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Jinjiang Continues To Stock Shoes And Clothing In The Year Of Recovery

2014/1/15 13:41:00 32

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Go Stock Shoes And Clothing Industry Shop Tide.

today, with the theme of "recovery", from the aspects of market, channel, marketing and subdivision, we deeply analyze the development rhythm of Jinjiang footwear industry in the past year. 
 Market: warmer than /strong > /p >
 high inventory and low consumption have become the overall pain of the footwear industry in 2012. Fortunately, in 2013, under the background of international economic recovery, the footwear industry entered a slow recovery year. 
 although the market has not fully recovered, some brands even continue to "close shop" in order to stop losses. But the shoe and clothing enterprises that have been constantly adjusting to the market have indicated that they have already passed the most difficult period, and the signs of recovery in the industry are gratifying. 
 continue to stock "light pack" > /strong > /p >
 inventory is the biggest problem that has troubled the footwear industry in Jinjiang in the past two years. Although the industry generally admits that high inventory is for the crazy expansion of previous years, the Jinjiang enterprises have not accepted this fate. How can the high inventory be digested? Jinjiang enterprises have chosen to export abroad in a new way, and through their own foreign trade departments or entrust foreign trade companies. Today, Jinjiang enterprises have explored a relatively routine way to digest their inventory to a certain extent. 
 in fact, after more than two years of adjustment, the strategy of stock removal in Jinjiang footwear industry has achieved initial success, especially in the sporting goods industry. 
At the end of September last year, when the value of season changed and the National Day holidays came again, there was a very different phenomenon in the major sporting goods stores in China: on the other hand, the disposal of historical backlogs was disposed of at a discount price of "cabbage price", while the other side chose the "positive price" sale for the high-end products. 
"P" > "cabbage price" and "positive price" show the transformation of domestic sporting goods: for the past two years, the inventory has been cleared up with the fastest speed, and the historical burden has been lost. 
The textile and garment industry in P > 2013 also experienced signs of recovery after the cotton price "roller coaster" era. But at the end of the year, the National Bureau of statistics data show that most of the apparel retail outlets are still in the difficult stage of inventory. 
 in fact, inventory is only a means, and the revival of the industry is the end. In order to achieve this ultimate goal, Jinjiang shoes and clothing brands not only increase R & D efforts and enhance brand value in basic products, but also continue to segment the market, waiting for the arrival of the market's real recovery. 
 good harvest, export "transcript" /p >
 data from the Jinjiang Municipal Economic and Trade Bureau show that in 2013 1-10, shoes and clothing two major export industries in Jinjiang have already exceeded 1 billion yuan mark. In November 2013, Jinjiang's clothing exports amounted to 1 billion 239 million US dollars, an increase of 57.99%, the export volume of shoes amounted to US $1 billion 275 million, an increase of 62.54%, and the textile chemical fiber reached US $942 million, an increase of 42.31%. 
 export data are gratifying, mainly from the simultaneous growth of traditional and emerging markets. Reporters interviewed found that the Jinjiang shoe and garment enterprises interviewed said that the market in Europe and America was warmer, and orders increased significantly, especially in the US market, which was significantly higher than that in the European Union. At the same time, the emerging market is developing vigorously, influenced by the tariff reduction of Russia's accession to the WTO, the local shoe and clothing enterprises seize the opportunity, and the volume of exports increases substantially. The emerging markets such as ASEAN, South America, Middle East, Africa and so on are equally eye-catching. 
 the signs of recovery in the footwear industry in Jinjiang are related to the overall recovery of the international economy, and are more closely related to the continuous self-adjustment of enterprises and the formulation of reasonable and effective enterprise strategies. Local sporting goods enterprises, by seeking breakthroughs in breakthroughs in categories, XTEP's "XTOP" and "ZERO" are accelerating the separation of the market share of traditional sports brands by providing different series or sub brands. 
 with the economic slowdown, the garment industry has entered a period of adjustment. In the meantime, local men's clothing emphasizes more meticulous operation, changes the previous operation mode of store expansion, and actively explores new strategies for channel operation. To this end, adjusting the existing stores and strengthening the retail management of terminal stores became the focus of the men's clothing industry last year. Seven wolves, nine herding kings, and wolf family and other enterprises have adjusted their business rhythm and shifted from the past channel expansion to fine operation. 
 as the upstream textile accessories industry, the phenomenon of warming up is quite obvious. The price of Phoenix Bamboo textile, Xun Xing zipper and Xingye technology increased by more than 30% in the second half of the year. The industry believes that continuous investment in technological transformation and development, the proportion of technology products increased, becoming the competitive advantage of the upstream textile surface accessories enterprises, and the main factors to promote the growth of upstream performance. 
