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The Current Situation Of Shenyang'S Clothing Market: The Price Of Clothing Is Booming, And The Price Shop Has Evolved Into A Discount Store.
< p style= "text-align: center" > img border= "0" alt= "align=" center "src=" /uploadimages/201304/24/2013042410040550603.jpg "/" < < > >
< p style= "text-align: center >" inventory pressure makes "discount" come earlier and fiercely < /p >.
< p > < strong > since 2012, < a target= "_blank" href= "http://www.91se91.com/" > clothing < /a > enterprises have been troubled by inventory problems. < /strong > < /p >.
< p > because a large number of clothing inventory can not be consumed as quickly as possible, garment enterprises are eager to revitalize their capital, so they can only run at a loss, causing the domestic garment enterprises to start the "price war" under the strong pressure of inventory, and have joined the ranks of "breaking the tail to survive". This phenomenon is also playing a wonderful role in the Shenyang market. < /p >
< p > > Lou Jinghong, executive director of the Shenyang chamber of Commerce, "a target=" _blank "href=" http://www.91se91.com/ "textile < /a >, said that 2013 is the adjustment year for the garment enterprises. The local clothing industry is also facing great challenges due to the rise of clothing materials and climate and so on. Price reduction, discounts and poor management lead to the main problem facing the entire garment industry throughout the year. < /p >
< p > < strong > reason: large wholesale mode leads to high storage pressure < /strong > /p >
"P > China garment industry observer Ma Gang said in an interview with reporters that the main reason for the pressure of local clothing brand inventory is the wholesale mode. The big wholesale mode of crazy shop and continuous pressing of the channel makes the prosperity of domestic sports brand and business a target= "_blank" href= "http://www.91se91.com/" > brand clothing < /a > stay on the report. Blind expansion led to a sharp increase in shipments, a sharp increase in shipments and intensified store expansion. < /p >
Compared with foreign brands, the agency mode of extensive domestic brands and the huge distribution network indirectly lead to an increasing proportion of their inventory, P. It is understood that the first half of 2012, including Anta, XTEP and other 42 domestic clothing and textile enterprises inventory total has reached as high as 48 billion 300 million yuan. < /p >
< p > < strong > reaction: brand clothing is staged at a price war "/strong" > /p >
< p > < strong > > a target= "_blank" href= "http://www.91se91.com/" > dress > /a > "discount season" ahead of arrival < /strong > /p >
Less than P, careful citizens will find that the "discount season" of clothing products this year is earlier than before, and not only the discount intensity is great, but also the brands involved. < /p >
< p > recently, reporters visited various shopping malls in Shenyang, and found that the high pressure stock that initially troubled sports brands and leisure brands has now spread to the entire garment industry. Besides the major sports brands in China, business costumes and casual wear are also subjected to enormous inventory pressure. < /p >
< p > "2-5 discount for the whole court, two fold discount, the lowest 39 yuan." This is a reporter's billboard in front of a large shopping mall along the Youth Street. Businesses not only offer unprecedented discount, but also offer discount and discount activities. The sales staff of the brand told reporters that at present, the brand merchandise was sold at 2-5 discount, and two pieces were bought on the basis of the original discount, and then twenty percent off, and more than thirty percent off were purchased on the basis of the original discount. < /p >
< p > according to a staff member of a commercial men's wear brand, he has worked in the brand for several years. Since February this year, his own merchandise has offered discount activities. This situation is unprecedented, and the discount rate is unprecedented. "The necktie with a price of more than 200 yuan can be bought at 40 yuan now. In addition, the price of a half sleeved business shirt with a price of several hundred yuan is the lowest price from 60 yuan. < /p >
< p > < strong > the shop became a discount store < /strong > /p >
< p > in addition to discount sales activities in shopping malls and physical stores, many businesses also reduce inventory pressure through online discount stores. < /p >
< p > reporter noted that the official discount store set up by a domestic sports brand in Jingdong mall, consumers enjoy 53% off to 30 percent off discount, and enjoy 300 discount 50 after the discount. At the same time, the brand shop also launched a spring sale. At the same time, when the merchants offer discount clothing and special costumes, the original price clothing store basically goes to the "discount shop" ranks. < /p >
< p > reporter found in a sports brand store in a shopping mall in Taiyuan street, more than a month ago, it was a discount store, but now it has become a discount shop. All the goods in the store are almost placed on display cars at the door of the shop, while customers are allowed to pick and sell clothes outside the shop. The store is temporarily turned into a temporary warehouse, which is full of all kinds of < a target= "_blank" href= "http://www.91se91.com/" > shoes < /a > boxes and costumes. When asked whether the store would be in the form of a special store in the future, the staff said that it was not clear that the current mode was just a way to clean up the stock. < /p >
