Analysis And Investigation Report On China's Clothing Market In 2013

In the context of declining international market demand and weakening domestic cost advantage, Spin clothing The export situation of the industry continued to slump, and the pressure of enterprise survival increased sharply.

According to WIND data, by the end of April 18th, according to the SW industry classification, 23 companies in 36 garment home textile companies had released the 2012 performance report, and 12 companies declined net profit last year, of which Chinese clothing companies lost 44 million yuan last year, and net profits fell the most, down 1608.32% from the same period last year.

　　 The situation is not optimistic.

In recent years, the clothing industry has experienced a series of internal and external troubles. One is the impact of the big environment. The two is the blind expansion of the sales front, making the retail terminal more and more difficult to do. Whether it is brand or bulk, it has not much profit.

Sports brand, 361 degrees in the recently released first quarter operating report, said that in the first quarter of this year, its franchise retail shop decreased by 13, of which 149 were newly opened, and 162 were closed. At the same time, its sales in the same store also declined. According to the data, according to the 4235 representative stores in China, the same store sales increased by 1.5% in the first quarter. Last year, the 4 quarters were 6.9%, 5.1%, 4.1%, and 4.3% respectively.

As a representative brand of domestic men's wear, the good luck bird released a quarterly report that the net profit attributable to the owners of the parent company during the reporting period was 51 million 248 thousand and 200 yuan, 3.30% less than the same period last year, and its operating income was 553 million yuan, an increase of 0.06% over the same period last year. The cash flow of operating activities in the first quarter changed from -3291 million yuan in 2012 to -2.26 billion yuan, a sharp decrease of nearly two hundred million yuan. At the same time, net profit in the first half of 2013 was expected to decline by 0 to 30% over the same period.

Leisure wear leader brand Zhejiang Semir Clothes & Accessories It also released its first quarterly report in 2013. The report shows that the company's operating income during the reporting period was 1 billion 401 million yuan, an increase of 6.26% over the same period, and net profit of 132 million yuan, down 16.79% from the same period last year.

As far as inventory data are concerned, most companies' inventories continue to grow in companies that have disclosed annual reports. 361. Last year, the improved inventory ratio rebounded again in the first quarter of this year. The 361 quarter inventory ratio was 4.3% in the first quarter. Last year's annual report showed that retail inventories were 4.05% compared to the fourth quarter of last year. In addition, the stock in 2012 was 548 million yuan, an increase of 103.99% compared with 269 million yuan in 2011, and the inventory volume of card slave Road, Chinese clothing, Busen shares, Maison culture, Saturday and hill last year increased by 82.33%, 79.66%, 37.22%, 30.77%, 30.77% and 29.08%, respectively.

Liu Daijie, who is responsible for the sale of Jin Lang sports, bluntly said that most of the products sold in the market today are mostly in stock. "The new ones can not be sold, and the old ones can not be sold, or even become a vicious circle."

　　 Enterprise's response

In order to digest inventory and ease brand pressure as soon as possible, brand enterprises can not wait for death. It is understood that 361 degrees have taken a series of measures, including the agreement with distributors to cancel a number of orders not yet produced, so that the order of 2013 spring / summer orders will be reduced by 23%. Meanwhile, at the spring and summer ordering meeting in 2013, the wholesale discount rate of the 361 degree group to wholesalers rose from 58% to 60%. In addition, retailers also provided retailers with an allowance of about 203 million yuan to improve their display and refurbishment of shopping environments.

Lin Congying, chairman of the nine Mu Wang, said that in recent years, the clothing industry has been optimistic about the market expectations, and has not yet done meticulous retail operations and management. The market will inevitably undergo a process of returning to rationality. Therefore, it is not surprising that the valuation of the clothing sector is substantially adjusted in the capital market. He said the company's management needs to be further improved.

Many brands choose to dump stocks on the Internet. "Many export oriented clothing enterprises are flooding into the e-commerce field when the export situation is sluggish and the domestic market can not be opened." In 2013, it was called the "full blown" year. Many of the second tier enterprises are going to enter the electricity supplier, and the second tier enterprises' recovery has led to unprecedented competition. Zhang Xuening, a tutor at Taobao University, admitted that "almost all the clothing brands below the line can be seen on Taobao."

After the launch of "brand sale" and "shop No. 1" clothing store launched by "Fan Shop", the platform providers, including Tmall and Jingdong, are embarking on the sale channel of clothing tail goods. Not long ago, Dangdang also officially launched a special product sale channel "tail products", and entered the hot clothing tail goods limited time sale area.

"But in fact, the knowledge of e-commerce is very deep, and the characteristics of production are not the same as those of export-oriented enterprises. Insiders remind enterprises that there are many ways to explore in every aspect, such as product organization, consumer psychology, customer maintenance, publicity and marketing.

　 Innovation can develop

According to the analysis and Research Report of Chinese clothing market released in 2013 by Shang Pu consulting, it shows that the current domestic garment industry is facing a grim situation of external demand, slowing domestic demand and declining efficiency, and will not be fundamentally improved in the short term.

This also shows from another aspect that China's garment industry has entered an important period of adjustment and transformation after 30 years of rapid growth. At present, the external demand of China's garment industry is hard to get better in the short term, and domestic sales need to accumulate for a long time, and the cost of e-commerce is also very high. Therefore, the clothing and textile industry will go through a long winter.

The apparel industry is the industry that provides people with the most basic needs of clothing and guides consumers. With the development of the times and the continuous improvement of living standards, clothing has developed from basic clothing to new and multi style high-end fashion. Therefore, the transformation of the concept of clothing enterprises has become the most urgent need for consumers and people of all walks of life.

Luo Qian, former Deputy Secretary General of the Sichuan clothing (apparel) Industry Association, believes that after experiencing high storage pressure, garment enterprises now need to transform from simple processing industry to fashion and creative industries.

"The former clothing enterprises, the profit is very thin, processing one piece. clothes In terms of a few dollars, its production mode is almost gambling. If we do not investigate the market at all, gambling on this year's popular style will not backlog if the bet is right, but once the gambling is wrong, high inventory can not be avoided. Luo Qian said that clothing enterprises should learn from last year's lessons and change their development models. Designer Creativity as the core, like the "exception" to form a customized thinking, after the order reproduction, so as to truly achieve zero inventory.