 Channel: the retail transformation under the shop's downward trend 
 from the data published in 2013, it is still the main theme of the industry whether it is sports brand or men's wear brand. However, it is worth mentioning that the transformation from "brand wholesaler" to "brand retailer" has become a new channel strategy for some forward-looking enterprises, and has achieved certain results. To a certain extent, the trend of "change" in enterprises triggered by the cold winter industry is becoming more and more obvious. A series of new initiatives, such as culture licensing, experience licensing and technology licensing, are quietly leading the new direction of the industry. It is worth thinking about the brand of shoes and clothing in Jinjiang. 
 < > > inventory > /strong > > /p >
 Hu Chengchu, vice president of Li Lang, said publicly in an interview with relevant media that in the past, Quanzhou shoes and clothing enterprises realized the scale expansion and rapid growth through the rapid distribution of goods by means of "big wholesale" mode. However, inventory problems occurred in the past two years. "We can see that we are making continuous efforts in cleaning up inventory. In fact, shoes and clothing enterprises must have stock. The key is whether the stock ratio is reasonable. Normally, 12% of the inventory of every enterprise is normal, of which 5% belongs to the inventory that can be digested in that year, 5% is digested in the coming year, and only 2% will become "dead goods". 
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 < --EndFragment-- > in fact, "when distributors and channel operators clean up too much inventory, they will replenish new products, and sales will grow again and enter a virtuous circle." PEAK sports CEO Xu Zhihua pointed out that although the practice of inventory clearance will continue for some time, it is believed that the structural adjustment of the industry is coming to an end, as a considerable number of small sporting goods companies have already withdrawn from the market, and distributors' channel operating costs, especially shops rent, have recovered to a reasonable level in many places. 
CEO, Zhang Qing, a sports marketing specialist and key way Sports Information Co. Ltd., acknowledged this. Anta and Lining both actively degrade their inventory and transform to retail, and have achieved some results in P. But more importantly, dealers' confidence is slowly recovering. This is a very optimistic sign. 
 promote flat channel /p >
, while actively handling all kinds of problems caused by the "wholesale wholesale" mode, local shoe and clothing brands began to transform from "wholesale only" to "retail management". From channel mode to management mode, new exploration was being made, and the industry's slow recovery was welcomed in the exploration. 
 since 2012, the word "brand retailer" has been repeatedly mentioned by Ding Shizhong, chairman of Anta board. He said: "in the past, the development mode basically was to first advertise the brand, and then sell the goods to wholesalers." in the future, we should think about how to transfer from wholesale to retail, and the whole supply chain process should be considered. " 
 "reduce intermediate links and speed up the decision-making process." In an interview with relevant media, Hu Chengchu said that in the period of transformation and adjustment, flat management will enable enterprises to understand more about consumer demand and make products that are more suitable for the market. 
 "before, brand dealers are directly pressing goods to agents, from provinces to cities and then to counties, which results in unsmooth information." At the spring and summer ordering meeting in 2014, the vice president of the company, fan Peng, said that the current development situation forced brands to turn from wholesalers to retailers to reach more consumers. "The management mode is going to be flat, reducing the layers of agents, while increasing the number of outlets, timely introduction of some quality franchisees." He said. 
 the new concept terminal is beginning to see "/strong > .
 while increasing the number of Direct stores, enterprises are paying more and more attention to store efficiency. According to China daily data, in the first half of 2013, there were 410 stores closed by Li Ningjing, 241 for Anta, 289 for PEAK, 75 for XTEP, and 256 for 31st degree. 
 but there are signs that the industry is gratified. From the five semi annual reports of local sports brands, compared to 2012, the momentum of "closing shop tides" in 2013 has been greatly weakened. In the first half of 2013, the number of 5 major brand stores closed down sharply. Insiders pointed out that the adjustment period of local sports brands will continue, but the biggest chronic disease of sports brand is being solved step by step, and the performance of individual companies in the first half of the year is better than expected, bringing a glimmer of light to the industry in the depth of adjustment. 
 in addition, in casual men's clothing, after the domestic sports brands closed shop, the seven wolves had to close 152 stores in the first half of 2013 due to inventory pressure. At the same time, 9 Mu Wang disclosed that the company's investment in marketing network construction has become more cautious, slowing the pace of opening stores. The total number of stores in the first half of 2013 was 3205, representing a decrease of 59 compared with the beginning of the year. 