< p > according to a fashion saleswoman from a shopping mall in Dadong District, the brand has 4 discount stores in Shenyang. Among them, there were some discount stores at the beginning of the establishment, and some of them were converted from discount stores to discount stores because of poor business performance. < /p >
< p > < strong > manufacturers relax the agency policy < /strong > < /p >
< p > a business clothing brand dealer Mr. Liu said that in view of the dealer's inventory pressure, the commercial men's clothing brands such as Li Lang, Jin Ba, seven wolves, and red beans all reduced the sales quota requirements of dealers at all levels by about 30%. < /p >
< p > according to the introduction, since March 2012, a number of domestic commercial men's wear brands have relaxed the policy of dealers. According to the population base, the average social income level and purchasing power of dealers, the average quarterly sales volume of dealers has decreased by about 30%. "Unlike previous restrictions on sales quotas, dealers can act according to their operating conditions." < /p >
< p > industry insiders say that in order to enhance the competitiveness of the brand, many domestic commercial clothing brands have turned their brand registration to foreign countries, registered abroad, purchased "a target=" _blank "href=" http://www.91se91.com/ "> cloth" /a ", and then returned home to produce, trying to use the international background to enhance the brand influence. < /p >
< p > < strong > trend: the low cost advantage of garment industry is no longer < /strong > /p >
Lou Jinghong, executive director of Shenyang garment and textile industry association, said: "since 2012, clothing costs have begun to rise, and the garment industry has bid farewell to the low cost era. Clothing companies need to recognize the situation and treat them cautiously, follow the market and control the purchase volume. Under the operating environment of insufficient purchasing power and oversupply of goods, clothing enterprises only need to spanform and upgrade their business mode to adjust them. < /p >
< p > but President Lou Jinghong also said that Shenyang clothing enterprises entered the "adjustment period" is not a bad thing, which is more conducive to promoting the development of the industry, leaving the garment enterprises out of the "low level competition", and obtaining better development through innovative business models. < /p >
"P" Liu Xinming, a Liaoning investment marketing consultant, believes that enterprise inventory pressure is first derived from the loss of low cost advantages. At present, some foreign brands and domestic brands of OEM factories have no difference, the cost of each is not very different. At the same time, some foreign brands have gradually shifted their factories to Southeast Asia with lower cost. Therefore, "low cost" may have become a "past tense". < /p >
< p style= "text-align: center >" inventory pressure makes "discount" come earlier and fiercely < /p >.
< p > < strong > since 2012, < a target= "_blank" href= "http://www.91se91.com/" > clothing < /a > enterprises have been troubled by inventory problems. < /strong > < /p >.
< p > because a large number of clothing inventory can not be consumed as quickly as possible, garment enterprises are eager to revitalize their capital, so they can only run at a loss, causing the domestic garment enterprises to start the "price war" under the strong pressure of inventory, and have joined the ranks of "breaking the tail to survive". This phenomenon is also playing a wonderful role in the Shenyang market. < /p >
< p > > Lou Jinghong, executive director of the Shenyang chamber of Commerce, "a target=" _blank "href=" http://www.91se91.com/ "textile < /a >, said that 2013 is the adjustment year for the garment enterprises. The local clothing industry is also facing great challenges due to the rise of clothing materials and climate and so on. Price reduction, discounts and poor management lead to the main problem facing the entire garment industry throughout the year. < /p >
< p > < strong > reason: large wholesale mode leads to high storage pressure < /strong > /p >
"P > China garment industry observer Ma Gang said in an interview with reporters that the main reason for the pressure of local clothing brand inventory is the wholesale mode. The big wholesale mode of crazy shop and continuous pressing of the channel makes the prosperity of domestic sports brand and business a target= "_blank" href= "http://www.91se91.com/" > brand clothing < /a > stay on the report. Blind expansion led to a sharp increase in shipments, a sharp increase in shipments and intensified store expansion. < /p >
Compared with foreign brands, the agency mode of extensive domestic brands and the huge distribution network indirectly lead to an increasing proportion of their inventory, P. It is understood that the first half of 2012, including Anta, XTEP and other 42 domestic clothing and textile enterprises inventory total has reached as high as 48 billion 300 million yuan. < /p >
< p > < strong > reaction: brand clothing is staged at a price war "/strong" > /p >
< p > < strong > > a target= "_blank" href= "http://www.91se91.com/" > dress > /a > "discount season" ahead of arrival < /strong > /p >
Less than P, careful citizens will find that the "discount season" of clothing products this year is earlier than before, and not only the discount intensity is great, but also the brands involved. < /p >
