Interpretation Of The "Danger" And "Machine" Faced By China'S Footwear Industry

< p > from the second half of last year, the mainstream sports brands such as Lining, Anta, PEAK and so on came out of the store news.

Among them, Lining closed thousands of stores last year, while Anta was the 110 one.

XTEP intends to close about 100 stores this year.

It is understood that XTEP has closed shop 80~100 last year.

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< p > according to the latest 2013 annual report released by Lining, the number of stores decreased by 410 in the first half.

Following the four major sports brands in Fujian, the seven wolves were forced to shut down 152 stores in the first half of the year due to inventory pressure.

Data show that as of June 30th, there were 3855 stores of seven wolves, of which 462 were direct outlets, with a net decrease of 152.

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< p > March 2013, Fangzhuang's famous department store's big business has closed its own store in Fangzhuang; in May 31st, the Shijiazhuang department store of Dayang department store; in June 1st, it stopped business with consumers in Taiyuan's street in Taiyuan for 5 years; in July 15th, the Chengdu Pacific department store, which had been occupied for 20 years in Chengdu's Chun Xi business circle, suddenly shut down and shut down; at the end of August, after less than 3 months after the Parkson Guiyang flower shop closed, Baisheng also pulled out of a store in Shijiazhuang.

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< p > from the data point of view, the sports brand nearly collapsed, men's clothing entered the center of the vortex, and the department store industry was in crisis.

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< p > a lot of people say that the failure of sports industry is due to its blind expansion in the early stage. Indeed, there are reasons for this. When a clothing brand has sprung up everywhere in China, the corners of the corner are all over the stores, and when it is alive, it also indicates that the market is saturated and there will be nowhere to shop in the future.

Extreme extremes will eventually come to the other extreme.

Therefore, when a brand reaches its peak, it is normal to enter the other side of the parabola.

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< p > but on the other hand, the decline of < a href= "http://www.91se91.com/news/index_c.asp" > sports brand < /a > is also related to the environment, that is, the wearing habits of the citizens.

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P. When, in 80s, YOUNGOR and fir came to the top. At that time, the citizens had just gained freedom from the ocean of blue card and absorbed the fresh breath from the West. A fashionable suit and two pens in their pockets were the typical costumes of that big boss.

At that time, the appearance of suits was everywhere.

Black suits, red autumn clothes, green shoes, white socks, on the court, in the wedding, the Great Wall side, can be seen everywhere.

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< p > after entering 90s, accompanied by the entry of some leisure brands in Hongkong, the penetration of brand stores and brands, JEANSWEST, Giordano, Baleno and other brands spread everywhere, wearing casual clothes, wearing brand clothing began to become popular, leisure wind and sports wind came to us, especially after the successful bid for the Olympic Games, until 2008 successfully hosting the Olympic Games, this external social environment is a good opportunity for the development of sports brands.

As a result, the more and more shops open, the more open and large, hundreds of thousands of even thousands of square meters of living hall visible.

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At last, in the past few years, the concept of people's emphasis has gradually matured. More and more people are beginning to know that different occasions have different occasions to wear different clothes, sports or formal clothes, which are limited by occasions. P

As a result, the expansion of large areas is not very realistic. Besides, these sports brands have been everywhere and have nowhere to expand.

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< p > the saturation of market capacity, the change of market environment, the change of national consumption habits, the lack of differentiation and individuation of products, too rapid expansion and poor management are all the incentives for the decline of sports brands.

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< p > and the depression that many men's wear brands are facing is also inevitable in development.

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< p > from < a href= "http://www.91se91.com/news/index_c.asp" > pure dress > /a > to business casual wind, to fashion business wind, no matter how the middle wind direction changes, the big frame has not changed.

And in men's clothing industry, there is a familiar phrase: "remove a bunch of men's brand products and put Logo together, no one can tell which brand it is."

Why? Because there is no differentiation.

