Wang Zhuo: Exaggerated Stock Crisis Is Fallacy.

< p > "the Internet wide spread" "a href=" http://www.91se91.com/news/index_c.asp "> inventory < /a > enough people to wear 3 years" is fallacy.

Wang Zhuo, Secretary General of China Garment Association, said at the media conference on "the current economic situation of the apparel industry and some recent media concerns" held by the China clothing association.

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< p > Wang Zhuo, Secretary General of China clothing association, Chen Ling, Deputy Secretary General of China clothing association, and invited news agencies such as Xinhua news agency, people's daily, China textile daily, clothing times, China business daily, China Enterprise News, China business newspaper, first finance, financial network, Sina Finance and so on.

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< p > Author: at present, there are reports that China's clothing industry is in a "stock crisis".

What do you think of it? < /p >

< p > Wang Zhuo: inventory is the industry characteristics of clothing as a seasonal end product in the process of operation.

At present, with the weakening of domestic market consumption, some clothing brands have increased stock.

But this does not affect the production and operation of these brands, nor can it be considered that the whole garment industry constitutes a "stock crisis".

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< p > first of all, it should be clear that inventory is a product that is held for sale in the normal production and operation process of an enterprise, or for selling products that are still in production, as well as materials and materials consumed in the course of production and labor.

Enterprises in any industry must keep a certain stock in order to maintain normal production and sales activities.

Garments are fast moving products because they are characterized by strong seasonality, fast change and high demand for inventory.

Therefore, it is necessary for us to further analyze the inventory structure of garment industry.

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< p > brand clothing enterprise is a clothing enterprise that carries on the market operation of its own brand through self operation, agency and franchising. Its inventory composition generally includes 3 kinds of situations, one is the spare parts, the unsalable goods and the defective products in the finished goods warehouse, and the spare raw materials and excess raw materials inventory in the raw material warehouse, and the two is the inventory in the channel, including the stock of the direct store and the dealer's inventory, and the three is the stock in pit, that is, the inventory in the logistics link.

Among them, unsalable goods, defective products and surplus raw materials are the unreasonable stocks that need to be dealt with.

It can be seen that the category of "inventory" contained in the financial reports of clothing listed companies is obviously broader, not merely referring to the "backlog and unsalable products" of the general concept.

That is to say, according to the inventory data in the clothing listed companies' earnings, all of them are "backlog and unsalable products", which are not in line with the characteristics of the garment industry, nor are they scientific.

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< p > in addition to the above "inventory" not only refers to the "backlog and unsalable products" factors, at the present stage of clothing listed company's inventory increase is also the financial processing factors, seasonal factors, reasonable stocking needs and other factors.

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< p > at the same time, the National Bureau of statistics data show that the Chinese apparel industry above the scale of the first three quarters of 2012 produced 256 billion 966 million yuan worth of finished goods.

According to the China Apparel Association, in 2011, China's clothing sales amounted to 1 trillion and 400 billion yuan, and it was expected to reach 1 trillion and 700 billion yuan in 2012.

According to these data, we believe that at present, some media "the national clothing enterprise stock is enough for the Chinese people to wear for 3 years", the lack of correct understanding of the clothing industry is extremely irresponsible.

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< p > inventory level will definitely affect the order and sales plan of dealers in the next sales cycle. However, for the current apparel industry inventory problem that draws attention from all sides, we believe that the overall inventory level of the listed clothing companies is still in the controllable range, and most of the enterprises, to the whole industry, have not reached the "crisis" level.

But it is undeniable that at present, some domestic brand clothing enterprises do have unreasonable stock growth. The main reasons are: first, the prediction information of the market is inconsistent with the actual situation, resulting in an increase in inventory when the sales volume is lower than expected. Two, under the pressure of the capital market, some clothing brands have the pursuit of speed, and the shop opening and production speed have been greatly improved. However, their single store efficiency has declined, resulting in an increase in inventory. Three, the logistics management level and information management level of some enterprises are not perfect enough, and to a certain extent, the market reaction rate is slower, resulting in a backlog of inventory.

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< p > Author: many < a href= "http://www.91se91.com/news/index_f.asp" > clothing enterprise < /a > talking about zero stock.

Can zero inventory be realized? < /p >

< p > Wang Zhuo: zero inventory can still be realized, for example, some enterprises that customize and sell as the main production and marketing mode can have zero inventory.

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< p >: I heard that a fabric dealer was selling his stock 3 years ago. What do you think of it? < /p >

< p > Wang Zhuo: it is true that enterprises will sell their clothing after sale this year, and then sell them for another 3 years.

Because they have confidence in their own clothing, do not want to discount to sell, this is the enterprise's own business strategy.

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< p > Author: do you think homogenization is a cause of product backlog? < /p >

< p > Wang Zhuo: Yes, but this is not the brand's own problem, which is related to the marketing system.

At present, looking for agent marketing system is the main marketing system of Chinese garment enterprises.

In order to chase profits, agents often require the brand owners to produce large quantities of best-selling funds against the premise of violating their own wishes and market rules.

So the proportion of agents is a balance point.

When the proportion of agents reaches a certain proportion, the agent's right to speak will dominate.

In the process of producing garments, brand players should not only retain their own style, but also cater for the market demand. This is the result of the game with agents.

From a macro perspective, the future market development will make products more and more fragmented. We will pay more and more attention to this work. I believe China's future clothing brands will become more and more personalities and become more and more distinct.

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< p > Author: how should the brand choose the proportion of self employment and agency? < /p >

< p > > a href= "http://www.91se91.com/pioneer/" > Wang Zhuo < /a >: each clothing category will choose the proportion of self employment and agency according to the different brand and management characteristics, and strive to achieve a balance.

The ultimate goal is to maximize the performance of our products.

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< p > Author: what is the gap between us and international brands? What aspects should we strive for? < /p >

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< p > Wang Zhuo: on the one hand, the international brand channel sinks.

On the other hand, the strategy of internationalization of China's clothing brand has begun to take the road of brand upgrading and brand channel rising. It will face a positive confrontation with the international brand's quality, innovation, social responsibility and quick response ability. I think this is a good thing.

It takes time for the deer to die.

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P > Author: what correct methods should be chosen by enterprises to deal with irrational inventory.

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< p > Wang Zhuo: at present, the clothing industry and enterprises have attached great importance to the unreasonable stock, and various companies have taken various measures to actively digest the inventory.

For example, through product planning, pricing control and other means, adjust production procurement and sales order size, improve market forecasting ability; through online online sales, set up discount stores, increase sales promotion efforts; strengthen internal management, improve information control, terminal sales ability, effective allocation of goods.

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< p > from the recent three quarterly reports, we can see that through the above measures, the stock situation of some listed companies has been improved to a certain extent.

At the same time, clothing sales in November showed some signs of improvement. This also has a positive impact on the promotion of garment enterprises' inventory digestion.

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< p > Author: what do you think of the recent situation that some sports brand listed companies have "closed shop tide" and vigorously discounted? < /p >

< p > Wang Zhuo: in the past period, the listed companies needed to open more shops due to capital growth, and the fast opening rate would lead to the closure of shops with low efficiency.

Discount sales promotion is a common marketing tool in the market economy.

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< p > Author: consumers generally reflect the high price of domestic brands. What do you think of it? < /p >

< p > Wang Zhuo: the rise of clothing prices is a spontaneous market behavior. With the adjustment of the market economy, cost pfer can be carried out within the target consumer group.

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