 "in fact, the overall decline of leisure men's clothing industry has been seen since 2012. Last year, we can see that many enterprises are adjusting and changing, not just providing clothes, but creating more" culture "and shaping a brand. An industry insider concluded that the trend of "change" in enterprises triggered by the cold winter is becoming more and more obvious. A series of new initiatives, such as cultural licensing, experience licensing and technology licensing, are quietly leading the new direction of the industry. 
Taking P for example, its flagship store on the road of Beijing in Guangzhou was built into a "flower house" at the end of 2013, creating a strong sense of experience for consumers by presenting the theme of Nanyang style garden. Zhou Chengjian, chairman of the American Apparel, said that 100 new experience shops should be launched in the coming year, and the new concept upgrading of the whole country will be completed within three years. "The traditional business mode has not been replaced, but it will provide consumers with more comprehensive interest, scene shopping and online shopping experience." And this is a new model combining local culture and clothing brand. This provides a new direction for the innovation and transformation of local shoes and clothing brand channels, which is worth learning and using for reference. 
 marketing: E-commerce becomes the breakthrough of traditional brand growth 
 2013, for the shoe and clothing industry, it is a new ice breaking year. E-commerce has become an important field in the traditional footwear industry, and practitioners in the footwear industry have also recognized the importance of this field. In 2013, many shoe and clothing enterprises in Jinjiang increased investment in the field of electricity supplier, and enterprises placed the electricity supplier channel in a more important position. 
The traditional retail mode of high cost and low efficiency is being gradually broken. The lack of innovative traditional retailers has more and more pressure on development. E-commerce has brought changes to traditional enterprises. The barriers between electricity suppliers and traditional stores are being broken. O2O is becoming the choice of traditional enterprises to break the barriers of online and offline businesses. 
 traditional brands embrace "electric business" /p >
 last year's "double 11" is Anta's first real activity to invest in resources. Before that, Anta took the normal heart to participate in the previous electricity supplier activities. 
 "last year's" double 11 "has fully demonstrated the strong market potential of the electricity supplier, which is a market that we must pay attention to. Peng Ao, executive deputy general manager of Anta e-commerce department, described the preparations for last year's "double 11" with "full commitment". And the investment did return the result. On the day of "double 11", the turnover amount of Anta was about 70000000. 
 take the traditional shoes and clothing brand enterprises in Quanzhou as an example. The five min clothing enterprises such as the seven wolves, the powerful, the CABBEEN, the nine herdmen, and the noble have entered the top twenty of the Tmall men's clothing category. Among them, the seven wolf men's "double 11" sold more than 129 million yuan on that day. It became the first enterprise in the province to sell more than 100 million yuan per day. It was located in second men's clothing categories. Anta, XTEP, Jordan, Hongxing Erke, 361 degrees, PEAK entered the twenty ranks of the Tmall sports category, and in the category of men's shoes, Mu Linsen and Fu Fu bird entered the first ten sales. 
 contrary to traditional brands, the Amoy brand that once created the electricity supplier miracle has been in the throes of transformation. In the face of many traditional big names on the list, "we carefully prepared for the first half of the year, but the old and new two brands add up to 5 million yuan. Although this score is not in the top 100 of Tmall sales, it is also a rule of thumb. In 2013, the worst thing is that the flagship brand has not been able to enter the venue and lacks official traffic support. Otherwise, there is no doubt that we can achieve 8 million to 9 million. A well-known Amoy brand official told reporters. 
 before 2013, Amoy brands were popular with venture capitalists. A typical case is that a Xiamen Amoy brand whose original registered capital is only 2 million yuan has been invested tens of millions of yuan in Lenovo's investment in 2011. However, the embarrassing performance of these two years will make the venture capital feel entangled. Indeed, at present, the Amoy brand is in transition and start-up period, and no obvious success has yet been seen. 
