Domestic Clothing Profits Decline Should Find Their Own Reasons.

"P > over the past two years, in China's clothing industry, overcapacity, product backlog," a href= "" http://news.sjfzxm.com/news/list.aspx? Classid=101112107105 "> inventory < /a > has become a very serious problem.

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< p > some clothing brands have to take a lot of closes to shrink the front line, while others are forced to discount sales on the Internet to digest high inventory.

The most typical example is the once glorious sports brand.

Whether Lining, who has reached the summit in Beijing Olympic Games or Anta, is facing the pressure of sharp decline in profit margins and intensification of high inventories.

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Less than P, more people attribute the difficulties encountered by these enterprises to the deterioration of the external environment, such as the increase in labor and raw material costs, such as the gradual saturation of the market, as well as the competition of foreign brands.

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< p > these are objective facts.

But this is not the whole reason for the rapid decline of these enterprises.

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In the same market, not all enterprises have problems. Some brands, especially some foreign brands, have opened up a situation in China's market, and the situation is getting better and better. P

Not to mention Nike from the United States and Adidas from Germany.

There are many worthwhile places for our clothing enterprises in Japan, neighboring Japan.

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< p > by the end of September, the Japanese casual wear brand "a href=" http://news.sjfzxm.com/news/list.aspx Classid=101112107107 "UNIQLO" /a "officially opened in Shanghai flagship store, which is its largest flagship store in the world.

Moreover, UNIQLO officials also said that there will be about 100 new stores every year in the future.

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< p > UNIQLO entered China in 2002 and opened the first shop in Shanghai.

At present, China is the largest number of shops in addition to Japan. According to statistics, in addition to Taiwan and Hongkong, UNIQLO has more than 50 stores in China, a total of 252 shops, and its number of shops in Japan is 852.

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< p > why the Japanese UNIQLO can go against the market when the economic situation is sluggish and the domestic brands are shrinking.

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< p > accurate positioning of consumers is undoubtedly an important factor in the success of UNIQLO's success in the global market.

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At the beginning of P, Liu Qi, founder of the company, positioned the product as casual wear and tried to make UNIQLO a KFC for clothing sales.

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For P years, UNIQLO never seems to have changed its original intention.

Its careful study of consumer demand is very accurate for product launch.

For example, in the Chinese market, he will produce products that conform to the requirements of some people according to the size of the Chinese people.

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Less than P, more importantly, UNIQLO's products are almost all basic. "Perfect basic" has become its selling philosophy.

Therefore, it is not necessary to keep up with the fashion trend and constantly change the product design, and will not easily replace suppliers, thus effectively controlling the cost and price.

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< p > not only that, but also for the sales place, UNIQLO has strict requirements. The store is not only commodious and clean, but also has a high level of service for employees. Obviously, they are trained strictly and uniformly.

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< p > look back at the domestic clothing brands, especially the < a href= "http://news.sjfzxm.com/news/list.aspx Classid=101112107108" > sports brand < /a >, the unclear location of consumers is a common phenomenon.

Take Lining as an example, after going through the splendor, he has tried to enter the high-end market, but obviously there has been a deviation, not only has not attracted more consumers, but also led to the loss of some of the original consumers, and has since gone downhill.

Moreover, Lining is still on the line of movement or leisure routes have fluctuated fluctuations, so far this problem has not been well resolved.

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< p > there are also deviations in the main businesses, including Lining.

Take Lining as an example. For a long time, its leaders even involved in other irrelevant businesses such as real estate, which undoubtedly affected the further expansion of its main business.

When the economic situation is good, this kind of multi industry operation can still support. Once the economic fluctuation occurs, the crisis is inevitable.

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< p > in Japan, focusing on the main business has become an important part of its business culture. Many enterprises are committed to doing "a href=" http://news.sjfzxm.com/news "hundred years old shop < /a", which may be a reference for Chinese enterprises.

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