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Shoes And Clothing Brand Inventory Problem Remains To Be Solved.

2013/6/6 16:23:00 29

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in the domestic sports brand can not get rid of the inventory crisis for a long time. Today, with the negative news, high inventory, top management turnover and close shop layoffs have become the labels of brands such as Lining, Anta and XTEP. Recently, Anta CEO Ding Shizhong said to the outside world, "one can not compete with international brands. We can still hold together." Lining himself believes that the biggest problem now is the industry, not just businesses. "Now we are facing the adjustment of the whole industry, so our enterprises adjust according to their genes and market opportunities." Ding Shuibo, President of XTEP, also believes that the development of the industry can be promoted by holding together. 
 inventory problem remains to be solved .
 for Lining, Anta and XTEP, the key to the industry's "hold together and warm up" is CEO. Zhang Qing, a sports consultant, told the China Economic Times reporter: "this is a leading enterprise that has confidence in the development of the industry when it meets challenges in the industry. This practice is worth affirming." However, he believes that in order to realize the long-term development of the industry in adversity, it is necessary for every enterprise to cultivate its core competitiveness through changing the way of growth. 
 from the perspective of market competition, international brands such as Nike and Adidas have infiltrated into China's three or four line small and medium-sized cities, and these small and medium-sized cities are basically occupied by two or three brands of Chinese mainland. Insiders pointed out that in the competition with foreign capital, the domestic sports brand merchants appeared to be defeated. 
"P >" Shen Zhengyuan, a researcher in circulation industry of China investment advisor, told our reporter that "when the international brand threatens its survival situation, the domestic brand may help to resist foreign enemies and promote the inventory." However, he believes that this is only based on the current high inventory and fierce competition. 
 at present, the inventory problem of Lining and other brands is still worthy of attention, and the discussion on it has never ceased. At the sporting goods industry summit, Ding Shizhong said that the inventory was almost processed. "Inventory handled very well, according to the plan at that time, almost." Lining even sent out information about regional shortages. 
When the market information of "P > three giants is good, once there is an optimistic guess, is it possible that the stock of sporting goods industry will be bottomed out this year? 
 for industry inventory problems, Zhang Qing told our reporter that "the first tier brand and the relative prudent optimism of the enterprise are possible, but the whole industry will not, because there will be conduction effect. The inventory of high-end brands will be finished, which will definitely affect the two or three line and three or four line brand. The stock pressure on their hands will be bigger, and the inventory problem of the whole industry will not be solved." 
 the whole < a target= "_blank" href= "http://www.91se91.com/" > clothing < /a > industry related data also shows that the solution of the deposit problem is not overnight. According to the National Bureau of statistics, as of the third quarter of 2012, the inventory of products above the garment industry reached more than 250 billion yuan, and this data continued to increase at the end of 2012. 
Relative to P, the situation of international brands such as Nike and Adidas is more optimistic. Adidas China PR has told our reporter that since 2008, Adidas has taken various ways to clean up inventory, and its inventory level is in a healthy state. On the one hand, Nike has made efforts to clean up its inventory, and gradually realized its channel sinking. Recently, in the limited time discount with van Kee pin and other electric providers, you can see the figure of Nike and Adidas. 
 in the face of the international brand's aggressive "conquering the city", Zhang Qing thinks that it is very difficult for a single domestic brand to fight Nike and Adi, which is equivalent to fighting against the giant. He said that in order to highlight the tight encirclement, domestic enterprises should lock in different types to exert their strength, so that it is possible to snipe international brands' monopoly on resources on different fronts. "Tug of heating" is only one of many initiatives. 
 deep tillage era 
"P >" when the industry leaders advocate "Baotuan heating", the major brands and two or three line brands have already begun to use their own resources to make their own adjustments. 
 industry insiders say that behind Lining, Anta and XTEP advocating "tug of heating", on the one hand, sports brands begin to consider more benign competition outside competition; on the one hand, a sign of integration between small and medium-sized sporting goods companies. 
 according to the four major trends of industry development summarized in the white paper on the development of China's sporting goods industry in 2012, the intensity of industry shuffling is increasing, brand concentration will be further improved, and the core competitiveness of Chinese sports brands is also facing reshaping. How to adjust itself and get rid of the current predicament is the top priority of domestic brands. 
 according to our reporter, after the expansion of stores and extensive business expansion, Anta, Lining and other brands have gone to the era of adjustment. 
 Ding Shizhong recently introduced to the media, "Anta uses the opportunity of industry adjustment, just to make a brand upgrade". Besides, in the aspect of product innovation, they first made the first sports science laboratory in China, and began to transform from "brand + wholesale" mode to retail mode. 
In the aspect of P > Lining, drastic reform has already been in progress. According to media reports, Lining set the direction to focus on the Chinese market, focusing on the core business (i.e. sporting goods), focusing on the core brand (that is, the Lining brand). In addition, Lining's adjustment also involves product development, production cycle change and personnel organization structure adjustment. According to reports, Lining cut off the cross functional and inefficient departments, and also closed down a large number of low efficiency shops. By the end of March, the total number of shops in Lining's regular stores, flagship stores, factory stores and discount stores was 6434, a net decrease of 1821 compared with the end of 2011. That is to say, in a year, Lining averages 5 stores a day. 
Besides the above adjustment, the major sports brands are also exploring various new tricks in the adjustment. P Lining and other brands have launched online regular promotion and other ways to clean up inventory. Anta and other brands even lock children's clothing area. At the same time, 361 degrees, Anta and so on are exploring the concept store of retail terminal collection store mode. Zhang Qing and other industry insiders believe that the distributors of large channels will gradually increase, from small to large, from weak to strong, and the channels will also become increasingly rich and diverse, and the future development potential will not be underestimated. 
 is it possible to compete with Nike, ADI and other international brands after the adjustment is successful? 
 Zhang Qing analysis shows that the strategy of the major brands is clear and the direction is also right. The key lies in the execution of the future and the reshaping of the corporate culture. 
 Shen Zhengyuan believes that in the long run, the core competitiveness of sports brand businesses lies in brand image and precise market positioning. The strength of enterprises in channel layout, product positioning and image is the key element of "resisting foreign enemies".