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High Storage And Pressure Shoes And Clothing Enterprises 2013 Prospects For Development Are Ignored

2013/4/9 21:08:00 24

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High Inventory Shoes And Clothing Enterprises 2013 Shoe Business Prospects

under the mode of "brand + wholesale", the control of shoes and clothing enterprises on the terminal market needs to be improved. At the same time, the market expectation is not enough, the price and the market deviate. Once the order quantity exceeds the market demand, it will easily lead to a backlog of inventory levels at all levels of distributors, and the inventory crisis will be created.

The contradiction between supply and demand has led to the increase of clothing companies' inventory, causing the market to question the operation mode of shoes and clothing enterprises and to worry about the future development of the industry. P

After experiencing the labor pains, it is imperative to adjust the industry to "wholesale" as the main mode of operation.

high storage and pressure shoes and clothing enterprises

2013, the haze of inventory crisis did not recede.

In addition to closing stores and promoting sales, many shoe and clothing enterprises are showing the trend of layoffs to cope with the situation.

All this seems to indicate that the industry is generally looking down on this year's prospects.

layoffs of famous enterprises

in the whole winter of the clothing industry, most of the brand clothing enterprises are not alone.

The news of seven men's layoffs has also been heard recently.

However, Qipai men's clothing personage told reporters that the performance of Qipai men's clothing was good last year, but it was a routine annual elimination, not a layoff.

this person told reporters that within the company, every department will carry out an assessment at the end of each year, and the employees who are not qualified will be eliminated.

This year, the employees who are eliminated will get the N+1 compensation (that is, the working life plus 1, then multiplied by the monthly salary), which will happen every year.

however, according to a senior industry veteran, since the second half of last year, a considerable number of garment enterprises have been greatly reduced, including some well-known enterprises.

"Because of the poor ordering situation, many garment enterprises have reduced their warehouse staff by half."

for dealers, stores can not earn money, which has become a general consensus.

A Shandong Yantai dealer who runs a number of clothing brands told reporters: "the middle and high-end men's clothing is stronger, but it is not as good as in previous years. The brand of sports and leisure is even worse, almost not making money."

Compared with P, the business type and the positioning of high-end men's clothing enterprises are slightly better.

Hong Zhaoshe, chairman of the P card, said in a media interview last year that in 2012, there were about 3 billion yuan sales scale of seven cards, and the inventory is in the controllable range.

the above seven cards also talked about: "last year, the company grew steadily and its performance rose by about 20%."

closing shop > /strong > /p >

2012, under the influence of high inventory crisis, sports brands such as Lining (franchised store), PEAK (franchised store), Anta and so on have been closed shop "self rescue" wave, entering 2013, another "big man" - 31 degree, also can not escape the trend of closing shop.

Not long ago, 31st degree released the fourth quarter of 2012, when the operation outline was released, the net increase in the franchise was only 12, with 108 new outlets and 96 closed stores.

Although it has a small proportion of the 8082 franchised stores, it has averaged an average of 360 per cent in the past 3 months.

extensive extensive expansion and opening up of stores have brought bitter fruit to all major sports brands in China.

Before the announcement of PEAK, the first three quarters of 2012 decreased by 1067 outlets compared with the end of 2011.

In the first half of last year, Lining disclosed that its number of closed stores was 1200, the total number of Anta stores was reduced by 110, and the trend of China with kappa brand had closed 569 stores.

This means that only last year, the total number of stores closed by major sports brands reached at least 3000.

analysts believe that the major brands' closing shop troubles are related to the marketing channels of sporting goods companies. The operation of distribution mode often leads to backlog of inventory, and can not be adjusted and digested as quickly as a direct store, so as to suffer heavy losses when the economy is weak.

Recently, P has issued a profit warning. The company's annual profit will drop by about 40% as of the end of December 2012, mainly due to high inventory and product prices, resulting in overall sales reduction, gross profit margins and sales costs.

According to the latest announcement, the sales growth in the same quarter was only 4.3% in the fourth quarter, while the stock in the channel increased by 4.1%.

> sell up > /strong > /p >

when the high inventory crisis meets the sales peak season at the end of the year, the "hunger marketing" of each shoe and clothing brand will come together.

Seven wolves, Li Lang, nine Mu Wang, Hongxing Erke, Anta...

The sale of major brands will be surging and unusually hot.

Coincidentally, most of these sales will play the slogan of "the lowest price in the whole field" and "let's promote sales".

The effect of companies actively digesting inventory is also gradually emerging.

From the recent news, we can see that the stock situation of some listed companies has been improved to a certain extent.

for this reason, Mr. Li, who is the planning manager of a clothing brand in Shishi, believes that "the stimulation of cold air in the north, especially in this year's winter, has seen a significant drop in temperature, which has promoted sales. The sales of the winter clothing terminal have improved. Besides the temperature factors, the three holidays of Christmas, new year's day and Spring Festival have come one after another, and the clothing industry has ushered in the most important selling season of the year."

seven wolves recently said that the low temperature in winter will bring some help to the company's winter clothing sales. In view of the weather factors and holiday factors, the company's sales in the four quarter have been warmer.

it is understood that the net profit of the seven wolves increased by 39.3% in the first three quarters of last year, and 19.71% in the first three quarters.

In November, the number of terminal outlets increased by more than 20% over the same period last year, and the same store grew by more than 10%.

In the same way, the same trend was observed in November. The direct sales in that month increased by 20%.

data show that in November 2012 alone, the retail sales of clothing shoes and hats and needle textiles increased by 101 billion 100 million yuan, an increase of 20.6%, the first increase over 20% in the year.

Garment enterprises senior analysts believe that the main reason for growth is the same period before the lower base, year-end promotion, as well as clothing enterprises to clean up inventory initial success.

"November is just a small warmup. Behind this situation, there are many factors to decide, mainly because of the downward trend of the economy, the previous sales base is relatively low, resulting in a substantial increase, so we can not say that the garment industry has been fully recovered."

for the situation in 2013, the industry also saw more.

.

according to the November 2012 statistics of Shen Wan textile and garment sector, the 19 brand clothing companies, as at the three quarter of 2012, totaled 11 billion 700 million yuan in the balance sheet, an increase of nearly 18% compared with the same period last year, an increase of nearly 134% over the three quarter of 2010 and an absolute high of nearly three years.

There is no obvious improvement in clothing retail terminal. Based on the pressure of channel inventory, the pace of extension and expansion is slowing down. It is expected that the growth of garment enterprises' income and net profit will slow down in 2013.

PEAK CEO Xu Zhihua said in an interview with reporters that the consumption capacity of the market in the past two years is not enough and the demand is shrinking. Although the government will take some measures to promote the steady development of the economy in the long run, "2013 is still not optimistic. We can only make conservative estimates."

Xu Zhihua told reporters that judging the industry has a very important index called selling out rate. When the market is good, the selling rate is 80%-85% or even higher, but in the past two years, the sales rate of PEAK is only 70%-80%, and some enterprises are even lower. "Although it is in controllable range, the pressure is a little big."

"if the pressure of enterprises in 2012 is on sale (i.e. inventory), then the pressure in 2013 may be directly reflected in the cash flow."

Those seven card insiders also said that for the clothing industry, 2013 may be a worse year than 2012.

industry insiders told reporters that the textile and garment industry is experiencing a process of constantly survival of the fittest and polarization.

"From the present point of view, the downturn in the industry is still continuing, without bottoming out, nor has it seen signs of recovery."