Most Of The Clothing Dealers Face "Cold Winter" At A Loss.

"There are many new arrivals, including cashmere coats,

"Yesterday, the owner of the clothing store in Jinhua mall opened the product information in WeChat's circle of friends, and many customers immediately came up to comment on the inquiry price.

"During the busy season, I run to Hangzhou or Shanghai every week, and the new products are snapped up at the store."

Swallow told reporters that because of the cold business before the start of the season, she went out for a month at most, and for a while, her shop was too lazy to watch it, and simply went out for a holiday.

"Business is really hard to make. Money is hard to make."

The swallow sighed.

Northern snow and southern rain, after the winter, the temperature dropped all over the country, which provided the "day time" condition for the clothing sales industry.

As the temperature continues to drop, people are buying clothes for autumn and winter in the clothing market.

With the promotion of "double 11" and "double 12" year-end, the clothing retail market has ignited "a fire in winter". Manufacturers are firmly seized of the opportunity to take stock and sell new models to bring back this year's weak situation.

From the statistical data, this year, the consumption demand of our city keeps growing, and the consumption of clothing, shoes and hats and needle textiles has also increased.

According to statistics, in the 1~10 month of this year, the consumer goods market in our city has maintained a trend of low speed upward growth. The total retail sales of social consumer goods limited to 58 billion 438 million yuan, an increase of 5.2% over the same period last year, an increase of 5.7 percentage points over the same period last year, but 3.2 percentage points higher than the first half, a 0.9 percentage point increase over the three quarter, and eighth growth in the whole province.

Among them, the growth rate of the wholesale and retail industry above the limit is decreasing, and sales of all kinds of commodities are hot and cold.

In 1~10 months of this year, the total retail sales of wholesale and retail businesses above designated size were 56 billion 674 million yuan, an increase of 5.3% over the same period last year, an increase of 5.8 percentage points lower than that of the same period last year.

The total retail sales of clothing, shoes and hats and needle textiles were 4 billion 9 million yuan, an increase of 8.3% over the same period last year.

Clothing sales

Welcome the Spring Festival at the end of the year

Yesterday, though not a holiday, the shopping malls such as shopping malls and shopping malls in downtown Jinhua were still crowded with shoppers who came to shopping.

"These two days less passenger flow," double 12 "that day is really full of customers.

In Yongsheng shopping plaza,

The shop assistant told reporters that business is much better now than before.

"From the National Day holiday, we have all the goods ready, and some of the best sellers have been in short supply lately. Once they are out of stock, they have to keep in touch with the manufacturers to replenish them as soon as possible."

Some shops in the city, such as Yintai City, told reporters.

"Considering that it is always in the busy season before the Spring Festival and the passenger flow is increasing, we intend to hire more salespersons and increase the number of staff."

Yongsheng shopping plaza, a women's clothing shop owner said.

Reporters saw that after the cold weather, many shops were putting on winter clothing such as Mao coat, woolen sweater, cashmere sweater and so on. Some stores even hung all kinds of mink coats.

Affected by the impact of online shopping and other factors, the price of new winter clothing this year is basically the same as last year.

In a women's clothing store, the reporter met Ms. Shao, who was trying on her clothes. She saw a cashmere coat, the new one in the shop.

"Compared to autumn clothing, winter wear is long and the price is much higher."

Ms. Shao told reporters that the price of the cashmere coat on sale is 1600 yuan, which is acceptable.

According to the introduction, the price of cashmere coats this year is 800~5000 yuan, the price of down garments is 300~2000 yuan, the brands are different and the fabrics are different, so the price difference is relatively large. But compared with the previous years, the overall price of winter clothing is not high this year, because the clothing industry has been "cold winter" for many years, the era of high profits is gone forever.

For the end of the year, the clothing dealers in the urban area are still happy.

"The spring and autumn time is short, and the materials for the summer wear are few. The market in a year is winter clothes. Like last year's warm winter, it's basically gone for a year."

Swallow said, fortunately, this year, God also "to force", and rain and cooling, so that the clothing business has been better.

In order to compete with online stores, the price positioning of each clothing store is not high.

"Now customers will buy online. If we raise the price, a customer will definitely run away, and the money will become more and more difficult to make."

Some clothing operators said that this "small spring" business, or online store "cannibalism" left behind.

They told reporters that during this year's "double 11" and "double 12" period, the sales volume of online stores was bursting, but the return rate was also high, and the express stay was criticized by consumers. Some consumers gave up the crowded online shopping.

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Don't look at business.

Most of them are losing money.

Business is hard to make money.

The general feeling of employees.

"Don't look at my customers. I don't actually make any money."

Yesterday, a children's clothing store in Bin Hung Road, the shop was crowded with customers who bought clothes and shoes and hats. Mrs. Xu, the boss lady, still frowned on her shoulders, sighing the bitter experience to reporters: she opened a children's wear shop, and sold the brand children's clothing 30 percent off of the whole price, including the cost of freight and freight, the cost of personal work, etc., and the cost price for each item of clothing was also about 50 percent off of the bid price, and the price of this brand had to be completed by the brand's annual sales target of 500 thousand yuan.

"500 thousand yuan is really hard to finish. Once a year goes by, there is not much flower in this year."

Ms. Xu said, because the physical store business is bad, although the landlord reduced the store rent from 200 thousand yuan to 100 thousand yuan, she also felt very difficult. It can be said that in the past three years, she did not earn any money, and basically kept the shop closed.

She told reporters that the price of branded clothing is relatively high and the customers are relatively few. In order to attract popularity, she often sells some products to Hangzhou Sijiqing market and sells them in the store.

"Business is done year after year, and the price of clothes is lower and lower."

