The Development Of China'S Clothing Brand Is Stagnant. Zero Inventory Needs To Be Started From Creative Design.

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< p > under the background of declining international market demand and weakening domestic cost advantage, the export situation of < a href= "http://sjfzxm.com/news/index_f.asp" > textile and garment industry < /a > continues to be low, and the pressure of enterprise survival is increasing rapidly.

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According to the data of < p > WIND, as of April 18th, according to the industry classification of Shenyin and Wanguo, 23 companies of 36 garment home textile companies have released the 2012 performance report, and 12 companies have declined net profit last year, of which Chinese clothing companies lost 44 million yuan last year and the net profit slipped the largest, down 1608.32% from the same period last year.

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< p > the situation is not optimistic. < /p >

< p > in recent years, the clothing industry has experienced a series of internal and external troubles.

One is the impact of the big environment. The two is the blind expansion of the sales front, making the retail terminal more and more difficult to do. Whether it is brand or bulk, it has not much profit.

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< p > > a href= "http://sjfzxm.com/news/index_h.asp" > sports brand < /a >, 361 degrees in the recently released first quarter operation report, said that in the first quarter of this year, its licensed retail store decreased by 13, of which 149 were newly opened, and 162 were closed.

At the same time, its sales in the same store also declined.

According to the data, according to the 4235 representative stores in China, the same store sales increased by 1.5% in the first quarter.

Last year, the 4 quarters were 6.9%, 5.1%, 4.1%, and 4.3% respectively.

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< p > as the representative brand of domestic men's wear, the good luck bird released a quarterly report that the net profit attributable to the owners of the parent company during the reporting period was 51 million 248 thousand and 200 yuan, 3.30% less than the same period last year, and its operating income was 553 million yuan, an increase of 0.06% over the same period last year.

The cash flow of operating activities in the first quarter changed from -3291 million yuan in 2012 to -2.26 billion yuan, a sharp decrease of nearly two hundred million yuan. At the same time, net profit in the first half of 2013 was expected to decline by 0 to 30% over the same period.

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< p > casual wear brand Zhejiang Semir costumes, also recently released the first quarter 2013 report.

The report shows that the company's operating income during the reporting period was 1 billion 401 million yuan, an increase of 6.26% over the same period, and net profit of 132 million yuan, down 16.79% from the same period last year.

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< p > in terms of inventory data, most of the companies in the companies that have disclosed annual reports continue to grow.

361. Last year, the improved inventory ratio rebounded again in the first quarter of this year. The 361 quarter inventory ratio was 4.3% in the first quarter.

Last year's annual report showed that retail inventories were 4.05% compared to the fourth quarter of last year.

In addition, the stock in 2012 was 548 million yuan, an increase of 103.99% compared with 269 million yuan in 2011, and the inventory volume of card slave Road, Chinese clothing, Busen shares, Maison culture, Saturday and hill last year increased by 82.33%, 79.66%, 37.22%, 30.77%, 30.77% and 29.08%, respectively.

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< p > Liu Daijie, who is responsible for the sale of Jin Lang sports, bluntly said that most of the products sold in the market today are mostly in stock. "The new ones can not be sold, and the old ones can not be sold, or even become a vicious circle."

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< p > enterprise response < /p >

In order to digest inventory and ease brand pressure as soon as possible, brand enterprises can not wait for P.

It is understood that 361 degrees have taken a series of measures, including the agreement with distributors to cancel a number of orders not yet produced, so that the order of 2013 spring / summer orders will be reduced by 23%.

Meanwhile, at the spring and summer ordering meeting in 2013, the wholesale discount rate of the 361 degree group to wholesalers rose from 58% to 60%. In addition, retailers also provided retailers with an allowance of about 203 million yuan to improve their display and refurbishment of shopping environments.

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< p > Lin Congying, chairman of nine Mu Wang, said that in recent years, the clothing industry has been optimistic about the market expectations, and has not yet done meticulous retail operations and management. The market will inevitably undergo a process of returning to rationality. Therefore, it is not surprising that the valuation of the clothing sector is substantially adjusted in the capital market.

He said the company's management needs to be further improved.

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< p > many brands choose to dump stocks on the Internet. "Many export oriented clothing enterprises are flooding into the e-commerce field when the export situation is sluggish and the domestic market can not be opened.

In 2013, it was called the "full blown" year.

Many of the second tier enterprises are going to enter the electricity supplier, and the second tier enterprises' recovery has led to unprecedented competition.

Zhang Xuening, a tutor at Taobao University, admitted that "almost all the clothing brands below the line can be seen on Taobao."

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< p > following the launch of "brand sale" and "No. 1 shop" clothing store launched by "Fan Shop", the platform electric providers including Tmall and Jingdong are working on the sale channel of clothing tail goods.

Not long ago, Dangdang also officially launched a special product sale channel "tail products", and entered the hot clothing tail goods limited time sale area.

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< p > "but in fact, the knowledge of e-commerce is very deep, and the characteristics of production are not the same as those of export-oriented enterprises.

Insiders remind enterprises that there are many ways to explore in every aspect, such as product organization, consumer psychology, customer maintenance, publicity and marketing.

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< p > innovation can develop < /p >.

< p > > according to the analysis and investigation report of 2013 China clothing market published by Shang Pu consulting, the current domestic garment industry is facing a grim situation of external demand, slowing domestic demand and declining efficiency, and will not be fundamentally improved in the short term.

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< p > this also shows from another aspect that China's garment industry has entered an important period of adjustment and pformation after 30 years of rapid growth.

At present, the external demand of China's garment industry is hard to get better in the short term, and domestic sales need to accumulate for a long time, and the cost of e-commerce is also very high.

Therefore, the clothing and textile industry will go through a long winter.

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< p > clothing industry is the industry that provides people with the most basic clothing needs and guides consumers.

With the development of the times and the continuous improvement of living standards, clothing has developed from basic clothing to new and multi style high-end fashion. Therefore, the pformation of the concept of clothing enterprises has become the most urgent need for consumers and people of all walks of life.

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Luo Qian, Deputy Secretary General of the Sichuan clothing and Apparel Industry Association (P < > a href= "http://sjfzxm.com/news/index_p.asp"), believes that after experiencing high storage pressure, garment enterprises now need to pform from simple processing industry to fashion and creative industries.

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< p > "the former clothing enterprise, the profit is very thin, processing a clothes is several yuan, its production mode is also gambling.

If we do not investigate the market at all, gambling on this year's popular style will not backlog if the bet is right, but once the gambling is wrong, high inventory can not be avoided.

Luo Qian said that clothing enterprises should learn from last year's lessons and change the development mode. They should take the designer's creativity as the core, and create a customized idea like the "exception", then reproduce the order, so as to truly achieve zero inventory.

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