Reorganization, Bankruptcy, Bankruptcy... What Is The Way Out For Shoes And Clothing Enterprises In Quanzhou?

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Since the 80s of last century, Quanzhou, Jinjiang and Shishi have all been famous for their shoes and clothes. But now, this once sparkling "Pearl" seems to be gradually losing its former luster.

3 billion huge debts, factories shut down and filed investigation. In March this year, Quanzhou's shoes and clothing brand rich bird fell down in 1991.

A few months ago, Jay Chou, the star, had asked for the endorsement. At the peak, he had more than 4000 stores in the country and fell down.

Time pushed forward for another year. The company was bankrupt and reformed, and Min Chao shoe company went bankrupt and reorganized. It once made the industry pinch sweat for Quanzhou shoes and clothing enterprises.

Further, there was a well-known brand name king of jeans who applied for bankruptcy and liquidation.

There is also Fujian super shoe industry, has successfully restructured the odd.

Since the 80s of last century, Quanzhou, Jinjiang and Shishi have all been famous for their shoes and clothes. But now, this once sparkling "Pearl" seems to be gradually losing its former luster.

Fall

For the post-80s generation, the sports brand golden lake was famous in the past.

Chinleck is headquartered in Chi Dian Town, Jinjiang, and is closely related to the famous Chen Dai town. Chen Dai town is the birthplace of Anta, XTEP, 31st degree, del Hui and Xi Dalong, and also the location of del Hui headquarters.

Chen Wu, from Hunan, worked in Jinjiang at the age of 18, and has changed seven or eight factories. At last, he also set up factories to provide shoelaces for some shoe factories. He said that compared with the noisy and noisy Jinjiang shoes industry, even orders will be a bit cold.

Chen Wu said that the previous orders will be held four times a year, each time is a sea of mountains and waters. In recent two years, two times a year, every time even large enterprises are only a few hundred people. "Actually, the downhill path of shoes and clothing in Jinjiang started a few years ago, but in the past two years, the failure of all enterprises is only known."

The famous enterprises in his mouth are rich birds and del Hui.

Founded in 1991, Quanzhou is a brand of shoes and clothing in China. It was ranked the third largest brand business casual shoe manufacturer in China and the sixth largest brand shoe product manufacturer in the peak period. It is known as the "men's shoes in the county seat" and the main board of Hongkong listed on the market in 2013.

But in March of this year, with the "bird", it was carrying 3 billion huge debts, half of its factories were shut down, and its employees were running off. The capital chain had collapsed.

And del Hui, because Jay Chou that "do not take the unusual road" famous market, peak period in the country has more than 4000 stores.

At the end of last year, the Fujian branch of China Orient Asset Management Limited by Share Ltd issued a notice that the 3 enterprises of del Hui, Xinya group and Yongsheng are in a state of closure and their assets will be disposed of after the announcement date.

Chen Wu remembers that last year, when Anta chairman Ding Shizhong took part in the 10th anniversary celebration of Anta listing, the enterprises that did not do ten years ago did a great job. Ten years ago, a lot of large enterprises had already disappeared.

And when we say this sentence, the sales of over 3 billion yuan in the past year has just declared bankruptcy less than a hundred days, and del Hui has also been devastated.

The time axis pushed forward. In August 5, 2006, the intermediate people's Court of Quanzhou formally accepted the case of the bankruptcy reorganization of the company, which means that the case of the company's bankruptcy reorganization has entered a substantive stage.

The retail network has covered 28 provinces and cities in the country, and Fujian sports stars with more than thousands of retail outlets have completely fallen.

Meanwhile, the Jinjiang court held the first creditors' meeting of Jinjiang Min Chao shoe company's bankruptcy reorganization, and all debtors held a meeting to decide on the disposition and disposition of the company's property.

Jinjiang court public information shows that before the conference, a total of 63 creditors reported their claims to the manager, with a total debt of 190 million yuan.

Not only shoe and clothing enterprises in Jinjiang and Shishi

Look at the whole country

In 90s, BELLE, which entered the mainland market, reached its peak in 2012. In 2010 -2012, the number of net stores increased by 1500-2000 in 2010, especially in 2011, and a new store opened on average two days.

The announcement of the delisting and privatization last year meant that the "king of shoes" said goodbye to the altar.

IgG operates 3767 sales points in the world, of which 987 are in Europe, 2442 are in China, and there are 338 international franchises.

