Analyzing The Backlog Of Clothing Inventory: "Look Before You Leap."

< p > the new year has arrived. < a href= "http://www.91se91.com/news/index_s.asp > > dress > /a > has the problem of enterprise inventory been alleviated? Recently, the author has learned that the problem of backlog has not been improved, but has become increasingly fierce.

If we connect the inventory related problems again, it will make the people in the industry burn up. It's really a "mess" word! < /p >

< p > then, which way can we solve the stock backlog safely and effectively? The ancients "think before you leap". The author investigates and analyzes three common ways to solve the inventory problem, which is for reference in the industry.

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< p > < strong > sales promotion is hot, but there are also disadvantages: < /strong > /p >

< p > every time a festival happens, the salesmen of the clothing company will put up a big tent or rent a shop in the street and open a sale.

With fast-paced music, swarms of people rush to buy 55% off or even 77% off of their clothing.

"This is a means for the garment enterprises to quickly withdraw funds at the end of the year.

Although they have opened hundreds of stores in different parts of the country, they may not make money. The clothing they sell will be their real profits, which is called "profit changing stock".

People in the clothing industry Mr. Ding said to the author.

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< p > near the end of the year, the Changxin road in Jinjiang is very lively.

This year brings together a number of well-known brands in Jinjiang, such as XTEP and Hongxing Erke, and the most famous ones are "Li Lang".

Every year thousands of consumers take pains to sweep goods from the surrounding counties and cities.

A full suit of 2000 yuan at a franchised store is often priced at $200-400. There are a lot of coats and trousers that only sell for 50 yuan, and the low price of 90 percent off is the reason why people are crazy.

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A staff member of the "P" lon "Ark" store said that the sale will start to surge from 9 a.m. to 11 o'clock, and will continue to be closed.

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< p > at the same time, the popularity of super explosion has attracted many famous enterprises such as tiger, Tianlun, Anta, XTEP, Hongxing Erke, Pu Le Road, "change a", "http://www.91se91.com/news/index_c.asp", "children's shoes < /a" and many other well-known enterprises, and all of them have launched their own sales promotion activities, with a discount of as low as 90 percent off.

Although the 90 percent off discount is a bit surprising, the effect of inventory through this approach is indeed obvious, with the increase in inventory and the rapid increase in cash flow.

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< p > of course, this method is also a drawback.

Related professionals believe that too low price promotion will make their brand decline in the minds of consumers, thereby seriously affecting the future development of the brand.

Sale, promotion and so on can be regarded as a stalling tactic. In the long run, it will become a habit of the consumer market.

If consumers are told that the brand is a discount brand, they will think that it is no longer worth buying at the right price, which will lead to the pformation of new products into stock.

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< p > in fact, sales specials and special sales are essentially sales promotion with discount as the main point. From the perspective of long-term brand building, it is also a short profit and long loss option.

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< p > a women's clothing enterprise in Zhejiang entered the early stage of Changsha market. It attached great importance to the cultivation of brand and consumer preference, refused to discount sales promotion, and the initial sales volume grew slowly. However, it began to grow straightly in the second years and became the main market.

In other markets, there is no emphasis on brand building and market cultivation, and direct sales promotion is not available.

In order to deal with inventory, the company took the company's inventory to Changsha to deal with it.

Because of the early brand cultivation base, inventory is quickly disposed of.

But when the new product is on shelves for second years, there will be no more customers.

Because brand value is lower than consumers, they are waiting for manufacturers to reduce prices.

The company's sales performance has plummeted.

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< p > < strong > cleaning up stock in wholesale market is long but also short. < /strong > /p >

< p > many brands, in order to clear up their backlog stocks, on the one hand, go through the sales channels of large and medium-sized shopping malls and exclusive stores, and on the other hand, they go to the wholesale market.

This is also a business strategy. Some of the old ones are relatively unsalable, which circulate from the wholesale market at a lower price, while the monopoly system maintains a relatively stable price and establishes the overall image of the brand.

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< p > recently, a new company format is very popular -- inventory clearing company.

The so-called inventory clearing company, it does is to get goods from the enterprise, to sell the floor.

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< p > "I used to think that all the stalls were low-grade goods or even fake goods, but now I find that the clothes on the morning market are more and more good, but the quality is not bad, but the price is cheap."

In the morning market near the century new town of Tongzhou, Mr. Jiang told the author that he had just bought a $200 foreign trade outdoor dress at a price of less than $200.

