On The Development Of Domestic Business Casual Men's Wear Industry

< p > < strong > 1. One immediate problem is inventory < /strong > /p >
Since P 2011, the inventory of "a href=" http://www.91se91.com/news/index_h.asp "business casual men's clothing" /a is expanding rapidly, which is mainly due to the weakness of the overall market and the over optimism of the brand. The selling rate of the seven wolves sold in autumn and winter 2011 is only 65% to 70%, while that of the spring and summer products in 2012 is even lower. As a typical example of vertical integration of business casual men's clothing, "nine Mu Wang" usually sells at a rate of 80%, but the sales of products in spring and summer of 2012 are not satisfactory. < /p >
< p > 2011, the stock of major brands showed a marked increase. After entering the 2012, the brand increased the intensity of inventory clearance, making the inventory of the brand owners no further deterioration under the overall performance of the market. < /p >
< p > when China sports brand broke out of inventory problem, there were few a href= "http://www.91se91.com/news/index_s.asp" > market < /a >. Up to this day, the major men's wear brands have basically established a three-dimensional inventory digestion mechanism from factory stores, terminal promotions to special sales. On the whole, the electricity supplier as one of the channels, the pressure of selling inventory is still not large. < /p >
< p > < strong > two. The greater crisis of business casual men's clothing is hidden under its offline business < /strong > /p >
< p > over the past few years, especially since the outbreak of the financial crisis, business casual men's wear has achieved a very brilliant "a href=" http://www.91se91.com/news/index_c.asp "performance growth < /a >. But these growth mainly comes from the extension of brand and the price increase of commodities. < /p >
Less than P, since 2008, the average annual compound growth rate has been 16.7%. This is only the price increase for the dealer. Agents usually pay extra price on this basis. The sale price of the brand has doubled over the past four years. < /p >
< p > in addition, the sales growth of llon largely benefits from the extension of brand. During this period, the number of terminals in the company increased from 2000 to 3268, while the average sales volume of a single store has not increased significantly in the past five years. < /p >
< p > the development track of several other brands is basically the same. In 2011, the sales of the seven wolves increased by about 13%. But during that period, the price of the seven wolves increased more than 20% at the terminal. Considering that the products sold by stores are not entirely new products of the season, we can not conclude that the sales of the seven wolves can be reduced compared with that of the stores, but it is certain that sales promotion is very limited for the growth of the seven wolves. < /p >
< p > < strong > three. The bottleneck of development is increasingly obvious < /strong > < /p >.
< p > if commodity prices can continue to rise as before, it will be an easy way to make money. The question is, how much more room for business casual men's price increases? < /p >
< p > CICC has analyzed the price changes of the flagship products from mass leisure brands to luxury brands in the past ten years. After analysis, it is found that brands such as UNIQLO and H&M do not have the ability to raise prices. Taking into account the overall inflation of the society, the products of these brands are actually becoming cheaper over time. The price of medium and high grade brands, such as Polo, is basically consistent with the overall price level of society. Only luxury can increase the price by more than CPI in the course of development, thus gaining higher premium space. < /p >
< p > in contrast, several domestic menswear brands in China are basically located in < a href= "http://www.91se91.com/news/index_f.asp" > middle grade < /a > interval. In a relatively mature market, their prices can be consistent with the overall prices of society. But the price increase of several leading men's clothing brands in the past few years is far higher than this, which can be said to overdraw the future price space. The average price of the black label is 685 yuan. In the foreseeable future, business casual men's clothing prices will continue to increase substantially. < /p >
< p > China's clothing consumer price index has been negative year-on-year since 1998. But in 2011, the growth was recorded for the first time, indicating that clothing prices have become a common phenomenon in the whole industry. According to the statistics of China Business Information Center, in 2011, the average sales price of the major large-scale retail commercial clothing increased by 10.46%. Meanwhile, brand clothing prices increased by 20.3% during the same period, and brand clothing showed stronger pricing power. But sales of branded clothing increased by only 3.37%, less than 5.14% of the industry. < /p >
< p > the price of high-end clothing has increased by 26%, but sales volume has not increased, but has dropped by 12.7% year-on-year. I believe this is all the phenomenon of "price drive" clothing brands do not want to see. The positioning of business casual men's clothing is high in the middle range, and the overall price increase space is bound to be limited. At the same time, the business environment of business casual men's wear line is also deteriorating. By the end of 2011, seven wolves had developed 530 direct battalion terminals. However, if we take the cost of goods in the first generation, we will lose about 3/5 of the stores. < /p >
< p > a very helpless reason is that the cost of brand direct operation will be higher than that of franchisee. Franchisees can enjoy greater benefits in terms of tax and so on. If half off gets the goods, franchisees usually get about 10% net profit, but it is hard to make profits if the brand is straight. The strategic input of the brand to the terminal also makes the brand suffer from more and more strategic losses. About half of the new stores added to the seven wolves are strategic outlets. The strategic Direct stores are mainly located in cities which are not willing to enter by agents such as the north, the upper, the deep and the deep. With the increasingly fierce brand competition, if the brand itself does not occupy the terminal, the market will be occupied by the opponent. < /p >
< p > this is also the significance of the brand to bear losses. Seven wolves have lost three consecutive years in some shops in Shenzhen. But considering the strategic significance of the store to the brand, the seven wolves will do it. China's business casual men's wear has been well positioned in the initial stage, a and "competition less than /a". But when the brand grows to a certain scale, the space of "dislocation" will only become smaller and smaller, and the competitive environment of the brand will only become worse and worse. < /p >