The Clothing Industry Should Break The Inertia Order Mode And Start The Characteristic Marketing To Arouse Consumers' Desire To Buy.

It is reported that in the recently released clothing business annual report, more than 60% companies have net profit diving, and inventory has become the biggest promoter of the decline in performance.

Seasonal discounts and festival promotions have become the main means of clothing enterprises to digest inventory. In fact, clothing companies need to take precautions if they want to really solve their inventory problems.

"Inventory is

The fiercest killer of capital chain. "

Experts in the industry have joking about the impact of inventory on garment enterprises.

Next, follow the world clothing shoes and hat net Xiaobian together to find out the details.

Improving sales forecasting ability

For garment enterprises, high inventory is undoubtedly one of the most troublesome problems for them last year.

In the 2016-2021 year, China's apparel industry market demand and investment advisory report data show that in the first half of 2015, the total stock of 87 listed companies in the textile and garment industry reached 73 billion 200 million yuan, which is 23 billion 100 million yuan and 3 billion 300 million yuan higher than the corresponding figures in 2010 and 2011.

The sharp increase in inventory has become a precursor to the deterioration of garment enterprises' performance.

As early as the 50s of last century, due to the backlog of a large number of unsalable products, many large Japanese clothing enterprises encountered inventory haze, and their operations were in trouble or even went bankrupt.

It is this crisis that many executives of clothing enterprises wake up to realize that the appearance of sales crisis in clothing enterprises reflects the sharp increase in inventories.

From raw materials, semi-finished products to finished products, every garment enterprise inevitably produces a certain amount of inventory.

Inventory not only accounts for capital and limited space resources, but also increases personnel costs and management costs, so inventory is often regarded as a barometer of business conditions.

Product unsalable is one of the deep reasons for inventory backlog, and the essence of product's unsalable sales is the failure of enterprise's sales forecast.

Clothing enterprises often get information on terminal retail from distributors, but ignore the in-depth line, and investigate sales and consumer opinions from stores and stores.

For the development of new clothing, garment enterprises will all hope to find a line of designers and well-known design team, but ignore the trend guide from the target consumer group.

The neglect of the source has led to a deep inventory problem. The most urgent task for clothing enterprises is to stock up.

Zhou Chengjian, chairman of the US bond company, once bluntly stated that with the inertia of futures value, the garment enterprises that had completed orders six months ahead of schedule faced many challenges after the market was weak.

According to the understanding of the world clothing and shoe net, many agents and franchisees will see the order of garment enterprises, which will cause many garment enterprises to enter production according to the order quantity after they have finished the order.

"Whether the final agent or franchisee can sell the order quantity will be irrelevant."

The dealers at the ordering place often choose their clothing styles and order clothes according to their own estimation of the market.

In addition to the simple explanation of new clothing, brand dealers and distributors are almost zero during the ordering period.

Analysts pointed out that brands and franchises, agents from the initial ignored each other after the mutual buck passing, eventually forming the two sides of the stock.

Affiliate, agent and terminal retail have the most close relationship. Brand dealers need to guide the two to order according to the product structure of enterprises and designers.

"Brand operators only focus on order quantity, ignore guidance and communication, will become clothing wholesale enterprises, and enterprises will also be more difficult to deepen the market and make strong brands."

"Book capital has shrunk and warehouse inventories have increased."

Has become a true portrayal of most garment enterprises.

In the view of independent garment critic Ma Gang, clothing companies need to adjust their garment production lines, management and business models according to the market situation, so as to arouse consumers' low buying desire.

However, Ma Gang emphasized that stimulating consumers to buy clothes can not be promoted at low prices.

Kang Lanxin, President of the clothing and collocation school, said that clothing companies generally take three ways to eliminate inventory: discount sales, scissors sale, charity sale.

No matter what way the enterprise can pform the compressed inventory into cash for business activities, Kang Lanxin believes that if the enterprise wants to maintain its brand image and stock its products with higher gross profit, it can use new and old products to match the inventory and regenerate the stock products.

"A number of garment companies including Ordos are cleaning up inventory through promotion."

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