Textile And Garment Enterprises Blindly Go Out To Inventory Their Own Brands.

In order to digest inventory, Li Ning Co is planning to reduce inventory, increase the proportion of new products and buy back to help dealers clean up inventory. This plan, known as "a href=" http://www.91se91.com/business/ "channel revival < /a", is estimated to cost Lining 1 billion 400 million to 1 billion 800 million yuan.

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< p > data show that in the first half of this year, the total inventory of 42 listed garment enterprises was as high as 48 billion 300 million yuan.

Among the men's clothing companies whose inventory exceeds 700 million yuan, there are nine herding kings, good news birds, seven wolves, keno technology and kinor.

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< p > take the local fast fashion brand Semir as an example. The three quarterly report shows that as of the end of September, Semir's inventory was 1 billion 439 million yuan, an increase of 31.28% over the beginning of the year, which is the largest stock that Semir has ever seen since its listing.

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< p > "our purchase quantity is usually 120% to 130% of actual sales volume, sometimes more."

The dealers said frankly that many stores did not sell much after they had eaten food, and excessive expansion had become overdraft for the future.

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< p > > even a href= "http://www.91se91.com/news/index_cj.asp" > clothing industry < /a > safe haven -- positioning high-end clothing enterprises can not bypass the deadlock of inventory.

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< p > at the end of the three quarter of 2012, the stock of high-end women's clothing enterprises increased from 445 million yuan to 445 million yuan at the beginning of the year, which increased 39.8% from the end of last quarter, up 123% compared with the same period last year, and the turnover period of its stock turnover also extended from 200 days in early 2012 to 324 days, which can be sold for one year.

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< p > to this end, in 2011, Langer integrated 7 discount stores, adding 9 to 16 in the first half of this year, and more than 10 others to be integrated. The company plans to complete the integration of all discount stores this year.

At the same time for the new business channel involved, the company also positioning clear inventory.

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< p > however, the discount stores have also brought about a drop in gross profit while digesting inventory.

After gross profit rose to 64.23% in the two quarter, the gross profit in the three quarter dropped 2.68 percentage points.

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This is also the case with Kaiser P, another high-end high-end men's and women's wear.

As of the three quarter of this year, its stock has exceeded 300 million yuan, and the inventory turnover days in the first half were 593 days.

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< p > besides the lack of domestic sales, the decline of foreign trade power has also caused trouble to garment enterprises.

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< p > the editor in chief of the first textile net Wang told reporters that the European a href= "http://www.91se91.com/news/index_s.asp" > the economic downturn < /a > is an objective fact that can not be reversed. The export market is in serious decline, and once the price competitiveness of Chinese products is weakened, the external market will be lost.

The total cost of enterprises has increased, and orders have gone to Southeast Asian countries such as Bangladesh and Vietnam, which are the main causes of the shrinking foreign trade.

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< p > the data of this year's Canton fair show that the turnover of textile and clothing has dropped by 15.5%. According to the order of large commodities, besides the increase in orders for household textiles and men's and women's clothing, the number of orders for other categories has decreased considerably.

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Under the circumstances of P, competition for domestic market has become the top priority of enterprises.

The electricity supplier with a natural fit with the clothing industry is regarded as the preferred channel.

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< p > in May 25th, Semir changed Zhejiang van Diya Garments Co., Ltd. to Zhejiang Semir Agel Ecommerce Ltd. Its registered capital increased from 30 million yuan to 130 million yuan, and moved towards e-commerce.

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< p > however, at present, few enterprises have successfully developed online brands that are differentiated from offline products. The electricity supplier is only a way for enterprises to go inventory. Many people worry that because the stock market is eager, excessive use of electricity providers will lead to the destruction of the brand by the price war, thus allowing enterprises to fall into an embarrassing situation of getting lower and lower.

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< p > for this, another enterprise tries another way -- multi brand strategy.

While expanding the product line to seize the market share, let the new brand complement the original brand to drive their sales volume.

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< p > however, Ma Gang, a clothing industry expert, also expressed concern about this brand strategy. "If the supply chain and design level are not in place, blind development of sub brands will lead to the fact that the sub brands are not independent and tend to be homogenous, which may cause more storage in the long run."

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