost of economic downturn, online shop shocks and rents has led to difficulties in the existence of physical stores, while the lack of innovation in corporate brand, unclear positioning and indistinctive characteristics are the main reasons for the decline in corporate profits.

　　 Brand clothing The "store tide" in the entity store has a great relationship with the current overall economic depression and the fierce market competition, and the impact of the online store is also very obvious to the entity store. According to the China broadcasting network, compared with online stores, physical stores spend a lot of money on labor and rentals, and now many customers do not buy them in clothing stores. clothes Rather, it looked at which clothes to try on first, then saw the colors and sizes, and then went home to buy them online.

However, industry analysts pointed out that the main reason for the serious decline in performance was the imitation of domestic products and lack of innovation. It is reported that some domestic sports brands began to expand their business scope blindly and take the road of scale win from a few years ago. However, in the process of expansion, there were too many shops. Many domestic sports brands were not clear in positioning, and the characteristics of differentiation were not obvious. Couture The loss is even the risk of closing.