Shanxi'S Clothing Sales Industry Is Facing "Crisis" And "Besieged Everywhere"

< p > to the season of spring clothes listing, bright and fashionable spring clothes add a lot of color to the shopping malls.

Reporters interviewed found that compared with previous years, this year's spring clothing prices lower, bulk reduction, profits decline.

What kind of market situation can be reflected by such changes? What problems do we have in the clothing industry of our province under the slack phenomenon? In February 18th, the reporter conducted an investigation.

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< p > < strong > spring clothes listed: Women's clothing price is lower than last year < /strong > < /p >.

< p > the temperature has not yet recovered, and every commercial street in the provincial capital shows a scene of spring, with many styles and colorful spring clothes adorned with shop windows.

But the average retail price of women's clothing this year is nearly 50% lower than that of the same period last year, while the retail price of men's clothing is flat compared with the same period last year.

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< p > February 18th, in the Lixiang commercial street of the provincial capital, whether the shopping mall or the exclusive store, the spring clothes were placed in a prominent position. The women's clothing styles are many, the colors are bright and bright, the material is mostly light and comfortable, and the price is generally medium.

Maoming, GUI Du, Paris spring and other large department stores have become the main battleground of spring clothing, and the price is generally 299 yuan to 1200 yuan.

"The spring clothes that are being sold have arrived before the year, and sales are good. Some styles are out of stock. Recently, they are preparing to enter the second batch of goods this year, and the price is nearly 50% less than last year," said Xiao Gao, a two floor saleswoman of maye Department store.

ONLY, the head of the ladies' clothing department, said that spring clothing this year is generally cheaper than the same period last year, which is about 120 yuan. Taking women's windbreaker as an example, the price of similar styles and materials is 1299 yuan in the same period last year, and this year it will sell 1199 yuan.

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< p > store stores are competing for tourists. Some have printed "12% off pieces, two pieces and 20 percent off pieces of spring clothes". Prices are generally cheaper than shopping malls, and they are 120 yuan to 350 yuan.

"Because during the Spring Festival, the weather is warmer than usual, there are many people who buy spring clothes. Although the sales volume is not as good as before, it will usher in a sales peak immediately after the second new allocation."

Duo Liu Liu shop head frankly said, now the women's wear brand continues to increase, industry competition is fierce, in order to compete for tourists, price war, style constantly innovation, profits are decreasing every year, only small profits but quick turnover, this is the price this year is lower than the same period last year, the style is generally more than in previous years.

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< p > compared with women's wear, the number of men is less than that of men's wear.

In the men's wear area of Guidu department store, the brand new spring dress price is above 400 yuan, and the overall price is flat compared with the same period last year.

Mr. Zhang, a manager of a brand men's wear shop, said, "because there is no discount on the spring clothes listing, there is not much change in the style, and the peak sales volume of the Spring Festival has just passed, which has led to a decrease in the first batch of spring clothing sales and a sufficient supply of goods."

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< p > < strong > dealer: online shopping impact profit decline < /strong > < /p >

< p > February 18th, in the shopping mall of Kaihua Temple Street in Taiyuan, the spring dress just listed in late January will be sold at 50 percent off.

Due to the impact of online shopping, many brand clothing dealers in Taiyuan have embarked on a new mode of operation, which is a discount on new products, and a profit margin based on sales volume and physical store shopping experience.

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< p > a customer in a brand store in Liu Xiang, Taiyuan, a customer who has just finished his clothes, is going to leave after carefully examining the clothing tag.

The shopping guide hurried forward and said, "this dress is a new spring product. You bought it when you saw it. It sold only 10 yuan cheaper than us here. You plus the postage is more expensive than buying it in the store."

The shopping guide took out the mobile phone and compared the price of the clothing online with the price in the store.

After careful comparison, the customer finally purchased in the physical store.

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< p > a clothing brand dealer introduced the impact of online shopping. In 2012, the profit of the brand clothing store declined greatly, and it was once reduced to the "fitting room" of the online shop. In order to reverse this trend, the new clothing sold by the entity store also began to discount and price online, and relied on the sales volume to maintain profits.