< p > recently, reporters visited various shopping malls in Shenyang, and found that the high pressure stock that initially troubled sports brands and leisure brands has now spread to the entire garment industry. Besides the major sports brands in China, business costumes and casual wear are also subjected to enormous inventory pressure. < /p >
< p > "2-5 discount for the whole court, two fold discount, the lowest 39 yuan." This is a reporter's billboard in front of a large shopping mall along the Youth Street. Businesses not only offer unprecedented discount, but also offer discount and discount activities. The sales staff of the brand told reporters that at present, the brand merchandise was sold at 2-5 discount, and two pieces were bought on the basis of the original discount, and then twenty percent off, and more than thirty percent off were purchased on the basis of the original discount. < /p >
< p > according to a staff member of a commercial men's wear brand, he has worked in the brand for several years. Since February this year, his own merchandise has offered discount activities. This situation is unprecedented, and the discount rate is unprecedented. "The necktie with a price of more than 200 yuan can be bought at 40 yuan now. In addition, the price of a half sleeved business shirt with a price of several hundred yuan is the lowest price from 60 yuan. < /p >
< p > < strong > the shop became a discount store < /strong > /p >
< p > in addition to discount sales activities in shopping malls and physical stores, many businesses also reduce inventory pressure through online discount stores. < /p >
< p > reporter noted that the official discount store set up by a domestic sports brand in Jingdong mall, consumers enjoy 53% off to 30 percent off discount, and enjoy 300 discount 50 after the discount. At the same time, the brand shop also launched a spring sale. At the same time, when the merchants offer discount clothing and special costumes, the original price clothing store basically goes to the "discount shop" ranks. < /p >
< p > reporter found in a sports brand store in a shopping mall in Taiyuan street, more than a month ago, it was a discount store, but now it has become a discount shop. All the goods in the store are almost placed on display cars at the door of the shop, while customers are allowed to pick and sell clothes outside the shop. The store is temporarily turned into a temporary warehouse, which is full of all kinds of < a target= "_blank" href= "http://www.91se91.com/" > shoes < /a > boxes and costumes. When asked whether the store would be in the form of a special store in the future, the staff said that it was not clear that the current mode was just a way to clean up the stock. < /p >
< p > according to a fashion saleswoman from a shopping mall in Dadong District, the brand has 4 discount stores in Shenyang. Among them, there were some discount stores at the beginning of the establishment, and some of them were converted from discount stores to discount stores because of poor business performance. < /p >
< p > < strong > manufacturers relax the agency policy < /strong > < /p >
< p > a business clothing brand dealer Mr. Liu said that in view of the dealer's inventory pressure, the commercial men's clothing brands such as Li Lang, Jin Ba, seven wolves, and red beans all reduced the sales quota requirements of dealers at all levels by about 30%. < /p >
< p > according to the introduction, since March 2012, a number of domestic commercial men's wear brands have relaxed the policy of dealers. According to the population base, the average social income level and purchasing power of dealers, the average quarterly sales volume of dealers has decreased by about 30%. "Unlike previous restrictions on sales quotas, dealers can act according to their operating conditions." < /p >
< p > industry insiders say that in order to enhance the competitiveness of the brand, many domestic commercial clothing brands have turned their brand registration to foreign countries, registered abroad, purchased "a target=" _blank "href=" http://www.91se91.com/ "> cloth" /a ", and then returned home to produce, trying to use the international background to enhance the brand influence. < /p >
< p > < strong > trend: the low cost advantage of garment industry is no longer < /strong > /p >
Lou Jinghong, executive director of Shenyang garment and textile industry association, said: "since 2012, clothing costs have begun to rise, and the garment industry has bid farewell to the low cost era. Clothing companies need to recognize the situation and treat them cautiously, follow the market and control the purchase volume. Under the operating environment of insufficient purchasing power and oversupply of goods, clothing enterprises only need to spanform and upgrade their business mode to adjust them. < /p >
< p > but President Lou Jinghong also said that Shenyang clothing enterprises entered the "adjustment period" is not a bad thing, which is more conducive to promoting the development of the industry, leaving the garment enterprises out of the "low level competition", and obtaining better development through innovative business models. < /p >
"P" Liu Xinming, a Liaoning investment marketing consultant, believes that enterprise inventory pressure is first derived from the loss of low cost advantages. At present, some foreign brands and domestic brands of OEM factories have no difference, the cost of each is not very different. At the same time, some foreign brands have gradually shifted their factories to Southeast Asia with lower cost. Therefore, "low cost" may have become a "past tense". < /p >
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