It is worth noting that in the first half of 2017, the agge group added 21 underwear sales outlets, but none of them were related to the Chinese market. In the first half of the year, the Chinese market was mainly closed shop stop loss, and only 154 stores were closed in the first half of 2017.

Daphne, which has been losing money, lost 734 million Hong Kong dollars last year and closed over 1000 stores. It closed 805 stores and 1030 stores in 2015 and 2016 respectively.

In the face of this situation, Daphne has also made moves in store style, cross-border cooperation and e-commerce business.

1, blind listing

Many enterprises in Quanzhou have psychological comparisons. With the successful listing of many shoe and clothing enterprises in Jinjiang and Shishi, many enterprises have to pay high costs in order to pursue listing, in order to pursue listing.

A company with tens of millions of businesses has said that in order to go public, tens of millions of dollars have been paid.

Insiders said that once a company listed for financing 230 million, packaging spent 140 million.

Many shoe and clothing enterprises invest a lot of money in order to go public, but the actual operation is not enough. As a result, the capital chain of enterprises is broken, and the development of enterprises is seriously injured.

2, blind expansion

Building more factories and opening more stores has been the inertia thinking of Quanzhou bosses.

With the global financial crisis in 2008, the reduction of foreign trade orders, the inventory crisis and the impact of electricity suppliers, the business of shoes and clothing stores was far behind. Some bosses realized that the investment in industry upgrading and product research and development was low, which led to a series of effects of blind expansion.

According to relevant media reports, a shoe and clothing brand shop investment needs 60-100 million investment, which is a great cost to the enterprise.

3. Cash flow

For many enterprises, the main means of financing are banks, private lending and listing financing, but at present, these three ways are not only heavy resistance but also reefs.

Most of the enterprises on the road are broken up due to the insolvency of their debts.

Enterprises with a certain scale can still strive for bank loans, while more small and micro enterprises can only turn to private lending, and the high interest rates of private lending, with the decline in operating conditions, the danger can be imagined.

4, star Aura

Jinjiang and Shishi shoes and clothing enterprises used to hire celebrities to advertise, CCTV sports channel even called "Jinjiang channel", but now consumers are very rational, they either choose products with high price performance ratio, or choose products with high added value.

Once the star halo is no longer.

5, rising production costs

The rising cost of production has further squeezed profit margins.

For Jinjiang shoes and clothing, in the past, relying on demographic dividend to reduce costs, financing and rapid large-scale shortcuts had ceased to exist.

Labor costs rise at 15% per annum, and the average price of 400-750 yuan for a pair of shoes remains unchanged for many years. The pformation is imminent.

6, innovation is difficult to adapt to consumers.

With the growth of 80, 90 and 00, this kind of consumer group pursues individuality, trend and tradition of clothing.

The malpractice of product similarity and homogenization in enterprises is just opposite to the needs of young consumers.

Jinjiang was granted the right to host the eighteenth world middle school games in 2020, to Jinjiang and Shishi.

It's good news for enterprises.

According to the 2017 earnings report, Anta sports business revenue increased by 25% to 16 billion 700 million yuan, and net profit rose 18.5% to 3 billion 88 million yuan over the same period last year.

In addition, Shuhua sports filed an application for initial public offering of A shares in May 10th.

The key to deciding the fate of an enterprise should also lie in the enterprise itself. The fall of the old enterprise needs to be considered carefully.

Improving product innovation depends on the control of consumer habits and psychology and the timely control of fashion trends.

In the new retail era, the application of big data and AI technology online and offline is gradually developing.

For example, the Zara store in the digital age will be automated to click and pick up goods, and stores will have iPad, smart fitting glasses, self checkout, online shopping orders, self picking and other technologies.

Of course, the contact between stores and technology can not be covered in a short time because of the immature technology and high cost demand.

In addition, online and offline dual channel convergence is the trend. We should have channel advantages and channel consumers' quality user experience through channels.

In the near future, every effort should be made to satisfy the curiosity and personalization of young consumer groups, enhance user experience and increase user stickiness, and increase customer purchase and purchase rate.

Recently, Jingdong combined with hundreds of AR industries and retail businesses such as Intel, WAL-MART, vip.com and so on.

The partners set up the first AR unbounded innovation alliance in China. They are committed to using AR technology to create a new shopping scene online and offline, and create new shopping and enjoyment for consumers through the form of augmented reality visual experience.

Young consumers are willing to contact new things and have strong receptivity. Combining technology with the retail industry may be a way out in the future.