In terms of new product discount, the entity store has an advantage, because the price of the new product is higher than that of the agent. Therefore, the discount price of the entity shop is almost the same as that of the Internet, and the customer can try and choose, and the most important is the after sale service.

On the face of it, the profit of selling a piece is not as good as before, but now the sale of two pieces at a discount can still keep the profits in the past.

In 2013, the profits of my 5 stores increased considerably compared with 2012. "

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< p > a Mr. Liu, who owns 7 brand distribution rights, pointed out the window. "In the entire Liu Xiang commercial street, there are spring advertisements on sale everywhere. Together with the Spring advertising discount, the advertising efforts are also constantly strengthening. It can be seen that the price is set up with the online shopping, and the sales mode with sales profit margin has been adopted by most brand entity stores."

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< p > < strong > wholesale market: the total volume of spring clothing is reduced < /strong > < /p >

< p > February 18th, several shopkeepers in the wholesale business of Taiyuan in the provincial capital city told reporters that up to now, the rate of up to 90% of spring clothes has not risen significantly, but the total volume of bulk sales has decreased.

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On the morning of P, the clothing wholesale market of Taiyuan Dongcheng, Chaoyang Street, Taiyuan West Garment City, Taiyuan North China clothing city and so on, the fashionable and bright spring dress has been hung in the store's eye-catching position.

Ms. Chen, the three storefront owner of wholesale clothing business in Taiyuan Xicheng Garment City, told reporters that before the Spring Festival, after the Spring Festival, the temperature would pick up and business was better, but the temperature dropped significantly after the Spring Festival, and the sales of these spring clothes were also affected.

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< p > "the average daily income is only 200 yuan -300 yuan per day, which is much worse than the average daily income of 500 yuan last year."

The shopkeeper of the clothing store in the third floor of the clothing wholesale market in Dongcheng, Taiyuan, told the reporter that at present, the spring market is just opened.

Take women's wear as an example, the wholesale price of the ordinary short dress is 30 yuan / piece - 40 yuan / piece, the quality is better, and the wholesale price of the medium length skirt dress with a slightly higher grade is about 80 yuan / piece, compared with last year's spring dress price, the fluctuation is not big.

But what made her feel depressed is that the total volume of spring clothes has decreased a lot this year.

"Usually, after eight of the first month of the year, almost all the major clothing stores in the provincial capital city are open, a large number of spring clothes are on the market, and the wholesale business of spring clothes is booming. Local and foreign retailers will come to pick up the goods and sell a lot."

She said that at the beginning of this year, eight opened to the present, and there were only 6000 -7000 pieces of wholesale spring clothes, but at the same time last year, at least 10000 pieces were sold.

Because of the large volume reduction in the market, many wholesalers have less spring stockings this year.

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< p > < --EndFragment-- > Taiyuan Taiyuan North China Clothing City, which is not far from the Dongcheng wholesale clothing market, many businessmen generally reflect that the volume of this year has dropped a lot compared with that of last year, and the reason for the poor batch of spring clothes is that they all say that the cold weather is the main reason.

"Now the clothing is new and updated quickly, every one or two days, every clothing store will replenish new products.

Especially when the temperature is low these days, the enthusiasm of the public to buy spring clothes is not high. Many retailers are not optimistic about the sales expectations this year. Therefore, the spring clothes that have just been listed dare not rush to raise prices, the price performance is relatively calm, and the quantity of purchase is also reduced accordingly, resulting in a reduction in the wholesale market volume.

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< p > strong > shopping malls: the mass brand is the future profit growth point < /strong > < /p >

< p > brand clothing has always been the most responsive to the market.

In February 18th, provincial Wangfujing, Parkson, Tien Mei and other shopping centers, as well as some brand exclusive stores, 2014 new spring clothes have been fully listed.

However, unlike the previous years, some new spring clothes that just appeared on the market were subject to the sale of discount.

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< p > TGGC this year's new a href= "http://www.91se91.com/news/index_c.asp" > women's wear < /a > with orange color as the main color, hanging in the window bright and dazzling, but the reporter found that the original price of 2399 yuan jacket has entered the ranks of the discount, and can participate in the shopping mall's coupons.

The brand marketing director Zhang told reporters: "Taiyuan's spring is shorter, so the sales season of spring clothing is also correspondingly shorter.

