Where Is The Way To Pform Domestic Clothing Brands?

Recently, two news events in the field of < a href= "http://www.91se91.com/news/index_c.asp > > dress > /a" are quite intriguing.

First of all, the annual report released by Li Ning Co on 26 shows that in 2012, the company's revenue decreased by 24.5% compared with the same period in 2011, a huge loss of 1 billion 979 million yuan. Lining, the domestic sports clothing giant, has tasted the bitter fruit of "over expansion" after experiencing the rapid growth period. Secondly, the "exception" of the local clothing brand has been popular, and has become the focus of public attention.

< p > is also the local clothing brand, two contrasts, the contrast is huge.

How to upgrade local clothing brands is different from every company.

But industry experts pointed out that strengthening the training of clothing design talents is the key to industrial development. Only with good design at the world level is it possible to have a large market.

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< p > < strong > it is difficult to turn around the store by closing the store, < /strong > /p >

< p > Li Ning Co announcements show that in 2012, the company closed 1821 stores nationwide, about 22.06% of the total shops, closing 5 stores on average, and the number of turnover days increased from 72 days in 2011 to 90 days.

The reason for the loss is the reduction of wholesale sales, provision for accounts receivable and inventory, related costs of implementing change plans and channel rehabilitation plans, and other restructuring costs, the announcement said.

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< p >, Lining further explained that the saturation of China's sports clothing industry in 2012, and the continuous deepening of the Chinese market by Adidas, Nike and other international sports brands made the competition more intense.

Despite the fact that retailers have taken various measures to clean up inventory throughout the year, the overall growth rate of the industry is still slowing down. The excessive expansion of the sporting goods industry has caused a lot of inventory to be accumulated in the sales channel, which has a negative impact on profitability.

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< p > poor performance is not the Lining family.

In 2008, the Beijing Olympic Games made our country blowout, and then gradually declined.

PEAK, 361 degree, and Anta have released performance reports recently. PEAK's turnover is 2 billion 903 million yuan, a decrease of about 37.5% compared with the 4 billion 647 million yuan in 2011, with a net profit of 311 million yuan, a decrease of 60.1% over the same period last year, and 361% net profit of 715 million yuan, a decrease of about 37% over the same period last year, while Anta's net profit was 1 billion 360 million yuan, a year-on-year decline.

In addition, the average inventory turnover days of each company increased.

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< p > it is noteworthy that the enterprises mentioned in the annual report show that the main reason for poor performance is that the inventory adjustment and the weak economic situation of the entire sporting goods industry last year had a negative impact on the demand for sporting goods.

What is interesting is that in the face of difficulties, all major enterprises have adopted a large-scale closed shop to deal with them, and the procedures are quite consistent.

PEAK has closed more than 1300 stores all year round, and Anta and China have closed around 600 stores all year round, and the top 6 brands have closed nearly 5000 stores.

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< p > for this, industry experts say that in recent years, the brand of sportswear has been under great pressure, and the price war has never stopped. The problem of inventory caused by blind expansion has become more and more serious. Many brands have to rely simply on closing stores to reverse losses.

The sports apparel industry has just passed the critical year of adjustment. The traditional wholesale operation has not allowed the company to have an advantage in a competitive market environment, and can not meet the increasingly mature consumer demand. The industry is facing a shuffle.

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< p > < strong > good design has big market < /strong > < /p >

< p > in the last week of the annual report issued by Li Ning Co, an unknown brand of local clothing brand went on fire.

The concept of "customized clothes" has been heated up by the Internet media, and has become the focus of public opinion.

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< p > according to the reporter, the overnight success of the "exception" brand is not an accident.

For the mass consumers, the "exception" brand is slightly unfamiliar, but it is very familiar to the designer group and the elite class.

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< p > the design works of Mao Jihong and Marco, the founder of the brand, were widely recognized in the industry at the early stage of brand creation, and were also well received in foreign fashion circles.

Through the studio and clubhouse mode, they serve regular groups, many of whom are distinguished guests.

The success of "exception" confirms that domestic clothing brands are fully capable of designing and producing world-class products as long as they are well managed.

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The consumption craze caused by the exception of "P" adds more confidence to local brands and brings some enlightenment to the sports clothing industry in adversity.

Ma Gang, an apparel industry observer, pointed out that "if we shut up the store, we can turn bad things into good ones."

Only by exposing the problems existing in the industry can there be hope for the industry.

Strengthening original design, determining brand positioning and building reasonable sales channels are the way for clothing enterprises to choose.

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Zhao Ping, deputy director of the Consumer Economics Research Department of the Ministry of Commerce, believes that the rise of local clothing brands has many factors. P

Clothing enterprises should have confidence in Chinese culture and clothing, have confidence in their brands, and make the best products, the best design and the best brands.

You have enough confidence to influence consumers.

In addition, innovation and sales channel construction is also indispensable.

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< p > > China a href= "http://www.91se91.com/news/index_h.asp" > clothing association < /a > Secretary General Wang Zhuo said that the changing market and economic environment make China's garment industry dominated by manufacturing industry being challenged, and pformation and upgrading is inevitable.

This requires breakthroughs in 5 aspects: first, to pform from manufacturing to service; the two is to adjust the structure of talents; three, to focus on brand culture; four is to reposition the direction of enterprise development; the five is to define the international development strategy.

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< p > Wang Zhuo told reporters that in order to achieve these 5 changes, talent is the key. The design personnel are particularly important. To catch the eye of the consumer, we must pay attention to the design and pay attention to the marketing and management of the brand international level.

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