2012 The Apparel Industry Is In A Downturn And The Economy Is In Recession.

< p > product positioning is not allowed < /p >.

< p > "the first reason for this consequence is that the sales plan is incorrect. Many agents do not have a sales plan when ordering."

Wang Xianbing, Minister of sales of Guangdong Ming Man clothing factory, said.

In his view, the first order is not accurate, the overall accuracy of the franchisee is not high, and the replenishment is not allowed. This is another major reason for the inventory.

The main reason for the inaccuracy of orders is that they do not understand the purchasing logic of consumers.

If we do not have a good grasp of the consumer's concept and logic, it is very easy to make the first order incorrect, so that the whole stock can not be sold.

He believes that "at present, the contract between the brand agent and the agent is either buyout, or there is a certain rate of return or exchange rate, and there is no real mutual benefit between the brand and the agent.

Although some brands have set up some ways to allocate agents to the agents, because of the lack of systematic data analysis, the effective reduction of the inventory of agents has not played a real role.

< /p >

< p > ordering mode relies on distributors, not consumers, to provide market information.

In this mode, the real demand becomes a product that takes longer time.

Most manufacturers in China need an average of 90 days from receiving orders to finished products, and some can reach more than 120 days.

This resulted in many stores selling last season's fashions.

< /p >

< p > in addition, ignoring the design itself and ignoring the needs of consumers is also a problem. Many manufacturers believe that "the current international fashion can be sold in second tier and three line cities after being sold in the first tier cities in China," which can only lead to backlog of products, because they ignore the power and role of the Internet, and neglect the rapid change of consumer's consumption concept caused by traffic and other reasons.

< /p >

< p > inventory "enough but not fine" < /p >

< p > what will happen if the production line of all garment enterprises in China is closed down for three years? Some people have joked that the national "stock clothes" can not be worn out for three years.

< /p >

< p > quarterly report shows that the total inventory of only 22 A clothing listed companies in the third quarter reached an astonishing 38 billion 200 million yuan.

Before the figure burst, the total backlog of 48 billion 300 million yuan in the first half of 42 garment enterprises has been shocking.

"Clothing enterprises these inventory is not 3 years of digestion, and the inventory behind the need for profit support, the report is ugly, banks must follow behind in debt."

Cao Chunxiang, executive deputy general manager of the three gun group, told reporters that more and more clothing enterprises are stepping into warehousing and storing strange circles.

Reporters looked at the semi annual report found that the largest inventory turnover days of a company even reached 10843 days, in other words, the inventory of the enterprise from storage to sell it will take more than 30 years.

< /p >

< p > to what extent is the market depressed to what extent? Cao Chunxiang, who just returned from the wholesale clothing market of Lotus Pond in Chengdu, has repeatedly complained to reporters that "this is different from the past". "In previous years, the wholesale market was a sea of people. In the past, it was sparse in the past, and some doors and even no one."

It is reported that "Lotus Pond" ranks the seventh place in the hundred comprehensive trading markets with its annual turnover of billions of billions of dollars, and the clothing category is the largest in the western market, with a daily turnover of 300 thousand people.

< /p >

< p > now, "high inventory" is the common experience faced by garment enterprises this year.

According to media reports 27 days ago, public data showed that in the first half of this year, Lining, Anta, XTEP, XTEP, PEAK and other 42 listed clothing enterprises total inventory amounted to 48 billion 300 million yuan.

Among them, Lining, Anta, 31st degree, XTEP, PEAK and the total inventory of these 6 domestic sports brands amounted to 3 billion 721 million yuan, compared with the total inventory of 3 billion 699 million yuan at the end of last year, an increase of 22 million yuan.

The high inventory pressure has forced the garment enterprises to put their weight down to "inventory".

According to the Qilu Evening News, 20 days ago, just entering the winter, many clothing brands in winter have been rushing to do activities, discount, buy gifts, < a href= "http://sjfzxm.com/news/index_s.asp" > limited time rush to buy < /a > variety.

From sports brand, casual wear to brand men and women, almost all of them are on sale, and the discount strength is obviously higher than in previous years.

< /p >

"P >" entering the autumn and winter season, the clothing oriented retail system has entered a strong discount season, which is actually a tug of war between clothing companies and inventory. "

Zhang Tao, an agent of a well-known men's clothing brand in Ji'nan, admitted in an interview with Qilu Evening News that the stock pressure that had previously plagued sports and leisure brands has now spread to the entire garment industry.

< /p >

< p > up to now, the discount has not been over yet.

Since the beginning of this year, Lining, PEAK and other a href= "http://sjfzxm.com/news/index_h.asp" > sports brand < /a > have been followed by Semir, Mei bang, Daphne and other casual wear. The domestic clothing industry has been shutting down shops, which has made the domestic clothing market chill.

< /p >

< p > according to China Radio Network reported on November 19th, in the first half of this year, Lining group made a profit assessment on the basis of the newly opened 248 stores, closed down 1200 tiny stores, the proportion of which closed to 15%, and the authorized retail network of PEAK in China reduced by 1067 compared with the end of last year; Anta sports this year, the total number of stores has also decreased by 110.

"Guan Dian Chao" directly led to a decline in net profit of the company.

According to the international financial daily 7 reported that this year's semi annual disclosure data, Lining, Anta sports, PEAK, 31st degree and China's trend of 5 sports brand listed companies revenue is sluggish.

Among them, Lining's net profit fell by 85% in the first half of the year.

PEAK's total revenue in the first half of 2012 dropped 28.5% yuan to 1 billion 610 million yuan from 2 billion 256 million yuan, while its net profit also dropped to 240 million yuan, down 43.3% from the same period last year.

< /p >

< p > less innovative and less characteristic < /p >.

< p > because of the fact that clothing brand stores are closing up, the analysts point out that the high cost of economic downturn, online shop shocks and rents has led to difficulties in the existence of physical stores, while the lack of innovation in corporate brand, unclear positioning and indistinctive characteristics are the main reasons for the decline in corporate profits.

< /p >

< p > > a href= "http://sjfzxm.com/news/index_c.asp" > brand clothing < /a > the "closing shop tide" of the entity store is closely related to the overall economic downturn and fierce market competition. The impact of online shops on the shop is also very obvious.

According to the China broadcasting network, compared with online stores, the store has to invest a lot of money in labor and rentals, and now many customers do not buy clothes at the clothing store, but rather choose which clothes to try on first, see the colors and sizes, and then go home to buy them on the Internet.

< /p >

< p > but Wang Xianbing, Minister of Sales Department of Guangdong Ming garment factory, said that the main reason for the serious decline of performance was the imitation of the domestic products and the lack of innovation. According to voice of China, 19 reported that some domestic brands of physical education began to expand the scope of business blindly and take the road of scale win from a few years ago. However, in the process of expansion, there were too many shops. Many domestic sports brands were not clear in positioning, and the characteristics of differentiation were not obvious.

< /p >

< p > "those who are busy with leisure can be busy with idle people."

Clothing companies are now big enough to keep them idle for a long time, but unfortunately they can not afford to stay idle. Just because people are busy with assembly line manufacturing, they do not carefully explore their own development trends. How does the future consumption concept compare with their own products and positioning expectations?

If there is any cause or effect, this time it is not "eat a cut" or "grow wiser".

< /p >