Shop Closing Shop Tide Continues To Pform The Garment Industry Difficult

Textile and garment industry is one of the dominant industries in Fujian province. It has experienced more than ten years of rapid development in the golden age.

But in recent years, with the rapid pformation of external environment, the performance of apparel under the line has been shrinking, and online performance is hard to reach the new talent of other provinces.

Fujian

The industry is facing the most difficult test.

The top five brands in the two categories of men's and women's clothing officially announced by Tmall, none of them comes from Fujian, and shoes and clothing provinces seem to be "overtaking" in the ultimate competition of this business.

The online closing line is still on the line.

There is no atmosphere of frenzy and tension.

Data.

This year's "double 11" period, Fujian's clothing brand is extremely low-key.

According to the Alibaba's "double 11" sales ranking for all kinds of purposes this year, JACK&JONES, GXG and other old competitors are still ranked in the top five list of men's and women's two major categories, but they can't find the brand of Fujian.

Last year's "double 11" day, seven wolves won 129 million yuan for the same day Tmall men's clothing category second, in addition to the seven wolves, entered the men's clothing category ten, there are still strong, war jeep and other Fujian clothing brand.

The reporter wanted to interview some of the brands who were responsible for the actual sales of this year's "double 11". They were euphemistically refused.

Although there is a brand clothing business department responsible person will explain this year's situation is a "rational regression", said to share the purchasing power to the promotion of the whole year, but some people think that "double 11" date to a certain extent, also reflects the overall competition of clothing electricity supplier.

Fujian's clothing brand is not only an eye-catching online sales, but also difficult to sell under the line.

According to the three quarterly bulletin recently released, 8 of the 9 A listed companies in textile and apparel industry in our province have declined in varying degrees. Among them, nine shepherd kings, noble birds, seven wolves, Phoenix Bamboo textiles and Tai Asia shares have seen net profits and revenue declined both year-on-year, and the only one that has not declined in revenue is net profit.

Industry performance downward, a greater wave of closing shop is being staged in the apparel industry.

According to statistics, only in the first half of this year, seven wolves closed 347 stores and nine herd kings closed 73 stores.

The owner of the clothing factory went on sale in person.

Under the cold winter, not only the big brands of clothing are having a bad day, but also more medium and small garments.

Also struggling.

Fuzhou garment association responsible person told the southeast Express (micro-blog) reporter, this year, the overall sales volume of Fuzhou clothing stores is declining at a rate of 20% to 30%. Some businesses have increased sales pressure, and even have to withdraw from department stores because they can not support them.

Zhou Jianwei, a clothing factory owner from Fuding, told the southeast Express (micro-blog) reporter that orders began to decline sharply last year. The small clothing factories that were formerly fashionable were basically unable to get any orders. Most of the old customers said, "inventory pressure is too high and goods are not sold."

Not long ago, I could not bear to see that Zhou Jianwei, who was not able to pick up his own garment factory, decided to come to Fuzhou to sell clothes. He rented a shop on the first floor of the G District of Zhong Ting Street and thought of a trademark "Oakland Zi" which he thought was very foreign to his costume.

"To photograph a professional person, and to make a two-dimensional code."

Nearly fifty of Zhou Jianwei also wants to do business.

I don't know what big data is and what cloud computing is, but he has recently been negotiating with some generation of operation teams. He said he wanted to see the world cat, and also considered vip.com.

Even WeChat has just registered soon.

Whether these efforts can change the fate of their garment factories, Zhou Jianwei himself is not very sure.

Clothing dealers such as him have many people in the wholesale business of clothing in the Taijiang business circle.

O2O, vice president of the O2O trading platform, said that the biggest difficulty in the online platform is that the majority of the online platforms are from 40 to 60 years old, with a relatively low level of culture, and a long term fixed business dimension, and the constraints of knowledge structure are difficult to accept new business models.

Min garment industry into deep water pformation period

A garment industry insider who did not want to be named said that the ten years since 2001 can achieve rapid growth through the development of epitaxy.

The clothing industry in Fujian has achieved a good growth only through opening up shop in the core district and entering the department store like horse race enclosure, selling goods to distributors.

"But since 2011, there have been some changes in the external environment, and this adjustment has come very fast."

"Because the channel is too large, many local enterprises have missed the best chance of pformation."

Lin Dongqi said that the traditional clothing line and online two forms are easy to conflict, for example, a large number of franchise forms exist, which involves the distribution of channel interests.

At present, some clothing agents are also beginning to embrace changes in the electricity supplier era. Wang Liang, a clothing dealer named Zhong Ting Street, who represents the rich and precious birds and other brands, said that the shopping guide under the original line began to focus more on display, and the number of shopping guides in the shop dropped from five or six to 3.

At the same time, it changed the old mode of selling the old money online, and some new products began to synchronize sales on the O2O platform.

A fashion brand official in Quanzhou said that many old companies have begun to integrate the conflict of the whole channel, such as shrinking the franchised stores, testing the double line and the same price, but the cost of the pformation is very high.

One mode is that the contract will not be renewed with the independent accounting after the expiration of the contract, and the other is to recover the management power and get through the unified accounting of the inventory system of the direct store and the franchised store.

Insiders pointed out that the pformation faced by the garment industry in our province is very critical. Besides the impact of the electricity supplier, the domestic and international cotton price inversion problem is highlighted. The cost of labor and energy continues to rise, and the road to pformation is still bumpy.

Whether this pformation is too late has not yet been decided.