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The "Big Stock" Phenomenon Of Sports Shoes And Shoes Is Being Questioned.

2013/1/9 8:47:00 23

Sports Apparel Industry Clothing Inventory Sports Brand

international market turbulence, domestic economic slowdown, all kinds of costs soaring. For China's "a target=" _blank "href=" //www.sjfzxm.com/ "clothing" /a "industry, 2012 is a year of wandering ahead. Especially recently, the so-called "38 billion 200 million inventory, 3 years of Chinese people can not wear out" inventory crisis, it is once more doubt that such a huge amount of inventory will become the apparel industry's "2012". However, some people believe that China's clothing industry is at a stage of growth. All unfavorable factors in the growth stage can be corrected in the process of growth. In 2012, it will become a historical turning point. 
 clothing listed companies have revealed to reporters that clothing large inventory needs to digest for 3-5 years. It is a bit exaggerated that 1-2 years will digest most of the stock. 
Under the backlog of many years, the 6 major sports brands of the country, P, "large inventory", caused a discount. At the same time, it also raised the market's doubts about the "big inventory" of the garment industry in 2012. 
 some people think that the current inventory needs to digest for 3-5 years, and some people think that the problem of clothing inventory needs to be differentiated. Not all stocks are high and the time for digestion is not so long. 
 then, what is the "big inventory" of the garment industry in 2012? Many clothing listed companies generally agreed that the 3-5 years' view of clothing inventory was exaggerated, and the high inventory of clothing should be broken down. 
 clothing industry is challenged by "big stock" /strong /strong > < > >
 the querying of the "big stock" in the apparel industry is mainly due to the growth of the inventory data of the major garment companies in the first half of 2012. Especially the inventory of the 6 major sports brands in China is attracting more and more attention from the market. 
In the first half of P > 2012, the total inventory of Lining, Anta, XTEP, XTEP, PEAK and the 6 domestic sports brands reached 3 billion 721 million yuan. 
 in addition, other statistics show that in the first half of 2012, 87 clothing companies inventory 73 billion 200 million yuan, of which 11 stocks exceeded 1 billion yuan. Compared to 2010, the total inventory of 87 garments, a target= "_blank" href= "//www.sjfzxm.com/" > textile < /a >, was 50 billion 100 million yuan, and 69 billion 900 million yuan in 2011. In the first half of 2012, there was an increase of 3 billion 300 million yuan in inventory. 
 "the main reason for the high inventory in clothing industry is the fact that our macroeconomic trend is low and the operators' miscalculation of orders is that they generally overestimate the demand of the market." Xiong Xiaokun, a light industry researcher at CIC, told reporters. 
 according to the data of Canton Fair in 2012, the turnover of textile and clothing decreased by 15.5%. According to the order of large commodities, besides the increase in orders for household textiles and men's and women's clothing, the number of orders for other categories decreased significantly. 
 Xiong Xiaokun thinks that the high inventory digestibility is closely related to the macroeconomic situation. According to the observation, China's economic indicators have stabilized and picked up in the second half of the year. In 2013, China's economic growth will increase, and the high inventory digestion time is about 2-3 years. 
 there are also insiders who believe that interruption of information communication is a fatal injury to the industry. It is understood that the production of most garment enterprises in China is determined mainly by the order meeting, which is mainly based on the information feedback from downstream distributors, rather than providing market information based on consumers. Therefore, enterprises often tend to be optimistic about the consumption situation, and enterprises often produce products six to six months ahead of schedule. The output of products is far greater than the actual market digestibility, resulting in backlog of inventory. 
 according to public data, in the first half of 2012, China International Group had a stock of 3 billion 481 million yuan, MB a target= "_blank" href= "//www.sjfzxm.com/" > dress < /a > 2 billion 199 million yuan, Semir clothing 1 billion 439 million yuan, card slave Road, wedding bird, nine herd king, seven wolves, keno technology, Georges Bai, Hinur, Busen shares, Dayang creation and other 9 men's clothing listed companies total inventory amounted to 3 billion 862 million yuan. 
 among them, the seven wolves increased 244 million yuan in the three quarter. Semir clothing nearly 5 years of inventory is rising year by year. In 2007, the total inventory was 280 million yuan, and in 2010 it was over 1 billion yuan. In the first half of 2012, the inventory reached 1 billion 470 million yuan. 
 to the above data, some people from relevant departments of clothing listed companies explain to reporters that this does not mean that the whole garment industry is facing the problem of high inventory, but rather needs to be treated differently. According to its introduction, in some clothing listed companies, the problem of high inventory is not caused by the clothing industry, but rather the inventory problem caused by the company's investment in real estate. 
 > in addition, < a target= "_blank" href= "//www.sjfzxm.com/" > shoes < /a > independent critic of garment industry, Ma Gang also believes that some of the clothing brands for mass consumer groups are quite large, and most of the enterprises are in 10:1. Ma Gang said that enterprises can reduce the purchase of new products, increase the promotion and promotion frequency of old products, and gradually clean up the inventory of new and old goods, believing that inventory can return to health level in half a year or a year. 
 clearing up a discount rate > /strong > /p >
