Terminal Unmarketable Cannot Press Goods, Clothing Enterprises Are Forced To Lower Their Figure.

< p > knowing that crazy discounts will affect profits, but in order to consume high inventory, < a href= "http://sjfzxm.com/news/index_f.asp" > clothing < /a > enterprises can only drink poison to quench thirst.

For more than a year, "broken tail survival", completely ripped the clothing industry gorgeous clothes.

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< p > yesterday, the United States' a href= "http://www.91se91.com/" > dress < /a > disclosed the 2012 earnings report, the annual net profit fell by 29.55%.

Public data showed that 40% of the apparel listed companies that had disclosed their 2012 performance forecasts fell sharply.

When the executives of listed companies appease the "industry inventory in 2013 to solve all problems", the reporter contacted the industry insiders said "inventory is not yet the most difficult time".

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< p > < strong > "sewer" strictly blocked performance stock not to "safe area" < /strong > /p >

< p > flush statistics, by the end of 2011, 18 A clothing enterprises accumulated 8 billion 682 million yuan of merchandise stock, until the middle of 2012, the stock remained at 8 billion 494 million yuan line.

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Under the stock curse, the price war in the clothing industry is becoming more and more intense. The large sale of the network, discount stores and department stores will become the "sewer" to clean up the stock, and the damage to the performance of the listed companies can be imagined. "P"

According to the 2012 annual report, the latest annual report released by Smith Barney, last year, its operating income was about 9 billion 510 million yuan, down 4.38% compared to the same period last year. Net profit attributable to shareholders of listed companies was 850 million yuan, down 29.55% compared to the same period last year.

Just a few days ago, the Semir dress, which was also known as a href= "http://cailiao.sjfzxm.com/matertial/show/default.aspx" > casual wear "/a", also announced that its revenue was 7 billion 37 million yuan last year, down 9.33% from 7 billion 761 million yuan in the same period last year, and net profit attributable to shareholders of listed companies decreased by 38.24%, which was only 756 million yuan.

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< p > under the nest, the safety of eggs has been completed. The data show that 40% of the apparel listed companies which have disclosed the 2012 performance forecast have fallen sharply.

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< p > a positive sign is that by the end of 2012, the amount of the US stock has dropped from 2 billion 500 million yuan at the end of 2011 to 2 billion yuan at the end of 2012.

Reporters learned that at the end of last year's institutional exchange meeting, Semir apparel executives also judged that "casual wear inventory will be resolved in the first half of 2013, and other clothing categories will be resolved throughout the year."

Generally speaking, the order of clothing inventory crisis is sporting goods casual wear men's clothing - women's wear / children's wear.

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< p > for this reason, the head of a large clothing consulting company is not optimistic. "In fact, inventory is not yet in the most difficult time, because the garment industry has not experienced such a big decline in history, so we are still cautious about the stock clearing.

The only other thing is not to make the goods. Dealers sell the goods on their hands and sell them, and the Brand Company takes back the money on credit.

Only when the earnings growth rate of the company (representing the franchisee take delivery growth) is lower than the terminal growth rate, it means that the stock is coming to an end.

In view of this, the vast majority of garment enterprises have not reached the "safety zone".

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< p > < strong > Terminal unmarketable, unable to suppress goods, enterprises are forced to lower their positions < /strong > /p >

< p > at present, the spring stores of major shopping malls are listed. The reporters found that the price rise of commodity units is not obvious, and a large number of brands are on sale.

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< p > "recently, we have been in contact with a number of garment enterprises. We all agree that the pressure in 2013 is still relatively large, and enterprises are no longer active in pressing goods, and they want cash back."

A brokerage researcher in Shanghai said.

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< p > according to the data provided by the foregoing service consulting company, the 2013 spring and summer ordering industry will generally decline by 20%-30%. "Many enterprises have two years old goods on hand, but if there are no new products, they will not sell."

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< p >, he said, China's joining mode is destined that Brand Company will not take the initiative to care about channel inventory, and the boss will not reduce the amount of orders unless the terminal is really pressed.

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< p > listed companies no longer chase beautiful data.

Because the order of the franchisee is cautious and the amount of orders ordered by the company is reduced, the number of orders in 2013 will increase.

Executives also told institutional investors, "it is better to store fabrics and not to overstock them."

However, the company is reluctant to reduce sales, "if the 3 quarter of continuous price cuts will have a big impact on the brand."

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< p >, on the contrary, the product price of the Spring Festival and summer ordering products decreased by 15%-20% compared with the previous year. The company's consideration is that "there are a lot of brands that are below the price of the company's products to enter the market. In order not to commit any mistakes that Lining has made, the company takes the initiative to adjust."

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< p > < strong > industry think about "who to learn" layout of the three or four line city < /strong > < /p >

< p > reporter learned that Semir apparel executives have expressed their opinions to institutional investors. "After this round of inventory crisis, all clothing practitioners are very deep lessons. This year there will be a relatively low inventory in the whole industry, or even overcorrection."

In his view, inventory is not the most serious problem, the key is the future mode of the problem, the mode should be pformed into a more sophisticated management, more targeted user experience.

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< p > the company revealed that the next step is to adjust the core direction of the product, the key is who to learn.

In view of "UNIQLO you can't learn its fabric and cost, ZARA can't learn fast design and supply," or the company will take the H&M route.

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< p > American Apparel is also secretly planning.

The company has implemented the product manager responsibility system, which includes four series of product lines: Men's wear, women's wear, accessories and children's wear. Each product line covers all aspects of planning, design, production and retail, and product managers directly connect with suppliers.

The company has also intensified its efforts to develop short term products with quick response, and the proportion of short term products will continue to increase.

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< p > because of the low integration cost in many industries, many companies have also put some distributors (provincial agents) directly into the camp to further strengthen the terminal control capability.

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< p > domestic clothing brands do not have no chance to reverse.

The head of the aforementioned service consulting company reminded that "consumers in the three or four tier cities are too far away from Europe, the United States and Japan. The foundation of foreign brands is far from that of domestic brands."

Coupled with foreign luxury brands will not cut prices to seize the market, so these big cards have no channel to sink to the three or four tier cities.

It is reported that many listed companies are now feeding the above areas, "pricing high, but focusing on customer management, and seize limited customer sources."

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