This jacket has been on sale since mid January, and it has been more than 1 months. In another month, the summer wear will be on the market. Therefore, we must quickly digest our stock and pick up the overloaded winter clothes.

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Consumers who visited Wangfujing shopping center frequently found that ONLY, Moda and other popular brands also entered the P mall.

Data show that sales of Wangfujing shopping center declined slightly last year compared with 2012, but sales increased slightly.

"Such contrast shows that the discount rate of clothing prices increases, and promotes the overall consumption; and the addition of mass brands also increases the sales volume of shopping malls."

The marketing director of the center, ye manager, said that the homogenization competition in the garment industry is serious, which has affected the sale of high-end brand clothing to some extent.

"If you look at a dress in Wangfujing, price 6000 yuan, search keywords on the Internet, the same clothes have many, many pages, the price is much cheaper, many customers will go back to the next choice, choose cheaper online shopping.

Therefore, the price war will become the most common tool for businesses to promote sales and seize the consumer. As time passes, some bad vicious competition will be created, and the profits of businesses will become thinner.

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< p > Wang Jian runs a number of leisure sports brand clothing stores in Taiyuan. In his view, the current clothing industry has gradually entered the era of differentiation, and the trend of ethnic consumption has emerged.

"Consumers are getting more and more sophisticated nowadays, prompting the garment industry to enter the era of differentiation.

For retailers, we should find the right subdivision category suitable for ourselves and cultivate the market segments.

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< p > Wang Jian said that the development of anything can not be separated from the environment in which it is located. Nowadays, thrift is advocated. The clothing industry is also trying to practise frugality, so it is expected that the mass brand and parity market will be the trend of the future garment industry and the future growth of profit.

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< p > < strong > expert: < a href= "http://www.91se91.com/news/index_c.asp > > garment industry < /a > also need to pform < /strong > /p >

< p > in the view of director Wang of new east city of Taiyuan fashion city group, the decline of garment industry began in 2008.

After the financial crisis, consumer demand both at home and abroad is both weak. Under the condition of insufficient purchasing power, many enterprises still have a reduction in production, layoffs and even bankruptcy.

"5 years ago, the clothes shop attendants could get the monthly salary of around 1000 yuan, which is already in the forefront of the industry, but at least 2000 yuan a month now, and the monthly salary of the shopkeeper is around 5000 yuan, or even the annual salary."

In addition to the cost of manpower, spinning prices have doubled in recent years, coupled with the increase in pport costs, Wang said.

Although prices are rising, the profits of the garment industry are generally declining, due to factors such as inflation.

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< p > > a href= "http://www.91se91.com/news/index_c.asp" > net sales clothing < /a > also impact the links of the clothing sales industry with the price advantage.

Taiyuan Garment City, as the largest wholesale clothing market in our province, attracts consumers everywhere, but it also feels unprecedented pressure under the heavy encirclement of online shops.

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< p > "Spring River Plumbing duck prophet, but the clothing industry's perception of climate is earlier than that of ducks, and it tends to be stocked one or two seasons in advance, which is particularly evident in the wholesale clothing market."

Mr. Tian, Secretary General of the provincial clothing trade association, said that every year from October to January of next year is the peak season for the sales of clothing industry in Shanxi. These four months' sales account for 80% of the annual clothing sales.

However, the abnormal weather in recent years has disrupted the sales rule of the clothing market. The hot time is not hot, and the cold time is not cold, causing the backlog of clothing.

Taking the sales situation of Taiyuan garment city group in 2013 as an example, its annual sales declined by 1/3 compared with 2012, "this decline has never happened before."

Therefore, consumers see the scene, shopping malls, specialty stores, small clothing stores, including wholesale markets are promoting various promotional activities, with a view to stimulating sales, but the effect is not significant.

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< p > Mr. Tian believes that the survival and development of garment industry should also consider the problem of pformation and development.

"UNIQLO" still stands out in the ten years of sustained economic downturn in Japan, because it breaks the traditional development pattern of the Japanese apparel industry.

Breakthroughs and innovations should be considered by the clothing industry.

Integrating resources, building urban commercial complexes, and giving full play to the advantages of physical stores should be the survival method that the clothing industry can try.

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