China'S Clothing Market Entered The Inventory Crisis Stage In 2014.

< p > according to the annual report of listed companies, in 2013, the inventory of six major domestic sports brands Lining, Anta, PEAK, 31st degree, China trend and XTEP were 942 million yuan, 689 million yuan, 366 million yuan, 409 million yuan, 183 million yuan and 537 million yuan respectively, and the total stock amount exceeded 3 billion 100 million yuan.

< /p >

< p > this data is a typical example of the rapid expansion of clothing brands in China in recent years, the serious disconnection between order quantity and number of shops and market demand, and the further shrinkage of domestic demand and the tightening of domestic credit environment have become the last straw for China's clothing enterprises to run too tight and break capital.

The inventory crisis has made Chinese clothing enterprises have no other way to go except the price reduction and the cash flow recovery.

< /p >

< p >, besides, < a href= "//www.sjfzxm.com/news/index_c.asp" > network channel < /a > and Hai Lan home, Semir and other parity brand performance is good.

At the same time, brand clothing such as shopping malls and shopping centers in the market is in a state of sadness. Taobao and other Internet sales channels such as low price clothing and Hai Lan home are very impressive. According to the data released by Taobao, sales of clothing in 2013 only exceeded 1 billion yuan in the 40 minutes from the beginning of double eleven in 2013. Sales of leading brands such as Yin men and Han Dabie were also concentrated in the well selling brands such as < a href= "//www.sjfzxm.com/news/index_c.asp" > UNIQLO < /a > h&m, JACK&JONES, etc. the common characteristics of these brands are relatively low price and high cost performance.

< /p >

< p > and among the many listed clothing companies, the performance of Hai Lan's home is significantly higher than expected in the first quarter of 2014. 2014q1 realized revenue of 2 billion 665 million yuan, an increase of 53.4% over the same period last year, net profit of 645 million yuan, an increase of 90.4% compared with the same period last year, while Semir also achieved a 21.1% profit growth over the same period.

This shows that the clothing market in China is not without demand, but the demand for clothing which is too expensive for shopping malls, so that we have to turn our eyes and appeals to other products or channels.

< /p >

< p > freezing and freezing is not a cold day. There are many reasons why the price of "a href=" //www.sjfzxm.com/news/index_c.asp "brand /a" is too high at present. For example, commercial real estate bubble is serious, sales links are too many, shopping malls are too high, manual labor is rising, logistics costs are high, and so on. In the final analysis, the high cost has pushed up the terminal price.

From the perspective of classification, there are four main aspects: rent, processing cost, inventory cost and management circulation cost.

< /p >

< p > > therefore, the author suggests that in the current large market environment where supply exceeds demand, residents' consumption affordability will determine the price of clothing terminal rather than the cost of products to a greater extent. Therefore, no matter what measures are taken, it will be a necessary road for China's overall garment industry to return the price to a reasonable price category acceptable to consumers, while ensuring that enterprises have profits.

< /p >

In addition, brand clothing enterprises integrate vertical channels, join hands with processors, pfer processing costs to the processors through cooperation and cooperation, reasonably pricing, small batch production, fully aware of the characteristics of clothing as seasonal products, and control inventory costs. P

< /p >

In one mode, we can draw lessons from the way of reducing the rent and circulation of brand clothing: clothing stores reduce the store area (reduce rent) and product inventory, make full use of the display function of the network platform, automatically connect to the WiFi official website, online and offline double experience, and finally order products through the Internet to send customers' products directly from the original place to the customers instead of the physical stores to pick up the goods, thus eliminating a lot of intermediate links from the origin to the distributor to the retailers, thus saving the circulation cost, and helping to achieve another point of view. < p > do not consider Internet sales as a channel for discounts and goods, but a deep integration network. The o2o mode of "entity + network" has become the industry consensus of the apparel industry.

< /p >