PEAK Shoes And Clothing Industry Should Be Alert To "Hollow" Invisible Killer Or Collapse.

Reporters learned that under the temptation of huge profits in real estate, Wenzhou Huajian shoe industry and Aokang Group Wuhan Taihe and red people are entering the real estate industry. Red Dragonfly It also entered the real estate, financial and educational industries, and Kangnai entered commercial real estate and business. In addition, YOUNGOR, Shan Shan, Hong Dun, Metersbonwe and other domestic clothing brands are cross-border business for many years. These casual shoes and clothing enterprises have released the danger of "hollowing out" in the brand.

　　 Why does the enterprise appear "hollowing out" phenomenon?

In the period of specific transformation, the phenomenon of "hollowing out" is Casual footwear There has been a trend of spread in enterprises. The trend of "hollowing out" of the current enterprises is becoming more and more concentrated. The expert who focuses on the breakthrough of the Chinese clothing retail industry, the experiential marketing proponents and the multiplier mode, Min Guangya told reporters that the "hollow" of the enterprises is mainly caused by the following four factors:

First, the cost of footwear industry continues to rise, while the industry overcapacity is serious, product prices are not rising, and corporate profits are declining.

Second, tariff policy. In Southeast Asia, shoes and clothing exported to the European Union, Canada and Japan can be exempt from customs duties. The preferential tax rate is about 11%, and the investment risk of Southeast Asian countries is relatively small.

Third, entrepreneurs are short-sighted and impetuous, unwilling to do business. From the real economy, some of the money is concentrated in real estate, stocks and resources, while the other part goes to usury, private equity, capital operation and other fields. The decline of Han style clothing represented by the red man and Taihe is one of the main reasons. Meanwhile, the cat's clothing in Wuhan and the dedication to make clothes are already the leading women's underwear industry in China.

Fourth, avoid risks. Since the European subprime crisis, the impact of the international economic crisis has spread to China, and export sales have plummeted. At the same time, the domestic real estate industry is booming, and financial investment is also booming. So most enterprises began to enter real estate and invest in banks and schools. In the new industry, the original company's lean personnel have been diverted to real estate companies and financial companies. The number of the original industry has dropped sharply, and the profits of our businesses have declined, or even a loss has occurred. Many years later, we found that the problem was serious. We rushed to the hospital again and again, looking for the best people to save the enterprise. Wenzhou shoes and clothing and Han style clothing red man and Taihe are typical cases.

　 "Hollowing out" into invisible killer, or will lead to enterprise failure.

According to the Zhejiang Provincial People's Congress Financial and Economic Commission's Research Report on the economic performance of the province in the first half of 2012 (hereinafter referred to as the "Research Report"), the number of Zhejiang enterprises in the first half of 2012 has been significantly reduced. The number of enterprises in the 3998 Industrial Enterprises above Designated Size in 2012 has been closed down in 2012, and their output value has dropped by 2276 over the same period of last year, with a drop of 57%. More than 60% of scale enterprises in Wenzhou have cut down production or stop production. So far in 2012, there were more than 100 shoe factories in Wenzhou, and more than 100 were closed. These bankrupt enterprises are closely related to "hollowing out".

In addition, the survey report shows that in the first 5 months of 2012, the profits of large, medium and small enterprises in Zhejiang decreased by 23.8%, 18.3% and 14.3%. respectively, but the overall cost of production and operation continued to increase. Interest expense was 42 billion 500 million yuan, an increase of 36.6%, equivalent to 43.9% of the profits of the same period, and the cost of labor increased by about 15%. At the same time, the overall tax burden is generally higher. According to the quarterly survey conducted by the Zhejiang Provincial Commission of letters, thousands of key enterprises showed that 42.9% of the enterprises reflected two orders in the same period, a 3.1 percentage point increase over the first quarter.

It is understood that some of the casual shoes and clothing enterprises appear funding fragmentation is also related to the enterprise "hollow" has a certain correlation.

Min Guangya said that in the highly developed countries and cities, due to the pursuit of sound economic services, most of the material production departments have been transferred to less developed countries and cities. The decline in the proportion of casual footwear industry is not a bad thing in itself. It may reflect the improvement of technology and productivity, or the company has better investment channels and profit sources. But this is only the positive side of the problem, and there is also the negative side. The negative aspect, that is, the atrophy of industry, means the weakening of the social and economic foundation. Without the foundation of industry, it is impossible to have a prosperous service society or technological progress. If the industry has been shrinking for a long time and "hollowing out", the prosperity of the service industry may remain for some time, but it will eventually collapse.

