Medium And Low-End Clothing Sells Well Next Year

Near the end of the year, the profit decline caused by the price war and the impact of the global financial crisis, what are the agents struggling in the forefront of clothing sales thinking? How to seek greater development in today's environment The reporter interviewed Luo Wei, deputy general manager of Nanning Yadai Trading Co., Ltd., on these questions. His answers reflected the general mentality of the agents. Reporter: does the financial crisis have an impact on garment agents? Luo Wei: Yes. At present, the market has a great impact on the new clothing agents, especially those who only represent 1-3 brands, so it is difficult to share the risks equally. the Seven Star Road, where Nanning's clothing brands gather, is known as "one shop is hard to find". After October every year, sales are booming, and there is no pavement transfer. Even if the transfer, the cost is still high. However, this year there has been an unprecedented situation. Since September, no one dares to rent the 150 square meters shops on this road, and most of the shops are idle. due to the law of the clothing industry, the price of single products in the second half of next year is high, and the sales performance is better than that in the first half of the year. In addition, the World Bank forecasts that China's GDP growth will be 7.5% next year. Therefore, shopping malls and agents generally do not look forward to the clothing market in the first half of next year, and agents have a strong desire to cash in inventory. In the past years, only a small number of brands did special sales in shopping malls. In view of the limited sales space of the clothing manufacturers this year, they even have to queue up in the market. Reporter: what is the brand performance of the company's agent at present? Luo Wei: among the brands represented by the company, the financial crisis has the greatest impact on the sales of medium and high price clothing. Because of their high-end positioning, the sales of the two companies have fallen by 20% and 30% respectively. The reason why the decline of Zhuoke is relatively high is that it is an imported brand from South Korea and its price is high. However, the performance of women's wear with low and medium price is on the rise this year. On the one hand, medium and high-end customers are overstocked, and the consumption concept of living within their means guides them to cover their wallets and start to buy low-cost clothing; on the other hand, the financial crisis has little impact on the people, and has not changed their purchasing behavior of low-cost clothing. The superposition of double reasons leads to the popularity of low and medium price clothing. For example, the sales of Jiangnan cloth clothing, whose price is between 600 yuan and 800 yuan, has increased by 20% this year. The new brand mikebana has a unique style and a strong upward momentum. The sales volume has increased by 40% compared with last year. Reporter: what strategies do you have in view of the current market situation? Luo Wei: Recently, the industry has discussed how to survive the winter of clothing enterprises under the financial crisis. I think winter is not terrible. What we really have to face is not winter, but the coming spring. in winter, agents should "sleep" to practice their internal skills. "Dormancy" is not equal to "hibernation". They should retreat to advance, know themselves, see the direction clearly, reserve physical strength and wait for opportunities. the crisis itself contains opportunities. We should see that after each global financial crisis, the industry has upgraded to a higher level, which not only eliminates a number of agents with weak anti risk ability, but also makes excellent agents stand out and get rid of the situation of low-level competition in the past. Nevertheless, the general trend of the economy can not be ignored. Blind expansion in winter will do more harm than good. Therefore, in the period of economic adjustment, the most important thing is to practice internal skills and effectively improve the profitability of a single brand. Only in this way, when the economy recovers, will spring scenery naturally. the shopping malls suggest that the agents should develop steadily and recover funds. They should not act as agents for new brands. They should first ensure their survival, and the performance decline should not be too obvious. We accept this suggestion. Like many large clothing agents, we are making up for the homework we can't do in the peak season, such as corporate culture training, sales skills training, and improving management system. If we are ready, we can stay even if the market is worse next year, which confirms the popular theory that "the left is the king". Reporter: the development mode of agents is mainly divided into two types: one is to carry out deeper cooperation with a certain brand; the other is to choose multiple brands to share risks. Your company belongs to the latter. From the current situation, which one do you think is more advantageous and more able to experience the storm? Luo Wei: I think multi brand agency has more advantages. Acting for a single brand is like putting eggs in a basket. If the basket falls, all eggs are broken. Multi brand agency can reduce the risk and increase the profit point. At the same time, our company's choice of multi brand agency mode also meets the market demand. In the second and third tier cities like Nanning, clothing brands of different grades, styles and prices are more likely to be accepted by local shopping malls, which will not cause the dilemma of homogeneous competition within the company. in addition, in the long-term cooperation with shopping malls, after the management level and operation ability of the agent team are recognized, the shopping mall hopes that the agents can act for more brands and continue to maintain a good cooperative relationship. at present, the market has a great impact on new clothing agents, especially those who only represent one to three brands, so it is difficult to share the risk equally. the financial crisis has the greatest impact on the sales of medium and high price clothing, while the performance of women's clothing with low and medium price shows an upward trend this year. in winter, agents should "sleep" to practice their internal skills. "Dormancy" is not equal to "hibernation". They should retreat to advance, know themselves, see the direction clearly, reserve physical strength and wait for opportunities. acting for a single brand is like putting an egg in a basket. If the basket is dropped, all the eggs will be broken. Acting for multiple brands can reduce the risk and increase the profit point. Editor in charge: Yang Jing