Looking At The Comprehensive Strength Of Clothing Brand In Cold Winter

< p > < strong > winter clothing sales boost sales growth < /strong > < /p >

< p > the first snow in November 2012 brought winter ahead.

Influenced by many factors such as season and cold weather, the clothing sales market began to rebound after three months of "severe winter".

According to the data released by the National Bureau of statistics, the total retail sales of consumer goods increased by 1.47% in November 2012.

Among them, the retail sales of clothing, shoes and hats and needle textiles were 101 billion 100 million yuan, an increase of 20.6%, the first increase over 20% in the year.

According to the China Business Information Center, in November 2012, 50 large department stores' clothing retail sales increased by 17.5% over the same period last year, and the growth rate was 5.4 percentage points higher than that in October, the highest growth rate in 2012.

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< p > with the continuous lowering of temperature, winter wear has become the leading role in sales.

Among them, thermal underwear, < a href= "http://www.91se91.com/news/index_f.asp" > down clothing "/a", cotton clothing and other winter clothing contributed the most.

According to the data from brand stores, many brands including Bosideng, news bird, Nash, Lang Zi, Shu Lang and so on have achieved steady growth in their sales performance since the winter.

It is reported that due to the arrival of cold winter ahead of time, Bosideng store performance growth, while the performance of e-commerce brand is also speeding up, only "double eleven" Bosideng Internet sales will exceed 100 million yuan, reaching 101 million 400 thousand yuan.

According to the relevant data, the retail sales of the brand retail store in the past two months were 130 million yuan and 150 million yuan respectively.

According to the director of the brand marketing department of Shu Lang, the sales performance of Shu Lang has been on the upward trend throughout the whole winter, and the sales performance has shown a larger increase than before.

In particular, the long season coats and down garments are more prominent.

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< p > < strong > the marketing tactics of big brands < /strong > < /p >

< p > analysis of the reasons for the increase in clothing sales, the industry's retail industry veteran said, first of all, the year is approaching, people's consumption power has a big release.

The clothing industry has entered the peak selling season, and all brands are ready to make preparations, and the sales promotion is intensified.

Second, with the fall in production costs, the price increase in autumn and winter clothing in 2012 was significantly slower than that in spring and summer.

Once again, the cold weather strongly pushed the autumn winter clothing sales, and the major enterprises responded quickly and timely seize the opportunity.

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< p > cold winter will undoubtedly add to the sales of Bosideng brand. Bosideng's strategy of taking down garment as its core business has been successfully verified again.

It is understood that Bosideng electric company started preparations in advance of more than 1 months, the use of "direct + distribution" two pronged approach to maximize integration and optimization of resources.

In order to improve the speed of logistics distribution, Bosideng invested 5 million yuan this year to build a small distribution center for electric business and put it into operation. The overall operation efficiency has been raised and the number of daily orders has been increased from 6000 to 25000.

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In the interview with our reporter, the head of brand marketing department of Shu Lang said that according to the plan of the enterprise's annual "a href=" http://www.91se91.com/news/index_s.asp "overall strategy < /a >, he adjusted the sales targets, production targets and management objectives in time, and encouraged the sales team to make preparations in all directions." P "

He also used timely feedback from the market to adjust the fashion design in time.

In this winter, Shu Lang not only promoted the promotion of new products, but also introduced some special goods for special purpose, giving sincere feedback to the customers at low discount, enhancing customer loyalty to the brand, and accumulating high popularity for store sales.

During the whole new year's holiday, he combined online activities and offline activities to enhance the overall sales performance of the company while expanding the publicity of the brand's own image.

In addition, many brands such as Mei Teng are wearing colored clothing this year, and their products are mainly white, which adds a lot of energy to winter.

According to the person in charge, in marketing strategy and publicity, he paid more attention to the enhancement of professional quality.

Strengthening the professional quality of the sales team is one of the important means to ensure that the brand enjoys the upper hand in the market.

In 2012, the company incorporated various public welfare elements into various marketing activities. For example, the Chinese public welfare activities on the theme of "big hands and small hands, let love spread", not only converged the love of all the staff, but also pmitted the love activities to the national storefront of GOGIRL, so as to guide the customers to understand and take part in this public welfare activity. Through their immediate actions, they gathered the love of all sides and warmed the sick children in winter. They not only expanded the popularity of the brand, but also appealed to the more loving people in the society to offer their love for the sick and children.

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P > strong > terminal sales embodies enterprise comprehensive strength < /strong > /p >

< p > cold winter clothing sales show that for those big brands ready to wait for the opportunity, no matter how the external environment changes, they can always react quickly and seize the opportunity everywhere.

And for those who lack experience and poor strength, this sudden cold has made many garment enterprises unprepared.

On the one hand, because of the past listing rhythm, November belongs to the autumn sales season. Many winter clothes such as cotton padded clothes, down garments and so on have not been formally put on the shelves. In the face of a sharp increase in market demand, many brands are unable to supply the goods. Although the sales market is booming, but because of the different circumstances of the enterprises themselves, they can only be disappointed.

For some enterprises that are too late to prepare, the early arrival of winter clothing has led to a serious backlog of autumn wear.

Some of the salesmen of the company said that since the first snow began, winter clothing was on sale, and some of the autumn clothes had been packed and had to be sent back to the warehouse.

On the other hand, due to the increase in sales of winter clothing, some garment enterprises are short of stocking, so they have to rush to contact the processing factories. The order is too concentrated, which makes some garment factories lack of manpower and tight production capacity.

The director of a clothing Limited company expressed his worries to the media. Many local manufacturers' orders were already full, and there was a fatal injury to the processing plants in the field.

"A garment from the order to delivery, usually in about three weeks, and if it is outside the province, the speed of circulation is often very difficult to achieve this requirement.

If it's not good, it will become a stock. "

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< p > in fact, the sales situation of terminal < a href= "http://www.91se91.com/news/index_cj.asp" > consumer market < /a > can show the reaction ability and comprehensive strength of an enterprise.

Because once the demand arises in the terminal market, the garment enterprises must have the ability of rapid response on the one hand, and the ability to foresee and avoid risks on the one hand. In the whole strategy strategy, we must make constant changes and make preparations for the rainy day.

In unexpected situations such as seasonal changes, it is obvious that how to arrange production, delivery and after-sale services is a test of the comprehensive ability of enterprises.

For example, for this winter, although it is a good opportunity for many enterprises, it may be more feasible for some other enterprises to preserve their strength and develop steadily.

The head of a garment factory told the media that although the market situation is improving, its factory is still running at full capacity, and it is also selective.

In his view, maintaining flexible production is a relatively good state.

Indeed, in the face of change, we must seize the opportunity while doing our best.

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