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The Clothing Market Has Entered The "Freezing Point" And The Price Has Gone Up To A High Level.

2014/6/13 20:08:00 58

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Since P < < a href= "http://sjfzxm.com/news/index_s.asp" > two years < /a >, China's macro-economic and consumer market demand has obviously slowed down. The clothing industry is also facing major challenges. Closing stores, discounts and clearing stocks become the most direct manifestation of its severe situation, spreading rapidly to many large and small clothing brands, and there is no sign of improvement.

according to the data compiled by China industry research network, Boston reduced 503 stores in the first half of fiscal year 2013, and the number of stores in the first half of 2013 decreased by 152, including six of the six major domestic sports brands, including China win trend, 31st degree, Anta (expanded location information), PEAK, XTEP and Lining, and 2249 stores in the first half of the year.

According to the earnings reports of the major listed clothing brands, many companies' performance and profits fell sharply in 2013, and the quarterly performance in 2014 was generally lower than expected.

from the China National Business Information Center to the monitoring data of the key large retail enterprises in China, we can see more directly the grim situation faced by China's clothing market. According to statistics, the lowest growth rate in the first quarter of 2014 in China's clothing market has been recorded since the first quarter, and the total retail sales in 1-3 months decreased by 0.1% year-on-year, which is the only negative growth in the first quarter since its statistics.

there are many reasons for the cold market in our country at present. For example, the industry development cycle, the overall economic environment, the domestic demand fall, the homogenization competition is fierce, and the clothing price is high, but the obvious unreasonable high price of clothing is obviously not allowed to be ignored.

price rises to an obvious unreasonable high level .

brand clothing prices have been rising for many years, and in the first quarter of 2014, they are still up and down.

From the data of clothing sales of the major retail enterprises in the first quarter of the year, the growth rate of garment retail sales has been higher than that of retail sales for 12 consecutive years since 2003, and the retail price of clothing terminal retail has continued to rise.

specifically from the price increase of brand clothing, taking women's clothing as an example, according to the statistics of the China National Business Information Center, the retail prices of women's wear and clothing sold by the major large retail enterprises in China in 2009, 2010, 2011 and 2012 rose 16.1%, 27.7%, 23.3% and 11%, respectively, and the price rose more than doubled over the four years. Although prices in 2013 were basically unchanged from that in 2012 under the various activities such as discounts and promotions, the price of women's clothing increased by 8.2% in the first quarter of 2014.

the absolute price of brand clothing is too high for the disposable income of residents.

At present, the high price of clothing is the most intuitive feeling of consumers. Even after a discount, it is still hundreds of yuan or even more than 1000 yuan, which obviously exceeds the consumption level and consumption expectation of most residents.

According to the data released by the National Bureau of statistics, the per capita disposable income of urban residents in 2013 was 24565 yuan. According to the statistics from the China National Business Information Center on the major retail enterprises in the country, the average retail price of women's clothing before the same year reached 1209 yuan, the men's suit reached 1723 yuan and the men's shirt was 634 yuan in the same year. The average retail price of women's clothing was 1209 yuan.

that is to say, clothing as a daily consumer goods, the disposable income of a town resident can only afford 20 women's clothing or 14 men's suits or 38 men's shirts all year round. It can be seen that the price of the brand clothing is so high to what extent the residents can't get into the mall and can't afford to buy clothes.

forcing the situation to return to reason as soon as possible.

excessive inventory causes tight cash flow and must be expedite.

First of all, China's garment market has entered a moderate and slow growth period after several years of rapid development. The serious oversupply of the industry has already become the consensus of the industry.

according to the annual report of listed companies, in 2013, the inventory of six major domestic sports brands Lining, Anta, PEAK, 31st degree, China trend and XTEP were 942 million yuan, 689 million yuan, 366 million yuan, 409 million yuan, 183 million yuan and 537 million yuan respectively, and the total stock amount exceeded 3 billion 100 million yuan.

this data is a typical example of the rapid expansion of clothing brands in China in recent years, the serious disconnection between order quantity and number of shops and market demand, and the further shrinkage of domestic demand and the tightening of domestic credit environment have become the last straw for China's clothing enterprises to run too tight and break capital.

The inventory crisis has made Chinese clothing enterprises have no other way to go except the price reduction and the cash flow recovery.

in addition, the Internet channel and Hai Lan home, Semir and other parity brands are doing well.

At the same time, brand clothing such as shopping malls and shopping centers in the shopping mall is in a state of sadness. Taobao and other Internet channel sales of low price clothing and Hai Lan home and other costumes are very prominent. According to the data released by Taobao, sales of clothing in 2013 only exceeded 1 billion yuan in the 40 minutes from the beginning of double eleven in 2013. Sales of leading brands such as Yin men and Han Dabie were also concentrated in solid stores such as UNIQLO, H&M, JACK&JONES and so on.

and among the many listed clothing companies, the performance of Hai Lan's home is significantly higher than expected in the first quarter of 2014. 2014Q1 realized revenue of 2 billion 665 million yuan, an increase of 53.4% over the same period last year, net profit of 645 million yuan, an increase of 90.4% compared with the same period last year, while Semir also achieved a 21.1% profit growth over the same period.

This shows that the clothing market in China is not without demand, but the demand for clothing which is too expensive for shopping malls, so that we have to turn our eyes and appeals to other products or channels.

Less than a day, the reasons for the high price of brand clothing in China are many, such as the serious bubble in commercial real estate, too many sales links, excessive shopping mall returns, rising labor costs, and high logistics costs. In the final analysis, the cost is too high, pushing up the terminal price. P

From the perspective of classification, there are four main aspects: rent, processing cost, inventory cost and management circulation cost.

> therefore, the author suggests that in the current large market environment where supply exceeds demand, residents' consumption affordability will determine the price of clothing terminal rather than the cost of products to a greater extent. Therefore, no matter what measures are taken, it will be a necessary road for China's overall garment industry to return the price to a reasonable price category acceptable to consumers, while ensuring that enterprises have profits.

In addition, brand clothing enterprises integrate vertical channels, join hands with processors, pfer processing costs to the processors through cooperation and cooperation, reasonably pricing, small batch production, fully aware of the characteristics of clothing as seasonal products, and control inventory costs. P

In one mode, we can draw lessons from the way of reducing the rent and circulation of brand clothing: clothing stores reduce the store area (reduce rent) and product inventory, make full use of the display function of the network platform, automatically connect to the WiFi official website, online and offline double experience, and finally order products through the Internet to send customers' products directly from the original place to the customers instead of the physical stores to pick up the goods, thus eliminating a lot of intermediate links from the origin to the distributor to the retailers, thus saving the circulation cost, and helping to achieve another point of view. do not consider Internet sales as a channel for discounts and goods, but a deep integration network. The O2O mode of "entity + network" has become the industry consensus of the apparel industry.

(author is researcher of China National Business Information Center)