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Clothing Retail Cold Winter: Growth Is Nearly 10 Years Low

2013/1/19 9:28:00 35

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Apparel Retailer Jin Ba Clothing Inventory

"my heart is heavy. Such a heavy load lasted for nearly a year.

"The biggest market downturn in history has happened."

Recently, Hong Zhaoming, the chairman of China's first brand of strong Menswear, called "a target=" _blank "href=" http://www.91se91.com/ "> clothing" /a "industry is facing the cold winter .

reporter learned from the market that < a href= "http://sjfzxm.com/news/index_f.asp" > "strong tyrant men's clothing > /a" is not an isolated phenomenon. In Guangzhou, there are men's clothing brand reporters to reflect to reporters. Due to poor clothing sales, sales contracts of department stores have been dragged for six months before signing, and the aftermath of the closure of some brands is also affecting the operation of other brands, and the impact of the industry's cold winter is fermenting.

terminal sales contract is the first half of the year

after the campaign brand Lining, the more than 3000 strong franchised men's clothing in the national market is also hard to avoid falling into the cold current of the clothing industry. In a letter to the internal staff, Hong Zhaoming, the chairman of the strong tyrant men's clothing, admitted frankly, "we are facing the most serious market downturn this year."

Although Hong Zhaoming did not disclose the specific operating figures in detail, this is not an isolated phenomenon.

Less than P, Mr. Luo, who owns a high-end men's wear brand in department stores, told reporters that this year's sales have dropped by 30%. "Although the cold weather in last winter has brought a certain sales volume, the overall situation is not optimistic last year, especially in the summer."

What is more noteworthy is that, due to the downturn in the clothing industry, although the date of contract renewal between Mr. Luo and department stores has been dragged on for years, the contract has been signed in March, but the contract last year has been dragged down until the end of last year. "The contract was signed until March."

Mr. Luo told reporters.

it is understood that the sales target of department stores and merchants at the beginning of last year failed to meet the target.

"The sales volume of a shop with an area of about 30-40 square metres was 4 million yuan the year before last.

In general, the annual department stores will increase the target sales, and the normal should rise to 4 million 400 thousand yuan, but last year's economic downturn, our department stores have 80% of the merchants can not reach the goal, if the contract requirements are further raised, no business can be reached.

But department stores are not willing to reduce their own price, so the contract has never been signed. "

Mr. Luo told reporters.

bankrupt brand directly cost price clear inventory

in fact, apart from the slump in the terminal market, the closure caused by the cold current caused by the "a href=" http://sjfzxm.com/news/index_c.asp "clothing industry" is also affecting other brands.

"In the face of the economic downturn, some clothing brands will not be able to operate. Most of their products will be sold at a cost price, and many consumers will turn to these products, thereby affecting other brands."

An industry insider Huang told reporters.

"In particular, some brands that joined the war group during the rapid expansion of the garment industry in the past few years could not endure."

"like in Shaoguan, a real estate enterprise has chosen a place for men's clothing in its own shopping mall, and has also taken the whole district's agency power.

But after more than 1 years, it encountered the cold winter of the industry, and the business could not go on, all of which had to be discounted and promoted.

Huang told reporters, "a brand pressure about one hundred thousand yuan of goods, several brands have several million yuan, the real estate company light clean inventory for half a year, long-term discount, very affecting the normal brand business."

Huang said that this situation was more common in the two or three tier cities last year. "Guangzhou department stores have a higher access threshold for men's clothing, so this situation is not much."

although Guangzhou's men's wear brands are less affected by the discount of their counterparts regardless of the cost, it is difficult to avoid competition with the wholesale market. "In the past, the wholesale market basically did not do retail business, especially when they went to the end of the shipment, they gave the tail cargo to the company specializing in clearing the tail cargo, usually selling at 20-30 yuan, but from last year, they also started to retail, and the tail goods were also sold in their own stores."

in fact, the overall situation of clothing last year was not very optimistic.

According to the statistics of the China National Business Information Center, in 2012, the retail sales of clothing commodities of hundreds of key large retail enterprises increased by 12.3% over the same period last year, 8.1 percentage points lower than that in 2011.

Retail sales of all kinds of clothing increased by 2% over the same period last year, 2.9 percentage points slower than the same period last year, the lowest growth rate in nearly ten years.

Moreover, the year-on-year slowdown has not been improved. The data in December showed that retail sales of clothing commodities increased by 8.7% over the same period last year, and the growth rate slowed down 14.1% from the previous month.

inventory change table of apparel industry listed companies

(as of last year's three quarterly report)

inventory change (%) .

