2016 What Is The Main Reason Why A Listed Company Can Not Escape High Inventory?

In the clothing industry, inventory is not new, and even a listed company can not escape.

The reporter's inspection of several companies showed that in the first three quarters of last year,

Inventories increased by 27.64% to 1 billion 833 million yuan over the beginning of last year.

The inventory of clothing increased by 98.9% to 2 billion 57 million yuan compared with the beginning of last year.

The inventory grew by 10.59% to 915 million yuan over the same period last year, and the stock size of nine Mu Wang was 600 million yuan.

Last weekend, I received a phone call from my friends. I drove to Hangzhou, a Oteri J, with a brand name, which was the lowest discounted price in the history of shopping malls: 95% off.

"A Starbucks can buy two T-shirts, too cheap!"

Mr. Hu, who has been doing wholesale business for more than 10 years at home and abroad, does not seem so astonishing.

Not long ago, Mr. Hu just sent two containers to oceangoing freighters. The destination was Africa. There were many clothes in stock. The price was calculated by item, which was lower than 95% off.

The normal price is hundreds of thousands of yuan, and a few yuan for the season.

Such a crazy price difference allows many blood brothers to cut their hands to buy and buy, while they can't help but Tucao: they are too windy for clothes. In fact, clothes that can be bought at such a low price must be old brands with a long history of backlog.

"Brand appeal, even customized clothing enterprises, inventory is not a problem; and the more competitive enterprises, the more serious the inventory problem."

Zhang Yongchun, assistant president of Hangzhou Hangzhou women's wear trade association, said.

Reporters learned in the interview that in recent years, many enterprises have been worried about inventory, and in order to get rid of inventory as soon as possible, everyone has made a big move.

1, phenomenon: discount is not the lowest, but only lower.

Last week, Lin Lin saw in the orlis that a woman's brand was making a fall and winter dress. The original price of 400 yuan clothes was 20 yuan, a short down jacket, one hundred yuan or 95% off yuan.

Though the wardrobe was hanging fast, Lin Lin started several things.

Generally speaking, 70 percent off is the bottom line for discount in shopping malls. The 95% off hit by this brand is the lowest in history.

However, if we look elsewhere, the sales of clothing inventory are various, and the price is not the lowest.

Mr. Tung is specialized in women's clothing, children's clothing business, the so-called tail cargo is clothing inventory, his job is to buy stocks from various manufacturers, and then sell to the next home, to earn the difference.

Like Mr. Dong, the customers who sell the goods are relatively fixed and take a larger volume of goods, and the price they sell to him is naturally lower than the discount.

"Generally it is taken by the whole bag. Sometimes it is called" Jin ". There are also a number of pieces, which are brought to the price of 35 yuan per piece.

Mr. Tung said, "don't look at the low price, there is also a risk." there are good and broken dirty in the whole package. We should estimate the residual rate and talk about the price so that we can not lose money.

After taking stock, Mr Tung will meet the needs of home buyers, and some will sell them directly at the price of the whole package. Some will choose to sell them by the piece again, and the price of the pieces will be a lot more expensive.

"For us, the more inventory we have in the garment factory, the better our business will be."

Mr Tung told reporters.

In recent years, because of the ample inventory of clothing, he rented several small warehouses in the north of the city, rented stalls in 2 wholesale markets, and launched dozens of households to do inventory business together with more and more customers.

Stock clothes go abroad to open up new markets.

Some of the clothing inventory, there is no worry about sales, for example, for the mature ladies' ladies' dress, because the style is more classic, even if 35 years, as long as a discount, the counter still sells.

And girls like fashion, fashion and other styles of fast changing category, once pressed for a long time, it can not be sold at a low discount.

"These stocks will be sold abroad, and there will be some sales in some underdeveloped remote markets."

Mr. Zhu, who is a costume designer, told reporters that some of the mid and low-end casual wear brands included, but before going abroad, manufacturers would cut off the tags or replace them with other brands.

