The Development Of Shoes And Clothing Enterprises Is Hindered By The Backward Operation Mode Of Shopping Malls.

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< p style= "text-align: center > > the discount of shopping malls has brought a lot of frustration to the brand < /p >

< p > "at the end of this year, the pressure of company inventory is expected to be clear," said He Ruibo, chief financial officer of XTEP (franchised store), "and intends to close 100-200 more."

In fact, Lining (franchised store) had nearly 1000 stores in the first half of 2012.

The number of PEAK stores closed to 1300 in fiscal year 2012.

Anta closed at least 110 stores in 2012.

China's trend: Kappa brands decreased by 569 stores in the first half of 2012.

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Behind the P store is the meager profit or even the loss.

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< p > "no one will buy it."

Zhao Ming is a shopkeeper of a women's clothing store in Xidan shopping center, Beijing.

In 2008, she entered the shopping centre to run high-end women's clothing, lost nearly 200 thousand yuan in two years, then repositioned, business improved, but by the middle of 2011, sales began to slide rapidly.

"The rent is too expensive," Zhao Ming said. The 5 square meter store needs 8000 yuan monthly rent.

"In recent years, rent has risen by no less than 50%."

Semir Beijing Xidan store clerk said.

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< p > in fact, the rent increase is not only Xidan but also universal.

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< p > SOHO China CEO Zhang Xin has revealed in micro-blog that the rental of a shop downstairs has doubled.

And the rent of shops has risen, which has been showing signs since the first half of last year.

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< p > according to Gao Li International released the two quarter of 2011, the Beijing property market report shows that the average rent of Beijing shops market hit a new high since the first quarter of 2009, and the average rent of the first tier of the high-end shopping center rose by 1.77%.

The research results of China Shopping Center Industry Information Center show that in 2011, 2812 shopping centers in 106 cities across the country, including premium shops rents increased by more than 30% last year.

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< p > "at present, retail chains are working for real estate owners."

More than one retail analyst said.

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< p > "the impact of rent increases is greater."

Semir < a target= "_blank" href= "http://www.91se91.com/" > dress < /a > Securities Department staff said.

As a result, Semir began to take measures to purchase property.

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< p > Semir announced that it intends to use the 156 million yuan to raise the 100% stake of the Zhejiang Chinese Industrial Company. For the property located in the core business circle of Hangzhou, Semir apparel has paid a premium of three times.

Obviously, Semir is mainly to increase and expand stores.

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< p > because "rent or rent is generally 20%-35%", and in order to attract guests, there are discounts, which is undoubtedly adding to the a target= "_blank" href= "http://www.91se91.com/" > clothing /a > brand.

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< p > this is like a declaration of war.

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Before P came to the market in November 11, 2012, the 52% off promotion was launched by Guang Bai, and modern department stores and Dongshan Department stores also launched a promotion plan of up to 3-4.5 discount.

"Shopping" brought about rapid sales, such as the "100 Fashion Shopping Festival" on the opening day to reach 45 million yuan.

"Department stores are on sale," said a senior manager of a department store in Guangzhou. "We will lose customers without discount."

The terrible thing is, "the department stores are constantly breaking the bottom line of discount."

Huang Wenjie, executive director of Guangdong provincial Circulation Industry Association, and chairman of Guangzhou Chu Rui consulting company, said.

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< p > but profits are clearly falling.

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< p > statistics from flush show that, in the first three quarters of 2012, the net sales rate of 50% retail sales of listed companies decreased year by year.

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< p > "endless discount activities in the shopping mall", so that brand enterprises will lose money and make more money. The more they sell, the more they will pay.

Cao Shengkui, Beijing Carmen apparel Co., Ltd.

In this regard, Luo Jie fan, vice president of Parker land limited liability company in Beijing, has realized that sales of discount Park in the Southern Shopping Center increased by 50% through discount sales, but the profit is negative growth, selling one piece to lose one.

Luo Jie fan calculated, combined to play the equivalent of 80 percent off.

"The discount rate of shopping malls is too great. The mall is sacrificing the brand interest to attract consumers and increase their own interests under the predicament.

Its buckles are calculated according to the total sales of the brand, but not your life and death.

He lamented that entering the shopping mall was "working for the shopping malls".

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P has no alternative but many brands have marked the price very high.

A price < a target= "_blank" href= "http://www.91se91.com/" > clothes < /a > the price is often thousands of yuan.

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< p > "now the shopping mall is always mobile half off, the price is higher, the discount activities in the mall can not participate."

Some enterprises say so.

In this way, the discount of the mall will cause consumers to form a vicious circle without discount or shopping.

Even so, shopping centres are not accessible to anyone.

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Zhou Xuncai, chairman of Fujian Finance & amp; Mao Group Co., Ltd., has a deep understanding of P.

In 2009, he began to take over the children's clothes.

"At that time, I was ambitious and ran more than 200 stores in a year and a half.

At the beginning, it was also invited by some shopping malls, but later there was no more.

Zhou Xuncai said.

"At the beginning of the shopping mall, the feeling is very popular, always getting the smallest area at the top level, and then simply" unfairly ".

He said that a shopping malls from the general manager to the floor manager, to the manager of children's clothing department, on holidays, you have to "pay tribute" red envelopes, "you have not yet entered the shopping mall, first to give you a social checklist, how the more than 200 stores can cope with it."

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< p > however, Cao Shengkui has relatively comfortable experience.

While running his own "water boy" children's clothing, he also represented some international luxury children's clothing brands such as Armani.

"When you wear Armani children's clothing, you go to the mall to discuss the conditions, it is much lower than your brand, and the location is very good, the area is very large, the store manager thinks Armani should have such treatment."

Cao Shengkui said.

The conditions for entering the shop are still improving, prompting Cao Shengkui to make up his mind to open a store.

"In 2012, the company opened 98 stores."

Cao Shengkui said that the opening of new stores has been effective in the second half of the year, and the company's performance has increased. The main reason for the increase is to open new stores and raise prices.

"Of course, the problems also follow, and the comprehensive operating costs also rise rapidly."

Cao Shengkui said that the number of shops opened so far, we should make more contributions to enhance the performance of single stores and improve management.

"It is possible to grow at a certain stage through opening up shop, but it will still impose heavy yoke on itself if it continues to open."

Cao Shengkui said that enterprise development must grasp the pace of development.

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< p > "I strongly agree with Cao Zong's view that the desire of enterprises is a little more demanding. I feel the same way, especially since last year and the year before last, and the company has been developing too fast, which has created some pressure."

Zhao Jianhe, chairman of Fujian Green Group Co., Ltd., said that enterprise development must be gradual.

The survival rate must be higher than the growth rate of the storefront, giving priority to consideration.

"Doing business is making money by new money, not by selling stocks, so we need to slow down the pace of development, train the details and make new plans."

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