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< p > in fact, the quality of this "stall goods" substantially rises because of the effective operation of inventory clearing companies.

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< p > industry insider Hu Haidong told the author: in Guangzhou, China is a relatively large inventory digestion market. "They will come to Guangzhou all the year round, some even stationed a salesman here, or find a local salesman."

When the right store is met, the salesperson will call back and their boss will come.

Hu Haidong said that domestic clothing enterprises do not reject these "inventory digestible experts". "Clothes are good or bad, they are all collected, and they are generous, tens of thousands of pieces and hundreds of thousands of pieces of land to be collected. They often collect goods from the entire warehouse.

Sometimes when you meet a big warehouse, if a person can't get it, he will join other bosses in partnership. "

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< p > another thing that Hu Haidong would like to accept is that the inventory and digestion company can do the good job, which will solve the big problem for the clothing brand enterprise. "If some old goods are sold continuously, the cost is also very high."

Usually, the company will prepare the goods for one year, and the new ones will go up three times in the shop. If it can not be sold, it will be disposed of immediately.

It costs a lot of last time. "

And if the inventory is too large, Brand Company has no special channels to digest, so it can only be used to digest the inventory. "Goods are stored in the warehouse, so you need to sort out the goods."

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On the surface, P is facing different levels of consumer groups, which seems to have little impact on brands.

But in the long run, the overall image and price system of the brand are easily confused, and it is also easy to cause conflicts between the stores and wholesalers.

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It is very effective to start the electricity supplier with the trend of "P > < strong >, but it is very limited. < /strong > < /p >

< p > by the end of February 2013, Semir clothing released the 2012 performance bulletin. The company's revenue was 7 billion 37 million yuan, down 9.33% compared with the same period last year. The net profit of the shareholders belonging to the listed company was 756 million yuan, which was 38.24% lower than that in 2011.

Semir apparel said that the increase in the company's inventory led to the corresponding increase in stock price declines, and the short term decline in the gross profit margin caused by the accelerated inventory disposal was an important reason for the decline in the company's performance.

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< p > to change the status quo, since last May, Semir has changed Zhejiang fan Diya Garments Co., Ltd. to Zhejiang Semir Agel Ecommerce Ltd. Its registered capital has increased from RMB 30 million yuan to 130 million yuan, and has made great progress towards e-commerce.

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< p > Semir's specific practice in the electricity supplier is stationed in various electronic business platforms and quickly shipped by participating in sales promotion, group buying and discount.

"From the end of 2012 to the middle of 2013, inventory will be dealt with quickly."

Zheng Hongwei said.

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Less than P, Semir has the same idea.

Li Shujun, deputy general manager of GXG clothing, stressed that although the electricity supplier accounts for only 10% of the total revenue, it still needs to "go with the flow".

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< p > to start the electricity supplier system is now the choice of almost all garment enterprises, but in terms of the digestion of inventory, online shop is not necessarily the best way.

Many companies will develop some cheaper products that are suitable for online sales, but on the whole, they are only suitable for large volume strategies, otherwise they will lose money.

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< p > the industry believes that the electricity supplier has a certain role in the digestion of inventory, but if we rely too much on the electricity supplier, then it may not be the best way.

The average brand enterprise has hundreds or even one thousand or two thousand styles every year, and the amount of stock generated is often not large, "for example, there are 100 pieces left in a particular case, 50 yuan per piece, and 5000 yuan in profits."

If each of them wants to find models, take pictures and invite people to make pages, the cost is also great.

Many people have a misunderstanding that there is no cost to sell online. In fact, the cost of operating online stores is not much lower than that of offline stores. "

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< p > besides, there is no bottom line price war on the electronic business platform, so that enterprises have to push goods quickly with profits close to zero, thus becoming a helpless alternative to "breaking the tail to survive".

Take Anta's new a href= "http://www.91se91.com/news/index_f.asp" > leisure men's shoes < /a > for example, sell 239 yuan in the physical store, while in Tmall mall, group buying price is 155 yuan, which is equivalent to a discount.

If we take this as a long-term goal and fight for price, the damage to the brand will be very great.

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< p > in addition, if the control is not good, the channel of e-commerce will be more likely to cause inventory.

As an example, the total stock of van customer is up to 1 billion 445 million yuan at the end of the three quarter of last year, almost half of its sales in 2011.

Such a clothing supplier brand, rely on the low price to compete for the offline market, when there is a salable style, it will be difficult to again like the offline brand that rely on large discount sales to digest inventory.

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