2014 The Situation Of Garment Industry Is Still Serious.

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< p > "in recent years," a href= "http://sjfzxm.com/news/index_c.asp" > clothing brand < /a > talk about shop discoloration, and the phenomenon of store closing and closing continues to spread to the size and brand, and there is no sign of improvement.

Careful observation will find out the reasons for closing stores: 1. crowded together and competing to raise the rent; 2., the size of the shop is different, the difference between SKU is too great; 3., there are problems in the adaptability of different brand positioning; 4., the image of hardware decoration is changed too frequently, and the cost is too high; 5. the bubble of commercial real estate rent.

< a href= "http://sjfzxm.com/news/index_c.asp" > Yalu < /a > holding director and executive general manager Cheng Weixiong wrote on his personal certified Sina micro-blog.

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< p > < < a href= > http://sjfzxm.com/news/index_c.asp > > Cheng Wei hung < /a > said that since 2012, clothing enterprises generally have problems such as tight cash flow, declining profits and increasingly prominent contradictions among dealers. The traditional business models of garment industry are facing major challenges. Closing stores, discounting and clearing inventory also become the most direct manifestation of the clothing industry.

This situation lasted until 2013. This year, < a href= "http://sjfzxm.com/news/index_c.asp" > Guan Dian < /a > is still the key word of the clothing industry: in 2012, Giordano closed 163 stores in the mainland, and closed 7 stores in the three quarter of 2013. As of the first half of September 30th last year, a href= "http://sjfzxm.com/news/index_c.asp" > Bosteng "/a" reduced 503 stores; the number of stores in the first half of last year was also down by 152; China's trend, 31st degree, Anta, PEAK, XTEP, Lining and other six well-known national sports brands, and 2249 stores in the first half of last year.

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< p > > specifically, in 2013, the domestic garment industry showed three characteristics: many garment enterprises entered a moderate growth period from the high growth period of previous years, especially the performance of large garment enterprises basically no growth, even if the growth was less than 5%; the M & A events increased, whether it was the acquisition of domestic enterprises or foreign enterprises, the essence was to leverage the third party resources by means of capital, in order to achieve breakthroughs in the moderate growth period; from the "discount platform" to "an important sales channel", the idea of electric business was more calm, and made a lot of marketing schemes.

Shoes and clothing industry researcher < a href= "http://sjfzxm.com/news/index_c.asp" > Ma Gang < /a > analysis of China Economic Times reporter.

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< p > Ma Gang believes that the clothing industry in 2013 will have a great impact on the trend in 2014.

At present, the moderate growth period of the clothing industry is relatively long. Not only 2014, 2015 and 2016 are still at this stage, but this is determined by the commonality of industrial upgrading and pformation.

For garment enterprises, the old routines such as crazy shop and Bo eye marketing have not stimulated the growth of garment enterprises' performance. The new growth will be achieved through the acquisition of other brands or channels, and the deep integration of the Internet with other new business models.

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< p > in fact, the garment industry has shown this trend in 2013, such as Metersbonwe, Pathfinder, etc., all test water < a href= "http://sjfzxm.com/news/index_c.asp" > O2O < /a >, Semir cooperate with many foreign brands to introduce products into the Chinese market, and more and more Chinese designers create their own brands and online stores.

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< p > besides, there is also a notable < a href= "http://sjfzxm.com/news/index_c.asp" > trend < /a >: the clothing enterprises have put their eyes on the three or four line cities.

Cheng Weixiong also wrote in his micro-blog that the three or four line market is the real Chinese market, with high end consumption of the local tyrants, but more popular consumption. The future supports the mass brand to make the big and strong mainstream market in the three or four line, and the second line market will become more and more international. It is a good choice to do a good job.

Efforts to study the three or four line market needs, to meet the three or four line market brand spring has not really begun, for low value oriented wholesale brand, premium space will narrow.

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