The discount of "P" 2012 is particularly early. It is not yet near the end of the year. The discount of the domestic sports brand has been widely launched in department stores and sports brand stores all over the country. The reason for the discount is a target= "_blank" href= "//www.sjfzxm.com/" > brand clothing < /a > high inventory. 
 "before the domestic sports brand new product listing is not discounted, now the new goods just shelves, will hit thirty percent off." There are sports brand dealers revealed that not only domestic brands discount, international brands such as Nike, Adidas are also on sale. It is understood that the new products of Nike and Adidas are not allowed to be discounted within 60 days. Now, the new products will be listed in the discount market soon. 
 from a reporter's survey, Lining has set off many low price discounts in all parts of the country. Apart from the common 70 percent off, he has set off a low discount of 80 percent off in some areas. In addition, online sales of electricity suppliers, Lining's new product discount also reached a low discount of 50 percent off. Besides Lining, other sports brands also have similar low discount. 
 low discount has caused a wave of rush buying. However, some experts worry that frequent discounts will probably reduce the brand's original status in people's minds. 
 knots constitute the general trend 
 some analysts pointed out that the homogenization of products and the extensive operation mode constitute the reasons for large inventory of garments. Then, how can we avoid the discount caused by large inventories? What is the future of the garment industry? 
"P >" Xiong Xiaokun, a light industry researcher at CIC, told reporters: "China's clothing industry is facing an overcapacity. However, the market needs to be sluggish due to the macroeconomic impact. Our country encourages clothing enterprises to take the branding route. However, due to environmental constraints and capital constraints, the brand development mode "Jinyu and its outside" have been destroyed, which has led to a mixed phenomenon of brand names. In the face of the current situation, most garment enterprises can only survive through the most direct and simple "price war". Clothing companies should carry out characteristic management, which is the general trend of the development of the garment industry. 
 "the company is ready to adjust the product structure and make high-end products." A senior executive of a clothing listed company told reporters: "in order to go upward, the company does not mind giving up the share of the low-end market." 
 "the change of garment industry in 2013 depends on the development of the macro economy. The relationship between the prosperity and the macro economy of the garment industry is very great. Only when the Chinese economy gets warmer, can the garment industry usher in a real turning point. Otherwise, the clothing industry will continue to be in a state of melee and downturn, and the tide of mergers and acquisitions will enter the shuffle period. China's garment industry tends to be saturated, competition is fierce, and the structural mode needs to be upgraded. Xiong Xiaokun said so. 
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 brand warfare national policy /p >
 from now on, our clothing industry is facing fierce competition. The competition of domestic brands is already chaotic. In many brand wars, the price war is often taken. During the period, there appeared the phenomenon of blind price rise, nominal price tag, discount discount and so on, which made it difficult for domestic brands to be trusted by consumers. 
 Ma Gang believes that the sales of most clothing enterprises in China are dominated by wholesale and agency led circulation. Although brand awareness is constantly strengthening, there are a small number of influential brands, but Chinese clothing lacks real international brands. 
P, not only that, but the strong expansion of international brands also makes it difficult for domestic brands to survive. According to statistics, the proportion of two or three line cities in ZARA and H&M opened in 2011 was 82.8% and 83.9% respectively. In 2012, the number of ZARA and H&M stores in China exceeded 100, covering more than 40 cities. 
Xiong Xiaokun P, a light industry researcher at CIC, believes that international brands occupy nearly 30% of the domestic clothing market share, including luxury brands such as PRADA, CHANEL and GUCCI, as well as fashion brands such as IgG, Zara, only and HM. 
 according to the press survey, a number of clothing listed companies have been informed that most Brand Company are committed to developing their own brands, and the promotion of brand and the improvement of clothing quality have become the focus of attention of Brand Company. But how to stand out among many brands has also made Brand Company feel bad. 
 Xiong Xiaokun believes that the problem of local brand consistency is how to increase the brand value to achieve the transformation of growth mode. This is a more difficult task than to solve the channel problem. "China's clothing industry should: first of all, increase the training of clothing design talents, design is the soul of clothing, take the brand line, need to form an attractive core design style; secondly, optimize the sales channel construction, smooth sales channel is the foundation of the large-scale development of enterprises; finally, differential competition, jump out of the" price war "strange circle. 
Apart from the famous brands in the world, P has also produced a large number of non famous foreign brands in the domestic apparel market. Although these brands are not internationally renowned brands, they are still highly recognized in the country because they are foreign brands. 
 a brand clothing company responsible person told reporters: "the current consumers only recognize the brand of foreigners, there is an English letter to believe. As a matter of fact, some clothes are just brand names of foreign brands, but actually clothing is produced in China, and the manufacturers are not yet the first line manufacturers, and the quality is not guaranteed.