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Jinjiang Shoes And Clothing Enterprises Enter The Sale Period Ahead Of Schedule.

2012/12/5 12:37:00 28

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Hongxing Erke Sale At The End Of The Year Discount Products.

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recently, < a href= "http://www.91se91.com/news/index_x.asp" > Hongxing Erke > /a > in Changxin, Qingyang, Lulan headquarters, at the same time, pulled out thousands of square meters at the same time and set up a special store, and at the door hung a banner full of folded.

Walking into the interior is even more crowded, and the spectacle of the scene is breathtaking, which is no less than a big sale at the end of the past few years.

the scene of this special sale on Changxin road is not an example.

In a street on the side of the village in Chai Dai Town, many sports brands also opened factory shops at the same time, for year-end sale. Slogans such as "the lowest price of the whole house" and "letting go of sales promotion" were everywhere.

The factory shop behind "P" is reflected in the embarrassment of the industry: the high inventory pressure has forced Jinjiang shoe and clothing enterprises to put their weight down.

The industry believes that this move can really help companies quickly clean up inventory, but at the same time, brand image will inevitably cause a certain degree of harm.

In their view, enterprises can choose the form of "internal purchase meeting" to carry out inventory clearance.

strong > sale will gather together to "catch up early" /p >

recently, Mr. Xu, general manager of a Jinjiang outdoor products Co., Ltd., who drove through Qingyang Changxin Road, found that the sale of Hongxing Erke was unusually hot.

This can not help but let Mr. Xu fight in mind.

"if I look for a shop near here, open a factory store, sell some broken codes and the sale of the stores at the end of the store, and some stocks should be sold well."

Mr. Xu couldn't help beating his own small calculation.

Though not as high as several hundreds of millions of high inventories of a sports brand, he hopes to sell inventory and return funds as soon as possible, and factory stores or discount stores will become an ideal outlet for him.

for the shoe and clothing enterprises in Jinjiang, this year's year has come a little earlier: the sale that started in late 12 of last year will have been everywhere in November.

take Hongxing Erke for example. In the middle of November this year, it started a "big sale".

According to industry sources, this time point is nearly a month earlier than in previous years.

Not only that, but in January, the famous brand shoes and clothing brand "a href=" http://www.91se91.com/news/index_s.asp in Quanzhou will be sold at the end of the year, which will be held in Quanzhou on the 25 day of last month, attracting a large number of people to come shopping. "P"

It is understood that the sale will be a continuous stream of people, shopping enthusiasm continues, the daily advice of the sale will be even more frequent phone calls.

the end sale of Jinjiang shoes and clothing enterprises gradually evolved from the original special sale with the employee's internal welfare nature to the effective form of inventory elimination by various enterprises nowadays.

in fact, under the background of the overall economic downturn, not only is the sporting goods industry sluggish and the inventory is high, such a situation also appears in the local children's shoes and outdoor footwear enterprises. Therefore, more and more local brands accelerate their own "factory store" construction, and gradually form a small scale "regional sale" business circle.

it is understood that such a business circle in addition to the vicinity of Changxin Road, also formed a scale on the street of Chai Tai River.

In the street near Chen Dai River, almost all sports brands are developing discount promotions.

the sales promotion force is large, so that Xiao Chen, a molding workshop of Longsheng shoe industry Co., is enjoying himself: a sports brand actually has a price of 19 yuan from the Chinese cabbage.

"It cost 50 yuan to buy a cotton dress for himself, and a new pair of shoes for 69 yuan. This pair of shoes is not old stock, but this spring style."

In the eyes of Xiao Chen, the "factory shops" that are gathered together are "cheaper than". "No need to go anywhere else, in this street, you can buy all sports brands' a href=" http://www.91se91.com/news/index_c.asp > discount products < /a > save time and effort.

strong > high inventory forced the brand to "drop its figure" /p >

The sale of less than P will reflect a kind of helplessness of Jinjiang brand: the high inventory pressure forced Jinjiang shoe and clothing enterprises to lay down their bodies and make every effort to "go to stock".

according to public data, in the first half of this year, Lining, Anta, 361 degrees, XTEP, PEAK and other 42 listed clothing enterprises stock up to 48 billion 300 million yuan.

among them, Lining, Anta, 361 degrees, XTEP, PEAK and trend 6 domestic sports brands total inventory reached 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.

