What Are The Warnings About The Lack Of Apparel Industry In Japan And The United States?

According to the world clothing shoes and hats net, a few years, Japan and the United States clothing The chain stores opened a lot of shops, and also opened a large number of shops. But the general trend was shrinking, and the rate of closing shops increased significantly. The 9 major clothing chain enterprises in the United States closed up 200% in the two quarter of this year. Japan's 14 major clothing chain enterprises from last April to March this year, the closing rate of 117.9%.

Clothing sales in Japanese department stores are also the worst hit areas. As of June 2017, clothing sales in Japanese department stores declined for the 20 consecutive month, especially in Japan. Women's wear It has a great impact on the whole department store.

1, the boom of major apparel chains in the US and Japan is worsening.

Data show that since 2016, 9 large clothing chain enterprises in the United States have opened 2501 shops, closed 2691 stores, and closed shop rate of 107.6%. The closing rate reached 169.9% in January 2017, and may exceed 200% in the second quarter of 2017.

Let's look at Japan: 14 large clothing chain enterprises in Japan, in 2000~2016 years, have opened 8314 shops, closed 5575 stores, and closed shop rate of 67.1%, slightly better than the United States. But after the financial crisis in 2008, the closing rate reached 95.9% in 2009~2016. From April 2016 to March 2017, the closing rate was 117.9%, and the data showed that the prosperity was deteriorating gradually.

The total number of existing stores in large garment chain enterprises was 4658 in 2000, and 7397 in 2016, increasing by nearly 6. The rate of opening shops or the success rate is 33%.

The Japanese fashion dress Association (SPAC), the more than 300 member enterprise, has opened up shop failure shops in the past three years, and the failure rate has increased from 50% to 80%. The closing rate is more than 20%. It can hold less than 30% of the shops that have been over 2 years, and it seems different from the lively scenes we visited.

Clothing and clothing consumption is generally dominated by women.

As shown in the picture, from the consumption expenditure of Japanese women's clothing, half of 2016 was half than that of 1990, and the corresponding cosmetic expenses increased steadily.

The changing trend is the reason why women's clothing consumption will be reduced so much.

Simple analysis. Fast fashion One of the reasons for the increase in clothing prices is the fact that the reduction of clothing consumption is caused by high prices. The reason why natural simple consumption preference is no longer pursuing frequent updating of clothing is another reason. Another important reason is the expansion of Internet sales, internationalization and multi-channel consumption, which has dispersed the single high market in the original relative market.

All these factors seem to be directly related to the spanformation of life style in the Internet age.

Under such a premise, the shop opening cost has not declined, forcing the brand to reduce the investment cost of the entity shops, and the performance gains will not go up.

2, the ratio of network spanactions is 30% physical store "life and death line"?

In Japan, it has been discussed for several years: why is it necessary to open a shop if it is no longer profitable? Is it impossible to stop the competition?

Some people say that if others can survive, I will have the chance.

But look at the trend of the consumer market and industry. It's time to think rationally.

At present, there are at least the following changes:

One is to reduce stores and stores in the central city of China. For example, some fashion shops in Tokyo, Shibuya, a traditional fashion district, have shut down to explore Southeast Asian markets such as Indonesia and Vietnam.

The two is to choose Vietnam, such as the value of low-lying land procurement, processing, purchase, in the central city around the comprehensive commercial body stores, such as MUJI products;

The three is to choose the international value depressions, through the comprehensive business channel buyers, commissioned procurement, set up a collection shop, such as the Harbin area prosperous street collection shop.

In June 2017, the magazine published the article of Kojima Kensuke, a Japanese fashion and fashion marketing expert, "shop sales strategy parallel to EC". It talked about the representative enterprises of the US Department store, such as NIM Marcus, Messi, Nord and so on. When online spanactions accounted for 20% to 30%, sales and profits declined rapidly, while other apparel industry enterprises also declined significantly in the network spanaction ratio of nearly 30%.

He compared and analyzed the domestic apparel enterprises in Japan, and found that there was also a problem of "substantial decline in performance when the ratio of online spanactions was close to 30%".

According to Kojima Kensuke analysis, this is the collapse of systemic value when the value of goods store is fully connected to online products. The critical point of its performance decline is the online trading ratio of 20% to 25%. Specific circumstances will vary from enterprise to company.

