Lack Of Domestic Sales, Foreign Trade Power Decline Into Clothing Enterprises

< p > 2012, it is definitely not a good year for < a href= "http://www.91se91.com/news/index_f.asp" > sports brand enterprise < /a >, because high inventory has become the pain of the whole industry.

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In order to digest inventory, < a href= "http://www.91se91.com/news/index_x.asp" > Lining < /a >, the company is planning to reduce inventory, upgrade the proportion of new products and buy back to help dealers clean up inventory. This plan, known as "channel Renaissance", is expected to cost Lining 1 billion 400 million to $100 billion in P.

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< p > "if the product is not sold, it will not be able to afford to buy new products. Without new products, the old goods will be overloaded and become a vicious circle."

A dealer told reporters.

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Less than P, it is not only the Lining family that has encountered inventory pressure.

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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 is more than 700 million yuan, there are nine herding kings, good news birds, < a href= "http://www.91se91.com" > seven wolves < /a >, keno technology and Xin Nuer.

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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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In the early years of the P, most garment enterprises in China used the extensive expansion like horse race enclosure to seize the market share, and thousands of stores brought them primitive accumulation, but at the moment, the market was becoming saturated and the terminal consumption was seriously declining.

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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 the haven of clothing industry -- the high-end clothing enterprises can not avoid 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, editor in chief of the first textile network, told reporters that the European economic downturn is an irreversible objective fact. The export market is seriously declining, and once the price competitiveness of Chinese products is weakened, the external market will lose.

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 > there is another way for companies to try - 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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