The phenomenon of Industrial Hollowing often occurs in the transformation of enterprises, and is the self protection after the enterprises' advantages and disadvantages. If the enterprise "hollowing out" continues to expand, business operators can not well understand this phenomenon and evade it, it is easy to appear the existence of the industry, although "do not quit, do not write off", but it is the "zombie enterprise" that exists in name only.

As for the consequences of "hollowing out" of enterprises, Min Guangya said that the influence of the brand comes mainly from industry. If the traditional industries are stopped, the new property and finance will be adversely affected. In order to maintain the original industry, industrial companies are forced to continue to operate, but business support is mainly based on the existing real estate and financial sector blood transfusion. In order to reduce labor costs and technology investment, industrial companies are actually gradually reducing some of the investments that should not be reduced, making the operation of enterprises more difficult. Over time, the problem has not been solved with the passage of time. The operation of industrial companies is more difficult and the brain drain is serious. The original design and technology advantages have vanished and the status of the industry has plummeted. What is even more frightening is that domestic real estate and finance are affected by the macroeconomic regulation and control policies of the state. The momentum of development has begun to moderate, and profits are no longer rich.

After the "hollowing out" of enterprises, they are bound to take defensive measures. In a hurry, they do not make precise analysis of the industry, and combine their own resources to make good solutions. As a result, low competition means such as discounts and low product quality are common occurrences, disrupting the competition order of the whole industry, making the whole industry more chaotic, and have a great impact on the healthy development of the whole industry. Min Guangya analyzed.

　　 Be vigilant about "hollowing out", strengthen confidence and do well in industry.

Xu Jingnan, vice president of Fujian General Chamber of Commerce and chairman of Fujian PEAK Group Co., Ltd., told reporters that at present, sporting goods enterprises have not really appeared "hollowing out" phenomenon. Sporting goods companies are making great efforts to do business. They are doing solid sports shoes, and sporting goods companies are also actively contributing to China's sports industry.

However, for sporting goods companies, we should be alert to the "hollowing" of casual footwear. It is understood that Li Ning Co and extraordinary China announced separately that the extraordinary China plans to spend HK $1 billion 359 million to buy about 25% of Li Ning Co's shares. The industry believes that Li Ning Co's financing action is intended to enter the real estate industry.

As for sports products enterprises, how to avoid the phenomenon of hollowing out like some casual shoes and clothing enterprises, Min Guangya, a real expert in the brand breaking expert and performance multiplier mode, said that for sporting goods companies, to avoid the "hollowing out" of enterprises, the first thing to change is the concept. In fact, the space of shoes and clothing industry is very huge. The domestic shoe and clothing industry is just starting from the developed countries in Europe and the United States, and the physical industry is promising. It should have the determination and confidence to dig deep into the potential of the industry. Therefore, in the specific business operation, we need to innovate ideas, achieve the scale effect of production capacity well, reduce costs, enhance our visibility in the domestic market, dig deep into the brand, make intensive farming, do well in brand precipitation, and truly make a hundred years brand.

In addition, Min Guangya also said that when faced with the "hollowing out" of industries, the shoe enterprises in transition should seize the opportunity to form an effective industry replacement mechanism through the overall strategic transformation of the company. Let companies have various prerequisites for transformation. As long as we push ahead with transformation, the economy is always upwards. The short run of profits is the price of transformation. If the transformation is successful, profits will rise naturally.

Min Guangya analysis, the reason why the real economy of shoes and clothing enterprises is due to a warning. The rapid development of financial services in Europe, the relocation of a large number of manufacturing industries has led to the hollowing of the real economy. The high welfare under the virtual economy has left the economy with no external force to "blood transfusion", which is an important reason for the "sovereign debt crisis" sweeping across the continent. Japan is also not spared. Industry "hollow" let Japan "lose ten years", sporting goods enterprises should be vigilant "hollow". Just like hollow radish, not in winter hollow, but in spring.

The outline of the Twelfth Five Year Plan for national economic and social development of People's Republic of China clearly states that China is still in the primary stage of socialism and will remain in the primary stage of socialism for a long time. Development is still the key to solve all the problems in China. Insisting on development is the essential requirement of insisting on scientific development. In addition, the "12th Five-Year development plan" of the textile industry also clearly stated that we must lay a more solid foundation for the realization of a strong textile country.

Sporting goods enterprises should establish a sense of "industry first". From the perspective of the whole industry chain, sporting goods enterprises should be alert to the "hollowing out" of casual footwear enterprises. Sports goods enterprises should lay a solid foundation for sports industry, make the industry stronger and bigger, and contribute to the goal of industrial power.