He further analyzed that when the network spanaction ratio of clothing and apparel enterprises reached about 10%, the physical store's inventory, distribution, operation mechanism and data system needed to be re planned and changed to meet the needs of all channel customers. At that time, the customers of the physical store had been attracted to the network spanaction mode by the entity store itself, and the repeated patronage of the physical store was greatly reduced, and the so-called loyalty was hard to maintain.

Since 2016, most clothing enterprises in Japan are at this stage. For instance, UNIQLO realized this problem at the end of 2016, began to adjust the inventory operation mechanism to deal with the needs of all channel marketing, but did not comb out the clue by June 2017.

As a saying, Kojima Kensuke's analysis has attracted the attention of professionals in Japan, and some media have taken his analysis. In any case, the Japanese and American apparel industry is indeed facing this cold reality.

3, Sakhon women's clothing performance "upwind" growth

As of June 2017, clothing sales in Japanese department stores declined for 20 consecutive months, especially for women's clothing, which had a great impact on the department store.

But there is one exception, which is the women's clothing store in Osaka's metier business district. The store was fully renovated in November 2012. By March 2016, the 3 and 4 floors were converted into women's wear areas. The 3 layer of women's wear increased by 20% in 4~6 months, and by November, women's wear overall exceeded the previous year's performance.

There are three reasons for this change:

First, accurately respond to changes. The department store has to face "wide area" customers, and need to introduce more personalized brands, such as Chinese tourists like Japanese brand CDG, while eliminating some of the most popular international young designer brands. On the 3 floor, the D-LAB and D-EDIT autonomous editing area is formed. It is similar to the brand collection store. It concentrates a group of London, Paris and New York top fashion brands. The 4 layer introduced the "ten days" 10 day small cycle theme fashion areas, such as the season to participate in relatives and friends wedding supplies, business and leisure new customs, rest day around the trip and so on.

Second, its employees participate in sales. To promote the efficiency of the store, its employees are stationed in the store as a stylist. They are responsible for promoting cross brand sales and breaking the gap between brands and affecting the overall performance. This practice is popularized in the United States, and is gradually being promoted in Japan. Manufacturers generally express their understanding.

Third, tourism consumption groups increased. In the second half of last year, the consumption of tourists in Osaka increased. In 2017, the number of KansaiApt Airport routes increased and foreign tourists increased by 60%. About 90% of them were tourists from mainland China. The performance of major department stores in Osaka increased overall. The sales of duty-free shops in NIM department store increased by 15% in June, and the duty free stores in Sakhon department store increased by 70% in July, which is a surprise level.

The revelation of women's wear stores in Sakhon department store to the changes of women's clothing areas in China's department stores is mainly at the first two points, especially the second point. The sales of women's clothing with their own staff is beginning to break down the "unified world" of the manufacturers under the joint venture system, and the redistribution of responsibilities and rights between the shopping malls and manufacturers, bringing breath changes to the stores, deepening the store's understanding of the trend of brand goods, and directly reaching consumers.

4, will China's clothing stores now collapse in Japanese style?

China's clothing stores, especially those in the large commercial complex, may not have accurate statistics on the success rate of opening stores, but similar disputes are also very active. Some media reports show that since 2015, China's large clothing chain enterprises have been closed down.

Will it be different from Japan and the US by relying on unique environment, policies and human relationships?

According to the current demand changes in different regions, the level of consumption changes, the demand points are relatively scattered, and many commercial complexes continue to innovate marketing means, I believe that it should not be like Japan and the United States that only 20% to 30% of the opening shop success rate. The worst hope is not to fall into the collapse of Kojima Kensuke analysis.

But there is no doubt that we must see that under the guidance of the environment of online consumption, the value of products in the physical store is decreasing, while the performance of entertainment, catering, etc., which is highlighted by experience value, is also optimistic.

This feature is basically the same as that of Japan and the United States. Moreover, because some shops' hardware and software environment and service policies are not very stable, they will affect the consumption values of young groups, which may lead to the alienation of the consumer groups from the physical shops that are not characteristic and turn to the mode of online consumption.

In view of the trend of clothing consumption in Japan and the United States, our clothing industry's opening up strategy should be adjusted.

First, the product value should be close to the network product, or create the value space of the designer's original product, so as to attract the target customers.

The two is to have a good experience project, explore the compound operation and integrate with the marketing of clothing and clothing.

The three is to diversify the channels of product sales and make use of the consumption gap between different regions of the Chinese market to maximize the value of business and avoid excessive concentration in some areas, resulting in unnecessary waste of resources.

More importantly, take precautions against the fatal blow of consumption patterns driven by Internet culture values.

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