Clothing Industry Sad Winter "Cock Wire Counter Attack" Is Not Easy.

Manufacturer,

Life is not easy, where is their "pain"?

"Now the business is very bad to do, you see, these are the last quarter of the inventory of clothing, if the October can not be dealt with, it is necessary to press the bottom of the box pressure for a year," a private clothing factory in Shanghai investors Li Hao pointed to a pile of black bags told reporters.

These bags are loaded with clothes that are not sold in the two quarter of the spring and autumn, including T-shirts, creative shirts and jackets.

The reporter randomly opened one of the bags, and the creative short sleeved shirts with all kinds of ridicule and stylish network language were very encouraging. However, those clothes that seemed to be selling well became a serious backlog.

Li Hao's shop is located in Cheap Road, Shanghai's largest clothing wholesale and retail area. It is also the place where Li Hao earns the first pot of gold.

15 years ago, Li Hao, who was just over 24 years old, came to work in Shanghai with his unmarried wife. He worked on security for several large shopping malls in Cheap Road.

But what Li Hao thinks he is stronger than other security is that he will think more.

At leisure, when other security people gathered to chat with each other and play with their cell phones, Li Hao gradually got involved with several big shop owners.

Under the guidance of these "coming people", Li Hao gradually learned various ways and channels of operation.

Acquire

Li Hao raised money to buy several shops along the seven Pu Road.

At the end of 2007, coincided with Shanghai's overall renovation of Cheap Road, several modern shopping centers were built, and the shops along the street were rehoused.

In Li Hao's own words, "from now on, there is a face man, and no longer need to voice his voice."

Several years after Cheap Road's pformation, the golden age of retailing is also the fastest growing part of Li Hao's career.

In addition to the replacement of the stores in two shopping centers from the management department, two shops have been purchased.

After that, one of them operates, and the three rental stores can rent to 40~50 yuan on average.

"Every year we can earn about 2 million yuan on rent alone. This is not the largest area of business that we have operated, plus the other businesses that we invest in with friends. Our assets are increasing at an incredible speed every year."

"If it goes on like this, it is the fairy tale of" Prince and princess live happily together ". Unfortunately, the reality is very cruel. Li Hao said that the reformed Cheap Road has gone through 5 years of brilliance. From the beginning of 2013, with the increasing impact of online shopping on the retail market, he has sold the shops one after another, and the rest is basically used to decorate the shop front. Most of the business has turned to wholesale and online sales, and the pressure of business has been much larger than that of a few years ago.

This year, due to the proximity to the famous Suzhou River, affected by Shanghai's overall development of the Su River Bay, the surrounding residential areas of Cheap Road have been completely demolished.

The broken walls and the earthmoving cars from time to time have made the Cheap Road once more noisy.

Li Hao took out his account book and told reporters that sometimes the turnover of a physical store is only 5000 yuan a day. "This figure is a normal thing to earn 3~5 yuan a day ago."

If Li Hao is regarded as a representative of a small business owner, his supplier Wang Xiqi is the representative of the typical manufacturing industry.

In the introduction of Li Hao, the reporter came to Wang Xiqi's clothing factory in Zhejiang.

Reporters saw in the factory that most of the production lines were closed.

Wang Xiqi told reporters that the factory was built around 2000. When the business is in its best stage, it can also help some overseas first-line brands.

From 2006 ~2007, Wang Xiqi obviously felt a "strange". "At that time, most of the customer orders were vendors like Li Hao, but the owners of online stores began to pick up the goods.

At that time, he gave them some of the finished products, because no one would take the shop as the main source of orders.

By 2011, the change was more obvious.

"The volume of goods taken from the physical stores has plummeted, which directly affects the operating rate in the factory.

And there has been a significant increase in the volume of goods taken before these stores, but most of the shops are mainly run volume, and the upper limit is not too high.

Even so, Wang Xiqi still regards the shop as the last straw that the factory can carry on. "Now not only guarantees the source of the shop, but also helps some large online shops to produce."

This year, Wang Xiqi is considering pformation.

"No turning is definitely not good, because the business is not good, the worker is not good to recruit, the wages is expensive again, in this case, it will become more and more difficult to do, only to see what other ways can go."

Wang Xiqi plans to set up a media department in the company to publicize the clothing of the packaging company.

"I studied the online shops that sell well. Some of the styles I see are really ordinary, and the materials are not very good, but they sell well. The reason is that they are well packaged, the models are beautiful, the pictures are good, and the description of the clothes is written in the same way as the gods.

I feel that making clothes now can not only focus on the fabric, but also the propaganda and planning.

When reporters left, Wang Xiqi was discussing with his subordinates about preparations for the new department.

In Wang Xiqi's plan, if the new department develops well, while packing for its own products, it may also design for other garment enterprises. "Perhaps this is also a new growth point." Wang Xiqi smiled and told reporters.

Specifically,

The demand for funds has such characteristics as small amount, high time, high frequency and short period, which leads to the higher marginal cost of financing for SMEs.