The lack of product differentiation, the price is often competing with big names, destined to men's clothing without reform, will fall into decline.

Finding a brand belief, identifying their brand genes, and strengthening internal fine management rather than relying on external initiatives are the way to break through.

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The fierce competition of women's clothing brand < /a > is obvious in the clothing industry. The competition is the most intense and the management is the most perfect in the clothing industry, but the management is the most perfect, but many times it is not enough to insist on, or the resources are not enough, leading to unclear directions. Many brands occasionally have one season's products, but the next season is not necessarily, or even the wind has changed. What's the way to go? And because the fashion trend of women's clothing is very great, the inventory is very easy to backlog, and the current women's clothing brands generally invest heavily in decoration, display and service, and the sense of crisis is strongest, so many women's clothes are tired. < p > < a href= "http://www.91se91.com/news/index_c.asp >".

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Compared with P, children's clothing industry seems to have an infinitely bright future.

Let's look at the following set of data: < /p >

< p > how big is the children's wear market? At present, the children's clothing industry in China has a market scale of 100 billion yuan. With the coming of the fourth peak of childbirth, the demand for children's clothing market will steadily increase.

Starting in 2011, the next 10 years will be the peak of birth rate. It is estimated that the total consumption of children's clothing at the age of 0~16 is about 400 million.

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< p > in the face of such temptation, domestic and foreign clothing brands have not been able to live in hold.

The big international brands BabyDior, D&Gbaby, ARMANIJunior and Gucci are coming. Sports brand XTEP, Anta, 31st degree and Lining are coming. The adult clothing brand seven wolves, the wedding birds, the Jiangnan Buyi and the GXG are coming. The underwear brand love and the cat person have come, even the appliance giant Haier has not been able to escape the custom.

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< p > from Semir's 2012 annual report, we can see that children's wear has become the highlight of Semir's growth.

The main income of its casual wear was 4 billion 880 million yuan, down 12.64% compared with the same period last year, and the main income of children's clothing was 2 billion 110 million yuan, an increase of 3.02% over the same period last year.

Its performance has left behind a lot of children's wear brands.

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< p > from the market environment, objective factors and competition conditions, the children's clothing industry is currently not competitive in the clothing industry, the market structure has not yet been finalized, and the prospect of the category is even more numerous.

But at the same time, children's clothing industry is also facing many changes: < /p >

< p > first of all, low-end children's wear stores are becoming more and more difficult to do.

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< p > looking at the mainstream customers who buy children's clothing nowadays, they are basically 80 or 85 parents, or even 90 parents.

And the younger generation, the shopping concept has been different and more advanced.

The biggest advantage of bulk stores is low price. However, with the high rent, high labor and low profit margins, the price advantage of bulk stores will become more and more desalinated. Correspondingly, many network providers will replace them with absolute price advantage and cost advantage.

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< p > secondly, channel sink to the development of brand intensive stores.

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< p > children who really buy children's clothing are adults. When shopping for children, the convenience of shopping is very important besides the factors of the product itself.

For example, children's clothing brand collection shop has clothing, toys, shoes and hats and baby products, which will greatly enhance the convenience of parents shopping.

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< p > then, the customer experience and management service requirements of the franchised stores are increasing, consumers are becoming more and more critical, and the overall market competition is becoming more and more intense.

Stores or counters can retain customers, is to see how your customer experience is done, otherwise customers can consider the Internet business.

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< p > finally, the promotion of single store efficiency has been widely concerned.

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< p > horse race enclosure, the pattern of stationed in the past has passed. Can we really enhance the profitability of single stores and help store growth? It is a necessary way to fight for luck and scale, to fight for efficiency and to work together.

This is not limited to children's clothing industry, the whole big clothing industry is facing the same.

At the same time, whether the traditional business mode can combine with emerging network marketing, enhance service experience and pay attention to O2O marketing is the focus of next step.

Seize the opportunity and break through the bottleneck, the garment industry is likely to usher in a new era of change.

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