YOUNGOR 0.03%

Red Bean shares 12.90%

American bond < a target= "_blank" href= "http://www.91se91.com/" > dress < /a > -26.27%

Semir dress 1.29%

Shanshan stock 23.72%

9 Mu Wang 13.71%

good news bird 51.73%

seven wolves 4.39%

123.20%, "/p".

Keno technology 28.37%

Kaiser shares 38.30%

chin Er 47.82%

search for special 10.41%

ST Rey B 47.19%

Busen shares 37.97%

Dayang creation 3.74%

100 round pants industry 18.32%

Jiangsu three friends 48.30%

Jin Fei Da -34.12%{page_break}

.

link > /strong > /p >

the overall inventory of garment industry is still high, /p >

from the perspective of apparel listed companies, inventory is still a problem that can not be solved. The new express reporter has found that three quarterly reports of domestic clothing listed companies have found that 90% companies still have stock prices rising year by year, of which YOUNGOR, Hong Kong share, Mei Bang dress and Semir apparel inventory exceed 1 billion yuan.

flush iFinD data show that in the 22 A apparel listed companies including men's wear, women's wear and casual wear, the total stock in the three quarter reached 38 billion 175 million yuan.

In addition to the newly listed card Nash road and Georges white, in the first three quarters of last year, 9 of the listed companies' inventories were still growing.

Among them, YOUNGOR's inventory is the highest, reaching 23 billion 953 million yuan, and the red bean share is second, reaching 3 billion 978 million yuan, and the inventory of American bond clothing and Semir clothing is 2 billion 199 million yuan and 1 billion 439 million yuan respectively.

Moreover, the accounts receivable of Smith Barney clothing were high, reaching 1 billion 186 million yuan.

"P" part of the enterprises, although the base number is not large, but the growth rate of stock is astonishing.

For example, the growth rate was 123.2% compared with the same period of the previous year.

clothing enterprise breakthrough strategy

1.. Follow the wind and decorate the brand,

for the light brand products manufacturers with only brands and no factories, increasing investment in brand building is the way for domestic brands to break through when many foreign brands enter the market.

"now it is the cost of decoration that gives us the most headache."

Mr. Luo said that because the shops next door were decorated with fancy materials and expensive materials, other brands must follow suit in order to attract customers. "But this investment is not yet known to be able to return to the present situation."

He said, because shop renovation usually needs to be changed in 2-3 years, if it can not earn in 2-3 years, it will be a loss.

But if it is not decorated, the number of tourists will be less and less. It is entirely a case of "no development, death and development".

it is understood that at present, a simple decoration of about 60 square meters of bunk, the cost of not less than 50 thousand yuan, if it needs to be well decorated, generally need 3000-5000 yuan / square meter.

2. accurate control of inventory situation

in addition to following the wind decoration, unified inventory management system, precise inventory management is also a must go way.

"At present, we have to accurately stock the number of goods, probably several pieces of goods, determined by the cabinet length, reduce the cost of inventory pressure."

Mr. Huang recalls that in the past, inventory control was only a matter of fact. Pressing goods was a common thing. Now, they no longer meet the requirements of the cabinet long and unconditionally, and tighten up their stock.

"like some brands with many outlets, if the inventory control is bad, it will be very serious."

Mr. Huang said, "as long as the brand price is reduced, some broken code products are easy to sell, but it is not so easy now. If there are more than 30 outlets, and the number of trousers broken up by each node is accumulated, the financial pressure caused by it will be very serious."

3. Shenzhen and Dongguan manufacturers change their investment to /p >

operation costs have doubled or even two times. Cotton prices are unstable and labor costs are too high. Some entrepreneurs are disheartened by the industry and "do not want to keep on going."

Mr. Wu, a former factory building, told reporters.

In fact, the entrepreneurs in these industries are not small.

Wu Xingwei, the Deputy Secretary General of the industry alliance, told reporters that according to the observation, about 20% of the factories in Shenzhen and Dongguan had been pferred to the industry that was totally hung up on clothes. "A Shenzhen boss went to the mining industry, and some went to invest in industries with better return on investment, such as investment," a said. Wu Xingwei, _blank, href=.

"P" is still surviving in the clothing industry, and some clothing dealers are starting to turn to a more insurance category. Dong Wenmei, chairman of the Guangzhou city 100 million children's products Co., Ltd., told reporters that at the recent order meeting, some dealers who had been doing sports and leisure series had consulted her to turn into children's clothing. "Now that sports and leisure stocks are under great pressure, and the brands are mostly listed companies, the requirements for distributors are severe, the economic environment is bad, and the pressure on them is even greater, so this will happen."