Clear Stock Is Not As Good As "Zero" Stock Big Sport Sportswear New Product "Ruthless" Discount.

about Clothing enterprise For example, inventory has always been an "impossible secret". A few days ago, Lining brand high profile hand in hand with the electronic business platform "flood discharge" inventory seems to let people see the past hidden clothing enterprise high storage corner.

In April, it is the season of sportswear. Reporters visited the market and found that inventory pressure was still the "shadow" of many brands in 2013. In order to speed up the volume, many new products even launched a 60 percent off "cabbage price" when they first appeared on the market.

New products have just been launched, lifting the "discount tide".

In mid April, Mr. Guo, who lives in Huanggu District, bought a pair of 199 yuan. Brand sports shoes "Now the sports brand discount is really ruthless!" Mr. Guo, who bought the sports shoes at 50 percent off, issued such a sigh afterwards.

In April 22nd, a reporter visited the outdoor sports brand sales area of a large shopping mall in Shenyang street. Seeing customers passing by, most of the store's salesmen began to shout in store discounts, and the sales promotion of "merchandise 40 percent off" and "new product 4 folded" were endless.

At Nike store, the reporter found that the sportswear and sports shoes in the shop can be bought at 35% off discount. The salesperson told reporters that the discount was given because the shop was promoting the new product in spring instead of the obsolete commodity. "The sales volume of the new product promotion plan." The clerk said. During the visit, the reporter saw that at present, several famous international sports brands are selling new products in spring, and the discount is generally between 6 and 20 percent off. For new products just listed on sale, a salesperson of Adidas admitted: "this phenomenon is very rare."

Electricity supplier or into a high inventory "flood discharge pool"

In addition to the volume of physical stores, new products sold at a discount outside the "cabbage price". A few days ago, Lining "touches the net" to clean up the stock also caused the industry to pay attention. On the 23 day, the reporter entered a well-known e-commerce platform in China and found that the website was playing a promotional advertisement for outdoor sports products on the front page. On the website, most sportswear and sports shoes are sold at a discount of around 70 percent off.

For this reason, the independent critic of shoe and clothing industry, retail information and e-commerce observer Ma Gang believes that sports brand hand in hand is the main channel to reduce inventory pressure in the future. In recent years, with the development of e-commerce, people's consumption trends have also changed. Many people's consumption habits begin to migrate online. The electricity supplier platform has outstanding advantages in terms of price characteristics on the passenger flow, so the brand with larger inventory pressure wants to realize inventory realisation, and with the advantage of the electricity supplier's traffic, it can form a good complement.

Clear inventory is not as good as "zero" inventory.

Relevant data show that in the first half of 2012, Lining The total inventory of 42 listed garment enterprises, Anta, XTEP, PEAK and so on, is as high as 48 billion 300 million yuan. In Ma Gang's view, discount sales can relieve the pressure of inventory, but the most urgent thing is to avoid increasing inventories.

Ma Gang's viewpoint has been confirmed from PEAK's 400 thousand pairs of basketball shoes supplement. In an interview with PEAK CEO Xu Zhihua, he said that the earlier mode of responsibility order should be adjusted to the order pattern of on-demand production, which is an effective way to flexibly respond to market changes. "The consumption trend of the whole market has undergone new changes, and the production and marketing mode of enterprises should also be changed." Ma Gang said that using low price policy to clean up inventory may, to some extent, "hurt" brand value, combine with the actual demand of the market, and avoid backlog of stock is the way to sustainable development.