 in the traditional shoes and clothing industry, e-commerce is a channel transformation. "E-commerce can track consumers' consumption habits and interact with consumers, which can effectively facilitate consumers to spend two or more times." Lu Zhenwang, an e-commerce expert, said that e-commerce is ultimately based on marketing thinking. 
 e-commerce has brought about great changes in the way of marketing, but it has changed all the time: "just like making a brand image, the form of the Internet is different, and the form of promotion has different characteristics, but the same is true. How to make you more precise, let everyone accept your information, how your information can make you feel better, e-commerce must ultimately take marketing thinking as the core. 
Challenges and opportunities brought by "O2O" /p >
 2013, it is a year of opportunity and challenge for < a href= "http://www.91se91.com/news/index_c.asp > > Jinjiang shoes and clothing industry < /a >. With the popularity of smart phones and the application of new technologies, mobile Internet has become a new battleground in Jinjiang brand. All kinds of "micro marketing" methods of micro-blog and WeChat are being tried by more and more brands. In particular, "O2O", with the strong force of WeChat mall, means another business revolution is brewing. 
 in fact, many Jinjiang enterprises have begun to exert their efforts to excavate this "O2O" gold mine. "We have been developing and building online and offline integrated shopping APP last year. At present, the APP has been completed and entered the testing session. " Ding Hui told reporters that after the formal launch of APP, the company will continue to improve APP in line with its actual operation, and gradually achieve online, offline, and integrated (O2O) shopping, that is, customers can try out online orders online, and can also pick up goods online and enjoy super value after-sale services online. Moreover, through the APP order, customers can enjoy the discount and convenience that can not be enjoyed under the line. 
 industry insiders pointed out that online and offline integration is an inevitable trend, and the essence of the shop is the display window of terminal display. On the other hand, by properly distributing physical stores in the core business circle of important cities, it is equivalent to a branch company, which can serve as a function of regional logistics storage and distribution center, and also contribute to the two marketing. Based on the traditional shoes and clothing industry's O2O, opening a shop can also be interpreted as building a gradually formed supply chain system in the whole country, which is equal to building a variety of sales and service network for the rapid response of the industry across the country. 
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 < --EndFragment-- > O2O mode requires that traditional enterprises have enough resources under the line and can cover a wide range of areas. Only in this way can consumers achieve near consumption and enjoy perfect after-sale services. For brands like shoes such as Anta and XTEP, which have more offline stores, O2O has a bigger advantage. 
, on the other hand, O2O mode allows enterprises to return to the "three spelling" stage of "fight service", "spell the brand" and "spell products". In terms of traditional shoes and clothing enterprises, the O2O mode is more like a payment mode and a combination of business models to create traffic for each entity store. Further, this mode is biased towards the offline, which is more conducive to consumers, enabling consumers to achieve a comparison of commodity prices and achieve transparency in shopping. 
 people in the industry believe that the development of e-commerce must finally be the integration of resources under the online and offline resources. For traditional enterprises, the supply chain is the core of the future: streamlining and systematization, realizing integrated marketing and full network marketing of channels, and the integration of consumers as the core is the development trend of traditional enterprises in the future. 
 strong > subdivision: market segmentation, accelerated fashion, outdoor favor, /p >
 2013, China's shoes and clothing market is changing, the tide is falling, the market is speeding up the shuffle. 
"P" in the clothing industry vane CHIC exhibition, the brand face is more rapid than any previous year, less Quanzhou business casual men, but a lot of Quanzhou women's clothes, sports, public leisure clothing disappeared, outdoor brands began to sound. And in the sports brand "Carnival" body fair, Quanzhou sporting goods event is no longer: in addition to Anta and Shu Huawai, a few big sporting goods brands have been absent. In contrast, the number of outdoor goods exhibitors is on the rise. 
The era of "P" sports industry has long gone. In the past year, many Jinjiang sports brands began to shift their focus to the development of market segments and intensive cultivation of brands. They either create their own brands or adopt brand mergers and acquisitions, and expand their outdoor sports, fashion, leisure and children's clothing in order to occupy a higher market share. 
