How To Save Oneself From The Predicament Of Traditional Clothing Market Caused By Epidemic Situation

Affected by the epidemic situation, the global clothing industry has been impacted. Not only the physical clothing retail suffered heavy losses, but also the online clothing retail suffered great losses due to logistics and other reasons. Whether it is international luxury brand clothing or fast fashion brand, are in trouble, each enterprise uses every way to help itself.

Recently, I visited Hangzhou International Clothing City, China Hangzhou Italy France Textile City, trade shoes clothing city, Jiutian Huanbei clothing city, Sijiqing clothing market (men's clothing center) and other clothing markets. The traffic in the past has disappeared, and most of the merchants are in a hurry at this stage.

As a person engaged in the clothing industry chain, the impact of the epidemic situation is more profound. China garment science and Technology Innovation Research Institute interviewed some employees. The following is the content of the interview.

1. What is the impact of this epidemic on you?

It's like a fatal blow to our wholesale market. The epidemic has led to the serious unsalable of our spring and summer funds. For the wholesale industry, it is a war of time. This epidemic has engulfed our golden age and led to the failure of our spring and summer sales as scheduled. Overall revenue is down at least 50% from the same period last year. At the same time, we are also faced with the lag of production in summer, and the factory can not be completed on schedule. The impact of this epidemic is the most serious in spring and summer.

2. What countermeasures have enterprises taken?

We have also made some sales actions in response to the epidemic. We have implemented wechat one-to-one service for the original customers, sent pictures of new products for pre-sale, and tried our best to minimize the losses when we started distributing goods.

3. What are the future prospects and expectations?

The prospect of autumn and winter 2022 is summarized from the experience at this stage, so as to change the sales strategy and develop the sales channel of the third-party platform, expand the business volume and update the commodities in time.

1. What is the impact of the epidemic on you (or enterprises)?

The brand side delayed the launch of new products in the quarter, resulting in a sharp drop in sales, a large backlog of inventory, delayed ordering and tight cash flow.

2. What do you know about the market?

The wholesale market will miss the golden sales time from April to June. The overstocking of spring products is serious. If the epidemic situation can not be controlled as soon as possible, it is difficult to support it. Especially for wholesale markets with spring and summer as the main sales season, the high rent of stalls and the lack of capital chain will continue to affect the purchase and sales in autumn and winter and even survival.

3. What countermeasures should the enterprise take?

Try to find the raw materials from the upstream, adjust the flexible production line and shorten the delivery cycle. Do a good job in flexible production and fast return shipment. Self built online e-commerce or live with goods sales and inventory elimination channels.

1. What is the impact of the epidemic on you (or enterprises)?

For our customers, the most difficult problem we may encounter at present is that the original April order will be delayed.

2. How to do plate making Proofing and sales at this stage?

Due to the impact of the epidemic, orders have been lost, but the old customers have accumulated. We are not worried about orders, but because the logistics has stopped, some orders can not be delivered in a short time.

3. What measures have been taken?

We have finished the sample clothes in spring and summer of 2022. However, due to the serious epidemic situation in Shanghai and the logistics, the orders in Shanghai can not be delivered. We can only hope that the epidemic will pass quickly and we can resume normal operation.

4. Adjustment of new R & D products in the future.

The general direction will not change, but it depends on the impact of the epidemic on the whole.

Ms. Zhou, a fashion boutique

1. What is the impact of this epidemic on you?

For this epidemic, I am very glad that I have not completely transformed into a buyer's shop. (because designer brands need to order half a year in advance, so there is a lot of pressure)

At present, the biggest impact is the lack of online marketing layout, which leads to the decline of sales. In addition, the pressure of rent is particularly large.

After the outbreak, I will learn from the lessons, improve the online and offline, and try to synchronize.

2. What is the future plan of store management?

At present, the prices of domestic designer brands are generally inflated. My expectation is that in the past two years, I can slowly convert to some showroom cooperation abroad and contact more small foreign brands

3. In the face of the current epidemic situation, what countermeasures will you take?

Affected by the epidemic, I plan to enter summer clothes directly. Now I mainly communicate with them through wechat to see their friends direct orders.

Turning danger into opportunity It is the right time to transform. In the face of huge shock waves, some choose to lie flat, but others see opportunities in danger. We should make full use of the excellent cases of enterprises with foresight in the epidemic to complete the digital transformation, maintain and improve the service quality in the epidemic situation, so as to establish the competitive advantage in the special period full of uncertainty.