Insiders say that even if these enterprises no longer manufacture shoes and clothing products, only the stock will be enough for Chinese people to wear for three years.

Such a situation also makes sports brands almost no discount, and the intensity of discount is significantly higher than in previous years.

in the industry view, the reason for high storage is due to the speed of expansion of Jinjiang brands beyond the market growth rate.

"The high growth of sports products in the past few years has attracted a large number of enterprises to enter this industry. In order to quickly seize the market, enterprises often adopt the way of quickly opening stores and expanding their capacity, ignoring the endurance of enterprises themselves and the market."

Jinjiang local F brand marketing director Wang told reporters.

"for example, the original market has increased by only 20% per year, but the enterprise has produced more than 60% of the products, and a large number of products have naturally become a backlog. For example, the original sporting goods shop in one block is nearly saturated, but some enterprises continue to enter, shops rent naturally rises, and the profit of a single shop is bound to slide."

Mr. Wang said.

On the other hand, the extensive operation of Jinjiang shoes and clothing enterprises in production and sales also makes the production volume deviate from the actual demand of the market to a certain extent, thus forming a high inventory. "P"

Taking garment enterprises as an example, the planned production quantity of most garment enterprises is determined by order meeting. The enterprise determines the output according to the order quantity of the customers at the order meeting, and then arranges production.

"this mode is to rely on channel providers rather than consumers to provide information, often resulting in lower than expected sales volume, resulting in backlog of inventory."

Mr Wang said that this mode would allow enterprises to exaggerate market demand when making inventory turnover plans.

"for example, consumers need 100 clothes, retailers think 150 needs, agents think 200 pieces need to be extended to 250 factories."

That is to say, for every 1 items sold, the manufacturer should prepare at least 2.5 items for inventory turnover, sometimes exceeding this proportion, resulting in a large number of stocks.

in addition, "inventory pressure will also form a conductive effect in the industry."

Dong Xinda, deputy general manager of the shoe net, said: "when the domestic stock of first tier brands is overstocked, and entering the digestion inventory stage, on the one hand, it will affect the orders of downstream OEM enterprises. On the other hand, while the first line brands expand sales through promotion, consumers' demand for the two or three line brands will be reduced, resulting in a reduction in the sales of two or three line brand products and an increase in inventories."

"internal purchase meeting" can replace the "sale meeting" .

although extensive sales will enable these brands to return quickly in the short term, however, such a low price promotion will also bring many negative effects to the brand image of the enterprise.

"F brand casual shoes, the price is 599 yuan, the special price is 150 yuan; the cardigan sweater, the original price is 699 yuan, the special price is 170 yuan, the 300 yuan is more than a little fixed!" a consumer who buys the F brand special product located in Jinjiang is pleased to purchase the product picture on the net to show, according to this buyer, these clothes and the shoes are F brand newest season product.

"gathering sale" can effectively improve the enterprise's "clear stock" capability, but this will cause a certain degree of damage to the brand image.

Ma Gang, a marketing expert who regularly observed shoes and clothing market in Jinjiang, told reporters that enterprises could choose the form of "internal purchase meeting" to carry out inventory cleaning: they can digest part of the stock, and they will not greatly reduce the brand image.

"This model will become the new favorite of enterprises."

according to insiders, the 75% off activity launched by F brand in the mainland has been sought after by consumers. After hearing the news, everyone has inquired about the location of the event.

But unfortunately, this activity is restricted to staff only.

in this kind of internal purchase meeting, basically this year's new autumn and winter, the price after 75% off is close to cost or even lower than cost, but in order to be able to light up next season, Jinjiang local sports brand has to "thin" from the beginning.

in fact, the internal shopping association can not only encourage enterprises to digest inventory, but also for their employees, the annual purchase will become their "welfare".

"Employees are allowed to enter the number plates, and each employee can buy low discount products for the season and season.

If we buy more products, we can convert them into points and achieve a certain amount. We also have gift giving, which is the welfare of our employees. "

Mr. Wang told reporters this.

in Mr. Wang's view, the internal digestion of inventory will not only cause damage to the brand image, but also enhance the confidence of the outside world to a certain extent.

"P", "only the internal employees can participate in the purchase is actually a kind of pformation of" hunger marketing ".

When we held the purchase meeting, many outside consumers were asking if they could join in. When they were told they could not, they wanted to buy our brand products.

Mr. Wang laughs, "the more products we cannot get, the more consumers want."