 "outdoor" cake attractive riding equipment favored by 
 following the successful operation of children's clothing in 2009, after the introduction of the "Shang" brand. In October last year, the 31st degree high profile announced the establishment of a joint venture with the famous Nordic sports brand OneWay Sport. 361 degree president Ding Wu said that through this cooperation, the 31st degree will expand its production and sales, including high-end and high-end bicycles, ski equipment, outdoor equipment and other products. 
 China's outdoor products market has been popular for the past 35 years. However, it is in the past 35 years that the market has gone from strange to familiar with outdoor products. Last year, on the streets of Jinjiang, the "Outdoors" family dressed in assault suits and riding apparel suddenly increased. The industry anticipate that the market for outdoor products will grow by more than 30% a year in the next few years. This will be a huge cake. 
 with the serious overcapacity in the traditional sporting goods market, last year, the traditional sports goods chiefs including 361 degrees and Anta also quickens to divide the cake in the outdoor market. On the other hand, the native outdoor brand grew rapidly, and the two forces began to compete with the international outdoor products giants. The outdoor market formed a new pattern of "three points of the world". On the other hand, a mature outdoor segmentation market is taking shape. Jinjiang's local outdoor brand lion brand is the main travel outdoors, focusing on tents, backpacks, mountaineering shoes and other travel equipment; and in the past few years, quietly for foreign brands to do riding supplies OEM customers, and other enterprises embarked on the road to build their own brands, focus on riding clothing, and develop appropriate corresponding riding equipment. 
 it is worth noting that in the outdoor subdivision products, the riding apparel market seems to be more favored by local enterprises. Including the lion brand outdoor, Tianlun Tian and other local outdoor brands all regard riding equipment as the top priority in developing the outdoor market. The industry believes that riding equipment or traditional outdoor brand segmentation after an important category, the local outdoor goods brand or this breakthrough point, quickly establish an influential "Quanzhou Legion". 
 "sports brand turning outdoor is also a global trend. This is a manifestation of self upgrading and professional refinement when the industry develops to a certain stage." The key way is Zhang Qing, founder of sports consulting company. 
 traditional sports are cold. < a href= > http://www.91se91.com/news/index_c.asp > > shoes and clothing enterprises < /a > blow up "fashion wind" /p >
 2013, under the double attack of "fast fashion" and electric business, shoes and clothing enterprises have made strategic adjustment. 
 when some sports brands are still worried about the huge inventory caused by blind expansion, fast fashion brands represented by H&M are accelerating the market of brand names. With fashionable products, marketing and heart beating prices, the rope wrapped around the neck of the sports brand is tightened. 
 in the face of ZARA, a href= "http://www.91se91.com/news/index_c.asp", "fast fashion" such as UNIQLO /a, and so on, it has become the choice of most local sports brands. Looking back in 2013, we saw that more and more domestic sports brands were transformed into "fast fashion". The local sporting goods brand de Hui Hui has made the biggest adjustment since the establishment of the company, transforming from the traditional sporting goods brand to the "fast fashion" brand, and Xi Dalong will carry out a comprehensive brand transformation. The main line is "American leisure and fashion" products, and the line will focus on building the "National Fitness Series" to make the products develop healthier in a more diversified direction. 
P, which is regarded by the industry and the market as the "fast fashion" brand in China, has renewed its brand strategy last year. Its upgraded sixth generation terminal store is unique and stylish. The goods in the store are also more "fast fashion" features: fashion and parity. 
 2013, in the environment of the domestic sports industry continued to be sluggish, the major sports brands increased the penetration of women's sports market. Whether it is Anta's brand FILA looking for Hsu Chi's endorsement of the new work of "sweet life" in 2013, or Ji Kejun's 31st degree "Shang" brand women's series, Lunmei Kwai's XTEP running series has become a beautiful landscape. Women's products, both sports and fashion, will become the next profitable position for sports brands. 
 industry analysis shows that women's sports products are relatively weak. Although brand sales account for less than men's sales, they are one of the fastest growing categories in sports brands, and the annual growth rate is higher than that of men's sports market. 
 Fashion and fashion are the main colors of this year's shoes and clothing. This is evident from the popularity of "tide shoes" in 2013. It is predicted that the next clothing "golden age" will be "fast fashion era". But in the future, it is hard to say that for foreign shoe and clothing enterprises, it is always right to find their own positioning and keep close to market demand.