Mr. Hu, who has been doing wholesale business for more than 10 years, used to sell mainly small stores in foreign countries. After going to the African market with friends several years ago, he also ran a lot of stock clothes.

"The local people do not have a high quality requirement, so long as the price and style are right, the sales are good."

Hu said that local hot weather, short sleeved t-shirts for men and women, POLO shirts or some thin dresses are popular. "Some styles, such as brightly coloured and brightly colored designs, are rather exaggerated. In recent years, many consumers in China do not like them, but they are quite popular locally."

Compared with the low price, Mr. Hu prefers the whole single stock clothing because it is more convenient whether he sells it himself or sells it to local businessmen.

During this period, when he was home on vacation, Mr. Hu also ran a lot of places to see the goods. Zhejiang, Guangzhou, Jiangxi and Shandong ran down the circle to sell the clothes they had to sell this year, and hurriedly packed and shipped them.

2, reason: overcapacity causes inventory trouble.

In the clothing industry, inventory is not new, and even a listed company can not escape.

Reporter's inspection of several companies showed that in the first three quarters of last year, the inventory of Smith Barney's clothing increased by 27.64% to 1 billion 833 million yuan compared with the beginning of last year, and the inventory of Semir's clothing increased by 98.9% yuan compared with the beginning of last year to 2 billion 57 million yuan. The inventory of the seven wolves increased 10.59% to 915 million yuan compared with that of last year, and Jomoo's stock scale was 600 million yuan.

The polarization of garment enterprises is becoming more and more serious.

Some enterprises, apart from their own brands, also buy foreign famous brands, occupy the domestic high-end market, and only take the low price route, but find that this road is getting narrower and narrower.

"The domestic consumer market is constantly upgrading, and enterprises without core competitiveness are likely to die a large number."

Zhang Yongchun said.

Once these small businesses fail to turn around for a long time, the capital chain break will affect survival.

In Zhang Yongchun's view, the main reason for this problem is the low threshold of the industry and the rise of several sewing machines, all of which are in primary competition.

In the clothing value chain, the general recognition profit distribution structure is: Design accounts for 40%, marketing 50%, production accounts for only 10%.

Ignore design and marketing, rely on the world clothing to make a big copy of explosive money, it is easy to stock backlog.

Once a fashion designer told reporters Tucao, although his job sounds tall, there is actually no content.

"One or two trips to Korea every year, copying and copying other people's style is the next season."

Because he is usually in space, he spends most of his time making money and making money to support his family.

"High inventory mainly has two internal and external reasons, the external cause is the global economic downturn, China's clothing is down, and retail consumption is weak, resulting in overcapacity.

The internal cause is the homogenization of products, the extensive operation mode and the competition among enterprises.

"The core issue is supply chain," Ma Gang, independent critic of garment industry, said.

3, ask: why is the price so high due to the high inventory?

Since the stock is so high, the goods must be sold at the floor price. Why are the prices still so steep?

Indeed, relative to the price tag, clothing production costs are very low.

An industry insider told reporters that although each brand has its own pricing standard, the cost of clothing will not reach 10% of the price tag.

"Ten years ago, the price of clothing was generally more than 10 times the cost, and the price in those years is definitely higher."

He said.

Especially at the clothing counters in the mall, some of the prices are even 20 times the cost, which is very exaggerated.

"Some brands want to stare at the middle class and blindly raise prices, but they are out of touch with the existing consumer groups.

Some retailers, regardless of retailer's sales capacity, are hard to assign stock indices to franchisees.

There are also electricity providers to do business, price war to fight online sales.

These have become the "negative energy body" of the clothing industry.

Ma Gang said.

But this is not all brand intent.

"Labor, logistics, warehousing, rental or deduction of shopping malls are all costs."

A clothing dealer said.

After deducting these, the costumes are not as great as expected.

Part of the consumer psychology industry has something to do with it.

The same clothes, the price of 500 yuan does not discount and the price of 2000 yuan to hit 60 percent off, a lot of people like to buy high price discount.

The clothing trader said they were forced to do so.