The Biggest Downturn In The History Of "Power Tyrant Men'S Clothing" Is The Collapse Of Clothing Enterprises' Tag Bubble.

Hong Zhaoming, "a letter to a staff member" by the chairman of the P, a powerful Internet crazily, once again kicked the embarrassing situation of China's "a target=" _blank "href=" http://www.91se91.com/ "clothing" /a "in the economic cold spell of 2012.

"We have encountered the most serious market downturn in history," Hong Zhaoming said after the annual dealer order meeting. "The internal management and working style of the company is far more than the market has hit us."

And the destruction of an enterprise, the external market environment is only inducement, the real core is internal problems.

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< p > reporter was informed that, "a href=" http://sjfzxm.com/news/index_f.asp "strong tyrant men's clothing" /a > held at the previous order meeting, many dealers have substantially reduced the order quantity, only completed the lowest standard required by the company.

"They insist on non discount marketing ideas, so that franchisees have high inventory of indigestion.

We are all losing money, but we owe a lot.

Clothing industry veteran Dou Huaishan said.

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< p > < strong > the dilemma of the dealer system < /strong > < /p >

< p > benefiting from sports marketing and brand promotion, the company, known as the first value brand of Chinese casual menswear, has completed its network layout in 123 line cities and opened more than 3000 stores. It originally planned to visit the capital market in 2013 or 2014.

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< p > "the cost of investment in men's clothing is higher. There are four channel modes: flagship store, image store, standard store, and store store".

A brand franchisee, who does not want to be named, said that although its franchise fee was around 500 thousand -100, the smallest shop also asked for 2 more than 100 square meters of bays, and the rent pressure was greater.

At the same time, Jin Ba insisted on no discount marketing ideas, headquarters regulations can not be discounted.

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< p > "the first two years of the economy is better and the problem is not serious. But since last year, the product sales cycle has been extended, inventories have increased significantly, and the pressure of occupying funds has begun to be serious."

The franchisees said that at the same time, foreign brands entered the market in large numbers. These brands were not only fashionable and fashionable, but also frequent promotions and high cost performance.

In 2012, the price tag of men's clothing continued to rise by 20%-30%, and sales pressure increased further.

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< p > not only that, according to Hong Chao Ming's letter, what is even more ridiculous is that every system and Department of RBA's men knows that delays will affect the performance of terminal stores. Every department concerned with the delivery period still leaves more time for themselves, and the processing cycle of some products is more than six months.

"I heard that one of our quality managers, when testing the quality, said that without standards, he is the standard."

"Our synergy index has declined year by year, and the two core business sectors are listed in the last one or two..."

This further exacerbated the disaster of franchisees.

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< p > according to the Ministry of industry and information technology, before July last year, the loss of garment enterprises above Designated Size reached 17.7%, an increase of 5.3 percentage points compared with the same period last year, and the deficit of loss making enterprises increased by 109.3%.

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< p > < strong > tag price bubble < /strong > < /p >

< p > "men's wear has been on a no discount route. In the current environment, this road is blocked."

Dou Huaishan said that although this is a case, behind it is the grim situation faced by the entire garment enterprises.

In the view of Dou Huai Shan, domestic a target= "_blank" href= "http://www.91se91.com/" > brand clothing < /a > most of them use the franchise mode. It requires the franchisee to buy a lot of goods in accordance with the provisions of the brand, resulting in the unprecedented prosperity of the book sales.

However, the lack of direct communication between the brand and the terminal consumers, its design and market positioning can only be assessed through the subsequent inventory, but due to the time lag, most of the operational risk is borne by the distributor.

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< p > "the inventory of strong stock has always been the heart of franchisees."

RB's men's clothing, a Li surname franchisee, said that the store rents and staff wages continued to rise last year, and that no loss of RBA stores had been quite rare.

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< p > "clothing enterprises have higher operating costs, mainly in the intermediate links."

Dou Huaishan said that if the tax, logistics and distribution, rent or shopping mall points, labor costs and so on, to bear these costs, the tag price should be at least 5 times more than the cost price.

Reporters learned that, in order to share costs, clothing companies now use the way to raise the price of the tag, and now the price tag has been as high as 7-10 times the cost price.

This is also the reason why clothing discount is getting lower and lower in recent years, but the price has not been reduced.

Over the past few years, the economy has been expanding rapidly, and the above problems have been obscured by the big environment.

However, once the economy is weak and the consumption power is weakened, the situation of unsalable products will appear on a large scale.

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< p > "clothing enterprises are now in a blind alley and are in a dilemma."

Dou Huaishan said that it is difficult to solve the dilemma of the whole industry if the price of the men's clothing is cut down.

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< p > < strong > the idea of "no discount" for men's clothing is /strong > < /p >

< p > "the cost of investment in men's clothing is higher. There are four channel modes: flagship store, image store, standard store, and store store".

A brand franchisee, who does not want to be named, said that although its affiliate fee was around 500 thousand -10 0 million, the smallest shop also asked for 2 more than 100 square meters of bays.

At the same time, Jin Ba insisted on no discount marketing ideas, headquarters regulations can not be discounted.

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