Ms Xu shook her head with a bitter smile. Compared with the previous years, it can only be a small profit or even a zero profit.

The lower the price of clothing, the more than the shop owner.

Online apparel market competition is becoming more and more white hot.

Over the past two years, traditional clothing brands have begun to turn online businesses and enter the major e-commerce platforms to build official online stores.

Under the impetus of the electricity supplier channel, the traditional clothing brand is adjusting the layout strategy. On the one hand, many international brands that originally opened only in the most prosperous sections of the first tier cities will go deep into the three or four tier cities in China. On the other hand, some Internet apparel brands born on the line are doing the opposite. They have begun to fight for the market under the market and realize the interaction between online and offline businesses.

In the view of the industry, with the arrival of the shop closing tide, the rental cost of the physical shops has also declined, and consumers also have a variety of shopping options. They can flexibly use two kinds of sales channels online and offline, and realize the connection between online and offline, no matter when and where they can meet the shopping demand.

Prices are hard to rise.

Clothing market plunged into "cold winter"

Domestic demand is insufficient and exports are down, so the average unit price of clothing imports and exports has been reduced.

The reduction of international market demand has become the main reason for the reduction of garment export orders and the decrease of the amount. The global garment market is plunged into a "cold winter".

According to statistics from the General Administration of customs, the total export clothing and clothing accessories in China were 796 billion 568 million yuan in the first three quarters of this year, representing a decrease of 6.6% compared with the same period last year.

In the first three quarters of this year, China's total exports of fabric clothing amounted to 661 billion 212 million yuan, representing a 7.2% decrease compared with the same period last year.

The number of export orders for clothing products has been significantly reduced, especially for large orders.

From the perspective of garment manufacturers, the demand for clothing commodities has declined in the international market this year, and the purchasing power of the market has been weakening. On the other hand, the production cost and labor cost of garment export enterprises have been rising, and the business burden of enterprises is very heavy.

"Clothing prices are hard to rise, one of the reasons is the industry downturn, and another reason is the continuous reduction of imported brand clothing."

Insiders said that in June 1st this year, China has just lowered the import tariff rate of consumer goods such as clothing, footwear, skin care products, diapers and so on, with an average decline of more than 50%.

After six months, the Ministry of finance also announced that since January 1, 2016, China will make some adjustments to import and export tariffs. It will moderately expand the scope of tax reduction on daily consumer goods, and reduce tariffs on imports of goods, such as luggage, clothing, scarves, blankets, sunglasses and other commodities, with a temporary tax rate.

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In recent years, the huge price difference between luxury brands at home and abroad has attracted Chinese consumers to rush to buy abroad. The prices of the same brands in China are much higher than those in other countries, making overseas shopping or purchasing buying popular.

As a result, the consumption power of domestic luxury goods is weakened under the diversion of tourists' overseas consumption. This is also one of the reasons why the price of big clothing is hard to rise.

After a series of tariff cuts, luxury brands such as Chanel have lowered their prices in mainland China.

In January 1st next year, tariffs on imported clothing, bags and so on will be significantly suppressed overseas purchasing services, thereby promoting domestic consumption, which will open up the second wave of luxury brands.

The market has not yet recovered.

Diversified consumption demand will dominate.

"It will take some time to warm up the garment industry, and we expect to maintain a weak recovery next year."

Insiders said that this year, the development of China's textile and garment industry is sluggish. It is estimated that domestic demand growth will remain at around 10% next year, and export demand will slowly recover.

After more than 3 years of adjustment, the retail demand of the apparel industry has not yet improved significantly, but the upward trend of the trend has been established.

Some garment enterprises are actively pforming, and the sports goods consumption is at the time when the Beijing Winter Olympic Games bid is successfully stimulated. Sportswear and leisure clothing enter the new stage of "quasi sports and fashion trends".

By optimizing terminal sales and expanding business channels, a few garment enterprises such as Hai Lan home have realized profit growth, but the performance of seven wolves, Lanzi shares and card slave road has been declining, mainly due to reduced orders and no rebound in retail sales.

Therefore, it is too early to persuade the industry to get warmer.

Wang Zhuo, vice president of China clothing association, said recently in an interview with the media.

It is understood that the domestic garment industry downturn began in 2011, sales for many years of growth in sportswear for the first time there has been a decline.

Take Lining as an example, data show that in 2010, the company's sales volume was 9 billion 479 million yuan, down to 8 billion 165 million yuan in 2011.

Over the next 4 years, the downward trend has gradually spread to casual wear, men's wear, women's wear and other fields.

While the physical franchisee mode restricts the development of garment enterprises, Internet brands and foreign brands are also competing for the domestic clothing market. Foreign fashion brands such as ZARA and UNIQLO have entered China in succession, and have adopted direct battalion mode to cater for the needs of consumers while firmly occupying some markets.

The industry believes that the downturn in the clothing industry shows that the problem of domestic clothing market saturation is more prominent.

In the saturated market, it is also the choice of garment enterprises to find subdivision industries.

Hai Lan family, which has high cost performance, is attacking the low-end market of men's clothing. Semir has attributed the rapid development of children's clothing business to an important reason for its growth.

American Apparel has launched the fashion brand APP, and AOKANG international has increased sales through online group buying.

In addition, some enterprises also extend their business to online, and realize the joint operation of the apparel industry and the offline industry.

For many garment enterprises, the biggest role of online channels is to sell inventory.

Diversified and personalized consumption demand has gradually become the mainstream of the garment industry, and the dominant feature of consumers is becoming more and more clear.

To enhance the consumer's brand consumption cohesion, seize the core needs of consumers, and constantly enhance the experience of consumers, in order to go further and better.