Shoes And Clothing Industry Discount Shop Turn Off The Mainstream Online

< p > > a target= "_blank" href= "http://www.91se91.com/" > clothing < /a > the industry seems to be a bit difficult. The stock crisis which broke out in 2011 is becoming more and more intense in 2012.

At present, < a target= "_blank" href= "http://www.91se91.com/" > textile < /a > clothing industry has announced 2012 annual reports of 50 listed companies, inventories totaling about 57 billion yuan, an increase of 6.76% over the same period last year.

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< p > high inventory, let the clothing industry complain incessantly, "Stock clothing costumes 3 years can not wear out" argument spread like wildfire.

Where will these stocks go? < /p >

< p > < strong > > shop discount has become mainstream > /strong > /p >

< p > the sportswear industry is the first to feel the pressure of inventory.

After decades of horse racing, the sports apparel industry began to show its weakness after reaching its peak in 2008.

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< p > from 2011, the total inventory of sporting goods remained high. By the first half of 2012, the six major sporting goods brands, Lining, China, Anta, XTEP, 31st degree and PEAK, reached a total inventory of 3 billion 721 million yuan, and surpassed the 3 billion 699 million yuan in 2011.

Closing stores and discounts become the main theme of sports brand enterprises in China.

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"P > Anta's Public Relations Department explained the reasons for high inventory to reporters:" first, the global economy is weak, and China's textile and garment industry is more dependent on exports.

Second, the consumer demand has changed. The existing business models of some enterprises can not meet the individual needs of consumers very well, resulting in high inventory levels.

Anta has admitted that "high inventory has become an important problem restricting the development of sports goods industry".

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< p > although the garment export data improved in the first quarter of this year, according to customs statistics, China's textile and clothing exports grew by 15.7% from 1 to March in 2013, but this is not enough to drive away the haze of the garment industry.

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"P," Zhu Qinghua, a researcher at CIC light industry, told reporters: "from the data of the first quarter, textile and garment exports seem to be recovering.

However, from the global economy is still in the doldrums, demand and trade weakness, the textile and garment industry really needs to recover.

At the same time, the price advantage of clothing exports is weakening due to the increase in domestic labor costs, rent costs and the appreciation of the renminbi.

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< p > for some export enterprises, some garment enterprises do not care. "CEO is more concerned about domestic trade," he said in an interview with reporters. "The growth of foreign trade has little to do with the growth of the company's performance."

In addition, most garment enterprises including Anta also expressed cautious optimism about the export situation.

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< p > this shows that insufficient domestic demand and sluggish foreign trade do not seem to be the cause of high inventory.

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< p > freezing day is not a day's cold. In the eyes of the strategic partner, Lu Mou Du, the clothing industry's high inventory is mainly due to the "brand + wholesale" mode, which results in imbalance between supply and demand.

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Chen Yihong, founder of China P, said in public: "Chinese brands do not control the retail channel. They rely on agents to complete their sales. This makes the industry often sell out of products and the backlog of mediocre products.

Branding, however, is slow to respond to changes in the market, and the news is lagging behind, making inventory pressure bigger and bigger.

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< p > under this circumstance, "integrating terminal and improving store efficiency" has become the direction of adjustment of most a target= "_blank" href= "http://www.91se91.com/" > shoes < /a > clothing brand.

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< p > August 2012, Li Ning Co announced that it stopped publishing the order data of the order meeting in 2013, on the ground that the order data could not represent the future sales situation of the enterprise.

Anta also emphasizes that flexible replenishment and flexible supply will be adopted to meet the demand beyond orders.

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< p > we can see that the leading industries such as Lining and Anta have already adjusted and reformed the commonly used "wholesale" business mode.

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< p > < strong > line off line earn less than /strong > /p >

< p > in fact, the channel pformation of "wholesale" to "retail" has received unprecedented attention from the footwear industry.

From wholesale to retail, the key is to increase the proportion of Direct stores and build self owned retail terminals.

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< p > at present, Anta, seven wolves, Taiping bird, Qipai and fortune bird have all been carrying on this huge project.

Statistics show that as of 2011, there were 530 stores in the seven wolves, accounting for only 13.3% of the total number of stores. The company plans to add 1200 outlets in two and a half years.

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< p > on the occasion that domestic garment enterprises are worried about the backlog of inventory, the fast fashion brands represented by Zara, H&M and UNIQLO are frequently attacking cities and towns in China.

Lv Moudu believes that this shows that the foreign enterprise operation mode is more suitable for the current development.

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< p > ZARA is different from the order system adopted by most traditional clothing enterprises. Instead, the head office takes the initiative to distribute the goods according to the sales situation of each store.

The design team at headquarters can clearly see what styles, colors and sizes are needed for each store, city and region, and how much quantity each replenishment needs.

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< p > Zhu Qinghua told reporters that in order to inventory, we must open up more marketing channels and face more markets, and online e-commerce is a good choice.

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< p > while Anta company told reporters that the company is already preparing for the construction of an e-commerce channel, and Ding Zhizhong, chairman of the company, is in charge of this field.

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< p > however, for many garment enterprises, online business is more like a "sewer" strategy aimed at eliminating inventory.

Lv Moudu said, at present, most garment enterprises are actually fling the goods online and making profits under the line.

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< p > there are obvious drawbacks in this mode: If enterprises do not have clear positioning of their products and can not balance the relationship between online and offline businesses, they will have a negative impact on the brand.

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