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Fashion Business Model Innovation Is Imminent. "Brand + Wholesale" Mode Needs Improvement.

2013/3/22 9:04:00 13

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China Apparel Association Apparel Industry Chain XTEP Apparel

inventory may become the last straw to crush a href= "http://www.91se91.com/news/index_s.asp" > sports brand < /a >.

The reporters found that March should have been the time when all brands were less than a href= "http://www.91se91.com/news/index_cj.asp" > spring dress < /a >. However, a lot of sports brand stores were playing a big promotional card instead.

Looking back to 2012, it is a tough year for foreign and domestic sporting goods industry.

Market downturn, rising manufacturing costs, overloading of clothing inventory and other issues, leading to the domestic and international well-known sports apparel enterprises last year, a sharp decline in performance, profitability of enterprises declined sharply, a wave of shops also spread.

< a href= "http://pop.sjfzxm.com/popimg/xm/index.aspx > > clothing > /a > inventory has further influenced the development of brand.

the shop is in the promotion force /p >

Adidas's own family has robbed their own life.

with spring coming quietly, traveling has become the first choice for many citizens to spend their weekends. Outdoor and sports brands also seem to have welcomed the spring of clothing brand in 2013.

Recently, the reporter visited the Adidas store in Sanlitun. In the Adidas building of SOHO logo building in Sanlitun, reporters found that there were not many consumers visiting shops.

In addition, many consumers came to the shops and asked, "are there any discounts?" according to the recommendation of the salesmen, the reporter found that many men's sports training shoes can also be bought at 50 percent off of the price. Under the inquiry, the salesmen only indicated that they were special promotions, rather than those of Chen shoes.

in the Adidas Trifolium and Adidas stores in the Oriental Oriental outlets, the reporters found that the commodity prices were 60 percent off and 20 percent off, respectively. Compared with the price stores, the discount price is not an absolute advantage.

The independent critic of shoes and clothing industry, Ma Gang, once said, "the people who get the channel get the world", and the continuous expansion of the sales channels has made the sales volume of each brand straight up, reflecting a continuous growth trend in its turnover and net profit.

Does the price store join in the sales promotion force? Will this affect the sales performance of factory stores and discount stores? If their own people grab their own business, it will be a really worthless business.

sports brand set off shop shop tide

can we solve the malnutrition after the crazy expansion?

following Lining's 2012 forecast of the first loss in 8 years, Anta sports released the 2012 financial report in the end of February this year. The net profit in the first 5 years has declined.

Subsequently, the annual performance of 2012 was disclosed, and net profit fell by nearly 40%.

over the past year, most sports brands have encountered unprecedented difficulties, and various negative remarks have emerged one after another. The performance of many sporting goods companies has fallen to the bottom of recent years.

Data show that the number of stores in China's six major sports brands has exceeded 3000, but last year alone, PEAK shut down 1323 stores.

In March 8th, PEAK store, located on the two floor of the national Rui City, was also officially closed.

Liu Xiang, director of public relations, said in an interview with the Morning Post reporter: "the area of national Rui town is less than 100 square meters, which is a small basketball shop, and the price of goods is relatively high." Liu Xiang

And the direction of company reform is to build large stores and flagship stores.

PEAK reported yesterday that its turnover decreased by 37.5% in 2012, and its gross margin fell from 39.4% to 36.5%.

Among them, the average inventory turnover days were 80 days, an increase of 31 days compared to the same period last year.

The number of PEAK stores decreased by 1323 to 6483 at the end of 2011.

According to Sina Financial Report, PEAK CEO Xu Zhihua said PEAK's goal is to control the number of stores in about 6000.

Ma Gang, an independent critic of the footwear industry, once said that the domestic sports industry downturn appeared as early as the first half of 2012. The homogenization of products and the limited domestic market made many brands difficult to manage. Many brands, after experiencing the rapid expansion from 2008 to 2009, suddenly encountered the embarrassment of increasing competition in 2011, declining market share and storing P days.

After the early days of horse racing and crazy expansion, many sports brands had "malnutrition". Insiders said that the shop was just a superficial job. To really break through the difficult situation, we should start from the channel.

the "stock" is high in the earnings report /p >

go stock is still the main theme of sports brand 2013?

look at the results of the listed garment enterprises in 2012. We will find that the clothing industry is full of worries, high inventory and low profits are coming along.

In the first half of 2012, the total inventory of 42 listed garment enterprises, such as Lining, Anta, 331, XTEP and PEAK, was up to 48 billion 300 million yuan.

Among them, the largest stock is YOUNGOR, followed by red bean shares, Mei Bang clothing, Semir clothing and Lining, with a stock of less than 100 million yuan of only 4.

three quarter is even worse.

In the three quarter of 2012, the inventory of clothing and home textile enterprises increased significantly, such as the stock of Hong Kong Group and the China International Group, which reached 3 billion 978 million yuan and 3 billion 481 million yuan respectively.

As the third quarter sales continued to slow down, the snowball of clothing companies was bigger and bigger.

although the "clothing inventory is enough to sell on the market for three years" is criticized by the clothing industry association, it is not true. "The 2013 clothing brand sales inventory period is coming to an end" also seems to give the clothing industry a lot of hope, but the current situation of the apparel industry is still not optimistic.

In the evening of March 12th, the annual report of Chinese clothing announced that the company's operating income in 2012 was 1 billion 565 million yuan, down 11.82% from the same period in 2011, and net profit loss was 44 million 174 thousand and 800 yuan, down 1608.32% from the same period in 2011.

As a result, the company has become the first known loss company in clothing listed companies.

Not long ago, in March 8th, three months after the suspension, the announcement of restructuring of Chinese clothing was proposed to be pformed into a fertilizer company through asset replacement.

recently, Zhou Chengjian, chairman of the US bond company, emphasized in the 2012 annual performance briefing of the American bond show that the original multi brand expansion plan will be abandoned in 2013, focusing on the existing brands and highlighting the differences.

Although according to the results released by the state of the United States, its inventory has decreased by the end of last year, from 2 billion 560 million yuan at the end of 2011 to 2 billion 6 million yuan, but it is not optimistic in 2013. Whether it is 2 billion 6 million yuan of stock itself or net profit dropped by 29.55% over the same period last year, inventory is still a top priority at present.

Zhou Jiancheng said: "after the listing of the US bond market, we want to make more choices for consumers through multi brand strategy.

But today, this direction is wrong.

In Zhou Chengjian's view, the inventory problem of the company was mainly due to the multi brand expansion of its early stage, which led to a lot of arresting. The result was not captured. The high-end city series ME&CITY launched in 2008 has been a drag on the company's performance.

business mode innovation is imminent. /p >

Chen Dapeng, executive vice president of the China clothing association, published an article at the beginning of 2013, saying that 2013 is the key year for China's garment industry to build a strong country.

We should take the industrial chain as the main line to comprehensively enhance the new advantages of the industrial chain. We should start with product development and design, strengthen interaction and docking with upstream links, and coordinate innovation; we must sort out the industrial chain, encourage division of labor, do fine work, and make new design and comprehensive optimization on the basis of ensuring the maximum interests of each node, so as to create an international ecological chain with linkage innovation function and achieve double value.

in addition, we should take the business mode innovation as the theme, comprehensively enhance the new advantages of the market value, carefully study the consumption demand, further intensify the consumption value proposition, and constantly innovate the marketing mode to enhance the brand attractiveness. We must constantly improve the terminal quality, integrate the sources of the channel, actively explore new possibilities of cross boundary cooperation, gain the right to speak in the market, make great efforts to market operation and construction, strive to innovate the retail management, and integrate logistics, information flow and capital flow on the basis of perfecting the service chain, so as to realize the maximum value.

"brand + wholesale" mode needs to be improved .

regardless of Chinese trend, Lining, or later Anta, XTEP, PEAK, all adopt the mode of "brand + wholesale", that is, playing the role of brand, responsible for front-end brand marketing, product design and production, and all the retail of the back end to the agent.

Chen Yihong, chairman and CEO of China trend board, has said that under this mode, as long as the goods are sold out wholesale, the sales volume of the brand will be formed, so the brand will not pay attention to the change of the retail side.

Once the agent overestimates the market demand and stockings, the stock will come out. It will support the brand dealers, ask for a period, or even demand a return, otherwise the partnership will break up.

The "kidnapped" brand had to give.

the wholesale mode of Chinese clothing enterprises is similar to that of Adidas, that is to say, it is only a brand dealer, but not a channel.

But the difference between the two is that Chinese brands lack the brand appeal of distributors.

Therefore, the core crisis of China's apparel retailing industry is not stock, nor Internet, but the lack of brand power.

Chinese clothing brands should not only make clothes, but also interpret a kind of life attitude and display it, and ultimately achieve "atmosphere, quality and competitive price".